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[MUSIC PLAYING]
Please welcome EVP and
General Manager Marketing
Cloud, Salesforce,
Steve Hammond.
[APPLAUSE]
Thank you.
Wow, that's awesome.
We got the whole
cheering crowd here.
Thank you so much.
Welcome to our
Marketing Cloud keynote.
Yesterday was a great day.
We got to see
Marketing Cloud Next.
We had all kinds
of great adventures
in the campground.
We had all kinds of--
I had so many
people come up to me
and told me that they
built agents that
said, hey, I'm not
a technologist,
but I actually
built an agent.
That was so fun to hear.
Did you all have fun.
All right.
Well, good.
Today we're going to
go one step deeper
into Marketing Cloud.
We're going to give you
the five things that
will help you get started
with Marketing Cloud Next.
We want to make this
tangible for you.
We want to help
you get started.
We want to make
this really work.
So before we do
that, though, I
want to take a second
and say thank you.
I want to say thank
you to all of you
because you've stepped
away from your day
to day jobs.
Many, if not all of
you, have traveled.
You're away from your
friends and family.
Thank you for
being here with us.
It's our job to make
sure we give you
the information that
will help you be better
at your jobs, to know
how to really apply
these things
strategically.
And we hope we've
delivered that for you.
But I also want to take
a second here and ask
for your help.
Because our
product teams have
been working so hard to
deliver Marketing Cloud
Next.
And it's not always
easy to do that,
because we know
that we have to keep
all the lights on.
We have to keep
making sure
that all of our mission
critical systems
are delivering
while we're building
these innovative
technologies.
Can you help me out here
and give them a big hand?
[APPLAUSE]
And I also want to say
thank you to our partners,
because our
partners help us
to be able to reach and
make sure these systems
and technologies are
in all of our hands.
They help us to innovate.
So thank you
to our partners
and to our community.
Look at this amazing
team right here.
Everybody give us a big
shout for this team.
[APPLAUSE]
So yesterday, after
the opening keynote,
we had a special
opportunity
to bring some
of our partners
to the front of
Marketing Cloud Next
and to Agentforce,
and what they did
is they went through and
they took Agentforce,
and they really
innovated and said,
what can we do with this?
And we had a competition.
I hope some of you had
a chance to see this.
It was one of my
favorite sessions
I've ever been to because
these partners put
their hearts into it.
And I want to say thanks
to all those partners that
put so much into that.
But there was one
partner-- we could only
pick one winner.
And so I'd like to
ask the ListEngage
Team to stand up, please.
Can you guys
please stand up?
[APPLAUSE]
Congratulations to
the ListEngage Team.
They put together an
amazing application using
Agentforce,
Marketing Cloud Next,
and you guys are
a great partner.
Thank you so very much.
[APPLAUSE]
OK, so we've
talked-- yesterday.
It was a big thing.
We talked a lot about
taking these 2 trillion
messages that we send
out of our system
that you as trusted
customers and we
as our trusted systems
help provide out
to the ecosystem.
2 trillion messages,
and to turn those
into two trillion
conversations,
how do you do that?
How do you get
to this place?
I'm going to go, again, a
little deeper than we did
yesterday, and
share with you how
we make this happen.
And really, it starts
more than a decade ago.
We acquired some
amazing technologies.
These are best in class
technologies, rated
by analysts as the best
in class technologies
year after year.
But we have conversations
with you all the time.
And we know,
because we're also
using these
technologies, that you
need these technologies
to work together.
And you don't want
to have to choose,
am I going to use Account
Engagement for B2B
or do I use
Engagement for b2c?
How do I use these
technologies together?
And so we've been
on a journey.
We've been pulling these
technologies together.
And about five
years ago, we
made one of the
biggest investments
in creating a
new foundation
for these technologies.
What that meant was we
were able to go back
and say, hey, the
Salesforce platform--
the Salesforce
foundation--
more than 25
years of history
with advanced
governance, privacy,
maturity in the system.
How do we take that
system and extend it
so you can bring in
any kind of data,
zero copy of that data
in, make it real time,
give you that complete
view of the customer?
And we did that
with Data Cloud.
That became the
new foundation.
And when we did that,
we said, OK, great.
Now we have a
new foundation.
It connects the
customer profile
between marketing,
service, sales,
and commerce.
But we need to bring these
applications together as
well.
And so we started
on this journey
about three
years ago, really
building the next
generation of Marketing
Cloud, taking these
advanced technologies
and bringing them onto
the platform in a way that
would minimize
the need for you
to have to go
through and do
any kind of heavy lifting
or migration on your side.
We took this very
conscious approach
to make sure that, as we
built the next generation
of Marketing
Cloud, it wouldn't
be a new product for you.
It would be the next
version for you.
We're a software as
a service company,
and we wanted to make
it very simple for you
to be able to
adopt and use
these new technologies.
And that's why I wanted to
say thanks to the product
team.
Because they put
their heart and souls
into making sure that
this works, and that's
why we're so excited about
Marketing Cloud Next.
So with this,
what we've done
is we've made it possible
to have a completely
new system for how
these technologies work
together.
And because we built
this with microservices,
we built it in a very
modern, modular way,
it's made it possible
for us to do things that
were not possible before.
So, for example, when
we take Marketing Cloud
and it's built on Data
Cloud with Agentforce,
we can allow you
to be able to have
that same view
of the customer,
be actionable across the
full customer journey.
You're not limited
to marketing,
just in the marketing--
thank you very much.
You helped me with
my collar there.
Thank you.
--not just in the
marketing channels
at the top of the
funnel, but to absolutely
be able to use Marketing
across the full customer
journey so that you can
extend your marketing
department, so
that you're really
looking at the customer
experience and making sure
that you're focused
on the customer,
not your departments.
But you can put that
customer at the center
and make sure that every
moment of engagement
is a meaningful moment.
And that extends into
measurement, metrics,
performance, optimization.
But it also unlocks
for us some things
that were not possible
before like, for example,
Journey Builder is a
fantastic application that
lets you orchestrate your
journey for marketing.
But what if you want to
be able to orchestrate
that journey beyond
the marketing channels
and fully connect
into triggers
coming from your
service team
or from your sales team?
What if you want to
be able to make sure
that customer has that
consistent, continuous
experience?
That's where we've
extended Journey Builder
to include Flow now.
We allow backwards
compatibility between Flow
and Journey
Builder, so you
can have this
full orchestration
of the journey.
This is a fantastic
step forward.
And because of that,
and because of how
we built so that
everything works together
on Data Cloud
with Agentforce,
you can now
apply Agentforce
to conversations.
We've taken the channels
like our email channel,
and our SMS channel, and
our WhatsApp channels,
and these were
the channels
that historically had
that do not reply on them.
And we've unlocked
that so now you
can put an agent
on the other side,
and you can actually
extend your teams now.
You can do something
that was historically
never possible.
You could never
hire enough people
to respond to your
outbound marketing
campaigns.
It was too expensive.
How could you
possibly do that?
But now you can put an
agent on those campaigns,
and you can turn these 2
trillion messages into 2
trillion conversations.
But we've also simplified.
We've made it so you have
one application that you
can use for
personalization,
for campaign management,
for orchestration,
for B2B, for B2C, all
in one environment.
This is a huge
step forward
and we're really
excited about this.
But we've also
made it easier
for you to get
access to and use it,
and I mentioned
this earlier.
But we've put
incredible effort
into making sure that
this is not a migration.
It's not a new product.
This is the new
version for you.
So we've created
synchronization.
We've made it so that
your audience segments,
your contacts,
their orchestration,
that you've got these
flows that you built,
the journeys
that you built.
We synchronize them
between the systems
so that you can
move forward and use
these technologies at the
time and pace that makes
the most sense to you.
So, for example,
if you are today
using Marketing Cloud
Account Engagement,
the product, you
could actually today,
if you want to,
start synchronizing
your campaigns to use
with Marketing Cloud Next.
It is in market, and
you can use it today.
If you're using Marketing
Cloud Intelligence
or Personalization,
you can also
start using these products
built on top of Data Cloud
today.
If you're using Marketing
Cloud Engagement,
this is the heavier lift.
This is the big product.
You know this.
Right?
This is the high
skill set engine.
This is the engine that
has incredible flexibility
scripting.
We have not walked
away from that.
That is a mature
technology,
and we're bringing that
high skill set engine
onto the platform.
We're bringing that
scripting technology
onto the platform.
We're in the testing
phase of that right now,
and we're going to have
that generally available
for you to start using
in October to synchronize
these campaigns.
So this is a
really exciting way
that we're doing
this, and we're
super excited about this.
Now, I told you
earlier, we're
going to share
with you five
steps to help you get
started with Marketing
Cloud.
That's what we're
going to turn to now.
And for our
first step, I'm
super excited
because we're
going to go into
looking at how
you connect your
data into Data Cloud.
And in order to
do this, I've
got a fantastic
customer with me
today who's going to
help us tell the story.
And when you think about
what kind of a scenario
requires the connection
between digital channels
and physical
channels, it's
really hard to
find one that's
better than a
sports franchise,
because you've got fans
all over the world,
and you want to make
sure that when they
come on site,
they have the best
possible experience.
And I can't think of a
better sports franchise
to help us tell the story
right now than the Indiana
Pacers and the
Indiana Fever.
They're in the
finals right now.
They had a huge
game last night.
They had a huge win.
And whether you're a
fan of them or not,
I'd like to ask you to
give them a big hand here
in a second.
But first, let's go
ahead and roll the film.
When we got the number
one pick in December,
we were hopeful
that Caitlin Clark
would go into the draft.
But I don't think anybody
could have predicted what
that meant in terms
of ticket demand
and excitement
around the team.
We changed women's
basketball.
Most businesses
have a little bit
of a slower season.
We do not have
that anymore.
I've never in my years in
sports and entertainment
seen anything like this.
We have data coming in
from 30 different places.
And we will never
have enough people--
we will never have an
army of data engineers.
How we collect all of that
and have it be actionable,
we don't stand a
chance of being
able to do that
successfully
without Salesforce.
With each new touch
point that we build
into our entertainment
district,
we're going to
need Salesforce
to be the connective
tissue between all
of those operators.
As we continue to
grow, our vision
is to create the most
valuable database
in professional
sports because data
is the unlock.
Data Cloud's
our system to be
able to identify
all of those fans
and unify them
within our system,
and then be able to use
Marketing Cloud to start
talking to those fans.
The sales rep can then use
the information in the CRM
on those marketing profile
data points that we're
collecting from all
these disparate data
sources into one place,
and have a personalized
conversation with them.
It really is about
how we can better
the fans' experience.
How we're looking
at AI is can it
help us drive revenue,
can it increase the fan
experience, and can it
make us operationally
more efficient.
I think that
Agentforce can really
help us with that.
There's so much
of our business
that requires automation.
We believe Agentforce
is going to deliver
net new revenue streams--
the ability to be able
to segment our audience
in real time, serve
those segments
up such that we have
the right communication
tailored to the
right people.
Right now, it's a
pretty manual process.
Having a agent to do
that and understand it,
something that might take
us hours, days, weeks,
literally might take
a couple of minutes.
We're just starting
to scratch the surface
of what's possible.
What I'm most
excited about
is having a true
partner like Salesforce.
Because I know that if
we continue to do our job
and Salesforce continues
to build new tools,
we're going to come up
with revenue streams
and products
that are going
to truly revolutionize
this industry.
What if the Indiana Fever
were America's team?
What if you
couldn't imagine
cheering for anyone else
but the Indiana Fever?
And what if it's
not a summer
if you don't make it
to one of our games?
That is the kind of
thing that Salesforce
can help us deliver.
All right,
let's give it up
for the Indiana
Pacers and Fever.
And please welcome
Joey Graziano.
[APPLAUSE]
Welcome, Joey.
Thanks.
Thank you so much.
All right.
I hope that the crowd
here has been almost as
loud as last night.
How did it go last night?
Pretty awesome.
It was a good day
to be a Pacers fan.
And what I like to
see is that jacket
looks pretty good on you.
I know we're in Chicago.
Bomber jacket.
Traditionally
hostile territory,
but you look pretty
good right now.
Thank you so much.
Well, you've done
an amazing job,
and the team has had
incredible growth
with expanding beyond
the local markets.
You're starting to see
fans all over the world,
and you've had to
reach them differently.
Can you tell us
a little bit more
about what that's
meant to the business
and how you've changed?
Yeah.
We really went from
a regional business
to a truly global
business almost overnight.
And so we think about
the possibilities
and opportunities
that that's outlined
for our business.
As an example,
the Indiana Fever
had fans purchase
their tickets.
50% of our fans are
from outside the state
of Indiana, fans from
all 50 states, 47
separate countries.
And so we have this
global audience.
And you think about the
traditional business
models that we've built
around sports teams--
things like
season tickets,
being able to go
to a weekday game.
That doesn't
actually work anymore
for that global fan base.
And so we started to look
at our business and say,
we've got to
really rethink
the entire
business if we're
going to take advantage
of this moment.
And let's go ahead
and have a look at one
of the views of one
of your customers.
So this example that we
see up on the screen here,
this is inside of
Marketing Cloud
you've got a customer
here, Aaron Smith.
So this customer is
from Connecticut.
Is this kind of a
typical example?
And how would you connect
the digital experience,
and then when
they come on site
and they're
buying a premium
experience, a jacket, or
maybe they bought a booth,
or maybe they bought a
dinner, a meet and greet.
How does that
connect for you?
Yeah, it's really
where Agentforce
has started to help us
think about that segment.
Because we've got these
fans in real time who
are engaging with
us around the world,
across our digital
platforms, but also
you're seeing
in this example,
across our retail.
And our online
merchandise business
has just exploded.
And so for
those fans, what
we want to be
able to do is
serve them the right
type of communication
so that we recognize
their authentic fandom.
And so letting them know
about a potentially game
in 48 hours doesn't make
a whole lot of sense
for a fan from
California or from Brazil
or, in this example,
from Connecticut.
And so what we've
done is use Agentforce
to be able to pull
out those segments
and then start to
think about what's
the right product,
what's the right offering
that we could build for
that particular fan base.
So you're
connecting with them
where they are in
the format that's
best for them.
So if we switch over
now to Service Cloud,
we see the same Marketing
Cloud engagement stream,
all the interactions
across the marketing
channels.
And with the same
fan comes on site,
now they're there
in Indianapolis.
They bought the
nice jacket,
and you've got
someone there
who's going to escort
them to their booth
or to a premium
experience.
How can this link between
marketing and service
help you and your teams
to be able to create
this better experience?
Well, as the traditional
measure of what
things like lifetime value
was all around tickets,
and this fan isn't
going to have
that kind of engagement.
But this is a real fan.
They just took all
of these steps,
flew across the
country, sometimes
across the world, to be
able to engage with us.
And so we want to
be able to recognize
that fan for all of the
ways in which they've
engaged, and make sure
that they're there
for that one
on one moment.
We want to be able to
deliver them something
truly special and
unique that they're
going to talk about for
the rest of their year,
and start to plan
the next time they're
going to travel
around the country
to come to Indiana.
And the local service
teams have the full view.
They can make
that experience
really relevant.
Now you've got this
customer like Aaron Smith,
in this case.
They happen to be
a great customer.
They're the one that's
going to come in
and you want to give them
this premium experience.
How do you find more
customers like this?
And how is
Agentforce helping
to make that possible?
That's where we've
used Agentforce,
to be able to look
across our database
and start to think about
who in our own audience
right now is meeting those
exact same attributes--
those attributes from
a premium zip code
outside of Indiana,
engaging with some
of our most valuable
content or retail,
and think about what
are the right types
of products that
we would want
to build for
that audience,
but more
importantly, start
to build that audience.
Because we
think we're just
starting to scratch
the surface of what
that audience looks like.
With each game that
the Fever play,
we're getting new fans
coming into our ecosystem.
And so we want to
be able to recognize
that audience we
currently have is just
a fraction,
actually, of the fans
that we should
be talking to.
Amazing.
And so while we've
been talking here,
Nathalie, who's one
of our demo experts
down here-- thank you.
Nathalie-- has been
working with Agentforce
on our behalf.
And we started off with
over 5 million fans
that we wanted
to look at here,
and then we put in this
criteria-- customer that
purchased more than $500
worth of merchandise
within the last year.
And they're
not in Indiana.
So in this case,
we're really
refining that audience
pretty quickly
with natural language
using Agentforce.
We didn't have
to click around.
It was just natural.
And now we've got this
incredible audience.
How do we want to
use this audience now
to go out and
start engaging them
with different content
across channels,
email, social, et cetera?
I think this is where
the exciting part is.
Now it becomes this
creative exercise
to build something truly
unique because you've
got this audience
that has put together
all of these attributes
that makes us think
they're really elastic.
This is a fan base we
want to be able to talk to
on an everyday
basis, but we've
got to talk to them about
the right type of product.
So one of the things
we started to do
was build these one on
one premium experiences,
insights and access.
People want to be able
to go behind the scenes,
and they want insights
that you could only
get live.
And so we started to
think about things
like court access and
into the locker room.
And what if you could
sit in the press
conference of our coach
and ask a question?
And what if you
could find yourself
eating with our
celebrity chefs who
come in to market?
And so we've built these
products that are built
and tailor made for
that one on one moment
where fans making
this extra effort,
coming in to
be able to say,
for the rest of
their time-- they're
great brand
ambassadors-- that
was what it was like to
be an Indiana Fever fan.
Amazing.
So you've created all
these new products.
You're reaching customers
with different channels.
And a lot of this is
also through awareness
campaigns, advertising.
So one of the new products
that we launched in March
is a really cool
new addition.
Because we took the
Datorama product--
this is a product we
acquired about four
or five years ago.
And interestingly--
I don't
know if you all
felt this or not,
but it was a
little confusing.
Do I use Datorama
or do I use Tableau?
So we've actually
solved that problem
in a beautiful way,
because what we've done
is we've taken the
Datorama product
and we built it on
top of Data Cloud,
and we made it
work directly
with Tableau natively.
So what we're seeing
here is the new marketing
intelligence product.
It gives you
full visibility
into your
campaigns, the ad
spend you have, the goals,
the return on ad spend,
the investments
and so forth.
And then the
result of this
also is you get
a lot of data.
And for you in
particular, in your brand,
the freshness of a
campaign is critical.
Because you're going
from game to game,
topic to topic.
A player says something,
it can change everything.
Maybe sometimes a
partner is like, hey,
I need to update
this campaign based
on this interaction.
How do you keep fresh
with your campaigns
using Agentforce and
marketing intelligence?
Certainly.
I mean, I think
you've hit on the fact
that our content is only
good moment to moment.
The next great Tyrese
Haliburton shot
is just one moment
away in our lifetime.
And so we're really
excited about keeping
all of this fresh and
using the Agentforce
to be able to optimize
each of these campaigns.
And that's
certainly how we're
thinking about our
core business streams--
ticketing, merchandise,
sponsorship.
But I actually think
the real opportunity
is in the unlocking of
brand new revenue streams.
So when we think
about that fan
that we mentioned, that
segment that we built,
that's not a
fan who may be
coming on a
regular every night
weekday basketball game.
And so we can't
really serve them
with those
traditional models.
But you know who can?
Our partners can.
Our partners are
global businesses
with operations around
the country and the world.
And so our ability to
be able to then use
this advertising to
not grow our business,
but actually grow
their business,
and be able to recognize
that we can make
real changes in
our marketing
on behalf of others,
really opens up a brand
new chain for us to
be a retail marketing
engine for not
only ourselves,
but also for our partners.
Amazing.
Thank you, Joey.
Just to give the
audience a little bit
of a view here, what
we're looking at is--
Nathalie has continued
to help us out here.
She's using Agentforce.
And what Agentforce has
done is it's gone back
and it's looked through
all the campaigns that
are in flight right now.
And it's actually
going through
and saying, hey,
look, there's
a lot of great
performing campaigns,
but there are some that
need attention here.
And it's done that
with the assistance
of the machine, in
this case, the agent.
And it's come back
with this list of ads
that we should
pay attention to.
Now, the great
thing is, a lot
of times when we
think of agents--
and especially
when we're getting
more familiar
with them, we
think of them doing
analysis and other things.
In this case, it's
doing the analysis,
but it's also interacting
with an outside system.
In this case, it's going
to interact with Google,
and it's going to pause
these campaigns for us
that are low performing
so that we don't continue
to spend money on ads
that need attention.
And then we can take
those back to the team
and get that attention.
Now, the last thing I
want to quickly show
the audience here is
the Tableau interface.
So again, why
is this so cool?
This is cool
because, when you
look at your
organization, you
don't want to just
have data in isolation.
And you don't want
to have reports
that you generate that
make it so that when
one team generates that
report and another team
says, yeah, but
what's the background
behind that data,
and is it using
the same calculations.
We've created now, a
system that gives you
the ability to
understand your data,
your business,
your marketing
from the entirety
of your business
all the way through
to marketing.
So now you can see your
marketing campaigns
here right alongside the
full business intelligence
using Tableau, using
marketing intelligence,
and on top of Datorama,
so really cool.
Joey, again, thank you.
You were up late
last night, 2:30 AM.
Right?
A win, I will take a
late night anytime.
OK, and then you were
up early this morning,
4:30 AM, to get here.
Thank you very much.
Yeah.
I forgot.
Chicago is a little
further than I remembered.
Yeah.
Yeah, well, thank you.
And this guy is
absolutely dedicated.
Can you show us the
inside of your jacket?
Oh, of course.
Look at this custom
made jacket with Fever.
Look at this.
This guy, he
lives and breathes
the brand and a
phenomenal representative
of your brand.
Thank you for being here.
Last question here
is for the audience.
Everybody's exploring
how to continue
to evolve their business.
Can you share
with the audience
some of the
tips and things
that you've learned
that you would
like to give as advice?
Yeah.
To me, it's really about
just getting started.
I think there's so
much opportunity,
that opportunity
can cause us
to have some resistance.
Wait for the perfect
moment or opportunity.
And certainly
what I've learned
and what we're seeing
every day is there's
probably two truths.
One is that
tomorrow is going
to be better than today
with this technology.
It's no doubt that
we're going to continue
to make improvements.
But two is that
there's really
going to be first mover
advantages in ability
to be able to
take market share
and move ahead of
your competitors.
And so getting started
right now, I think,
is the most important
thing we can all be doing.
Wonderful.
Let's give Joey
a big hand.
Thank you, Joey.
Appreciate it.
[APPLAUSE]
OK, fantastic.
And thank you to
the Indiana Pacers
and Fever for
helping us with that.
It's so fun to be able to
see these technologies.
We've just gone through
one incredible first step
here-- getting your data
into Data Cloud connecting
these systems.
We're going to
quickly move
into the next four
steps of bringing things
together.
And I'd like to give
a warm welcome to one
of my colleagues,
Dawn Ratcliffe,
to help us take this
to this next section.
And now, hailing
all the way
from Indianapolis,
Indiana,
make some noise for
this adventurous hiker
and product leader
extraordinaire,
Dawn Ratcliffe.
Hey, everybody.
Hey, I'm thrilled
to be here today
to take you into step
two, personalizing
with Agentforce.
Now, we all know
personalization has never
been easy.
Marketers struggle
with data silos,
manual processes,
and complex
scripting that
really just doesn't
scale to today's
customer expectations.
Even something as simple
as, "Hi, first name,"
can be very difficult to
do without trusted data.
I think it's clear
that only AI can truly
scale one to one
personalization.
And with Marketing
Cloud Next,
we've really focused
on simplifying the user
experience and embedding
personalization
into the flow of work.
So let's go back
to the demo booth
and take a look.
Jordan is going to take
us on a demo of Cumulus
Financial with
Marketing Cloud Next.
OK.
So here we're at the home
of Cumulus Financial.
This is embedded right
next to sales, service,
and commerce, because
it's built directly
on the Salesforce
platform.
From here, we can
quickly and easily
create a new campaign with
the help of Agentforce.
So let's step back
and take a look
while it does its magic.
We're going to start with
a simple prompt asking
it to engage
prospective homebuyers
and helping us on our
home buying journey.
Agentforce is embedded
directly into the campaign
design experience.
It's not a
separate chatbot
or a separate tool.
It's your always
on collaborator
just there for
you to chat with.
So I can just express
to Agentforce,
hey, this is my
campaign goal,
this is what I'm
trying to accomplish.
And it gets to
work creating
the brief, the campaign,
the flow, and even
the individual touchpoints
including email and SMS.
So here we've jumped into
the campaign workspace
where we can see
all of our assets
together in one place.
From here, we can simply
start our audience
segmentation.
We can select an
existing audience,
or filter, or create
based on real time
data from Data Cloud.
We're going to go ahead
and select an existing
audience here of
individuals who've
been interested in a
home buying journey.
So now that we've
selected our audience,
Marketing Cloud Next
is built directly
on Data Cloud, so you
can see all of your data
in every marketing
workflow.
We're going to jump
right into messaging.
So messaging is one
of my favorite places.
We know that Cumulus needs
to create personalized
experiences, not one
size fits all experiences
for their customer.
So we're going to start
with a dynamic header.
And this dynamic
header is powered
by personalized decisions
based on real time data
from Data Cloud.
And this allows
Cumulus to create
a local experience
that's connected
to their customer.
Now, from here,
we really need
to get more individualized
and make this email
one to one.
So we're going to add
in a personalization
string that reflects
an individual's
self-reported credit score
and interest rate ranges
they might qualify for.
Now, this isn't a one-off
offer or a generic offer.
It's been tailored
to that person's
financial reality.
That's so important.
From here, we really
want to expand and get
the customer to engage
with the next step
of the home
buying journey,
and that's where
Salesforce personalization
can come in.
It uses real time
data from Data Cloud
to select the most
relevant content
for every individual.
And once we're able to
add this relevant content,
we can see that we have
two different versions
of the email here
that we'll go to.
And those versions
of the email
will reflect the
individual experiences
in the inbox.
So each email speaks
to each person.
So you can see here we
have a dynamic header,
we have
personalized offer,
and relevant content
for every individual.
Now, when our
Chicagoan clicks
through to the website,
we can see that experience
is connected.
It's not separated from
their email experience.
But Agentforce
doesn't stop there.
It allows us to go from a
very simple chatbot type
experiences to two-way
dynamic conversations that
can make personalized
recommendations
and even allow a user
to book a meeting.
Marketing is
no longer just
about awareness
or conversion.
It's the connective
tissue that
connects all of our
customer experiences
across every interaction.
So we're going to jump
in to Agent Builder
and take a look at
how we did this.
First, we're
going to start
with a list of topics.
So Agent Builder works
across all Salesforce
products.
We're going to go ahead
and add a personalized
action into an agent.
And what that allows
any agent to do
is to make a personalized
recommendation
within the flow of work.
So this can be facing an
employee or a customer.
With new topics being
released monthly
and the ability to
create your own,
it's limitless
what you can
do with Agentforce
and personalized
recommendations.
Now, from our perspective,
Marketing Cloud Next
and AI powered
recommendations
is truly a GC.
As my son would say,
that's a game changer.
Right?
So from here,
we're going to talk
about what more is
available with Salesforce
personalization.
Within Salesforce
personalization,
we have two new features--
AI powered recommendations
and custom attributions.
So with AI powered
recommendations,
what you just saw in the
two-way dynamic chat,
you can add a
recommendation
to any experience.
And with custom
attributions,
you can define the
steps and stages
on what a conversion
means to you.
Now that we've
completed step two,
personalize
with Agentforce,
let's move on
to step three,
unify your loyalty
promotions.
Now, we know that loyalty
programs are often
disconnected from
marketing campaigns.
But with loyalty,
with 43% of customers
willing to leave
a brand after just
one bad experience--
that's me--
loyalty keeps 72%
of customers coming back.
So it's so important
to have your loyalty
programs connected.
Loyalty is getting
even better
with two new features.
We're going to
allow loyalty
to have Agentforce
generated promotions
into campaigns,
and also be
able to expand
loyalty with clubs
and communities.
So we're going to jump
back into the demo
and show you how
these things work.
OK.
Here, we're back with
Cumulus Financial
and we're at the
loyalty club page.
They've created a new
Homebuyer Plus club, which
helps to engage their
individuals on their home
buying journey.
So we're going to
go ahead and select
some new segment members
to add to this club.
Now, here we're using the
same foundation, the Data
Cloud Foundation,
of segments
that we use in our
previous campaign.
So this is a
seamless extension
of the customer's journey
using the same audience.
We're going to
go ahead and add
in that existing
audience here.
And once we add that
existing audience,
we can ask Agentforce
for some help.
We just need
some ideas on how
to create some
more engagement
and some connection
to this club.
So we ask Agentforce,
hey, what are some ideas?
And it comes
back instantly
and recommends
that we create
a new offer for
prospective homebuyers
who've just been
approved for a loan.
And so it gets
to work creating
this offer on our behalf.
And then,
instantly, it also
asks us, do we want
to connect this
to our existing campaigns.
There was no
setup required.
It just prompted us to
create this connection.
So we go ahead
and click on that.
And then it creates
the entire promotion,
including offer
and timing details,
as well as gives us
some projected revenue
for this, which aligns
to our campaign goals.
I think it's truly
amazing what loyalty
can do when connected with
every marketing workflow
across every channel.
So from here,
what we've seen,
all the amazing things
that Agentforce can do.
It can create a campaign
with multiple email
and SMS touchpoints.
It's allowed us to
embed AI recommendations
directly into dynamic
two-way conversations
onto our website.
And then it's
also allowed us
to create a brand
new loyalty campaign
in just a few minutes.
Campaign planning
used to take weeks,
and literally we've
done multiple things
in just a few minutes.
So we really believe
Marketing Cloud
Next with AI embedded
is truly a game changer.
So I'd like to
welcome Kelly up
to the stage to take us
through steps 3 and 4.
Marketers, here we go.
From a small town in
California to the big
stages of Connections, an
8-year Salesforce veteran.
Give it up for
Kelly Eliyahu.
What's up, Chicago?
[CHEERING]
Yeah, I like this group.
I am so excited
to be here today
to take you
through step 4--
how to manage consumption
in Digital Wallet
and how this helps
with campaign planning.
So no matter how good of
an operational marketer
you are, without
simple things
a centralized calendar
view or visibility
into performance
and utilization,
you're only going
to be so effective.
You're going to waste
time tracking down
different information
across tools and teams,
creating spreadsheets
that no one updates,
or estimating
credit consumption.
And this is why
I am thrilled
to announce that
our number one
voice of the customer
requested feature is now
GA.
Digital Wallet gives
you a complete view
into consumption and real
time utilization of data,
AI, and messaging, and
it's available right
within Marketing
Cloud Next.
So let's go ahead and
see what this looks
like in a quick demo.
But first, can you
guys give a huge round
of applause to our
amazing demo team?
[APPLAUSE]
Awesome.
So imagine I'm a marketer
at Northern Trail
Outfitters.
This is a fictional
retail company.
I need to do
my H2 planning,
and one of my big
bets for the quarter
is a re-engagement
campaign.
So I'm going to
start my H2 planning
in this calendar
view here.
I can get a quick
sense of the campaigns
that I have in flight, the
things that are planned,
but it's not just
a static view.
And I know this
might look basic,
but this didn't
exist before, this
view across all
marketing activity that's
available to
everyone in the org.
So clicking into one of
these campaigns here,
I can get a quick sense
of who it's targeting,
the automations
it includes,
and who to bug if
I want any changes.
So if we click in here, we
can then go a little bit
further and we can get
real time visibility
into how this campaign
is performing.
Now, it looks like SMS is
performing pretty well,
and this could be
a great channel
for my re-engagement
campaign.
But before I
get too excited,
I need to make
sure that I have
enough credits available.
So I'm going to click
over into Digital Wallet.
So here I can see
real time usage
of, again, email, SMS,
WhatsApp, data, AI.
This is incredible.
But let's go into what we
actually came here for,
which was SMS.
So if we click
in here, I'm
going to look
across this top bar,
and it looks like
I've only used
about 30% of consumption.
So I've got plenty
of credits available.
I am good to
go to use this
in my re-engagement
campaign.
Now, check this
out, because this is
pretty slick, you guys.
Instead of needing to
go to a different tool
to plan and create
my campaign,
I can turn to Agentforce.
Here, I can do
a collaboration
with Agentforce on
a campaign brief.
This is the same
thing you saw
in Dawn's demo earlier.
But notice, I didn't
have to go anywhere.
I could do it right
from my flow of work.
So in just a
few minutes, I
was able to get
a view of all
of my in-flight campaigns.
I was able to check
on performance,
make sure I have enough
credits available,
and create a comprehensive
campaign brief, all
from one place.
Now, that is what I
like to call efficiency.
All right, final
step here, you guys.
Hang with me,
because I promise we
have saved the
best for last.
I am going to
show you how you
can bring your journeys
from Journey Builder right
into Flow.
Why does this matter?
Well, because
we as marketers
are missing opportunities
to grow customer
relationships by not
connecting marketing
journeys to sales, to
service, to commerce.
This is what Flow unlocks.
First, Flow goes beyond
just marketing journeys.
It orchestrates
internal workflows,
cross-departmental
customer experiences,
and even agentic
interactions.
Second, marketers
no longer
need to define
just one audience
segment for one journey.
They can turn
to Agentforce.
And Agentforce is going
to help by recommending
the perfect journey
for each customer
and adapt that
in real time.
And third,
there's no longer
any need for custom code.
Marketers can just daisy
chain journeys together
in a couple of clicks.
But most importantly
for probably most of you
in this room,
you guys, you
can use your
existing journeys
within Journey Builder
that you've already
created right
within Flow--
no need to rebuild
or export anything.
So I'm going to show you
exactly what this looks
like and how to do it.
All right, so we're
going to pick back up
on that Northern Trail
Outfitters example.
And I'm going
to start here
from a very familiar
place for many
of you, Journey Builder.
But check this out.
We've got a new
button here.
It's recommending
that I add my journeys
into a campaign in
Marketing Cloud Next.
Now, you're
probably wondering,
Kelly, why in the world
would I want to do that?
Well, because
Flow simplifies
and supercharges
everything
that you can do in
Journey Builder today.
So what does
this look like?
We can start from
an existing campaign
or we can create
a new one.
Since we already created
that reengagement
campaign, let's go ahead
and start with that.
We can then add in
any relevant journeys
that we've already created
into this campaign in just
a couple of clicks.
Now, I want to pause
here for a second
to recognize how
huge this is.
We were just able
to bridge the old
with the new without
needing to export
or recreate anything.
This, you guys,
is what we mean
when we say that
Marketing Cloud Next works
with your
existing products
and is additive
innovation.
OK, so what next?
Now we can add to this
reengagement campaign
with a Flow.
And we can start from
a segment or an event
trigger--
no static lists,
no table imports.
So we've got our event
trigger here in Flow
that we see.
And now I'm going to
add a decision split.
So I'm going to
define this based
on browser activity.
And I'm going to create
two different paths--
one for lapsed
browsers and the other
for active visitors.
Even with exclusions
and multiple different
journeys for
each variation,
this would have been
really hard to do
before, but not in Flow.
So let's first take a look
at our lapsed visitors
side here.
With this group, I
want to re-engage them
with a compelling offer.
And so I've got a lot of
these type of journeys
that could be relevant
here that I've already
built in Journey Builder.
With Agentforce,
I no longer
need to pick just one.
Agentforce is
going to recommend
the perfect journey
for each customer,
and it's going to
adapt that in real time
based on their profile and
their changing customer
behavior.
Now, even with
complex logic,
this would have been
extremely difficult to do
at scale before.
All right, now
let's take a look
at this active browser's
side of the flow here.
With this group, I
want to encourage
a fast follow
next purchase.
And so I'm going
to optimize
for channel preference.
For email subscribers,
I have a really high
performing campaign that
I know I want to use.
So I'm just going to add
them to that journey.
Daisy chaining
journeys together
like this used to
require custom code.
But as you just
saw here, I
could do it in
just one action.
All right, last thing that
I want to show you guys
here is how Agentforce
comes to life
through an SMS experience.
Now, with
Agentforce, you can
turn what would
have been do not
reply type promotions into
two-way conversations.
So let's flip over to
the customer view of this
to see what this
looks like in action.
Now, here we can
see that Agentforce
is able to recommend
relevant products based
on browsing behavior.
It's also able to
answer questions
and, if it made
sense, they
could escalate to a human.
But in this
case, Agentforce
was able to handle
everything autonomously
and the customer is
ready to purchase.
Done and done--
or as my kids
like to say, easy
peasy lemon squeezy.
All right.
We saw a ton of amazing
stuff in that demo,
but I want to turn
your attention
to one innovation in
particular, journey
decisioning.
This will GA in October.
And it's one of my
favorite new innovations,
because it lets
Agentforce do
the work of picking
the perfect journey
for each customer and
making sure they're on it.
This not only improves
the customer experience,
it gives us, as
marketers, time back
to focus on other
things like strategy.
And that wraps up
our five steps.
But before I hand
things back to Steve,
I want you to know
one more thing.
Marketing Cloud
Next is available
to current customers
next month,
so be sure to talk to
your AE about that.
Steve, back to you.
[APPLAUSE]
OK, thank you.
Thank you so much to
our amazing demoers
and presenters.
This has been an
exciting session.
We've seen some
incredible things.
But it's not just
about the product,
it's also about you.
It's about the community.
It's about how
you interact
with your customers,
and with your teams,
and across the business.
And one of the most
important parts of this
is our Trailblazer
program.
This is how we engage
with each other,
and it's how we engage
with the community.
And we have an
opportunity now
to recognize a
new Trailblazer--
not new to the
space, but one
that we can recognize
here on stage newly.
And I'd like to
please welcome--
please give a warm
welcome to Brandon Walton.
[APPLAUSE]
Brandon.
Brandon, thank you so
much for being with us.
You've been on an
incredible journey.
Can you tell us
a little bit more
about how you got started
in the Trailblazer
program?
Yeah.
So early in my
career, I was actually
in automotive sales,
and I've always
been the one to jump in
at new opportunities.
What kind of cars
did you sell?
Jaguar, Land
Rover, Lexuses.
Good stuff.
I was the young guy at
the dealership, always
willing to help
a colleague.
So I got my step into CRM
and working in CRM systems
by helping folks
at the dealership.
And it's something
that I really loved.
I saw the value in
building strong data
sets to understand when to
follow up with customers,
track our leads
and opportunities.
I really trusted
that process.
And then,
throughout the years
as the technology
has evolved,
I've just stuck
with Salesforce
because it's a
wonderful platform.
And you've taken
that early stage
of getting in and
knowing the product well.
And how have you
translated that
into helping other
companies around the world
and expanding your
Trailblazer footprint?
Yeah.
I think for a
lot of folks,
the idea of stepping
into new technology
can be a little
bit intimidating.
So what I try to do is
just help folks understand
that with the business
problem at the core
you can use technology to
help drive the business.
So really try to
simplify the concept
so it's understandable,
digestible, and not as
intimidating as it might
be if you're just looking
at this big, glaring tons
of products and features
that you're trying
to navigate.
OK, so you just
said digestible
and not intimidating.
We've just gone through
and talked about a lot
of new technology.
You've got a lot
of experience.
What advice would you
give to the audience here
about what they
can do to apply
these new technologies,
using your experience,
and how they can get more
in the Trailblazer space?
Turn it on.
Get started.
Like you've
shared here today,
you can turn on all of
these new great products
right now.
A lot of them
are generally
available with
the licenses
that if you're a
Marketing Cloud user.
So turn it on.
Iterate.
It's new for all of us,
so we're all learning.
And the more that you get
your hands on and figure
out what works and
what doesn't work,
that's how it's just going
to get better and better
and better over time.
Amazing.
Well, we're super excited
to have you here with us.
I'd like to also invite
Gilda to join us here.
We've got the whole
community here.
But Gilda, do you want to
join us up here as well?
[CHEERS, APPLAUSE]
Gilda-- so we've
got some swag
we're going to hand
out here in a minute.
But Gilda has got a little
special prize for you
here.
Oh, hey.
A golden hoodie.
[MUSIC PLAYING]
Thank you.
Thank you so much.
Congratulations, Brandon.
Let's go ahead and
head down here.
All right.
Well, we're going to take
a quick picture here.
But while Brandon is
with Brandi here--
there we go.
Got the picture?
Done.
All right.
Now, Brandon's going to
go ahead and toss out
some of these jerseys.
We've got a number of
them going out here
in the audience as well.
Go ahead and start
tossing those out.
And while we
wrap up, I want
to just quickly say thank
you again to all of you.
We've gone through
and shared with you
these incredible
new innovations
in the product.
We're super
excited about this.
Thank you for being
part of the session.
Thank you for being
part of this event.
And thank you for being
amazing customers.
There is
incredible content
throughout the session.
So following this, there
is a Commerce Cloud
keynote in here,
and then we
have a number of
incredible breakout
sessions as well.
Let's go ahead and get
these t-shirts tossed out.
There's plenty of them
for the group here.
But thank you everybody.
Have a wonderful day.
[CHEERS, APPLAUSE]
[MUSIC PLAYING]
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Marketing Cloud Keynote: Unlock Agentic Marketing Today
Discover five steps to get started with next-gen innovations. See new features in action and hear from product leaders and customers on how to realize immediate value.
Starring
- STEPHEN HAMMONDEVP & GM, Marketing Cloud, Salesforce
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Salesforce+ is free. Watch any Salesforce+ events or series at no cost. To enjoy unlimited free access to our entire library of videos, become a member by signing up for Salesforce+ with a Trailblazer account. You don’t need a Trailblazer account to watch original series. To join us for virtual events like Dreamforce or Connections, you need to create your own Trailblazer account (it’s free!).
What is a Trailblazer account?
Your Trailblazer account gives you access to a unified profile across the Salesforce ecosystem and allows you to manage your settings and access across multiple Salesforce sites.
How do I sign up to register for live and on-demand events, like Dreamforce?
Sign up or log in to your Trailblazer account and complete a few additional details to watch Salesforce+ events live and on demand. We recommend preregistering for all events on Salesforce+ to get your own personalized journey, reminders, recommendations, and more.
Do I need to be a Salesforce customer to watch Salesforce+?
You don’t need to be a Salesforce customer to watch Salesforce+. Our virtual learning is open to everyone.
