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.

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