{"id":4232,"date":"2023-04-03T13:19:46","date_gmt":"2023-04-03T13:19:46","guid":{"rendered":"https:\/\/ciente.io\/?p=4232"},"modified":"2025-04-28T12:05:48","modified_gmt":"2025-04-28T12:05:48","slug":"marketing-communications-competencies-for-2023","status":"publish","type":"post","link":"https:\/\/ciente.io\/blogs\/marketing-communications-competencies-for-2023\/","title":{"rendered":"Marketing Communications Competencies for 2023"},"content":{"rendered":"\n
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Marcom can\u2019t be a piecemeal strategy. It needs to be connected to data and cross-functional expertise to be impactful.<\/p>\n<\/blockquote>\n\n\n\n

High-quality marketing communication<\/a> inspires your audience to take action and drives better business results. But to craft excellent communications, CMOs must build a robust core and gauge marcom<\/a> competencies.<\/p>\n\n\n\n

This article will deconstruct that and offer insights that would help marketing leaders deliver impact. Let\u2019s drill it down.<\/p>\n\n\n\n

Why Marketing Communications matter so much<\/h2>\n\n\n\n

Marcom isn\u2019t only about promoting a brand; it gives your brand a personality. Along with CX<\/a>, marcom matters a lot for loyalty and brand memory. How a brand decides to speak to and engage its audience in turbulent times makes a huge difference.<\/p>\n\n\n\n

It shows customers what you stand for as a brand and how you prioritize them. But most brands fail to intentionally communicate with their audience since unaligned communications often lead to inconsistent brand interactions.<\/p>\n\n\n\n

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What you can do about it<\/h2>\n\n\n\n

There\u2019s an empathy gap. Brands collect customer data to offer personalized communications, but it takes more to orchestrate customer journeys in a digital setting.<\/a><\/p>\n\n\n\n

You need a single unified view of the customer. Different departments have different information about a customer, meaning no one has the complete picture of the customer and what matters to them. Customers expect empathy, not just in brick-and-mortar stores but online too.<\/p>\n\n\n\n

Technology coupled with the human touch can accelerate marketing growth. With AI and cloud tech revolutionizing marketing- we can finally understand customers\u2019\u00a0digital body language\u00a0and orchestrate the journey that resonates the best with them.<\/p>\n\n\n\n

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Structure, Focus, and Goals<\/h2>\n\n\n\n

Marketers have long been conveying what they want to say, but that doesn\u2019t make a message compelling to the audience. An effective marcom plan zeroes in on customer needs and preferences. It\u2019s what they need to hear, not what you want to tell them.<\/p>\n\n\n\n

Structure your communication strategy and make it result-oriented. What do you want your audience to know? What should they know? How do you want them to feel? What\u2019s the end goal?<\/p>\n\n\n\n

No one needs a ramble or an unending monologue. Help your prospects visualize what you\u2019re communicating; make it look concrete. Engage your ICP by having them participate in the conversation and addressing their pain points.<\/p>\n\n\n\n

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Marketing Software to bolster your communication plan<\/p>\n\n\n\n

There are a plethora of marketing tools in the market. Since Ciente maintains a vendor-neutral stance, we\u2019ve enlisted software\/platforms that have worked for us.<\/p>\n\n\n\n

Adobe Campaign<\/h3>\n\n\n\n

With the acquisition of Neolane<\/a> in 2013, Adobe Campaign empowers marketers with an integrated customer view, personalized communications that happen in real-time, and dynamic content and AI-powered dashboards.<\/p>\n\n\n\n

It\u2019s a top-rated tool but doesn\u2019t offer any free trials. Most users appreciate how they can easily integrate it with other solutions and platforms.<\/p>\n\n\n\n

Marketo Engage<\/h3>\n\n\n\n

With Adobe acquiring the marketing automation company Marketo<\/a> for $4.75 billion, it added another powerful tool to its repertoire of tech software. Marketo Engage is a preferred choice of B2B professionals as the sales cycle tends to be longer.<\/p>\n\n\n\n

Marketo Engage could also help with lead management and scoring. Though the usability is on point, most new users find its learning curve to be a little complex.<\/p>\n\n\n\n

Pardot<\/h3>\n\n\n\n

Pardot<\/a> by Salesforce allows users to experiment with dynamic content, A\/B test their marcom campaigns, score leads leveraging AI-powered triggers, and create relevant messaging at the right time with detailed prospect activity.<\/p>\n\n\n\n

Though Pardot integration is smooth with other tools, it has limited customization options for marketers.<\/p>\n\n\n\n

Editor\u2019s Note<\/h3>\n\n\n\n

Marketers must connect content experiences. Data can unlock new opportunities. For instance, you can use customer profiles and activities to trigger communications when the customer expects it.<\/p>\n\n\n\n

While communicating with customers, brands must ensure the interactions aren\u2019t siloed and unaligned. Dive deep into customer history and gauge how your customer prefers to engage with the brand. Cross-team knowledge is the key to ensuring your audience receives nothing but relevant communications from you. It\u2019s time to capitalize on data. It\u2019s time to see your customers from a different perspective.<\/p>\n","protected":false},"excerpt":{"rendered":"

Marcom can\u2019t be a piecemeal strategy. It needs to be connected to data and cross-functional expertise to be impactful. High-quality marketing communication inspires your audience to take action and drives better business results. But to craft excellent communications, CMOs must build a robust core and gauge marcom competencies. This article will deconstruct that and offer … <\/p>\n

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