Leading A Data-Driven Material Marketing Journey With Vitor Peçanha

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No matter how the digital space has actually evolved considerably over the last years, something remains the very same– a chief marketing officer uses different hats.

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

Utilizing old doors from a country home of his co-founder’s dad, Peçanha developed the first tables for the start-up in 2013.

Big (and small) decisions 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 procedure, driving development and purpose with imagination and analytics.

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

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

Peçanha has a couple of views to share.

Sharing And Accomplishing A Common Goal

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

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

We established Rock Material since we believe that there’s a better method to do marketing by using content to bring in and thrill your audience and generate organization.

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 company worldwide, starting by introducing it to Brazil.”

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

VP: “At Rock Material, we have a structured management model in place.

Every 6 months, the executive team evaluates the business’s objectives– like earnings, net profits retention (NRR), and so on– to develop the total service prepare for the business.

Then, we have a model of cascading responsibilities and key performance signs (KPIs) that begin at the top and end at the specific contributor, where all the steps are connected to each other.

One of the effects is that much of the department goals are generally pretty near revenue, often even shown the sales group.

My individual objective, for instance, is the business’s income objective, not a marketing-specific metric.”

Buying Individuals And Training

How has your viewpoint on structure and handling a team altered with time?

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

This grit that some individuals have makes a whole difference, and now I focus my hiring on this soft skill more than anything.

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

In a 2022 Gartner survey, the lack of in-house resources stood apart as the greatest gap in carrying out content strategies. Facing this obstacle, how do you attract and maintain top marketing skill?

VP: “We built a huge brand name in the digital marketing area over the last ten years. We are viewed as innovators and innovators in the space, specifically in Brazil, so we don’t have a tourist attraction issue when it comes to marketing talent.

Also, one of our “hacks” is our learning center, Rock University, which has actually already crossed the 500,000-student mark due to the fact that we are generally informing the market for our needs.

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

I choose to have smaller groups, so each member has more obligation and recognition. Because 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 focus on, and how do you figure out whether you have the ideal strategy in place?

VP: “The primary metric of my team today is Sales Certified Leads (SQLs), so I require to generate not only volume but top quality potential customers for the sales group.

It’s simple to know if we are performing well or not with this metric, and we are continuously monitoring the SQL sources based upon 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 function is mainly driven by analytics instead of gut decisions. Do you concur? How do you utilize data in your day-to-day work?

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

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

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

Obviously, not every initiative is greatly based on information. It’s still essential to do things that aren’t directly quantifiable, like brand awareness projects, however these represent a small portion of my investment and time.”

What are the skills that CMOs need which don’t get enough attention?

VP: “Being able to craft and tell a terrific story, both internally and externally, is one of the best skills a CMO must have, and it doesn’t get enough attention in a world concentrated on information.

Data is essential, naturally, however if you can’t turn that into a strategy that not only brings outcomes however also thrills individuals, you’ll have a hard time being an excellent CMO and leader.”

If you had to summarize the value of a content marketer, what would it be?

VP: “An excellent content online marketer can develop pieces of material that appear simple and easy to compose, however behind them, there’s constantly a strategy, a lot of research, and skills that are invisible to the end user, which’s how it must be.”

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

VP: “If whatever goes well, the term material marketing will no longer be used in the future.

Content strategies will be so incorporated within the marketing department that it won’t make good sense to call it content marketing, the same way we don’t say Web 2.0 anymore.

Great CMOs and online marketers will comprehend that the customer follows a journey where whatever is content (even PPC, offline media, etc), and it does not make good sense to treat them independently.”

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

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Featured Image: Courtesy of Vitor Peçanha