How Carta's CMO builds brand in a category no one thinks is emotional ft. Nicole Baer

In this episode, we dig into how Nicole Baer thinks about B2B marketing as an emotional discipline, not a rational one. She shares how she rebuilt Carta's brand through customer storytelling, why brand investment shouldn't be sacrificed for performance marketing, and how AI is reshaping Carta's go-to-market from sales call analysis to synthetic market research. Along the way, Nicole reflects on launching a product during the pandemic at Logitech, the philosophy of "specificity" she and Carta's CEO use to guide creative decisions, and what she'd do with unlimited budget and a full-bore OOH experiment.

About the guest:
Nicole Baer is the CMO at Carta, the ERP for private capital, where she leads brand, demand generation, content, and go-to-market. Before Carta, she held CMO and senior marketing roles at Logitech, Zendesk, and Aon Hewitt. She is known for her belief that B2B marketing is just as emotional as consumer marketing and for building brand strategies that earn affinity rather than just attention.