Episode Details

#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
• (02:00) - – Canva’s marketing org structure
• (05:00) - – Blurring B2B and B2C
• (10:00) - – How Canva measures marketing impact
• (15:00) - – Turning free users into enterprise deals
• (20:00) - – Data science’s role in marketing
• (23:00) - – Balancing brand bets with ROI
• (28:00) - – Inside the “Love Your Work” campaign
• (35:00) - – How Canva executes large campaigns
• (39:00) - – Building enterprise credibility and trust
• (42:00) - – FedEx case study on brand governance
• (46:00) - – Lessons from Google and Meta
• (50:00) - – Why creativity is a marketing superpower
• (52:00) - – 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:

Optimizely - A no-code AI platform where autonomous agents execute marketing work across webpages, email, SEO, and campaigns. Join the next cohort of Opal U, a live 5-day course designed for senior marketing leaders who are ready to ship more with AI, at optimizely.com/exitfive. 

Vector - A contact-level ads platform that lets you build audiences from actual people on your site, clicking your ads, and checking out your competitors. Learn more at vector.co, and get their new MCP server by clicking here. 

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.

Join us in Stowe, Vermont for Drive 2026 - three days away from your desk to learn what's working in B2B marketing from the people who are actually doing it. Grab your ticket at exitfive.com/drive.

***

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