Salesforce has announced a series of innovations in its Marketing Cloud aimed at helping businesses leverage data and use AI-powered tools to improve customer engagement. These new features are designed to improve customer relationships, boost team productivity and increase efficiency.
Among the innovations is Marketing Cloud Advanced, an upcoming edition with advanced automation and artificial intelligence capabilities. This upgrade aims to connect marketing journeys with sales, service, and commerce workflows to personalize customer interaction points. Additionally, the new Agentforce for Marketing will integrate generative and predictive AI, helping marketers create end-to-end campaign experiences.
Steve Hammond, executive vice president and general manager of Marketing Cloud at Salesforce, said: “Today’s most successful marketers engage with customers on their terms and are a value multiplier across the entire customer experience, whether that’s helping sales or service have a more personalized conversation or re-engaging a lapsed customer. Marketing Cloud, built on Data Cloud, is the only solution that connects every department and moment across the customer lifecycle with unified data, Agentforce agents and powerful automation, helping marketers drive growth, loyalty and maximize ROI.”
Agentforce for Marketing offers several features to streamline marketing efforts. These include the ability to plan, launch, and optimize campaigns. Marketers can define campaign objectives and brand guidelines, after which Agentforce can create a campaign brief, identify target audience segments, and generate initial drafts of emails and landing pages. The system continuously analyzes campaign performance and offers optimization recommendations based on key performance indicators (KPIs).
Einstein Marketing Intelligence (EMI) is another key addition that enables marketers to manage and optimize the performance of multichannel campaigns. EMI automates data preparation, harmonization, enrichment, and visualization. This allows marketers to measure the effectiveness of their campaigns and make data-driven decisions to improve ROI.
Salesforce also launched Einstein Personalisation, a new AI-powered decision engine that automatically personalizes individual customer experiences. The tool empowers sales, service, and commerce teams to engage with customers based on real-time data and interactions. Marketers can use Flow’s A/B split testing to select and send dynamic email content by audience and easily track performance to adjust strategies.
Sarah Lukins, Chief Digital Officer at Fisher & Paykel Appliances, welcomed the new capabilities. “Salesforce helps us easily access all of our marketing, sales, service, sales and external data in one place and act on that data with AI for a more targeted audience. We are now able to deliver more relevant and consistent personalized experiences to our customers, not only across email, ads, web and social, but also across our service engagements,” she said.
The Marketing Cloud Advanced edition will be available to customers in North America, Europe and Latin America, while Agentforce customization is expected to be available globally by next summer. Other expected new features include multilingual support for Einstein and unified SMS conversation capabilities.
These advancements are part of Salesforce’s ongoing efforts to provide marketers with more actionable and unified data, improving not only marketing performance but also integration across the organization. By leveraging AI and automation, Salesforce aims to help businesses deliver more personalized, connected, and seamless customer experiences.
