No matter how the digital area has evolved considerably over the last decade, one thing remains 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.
Using old doors from a country home of his co-founder’s dad, Peçanha developed the very first tables for the startup in 2013.
Huge (and little) choices 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 procedure, driving growth and function with creativity and analytics.
Today, his role as a CMO has never 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 Attaining A Common Objective
What was your vision when you began your function as a CMO?
Vitor Peçanha: “As the founder of a marketing start-up, all I had at the start was an idea and a strategy to execute it.
We founded Rock Content since we believe that there’s a much better method to do marketing by utilizing content to attract and thrill your audience and create business.
When we initially started in 2013, content marketing wasn’t very well understood in the nation, and our vision was to end up being the largest material marketing company worldwide, starting by presenting it to Brazil.”
How do you make sure your marketing goals are aligned with the overall organization?
VP: “At Rock Content, we have a structured management model in place.
Every 6 months, the executive group evaluates the company’s goals– like revenue, net earnings retention (NRR), and so on– to develop the total business prepare for the company.
Then, we have a design of cascading duties and crucial performance indicators (KPIs) that begin at the top and end at the private contributor, where all the steps are linked to each other.
One of the effects is that a lot of the department goals are usually quite near to income, often even shown the sales group.
My private objective, for example, is the business’s income objective, not a marketing-specific metric.”
Buying People And Training
How has your viewpoint on building and managing a group changed gradually?
VP: “I discovered a few things over the last ten years, but I think the most crucial one is that an excellent staff member who delivers consistent quality and goes the “additional mile” deserves 10x someone who just does what he’s informed, even if properly.
This grit that some people have makes a whole difference, 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 function, however I prefer to train a passionate junior worker than deal with an adequate senior one.”
In a 2022 Gartner survey, the absence of internal resources stuck out as the most significant gap in executing content strategies. Facing this obstacle, how do you bring in and maintain leading marketing skill?
VP: “We developed a substantial brand name in the digital marketing area over the last 10 years. We are seen as innovators and trendsetters in the space, particularly 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 already crossed the 500,000-student mark because we are essentially educating the market for our requirements.
Retention is a various video game due to the fact that 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 duty and recognition. Because we outsource our content development to our own freelance network, it’s much easier to have a scalable group.”
Leading In A Data-First Culture
What type of content marketing metrics do you focus on, and how do you figure out whether you have the best strategy in location?
VP: “The main metric of my team today is Sales Certified Leads (SQLs), so I require to produce not just volume but high-quality prospects for the sales group.
It’s simple to understand if we are performing well or not with this metric, and we are continuously keeping track of the SQL sources based on how much pipeline each source creates.
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 function is mostly driven by analytics instead of gut choices. Do you agree? How do you utilize data in your daily work?
VP: “I agree, and the majority of my choices are based on information.
I’m constantly inspecting the number of SQLs my team generated, the cost per dollar generated in the pipeline, and channel and campaign performance. However information alone isn’t sufficient to make thoughtful decisions, which’s where gut feelings and experience are available in.
A CMO needs to look at data and see a story, comprehend it, and compose its next chapter.
Obviously, not every effort is greatly based on data. It’s still essential to do things that aren’t directly quantifiable, like brand awareness projects, however these represent a small portion of my financial investment and time.”
What are the abilities that CMOs need which do not get adequate attention?
VP: “Having the ability to craft and tell a terrific 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, naturally, however if you can’t turn that into a method that not only brings outcomes however likewise delights individuals, you’ll have a hard time being a terrific CMO and leader.”
If you had to summarize the value of a material marketer, what would it be?
VP: “A fantastic content marketer can create pieces of material that seem basic and easy to compose, however behind them, there’s always a method, a lot of research study, and abilities that are invisible to the end user, and that’s how it ought to be.”
What do you think the future of content marketing will be? The function of AI in content strategy?
VP: “If everything works out, the term content marketing will no longer be used in the future.
Material techniques will be so incorporated within the marketing department that it won’t make good sense to call it content marketing, the very same method we don’t say Web 2.0 anymore.
Good CMOs and marketers will comprehend that the consumer follows a journey where whatever is content (even PPC, offline media, etc), and it does not make 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.
Featured Image: Thanks To Vitor Peçanha