Salesforce today unveiled a new set of agent marketing tools at its Connections event in Chicago. They are designed to further automate the marketing workflow, from sourcing leads and creating content to launching campaigns and optimizing performance.
The ads reflect a broader shift in marketing software. Rather than using AI to facilitate the execution of individual tasks, vendors are increasingly positioning agents as systems capable of executing entire workflows with limited human involvement.
On the sales side, Salesforce highlighted two agents newly available at Qualified.
- PiperQualified’s SDR agent, identifies and qualifies inbound website visitors 24 hours a day, then automatically routes qualified leads to sales teams.
- HunterQualified’s prospecting agent, focuses on generating outbound pipelines. The agent identifies potential contacts, initiates outreach, and executes email sequences so sales teams start the day with new opportunities already in motion.
Salesforce also introduced new tools for content creation and personalization.
- Agentforce Content Agentcurrently in pilot phase, allows marketers to describe a campaign in simple language. The agent then generates content for email, SMS, RCS, and mobile channels while following brand guidelines and preparing assets for deployment.
- Real-time offer managementwhich Salesforce says will be available soon, uses behavioral and engagement signals to determine which offers individual customers should see and when.
The company also previewed tools designed to bring campaign planning closer to autonomous execution.
- Expert marketing agentcurrently in pilot phase, allows marketers to define objectives, budgets and operational guardrails. Agents then help create campaigns, launch them, and optimize performance against business goals.
Salesforce also integrates campaign management into Slack. An upcoming integration will allow marketers to manage audience segments, campaigns, customer journeys, and performance insights through conversational interactions in Slack, without switching between apps.
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Constantine von Hoffman is editor-in-chief of MarTech. A seasoned journalist, Con has covered business, finance, marketing and technology for CBSNews.com, Brandweek, CMO and Inc. He was an editor at the Boston Herald, a news producer at NPR and has written for Harvard Business Review, Boston Magazine, Sierra and many other publications. He has also been a professional stand-up comedian, has given talks at anime and video game conventions on everything from My Neighbor Totoro to the history of dice and board games, and is the author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and too many or too few dogs.
