#277 Growth | Dave is joined by Emma Robinson , Head of B2B Marketing at Canva, and Kristine Segrist , VP of Consumer Marketing at Canva. Together, Emma and Kristine lead the teams driving Canva’s growth across both enterprise and consumer audiences, helping the company scale into a platform now used by over 95% of the Fortune 500. Dave, Emma, and Kristine cover: How Canva balances brand-building with pipeline accountability, and why they view brand investment as long-term growth. The playbook Canva uses to turn bottom-up adoption into enterprise deals, including how product signals guide upsell and expansion. How their team structure, data science investments, and creative bets (like the Love Your Work campaign) work together to scale B2B marketing without losing Canva’s approachable brand identity. This episode offers a practical look at how one of the world’s most recognizable platforms approaches B2B growth. Timestamps (00:00) - – Intro (03:08) - – Canva’s marketing org structure (06:08) - – Blurring B2B and B2C (11:08) - – How Canva measures marketing impact (16:08) - – Turning free users into enterprise deals (21:08) - – Data science’s role in marketing (24:08) - – Balancing brand bets with ROI (30:20) - – Inside the “Love Your Work” campaign (37:20) - – How Canva executes large campaigns (41:20) - – Building enterprise credibility and trust (44:20) - – FedEx case study on brand governance (48:20) - – Lessons from Google and Meta (52:20) - – Why creativity is a marketing superpower (54:20) - – Closing thoughts Join 50,0000 people who get our Exit Five Newsletter here: https://www.exitfive.com/newsletter Learn more about Exit Five's private marketing community: https://www.exitfive.com/ *** Today's episode is brought to you by Knak . Email (in my humble opinion) is the still the greatest marketing channel of all-time. It’s the only way you can truly “own” your audience. But when it comes to building the emails - if you’ve ever tried building an email in an enterprise marketing automation platform, you know how painful it can be. Templates are too rigid, editing code can break things and the whole process just takes forever. That’s why we love Knak here at Exit Five. Knak a no-code email platform that makes it easy to create on-brand, high-performing emails - without the bottlenecks. Frustrated by clunky email builders? You need Knak. Tired of ‘hoping’ the email you sent looks good across all devices? Just test in Knak first. Big team making it hard to collaborate and get approvals? Definitely Knak. And the best part? Everything takes a fraction of the time. See Knak in action at knak.com/exit-five . Or just let them know you heard about Knak on Exit Five. *** 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
