In this episode of Grown On, Caitlin Bigelow sits down with Peter Walker, the Head of Insights at Carta. Peter has built a formidable content engine that generated a staggering 28 million organic impressions on LinkedIn last year alone an organic reach equivalent to over $840,000 in paid media spend.

But the true value of Peter's strategy goes beyond just eyeballs. By leveraging Carta’s proprietary data on 60,000+ startups, he has created a "privileged data set" that founders, VCs, and board members use as a source of truth for fundraising and compensation benchmarks.

Caitlin and Peter break down the exact playbook for turning spreadsheets into viral narratives and why your marketing team should stop building 30-page PDFs that nobody reads.

Key Takeaways:

• The ROI of Organic Reach: Why Peter’s LinkedIn activity is effectively worth $2M–$4M annually when factoring in engagement and trust.

• "Atoms to Reports": The secret to using LinkedIn as a signal, posting small "atoms" of data first and only building long reports once they prove successful.

• Efficiency Systems: How Peter reduced his chart-creation time from over an hour to just 10 minutes through high-volume reps.

• The PR Shortcut: How to become a primary source for industry reporters by offering data as evidence for their stories.

• The Personal Brand Advantage: Why having an in-house "evangelist" who isn't the founder can be a massive growth lever.

Connect with Us:

Caitlin Bigelow: https://www.linkedin.com/in/caitlinbigelow/

Peter Walker: https://www.linkedin.com/in/peterjameswalker/

Blazel: https://blazel.com/