{"id":10474,"date":"2025-10-16T15:20:36","date_gmt":"2025-10-16T21:20:36","guid":{"rendered":"https:\/\/attentionmedia.io\/?p=10474"},"modified":"2025-10-16T15:20:36","modified_gmt":"2025-10-16T21:20:36","slug":"salesforce-marketing-cloud-enters-the-agentic-era","status":"publish","type":"post","link":"https:\/\/attentionmedia.io\/?p=10474","title":{"rendered":"Salesforce Marketing Cloud enters the agentic era"},"content":{"rendered":"
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ExactTarget, the tool that would go on to become Salesforce Marketing Cloud after it was acquired by Salesforce in 2013, was launched 25 years ago this year.\u00a0<\/p>\n

Marketing Cloud CMO Bobby Jania likes to point out that Wild Birds Unlimited, the first ExactTarget customer, remains a Salesforce Marketing Cloud customer to this day. But that\u2019s about the only thing unchanged about marketing \u2014 or Salesforce Marketing Cloud \u2014 in the past 25 years.<\/p>\n

Jania announced in a keynote address at the Dreamforce Conference today that the next generation of Salesforce Marketing Cloud is called Agentforce Marketing, and it bears little resemblance to the email-only tool ExactTarget introduced 25 years ago.<\/p>\n

Salesforce Marketing Cloud grew over the years from single channel to omnichannel, incorporated social media and advertising and weathered the disruption of privacy regulations like GDPR.\u00a0<\/p>\n

And now, it\u2019s evolving for the age of AI.\u00a0<\/p>\n

\u201cWe think we are now positioned to help our customers through this next chapter, this next change,\u201d Jania told MarTech in a conversation prior to Dreamforce.\u00a0<\/p>\n

Agentforce Marketing will focus heavily on providing an AI-powered customer experience. Jania said this is necessary to compete today because consumers are constantly comparing experiences.\u00a0<\/p>\n

\u201cA lot of this is coming from the end customers, the consumer. Their expectations are constantly changing,\u201d Jania said. \u201cYou\u2019re always competing against the best last experience.\u201d<\/p>\n

Dig deeper: Salesforce launches Agentforce 360 to embed AI agents directly in Slack for marketing teams<\/a><\/em><\/strong><\/p>\n

What\u2019s coming with Agentforce Marketing<\/h2>\n

Agentforce Marketing will demonstrate to marketers and consumers how agentic AI, built on unified data, can radically transform the customer experience. (This is a good time to mention Salesforce changed the name of its Data Cloud product to Data 360 this week.)<\/p>\n

This includes capabilities like:<\/p>\n

Adaptive web experiences<\/h3>\n

Adaptive Web tailors an individual\u2019s web experiences based on their real-time agentic conversation. It personalizes each visitor\u2019s experience in real time, automatically displaying relevant content and recommendations based on live agent conversations, with no manual setup required.<\/p>\n

Two-way email<\/h3>\n

Two-way email spells the end of \u201cDo Not Reply.\u201d It turns email into a two-way channel with Agentforce continuing threads or proactively triggering conversations\u2014no more\u00a0monitoring shared inboxes and waiting for replies.<\/p>\n

Journey Decisioning<\/h3>\n

Journey Decisioning uses Agentforce to automatically route each customer to their next best journey based on real-time behavior and data. It eliminates manual segmentation and campaign setup, creating smarter, adaptive journeys that boost engagement and efficiency.<\/p>\n

Paid media optimization<\/h3>\n

Agenforce Marketing automatically monitors and manages ad performance across platforms like Google and Meta, taking real-time actions based on your goals and thresholds. It eliminates manual campaign checks and budget waste by unifying performance data, automating optimizations and improving ROAS through continuous, intelligent adjustments.<\/p>\n

Salesforce also introduced six new AI partnerships with Writer, Typeface, Jasper, WordPress, Bynder and\u00a0 ContentStack to help marketers generate content at scale.<\/p>\n

Catching up to the LLM experience<\/h2>\n

Jania noted that one thing clearly on the mind of Salesforce customers is the way LLMs are changing the buying experience.\u00a0<\/p>\n

\u201cA lot of feedback from customers has been about mimicking the experience you get with an LLM,\u201d he said.\u00a0<\/p>\n

He compared it to the way retailers had to catch up with Amazon when it revolutionized online shopping with personal recommendations and other innovations. But he sees Agentforce Marketing holding a significant advantage over LLMs. They don\u2019t have the data that brands have.\u00a0<\/p>\n

\u201cImagine now, what an LLM never has is the data I shared with the brand,\u201d Jania said. \u201cAn LLM doesn\u2019t know purchase or browser history. Imagine now, a brand that has this rich data on me is able to merge that with a conversational-like experience.\u201d<\/p>\n

It would not have been imagined 25 years ago.\u00a0<\/p>\n

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Fuel up with free marketing insights.<\/p>\n<\/div>\n

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The post Salesforce Marketing Cloud enters the agentic era<\/a> appeared first on MarTech<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"

ExactTarget, the tool that would go on to become Salesforce Marketing Cloud after it was acquired by Salesforce in 2013, was launched 25 years ago this year.\u00a0 Marketing Cloud CMO Bobby Jania likes to point out that Wild Birds Unlimited, the first ExactTarget customer, remains a Salesforce Marketing Cloud customer to this day. But that\u2019s … <\/p>\n

Read more “Salesforce Marketing Cloud enters the agentic era”<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-10474","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"featured_media_urls":{"thumbnail":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/ChatGPT-Image-Oct-13-2025-10_35_51-AM-800x533.png",0,0,false],"medium":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/ChatGPT-Image-Oct-13-2025-10_35_51-AM-800x533.png",0,0,false],"medium_large":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/ChatGPT-Image-Oct-13-2025-10_35_51-AM-800x533.png",0,0,false],"large":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/ChatGPT-Image-Oct-13-2025-10_35_51-AM-800x533.png",0,0,false],"1536x1536":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/ChatGPT-Image-Oct-13-2025-10_35_51-AM-800x533.png",0,0,false],"2048x2048":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/ChatGPT-Image-Oct-13-2025-10_35_51-AM-800x533.png",0,0,false],"inspiro-featured-image":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/ChatGPT-Image-Oct-13-2025-10_35_51-AM-800x533.png",0,0,false],"inspiro-loop":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/ChatGPT-Image-Oct-13-2025-10_35_51-AM-800x533.png",0,0,false],"inspiro-loop@2x":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/ChatGPT-Image-Oct-13-2025-10_35_51-AM-800x533.png",0,0,false],"portfolio_item-thumbnail":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/ChatGPT-Image-Oct-13-2025-10_35_51-AM-800x533.png",0,0,false],"portfolio_item-thumbnail@2x":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/ChatGPT-Image-Oct-13-2025-10_35_51-AM-800x533.png",0,0,false],"portfolio_item-masonry":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/ChatGPT-Image-Oct-13-2025-10_35_51-AM-800x533.png",0,0,false],"portfolio_item-masonry@2x":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/ChatGPT-Image-Oct-13-2025-10_35_51-AM-800x533.png",0,0,false],"portfolio_item-thumbnail_cinema":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/ChatGPT-Image-Oct-13-2025-10_35_51-AM-800x533.png",0,0,false],"portfolio_item-thumbnail_portrait":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/ChatGPT-Image-Oct-13-2025-10_35_51-AM-800x533.png",0,0,false],"portfolio_item-thumbnail_portrait@2x":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/ChatGPT-Image-Oct-13-2025-10_35_51-AM-800x533.png",0,0,false],"portfolio_item-thumbnail_square":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/ChatGPT-Image-Oct-13-2025-10_35_51-AM-800x533.png",0,0,false]},"_links":{"self":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts\/10474","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=10474"}],"version-history":[{"count":0,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts\/10474\/revisions"}],"wp:attachment":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=10474"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=10474"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=10474"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}