Product signals and converting free users

#329 | Dave is joined by Emma Robinson, Head of B2B Marketing at Canva, and Kristine Segrist, Global Head of Consumer Marketing at Canva, to break down how Canva is scaling growth across both enterprise and consumer audiences. They talk about how Canva balances brand-building with pipeline accountability, how they turn bottom-up product adoption into enterprise deals, and why brand investment is a long-term growth lever. Emma and Kristine also share how their team structure, data science investments, and creative bets like the Love Your Work campaign help Canva scale without losing the brand identity that made them famous.

Timestamps

• (00:00) - – Intro
• (03:18) - – Canva’s marketing org structure
• (06:18) - – Blurring B2B and B2C
• (11:18) - – How Canva measures marketing impact
• (16:18) - – Turning free users into enterprise deals
• (21:18) - – Data science’s role in marketing
• (24:18) - – Balancing brand bets with ROI
• (31:44) - – Inside the “Love Your Work” campaign
• (38:44) - – How Canva executes large campaigns
• (42:44) - – Building enterprise credibility and trust
• (45:44) - – FedEx case study on brand governance
• (49:44) - – Lessons from Google and Meta
• (53:44) - – Why creativity is a marketing superpower
• (55:44) - – Closing thoughts

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