Leading A Data-Driven Material Marketing Journey With Vitor Peçanha

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No matter how the digital area has actually evolved significantly over the last decade, something stays the very same– a chief marketing officer wears 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 house of his co-founder’s daddy, Peçanha built the very first tables for the start-up in 2013.

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

Today, his role as a CMO has actually never ever been more vibrant and prominent.

What does it take for modern-day CMOs to become high-impact leaders that drive their companies to success?

Peçanha has a few views to share.

Sharing And Achieving A Typical Objective

What was your vision when you started your role as a CMO?

Vitor Peçanha: “As the founder of a marketing startup, all I had at the start was an idea and a strategy to perform it.

We established Rock Content since our company believe that there’s a better way to do marketing by utilizing material to attract and thrill your audience and produce service.

When we initially began in 2013, material marketing wasn’t very well understood in the country, and our vision was to become the biggest material marketing business in the world, starting by introducing it to Brazil.”

How do you make sure your marketing objectives are aligned with the overall company?

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

Every 6 months, the executive team examines the business’s goals– like earnings, net profits retention (NRR), etc– to create the general organization plan for the company.

Then, we have a design of cascading responsibilities and key performance indications (KPIs) that start at the top and end at the specific contributor, where all the steps are linked to each other.

One of the effects is that a number of the department objectives are typically quite near to income, in some cases even shown the sales group.

My specific goal, for example, is the business’s profits objective, not a marketing-specific metric.”

Buying Individuals And Training

How has your approach on building and managing a group changed gradually?

VP: “I found out a few things over the last 10 years, but I believe the most crucial one is that a terrific staff member who delivers consistent quality and goes the “extra mile” deserves 10x somebody who just does what he’s told, even if correctly.

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

Naturally, if it’s a more senior position, the experience will play a huge role, however I prefer to train an enthusiastic junior employee than deal with an adequate senior one.”

In a 2022 Gartner study, the lack of in-house resources stood out as the most significant gap in executing content techniques. Facing this difficulty, how do you bring in and maintain leading marketing talent?

VP: “We constructed a substantial brand in the digital marketing space over the last ten years. We are viewed as innovators and trendsetters in the area, specifically in Brazil, so we do not have a tourist attraction problem when it concerns marketing talent.

Likewise, one of our “hacks” is our learning center, Rock University, which has already crossed the 500,000-student mark because we are generally educating the marketplace for our requirements.

Retention is a various video game since we need to keep them engaged and thrilled with the business, so we invest a lot in training and other efforts.

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

Leading In A Data-First Culture

What kind of content marketing metrics do you concentrate on, and how do you identify whether you have the best method in place?

VP: “The primary metric of my team today is Sales Certified Leads (SQLs), so I need to produce not only volume however high-quality prospects for the sales team.

It’s simple to understand if we are carrying out well or not with this metric, and we are continuously keeping track of the SQL sources based on just how much pipeline each source creates.

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

They state the CMO function is mostly driven by analytics instead of gut choices. Do you concur? How do you utilize information in your everyday work?

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

I’m constantly checking the number of SQLs my team generated, the cost per dollar created in the pipeline, and channel and project efficiency. But data alone isn’t enough to make thoughtful choices, and that’s where suspicion and experience can be found in.

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

Naturally, not every initiative is greatly based on data. It’s still crucial to do things that aren’t straight measurable, like brand name awareness campaigns, but these represent a little part of my financial investment and time.”

What are the skills that CMOs need which do not get enough attention?

VP: “Having the ability to craft and tell an excellent story, both internally and externally, is among the greatest skills a CMO must have, and it doesn’t get enough attention in a world concentrated on data.

Data is vital, obviously, but if you can’t turn that into a strategy that not just brings results but also thrills people, you’ll have a hard time being a fantastic CMO and leader.”

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

VP: “A fantastic content online marketer can create pieces of content that appear easy and easy to compose, however behind them, there’s always a method, a lot of research, and abilities 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 function of AI in material strategy?

VP: “If everything goes well, the term content marketing will no longer be used in the near future.

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

Excellent CMOs and online marketers will understand that the customer follows a journey where whatever is content (even pay per click, offline media, etc), and it doesn’t make good sense to treat them independently.”

Take a look at this SEJShow episode with Loren Baker, where Peçanha talks more about what lies ahead in content marketing.

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Featured Image: Courtesy of Vitor Peçanha