Leading A Data-Driven Material Marketing Journey With Vitor Peçanha

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No matter how the digital space has actually evolved significantly over the last years, something stays the exact same– a chief marketing officer uses different hats.

Case in point: Vitor Peçanha, co-founder and CMO at Rock Content, a world-renowned leader in material marketing.

Utilizing old doors from a country house of his co-founder’s dad, Peçanha developed the very first tables for the startup in 2013.

Big (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 procedure, driving growth and purpose with imagination and analytics.

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

What does it take for modern-day CMOs to end up being high-impact leaders that drive their companies to success?

Peçanha has a few views to share.

Sharing And Achieving A Common 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 beginning was an idea and a plan to perform it.

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

When we first started in 2013, material marketing wasn’t very well understood in the country, and our vision was to become the biggest material marketing business worldwide, beginning by introducing it to Brazil.”

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

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

Every 6 months, the executive group examines the business’s goals– like revenue, net revenue retention (NRR), etc– to produce the general organization prepare for the business.

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

One of the consequences is that many of the department goals are typically pretty near income, in some cases even shown the sales group.

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

Investing In Individuals And Training

How has your viewpoint on building and managing a group changed with time?

VP: “I found out a couple of things over the last ten years, but I believe the most essential one is that a fantastic team member who provides consistent quality and goes the “additional mile” deserves 10x somebody who just does what he’s told, even if correctly.

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 role, however I choose to train a passionate junior staff member than handle an adequate senior one.”

In a 2022 Gartner study, the lack of in-house resources stood out as the most significant gap in performing content methods. Facing this challenge, how do you draw in and keep leading marketing skill?

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

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

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

I prefer to have smaller sized teams, so each member has more responsibility and acknowledgment. Considering that we outsource our material development 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 focus on, and how do you figure out whether you have the ideal strategy in place?

VP: “The main metric of my group today is Sales Certified Leads (SQLs), so I require to produce not only volume however premium potential customers for the sales group.

It’s simple to understand if we are performing well or not with this metric, and we are constantly monitoring the SQL sources based upon just how much pipeline each source generates.

So, for example, 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 mostly driven by analytics instead of gut decisions. Do you concur? How do you use information in your day-to-day work?

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

I’m continuously inspecting how many SQLs my team produced, the cost per dollar generated in the pipeline, and channel and campaign performance. But data alone isn’t sufficient to make thoughtful choices, and that’s where gut feelings and experience are available in.

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

Of course, not every effort is greatly based upon data. It’s still important to do things that aren’t directly quantifiable, like brand name awareness campaigns, however these represent a small 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 tell a fantastic story, both internally and externally, is among the greatest skills a CMO must have, and it does not get enough attention in a world concentrated on data.

Information is vital, obviously, however if you can’t turn that into a strategy that not only brings results however also excites people, you’ll have a difficult time being an excellent CMO and leader.”

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

VP: “An excellent content marketer can develop pieces of content that seem basic and simple to compose, however behind them, there’s constantly a method, a lot of research, and skills that are invisible to the end user, and that’s how it must be.”

What do you think the future of material marketing will be? The role of AI in material strategy?

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

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

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

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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Featured Image: Thanks To Vitor Peçanha