Leading A Data-Driven Material Marketing Journey With Vitor Peçanha

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No matter how the digital area has developed considerably over the last decade, one thing stays the very same– a chief marketing officer wears different 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 country house of his co-founder’s dad, Peçanha developed the first tables for the startup in 2013.

Huge (and little) decisions that shaped Rock Material 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 function with creativity and analytics.

Today, his role as a CMO has actually never been more dynamic and influential.

What does it consider modern-day CMOs to end up being high-impact leaders that drive their companies to success?

Peçanha has a few views to share.

Sharing And Accomplishing 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 start was a concept and a strategy to execute it.

We founded Rock Content since we believe that there’s a better method to do marketing by utilizing material to bring in and delight your audience and generate service.

When we first started in 2013, material marketing wasn’t very well understood in the nation, and our vision was to become the biggest content marketing business in the world, beginning by presenting it to Brazil.”

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

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

Every 6 months, the executive team examines the company’s objectives– like earnings, net income retention (NRR), etc– to create the overall company plan for the business.

Then, we have a model of cascading responsibilities and crucial performance indications (KPIs) that begin on top and end at the individual contributor, where all the actions are linked to each other.

One of the repercussions is that a number of the department objectives are generally pretty close to profits, often even shown the sales team.

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

Buying Individuals And Training

How has your viewpoint on building and managing a team changed gradually?

VP: “I learned a few things over the last 10 years, however I think the most crucial one is that a terrific staff member who delivers consistent quality and goes the “additional mile” is worth 10x someone who simply does what he’s informed, even if properly.

This grit that some people have makes a whole distinction, and now I focus my hiring on this soft ability more than anything.

Obviously, if it’s a more senior position, the experience will play a big function, however I prefer to train a passionate junior staff member than deal with an appropriate senior one.”

In a 2022 Gartner survey, the lack of internal resources stood out as the biggest gap in carrying out content methods. Facing this obstacle, how do you attract and keep leading marketing talent?

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

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

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

I prefer 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 team.”

Leading In A Data-First Culture

What kind of material marketing metrics do you concentrate on, and how do you determine whether you have the ideal method in place?

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

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 generates.

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

They say the CMO function is mainly driven by analytics instead of gut decisions. Do you agree? How do you use information in your daily work?

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

I’m continuously inspecting how many SQLs my group generated, the cost per dollar created in the pipeline, and channel and campaign efficiency. But data alone isn’t enough to make thoughtful decisions, which’s where suspicion and experience come in.

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

Obviously, not every initiative is heavily based upon data. It’s still important to do things that aren’t straight quantifiable, like brand name awareness projects, but these represent a little part of my investment and time.”

What are the abilities that CMOs require which do not get sufficient attention?

VP: “Being able to craft and inform an excellent story, both internally and externally, is among the greatest abilities a CMO must have, and it does not get sufficient attention in a world concentrated on information.

Information is necessary, obviously, but if you can’t turn that into a technique that not only brings results however likewise delights people, you’ll have a tough time being a fantastic CMO and leader.”

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

VP: “A great content online marketer can develop pieces of content that appear simple and easy to compose, however behind them, there’s constantly a method, a great deal of research study, and skills that are invisible to the end user, which’s how it needs to be.”

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

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

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

Great CMOs and online marketers will comprehend that the client follows a journey where whatever is content (even PPC, offline media, etc), and it does not make 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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Featured Image: Courtesy of Vitor Peçanha