Salesforce has announced a series of innovations in its Marketing Cloud aimed at helping businesses unlock data and use AI-driven tools to enhance customer engagement. These new features are designed to improve relationships with customers, boost team productivity, and increase efficiency.
Among the innovations is Marketing Cloud Advanced, a forthcoming edition featuring advanced automation and artificial intelligence capabilities. This upgrade aims to link marketing journeys with sales, service, and commerce workflows to personalise various customer interaction points. Additionally, the new Agentforce for Marketing will integrate generative and predictive AI, assisting marketers in creating end-to-end campaign experiences.
Steve Hammond, Executive Vice President and General Manager of Marketing Cloud at Salesforce, stated, "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 personalised 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 optimise ROI."
Agentforce for Marketing offers several features to streamline marketing efforts. These include the ability to plan, launch, and optimise campaigns. Marketers can define campaign goals 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 analyses campaign performance, offering recommendations for optimisation based on key performance indicators (KPIs).
Einstein Marketing Intelligence (EMI) is another key addition, which allows marketers to manage and optimise cross-channel campaign performance. EMI automates data preparation, harmonisation, enrichment, and visualisation. This enables marketers to measure the effectiveness of their campaigns and make data-driven decisions to improve returns on investment.
Furthermore, Salesforce introduced Einstein Personalisation, a new AI-based decision engine that can automatically tailor individual customer experiences. This tool allows sales, service, and commerce teams to engage customers based on real-time data and interactions. Marketers can utilise Flow's A/B split testing to select and send dynamic email content by audience and easily track performance to adjust strategies.
Sarah Lukins, General Manager, Digital at Fisher & Paykel Appliances, praised the new functionalities. "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 personalised experiences for our customer across not only email, ads, web, and social, but also across service engagements," she said.
The Marketing Cloud Advanced Edition will be available to customers in North America, Europe, and Latin America, while Agentforce Personalisation is expected to be generally available by next summer. Other expected releases include expanded Einstein Multi-Language Support and unified SMS conversation capabilities.
These advancements are part of Salesforce's effort to provide marketers with more actionable and unified data, enhancing not only the marketing department's performance but also integration across the entire organisation. By leveraging AI and automation, Salesforce aims to help businesses deliver more personalised, connected, and frictionless customer experiences.
