This is the age of
the marketing maker.
Now, what does this
mean for you and your
team? Well, we're
about to find out. I'm
joined by three people
who live this stuff
every day. Ryan Batty,
VP of Slack Marketing,
Nicole Weatherby,
Senior Vice
President of Sales
at Salesforce,
and Lee Price,
Product Marketing
Welcome, everybody.
Thanks, Diane.
All right, well, let's
get right into it.
Age of the marketing
maker. Lee, what does
that actually mean in
practice? Yeah, there's
a real seismic shift
going on. We're seeing
a world where
marketers are no longer
running campaigns
themselves but are working
alongside a team of
agents that continuously
optimize and improve
the campaign alongside
them. So the huge
unlock here is speed
and scale that we've
just never seen before.
So these agents are
really doing a great
job of multiplying
what one market can do.
It's not about replacing
the marketer. It's
about multiplying
everything you can do
and continuously
optimizing. Yeah. Brian,
we saw Slack bot front
and center. That's
right. You got your pin
on. I got my SlackBot
pen. We have them
in the Slack stand
over here if you want
to pick one up. I
completely agree with
you. I think what's
really interesting about
this and what Patrick
was saying is that
marketers are inherently
creative, but often
in silos. And this
is about breaking down
silos. Silos, access
to data, access
to information,
conversations that's
happening across the business.
And SlackBot brings
this all together
in a personal super
agent that understands
everything you're
working on and finds all
the data you need.
It's really exciting.
All of the marketers
that I talk to every
single day talk about
this abundance of
data that they have
access to that no one is
monetizing. And
there is a very real
opportunity right now
to activate that data,
but they just need our
help. Right. And the
stat was 73% of
marketers don't get the
data that they need.
Yeah. It's incredible.
So you think about
what they can do
with agentic
marketing and how they
can really light
up that ROI and
become more of a CRO
instead of a CMO.
Nice. All right. Now,
Ryan, campaigns that
used to take weeks
to run can now run in
moments, and Slack is
woven through every step.
Can you dive into this?
Why is it so important?
Certainly. Well, we
saw with the Formula
One example. I think
what matters here, and
again, going back to
the keynote, there are
so many blockers and
there's so much friction
in the marketer's
work every day. What
happens is when you
unlock that data in ways
that marketers can access
anything, including
pipeline data or
anything else, what you
can do is move so much
faster through every
stage because being a
marketing maker actually
means being collaborative.
And as we were
saying in the keynote,
not working alone.
Everyone's working
in Slack. All the
conversations, all the
decisions that were made,
integrations into all
Tableau, Marketing
Cloud, everything you
need in one place where
marketers are working
together, which
tremendously speeds up
the approvals process.
accessing data, and not
just finding out what
happened, but why it
happened, all because
of those conversations
happening in Slack.
Slackbot is that personal
super agent working
with you that gets
you the information
you need based on your
priorities and your
campaigns and the sales
leaders you're working
with to drive demand.
Making it even
easier to find what
you're looking for. Now,
Lee, dive into that.
What is happening on
the product side? Oh,
look, there are two
agents, as a marketer
myself, I'm particularly
amped up about. So,
we saw in the demo
there the campaign agent,
or the content agent
rather, with F1.
So, that is creating
scalable content that is
aligned to your brand.
So, we saw in the
demo, F1's fan data was
being used to personalize
every interaction.
So, to scale that at
that level of scale
is huge. But the thing
that I get really
excited about, and
marketers I talk to always
get excited when they
see this in action,
is the marketing goals
agent. So, I can tell
the agent the exact
goal of my campaign.
and it's pretty amazing
what it builds out
from that point so you'll
get a full campaign
built out for you to
the humans in the loop
you can tweak it if
you need to but then it
will build out all the
content the flow the
execution you don't
even need to know how to
build a marketing flow
it does it all for
you so the scale of this
gets me really excited
and if you talk to any
marketer who's tried
to build a segment
this often relies on it
like it's something
every market has gone
through that is really
a huge blocker for
getting a campaign out
the door so they can often
extend things out to
weeks, potentially
months if it's a big
campaign. You can genuinely
do this in minutes
now with this agent.
So that alone is a huge
unlock, but being able
to create the audience,
the content, the
execution all in one
place, it's such a big
deal and it gets me
very excited. And doing
this all in Slack bot
means that if you're
working with agencies as
well, or your partners
on this campaign, it's
all happening in the
place you're already
talking about. So you
can actually manage
the campaign there as
well. Fantastic. Now, a
big announcement in the
keynote was that
Qualified is now part of
Salesforce, which means
that marketers can
generate and qualify
Pipeline 24-7 from a sales
perspective. Nicole,
what does that mean?
Qualified, in my
opinion, is the biggest
game changer to
our marketing
portfolio that we
have ever had. I feel
like Qualified truly
has finally closed
that gap between
sales and marketing.
Leads that used
to go cold no
longer go cold
because of Qualified.
With Piper, you can
actually take all of
those signals that
buyers are constantly
signaling to these
companies and monetize
them. I have seen a
tremendous amount of
pipeline with Qualified
and just customer
enthusiasm. It's
incredible. It's incredible.
Yeah, Piper being
their SDR agent. That's
right. Super exciting
and the conversational
analytics and Slack
as a part of that.
Very exciting. So let's
talk about customers
who are already running
Marketing Cloud,
and maybe they have
been for years. What
is the most important
takeaway? You talk to
customers every day.
What are you hearing?
What I would say is
you have already built
that foundation
with Salesforce. You
already have access to
the data. You already
have that trust
layer, and now you
can layer on these
agentic agents to really
action, to really
monetize, to have that
non-linear
conversation with your
customer and really
get them hooked on your
brand and maintain
your brand integrity.
So there are leaps
and bounds ahead. They
have the foundation
in place. Yeah, that's
good news because I
think a lot of people may
be afraid, do I have
to learn a whole new
thing? But that's
reassuring, right? That's
right. And it also
means that you're not
hopping in and out of
all those applications.
Now, there are many
good reasons to go into
Marketing Cloud and go
into Tableau, but if
you don't have to
and you're trying to
combine all those
insights and all that data
into something, it's
a very powerful way to
keep you working in one
place, in this case,
Slack for us. And so
that's something we're
extremely excited
about and the ability,
or even for a salesperson
who might not have
to go into CRM because
they can update
their CRM, right, from
Slack. And then any
other integrations you
have, you can plug into
Slack. And as a
marketer, combining that
data into context, you
can action, is super
powerful. We're really
lucky to be able to
do it. It's like the
super friends all come
together and now work
in the Hall of Justice,
which is Slack. I love
it. I have no doubt
about this stuff. I
think it's exciting.
Yeah, it's super
exciting. All right.
Well, this is for
everyone. A year from
now, marketers who
are winning are fill
in the blank. Who
wants to go first?
I would say they're
not hesitating.
They're putting progress
over perfection.
They are treating
their AI agents like
their most important
new hire, that never
sleeps, that truly
knows their customers,
and that amplifies
their best marketers.
I agree. I think that
builds confidence.
Confidence to move more
quickly. And I think
they're going to be
creative generalists.
By that, I mean the
marketers are generally
creative, but they're
held back by so
many things. And
with that confidence,
they'll take more risks,
try more tests with
confidence, and also
bring that into a world
where, as creative
generalists, they
don't have to worry about
their specialization.
Oh, I'm not a demand
generation marketer.
I'm not a content
marketer. You can
be any of these things
with the right agents
and the right data
at your fingertips.
Yeah. I couldn't agree
more. I think the
marketers who are
approaching this right now
as the future rather
than something they're
assessing and trying
out, the folks who
are really getting
their hands dirty right
now are the ones who
will see the most success
over the next 12
months. They're not
waiting for the perfect
use case. Yeah. They're
picking one now.
They're getting it done.
And they're iterating
from there. So pick
a high value, low
effect use case, great
place to start. And
you're already miles
ahead. This isn't
something to assess. Like,
I think it's pretty
clear. This is not going
anywhere. This is
the future. and it
really is time to adapt
and get in. Can you
give us some examples
of a high reward, low
effort use case where
someone could start?
I think looking at
going back to qualified,
for example, that
solved a real problem
in that gap between
marketing and
sales. So if you
look at this from the
perspective of your
particular organization,
that whole
customer lifecycle,
there is always
a point of
friction somewhere
in there.
And guess what? If
you're not sure,
you can probably
ask PsychBot.
That'll give you
plenty of ideas, but
that's a great place
to start. Start with
something that's low
effort, high impact.
And it's a great
place to start. That's
usually where a lot
of our customers
are seeing a lot of
very fast success.
wisdom on where to start?
You know, I honed in
on this before. It's
really those leads that
go cold because you
just do not have enough
humans to touch every
lead. And it's utilizing
agentic marketing
to capture those leads
and monetize them.
I mean, it's just a
lot of money you're
leaving on the table,
right? Yeah. And in my
world, I would say sales
and marketing alignment.
So I work very
closely with Zach, the
CRO of Slack. He is my
number one customer.
And when I think about
the ability to speak
the same language, look
at the same data in
real time, make decisions
together, or even
a use case I used with
SlackBot once where I
was going into a
customer briefing with a
customer with a massive
transformation plan.
And I mapped our
product roadmap with
SlackBot against their
transformation plan and
when our products
were coming out, how
it mapped to their
timeframe in about five
minutes. That was a
powerful tool for our
sales and marketing
teams together to use.
There are so many
use cases that people
are coming up with
every day. Yeah, it's
our team, too. It's
been so exciting and
really fun, actually,
to experiment with
it. Yeah. All right.
Thanks so much, you
guys, for joining us and
sharing those insights.
We really appreciate
it. If you want
to keep exploring
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head to salesforce
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