Leading A Data-Driven Material Marketing Journey With Vitor Peçanha

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No matter how the digital area has actually developed significantly over the last decade, one thing remains 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 content marketing.

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

Huge (and little) decisions that shaped 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 ever been more dynamic and influential.

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

Peçanha has a couple of views to share.

Sharing And Attaining A Typical 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 a concept and a strategy to perform it.

We established Rock Material because we believe that there’s a much better way to do marketing by using content to attract and delight your audience and produce company.

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

How do you make certain your marketing goals are aligned with the total company?

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

Every six months, the executive group reviews the company’s goals– like earnings, net income retention (NRR), and so on– to develop the total company plan for the business.

Then, we have a design of cascading obligations and crucial efficiency indicators (KPIs) that begin on top and end at the specific factor, where all the actions are connected to each other.

Among the effects is that a number of the department goals are normally pretty close to revenue, in some cases even shared with the sales group.

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

Buying Individuals And Training

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

VP: “I found out a few things over the last ten years, but I believe the most crucial one is that an excellent staff member who delivers consistent quality and goes the “additional mile” is worth 10x someone who simply does what he’s told, even if correctly.

This grit that some people have makes an entire 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 big role, but I choose to train a passionate junior staff member than handle a sufficient senior one.”

In a 2022 Gartner survey, the lack of in-house resources stood apart as the greatest gap in performing content techniques. Facing this challenge, how do you attract and keep leading marketing talent?

VP: “We constructed a big 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 a destination issue when it comes to marketing skill.

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

Retention is a various game since we require to keep them engaged and delighted with the business, so we invest a lot in training and other initiatives.

I choose to have smaller sized groups, so each member has more responsibility and acknowledgment. Because we outsource our material production to our own freelance network, it’s simpler to have a scalable group.”

Leading In A Data-First Culture

What type of content marketing metrics do you focus on, and how do you determine whether you have the ideal strategy in place?

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

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

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

They state the CMO function is mostly driven by analytics instead of gut decisions. Do you concur? How do you utilize information in your everyday work?

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

I’m continuously checking how many SQLs my group produced, the cost per dollar produced in the pipeline, and channel and campaign efficiency. However information alone isn’t enough to make thoughtful choices, which’s where gut feelings and experience are available in.

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

Naturally, not every effort is greatly based on data. It’s still essential to do things that aren’t straight quantifiable, like brand awareness campaigns, 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: “Having the ability to craft and inform a terrific story, both internally and externally, is among the greatest abilities a CMO need to have, and it doesn’t get sufficient attention in a world concentrated on information.

Data is vital, of course, however if you can’t turn that into a technique that not just brings results however likewise excites people, you’ll have a hard time being an excellent CMO and leader.”

If you needed to summarize the worth of a content marketer, what would it be?

VP: “A great content online marketer can produce pieces of content that seem basic and easy to compose, however behind them, there’s always a method, a great deal of research study, and abilities that are invisible to the end user, which’s how it should be.”

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

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

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

Great CMOs and marketers will comprehend that the client follows a journey where whatever is content (even pay per click, offline media, etc), and it doesn’t make good sense to treat them independently.”

Take 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