Salesforce Marketing Cloud Innovations Enable Marketers to Build Lasting Customer Relationships with Actionable Data and AI Agents

Salesforce today announced a series of Marketing Cloud innovations to help customers unlock data from across their business and use Agentforce Agents and automation capabilities to engage customers on their terms. With these innovations, marketers benefit from unified data that’s accessible and actionable — not just by marketing but by the entire organization.  

Marketing Cloud Advanced, an upcoming edition of Marketing Cloud with advanced automation and AI capabilities, will enable marketers to connect marketing journeys with sales, service, and commerce workflows to personalize every moment in the customer relationship. 

Agentforce for Marketing saves marketers time by helping in the creation of end-to-end campaign experiences. These trusted AI Agents unite generative and predictive AI to analyze, generate, personalize, and optimize campaigns based on defined business goals. 

Finally, Einstein Marketing Intelligence gives marketers one place to manage and optimize cross-channel campaign performance with ready-to-use marketing insights and automated data harmonization, enrichment, and visualization. Marketers can also measure campaign performance and continuously improve ROI.  

Together, these innovations are built on the Salesforce Platform and are grounded in customer data and metadata through Data Cloud, giving marketers quick and actionable access to customer records from across their entire businesses, so teams can deliver seamless handoffs, delightful experiences, and measure ROI.

Why it’s relevant: Poorly integrated technology and processes leave 55% of customers feeling like they generally engage with separate departments rather than holistically with one unified company. And only 57% of marketers are able to personalize content along the entire customer lifecycle — from awareness to onboarding, to retention and ongoing support. With access to unified data that’s accessible and actionable across the entire organization, as well as the advanced AI and automation capabilities this data unlocks, teams can work together to deliver hyper personalized, connected, frictionless experiences across the entire customer lifecycle. 

Innovation in action: These new innovations will not only help improve relationships with customers, but will make doing so easier and while improving team productivity and efficiency: 

• Agentforce for Marketing brings generative and predictive AI together into an end-to-end campaign experience that is initiated by the marketer and actioned on by the Agent. Agentforce for Marketing helps marketers:
  • Plan, Launch, and Optimize Campaigns: With predefined campaign goals and brand guidelines set by the marketer, Agentforce Campaigns will help create an entire campaign. It will generate a brief, identify and create target audience segments, generate the first draft of an email and landing page, and even build a customer journey in Flow. It will then continuously analyze campaign performance and recommend how to optimize the target audience, content, and channels based on target KPIs.
  • Personalize 1:1 Engagement at Scale: Using real-time interactions, conversations, and customer profile data, Agentforce Personalization is able to automatically personalize touchpoints and recommend actions across the entire customer lifecycle.
    • For example, a telecom company can use Agentforce Campaigns to launch an entire campaign to re-engage potential churn customers. ‌It can identify the target audience, bringing together data from various departments like device usage and upcoming renewal status. Agentforce Campaigns can even generate a personalized multi-channel campaign, including building the Flow and the first draft of the email to entice customers to renew or upgrade.

• Marketing Cloud Advanced Edition expands on the capabilities of Marketing Cloud Growth Edition, empowering small and midsize businesses with more advanced AI and automation capabilities to scale personalization across every department with trusted data. Marketing Cloud Advanced Edition helps marketers: 
  • Personalize Campaigns Across Multiple Languages with Agentforce: Marketers can save time and scale their work across locations by using Agentforce to generate campaigns, briefs, and emails in their customers preferred language.
  • Automate Tasks across Teams with Salesforce Flow: Marketers can work together with existing Flow automations, like sales lead routing or service requests, and test their journeys in real time to automatically deliver the right message in the right context across department workflows.
  • Improve Customer Relationships with Unified Conversations for SMS: Brands can bring together SMS conversations across Marketing, Commerce, and Service, so customers can carry out two-way dialogue within a single SMS number.
    • For example, a hotel can use Marketing Cloud Advanced Edition to launch an omni-channel campaign for a holiday promotion. They can keep their reservations and service teams informed of their customers’ actions throughout the campaign using data-triggered workflow automations.

• Einstein Marketing Intelligence (EMI) taps the power of Data Cloud and AI to automate marketing data preparation and analytics, giving marketers one place to optimize spend and cross-channel campaign performance in real time. EMI helps marketers:
  • Automate Data Preparation for Faster Decision-Making: EMI automates the complexities of data ingestion, transformation, and mapping across first- and third-party data using out-of-the-box connectors and prebuilt marketing data models, saving time and improving data accuracy. Einstein classifies new dimensions and identifies patterns, generating additional data for analysis.
  • Gain Transparency into Marketing Spend: Marketers can use unified data and attribution models to forecast and track cross-channel campaign performance and ROI against goals, from anonymous visits to closed revenue. 
  • Optimize Campaign Performance in Real Time: Marketers can evaluate the health of their marketing programs and adjust spend in the moment to optimize performance with AI generated campaign summaries, ready-to-use insights, and out-of-the-box, marketing-specific, Tableau analytics dashboards.
    • For example, a healthcare company can use EMI to track the performance of their latest flu shot campaign versus their marketing goals. They can use real-time insights to adjust their spend across channels, reducing waste and boosting conversions. 

• Einstein Personalization is a new AI-based decision engine that can automatically personalize each individual’s experience, recommending the best products, content, or offers based on their preferences.
  • Personalize Every Stage Of The Journey: Einstein Personalization utilizes sub-second real-time customer data from Data Cloud to deliver timely personalized experiences. This enables sales, service, and commerce teams to engage customers based on their latest interactions and Salesforce profile preferences. 
  • Test and Learn with Dynamic Content Experiments: Marketers can use Flow’s A/B split testing to select and send dynamic email content by audience. They can also easily track performance and adjust content to improve performance.
  • Optimize for Customer Intent and Business Goals: Marketers can use rules or AI-based recommendations to surface the most relevant products, content, and articles for each individual that deliver against business objectives.
    • For example, a retail company can personalize their website in real time based on criteria like purchase data, loyalty status, and location — improving the experience to keep customers engaged. The user’s browsing data is instantly added to their profile so in-store sales reps can engage based on the latest actions.

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Salesforce perspective: “Today’s most successful marketers engage customers on their terms, and are a value multiplier across the entire customer experience — whether it’s helping sales or service have a more personalized conversation or re-engaging an inactive customer. Marketing Cloud, built on Data Cloud, is the only solution that connects every department and every moment across the entire customer lifecycle with unified data, Agentforce Agents, and powerful automation, helping marketers drive growth, loyalty, and optimize ROI.” – Steve Hammond, EVP and GM, Marketing Cloud

Marketing Cloud, built on Data Cloud, is the only solution that connects every department and every moment across the entire customer lifecycle with unified data, Agentforce Agents, and powerful automation, helping marketers drive growth, loyalty, and optimize ROI.

The customer perspective: “Salesforce helps us easily access all of our marketing, commerce, service, sales, and external data in one place and act upon that data with AI to a more targeted audience. Now we are able to deliver more relevant and consistent personalized experiences for our customer across not only email, ads, web, and social, but also across service engagements.” – Sarah Lukins, GM, Digital, Fisher & Paykel Appliances

Availability

• Agentforce Campaigns is generally available now.
• Agentforce Personalization is expected to be generally available next summer.
• Marketing Cloud Advanced Edition is expected to be generally available this fall to customers in North America, Europe, and Latin America.
• Einstein Multi-Language Support will be available in Marketing Cloud Engagement this fall. Account Engagement (Advanced and Premium Edition), Marketing Cloud Growth and Marketing Cloud Advanced editions will be in beta this fall.
  • Languages include French, Italian, German, Spanish, Japanese, and Portuguese
• Unified Conversations with SMS is expected to be available with Marketing Cloud Advanced Edition, beginning this fall.
• Einstein Marketing Intelligence will be available this winter.
• Einstein Personalization will be generally available this fall.

Explore more:

• Learn more about Marketing Cloud and tune into Dreamforce on Salesforce+

Any unreleased services or features referenced here are not currently available and may not be delivered on time or at all. Customers should make their purchase decisions based upon features that are currently available.