Leading A Data-Driven Material Marketing Journey With Vitor Peçanha

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No matter how the digital space has actually progressed considerably over the last decade, one thing remains the exact same– a chief marketing officer uses various hats.

Case in point: Vitor Peçanha, co-founder and CMO at Rock Material, a world-renowned leader in content marketing.

Utilizing old doors from a nation home of his co-founder’s father, Peçanha built the very first tables for the start-up in 2013.

Huge (and little) choices that shaped Rock Content into what it is today were made around those tables. And the chief online marketer sat at the heart of every decision-making process, driving growth and purpose with imagination and analytics.

Today, his function as a CMO has never been more vibrant and prominent.

What does it take for modern-day CMOs to end up being high-impact leaders that drive their organizations to success?

Peçanha has a few views to share.

Sharing And Accomplishing A Typical Objective

What was your vision when you began your function as a CMO?

Vitor Peçanha: “As the founder of a marketing start-up, all I had at the beginning was an idea and a plan to execute it.

We founded Rock Content due to the fact that our company believe that there’s a better method to do marketing by using content to attract and delight your audience and create service.

When we initially started in 2013, content marketing wasn’t very well known in the nation, and our vision was to become the largest material marketing company on the planet, starting by introducing it to Brazil.”

How do you ensure your marketing objectives are aligned with the general organization?

VP: “At Rock Content, we have a structured management design in location.

Every 6 months, the executive team evaluates the company’s goals– like profits, net earnings retention (NRR), and so on– to create the general business prepare for the business.

Then, we have a model of cascading duties and key efficiency indications (KPIs) that start on top and end at the private contributor, where all the actions are connected to each other.

One of the consequences is that a lot of the department goals are generally quite near to earnings, often even shared with the sales team.

My private goal, for instance, is the business’s earnings goal, not a marketing-specific metric.”

Buying People And Training

How has your approach on structure and managing a team altered over time?

VP: “I found out a few things over the last 10 years, but I think the most crucial one is that a terrific team member who provides constant quality and goes the “additional mile” deserves 10x somebody who simply does what he’s informed, even if properly.

This grit that some people have makes an entire difference, and now I focus my hiring on this soft ability more than anything.

Of course, if it’s a more senior position, the experience will play a huge function, but I choose to train an enthusiastic junior worker than handle an appropriate senior one.”

In a 2022 Gartner survey, the absence of in-house resources stood apart as the biggest gap in performing content techniques. Facing this difficulty, how do you attract and maintain leading marketing skill?

VP: “We constructed a huge brand in the digital marketing area over the last 10 years. We are viewed as innovators and innovators in the space, particularly in Brazil, so we do not have a tourist attraction issue when it pertains to marketing skill.

Likewise, among our “hacks” is our knowing center, Rock University, which has currently crossed the 500,000-student mark since we are generally informing the marketplace for our needs.

Retention is a various game since we need to keep them engaged and excited with the company, so we invest a lot in training and other initiatives.

I prefer to have smaller sized groups, so each member has more obligation and recognition. Since we outsource our content creation to our own freelance network, it’s simpler to have a scalable group.”

Leading In A Data-First Culture

What sort of material marketing metrics do you focus on, and how do you identify whether you have the right strategy in location?

VP: “The primary metric of my team today is Sales Certified Leads (SQLs), so I require to create not just volume but high-quality prospects for the sales team.

It’s simple to understand if we are performing well or not with this metric, and we are continuously monitoring the SQL sources based on just how much pipeline each source produces.

So, for example, if a sponsorship creates 1 million in the pipeline and costs me 100,000, I increase the investment there.”

They say the CMO role is largely driven by analytics instead of gut decisions. Do you agree? How do you utilize information in your day-to-day work?

VP: “I agree, and the majority of my decisions are based upon data.

I’m constantly checking how many SQLs my team produced, the cost per dollar created in the pipeline, and channel and campaign efficiency. However information alone isn’t adequate to make thoughtful choices, which’s where gut feelings and experience can be found in.

A CMO needs to look at information and see a story, comprehend it, and compose its next chapter.

Obviously, not every effort is heavily based upon information. It’s still crucial to do things that aren’t directly measurable, like brand name awareness projects, but these represent a little portion of my financial investment and time.”

What are the skills that CMOs require which don’t get adequate attention?

VP: “Being able to craft and tell a fantastic story, both internally and externally, is one of the best skills a CMO need to have, and it does not get adequate attention in a world focused on information.

Data is essential, obviously, however if you can’t turn that into a method that not only brings results however also excites individuals, you’ll have a difficult time being a terrific CMO and leader.”

If you had to sum up the worth of a content marketer, what would it be?

VP: “An excellent content marketer can develop pieces of content that appear basic and simple to write, however behind them, there’s constantly a technique, a great deal of research, and skills that are undetectable to the end user, which’s how it ought to be.”

What do you believe the future of material marketing will be? The role of AI in content strategy?

VP: “If everything works out, the term material marketing will no longer be utilized in the future.

Content methods will be so incorporated within the marketing department that it will not make good sense to call it content marketing, the very same way we do not say Web 2.0 anymore.

Great CMOs and online marketers will comprehend that the consumer follows a journey where whatever is content (even pay per click, offline media, etc), and it does not make sense to treat them individually.”

Check out this SEJShow episode with Loren Baker, where Peçanha talks more about what lies ahead in content marketing.

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Included Image: Courtesy of Vitor Peçanha