What Is Agentforce Marketing?

By Matthew Schultz, Senior Director, Product Marketing

Every marketer knows the feeling: a campaign goes out, customers don't respond, and the follow-up lands days too late. Agentforce Marketing changes that equation. Built for B2B and B2C teams, it gives marketers AI agents that execute the full campaign lifecycle without waiting for a human to trigger the next step. What is Agentforce Marketing, exactly? It's the Salesforce agentic marketing platform that connects data, AI, and every channel in one place so teams can focus on strategy while agents handle delivery.

Agentforce Marketing is Salesforce's end-to-end marketing platform, available for both B2B and B2C teams, and the successor to Marketing Cloud. It's built natively on the Salesforce platform, with Data 360, Agentforce AI agents, and automation unified in one architecture. The distinction that matters most: the AI agents don't just assist marketers. They execute. They build audiences, generate content, optimize campaigns, and hold two-way conversations with customers, 24/7.

A few distinctions worth making explicit: Engagement+ and Account Engagement+ aren't new names for old products. MCE and MCAE are still sold. The "+" signals that those products now come bundled with access to Marketing Cloud Next. Marketing Intelligence and Salesforce Personalization are rebuilt products on Data 360, architecturally distinct from their predecessors, not simply renamed. The rebrand signals that the underlying platform is now unified.

The key message for existing customers: keep using what you've already built. Marketing Cloud Engagement journeys continue to work as-is. Upgrading adds capability without requiring rebuilds or migration.

• Multi-channel reach across email, SMS, WhatsApp, and push existing campaigns stay intact
• B2B automation including lead scoring, nurturing, and attribution continue to run as configured
• Journey Builder logic carries forward; the upgrade path layers agentic capabilities on top, not in place of
• Campaign analytics and reporting remain available within the upgraded environment
• Backward compatibility is a core design principle; existing customers don't start over

• Autonomous AI agents that act without human triggers, with no rules-based "if/then" required
• Real-time audience generation from Data 360 using natural language prompts, rather than static segment lists
• Two-way conversational channels: customers can reply to messages, and agents carry context across email, SMS, web, and WhatsApp. According to the State of Marketing Report, 83% of marketers say customers now expect two-way conversations with brands, and two-way conversations are the capability that static automation platforms can't replicate.
• Campaign self-assembly and optimization: agents adjust delivery, creative, and spend based on real-time performance signals
• The Agentforce SDR agent for B2B demand gen: re-engages dormant CRM records, follows up on cold lists, and nurtures leads to sales-ready conversations, 24/7

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According to the State of Marketing Report, 88% of marketers using AI say it helps them do their job better. The AI capabilities inside Agentforce Marketing are designed to make that practical, not just theoretical. Each capability is specific and operational, tied to what the agent actually does in the campaign workflow.

Autonomous campaign execution. Autonomous agents handle the full campaign lifecycle: building audiences, generating content, choosing channels, delivering messages, and optimizing performance, all without waiting for a human to trigger the next step. Marketers set the strategy; agents handle the execution.

Data 360 as the intelligence layer. Data 360 unifies customer, campaign, and revenue signals into a single profile, making unstructured data (PDFs, videos, CMS content) AI-ready. Agents always work with full context. This is the architectural moat: agents that know more act better.

Two-way agentic messaging. Agentic workflows let agents carry conversation context across email, SMS, web, and WhatsApp and respond in real time. Customers can reply. The conversation continues. No human escalation needed for routine exchanges.

Agentic demand generation for B2B. The Agentforce SDR agent is outbound and CRM-driven. It re-engages dormant records, follows up on cold lists, and moves leads toward sales-ready conversations, 24/7. It works from existing CRM data, with no new database required.

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Agentforce Marketing is built natively on a single platform: Data 360 for unified customer data, Agentforce for the agentic layer, and the Salesforce platform for CRM connection. That unified foundation is what the rebrand reflects.

According to the State of Marketing Report, 86% of marketers say AI is raising customer expectations. That pressure is the "why now." Marketers can't meet rising expectations with a collection of separate tools passing data between each other. They need a platform where the data, the AI, and the channels share the same foundation.

Building natively on one platform changes what's possible. Agents with access to the full customer record (CRM history, service interactions, commerce transactions, marketing engagement) make better decisions than agents working from email data alone.

According to the State of Marketing Report, 78% of marketers say they need more personalized content than they're able to produce. That gap is real, and it grows wider as customer expectations rise. Agentforce Marketing addresses it directly, for B2B and B2C teams, through distinct product paths.

Marketing Cloud Next is the recommended starting point for new customers across both B2B and B2C. Engagement+ and Account Engagement+ serve customers with existing programs who want to add agentic capabilities without switching platforms.

• Real-time two-way conversations across email, SMS, and WhatsApp: customers reply, agents respond with context from Data 360
• Personalization at every touchpoint using unified customer profiles, with offer, message, and timing adapting per individual
• Loyalty programs that adjust offers in real time based on customer behavior and purchase signals
• Autonomous agents that replace static drip sequences with dynamic 1:1 journeys that evolve as customers do

• The agents handles outbound demand gen by re-engaging dormant CRM records and cold lists, nurturing leads to sales-ready conversations, 24/7, without adding headcount
• Account-based marketing with real-time buyer signals from Data 360, so teams can prioritize the right accounts at the right moment
• Lead scoring that updates dynamically as behavior changes, rather than reflecting a static snapshot
• Sales-marketing pipeline alignment through shared CRM data: Agentforce Sales and Agentforce Marketing work from the same customer record
• Existing Account Engagement customers access agentic capabilities through Account Engagement+, with no platform switch and no disruption to existing programs

Agentforce Marketing is built on the same platform as Agentforce Sales, Agentforce Service, and Agentforce Commerce, so AI agents in marketing have real-time access to CRM data, service case history, and commerce transactions. That's the difference between a standalone martech tool and a platform-connected one: marketing agents know the full customer relationship, not just email engagement history.

The Data 360 connection makes this concrete. Unified customer profiles, drawing on structured and unstructured data, power both the agents and the analytics layer. A marketer working in Agentforce Marketing is working with the same customer record a service rep sees in Agentforce Service. When marketing is no longer separate from the rest of the business, agents can act on the full picture.

New and existing customers have distinct paths into the Salesforce agentic marketing platform.

• New customers start with Marketing Cloud Next Growth or Advanced Edition, available for both B2B and B2C teams
• Existing MC Engagement customers access agentic capabilities through Engagement+, with no platform switch required and existing journeys staying intact
• Existing Account Engagement/Pardot customers access Marketing Cloud Next innovations through Account Engagement+ PSLs, with no additional SKU cost; utilization credits apply
• All Salesforce customers can explore Agentforce through Salesforce Foundations

Pricing details vary by edition and use case. Talk to a Salesforce expert to find the right starting point.

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