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Irrespective of how the digital area has developed considerably during the last decade, one factor stays the identical – a chief advertising officer wears completely different hats.
Living proof: Victor Peçanha, co-founder and CMO at Rock Content material, a world-renowned chief in content material advertising.
Utilizing previous doorways from a rustic home of his co-founder’s father, Peçanha constructed the primary tables for the startup in 2013.
Massive (and small) choices that formed Rock Content material into what it’s as we speak have been made round these tables. And the chief marketer sat on the coronary heart of each decision-making course of, driving development and objective with creativity and analytics.
Right now, his position as a CMO has by no means been extra dynamic and influential.
What does it take for modern-day CMOs to turn into high-impact leaders that drive their organizations to success?
Peçanha has just a few views to share.
Sharing And Attaining A Widespread Purpose
What was your imaginative and prescient once you began your position as a CMO?
Victor Peçanha: “Because the founding father of a advertising startup, all I had in the beginning was an thought and a plan to execute it.
We based Rock Content material as a result of we consider that there’s a greater strategy to do advertising by utilizing content material to draw and delight your viewers and generate enterprise.
Once we first began in 2013, content material advertising wasn’t very well-known within the nation, and our imaginative and prescient was to turn into the biggest content material advertising firm on this planet, beginning by introducing it to Brazil.”
How do you be sure that your advertising targets are aligned with the general group?
VP: “At Rock Content material, now we have a structured administration mannequin in place.
Each six months, the chief workforce critiques the corporate’s targets – like income, web income retention (NRR), and so forth. – to create the general marketing strategy for the corporate.
Then, now we have a mannequin of cascading tasks and key efficiency indicators (KPIs) that begin on the prime and finish on the particular person contributor, the place all of the steps are linked to one another.
One of many penalties is that most of the division targets are often fairly near income, typically even shared with the gross sales workforce.
My particular person objective, for instance, is the corporate’s income objective, not a marketing-specific metric.”
Investing In Individuals And Coaching
How has your philosophy on constructing and managing a workforce modified over time?
VP: “I discovered just a few issues during the last 10 years, however I consider crucial one is that a fantastic workforce member who delivers constant high quality and goes the “additional mile” is value 10x somebody who simply does what he’s informed, even when appropriately.
This grit that some folks have makes a complete distinction, and now I focus my hiring on this delicate talent greater than something.
After all, if it’s a extra senior place, the expertise will play an enormous position, however I favor to coach a passionate junior worker than cope with an satisfactory senior one.”
In a 2022 Gartner survey, the dearth of in-house assets stood out as the largest hole in executing content material methods. Dealing with this problem, how do you appeal to and retain prime advertising expertise?
VP: “We constructed an enormous model within the digital advertising area during the last 10 years. We’re seen as innovators and trendsetters within the area, particularly in Brazil, so we don’t have an attraction drawback with regards to advertising expertise.
Additionally, one in every of our “hacks” is our studying heart, Rock College, which has already crossed the five hundred,000-student mark as a result of we’re principally educating the marketplace for our wants.
Retention is a special sport as a result of we have to preserve them engaged and excited with the corporate, so we make investments quite a bit in coaching and different initiatives.
I favor to have smaller groups, so every member has extra duty and recognition. Since we outsource our content material creation to our personal freelance community, it’s simpler to have a scalable workforce.”
Main In A Information-First Tradition
What sort of content material advertising metrics do you give attention to, and the way do you establish whether or not you may have the fitting technique in place?
VP: “The principle metric of my workforce as we speak is Gross sales Certified Leads (SQLs), so I have to generate not solely quantity however high-quality prospects for the gross sales workforce.
It’s simple to know if we’re performing effectively or not with this metric, and we’re continuously monitoring the SQL sources primarily based on how a lot pipeline every supply generates.
So, for instance, if a sponsorship generates 1 million within the pipeline and prices me 100,000, I enhance the funding there.”
They are saying the CMO position is essentially pushed by analytics fairly than intestine choices. Do you agree? How do you utilize knowledge in your day by day work?
VP: “I agree, and most of my choices are primarily based on knowledge.
I’m continuously checking what number of SQLs my workforce generated, the associated fee per greenback generated within the pipeline, and channel and marketing campaign efficiency. However knowledge alone isn’t sufficient to make considerate choices, and that’s the place intestine emotions and expertise are available.
A CMO wants to have a look at knowledge and see a narrative, perceive it, and write its subsequent chapter.
After all, not each initiative is closely primarily based on knowledge. It’s nonetheless essential to do issues that aren’t immediately measurable, like model consciousness campaigns, however these signify a small portion of my funding and time.”
What are the talents that CMOs want which don’t get sufficient consideration?
VP: “Having the ability to craft and inform a fantastic story, each internally and externally, is without doubt one of the best expertise a CMO will need to have, and it doesn’t get sufficient consideration in a world centered on knowledge.
Information is important, after all, however in the event you can’t flip that into a method that not solely brings outcomes but additionally excites folks, you’ll have a tough time being a fantastic CMO and chief.”
In case you needed to sum up the worth of a content material marketer, what wouldn’t it be?
VP: “An ideal content material marketer can create items of content material that appear easy and straightforward to put in writing, however behind them, there’s all the time a method, a variety of analysis, and expertise which are invisible to the top person, and that’s the way it ought to be.”
What do you assume the way forward for content material advertising can be? The position of AI in content material technique?
VP: “If the whole lot goes effectively, the time period content material advertising will now not be used within the close to future.
Content material methods can be so built-in inside the advertising division that it received’t make sense to name it content material advertising, the identical means we don’t say Internet 2.0 anymore.
Good CMOs and entrepreneurs will perceive that the client follows a journey the place the whole lot is content material (even PPC, offline media, and so forth.), and it doesn’t make sense to deal with them individually.”
Try this SEJShow episode with Loren Baker, the place Peçanha talks extra about what lies forward in content material advertising.
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Featured Picture: Courtesy of Vitor Peçanha
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