DF25: Smart Marketing Decisions: Marketing Cloud + Agentforce

Slides from our Dreamforce 25 Presentation

1. Smart Marketing
Decisions: Marketing
Cloud + Agentforce
360 Platform
Jacob Hayes | Senior Manager | Accenture
Pato Sapir | SVP, Product Innovation | Marcus Thomas
Ali Saeed | Co-Founder & CTO | ConX Digital

3. Your roundtable presenters.
Jacob Hayes
Senior Manager
Accenture
LinkedIn
Ali Saeed
Co-Founder & CTO
ConX Digital
Pato Sapir
SVP, Product
Innovation
Marcus Thomas
LinkedInLinkedIn

4. What To Expect Today
Connect
(& maybe commiserate)
with your peers about all
things Data, Marketing,
and AI

Learn
A new planning tool for
how to leverage data &
AI to create meaningful
experiences for your
customers

Visualize
What good looks like by
better understanding
Next-Gen Marketing
Cloud & the Agentforce
360 Platform and
identifying the right use
cases to get started

A Few Guiding
Principles
1.No such thing as a dumb question
2.Give ideas a chance and a platform
3.Think outside the box

5. Agenda for today
●Introduction
○Next-Gen Marketing Cloud and
Agentforce 360 Platform
●Table Discussion
○Assessing your readiness
●Framework Presentation
○Tools to help you be ready
●Framework Exercise
○Putting the framework to work.
●Wrap Up and Q&A

6. Data Connectors
LLMs
Channels or Apps
Meet Your Agentic Marketing Stack
Metadata Platform
AnalyticsSecurity & privacyOmnichannel UIAI & modelsCustom apps & agents Flow automation
Always-on
lead gen
24/7 omni-channel
conversations
Real-time
recs & offers
Launch campaigns
instantly
Autonomous
1-1 personalization
Self-optimizing
campaigns
Generate briefs
& audiences
Agentforce 360 Platform
AI Agents
Marketing
Applications
Business &
Customer data
Security &
Automation
Data 360
Real-time segmentsSearch & RAGAI governanceZero copy
Structured &
unstructured
Unified profiles
PersonalizationChannelsAdvertising
Insights &
optimization
Customer
intelligence
Orchestration Marketing ops
NEW

Personalized
experiences
Owned
channels
Digital
advertising
Insights &
optimization
Customer
intelligence
Marketing
orchestration
Marketing
operations
NEW

The ????fi?s o? ?? In?e?r???? Pla???r?
#1 Improved Integration
Reduced Data Latency • Improved Data Sharing •
Enhanced Governance & Security
#2 AI and Automation
Agent Ready Architecture • Automate Across The
Platform • Connected Data, Content, and Decisioning
#3 Streamlined Workflow
Single UI/UX for cross-app workflows • Unified
Data/Segmentation Across Apps
Next-Gen Marketing
Cloud

7. Get started with the foundation Extend capabilities




Data 360
+
Agentforce 360 Platform
360 Platform Campaigns
+
Multi-Channel Journeys
+
Forms & Landing Pages





Everything in Growth
+
Two-Way Convos
+
AI Scoring
+
Path Experimentation
+
Custom Automation
Events
Growth Edition
Advanced
Edition



Drive ROI & CLTV with personalized experiences
across every touchpoint

Salesforce Personalization


Optimize cross-channel campaigns & spend with
a single view of performance
Marketing Intelligence


Increase profitability & loyalty with better
engagement & personalized rewards
Loyalty Management
Next-Gen Marketing Cloud

8. Get started with the foundation Extend capabilities




Data 360
+
Agentforce 360 Platform
360 Platform Campaigns
+
Multi-Channel Journeys
+
Forms & Landing Pages





Everything in Growth
+
Two-Way Convos
+
AI Scoring
+
Path Experimentation
+
Custom Automation
Events
Growth Edition
Advanced
Edition



Drive ROI & CLTV with personalized experiences
across every touchpoint

Salesforce Personalization


Optimize cross-channel campaigns & spend with
a single view of performance
Marketing Intelligence


Increase profitability & loyalty with better
engagement & personalized rewards
Loyalty Management
Get alongside existing products with + SKUs
MCE+
MCAE+
MCP+
MCI+

9. Salesforce Personalization 101: Reference
Architecture

10. Tying it all together with Intelligence
Delivery Report
Conv. Report
Star Schema
(DLOs)
Campaign
Site
Media Buy
Creative
Ads Facts
+New Relationships
+New Calc Dims.
+New Calc Meas.
Custom SDM (Open)
Marketing Intelligence
Raw DLOs
Ads DLO
Conv. DLO
Transform
Add IDs
Formulas
Star Schema
Data Pipeline
Data
Stream
Data
Stream
Data Ingestion
Campaign
DMO
Segment
DMO
Ads Facts
DMO
AdGroup
DMO
Creative
DMO
C360 Data Model (DMOs)
Mapping
Mapping
Mapping
Mapping
Mapping
Salesforce Flow Orchestration
1 2
SDM Deployment
??????
??????
??????
View
??????
??????
??????
Connectors
Inherits from SDM
MI Dashboards (LWCs) Tableau Next
Calc Dims.
Calc Meas.
DMO1
DMO2
DMO3
Enrichments
Patterns
System SDM (Locked)
Data 360 Reports

11. Marketing Intelligence & Marketing Cloud
MI will integrate owned channel data
(MCA/MCE email) from Data 360 into the MI
model without the need to port data.


Advertising data can be connected directly to
MI, ingested and mapped to Data 360
objects with only source authentication
needed.
For data sources without API connectors,
Total Connect enables uploading flat file
data and map fields to the MI data model.

12. Beyond Technology.
Creating connected data driven
moment-oriented experiences that add business
value.

13. Companies Struggle To Deliver A Coherent Strategy
Average customer
interacts with 9 different
touchpoints
Email Social Display Website
Source: ”State of the Customer, 5th Edition,” Salesforce Research, May 2022

14. Creating a Connected
Experience
Discrete moments when
connected together,
strengthen or weaken a
customer’s preference, loyalty,
and advocacy
Behavioral Messaging
(Cart, Browse)
Next Best
Actions
Fulfillment
Messaging
Post-Sale
Messaging
Ratings / Reviews /
NPS
Social Content
Syndication /
Network Effects
Persona
Modeling
Customer
Experience
Journeys
Loyalty
Mgmt
Collaboration
B2C
Commerce
B2B
Commerce
Field
Service
Retail
Execution
Trade Promo
Management
Predictive
Forecasting
Supplier
Management
Logistics Employee /
HR
CRM
Case
Management
Self-Service
Communities
Workflow /
Process
Management
Live Message /
Chat
AI
Analytics
Data Next Best
Action
Hyper-
Personalization
Targeted
Engagement
Next Best
Action
Account
Management
Account
Planning
TOP
LINE
BOTTOM
LINE
CSAT
Platform
Clienteling
Display /
Media
Welcome, Education
Profile Completion
RFM
Marketing
Moments
Service
Moments
Sales
Moments
Capabilities that support and deliver the consumer experiences

15. Four Critical Questions Shaping 2025-2026 Strategy
These questions are coming from “the top”…and with AI and Salesforce evolving
rapidly, knowing where to start isn't easy.
How Composable Should
Our Stack Be?
GenAI is driving tech stack evaluation
How Do We Measuring ROI?
Fragmented digital landscape
How Do We Experiment With
AI?
AI needs to drive differentiation
Can We Personalize At Scale?
Moving beyond batch and blast
Shared Aspects of
Marketing and IT
●Strong Data
Foundation
●AI & Technology
Adoption
●Customer / User
Centricity
●Risk, Resilience,
and Compliance

16. Where are you in your
adoption journey?
Let’s share out with our table by
playing a game.

17. We will display a
blue card with a
prompt on the
screen.
How it works
1.Read the blue
card
2. Decisions,
Decisions
Look at the available
white cards and
discuss with your
table.
3. Share out
Pick a member of
your table to share
out what card they
chose and why.
Disclaimer: Cards were printed before naming updates ??????

18. Card #1
Marketing Cloud
Next is
announced.

Your team is
ready to
______________.
Cards Against Uncertainty
Take 2-3 minutes to discuss
with your table and
choose a white card!

19. Internal - answer card options
-Understand the differences between this and our current investment.
-Map out quick use cases to justify a move to newer products.
-Call our Salesforce Account Executive to learn more.
-Go out on a golf outing because we are not even ready yet.
-Print T-shirts that say “I survived Classic Email”.

20. Card #2
Your CMO asks:
“Why do we
even need
Agentforce?”
Cards Against Uncertainty
Take 2-3 minutes to discuss
with your table and
choose a white card!

21. Internal - answer card options
-Because we had identified use cases that bring real value to our business.
-Because we can connect AI capabilities directly into our current workflows.
-I don’t know yet, but it feels like we should do more research.
-Because John Connor says so.
-To look cool at the Dreamforce happy hour.

22. Putting
Uncertainty
To Rest.
Exploring a practical framework for
adoption and planning.

23. Moments are the atomic
units of Customer
Experience
They Matter. They are an Opportunity.

Each opportunity brings expectations.

How you engage determines relevance.
ACTION
When does someone
experience this moment?
GOAL
What’s the intended
measurable outcome?
AUDIENCE
Who is experiencing
this moment?
THREE ELEMENTS FOR IMPLEMENTING
A MOMENT-ORIENTED EXPERIENCE

24. From Data To Outcomes: The Essential Framework
A practical approach to identifying which customer moments matter most
AUDIENCE

Segmentation
ACTION

Personalized
Engagement
GOAL

Outcome
DATA

Sources

25. Workshop Exercise: Next-Gen Marketing Cloud and
Agentforce 360 Platform Use Case Development
Let's Build Some Together

Templates on each of your
tables
Framework For Craing Your Use
Cases: 3 Components
1.Business Outcomes (The Why)
2.Salesforce Capabilities (The How)
3.Potential Outcomes and Business Impact
(The What)
Keep The Following In Mind
●Keep the end in mind
●Don't limit this to customer experiences
●What is the potential impact of “doing
nothing”
●What KPI’s are in place to measure
progress and success

26. Next-Gen Marketing Cloud Use Case Template
What are the objectives of our use case?
External vs Internal?
What customer behaviors are we expecting?
What channels do we want to communicate on?
What data is needed where is this sourced?
What persona(s) are we solving for?
What obstacles or barriers do we anticipate?
How will this be measured?
What does success look like?
Objective
Experiences
Data
Who
KPIs
Challenges

27. Let's Apply This In Practice: Missed Benefit Awareness
Re-engage clients by highlighting unclaimed or underused
benefits available through their existing accounts, helping them
feel informed, rewarded, and in control of their financial value.
Objective
External: A light, empowering message that surfaces benefits the client has
earned but not used (“You’ve earned these travel points — here’s how to make
the most of them”).

Behavioral Expectation: Increased feature activation, benefit redemption, or
engagement with financial tools.

Channels: Email, SMS, or in-app message with clear, one-click access to redeem
or learn more.
Experiences
●Customer account type and available but unused benefits (rewards, interest
tiers, special offers).
●Behavioral data (frequency of logins, last redemption, engagement score).
●Client communication preferences to determine most effective outreach
channel.
Data
Clients with established accounts who are active but
not taking full advantage of available rewards, features,
or perks.

Relationship marketing and client engagement teams
aiming to strengthen perceived value of membership.
Who
●Increased benefit redemption or feature activation rate.
●Reduced churn risk among clients previously at low
engagement tiers.
●Improvement in perceived value and satisfaction metrics
(survey or NPS).
KPIs
●Avoiding “salesy” perception when highlighting missed
benefits. Must feel supportive, not corrective.
●Ensuring accurate, real-time benefit data to prevent
confusion or frustration.
●Differentiating between clients intentionally not using a
benefit versus unaware of it.
Challenges

28. Let's Spend 10 Mins
Working on Use Cases

29. Agentic Marketing Use Case Template
Describe the use case and
how it supports the
business objectives
What value is achieved by
meeting the objective?

How is this measured?


Who owns the use case?

Who is the main actor,
impacted the most?

Who supports?
Describe the business
objectives

Confirm the priority

What’s working for these
business objectives?
Which systems and
functionality support the
use case?

Data - what data is
needed where is this
sourced?

Data Volumes
Are there any data gaps?

Any issues impending or
additional capabilities
required to deliver on
objective / use case?
Description
Business Capabilities
KPI | Benefits
Business Objectives
Actor | Department
Systems & Data Entity
Tech Stack
Current Challenge
Business Impact
AI Expectations
Which are the key unique data
identifiers (ID / Key)?

What is the current data
quality?

How are the systems
integrated? (swivel chair,
automated, point-to-point,...)

What is the data latency?
How much does the business
benefit from use case
realization?

How difficult / complex is it to
implement?

30. Let's Apply This In Practice: Lead Scoring and Prioritization
Use AI-driven lead scoring to
prioritize UHNW clients most
likely to adopt Managed
Products, combining CRM
and portfolio data to
optimize cross-sell strategy.
Einstein Predictive Scoring

Data Cloud Enrichment

Lead Prioritization Flows
●+10% increase in
Managed Product
adoption.
●15% reduction in sales
cycle length.
●+20% improvement in
rep productivity.
●Owner: Private Wealth /
Sales Management.
●Main Actor: Financial
Consultant / Sales Rep.
●Supporting Teams: Data
Science, CRM
Administration.
Increase Managed
Product conversions.

Prioritize high-propensity
leads for sales reps.

Accelerate pipeline
velocity and AUM
growth.
Data Entities: Lead,
Opportunity,
FinancialAccount,
ProductInterest.

Data Source: CRM data
enriched with external
financial indicators.

Data Volume: High
(continuous scoring).
Manual segmentation
lacks predictive power.

Advisors spend time on
low-potential leads.
Score and rank leads by
likelihood to purchase
Managed Products.

Recommend next
conversation topics or
products.

Automatically update
CRM lead priority fields.
Description
Business Capabilities
KPI | Benefits
Business Objectives
Actor | Department
Systems & Data Entity
Tech Stack
Current Challenge
Business Impact
AI Expectations
●Identifiers: Lead ID,
Portfolio ID.
●Integration: Data Cloud
enrichment → Einstein
Discovery scoring model →
Lead record update.
●Latency: Hourly scoring
refresh.
●Data Quality: Model
performance monitored
through Einstein Analytics
dashboard.
Optimizes sales targeting
through predictive AI,
resulting in higher
conversion efficiency and
measurable AUM growth.

31. Let's Spend 10 Mins
Working on Use Cases

32. Let’s Wrap Up!
What Comes Next?

33. What Comes Next?
6
5
4
3
2
1
Practical
Framework
Run These At
Your Business
Technology
Readiness
Existing
Platform
Review
Operating Model
Transformation
Readiness
Vision /
Transformation
Re-align Focus
Process & Workflow
Designs
Day In The Life
Value
Difficulty
Matrix (VDM)
Complete
Prioritization
We Have A Framework For Success…What Do We Do Now?

34. Thank
you

35. Your roundtable presenters.
Jacob Hayes
Senior Manager
Accenture
LinkedIn
Ali Saeed
Co-Founder & CTO
ConX Digital
Pato Sapir
SVP, Product
Innovation
Marcus Thomas
LinkedInLinkedIn

36. Appendix Slides

Reference Architectures, Additional Use Case
Examples, and Agentic Fabric w/MuleSoft

37. Data Cloud 101: Reference Architecture
Source: Data Cloud Architecture

38. GenAI 101: Reference Architecture + Tech Stack
Source: Overcoming two issues that are sinking gen AI programs

39. Agentforce 101: Reference Architecture
Source: Martin Kiln - Agentforce

40. Agentforce 101: Agentic Fabric with MuleSo
Source: Martin Kiln - MuleSoft + Agentic Fabric