S4 Ep16: Inside Canva’s Move from PLG to Enterprise-Led Growth

What happens when one of the most beloved product-led growth (PLG) companies in the world starts thinking like an enterprise software giant?

In this episode of That’s What I Call Marketing, I sit down with Emma R, Global Head of Demand at Canva, to explore the company's fascinating evolution—from a self-serve tool for creatives to a serious enterprise-grade platform used by the world’s biggest brands.

We discuss:

*Why B2B marketing needs more emotion and less jargon

*How Canva blends fun with functionality (yes, even for the C-Suite)

*The role AI is playing across both product and marketing workflows

*How the team is navigating the shift from bottom-up adoption to top-down enterprise sales

*What marketers can learn about testing, localisation, and scaling with culture

*This one’s packed with sharp thinking, practical lessons, and a few great stories

02:32 – Intro: Canva, Creativity, and Conor’s Fan Moment

04:32 – Emma’s Tech & Marketing Journey (From Salesforce to Canva)

06:32 – Falling in Love with the Product: Why it Matters in Marketing

08:17 – From Rap Launches to Enterprise Strategy: Bold Moves in B2B

10:32 – Why B2B Marketing Needs a Human Touch

12:02 – Understanding the Modern Buyer Journey (Gen Z, Self-Serve, TikTok)

13:32 – Test, Learn, Scale: What Works and What Doesn't

15:32 – How Canva Uses AI Internally (And Where It Adds Real Value)

18:32 – The Shift to Enterprise: New Teams, Skills & Sales Models

21:17 – Product-Led Growth vs Enterprise Motion: Why Both Matter

24:32 – Changing Perceptions: Canva as a Serious Enterprise Tool

26:32 – KPIs, Pipeline, and the Role of Brand in Driving Growth

28:02 – Local vs Global: Cultural Nuance and International Rollout

32:32 – Why Localisation Really Matters

34:32 – What’s Next for Canva

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