Agentforce is transforming web discovery and lead nurture for Salesforce in ANZ

Salesforce's marketing team in Australia and New Zealand faced a common challenge: how to meet growing complexity, targets and customer expectations without growing their team. To meet the moment, they became Customer Zero for Agentforce, launching AI agents in real customer interactions and workflows.

On the Salesforce website, Agentforce has reinvented discovery by making it easy for visitors to find the content they’re looking for in a conversational way. It also links high-intent prospects to relevant offers, before capturing lead data and surfacing those prospects to sales teams with a full interaction summary. Already, Agentforce on the Salesforce website has had over 185,000 conversations and delivered a 36% increase in lead volume by lowering barriers to information.

From there, Agentforce for lead nurturing steps in to ensure no opportunity is left behind, autonomously tackling the volume sales teams alone couldn’t manage or prioritise. Time-pressed sellers can deploy Agentforce to progress colder or upper-funnel leads at scale; sending email follow ups and sharing marketing approved offers until they are ready for human engagement. In a recent 30-day test, 14,000 low-scoring leads nurtured by Agentforce resulted in 84 opportunities for human sellers and 12 closed deals demonstrating the power of humans and agents working together.

With agents sharing the right content in the right moments to capture and progress leads, both marketing teams and their sales counterparts can dedicate more time to creative, strategic, and high-impact work.

Now, Salesforce are looking to the latest innovations locally. Agentforce on the website could soon dynamically update a page in response to agent conversation. Marketers can also look to extend agentic two-way engagement to more channels, like mass marketing emails and SMS. Salesforce is proving how Agentforce can personalise at scale, unify across departments and unlock the next era of marketing for themselves and their customers. And this is only the beginning.