In this episode of CELab – The Customer Education Lab, host Adam Avramescu sits down with Bessie Weiss, Senior Director of Customer Education at Webflow, to unpack what it really takes to evolve a beloved PLG education motion into an enterprise-ready engine. Bessie shares how she inherited the iconic Webflow University, the “don’t mess it up” mandate from leadership, and the practical tradeoffs her team makes every day between pixel-perfect production and keeping pace with a rapidly changing SaaS + AI product.
They dive into the org design behind Webflow’s modern education function—video production, instructional design, platform, certifications, and onboarding—and how those pieces work together to support both self-serve users and large enterprise accounts. From launching high-stakes certifications in under a year, to deciding when humor helps (or hurts) learning, to using AI for exam development and just‑in‑time learning, this episode is a masterclass for Customer Education and Customer Success leaders building programs that actually move product adoption and revenue.
Highlights:
Certification - it's a challenging and sometimes contentious topic for Customer Education professionals. At CELab, we hear this question come up quite a lot....
In this episode, we sit down with Jeremy Davis from Cloudshare to explore the transformative world of virtual labs in customer education. Discover how...
Customer Education is, as Dave Derington says, “Both new and not new”. We review the book, “Customer Education” by Claudia Gaillard Meer and take...
