Leading A Data-Driven Material Marketing Journey With Vitor Peçanha

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No matter how the digital area has developed significantly over the last years, one thing remains the same– a chief marketing officer uses different hats.

Case in point: Vitor Peçanha, co-founder and CMO at Rock Content, a world-renowned leader in material marketing.

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

Big (and small) choices that shaped Rock Content 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 role 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 couple of views to share.

Sharing And Accomplishing A Common Objective

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 founded Rock Material because we believe that there’s a better method to do marketing by using material to bring in and delight your audience and produce service.

When we first began in 2013, content marketing wasn’t very well known in the nation, and our vision was to become the largest material marketing company in the world, starting by presenting it to Brazil.”

How do you make sure your marketing goals are aligned with the total organization?

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

Every 6 months, the executive team examines the business’s goals– like earnings, net revenue retention (NRR), etc– to produce the general service prepare for the company.

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

One of the consequences is that a lot of the department goals are normally quite near to profits, sometimes even shared with the sales group.

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

Investing In Individuals And Training

How has your approach on structure and managing a group changed gradually?

VP: “I found out a few things over the last 10 years, however I think the most crucial one is that a terrific team member who delivers consistent quality and goes the “extra 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 big role, however I choose to train a passionate junior employee than deal with an adequate senior one.”

In a 2022 Gartner study, the absence of internal resources stood out as the biggest gap in executing content techniques. Facing this challenge, how do you draw in and retain leading marketing talent?

VP: “We built a big brand in the digital marketing space over the last 10 years. We are seen as innovators and trendsetters in the space, particularly in Brazil, so we don’t have a tourist attraction issue when it comes to marketing skill.

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

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

I choose to have smaller sized groups, so each member has more responsibility and recognition. Given that we outsource our material development 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 best strategy in location?

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

It’s simple to know if we are performing well or not with this metric, and we are constantly keeping track of the SQL sources based upon how much pipeline each source generates.

So, for example, if a sponsorship produces 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 instead of gut choices. Do you concur? How do you use information in your daily work?

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

I’m continuously inspecting how many SQLs my group generated, 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 needs to take a look at information and see a story, understand it, and compose its next chapter.

Of course, not every initiative is heavily based on information. It’s still crucial to do things that aren’t directly quantifiable, like brand awareness projects, however these represent a small portion of my financial investment and time.”

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

VP: “Having the ability to craft and tell a terrific story, both internally and externally, is one of the greatest skills a CMO must have, and it doesn’t get adequate attention in a world concentrated on information.

Information is vital, obviously, however if you can’t turn that into a method that not just brings results however likewise thrills people, you’ll have a tough time being a great CMO and leader.”

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

VP: “A great content marketer can create pieces of content that seem simple and easy to write, however behind them, there’s constantly a technique, a lot of research study, and abilities that are unnoticeable to the end user, which’s how it must be.”

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

VP: “If everything works out, the term content marketing will no longer be used in the near future.

Content methods will be so incorporated within the marketing department that it won’t make sense to call it content marketing, the same method we do not state Web 2.0 any longer.

Excellent 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 sense to treat them separately.”

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

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Featured Image: Courtesy of Vitor Peçanha