Carta is an equity management platform for private companies, public companies, investors, law firms, employees and shareholders. They help customers manage their cap tables, valuations, investments, and equity plans.
Emily Kramer is Head of Marketing. Emily is a seasoned B2B marketer, who has built and led marketing teams at Asana, Astro (acquired by Slack) and Ticketfly. Outside of her phenomenal resume, this firecracker has everyone around her in stitches with her energy and quick wit.
Haley Ketterer is the Growth Marketing Manager. Most recently marketing at Intuit, Haley knows the key to results is moving fast, taking risks, measuring results, and iterating. The banter game between these two is strong.
Emily: I joined Carta to lead marketing for a couple of reasons. One, reach a lot of different audiences. We not only reach companies and investors, but also employees. Equity is a really confusing thing. We have an opportunity to really demystify how it works.
Haley: Nicely said.
Emily: Thanks, Haley. What about you? Besides the opportunity to work with me?
Haley: And I kiss the ground you walk on.
Emily: Yeah, I know.
Haley: So I'm so happy for that.
Emily: (to interviewer) You should leave that in.
Haley: (to interviewer) Please.
Haley: A major frustration that I come up against all the time is being a marketing team without any technical support. A lot of tools mandate that you have someone on the back end who's working to code, or skills that most lay-people, most marketers just don't have.
Emily: Lay people? Did you just call all marketers lay people?
Haley: Well, I don't know. Okay fine, people who like...
Emily: Non-technical people.
Haley: The non-technical folks. And it's a daily frustration because you have ideas of stuff you want to execute against. You have ideas about stuff you want to test. And when the tools that you have don't enable you to execute against that, it's just really frustrating because you can't see whatever great stuff you and your team have come up with live and you can't see customers interact with it, which is obviously the end goal.
Haley: We have a very diverse set of customers who want a very diverse set of things from our product. But our homepage before we got Mutiny, was just a flat experience, a generic one that tried to speak to all three audiences equally and really wasn't doing a great job of doing that. And with Mutiny, using a combination of first party data as well as Clearbit, we were able to segment out these audiences and show them something that was specific to them. So identifying what's important and speaking to it. Reducing the size of the page, making sure that the copy and CTAs were clear.
Haley: Other functional groups at Carta who have heard of Mutiny are our sales team. And they think it makes perfect sense, they’re like, 'Why haven't we been doing this before?' I also work with them closely in order to think through the right messaging and language and understand the pain points at which someone would come inbound to Carta.com. Especially on high intent pages like the pricing page, they're always super interested in what we can do and how we can drive more demos for them.
On our pricing page, we have five different plans, which is confusing. We're able, with Mutiny, to actually reduce the number of plans we show because the higher level pre-IPO plans are just simply not relevant for them. That is reducing decision paralysis and generally being helpful.
Haley: Before, the website was a black box and we had very limited understanding of who was actually on there. We just did things in the dark. And now that we've been empowered to understand the folks coming onto our site, we can think of not just on one URL, but across a whole series of URLs. From landing page to demo request and so on, get really specific about the flows and the journeys that we want these audiences to take on our site. We're making sure that we're always showing the right message to the right person at the right time.
It's no longer acceptable to have a website that is a flat generic site. Visitor expectations when coming to a site is that it is dynamic and flexible and understands who you are and what you want to see.
Emily: A lot of marketing that's out there, I don't want to engage with it. It doesn't add value. So we have a rule on our team here about how everything we do has to add some sort of value. A lot of marketers have been trained to just go for volume. The number of things they get out the door. That's not really what works.
Mutiny helps us reach all of our audiences in a personalized way, which is really important for us because our competitors often don't have the same range of products for the same number of audiences. Before we were using Mutiny, our key messages felt really watered down and almost like it was serving no one because we were trying to serve everyone. And so to stand out against our competitors, we really have to be savvy about how we're doing things like personalization.
Companies more and more are starting to realize that personalization tools do need to be in their marketing stack. But right now we're in an interesting spot where not everyone has realized that. So it can really be a competitive advantage to start doing personalization now and you'll see the benefits of higher conversion rates. Not everyone is doing that. And that's all the more reason that you should do it faster because you can play a different game. While we are a big company, we have a really scrappy, small marketing team and for us it saves us time.
Emily: A big difference that Haley and I have noticed is the level of detail and attention that the team at Mutiny has given to us as we onboarded. They truly wanted to understand our audiences and our business. They really wanted to help us figure out what would be the best first things to test and the best first things to personalize and what segments to go after.