Salesforce Connections 2025: Elevating Experiences via Agentic Marketing

From keynotes to side-stage conversations, Salesforce Connections 2025 was all about Agentic Marketing, across all channels (website, email/SMS, advertising).  Salesforce showcased the potential of AI agents to elevate legacy customer experiences.

This year, Salesforce introduced a new “agentic stack” designed to help brands activate digital labor to create real-time, two-way customer conversations, without having to scale human teams.  Whether it’s a “Do Not Reply” email, a static ad or a basic chatbot, customers can feel dissociated and disconnected from your product or customer service teams. Enter the agentic stack, enabling customers to do things like: directly respond to an email with questions about the product; click on an ad to start a two-way conversation; or get quick and effective customer service from an AI agent that has the ability to leverage enterprise data to reason.

The Agentic Stack

Most importantly, the new Salesforce agentic stack is connected, giving brands the ability to create more consistent cross-channel experiences. The stack encompasses the Metadata Platform, Data Cloud, Marketing Cloud Next and Agentforce:

• Metadata Platform: The framework that defines and manages how your platform functions across applications
• Data Cloud: Zero-copy data integration and harmonization from various sources to create a data foundation to action into Marketing Cloud and Agentforce
• Marketing Cloud Next: A newly rebuilt Marketing Cloud, featuring unified profiles, shared metrics, cross-cloud triggers, B2B personalization and B2C engagement
• Agentforce: Platform to build, deploy and optimize cross-channel AI agents

The stack, most importantly Data Cloud, integrates with various external tools and data sources, like business applications; data lakes and warehouses; unstructured data; APIs and SDKs; analytics platforms; other Salesforce tools like Slack; and advertising platforms like Google or Amazon.

What Does this Mean for Brands?

The possibilities to create more innovating and engaging experiences leveraging the agentic stack are endless. It’s best to first evaluate your key organizational challenges (e.g. inactionable data foundation, inefficient customer service, low customer satisfaction, high bounce rates, poor advertising ROI) to identify low-hanging fruit, as well as initiatives that may deliver the highest return on effort. With agentic marketing, it’s best to get a couple quick wins under your belt, evangelize that success to your organization and then scale to more complex use cases.

Some of the agentic stack benefits that Salesforce highlighted in the Connections Keynote included:

• Greater Speed: Salesforce showcased the ability for your employees to use Agentforce in Slack to action data from external applications and unstructured sources like Google Docs. Your teams can generate briefs and build campaigns in Slack, and then port directly into Marketing Cloud Next, enabling you to launch faster.
• More Leads: On the Sales side, particularly for industries like Manufacturing and B2B, Salesforce highlighted how AI agents can now be configured to continuously mine for qualified leads: directly reaching out to prospects; answering queries based on enterprise and product data; booking meetings; and feeding highly qualified prospects immediately to human salespeople.
• More Optimization Opportunities: Never stop testing and learning. And always follow the data. Salesforce is giving brands more opportunity to do this through the new Agentforce Command Center, which aggregates engagement metrics, performance stats and agent effectiveness datapoints. This enables you to identify optimization opportunities to improve conversations, reduce drop-off and scale successes.

If we missed you at Connections this year (or you weren’t able to attend), we’d love to talk to you about these innovations and how they can help drive performance for your brand!

Connect with one of our Salesforce specialists for a complimentary consultation around how you can integrate and activate the new Salesforce agentic stack.