Building for People: Notes from Our Evening with Webflow

On Wednesday 7 October, BS+A and Webflow brought together marketing, sales and business leaders at AU79 in Abbotsford, Melbourne, for Building for People: an evening on the human side of the web.

The premise was simple. Most technology conversations start with the tool. We wanted to start with the people who have to adopt it, trust it and use it every day.

The line-up

• Gerard Smith, Webflow, on where modern web infrastructure is heading
• Greg Saint James, CMO, BS+A, on connecting sales and marketing through account-based marketing
• Mark Dando, ProxyTwin, on humanising AI
• Megan Hondromatidis, Local, on Local's journey and growth, their experience in digital and using Webflow

Will Barratt, Founder and Director of BS+A, hosted, before the evening opened up into an audience-led panel.

What we took away

Adoption beats features

The best platform is the one your team actually uses. Every speaker came back to the same point: technology only creates value once people trust it enough to change how they work.

Sales and marketing need one picture

Buyers need multiple touchpoints before they are ready to talk. When marketing and sales work from the same accounts, the same data and the same scorecard, those touchpoints compound instead of competing.

AI works best when it feels human

The most useful AI doesn't replace people. It extends them, handling the routine so experts can spend more time on the conversations that matter.

Your website is infrastructure, not a brochure

Modern web platforms like Webflow let marketing teams move at the speed of the business, connecting the site to CRM, personalisation and sales data rather than treating it as a static asset.

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Thank you

Thanks to Webflow for partnering with us, to AU79 for hosting, to our speakers for sharing so openly, and to everyone who came along and asked the hard questions.

Want to hear about future BS+A events? Get in touch.