Leading A Data-Driven Content Marketing Journey With Vitor Peçanha

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No matter how the digital area has developed substantially over the last decade, one thing stays 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 nation home of his co-founder’s daddy, Peçanha constructed the first tables for the start-up in 2013.

Huge (and little) decisions that formed 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 process, driving development and purpose with creativity and analytics.

Today, his function 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 organizations 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 a concept and a strategy to perform it.

We founded Rock Material due to the fact that our company believe that there’s a better way to do marketing by utilizing material to draw in and delight your audience and produce company.

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

How do you make certain your marketing goals are aligned with the total organization?

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

Every six months, the executive team examines the company’s goals– like income, net revenue retention (NRR), etc– to produce the total service prepare for the business.

Then, we have a model of cascading obligations and essential efficiency signs (KPIs) that begin on top and end at the specific factor, where all the steps are connected to each other.

Among the consequences is that a number of the department objectives are typically quite close to profits, often even shared with the sales team.

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

Buying People And Training

How has your approach on structure and managing a team altered with time?

VP: “I found out a couple of things over the last ten years, however I think the most crucial one is that a terrific staff member who provides constant quality and goes the “additional mile” deserves 10x someone who simply does what he’s informed, even if properly.

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 role, however I prefer to train an enthusiastic junior employee than deal with an appropriate senior one.”

In a 2022 Gartner survey, the absence of in-house resources stood out as the most significant gap in performing content strategies. Facing this difficulty, how do you attract and keep leading marketing skill?

VP: “We developed a substantial brand name in the digital marketing space over the last ten years. We are seen as innovators and trendsetters in the space, particularly in Brazil, so we don’t have a tourist attraction issue when it pertains to marketing talent.

Also, among our “hacks” is our knowing center, Rock University, which has currently 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 initiatives.

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

Leading In A Data-First Culture

What kind of material marketing metrics do you focus on, and how do you determine whether you have the ideal strategy in location?

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

It’s simple to know if we are carrying out well or not with this metric, and we are continuously keeping track of the SQL sources based upon just how much pipeline each source produces.

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

They state the CMO role is largely driven by analytics instead of gut choices. Do you concur? How do you use data in your daily work?

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

I’m continuously inspecting how many SQLs my team produced, the cost per dollar created in the pipeline, and channel and project efficiency. However information alone isn’t adequate to make thoughtful choices, which’s where gut feelings and experience are available in.

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

Naturally, not every initiative is greatly based on data. It’s still crucial to do things that aren’t directly measurable, like brand name awareness campaigns, but these represent a small part of my financial investment and time.”

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

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

Data is vital, obviously, but if you can’t turn that into a technique that not just brings outcomes but likewise delights individuals, you’ll have a difficult time being a terrific CMO and leader.”

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

VP: “A great content online marketer can produce pieces of content that appear simple and easy to compose, however behind them, there’s constantly a strategy, a lot of research study, and abilities that are unnoticeable to the end user, and that’s how it ought to be.”

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

VP: “If everything works out, the term material marketing will no longer be utilized in the 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 any longer.

Excellent CMOs and online marketers will comprehend that the consumer follows a journey where whatever is content (even PPC, offline media, etc), and it doesn’t make good sense to treat them independently.”

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

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Featured Image: Thanks To Vitor Peçanha