Leading A Data-Driven Material Marketing Journey With Vitor Peçanha

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No matter how the digital space has actually developed substantially over the last years, something stays the very same– a chief marketing officer wears various 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 home of his co-founder’s dad, Peçanha developed the first tables for the startup in 2013.

Big (and little) choices 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 function with imagination and analytics.

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

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 Accomplishing A Typical Objective

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

Vitor Peçanha: “As the creator of a marketing startup, all I had at the start was an idea and a strategy to perform it.

We founded Rock Content since we believe that there’s a better way to do marketing by using material to attract and thrill your audience and generate service.

When we first started in 2013, material marketing wasn’t extremely well understood in the nation, and our vision was to become the biggest material marketing business on the planet, starting by presenting it to Brazil.”

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

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

Every 6 months, the executive team reviews the business’s objectives– like income, net earnings retention (NRR), etc– to develop the overall business prepare for the company.

Then, we have a model of cascading obligations and crucial performance signs (KPIs) that start on top and end at the private contributor, where all the actions are connected to each other.

Among the consequences is that a lot of the department goals are generally pretty near profits, in some cases even shown the sales team.

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

Buying People And Training

How has your approach on building and managing a group altered in time?

VP: “I learned a few things over the last 10 years, but I think the most important one is that a great team member who delivers constant quality and goes the “extra mile” is worth 10x somebody who just does what he’s told, even if properly.

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

Naturally, if it’s a more senior position, the experience will play a big function, however I prefer to train an enthusiastic junior worker than handle a sufficient senior one.”

In a 2022 Gartner study, the absence of in-house resources stuck out as the biggest space in carrying out content techniques. Facing this difficulty, how do you draw in and keep leading marketing skill?

VP: “We built a huge brand name in the digital marketing area over the last ten years. We are viewed as innovators and innovators in the area, especially in Brazil, so we do not have a tourist attraction problem when it concerns marketing talent.

Likewise, one of our “hacks” is our knowing center, Rock University, which has actually currently crossed the 500,000-student mark because we are generally educating the marketplace for our requirements.

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

I prefer to have smaller teams, so each member has more obligation and acknowledgment. Considering that we outsource our material production to our own freelance network, it’s much easier to have a scalable team.”

Leading In A Data-First Culture

What kind of material marketing metrics do you concentrate on, and how do you identify whether you have the right strategy in location?

VP: “The primary metric of my group today is Sales Qualified Leads (SQLs), so I need to generate 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 an eye on the SQL sources based upon how much pipeline each source produces.

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

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

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

I’m constantly checking the number of SQLs my team created, the cost per dollar generated in the pipeline, and channel and campaign efficiency. But data alone isn’t sufficient to make thoughtful choices, and that’s where suspicion and experience can be found in.

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

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

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

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

Data is essential, naturally, but if you can’t turn that into a method that not just brings outcomes however also thrills people, you’ll have a hard time being an excellent CMO and leader.”

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

VP: “A fantastic content online marketer can create pieces of material that appear simple and simple to write, but behind them, there’s constantly a method, a lot of research, and abilities that are unnoticeable to the end user, and that’s how it ought to be.”

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

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

Material techniques will be so integrated within the marketing department that it will not make good sense to call it content marketing, the exact same way we do not say Web 2.0 anymore.

Good CMOs and marketers will comprehend that the client follows a journey where everything is content (even pay per click, offline media, etc), and it doesn’t make 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