Salesforce Connections 2025: Marketing Cloud Next, Data Cloud and Agentforce

Salesforce Connections 2025 kicked off with a bang, and the first keynote made it clear where the future of marketing is headed: a new era where artificial intelligence agents work with you, not just for you. Here we share with you the 3 main points of day 1:

1. Salesforce is the fastest and most accurate agent AI platform.
   Do more, without spending more.
2. Marketing Cloud Next is your complete Agentic solution
   to connect every channel and collaborate with AI agents at every stage of the customer journey.
3. Data Cloud is the foundation of Marketing Cloud Next.
   Unify and activate all your data for 1-to-1 personalization at every touch point.

What is Agentic Marketing?

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Salesforce introduces us to a new way of marketing, where you no longer need to operate everything manually. Now you can launch campaigns faster, have real two-way conversations, and let AI agents do the heavy lifting for you.

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What can you achieve with Agentic Marketing?

• Launch campaigns in days, rather than weeks.
• Create a conversation with your customers, instead of just sending messages that they can't respond to.
• Qualify leads on a continuous basis, without schedules.
• Optimize campaigns without repetitive operational work.

It's no longer about automating tasks, but about creating experiences that truly respond and adapt to the user. Conversational, frictionless marketing.

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How do AI Agents work?

Salesforce AI agents understand your business, your data and your goals, to help you scale without losing personalization. They follow a cycle called Agentic Loop:

1. Plan: Interpret your data instantly and design an optimal plan
2. Evaluate: Analyze performance in real time
3. Adjust: Adjust the strategy and repeat the process constantly.

And the best part: they do it on the Salesforce platform, integrating with your workflows, AI models (Einstein), custom apps, and ensuring privacy, security and compliance.

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Martech Agentic Stack: What the new marketing architecture looks like

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During Connections, Salesforce presented its new technology with processes focused on Marketing.

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Metadata Platform

The core where your custom apps, Einstein AI, automation flows, privacy, analytics and more live.

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2. Data Cloud

The ultimate database. It unifies all your data sources (without unnecessary copies thanks to Zero Copy and RAG), and allows you to activate your Customer 360.

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3. Marketing Cloud Next

The evolution of marketing towards a real two-way conversation with users.

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4. Agentforce

The artificial intelligence layer that executes, automates and personalizes tasks. It is the operating engine of intelligent agents.

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Data Cloud: The basis for truly intelligent marketing

All the magic begins with data. How does it work?

1. Connect all your data sources (no matter where they come from).
2. Unify and harmonize: map all your data models and obtain a unique profile of each customer.
3. Governs the data: defines who accesses it, for what purpose and how.
4. Segment and predict: this is where Marketing starts; it generates segments with AI and defines their purpose.
5. Activate on any channel: no matter if your data lives in the Data Cloud or if it is connected to some other system using zero-copy, you can activate campaigns from anywhere.

As @Ariel Kelman (President & CMO, Salesforce) mentioned:

"We need our data to be right, so we can do anything."

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Marketing Cloud Next: From mass mailing to 1:1 conversation

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Finally, we come to Marketing Cloud Next. This new product changes the paradigm: now every message can become a conversation.

As @Bobby Jania (CMO, Marketing Cloud, Salesforce) mentioned: in the Main Keynote:

You can't build relationships with "do not reply".

And he is absolutely right.

The integration with the Metadata Platform allows:

• Unified and activatable profiles.
• Shared metrics.
• Triggers between clouds.
• B2B customization.
• Real B2C engagement.

The impact this has on the marketing world:

- Real two-way conversations.

- Unlimited customization.

- Predictive insights.

- No more "no reply".

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Salesforce is transforming the way brands connect with their audiences. At Orange Digital, we're ready to help you harness the power of MarketingCloud Next, Data Cloud and Agentforce to make your strategy smarter, more personalized and more effective.

The future of marketing is not just digital. It's agentic.

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