No matter how the digital space has actually developed substantially over the last years, one thing stays the very same– a chief marketing officer uses various 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 home of his co-founder’s dad, Peçanha developed the first tables for the startup in 2013.
Huge (and small) decisions 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 procedure, driving development and purpose with creativity and analytics.
Today, his role as a CMO has never ever been more vibrant 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 couple of views to share.
Sharing And Accomplishing A Common Objective
What was your vision when you started your function as a CMO?
Vitor Peçanha: “As the creator of a marketing start-up, all I had at the beginning was a concept and a plan to execute it.
We founded Rock Content since our company believe that there’s a much better way to do marketing by using content to draw in and thrill your audience and create service.
When we initially began in 2013, content marketing wasn’t extremely well known in the country, and our vision was to become the biggest content marketing business worldwide, starting by introducing it to Brazil.”
How do you ensure your marketing objectives are aligned with the total company?
VP: “At Rock Material, we have a structured management model in location.
Every six months, the executive group reviews the company’s goals– like earnings, net earnings retention (NRR), and so on– to create the general organization prepare for the company.
Then, we have a model of cascading obligations and crucial performance signs (KPIs) that begin at the top and end at the private contributor, where all the actions are linked to each other.
One of the consequences is that much of the department objectives are generally quite close to profits, in some cases even shared with the sales group.
My private objective, for example, is the company’s revenue objective, not a marketing-specific metric.”
Investing In Individuals And Training
How has your philosophy on structure and handling a group altered over time?
VP: “I found out a couple of things over the last 10 years, but I think the most crucial one is that a great employee who delivers constant quality and goes the “extra mile” deserves 10x somebody who just does what he’s told, even if correctly.
This grit that some people have makes a whole distinction, and now I focus my hiring on this soft ability more than anything.
Obviously, if it’s a more senior position, the experience will play a huge role, but I choose to train an enthusiastic junior employee than handle a sufficient senior one.”
In a 2022 Gartner study, the lack of in-house resources stood out as the greatest space in performing content techniques. Facing this challenge, how do you attract and retain leading marketing skill?
VP: “We developed a substantial brand name in the digital marketing area over the last ten years. We are viewed as innovators and trendsetters in the space, particularly in Brazil, so we don’t have a destination problem when it pertains to marketing talent.
Also, one of our “hacks” is our learning center, Rock University, which has currently crossed the 500,000-student mark since we are generally educating the market for our needs.
Retention is a different game since we require to keep them engaged and thrilled with the company, so we invest a lot in training and other efforts.
I choose to have smaller sized teams, so each member has more responsibility and acknowledgment. Because we outsource our content production to our own freelance network, it’s easier to have a scalable team.”
Leading In A Data-First Culture
What sort of material marketing metrics do you concentrate on, and how do you figure out whether you have the right strategy in location?
VP: “The primary metric of my group today is Sales Qualified Leads (SQLs), so I require to produce not only volume but premium potential customers for the sales team.
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 generates.
So, for example, 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 mostly driven by analytics instead of gut choices. Do you concur? How do you use data in your day-to-day work?
VP: “I concur, and the majority of my choices are based on data.
I’m constantly inspecting how many SQLs my group created, the expense per dollar produced in the pipeline, and channel and campaign efficiency. However data alone isn’t adequate to make thoughtful choices, and that’s where gut feelings and experience can be found in.
A CMO needs to take a look at information and see a story, comprehend it, and write its next chapter.
Of course, not every initiative is heavily based upon data. It’s still important to do things that aren’t directly measurable, like brand name awareness projects, but these represent a little portion of my investment and time.”
What are the skills 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 best abilities a CMO need to have, and it doesn’t get adequate attention in a world concentrated on data.
Information is important, of course, however if you can’t turn that into a method that not only brings outcomes however likewise excites people, you’ll have a tough time being a terrific CMO and leader.”
If you needed to sum up the value of a material marketer, what would it be?
VP: “A great content marketer can develop pieces of material that appear simple and simple to write, however behind them, there’s always a strategy, a lot of research study, and abilities that are invisible to the end user, which’s how it needs to be.”
What do you think the future of content marketing will be? The function of AI in content method?
VP: “If whatever works out, the term material marketing will no longer be used 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 exact same way we don’t state Web 2.0 anymore.
Great CMOs and marketers will understand that the customer follows a journey where everything is content (even pay per click, offline media, and so on), and it doesn’t 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.
Featured Image: Courtesy of Vitor Peçanha