Leading A Data-Driven Material Marketing Journey With Vitor Peçanha

Posted by

No matter how the digital space has progressed significantly over the last years, something remains the exact same– a chief marketing officer uses 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 daddy, Peçanha built the very first tables for the start-up in 2013.

Big (and little) choices that formed Rock Material 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 growth and purpose with imagination and analytics.

Today, his role as a CMO has actually never ever been more dynamic 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 Achieving A Common Goal

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 start was a concept and a strategy to execute it.

We founded Rock Material since our company believe that there’s a better way to do marketing by using content to bring in and delight your audience and generate organization.

When we initially started in 2013, content marketing wasn’t very well known in the country, and our vision was to end up being the biggest material marketing company worldwide, beginning by introducing it to Brazil.”

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

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

Every six months, the executive group examines the business’s goals– like profits, net earnings retention (NRR), and so on– to create the general organization prepare for the business.

Then, we have a design of cascading duties and essential efficiency indicators (KPIs) that begin at the top and end at the individual factor, where all the steps are connected to each other.

One of the repercussions is that much of the department objectives are normally quite near to earnings, sometimes even shown the sales team.

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

Investing In People And Training

How has your philosophy on structure and managing a team altered gradually?

VP: “I found out a few things over the last 10 years, however I think the most essential one is that a terrific team member who delivers constant quality and goes the “additional mile” deserves 10x somebody who just does what he’s informed, even if correctly.

This grit that some people have makes an entire distinction, and now I focus my hiring on this soft ability more than anything.

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

In a 2022 Gartner study, the absence of internal resources stood apart as the greatest space in executing content techniques. Facing this obstacle, how do you bring in and retain leading marketing skill?

VP: “We developed a substantial brand in the digital marketing space over the last 10 years. We are seen as innovators and trendsetters in the area, specifically in Brazil, so we don’t have a destination issue when it concerns marketing talent.

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

Retention is a various video game due to the fact that we require to keep them engaged and excited 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 responsibility and recognition. Given that we outsource our content development to our own freelance network, it’s simpler to have a scalable team.”

Leading In A Data-First Culture

What sort of content marketing metrics do you concentrate on, and how do you identify whether you have the right method in place?

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

It’s simple to understand if we are performing well or not with this metric, and we are continuously keeping an eye on the SQL sources based on how much pipeline each source creates.

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

They say the CMO role is mainly driven by analytics instead of gut decisions. Do you agree? How do you use information in your day-to-day work?

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

I’m continuously examining the number of SQLs my group created, the expense per dollar generated in the pipeline, and channel and campaign efficiency. But information alone isn’t adequate to make thoughtful decisions, which’s where gut feelings and experience can be found in.

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

Of course, not every initiative is heavily based on information. It’s still essential to do things that aren’t straight measurable, 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 sufficient attention?

VP: “Having the ability to craft and tell an excellent story, both internally and externally, is one of the best abilities a CMO must have, and it doesn’t get adequate attention in a world concentrated on data.

Information is necessary, of course, however if you can’t turn that into a method that not just brings outcomes but also delights people, you’ll have a difficult time being an excellent CMO and leader.”

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

VP: “A fantastic content marketer can produce pieces of material that seem simple and easy to write, however behind them, there’s constantly a strategy, a great deal of research study, and skills that are undetectable to the end user, which’s how it needs to be.”

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

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

Material methods will be so incorporated within the marketing department that it will not make sense to call it content marketing, the very same method we don’t state Web 2.0 anymore.

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

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

More Resources:

Included Image: Thanks To Vitor Peçanha