Leading A Data-Driven Material Marketing Journey With Vitor Peçanha

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No matter how the digital space has actually developed considerably over the last years, one thing stays the same– a chief marketing officer uses different hats.

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

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

Big (and small) decisions 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 imagination and analytics.

Today, his function as a CMO has actually never 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 couple of views to share.

Sharing And Achieving A Common Goal

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

Vitor Peçanha: “As the founder of a marketing startup, 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 much better way to do marketing by using content to draw in and delight your audience and produce business.

When we initially started in 2013, material marketing wasn’t effectively known in the nation, and our vision was to end up being the biggest content marketing business in the world, starting by introducing it to Brazil.”

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

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

Every 6 months, the executive group evaluates the company’s objectives– like income, net profits retention (NRR), etc– to produce the total company plan for the company.

Then, we have a model of cascading obligations and crucial performance indicators (KPIs) that begin at the top and end at the private contributor, where all the steps are linked to each other.

One of the effects is that a lot of the department goals are typically pretty near profits, often even shown the sales group.

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

Purchasing People And Training

How has your philosophy on structure and managing a group changed with time?

VP: “I discovered a couple of things over the last ten years, but I think the most crucial one is that an excellent staff member who provides consistent quality and goes the “extra mile” is worth 10x someone 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 skill more than anything.

Naturally, if it’s a more senior position, the experience will play a big function, but I prefer to train an enthusiastic junior staff member than deal with a sufficient senior one.”

In a 2022 Gartner survey, the absence of internal resources stood apart as the most significant space in carrying out content strategies. Facing this obstacle, how do you attract and maintain leading marketing talent?

VP: “We built a huge brand in the digital marketing area over the last 10 years. We are viewed as innovators and trendsetters in the space, especially in Brazil, so we do not have an attraction problem when it concerns marketing talent.

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

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

I choose to have smaller sized groups, so each member has more obligation and acknowledgment. Considering that we outsource our material creation to our own freelance network, it’s easier to have a scalable team.”

Leading In A Data-First Culture

What type of content marketing metrics do you concentrate on, and how do you identify whether you have the right strategy in location?

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

It’s simple to understand if we are carrying out 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 instance, if a sponsorship creates 1 million in the pipeline and expenses me 100,000, I increase the investment there.”

They state the CMO function is mainly driven by analytics instead of gut choices. Do you concur? How do you use information in your day-to-day work?

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

I’m continuously inspecting how many SQLs my team generated, the expense per dollar generated in the pipeline, and channel and project efficiency. However information alone isn’t sufficient to make thoughtful decisions, and that’s where gut feelings and experience are available in.

A CMO needs to take a look at data and see a story, understand it, and compose its next chapter.

Naturally, not every effort is heavily based upon data. It’s still essential to do things that aren’t directly quantifiable, like brand name awareness projects, but these represent a small portion of my financial investment and time.”

What are the abilities that CMOs need which don’t get sufficient attention?

VP: “Being able to craft and tell a great story, both internally and externally, is one of the best abilities a CMO must have, and it does not get enough attention in a world concentrated on information.

Information is vital, obviously, but if you can’t turn that into a technique that not just brings results but likewise thrills people, you’ll have a hard time being an excellent CMO and leader.”

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

VP: “A fantastic content online marketer can produce pieces of material that appear basic and easy to write, however behind them, there’s always a strategy, a great deal of research, and abilities that are unnoticeable to the end user, which’s how it needs to be.”

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

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

Material strategies will be so integrated within the marketing department that it won’t make sense to call it content marketing, the very same method we don’t say Web 2.0 anymore.

Excellent CMOs and marketers will understand that the consumer follows a journey where whatever is content (even PPC, offline media, and so on), and it doesn’t make good sense to treat them individually.”

Have 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