On April 9, 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 organizational data – without complex integrations.

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

• Campaign creation and setup
• Content generation
• Ongoing optimization

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:

• Generate a campaign brief
• Build a complete multi-step campaign flow
• Create supporting content

Because everything is powered by Data Cloud, campaigns are personalized 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.

Key Lessons from Early 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-time donors into recurring 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 personalization 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 organizations, 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 organization?
Get in touch with TwoPurpose to explore the possibilities or discuss your specific use case – we’re happy to help you get started.