Agentforce and beyond. Why should you care?

During Salesforce Connections 25, we had the chance to connect with our customers, partners, and the larger Salesforce community. The experience was incredible as we also got a first peek at the incredible, powerful solutions coming from Salesforce.

While there were tons of exciting stuff, we’ve identified three product announcements that we feel will be game-changing - Agentforce for Marketers, Marketing Cloud Next, and Flows.

1. Agentforce for Marketers

Across the board, we know Salesforce helps companies personalize engagement and optimize manual marketing processes—but Connections announced so much more. Think of uniting all your data to map customer journeys more accurately and seamlessly while engaging them with real-time personalized two-way communication.

Seem impossible to do with such a small team and current Salesforce functionality? Even Einstein couldn’t make this happen, but now Agentforce can help you with agentic, autonomous engagement tasks in Marketing Cloud.

Agentforce for Marketers is the next step beyond generative AI for agentic marketing. By automating repetitive tasks, Agentforce frees up time for your internal and third-party teams to build audiences, design journeys, focus on strategic initiatives, and create executions that drive business outcomes.

What this means to you: This helps brands move away from traditional monologue-based marketing and a giant leap towards responsive, two-way, AI-driven conversations with customers at scale.

2. Marketing Cloud Next unifies platforms like Engagement (ExactTarget), Account Engagement (Pardot), and Personalization into a single interface.

This one is big because it finally standardizes automation within the Salesforce platform. And we all knew that it was moving to Flows. Marketers you’ll soon be swapping out your SFMC Journey Builder certification for some good ole’ core Flow certs.

For those unfamiliar, Flow Builder is like a mix between Engagement Studio in Account Engagement or Journey Builder in Marketing Cloud.

So bottom line, now AI in Marketing Cloud can intelligently link disparate, complex journeys then determine optimal paths for each customer based on real-time signals.

3. Flow is now the orchestration engine behind Marketing Cloud Next. Flow will be crucial for leveraging the full capabilities of your data decisioning and Agentforce for streamlined, cross-functional orchestration going forward.

Journey Builder and Flow are fundamentally different. With Flow you can make connected journeys across the customer lifecycle. However, you’ll need to understand some of the limitations to overlapping journey and data set up for stop, pause, etc.

Obviously, a lot more happened than just these three product announcements. And while these are clearly major changes, the fundamental goal of any AI initiative must be to balance the best of what people and AI bring to the table. Both marketers and audiences will always be human, so governance, internal alignment, and human insight will always be key issues no matter how good the tools become.

As Summit Level Salesforce partner, we can help you transform your marketing organization by leveraging deep expertise in the Salesforce ecosystem, a top talent pool, as well as our AI-powered frameworks, accelerators.

Connect with us to take your Salesforce transformation journey to the next level and maximize your RoI.