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, one thing remains the exact 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.

Using old doors from a country house of his co-founder’s dad, Peçanha developed the first tables for the start-up in 2013.

Huge (and small) decisions that formed 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 development and function with creativity and analytics.

Today, his function as a CMO has actually never ever been more vibrant 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 Attaining A Typical 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 plan to perform it.

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

When we initially started in 2013, material marketing wasn’t extremely well understood in the country, and our vision was to become the biggest content marketing business in the world, starting by presenting it to Brazil.”

How do you make certain your marketing objectives are aligned with the general company?

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

Every 6 months, the executive team reviews the business’s goals– like profits, net income retention (NRR), and so on– to develop the total organization plan for the business.

Then, we have a design of cascading duties and crucial performance indicators (KPIs) that start on top and end at the specific factor, where all the actions are linked to each other.

One of the repercussions is that a lot of the department objectives are typically pretty close to profits, in some cases even shown the sales group.

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

Buying People And Training

How has your approach on building and handling a team altered in time?

VP: “I discovered a few things over the last 10 years, but I believe the most important one is that an excellent staff member who provides consistent quality and goes the “extra mile” deserves 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 huge function, however I prefer to train a passionate junior employee than handle an adequate senior one.”

In a 2022 Gartner survey, the lack of internal resources stood out as the greatest gap in performing content techniques. Facing this difficulty, how do you bring in and keep top marketing talent?

VP: “We developed a big brand in the digital marketing area over the last 10 years. We are viewed as innovators and innovators in the space, specifically in Brazil, so we don’t have a destination issue when it concerns marketing skill.

Likewise, among our “hacks” is our knowing center, Rock University, which has actually already crossed the 500,000-student mark since we are basically educating the marketplace for our requirements.

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

I prefer to have smaller sized groups, so each member has more obligation and acknowledgment. Since 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 sort of material marketing metrics do you concentrate on, and how do you figure out whether you have the ideal method in location?

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

It’s easy to know if we are carrying out well or not with this metric, and we are continuously keeping an eye on the SQL sources based on just how much pipeline each source creates.

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

They state the CMO function is mainly driven by analytics rather than gut decisions. Do you agree? How do you use data in your everyday work?

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

I’m constantly inspecting the number of SQLs my team created, the cost per dollar produced in the pipeline, and channel and campaign efficiency. But information alone isn’t sufficient to make thoughtful choices, and that’s where suspicion and experience are available in.

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

Obviously, not every initiative is greatly based on information. It’s still important to do things that aren’t directly quantifiable, like brand name awareness campaigns, but these represent a little part of my investment and time.”

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

VP: “Being able to craft and tell an excellent story, both internally and externally, is among the greatest skills a CMO must have, and it doesn’t get sufficient attention in a world focused on information.

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

If you had to summarize the value of a content marketer, what would it be?

VP: “An excellent content online marketer can produce pieces of content that seem easy and easy to write, however behind them, there’s constantly a strategy, a great deal of research study, and abilities that are invisible to the end user, and that’s how it must be.”

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

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

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

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

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