Salesforce announces Marketing Cloud Next, putting an end to one-way marketing communications. The new platform enables AI agents to engage in two-way conversations with customers. Additionally, autonomous agents perform marketing tasks in the background, including creating campaigns and personalizing content.
From ‘do not reply’ to conversations
Marketing Cloud Next transforms the way companies communicate with their customers. Where previously ‘do-not-reply’ messages were sent, customers will soon be able to respond to marketing messages and receive immediate replies from AI agents. These agents are equipped with company data and can answer complex questions.
Steve Hammond, global head of Marketing Cloud at Salesforce, emphasizes that Agentforce does not replace marketers but changes the way they work. “By taking over repetitive, manual tasks, Agentforce enables marketers to focus on strategy to increase their value to the entire company.”
Four pillars of the new platform
Marketing Cloud Next works through four core functionalities: Engage, Optimize, and Qualify. Create enables marketers to set up complete campaigns within hours using Agentforce Campaign Creation. The AI automatically assembles target groups, generates content, and configures customer journeys based on a simple briefing.
Engage turns familiar no-reply messages into active conversations. Agentforce processes responses, adapts content, and, where necessary, transfers calls to sales or service representatives. Qualify prevents leads from slipping away due to slow follow-up. AI agents add leads to nurture programs 24/7 and schedule meetings in different languages.
Optimize finally offers marketers real-time insights during campaigns instead of after the fact. Agentforce Paid Media Optimization continuously monitors performance and automatically adjusts. Segment Intelligence helps focus on the best-performing target groups.
Agentic Marketing as the answer to pressure on marketers
Marketing Cloud Next responds to the increasing pressure on marketing teams. Nearly half of customers (43%) leave a brand after one bad experience. At the same time, 75% of marketers are experimenting with AI, but only 32% are effectively using data to drive relevant experiences. Agentic marketing will improve this. Marketers set the strategy, such as increasing customer loyalty, while AI agents execute by creating content, selecting audiences, and optimizing performance.
Integration with the complete Salesforce platform
Marketing Cloud Next is not limited to marketing but integrates with the entire Salesforce platform. Agents work in sales, service, and commerce processes so that customer engagement continues throughout every stage of the customer journey.
Marketing Cloud Next is now generally available. Current Marketing Cloud customers will have access to the new capabilities this summer as part of their existing licenses. A collaboration with LinkedIn is planned for November this year.