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Peter Walker: How to build an Insights Function & Add 130K Linkedin Followers w/ Carta’s Head of Insights
Manage episode 494415878 series 3595774
Peter Walker is the Senior Director of Insights at Carta, the leading cap table platform with over 45,000 customers and one of the most followed B2B voices on LinkedIn.
In this episode, Peter breaks down how he built Carta’s insights function from scratch and how it's become one of the most effective brand-building machines in SaaS. He shares how data storytelling fuels their content engine, what makes a great graphic, and why every B2B company should have a voice in the public conversation.
Topics we cover in this episode:
- How Carta turned data into a brand moat
- The 3 core skills behind a great insights team
- Peter’s system for publishing daily, high-impact LinkedIn content
- What makes a great data visualization (and what doesn’t)
- How to test and scale content ideas through comments and reposts
- The CTA and chart format that drives thousands of subscribers
- Carta’s long-term approach to insights: not leads, just value
- Why most B2B brands should stop gating data and start storytelling
- Peter’s LinkedIn growth from 2K → 137K and the flywheel behind it
Perfect for:
- B2B marketers building thought leadership around data
- SaaS founders exploring brand-led growth
- Operators looking to create LinkedIn-native content systems
- Anyone wondering how to turn usage data into viral insights
Connect with Peter:
- LinkedIn: https://www.linkedin.com/in/peterjameswalker/
- Carta: https://carta.com/
- Data Desk Newsletter: https://carta.com/data/
- How to create engaging data graphics: https://www.linkedin.com/posts/peterjameswalker_the-5-step-guide-to-building-data-graphics-activity-7341517849120731136-aTKA/
Connect with me:
- LinkedIn: https://www.linkedin.com/in/finnthormeier/
- Website: https://www.project33.io/
- Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH
Chapters:
00:00 Building the Insights Function at Carta
02:10 How Carta Uses Data to Fuel Daily Content
05:00 Carta’s Distribution Flywheel: LinkedIn → Email → Events
08:45 Who Should Build an Insights Function
12:30 What Makes Data “Interesting” Enough to Publish
14:40 Usage Data vs. Market Data (and What You Can Do With It)
17:10 Privacy, Contracts, and How to Handle Sensitive Data
19:30 Measuring Success: The 6-Month Rule
21:00 Who Should Be the Public Face of Insights?
22:40 The Rise of Embedded Creators in B2B
24:50 The Equity Insight That Blew Peter’s Mind
27:00 LinkedIn Growth: 2K to 137K and the Tipping Point
30:10 Text + Image vs. Video: What Works on LinkedIn
33:00 How to Use Comments to Supercharge Distribution
35:40 The Right Way to Follow Up with Creators
36:40 The Three Kinds of Data Stories That Work
38:45 Newsjacking, Press Coverage, and Ecosystem Relevance
42:50 Visual Design: What Makes a Chart Work
46:10 The Tableau → Figma Workflow Explained
49:20 Use One Chart for One Story—Then Scale It
52:00 The Importance of Staying Curious (and Consistent)
54:00 Peter’s Final Advice for SaaS Brands and Creators
Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH
LinkedIn: https://www.linkedin.com/in/finnthormeier/
Website: https://www.project33.io/
#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding
116 episodes
Manage episode 494415878 series 3595774
Peter Walker is the Senior Director of Insights at Carta, the leading cap table platform with over 45,000 customers and one of the most followed B2B voices on LinkedIn.
In this episode, Peter breaks down how he built Carta’s insights function from scratch and how it's become one of the most effective brand-building machines in SaaS. He shares how data storytelling fuels their content engine, what makes a great graphic, and why every B2B company should have a voice in the public conversation.
Topics we cover in this episode:
- How Carta turned data into a brand moat
- The 3 core skills behind a great insights team
- Peter’s system for publishing daily, high-impact LinkedIn content
- What makes a great data visualization (and what doesn’t)
- How to test and scale content ideas through comments and reposts
- The CTA and chart format that drives thousands of subscribers
- Carta’s long-term approach to insights: not leads, just value
- Why most B2B brands should stop gating data and start storytelling
- Peter’s LinkedIn growth from 2K → 137K and the flywheel behind it
Perfect for:
- B2B marketers building thought leadership around data
- SaaS founders exploring brand-led growth
- Operators looking to create LinkedIn-native content systems
- Anyone wondering how to turn usage data into viral insights
Connect with Peter:
- LinkedIn: https://www.linkedin.com/in/peterjameswalker/
- Carta: https://carta.com/
- Data Desk Newsletter: https://carta.com/data/
- How to create engaging data graphics: https://www.linkedin.com/posts/peterjameswalker_the-5-step-guide-to-building-data-graphics-activity-7341517849120731136-aTKA/
Connect with me:
- LinkedIn: https://www.linkedin.com/in/finnthormeier/
- Website: https://www.project33.io/
- Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH
Chapters:
00:00 Building the Insights Function at Carta
02:10 How Carta Uses Data to Fuel Daily Content
05:00 Carta’s Distribution Flywheel: LinkedIn → Email → Events
08:45 Who Should Build an Insights Function
12:30 What Makes Data “Interesting” Enough to Publish
14:40 Usage Data vs. Market Data (and What You Can Do With It)
17:10 Privacy, Contracts, and How to Handle Sensitive Data
19:30 Measuring Success: The 6-Month Rule
21:00 Who Should Be the Public Face of Insights?
22:40 The Rise of Embedded Creators in B2B
24:50 The Equity Insight That Blew Peter’s Mind
27:00 LinkedIn Growth: 2K to 137K and the Tipping Point
30:10 Text + Image vs. Video: What Works on LinkedIn
33:00 How to Use Comments to Supercharge Distribution
35:40 The Right Way to Follow Up with Creators
36:40 The Three Kinds of Data Stories That Work
38:45 Newsjacking, Press Coverage, and Ecosystem Relevance
42:50 Visual Design: What Makes a Chart Work
46:10 The Tableau → Figma Workflow Explained
49:20 Use One Chart for One Story—Then Scale It
52:00 The Importance of Staying Curious (and Consistent)
54:00 Peter’s Final Advice for SaaS Brands and Creators
Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH
LinkedIn: https://www.linkedin.com/in/finnthormeier/
Website: https://www.project33.io/
#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding
116 episodes
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