On April 9th, we hosted the webinar “Agentic Campaigns with Marketing Cloud Next”, where we explored a major shift in how marketing campaigns are created and managed: the rise of agentic campaigns. With this new generation of Salesforce technology, AI, data, and automation come together in a single platform.

Together with Tiago Carmona (TwoPurpose), Julia Rossi, and Roeland Vugts Wieringa (Salesforce), we shared insights, a live demo, and lessons learned from early implementations.

Marketing Cloud Next: Where Data and AI Come Together

Traditional marketing tools often operate separately from CRM systems. Marketing Cloud Next changes that by being fully native to the Salesforce platform, allowing marketers to work directly with existing organisational data – without complex integrations.

At its core is Agentforce, an AI layer that supports:

• Campaign creation and setup
• Content creation
• Continuous optimisation

All of this runs within the Einstein Trust Layer, ensuring data security and brand consistency.

From Idea to Campaign in One Flow

During the webinar, we demonstrated how quickly campaigns can be created using Agent Force.

With just a single prompt, the platform was able to:

• Campaign Brief **1. Project Title:** [Name of the campaign] **2. Client:** [Name of the client/organisation] **3. Project Overview:** * **What are we trying to achieve?** Outline the main purpose of the campaign. Is it to launch a new product, raise awareness for an issue, drive sales, change perception, etc.? * **What is the context?** Provide any relevant background information about the client, their market, previous campaigns, or current challenges. **4. Campaign Objectives:** * **What are the SMART objectives?** (Specific, Measurable, Achievable, Relevant, Time-bound) * Example: Increase website traffic by 15% within three months. * Example: Achieve 500 new sign-ups by the end of the fiscal quarter. * Example: Improve brand sentiment scores by 10% among the target demographic in six months. **5. Target Audience:** * **Who are we trying to reach?** Define the primary and secondary target audiences in detail. * **Demographics:** (Age, gender, location, income, education, occupation, etc.) * **Psychographics:** (Interests, values, lifestyles, attitudes, behaviours, pain points, motivations, aspirations) * **Media Consumption:** Where do they spend their time? What media do they consume? (Social media platforms, websites, publications, TV channels, radio, etc.) **6. Key Message:** * **What is the single most important thing we want the audience to understand or feel?** This should be concise, clear, and compelling. * **What are the supporting messages?** What secondary points need to be communicated to reinforce the key message? **7. Unique Selling Proposition (USP) / Key Differentiators:** * **What makes our product/service/cause unique and better than the alternatives?** * **What are the key benefits for the target audience?** **8. Tone of Voice:** * **How should the campaign sound and feel?** (e.g., authoritative, friendly, playful, serious, empathetic, inspirational, professional) * **Are there any existing brand guidelines to adhere to?** **9. Mandatories & Constraints:** * **What absolute requirements must be met?** (e.g., legal disclaimers, required logos, specific call to action) * **What are the limitations?** (e.g., budget, legal restrictions, regulatory requirements, brand no-go areas) **10. Deliverables:** * **What specific assets are required?** (e.g., ad creative, social media posts, website landing page, video content, press release, event collateral) * **What formats are needed for each deliverable?** **11. Budget:** * **What is the overall budget allocation for this campaign?** * **Are there specific allocations for different channels or activities?** **12. Timeline & Key Dates:** * **Campaign launch date:** * **Key milestones:** (e.g., creative concept approval, asset delivery, testing periods) * **Campaign end date:** **13. Measurement & Evaluation:** * **How will success be measured?** Refer back to the SMART objectives. * **What Key Performance Indicators (KPIs) will be tracked?** * **What reporting frequency and format is expected?** **14. Approval Process:** * **Who needs to approve the campaign at each stage?** **15. Contact Person(s):** * **Who is the primary point of contact for this project?** (Name, title, email, phone number) **Prepared by:** [Your Name/Department] **Date:** [Date]
• Build a complete multi-step campaign flow
• Create supporting content

Because everything is powered by Data Cloud, campaigns are personalised from the start-not just at a segment level, but at the level of individual supporters, based on their full data profile.

Real-Time, Adaptive Campaigns

One of the biggest advantages of Marketing Cloud Next is that campaigns are no longer static.

You can engage audiences across multiple channels – such as email, SMS, and WhatsApp – while the system continuously adapts. If someone converts or drops off, the campaign automatically responds.

At the same time, built-in analytics provide real-time insights into performance, from opens and clicks to actual conversions.

Primary learnings from initial implementations

Our first projects with Marketing Cloud Next highlight a few important principles:

Start small
Focus on a clear use case, such as converting one-off donors into regular supporters.

Collaborate with your CRM team
Strong data foundations are essential. Close collaboration ensures campaigns are built on the right data.

Create a single source of truth
With Data Cloud, you can unify data from multiple sources - making both personalisation and reporting much more effective.

Why This Matters

Marketing Cloud Next doesn't just introduce new features – it changes the way marketing works. It reduces manual effort and enables more intelligent, automated decision-making.

For mission-driven organisations, this translates into more relevant communication, stronger relationships, and ultimately, greater impact.

Want to Learn More?

Curious how Marketing Cloud Next and Data Cloud could work for your organisation?
Get in touch with TwoPurpose to explore the possibilities or discuss your specific use case – we're happy to help you get started.