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B2B SaaS Marketing Website, Documentation Hub & Blog Platform Built with Craft CMS

Plavno rebuilt a B2B SaaS company’s website on Craft CMS to unify marketing pages, product documentation, and blog content in one structured platform with personalized segment-based experiences.

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Overview

Key Metrics & Impact

The client was a fast-growing SaaS startup that had reached $10M ARR. Its legacy WordPress site had become a sales bottleneck: landing pages were hard to customize for different ICPs, documentation was scattered across Notion, and the blog was disconnected from CRM workflows. The goal was to turn the website into a scalable growth platform for marketing, product, and sales.

  • Marketing team can launch new landing pages in around 20 minutes without developer support

  • Faster rollout of personalized pages for industries, integrations, and company segments

  • Better alignment between content journeys and CRM activity

  • Stronger conversion performance after introducing segment-based page personalization

  • Improved website performance with Lighthouse scores reaching 98/100

Solutions
Challenges
Use Cases
<span>Key Metrics</span> & Impact
01

Problem

As the SaaS company grew, its website stopped supporting the pace and complexity of go-to-market execution.

Common challenges included:


  • WordPress limitations for structured, reusable page creation

  • Inability to quickly personalize pages for different ICPs and verticals

  • Fragmented documentation spread across Notion

  • Disconnected blog content with no meaningful CRM linkage

  • Weak scalability for marketing experimentation and segment-specific messaging


Instead of helping sales and marketing move faster, the website created operational friction.

Problem
02

Challenge

The new platform needed to:


  • Support multiple page types with different content structures

  • Allow fast creation of industry- and ICP-specific landing pages

  • Bring marketing site, documentation, changelog, and blog into one content system

  • Connect website engagement to CRM workflows

  • Deliver a much faster frontend experience


There were also important delivery constraints:


  • Marketers needed autonomy without losing content structure or consistency

  • Documentation had to become easier to maintain and more connected to the rest of the site

  • Page personalization had to be scalable, not manually rebuilt for every segment

  • CRM integrations needed to reflect meaningful content interactions, not just generic form fills

Challenge

Solution

Headless Craft CMS with Astro Frontend for B2B SaaS

A scalable platform combining Craft CMS as a structured content backend, Astro as a high-performance frontend layer, custom entry types, related entries for dynamic personalization, and webhook-based CRM automation — enabling unified management of landing pages, case studies, changelog entries, docs, and blog content, plus personalized pages via structured relationships.

Product Highlights

    • Custom entry types for landing pages, case studies, changelog, docs, and blog

    • Headless Craft CMS architecture

    • Astro frontend with strong performance scores

    • Related entry logic for dynamic segment pages

    • Personalized landing pages by industry, integrations, and company profile

    • CRM-connected content interaction tracking

    • Centralized documentation and content publishing workflows

User Flows

    • Create Structured Content: Marketers and product teams manage landing pages, documentation, changelog items, and blog content inside Craft CMS.

    • Build Personalized Experiences: Case studies and pages automatically pull related integrations, industries, and company-size data to support segment-based personalization.

    • Publish Fast: The marketing team launches new campaigns and landing pages quickly without relying on developers for every content change.

    • Send Signals to CRM: Website engagement events trigger downstream workflows through webhooks, Zapier, and HubSpot.

Experience & Scalability

    • Supports multiple B2B SaaS content surfaces in one platform

    • Suitable for product marketing, demand generation, and documentation operations

    • Enables structured page reuse across verticals and ICPs

    • Designed for marketing team autonomy

    • Scalable for content-led GTM growth

Architecture Overview

Deep Dive: Project Architecture

  • Content Architecture Layer: Craft CMS entry types were defined for landing pages, case studies, changelog entries, docs, and blog content.

  • Personalization Layer: Related entries connected case studies with integrations, industries, and company-size attributes to build more relevant segment experiences.

  • Frontend Delivery Layer: Astro provided a fast, lightweight frontend with Lighthouse scores of 98/100.

  • Documentation Layer: Previously fragmented documentation was brought into the same structured content system as the marketing website.

  • CRM Automation Layer: Webhooks triggered Zapier flows into HubSpot, allowing page engagement to become a CRM signal.

  • Infrastructure Layer: The platform was deployed as a scalable headless website architecture for growth-oriented SaaS operations.

Deep Dive: <span>Project Architecture</span>

Value

Quality & Fidelity

Delivering structured SaaS content operations, faster page launches, and more relevant personalized experiences

Structured Content by Page Type

Structured Content by Page Type

Each content area has its own entry type and field structure, reducing chaos across the site.

Entry types
Structured content
GTM ops
MVP
MVP
Faster Marketing Execution

Faster Marketing Execution

The team can launch new landing pages quickly without waiting on developers.

Landing pages
Marketing autonomy
Fast publishing
MVP
MVP
Smarter Personalization

Smarter Personalization

Related entries make it easier to build pages aligned to industry, integrations, and company profile.

Personalization
ICP pages
Segment content
MVP
MVP
CRM-Connected Content Journeys

CRM-Connected Content Journeys

Content engagement becomes part of the go-to-market signal layer, not just a passive website interaction.

HubSpot
Webhooks
CRM automation
MVP
MVP

Benchmarks

Scale & Reliability

Built to support fast-growing SaaS marketing operations, documentation publishing, and segment-based page scaling

Multi-Surface Content Support

Multi-Surface Content Support

The platform supports marketing pages, docs, changelog, and blog content from one backend.

Marketing site
Docs
Blog
Changelog
Stable Personalized Publishing

Stable Personalized Publishing

Segment-driven content can be launched repeatedly without rebuilding structure each time.

Reusable pages
Page scalability
Content reuse
High Frontend Performance

High Frontend Performance

The Astro frontend improves page speed and overall experience quality.

Astro
Lighthouse 98/100
Performance
CRM Workflow Readiness

CRM Workflow Readiness

The site is connected to revenue workflows through CRM-triggered content events.

CRM signals
HubSpot
Automation

Data Protection

Security & Compliance

Secure handling of structured website content, user engagement signals, and connected CRM workflows

Role-Based Content Access

Role-Based Content Access

Marketing, content, and admin teams work inside permission-aware publishing workflows.

Secure CRM Event Routing

Secure CRM Event Routing

Website events are passed into downstream systems through managed automation flows.

Structured Content Governance

Structured Content Governance

Content changes and publishing logic remain traceable across the platform.

Innovative Experience

Industries & Use Cases

Craft CMS development for SaaS businesses that need structured marketing, documentation, and content personalization

B2B SaaS Companies

B2B SaaS Companies

Unify product marketing, docs, and blog content into one growth-ready platform.

GTM & Demand Generation Teams

GTM & Demand Generation Teams

Launch segment-based campaigns faster with structured content reuse.

Product-Led SaaS Teams

Product-Led SaaS Teams

Support changelog, documentation, and self-serve content workflows more effectively.

Developer Tools & API Products

Developer Tools & API Products

Bring product docs and marketing content into one scalable content system.

Delivery Crew

Project Team

High-performing developers for growing companies

Eugene Katovich

Eugene Katovich

Sales Manager

Need a scalable SaaS website with docs, blog, and CRM-connected personalization?

Plavno builds Craft CMS platforms for B2B SaaS companies that need structured growth content, fast marketing execution, and stronger segment-based conversion journeys.

Talk to an Expert

Competitive Ability

Key Performance Flow

Demonstrating how Plavno transformed a fragmented SaaS website into a personalized, CRM-connected growth platform

From structured content creation to personalized conversion journeys — everything happens through one scalable Craft CMS flow

01

Model GTM Content Types

Create structured entry types for landing pages, docs, changelog entries, case studies, and blog content.

02

Connect Audience Signals

Link pages with integrations, industries, and company segments through related entries.

03

Publish Personalized Pages

Launch reusable, segment-aware landing pages and content journeys through a fast Astro frontend.

04

Send Engagement Data to CRM

Use webhooks, Zapier, and HubSpot to turn case study or page activity into actionable CRM signals.

Delivery & Automation

Delivery & Automation

    • Marketing team launches pages in ~20 minutes without developers

    • Webhook + Zapier → HubSpot CRM automation

    • Content engagement becomes CRM signal layer

    • No manual rebuilds for segment-specific pages

Throughput & Scale

Throughput & Scale

    • Headless Craft CMS + Astro frontend (Lighthouse 98/100)

    • Supports marketing site, docs, changelog & blog from one backend

    • Scalable personalization by industry, integrations & company size

    • Built for content-led GTM growth at $10M+ ARR

Content Architecture & Structure

Content Architecture & Structure

    • Custom entry types for landing pages, docs, changelog, case studies & blog

    • Structured content relationships across all surfaces

    • Centralized documentation + marketing content operations

    • Reusable page components for GTM consistency

Results

Measurable outcomes delivered by a modern B2B SaaS Craft CMS platform

Faster Landing Page Launches

Faster Landing Page Launches

Marketing can publish new pages in around 20 minutes without relying on developers.

Better Content Personalization

Better Content Personalization

Pages now adapt more effectively to industries, integrations, and target company profiles.

Improved Conversion Potential

Improved Conversion Potential

Personalized vertical pages help improve relevance and conversion across segments.

Stronger GTM Alignment

Stronger GTM Alignment

Website engagement is now tied more directly to CRM workflows and revenue signals.

Better Performance & UX

Better Performance & UX

The faster frontend improves user experience and supports stronger website performance.

Tools We Used

Technology stack

Frontend

Frontend

Astro
React
Headless frontend
CMS Core

CMS Core

Craft CMS
Entry types
Related entries
CRM Automation

CRM Automation

Webhooks
Zapier
HubSpot
Documentation & Content Ops

Documentation & Content Ops

Docs hub
Blog
Changelog
Structured publishing
Infrastructure

Infrastructure

Cloud hosting
CDN
Scalable deployment

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Frequently Asked Questions

Quick Answers

Find answers to your common concerns

Why was Craft CMS chosen for this project?

Craft CMS provided the structured content architecture needed for landing pages, documentation, changelog, and blog content in one system.

How was personalization handled?

The platform used related entries so case studies and pages could automatically pull integrations, industry data, and company-size signals.

Was the site connected to the CRM?

Yes. Webhooks triggered Zapier automations that passed content engagement signals into HubSpot.

How fast could marketing launch new pages?

After launch, the marketing team could create new landing pages in about 20 minutes without developer support.

About Plavno

Why choose Plavno?

Proven by our
customers feedback

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AI-first Delivery

AI-first Delivery

Senior engineers + proven AI components to accelerate time-to-value.

800+ Projects Delivered

800+ Projects Delivered

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Full-stack Team

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Testimonials

We are trusted by our customers

“They really understand what we need. They’re very professional.”

The 3D configurator has received positive feedback from customers. Moreover, it has generated 30% more business and increased leads significantly, giving the client confidence for the future. Overall, Plavno has led the project seamlessly. Customers can expect a responsible, well-organized partner.

Sergio Artimenia

Commercial Director, RNDpoint

Sergio Artimenia

“We appreciated the impactful contributions of Plavno.”

Plavno's efforts in addressing challenges and implementing effective solutions have played a crucial role in the success of T-Rize. The outcomes achieved have exceeded expectations, revolutionizing the investment sector and ensuring universal access to financial opportunities

Thien Duy Tran

Product Manager, T-Rize Group

Thien Duy Tran

“We are very satisfied with their excellent work”

Through the partnership with Plavno, we built a system used by more than 40 million connected channels. Throughout the engagement, the team was communicative and quick in responding to our concerns. Overall, we were highly satisfied with the results of collaboration.

Michael Bychenok

CEO, MediaCube

Michael Bychenok

“They have a clear understanding of what the end user needs.”

Plavno's codes and designs are user-friendly, and they complete all deliverables within the deadline. They are easy to work with and easily adapt to existing workflows, and the client values their professionalism and expertise. Overall, the team has delivered everything that was promised.

Helen Lonskaya

Head of Growth, Codabrasoft LLC

Helen Lonskaya

“The app was delivered on time without any serious issues.”

The MVP app developed by Plavno is excellent and has all the functionality required. Plavno has delivered on time and ensured a successful execution via regular updates and fast problem-solving. The client is so satisfied with Plavno's work that they'll work with them on developing the full app.

Mitya Smusin

Founder, 24hour.dev

Mitya Smusin

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