Leading A Data-Driven Material Marketing Journey With Vitor Peçanha

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No matter how the digital area has evolved substantially over the last decade, something 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 material marketing.

Using old doors from a nation home of his co-founder’s daddy, Peçanha built the very first tables for the start-up in 2013.

Huge (and little) 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 growth and function with creativity and analytics.

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

What does it consider modern-day CMOs to end up being high-impact leaders that drive their organizations to success?

Peçanha has a few views to share.

Sharing And Accomplishing A Common Goal

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

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

We founded Rock Content since we believe that there’s a better way to do marketing by utilizing content to attract and delight your audience and produce business.

When we first began in 2013, content marketing wasn’t effectively understood in the country, and our vision was to end up being the largest material marketing business in the world, starting by presenting it to Brazil.”

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

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

Every six months, the executive team reviews the company’s objectives– like revenue, net revenue retention (NRR), and so on– to develop the overall business plan for the business.

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

Among the consequences is that a number of the department goals are normally quite near profits, in some cases even shown the sales team.

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

Buying Individuals And Training

How has your viewpoint on structure and managing a team changed over time?

VP: “I found out a couple of things over the last 10 years, however I believe the most crucial one is that a fantastic employee who delivers constant quality and goes the “extra mile” is worth 10x somebody who simply does what he’s informed, even if properly.

This grit that some individuals have makes an entire 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 big role, but I choose to train a passionate junior staff member than deal with an appropriate senior one.”

In a 2022 Gartner study, the lack of internal resources stuck out as the greatest gap in executing content methods. Facing this challenge, how do you draw in and maintain leading marketing talent?

VP: “We built a substantial brand name in the digital marketing area over the last 10 years. We are viewed as innovators and innovators in the area, especially in Brazil, so we do not have an attraction problem when it comes to marketing talent.

Also, one of our “hacks” is our learning center, Rock University, which has currently crossed the 500,000-student mark due to the fact that we are generally informing the marketplace for our needs.

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

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

Leading In A Data-First Culture

What type of content marketing metrics do you focus on, and how do you identify whether you have the right technique in location?

VP: “The primary metric of my group today is Sales Qualified Leads (SQLs), so I need to generate not only volume however high-quality prospects for the sales group.

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

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

They say the CMO role is mainly driven by analytics instead of gut choices. Do you agree? How do you use data in your everyday work?

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

I’m constantly checking the number of SQLs my team generated, the cost per dollar created in the pipeline, and channel and project performance. But information alone isn’t sufficient to make thoughtful choices, and that’s where suspicion and experience come in.

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

Naturally, not every effort is heavily based upon data. It’s still important to do things that aren’t straight measurable, like brand name awareness projects, but these represent a little portion of my financial investment and time.”

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

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

Data is necessary, naturally, but if you can’t turn that into a technique that not just brings outcomes however likewise thrills people, you’ll have a tough time being a great 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 develop pieces of content that seem basic and simple to compose, however behind them, there’s constantly a technique, a great deal of research study, and skills that are invisible to the end user, and that’s how it must be.”

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

VP: “If whatever 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 exact same way we do not state Web 2.0 anymore.

Excellent CMOs and online marketers will understand that the client follows a journey where whatever is content (even PPC, offline media, etc), and it does not make good 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