Leading A Data-Driven Material Marketing Journey With Vitor Peçanha

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No matter how the digital area has evolved significantly over the last years, something stays the exact same– a chief marketing officer uses various hats.

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

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

Big (and small) choices that shaped Rock Material 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 development and function with creativity and analytics.

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

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 Achieving A Common Goal

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

Vitor Peçanha: “As the founder of a marketing start-up, all I had at the beginning was a concept and a strategy to perform it.

We established Rock Content because our company believe that there’s a much better method to do marketing by utilizing material to attract and delight your audience and produce service.

When we initially started in 2013, content marketing wasn’t extremely well understood in the country, and our vision was to become the biggest material marketing company on the planet, beginning by introducing it to Brazil.”

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

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

Every 6 months, the executive group evaluates the company’s objectives– like revenue, net income retention (NRR), etc– to create the overall organization plan for the company.

Then, we have a design of cascading obligations and essential efficiency indicators (KPIs) that begin on top and end at the specific factor, where all the steps are linked to each other.

One of the consequences is that a number of the department objectives are generally pretty close to revenue, in some cases even shared with the sales team.

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

Investing In Individuals And Training

How has your philosophy on structure and handling a group altered with time?

VP: “I discovered a few things over the last 10 years, but I believe the most important one is that an excellent team member who provides constant quality and goes the “additional mile” deserves 10x somebody who simply does what he’s informed, even if correctly.

This grit that some individuals have makes a whole distinction, 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 big role, however I prefer to train a passionate junior employee than handle a sufficient senior one.”

In a 2022 Gartner survey, the lack of internal resources stuck out as the biggest gap in performing content techniques. Facing this obstacle, how do you attract and retain leading marketing talent?

VP: “We built a big brand in the digital marketing space over the last ten years. We are viewed as innovators and innovators in the space, specifically in Brazil, so we don’t have a destination problem when it comes to marketing skill.

Also, among our “hacks” is our learning center, Rock University, which has actually already crossed the 500,000-student mark because we are essentially educating the market for our requirements.

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

I prefer to have smaller teams, so each member has more responsibility and acknowledgment. Since we outsource our material creation to our own freelance network, it’s much easier to have a scalable team.”

Leading In A Data-First Culture

What sort of material marketing metrics do you focus on, and how do you figure out whether you have the ideal method in place?

VP: “The main metric of my team today is Sales Certified Leads (SQLs), so I need to create not just volume however top quality prospects for the sales team.

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

So, for instance, if a sponsorship creates 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 decisions. Do you concur? How do you utilize data in your everyday work?

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

I’m continuously checking the number of SQLs my group created, the cost per dollar generated in the pipeline, and channel and project efficiency. But data alone isn’t enough to make thoughtful decisions, and that’s where gut feelings and experience are available in.

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

Of course, not every effort is greatly based upon data. It’s still important to do things that aren’t straight quantifiable, like brand name awareness campaigns, but these represent a small part of my investment and time.”

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

VP: “Being able to craft and inform a fantastic story, both internally and externally, is one of the greatest abilities a CMO must have, and it doesn’t get enough attention in a world focused on information.

Information is vital, obviously, however if you can’t turn that into a technique that not just brings results but also thrills individuals, you’ll have a difficult time being a great CMO and leader.”

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

VP: “A terrific content marketer can develop pieces of material that seem easy and simple to write, but behind them, there’s always a method, a lot of research study, and abilities that are undetectable to the end user, and that’s how it should be.”

What do you think the future of material marketing will be? The function of AI in content technique?

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

Content methods will be so incorporated within the marketing department that it won’t make sense to call it content marketing, the exact same method we do not state Web 2.0 anymore.

Excellent CMOs and online marketers will comprehend that the client follows a journey where whatever is content (even PPC, offline media, etc), and it doesn’t make 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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Included Image: Thanks To Vitor Peçanha