Leading A Data-Driven Material Marketing Journey With Vitor Peçanha

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No matter how the digital space has progressed significantly over the last years, one thing 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 nation home of his co-founder’s father, Peçanha constructed the first tables for the start-up in 2013.

Big (and little) choices that formed 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 purpose with imagination and analytics.

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

What does it consider modern-day CMOs to become 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 function as a CMO?

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

We established Rock Content since our company believe that there’s a better method to do marketing by using content to attract and delight your audience and generate business.

When we first started in 2013, material marketing wasn’t very well known in the country, and our vision was to end up being the largest material marketing business in the world, beginning by presenting it to Brazil.”

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

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

Every 6 months, the executive team reviews the business’s objectives– like revenue, net earnings retention (NRR), and so on– to create the overall organization plan for the company.

Then, we have a model of cascading duties and key efficiency indicators (KPIs) that start on top and end at the specific factor, where all the steps are linked to each other.

One of the consequences is that many of the department goals are generally quite close to profits, often even shown the sales group.

My individual goal, for example, is the company’s revenue objective, not a marketing-specific metric.”

Investing In People And Training

How has your philosophy on structure and handling a team altered in time?

VP: “I learned a couple of things over the last 10 years, but I think the most essential one is that a fantastic employee who provides constant 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 ability more than anything.

Naturally, if it’s a more senior position, the experience will play a big role, however I prefer to train a passionate junior staff member than handle a sufficient senior one.”

In a 2022 Gartner study, the absence of internal resources stood apart as the biggest gap in performing content techniques. Facing this obstacle, how do you draw in and maintain top marketing skill?

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

Also, one of our “hacks” is our learning center, Rock University, which has currently crossed the 500,000-student mark since we are basically educating the market for our requirements.

Retention is a different 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 prefer to have smaller sized teams, so each member has more duty and recognition. Because we outsource our content development to our own freelance network, it’s simpler to have a scalable team.”

Leading In A Data-First Culture

What type of material marketing metrics do you focus on, and how do you figure out whether you have the ideal strategy in location?

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

It’s easy 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 how much pipeline each source generates.

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

They say the CMO function is largely driven by analytics rather than gut choices. Do you agree? How do you use information in your day-to-day work?

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

I’m continuously examining how many SQLs my group generated, the cost per dollar generated in the pipeline, and channel and project performance. But information alone isn’t enough to make thoughtful choices, which’s where suspicion and experience come in.

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

Naturally, not every initiative is greatly based upon data. It’s still essential to do things that aren’t directly measurable, like brand name awareness campaigns, however these represent a small part of my investment and time.”

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

VP: “Having the ability to craft and tell a fantastic story, both internally and externally, is among the best abilities a CMO should have, and it does not get sufficient attention in a world concentrated on information.

Information is essential, of course, but if you can’t turn that into a method that not only brings outcomes however likewise thrills individuals, you’ll have a tough time being an excellent CMO and leader.”

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

VP: “A terrific content online marketer can develop pieces of material that seem simple and easy to write, but behind them, there’s always a technique, a great deal of research, and abilities that are unnoticeable to the end user, which’s how it ought to be.”

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

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

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

Good CMOs and online 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 separately.”

Check out 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