Salesforce has unveiled Marketing Cloud Next, a new version of its marketing platform designed to support what the company refers to as agentic marketing. Instead of traditional campaigns and one-way messages, the system uses autonomous AI agents that take on marketing tasks and power two-way customer conversations across channels.
It’s built natively on the Salesforce Platform, and these AI agents don’t just suggest actions; they execute them. It includes campaign creation, lead nurturing, personalization, and real-time optimization without needing marketers to manually manage every step.
Turning ‘Do-Not-Reply’ Into Conversations
The company aims to end the era of ‘do-not-reply’ communication. Its AI agents, powered by Agentforce, turn outbound messages into live interactions. These agents can respond to customer queries, adapt content based on real-time behavior, and escalate conversations to sales or service reps when needed.
Apart from that, Salesforce is going to introduce a feature called Agentforce Web Curation. It will arrive in October of this year and will tailor web pages dynamically for each visitor, adjusting layout, content, and recommendations based on individual behavior and preferences.
From Campaign Brief to Launch — In Hours
Usually, launching a campaign is a week-long process. But with the new Agentforce Campaign Creation, marketers can generate a campaign brief with AI, build the audience, write emails and SMS, and design customer journeys, all from a single platform. It can also pull in content from external sources like Google Drive, SharePoint, and blogs for faster personalization.
Moreover, it also supports real-time campaign optimization. This means that instead of waiting for campaigns to end to assess performance, Agentforce Paid Media Optimization enables AI to monitor ad campaigns in real time, pausing under performing ones and adjusting spend based on business goals.
Salesforce is also expanding its partnership with LinkedIn. Starting in November, it will allow marketers to sync customer lists for ad targeting, track conversions, and access LinkedIn’s Audience Insights directly from Marketing Cloud Next.
Smarter Lead Management and Faster Follow-ups
The company is also addressing the issue of lead drop-off. Agentforce is now capable of automatically identifying and qualifying leads, responding with personalized outreach, and scheduling meetings across multiple languages without requiring human intervention. However, to maintain quality and alignment with brand standards, the company is building human-in-the-loop checkpoints.
What’s Available Now
- Marketing Cloud Next
- Agentforce Campaign Creation
- Agentforce Lead Generation & Management
- Agentforce Paid Media Optimization
- Agentforce Personalization Decisioning
- Segment Intelligence
- Unstructured data support in Data Cloud
Coming Later This Year
- Agentforce Web Curation (October)
- LinkedIn Ad Targeting & Insights Integration (November)
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