- Client
- CloudNCCloudNC
- Industry
- AI manufacturingAI manufacturing
- Funding
- $128m$128m
- Latest round
- $20m Series B extension$20m Series B extension
- Working together
- 18 months18 months
- Live site
- Visit siteVisit site
- Conversion rate uplift
- 21%
- New markets
- 60+
- Routing combinations
- 660+
Overview
CloudNC (AI-powered CAM software for CNC manufacturing) had outgrown their lead capture setup. HubSpot embedded forms were scattered across the site, each with different routing logic, creating fragmented lead flows that were difficult to manage, localise, or improve.
The Problem
CloudNC had outgrown their lead capture setup. Multiple HubSpot embedded forms were scattered across the site, each with its own routing logic, none of them localisable, and all of them creating fragmented lead flows that were hard to manage or optimise.
They needed to launch their product into 60+ international markets, support multiple buyer journeys, route leads intelligently based on country, product config, and user type, and keep their growth team in control without constant dev support.The existing setup couldn't scale.
The Discovery
The brief started as "replace our forms." But when we dug into the routing logic they were managing manually (55 markets, multiple buyer types, regional resellers), it became clear the real problem was infrastructure, not UI.
We challenged the assumption that HubSpot embeds were the only option and proposed a Webflow-native form connected to HubSpot via the API, with a CMS-powered routing engine sitting behind it.That's when the project shifted from "build us a form" to "give us a system we own."
The Solution
660+ routing combinations, managed through one form, one CMS, and rules the growth team can update without code.
The technical details:
55 supported countries with unique routing rules. 8 variables that influence the next best steps displayed to the user. Automatic education user detection (academic email domains). Custom rule-based overrides based on user form inputs. Full HubSpot tracking and consent logic (hutk cookie, page context).
The Results
CloudNC increased the number of users who progressed beyond form submission by 21%, driven by smarter lead routing and market-specific recommendations tailored to each user's context.
“We needed a Webflow partner who could move fast and help us make the right calls on important technical decisions. Shrink delivered above and beyond our expectations, and built a system we actually use every day. We're looking forward to continuing the work together as we continue to grow.”
Key Takeaway
This project shows what happens when you treat lead capture as infrastructure, not just forms. CloudNC didn't need a prettier website. They needed a system that could scale internationally without multiplying complexity, give their growth team control without dev dependency, route the right leads to the right journey automatically, and actually work with HubSpot instead of creating manual work. That's what we built.
