8 Ways Marketing Agents Can Help You Build, Launch, and Track Campaigns Like Never Before

8 Ways Marketing Agents Can Help You Build, Launch, and Track Campaigns Like Never Before

With data and AI, humans and agents can work together to make marketing more powerful and efficient. Here's how.

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Content creation and distribution has long been a pain point for marketers. New research from the Content Marketing Institute found that 54% of B2B marketing respondents lack the resources to produce quality content at scale. A similar problem exists in the B2C space: marketers are so busy churning out content that they can't make their work repeatable, consistent or scalable. Marketers also have to manage resources to make campaigns as efficient and successful as possible - all while engaging customers in ways that separate them from the competition. So what's the solution for these issues? Marketing agents, which use data and AI to help create, manage and optimize campaigns.

At this year's Dreamforce, Salesforce launched Agentforce, a set of tools to create and customize agents, as well as the collection of agents we provide across the Customer 360. Agentforce Campaigns is a part of this launch, and I'm already being asked by customers how they can take advantage of it. According to Salesforce's 9th State of Marketing Report, 71% of marketers plan to use both generative and predictive AI within the next 18 months.

In this blog, I will introduce you to how marketing agents, such as those in Agentforce, can help you win customers while also making your internal teams more productive and cohesive.

How humans and marketing agents can be successful together

If you're new to working with AI, it's worth taking a moment to explain what a marketing agent is, and on the mindset shift these features will bring to your approach to campaign delivery.

Marketing agents form part of a broader suite of AI virtual assistants. These assistants work with humans to use data to build and execute plans. They analyze and understand the full context of what a human is asking, then reason through decisions on the next steps. In the marketing space, these tasks may include generating content, optimizing campaigns, analyzing results, and more.

Salesforce has developed AI agents to act as partners to humans within the customer experience. Our agents help you in the flow of work by taking on time-consuming tasks, allowing you to focus on high-value activities.

For marketers, this means spending less time trying to source your data and more time acting on it. It means less time creating multiple versions of content and more time strategizing ways to be more targeted and personalized.

My challenge to you is to change your thinking from, "How can these agents help me deliver business as usual more efficiently?" to "How can these agents radically change the way I deliver an exceptional customer experience?"

This can be a hard mindset for an entire organization to embrace, but it's very important to get the best results over the long term.

How marketing agents streamline the creation process

Let's dive into features and explore how Agentforce Campaigns can help you build, launch, and track campaigns.

1. Stay on track with intelligent recommendations

Marketing Cloud's AI functionality, Einstein, already monitors your data and tracks progress against your goals, then provides you with contextual recommendations for where you should focus to better achieve those goals. Agentforce Campaigns takes this a step further by turning that static recommendation into an action.

This might be adjusting an existing audience or campaign, or building an entirely new campaign you hadn't considered before.

2. Build your campaign brief in a flash

When Einstein recommends that you build a new campaign, you need to start with a brief - just like you would for any other campaign. Marketing agents can now build this brief for you, with all the context of your organization's goals and marketing guidelines.

Marketers can prompt Agentforce Campaigns in simple language to create a brief in seconds, which they can then refine until it meets their needs. Plus,the brief is already embedded in Salesforce, making it easy to share with stakeholders for approval.

3. Content that's contextual to your business

With your brief approved, it's time to create some content. Marketing agents can take that next step by generating emails and landing pages based on your brief and the brand guidelines pre-configured on the platform.

For example, Marketing Cloud's Agentforce Campaigns will generate subject lines, body copy and calls to action across email and landing pages, all within a branded template. You can then refine the content using natural language prompts to ensure it fits tone of voice and campaign strategy.

If you're not the content expert in your organization, Agentforce Campaigns can help you and your creative team. As a specialized team, they may be better placed to shape the agent's pre-configured guidelines, and the final outputs.

4. Generate an audience like a data scientist

You might not be an SQL expert, but you definitely know the kinds of customers you want to target. Marketing agents allow everyone to build an audience.

With Agentforce Campaigns you can use natural language prompts to describe the target audience you want, and the agent will translate that into the appropriate segment attributes.

5. Activate at scale in a journey

Successful campaigns are activated through intelligent, multi-channel journeys where personalization is integrated into every step. Marketing agents help you activate and scale your campaign automatically by building a full journey flow from the original brief.

Using a natural language prompt, Campaign Agent will configure a draft journey with all your campaign content that you can further refine, approve, and activate.

6. You are no longer limited by your content

Marketers have been constrained by how many content variations they could produce within a given timeframe or budget. Marketing agents can now generate multiple content versions in seconds.

Take advantage of this capability by strategically planning for personalized content in your brief with Agentforce Campaigns doing the heavy lifting. For example, it can automatically generate different content for high-value customers versus those who are new to the brand versus more seasoned fans.

7. Explore segments you never had time for before

Many organizations rely on specialized data science teams for segment creation. These teams are often at capacity, limiting the number of segments a marketer can request. With marketing agents, you can build segments on your own, allowing you to explore more nuanced audiences.

For example, you can use Agentforce Campaigns to build separate churn segments based on engagement scores, age, location, or past purchase behavior with a simple natural language prompt.

8. Easily foster a culture of testing and learning

Testing often falls low on a marketer's priority list due to time constraints. Marketing agents automate the build of your journey flow, making it easier to embed testing into your campaigns.

This is a game-changer as you can now incorporate continuous testing and learning into every campaign without significantly increasing time spent.

Any unreleased services or features referenced here are not currently available and may not be delivered on time or at all. Customers should make their purchase decisions based upon features that are currently available.

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Danie is a Senior Experience Architect for Salesforce Professional Services. His speciality is Marketing Cloud, focusing on business strategy and design. He has been a Trailblazer since 2014, first joining Salesforce in 2017.

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