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

That’s What I Call Marketing is where marketers come for real conversations about brand, B2B, creativity, effectiveness and the future of the profession.

Hosted by Conor Byrne, the show features conversations with CMOs, marketing leaders, agency leaders, authors, thinkers and practitioners about what good marketing looks like in practice.

Listen, follow and find more episodes at: https://www.thatswhaticallmarketing.com

Connect with Conor on LinkedIn: https://www.linkedin.com/in/conorbyrneirl/

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