Measuring marketing impact and attribution

#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

Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletter
Learn more about Exit Five's private marketing community: https://www.exitfive.com/

***

Brought to you by:

AirOps - The content engineering platform that helps marketers create and maintain high-quality, on-brand content that wins AI search. Go to airops.com/exitfive to start creating content that reflects your expertise, stays true to your brand, and is engineered for performance across human and AI discovery.

Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/exitfive.

Convertr - The enterprise lead data management platform that sits between your lead sources and your CRM, automatically validating, enriching, and standardizing every lead before it touches your systems. Check them out at convertr.io/exitfive.

Compound Growth Marketing - A full-funnel demand generation agency that helps high-growth cybersecurity, DevOps, and enterprise software companies drive more pipeline through AI SEO, paid media, and go-to-market engineering. Visit compoundgrowthmarketing.com and tell them Dave sent you.

***

Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.

• They give you unlimited podcast editing and strategy for your B2B podcast.
• Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.
• Visit hatch.fm to learn more