Leading A Data-Driven Material Marketing Journey With Vitor Peçanha

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No matter how the digital area has evolved considerably over the last decade, 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 country home of his co-founder’s father, Peçanha developed the very first tables for the start-up in 2013.

Huge (and small) choices that formed Rock Content 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 purpose with imagination and analytics.

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

What does it take for 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 Typical Goal

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

Vitor Peçanha: “As the creator of a marketing startup, all I had at the beginning was a concept and a plan to execute it.

We established Rock Material since we believe that there’s a better way to do marketing by using material to draw in and delight your audience and create company.

When we initially began in 2013, content marketing wasn’t effectively understood in the country, and our vision was to become the biggest content marketing business in the world, starting by introducing it to Brazil.”

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

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

Every 6 months, the executive team evaluates the company’s goals– like profits, net earnings retention (NRR), and so on– to create the total company plan for the business.

Then, we have a design of cascading responsibilities and essential efficiency indications (KPIs) that start on top and end at the specific contributor, where all the actions are connected to each other.

Among the effects is that a lot of the department objectives are typically quite near profits, sometimes even shared with the sales group.

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

Purchasing People And Training

How has your viewpoint on structure and managing a team changed with time?

VP: “I learned a few things over the last 10 years, however I think the most essential one is that a fantastic staff member who provides consistent quality and goes the “additional mile” is worth 10x somebody who simply does what he’s told, even if correctly.

This grit that some individuals have makes a whole difference, 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 huge function, but I choose to train an enthusiastic junior employee than handle an appropriate senior one.”

In a 2022 Gartner study, the lack of in-house resources stood apart as the most significant gap in executing content methods. Facing this challenge, how do you attract and retain top marketing skill?

VP: “We constructed a big brand name in the digital marketing space over the last ten years. We are viewed as innovators and innovators in the area, particularly in Brazil, so we do not have a destination problem when it concerns marketing talent.

Likewise, one of our “hacks” is our learning center, Rock University, which has currently crossed the 500,000-student mark since we are basically informing the marketplace for our needs.

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

I choose to have smaller teams, so each member has more obligation and acknowledgment. Given that we outsource our material 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 identify whether you have the right method in location?

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

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

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 largely driven by analytics rather than 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 on data.

I’m constantly checking how many SQLs my team produced, the cost per dollar generated in the pipeline, and channel and project performance. However information alone isn’t adequate to make thoughtful decisions, and that’s where suspicion and experience can be found in.

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

Obviously, not every effort is heavily based upon data. It’s still important to do things that aren’t straight quantifiable, like brand awareness campaigns, however these represent a small portion of my financial investment and time.”

What are the skills that CMOs require which don’t get sufficient attention?

VP: “Having the ability to craft and tell a terrific story, both internally and externally, is among the greatest skills a CMO must have, and it does not get sufficient attention in a world concentrated on data.

Data is vital, obviously, but if you can’t turn that into a method that not only brings results but also delights individuals, you’ll have a difficult time being a terrific CMO and leader.”

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

VP: “A fantastic content marketer can develop pieces of material that seem basic and easy to compose, however behind them, there’s always a technique, a lot of research, and skills that are invisible to the end user, and that’s how it needs to be.”

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

VP: “If whatever 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 will not make sense to call it content marketing, the very same method we do not state Web 2.0 any longer.

Good CMOs and online marketers will comprehend that the customer follows a journey where whatever is content (even pay per click, offline media, and so on), and it does not make good sense to treat them individually.”

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

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Included Image: Thanks To Vitor Peçanha