The Dave Gerhardt Show (from Exit Five) The Strategy Behind Canva’s B2B Growth with Emma Robinson and Kristine Segrist
Aug 28, 2025
Emma Robinson, Head of B2B Marketing at Canva, and Kristine Segrist, VP of Consumer Marketing, share insights into Canva's success. They explore how Canva turns free users into enterprise clients by utilizing product signals. The importance of balancing brand-building with measurable ROI features prominently, alongside their innovative 'Love Your Work' campaign. They discuss leveraging data science for creative marketing strategies while maintaining an approachable brand identity, highlighting how their flat organizational structure fosters collaboration and drives growth across diverse audiences.
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Embed Data Scientists In Teams
- Allocate cross-functional data scientists to business units to find usage patterns and inform messaging.
- Use their insights to recommend the next-best action and expand feature adoption.
Balance Data With Bold Creativity
- Use data to inform decisions but reserve budget and space to swing for creative, hard-to-measure bets.
- Kristine Segrist recommends balancing rigorous measurement with conviction-led brand plays like events.
Canva Create As A Brand Centerpiece
- Canva Create is a 5,000-person flagship event mixing storytelling, product, and community to build brand equity.
- Kristine Segrist describes musical numbers, creator activities, and targeted tracks for enterprise and educators.