S4 · E16
Inside Canva’s Move from PLG to Enterprise-Led Growth
15 Jul 2025 · 32 min
About this episode
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
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Chapters
- 02:32Intro: Canva, Creativity, and Conor’s Fan Moment
- 04:32Emma’s Tech & Marketing Journey (From Salesforce to Canva)
- 06:32Falling in Love with the Product: Why it Matters in Marketing
- 08:17From Rap Launches to Enterprise Strategy: Bold Moves in B2B
- 10:32Why B2B Marketing Needs a Human Touch
- 12:02Understanding the Modern Buyer Journey (Gen Z, Self-Serve, TikTok)
- 13:32Test, Learn, Scale: What Works and What Doesn't
- 15:32How Canva Uses AI Internally (And Where It Adds Real Value)
- 18:32The Shift to Enterprise: New Teams, Skills & Sales Models
- 21:17Product-Led Growth vs Enterprise Motion: Why Both Matter
- 24:32Changing Perceptions: Canva as a Serious Enterprise Tool
- 26:32KPIs, Pipeline, and the Role of Brand in Driving Growth
- 28:02Local vs Global: Cultural Nuance and International Rollout
- 32:32Why Localisation Really Matters
- 34:32What’s Next for Canva