Leading A Data-Driven Material Marketing Journey With Vitor Peçanha

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No matter how the digital space has actually progressed considerably over the last years, one thing remains the exact same– a chief marketing officer wears various hats.

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

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

Huge (and small) decisions 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 procedure, driving development and purpose with imagination and analytics.

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

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

Peçanha has a few views to share.

Sharing And Achieving A Typical Objective

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

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

We established Rock Content since our company believe that there’s a much better way to do marketing by utilizing material to attract and thrill your audience and generate service.

When we initially started in 2013, material marketing wasn’t extremely well understood in the country, and our vision was to end up being the biggest content marketing company on the planet, beginning by presenting it to Brazil.”

How do you ensure your marketing objectives are lined up with the general organization?

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

Every 6 months, the executive team evaluates the company’s goals– like revenue, net profits retention (NRR), etc– to create the overall business prepare for the company.

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

One of the effects is that much of the department goals are normally pretty near to earnings, sometimes even shared with the sales team.

My private objective, for instance, is the company’s profits objective, not a marketing-specific metric.”

Buying Individuals And Training

How has your viewpoint on building and handling a group altered with time?

VP: “I learned a couple of things over the last ten years, but I think the most important one is that an excellent team member who delivers constant quality and goes the “additional mile” is worth 10x someone who just does what he’s told, even if correctly.

This grit that some people have makes a whole distinction, and now I focus my hiring on this soft skill more than anything.

Of course, if it’s a more senior position, the experience will play a huge function, however I choose to train an enthusiastic junior employee than handle an appropriate senior one.”

In a 2022 Gartner survey, the absence of internal resources stood apart as the most significant space in carrying out content strategies. Facing this obstacle, how do you attract and maintain top marketing skill?

VP: “We constructed a big brand in the digital marketing area over the last 10 years. We are viewed as innovators and innovators in the area, specifically in Brazil, so we do not have a tourist attraction issue when it concerns 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 basically informing the marketplace for our needs.

Retention is a different game because we require to keep them engaged and thrilled with the business, so we invest a lot in training and other efforts.

I choose to have smaller sized groups, so each member has more obligation and recognition. Because we outsource our content creation to our own freelance network, it’s easier 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 identify whether you have the ideal strategy in location?

VP: “The primary metric of my team today is Sales Certified Leads (SQLs), so I need to generate not only volume however 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 track of the SQL sources based on just how much pipeline each source produces.

So, for instance, 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 mainly driven by analytics rather than gut decisions. Do you agree? How do you use information in your daily work?

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

I’m constantly examining the number of SQLs my team generated, the expense per dollar produced in the pipeline, and channel and project efficiency. But information alone isn’t sufficient to make thoughtful decisions, which’s where suspicion and experience are available in.

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

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

What are the abilities that CMOs require which do not get sufficient attention?

VP: “Being able to craft and inform a fantastic story, both internally and externally, is one of the best abilities a CMO must have, and it does not get sufficient attention in a world concentrated on information.

Information is vital, naturally, but if you can’t turn that into a method that not just brings results however likewise excites people, you’ll have a difficult time being a fantastic CMO and leader.”

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

VP: “A terrific content online marketer can develop pieces of material that appear basic and easy to compose, however behind them, there’s constantly a strategy, a lot 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 content marketing will be? The function of AI in content strategy?

VP: “If whatever goes well, the term content marketing will no longer be used in the future.

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

Great CMOs and online marketers will comprehend that the consumer follows a journey where everything is content (even pay per click, offline media, and so on), and it doesn’t make good sense to treat them separately.”

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: Courtesy of Vitor Peçanha