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.
