Leading A Data-Driven Content Marketing Journey With Vitor Peçanha

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No matter how the digital space has evolved substantially over the last years, something remains the same– a chief marketing officer uses 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 country house of his co-founder’s daddy, Peçanha constructed the first tables for the startup in 2013.

Big (and little) choices that shaped Rock Material into what it is today were made around those tables. And the chief marketer sat at the heart of every decision-making procedure, driving development and function with creativity and analytics.

Today, his role as a CMO has actually never 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 Common Goal

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 strategy to perform it.

We established Rock Material because we believe that there’s a better way to do marketing by using content to bring in and delight your audience and create organization.

When we initially started in 2013, material marketing wasn’t effectively known in the nation, and our vision was to become the largest content marketing business worldwide, beginning by presenting it to Brazil.”

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

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

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

Then, we have a design of cascading responsibilities and essential efficiency signs (KPIs) that start at the top and end at the individual contributor, where all the actions are linked to each other.

Among the effects is that many of the department goals are usually quite close to earnings, often even shown the sales group.

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

Purchasing People And Training

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

VP: “I discovered a few things over the last ten years, however I believe the most essential one is that a fantastic team member who delivers constant quality and goes the “extra mile” deserves 10x somebody who just does what he’s informed, even if properly.

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

In a 2022 Gartner survey, the absence of internal resources stood apart as the most significant gap in carrying out content techniques. Facing this obstacle, how do you draw in and retain leading marketing talent?

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

Likewise, among our “hacks” is our knowing center, Rock University, which has currently crossed the 500,000-student mark because we are generally educating the market for our needs.

Retention is a various game because we need to keep them engaged and thrilled with the company, so we invest a lot in training and other efforts.

I choose to have smaller groups, so each member has more obligation and acknowledgment. Since we outsource our content creation to our own freelance network, it’s easier to have a scalable group.”

Leading In A Data-First Culture

What type of material marketing metrics do you concentrate on, and how do you figure out whether you have the ideal method in location?

VP: “The primary metric of my group today is Sales Qualified Leads (SQLs), so I require to generate not just volume however top 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 an eye on the SQL sources based on just how much pipeline each source generates.

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

They say the CMO function is largely driven by analytics rather than gut decisions. Do you concur? How do you use data in your daily work?

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

I’m constantly checking how many SQLs my group generated, the expense per dollar created in the pipeline, and channel and project performance. However information alone isn’t enough to make thoughtful choices, which’s where gut feelings and experience are available in.

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

Of course, not every initiative is greatly based on information. It’s still essential to do things that aren’t straight quantifiable, like brand name awareness campaigns, however these represent a little portion of my investment and time.”

What are the skills that CMOs need which don’t get enough attention?

VP: “Having the ability to craft and tell a fantastic story, both internally and externally, is one of the greatest abilities a CMO need to have, and it does not get enough attention in a world concentrated on information.

Data is necessary, of course, however if you can’t turn that into a technique that not just brings outcomes but also delights individuals, you’ll have a tough time being a great CMO and leader.”

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

VP: “A great content marketer can create pieces of material that appear basic and simple to compose, but behind them, there’s always a strategy, a lot of research study, and abilities that are undetectable to the end user, and that’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 material marketing will no longer be used in the near future.

Content strategies will be so integrated within the marketing department that it will not make sense to call it content marketing, the exact same method we do not say Web 2.0 anymore.

Excellent CMOs and online marketers will understand that the customer follows a journey where everything is content (even PPC, offline media, and so on), and it does not make good sense to treat them individually.”

Check out 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