The Dawn of Two-Way Marketing: Inside the Agentforce for Marketing Revolution
- sfmcstories
- Oct 19
- 3 min read
Dreamforce 2025 Marketing Highlights
A New Chapter in Marketing Innovation
The Dreamforce 2025 Marketing Keynote opened with excitement, gratitude, and a bold message from Steve Hammond, EVP and GM of Agentforce Marketing. Celebrating 25 years since ExactTarget’s founding, Hammond acknowledged the marketing community’s evolution and unveiled the next leap forward — Agentforce for Marketing, a unified AI-powered platform built to end the era of “Do Not Reply” marketing.
From One-Way Campaigns to Two-Way Conversations
For decades, marketers have operated in a “broadcast” mode — sending messages and waiting for customers to act. Hammond described how today’s customers expect instant, intelligent, and conversational engagement — driven by agents and AI.
Agentforce for Marketing transforms traditional campaigns into two-way, dynamic dialogues. Instead of clicking through emails and websites, customers can now reply directly, receive personalized answers, and engage across channels like email, SMS, and WhatsApp — seamlessly and contextually.
The End of the “Do Not Reply” Era
Matt Schultz brought this to life through a live demo. Traditional Salesforce emails—like Dreamforce invites—were reborn as interactive experiences. Recipients could reply with questions, get AI-generated responses, and even schedule meetings—all within the same thread.
It didn’t stop there. The conversation extended into WhatsApp, showing how Agentforce connects engagements across devices and moments. The takeaway was powerful: email is not dead—it’s just evolving into an intelligent, conversational medium.
Unified Data, Smarter Engagement
Natalie Matthes shifted focus to the foundation of all this innovation — Salesforce Data 360. “None of this works without unified data,” she emphasized. Data 360 consolidates signals from Marketing, Sales, Service, and Commerce, giving marketers a 360° view of every customer.
Natalie’s demo showed how marketers can connect existing Marketing Cloud instances, automatically sync engagement data, and instantly unlock unified profiles—all without migrations or complex coding.
Once activated, Agentforce can help build AI-driven audiences, create adaptive journeys, and connect every touchpoint in real time.
Adaptive Experiences in Action
Abby Spaans took the stage to showcase what adaptive, conversational experiences truly look like. Partnering with Fisher & Paykel, she demonstrated how websites can become living, agentic experiences.
Visitors aren’t just browsing—they’re chatting with an embedded digital agent that provides personalized recommendations, product comparisons, and even books in-person appointments at nearby experience centers.
Agentforce seamlessly connects structured and unstructured data, using real-time context to deliver 1:1 adaptive experiences across web, SMS, and service.
Marketing at the Speed of Creativity
Eric Zenz introduced a new paradigm: campaigns built and managed by AI agents. Instead of spending 7+ weeks crafting a campaign, marketers can simply set a goal and let Agentforce’s digital workforce handle planning, audience selection, and activation.
This vision came to life through Indeed’s story, presented by Linda West. Facing data silos and slow activation, Indeed used Agentforce to unify its systems, detect hiring needs in real time, and automatically launch re-engagement campaigns.West described the shift beautifully:
“It represents simplicity in the how—so we can focus on the why.”
Turning Insights into Impact
Finally, Prasanna Vijayakumar revealed how Agentforce goes beyond activation to deliver autonomous optimization. Using Tableau and Slack integration, marketers can now “talk” to their data, asking questions like “Why did conversions dip last week?” and receiving actionable insights instantly.
Agentforce identifies underperforming ads, pauses wasteful spend, and even finds new high-value audiences using Data Cloud Clean Rooms — all in real time.
As Vijayakumar summarized:
“This is marketing that never sleeps. It learns, adapts, and acts.”
Key Takeaways
Agentforce for Marketing = Marketing Cloud + Agentic Intelligence
Two-way email & messaging redefine engagement
Data 360 powers personalization across every touchpoint
Adaptive websites and AI orchestration unify experiences
Optimization agents ensure continuous learning and improvement
This name is given to Marketing Cloud Next (Which enables direct connectivity with Marketing Cloud Engagement with proper license).
What’s Coming Next
Two-way email → February 2026
New mobile features → October 2025
Adaptive websites → December 2025
Business units in Agentforce → February 2026
Clean Rooms & Multi-Touch Attribution → December 2025 – February 2026
Final Thoughts
Dreamforce 2025 marks the official transformation of Marketing Cloud into an intelligent, agentic powerhouse. The “Do Not Reply” era is over — and the future belongs to brands that listen, learn, and respond in real time.
Agentforce for Marketing isn’t just another feature release. It’s a new way of thinking about customer engagement — human, adaptive, and deeply connected.
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