Product Note:Marketing Cloud Growth and Advanced are editions of Marketing Cloud Next and have also been referred to as Agentforce Marketing.
In February 2024, Salesforce announced a new marketing automation platform called Marketing Cloud Growth Edition. It’s built natively on the Einstein 1 platform and allows you to build multi-channel campaigns with Data Cloud. The core audience for the initial launch is marketers at SMBs, but we think this new platform will evolve and give us a taste of what on-platform marketing automation will look like in years to come. That being said, let’s take a look at how Marketing Cloud Growth Edition allows users to create brand guidelines and why it’s something marketers will cheer about.
Why you should add branding guidelines in Marketing Cloud Growth Edition
Marketing Cloud Growth Edition uses the Experience Cloud builder, which has drag-and-drop functionality so users can build responsive assets without digging into the HTML. It also has generative AI that users can tap to build marketing assets through natural language prompts.
Setting up branding guidelines in Marketing Cloud Growth Edition is pretty important when it comes to getting more traction out of the platform, saving time for your team, and creating consistency among your marketing assets.
You can add guidelines for multiple brands in one org so you can tailor each email and landing page to the brand it represents. Also, if you update any part of your branding guidelines, Marketing Cloud Growth Edition will automatically carry that change across any marketing assets where you’ve applied those brand guidelines.
How to set brand guidelines in Marketing Cloud Growth Edition
Here’s how setup works for the brand center in Marketing Cloud Growth Edition.
Navigate to Marketing > Content > Select Content Workspace for Marketing Cloud.
Select Add > Content.
Select Brand.
Select Create.
Add a title and description for your brand.
Set up your brand colors
Select Set Your Brand Colors under the Colors subheading. The Preview panel on the right will update as you make changes to your Brand Guidelines.
Typography Settings
Under the Typography heading, set your Base Font Family and Font Sizes and Text Styles.
Text Styles
Set up your text styling for headings, paragraphs, buttons, inputs, and labels.
Style your CTA buttons
Next, create variations of buttons under the Buttons subheading. You can specify the color, border, and text styles for three variations.
Set Margins and Padding
Next, determine the space around content and components in the Margin and Padding section.
Configure Borders
Finally, set the border weight and radius. The example will use the Border color you set in the Brand Colors section.
Finalize your brand guideline settings
Use the Preview panel to view your Brand Guidelines in both Desktop and Mobile. You can alter the mobile-specific brand styles, but note this will only apply to Landing Pages and not emails. Once you are satisfied with your Brand Guidelines:
Select Save.
You can send an approval workflow for this new brand, or select Publish if it’s ready to use.
See the full Salesforce help guide for the Marketing Cloud Growth Edition Brand Center here.
Applying brand guidelines to marketing assets
When editing an email or landing page, use Select Brand in the Details section to select the desired guidelines and automatically update your marketing asset.
Reminder: Changing the Brand Guidelines will automatically update any marketing assets that use the guidelines.
See the full Salesforce help guide for the Marketing Cloud Growth Edition Brand Center here.
Start building on-brand marketing assets with ease
Building branded marketing assets in Marketing Cloud Growth Edition is so easy thanks to the brand center. You can rest easy knowing that anyone on your team can build emails and landing pages through natural language prompts inside the platform and the outcome is always going to accurately and consistently reflect your brand standards.
As always, you can reach out to the team at Sercante to learn more about marketing automation on the Salesforce platform or find more information about Marketing Cloud Growth Edition and how the brand center works. Send us a message to start a conversation.
Sercante and Qualified both went big at Dreamforce 2023. And then they made it even more interesting by teaming up. Qualified joined Sercante at the Home for Marketers at Dreamforce, and Sercante joined Qualified for the Pipeline Summit at Dreamforce.
The result was a whole lot of sales + marketer happy vibes along with a live recording of Sercante Founder & CEO Andrea Tarell on the Qualified Pipeline Visionaries podcast.
Here’s a quick preview of the podcast recording along with all the info you need to listen for yourself. Or you can click here to watch the full podcast or listen using your favorite streaming service.
Tasty morsels Andrea Tarrell shared with Qualified at Dreamforce 2023
Andrea Tarrell met with Ian Faison at the San Francisco Museum of Modern Art at the Qualified B2B Marketer’s Lounge on September 13, 2023. Here are the big things the pair talked about during the podcast session.
Key trend in automation: Conquering personalization and finding the right use cases for AI
When asked the question “What do you feel is next for marketing automation? What are the trends you see coming?” Andrea said:
“I still think personalization is a frontier that we haven’t quite conquered yet. You see some of the use cases on stage at Dreamforce about some of the ways big brands are using personalization, and I look at much of the market who’s still struggling to even do first name, company name, much less more sophisticated use cases than that.
But I think things like serving up the next best piece of content, the next big action for somebody to take, related products, I think there’s a lot of potential there that continues to be untapped. And I think this is also kinda going back to the AI piece that we were talking about. This is gonna be a big separation of humans in the robots.
I’ve been on the receiving end of a few emails lately that were very clearly written by AI. Yep. And it’s like they just scraped random facts off the internet to stuff a new email. It’s like, okay, that’s not personalization. Like, I know what press release you grabbed that from, and like that third fact is completely unrelated to my business.
So, that’s where I think the human element will still be preserved. Maybe we can get AI to make the first draft for us, but we still need people to make the magic happen.”
Maybe we can get AI to make the first draft for us, but we still need people to make the magic happen.
What are the main reasons people reach out to Sercante for guidance?
Ian asked the question “What is the burning desire customers come to Sercante with?”
Andrea listed these three things that are usually top of mind for customers when they contact us. Here they are:
Marketing ROI “Being able to report on what they’re doing that’s actually contributing to revenue.”
Helping sales teams prioritize “Marketing’s working really hard to generate leads, but how does sales know who’s qualified, and who should they call first?”
What’s next? AI, automation, industry trends, using generative AI for things like lead routing, segmentation, and content. “What is the non-value part that we can start having the machine do for us so that humans have the role of finessing, spending time on the highest potential items, and really doing what they’d be best at?”
How a marketing-focused Salesforce consulting firm approaches its own marketing strategy
When Ian asked the question “How do you think about your marketing strategy and how you acquire customers?” Andrea listed three marketing strategy areas. They are:
Email marketing
Event marketing
Content marketing
She said, “We’ve created a huge culture around information sharing. One of our core values is generosity. It’s the idea that, if you’re getting something or achieving something, how do you share that with other people and bring other people along for the journey?”
How do you think about speed as a currency?
Andrea said, “Speed is huge. We know that as individual customers are bopping around online, looking for something, attention spans are so short. Like, what if you don’t find what you’re looking for? You don’t get the answer you need? You’re on to the next thing.
So, trying to help people find what they’re looking for is challenge number one. And then challenge number two is if they don’t get the answer, making sure that they get pushed to a human as quickly as possible.”
What is the Qualified Pipeline Summit Podcast?
Every quarter, Qualified brings together the best and brightest in B2B sales, marketing, and operations to share the tactics and strategies helping them drive growth in their business.
We’re in love with these social graphics the Qualified team posted to promote the Pipeline Summit at Dreamforce. Sharing here cuz they’re friggin amazing.
Watch the Pipeline Visionaries Podcast – The AI Conversation: What Marketers Should Be Thinking About
Lucky for you, these were just a few highlights from the podcast episode. You can watch the full video here and get all the juicy details Andrea and Ian shared during their conversation.
And remember to reach out to Sercante when you’re ready to take your sales and marketing efforts further.
Going to Dreamforce can completely change the course of someone’s career. Whether it’s while soaking in the session content and learning how to take on bigger responsibilities at work. Or through the parties where they meet new people and then stay in touch on Slack and LinkedIn. Or by leading sessions and getting a confidence boost that makes them reach for bigger goals.
That was the whole idea behind the 2023 Dreamforce ticket giveaway contest. We wanted to give that opportunity to one lucky person. And that’s exactly what we did.
After receiving an overwhelming response from the Salesforce community that included entries from people living in 19 countries, we were pleased to announce the winner of the contest.
Our 2023 Dreamforce ticket giveaway contest winner was Amanda Martini, digital marketing manager at ISSA.
Amanda got the full works for Dreamforce. She traveled from her home state of New York to San Francisco for the conference. Sercante covered the cost of her airfare as well as her hotel stay and coveted Dreamforce conference pass. She was also the official queen of The Home for Marketers at Dreamforce, which is where the Sercante team hosted events all week.
Trip Reflection from Dreamforce Ticket Giveaway Winner, Amanda Martini
We asked Amanda to tell us about her trip in her own words. Here’s what she had to say about the whole thing.
Dreamforce Ticket Giveaway Winner Amanda Martini with Sercante Founder & CEO Andrea Tarrell
“Winning the Dreamforce ticket giveaway was an absolute honor. Working for a smaller organization, it can be difficult to budget for larger conferences, as pricing can often be an issue. Winning the ticket, and therefore being able to experience Dreamforce in person, has given me so much.
Our organization is what I would call ‘Salesforce lite’ for the moment, but being surrounded by so many people who live and breathe the ecosystem really rejuvenated me; not only for my role but for where our organization can go when we are fully on the system.”
Amanda’s Dreamforce Takeaways
“One of my big takeaways, that I am sharing with everyone in our organization, is simply to jump right into the ecosystem and immerse yourself.
There are so many resources and so many like minded people who are more than willing to share their knowledge, to troubleshoot, to just chat about anything Salesforce related. Becoming a part of that community, while not a requirement for using a piece of technology, does seem like it benefits the user and the company a great deal.
I think seeing that firsthand was one of the more surprising things that I experienced. When you’re on the periphery, you SEE the interaction and you know the big names, but being surrounded by it was really something else. It makes you want to get more involved.”
Finding your people is a great feeling
“For a while now, I’ve felt like I am on an island as I am the person most involved in the Salesforce ecosystem due to my daily use of Pardot, with the rest of the organization still to get onto our Salesforce instance.
Attending Dreamforce allowed me to see that you’re only as alone as you allow yourself to be. The community is vast, and really quite welcoming. Even just one week removed from the event, I have RSVP’d for two Trailblazer community group sessions to keep my learning and understanding going. They’re virtual, but that doesn’t matter! It’s just as valuable to listen to other folks ask their questions (until you’re ready to ask your own!).”
Attending Dreamforce allowed me to see that you’re only as alone as you allow yourself to be.
All questions are good questions
“I also got a really good piece of advice: I tend to be a self-deprecating person, always prefacing a question by acknowledging it might be stupid. But I was told to stop that!
As the admin/leader for my system in my organization, I have to be confident with what I present. If I don’t seem to trust myself, my stakeholders are not necessarily going to trust or listen to what I am suggesting. And in the end, I’m the one that really knows what’s best for my system. I need to own my place in this space and project confidence (even if there’s still that little voice inside that says you’re gonna sound stupid). Fake it ‘til you make it really does work most of the time.”
Go see Salesforce releases in action
“Honestly, all of the sessions I managed to attend were so informative. And while I pay attention to release notes and the releases, I felt like having that information right at my fingertips, so to speak, really hit home the ways Salesforce is heading into the future and the ways in which my organization can utilize that future.
Seeing demos of the new releases at work was so helpful and it got me immediately thinking about ways that our marketing managers (MMs) will be able to have their hands in the systems more, and how to help us work smarter.
As a department that “reports to” many stakeholders as well as our members, it’s important that our MMs have the tools to help them work more efficiently. Being able to check in with technologies that we don’t use but I’ve wondered about was an incredible opportunity as well. From the conversations I had at Dreamforce, I now have a better understanding of how to help our organization increase efficiency.
I learned I have a lot of work to do going into 2024 to get our Pardot instance cleaned up and ready for the new year and when we’re truly connected with our Salesforce org in production. But I am looking forward to that challenge because I’ve felt there was work to do, Dreamforce just reinforced what needs to be done. It’s all for the good of the organization.
Dreamforce also has had me looking at our marketing and tech stack and asking the hard questions: Are we using the correct technology? Are we using it correctly or to the best of its ability? Stay tuned!”
Final thoughts about the Dreamforce ticket giveaway
“As for the coolest thing that happened to me… there were so many, but I have to say that learning last minute about the first-ever Dreamforce Comedy Hour was a dream come true.
Seth Meyers is MY FAVORITE and to have the opportunity to see him perform in person… pretty much took the cake. Of course, the entire event was at the top of the list of the coolest things that has EVER happened to me, but Seth takes a close second place.”
Thank you so much to everyone who entered the Sercante 2023 Dreamforce Ticket Giveaway Contest and to Amanda for sharing her thoughts about the experience. Stay tuned next year to see what we have in store for Dreamforce 2024.
I’ve been to Dreamforce twice. Once as an attendee. Another time as a Campfire speaker. And both times as a marketer.
Going to Dreamforce as a marketer is probably a different experience than, say, attending as an IT professional. I got so excited at Dreamforce whenever I saw a session geared toward marketers. Or when I randomly met other marketing people.
That’s actually how I found out about Sercante. I was watching my colleague present a session and saw that the next person presenting had a marketing-focused session. So, I stuck around to watch the presentation. The next presenter happened to be Sercante Founder & CEO Andrea Tarrell, and the rest is history.
Sercante team at Dreamforce 2023
The Sercante Home for Marketers at Dreamforce
Being a marketer herself, Andrea knows what it’s like to be a marketer at Salesforce conferences. So, she created the Sercante Home for Marketers with that idea in mind. The goal was to build a space where marketers could go and find their people at Dreamforce while supplementing all the things they’re learning at Dreamforce with even more marketing insights and strategies. And it has been super successful.
Now in its second year, The Home for Marketers welcomed more than 2,700 people across 16 events in 2023. Visitors represented a range of marketing hats, which included marketing managers, CMOs, marketing operations professionals, content marketers, and marketing consultants, among others.
Dreamforce Party: An Intergalactic Night | see photos
Visit from our Dreamforce ticket giveaway winner | read about it
Dreamforce 2023 Session Highlights
It’s awesome that all the marketers at Dreamforce had a place to hang out in between sessions and find their people. After all of the marketers filled up on grub and made new friends, they went down to Moscone to catch a few sessions.
Here are a few that our friends were there to see:
The Future of Trusted AI with Marc Benioff and Sam Altman
Salesforce CEO Marc Benioff had a candid conversation with OpenAI CEO Sam Altman about the future of business and how AI is affecting it.
The biggest takeaway from the conversation was the idea that in the coming years, every new product will incorporate AI in some way. It may even become unthinkable to use technology that doesn’t use AI to complete tasks. The pair also talked about the process OpenAI went through to develop ChatGPT and the direction the company is taking to make sure it continues to be a revolutionary product moving forward.
The Marketing Keynote at Dreamforce ’23, titled “Marketing in Generation AI,” unveiled innovations from the Marketing Cloud engineering teams. Salesforce Marketing Cloud GM Steve Hammond emphasized efficiency and the role of AI in scaling personalization. The session introduced prompt engineering and grounding, emphasizing that AI’s effectiveness depends on data quality.
This was a big one for all the marketers who attended Dreamforce 2023. That’s because it highlighted all the major enhancements coming to Marketing Cloud this winter.
Sercante Salesforce Product Director Heather Rinke had the honor of co-presenting the Marketing Cloud Release Highlights session with two members of the Salesforce product team: Ruth Bolster, product marketing manager, and Whitni Freeman, lead solution engineer.
Empowering Nonprofits in Times of Change with Data + AI + CRM + Trust
This session introduced Einstein, Salesforce’s proprietary AI, for Nonprofit Cloud, promising nonprofits the ability to leverage predictive and generative AI to enhance donor engagement and data management. It focused on how these tools can simplify the creation of annual reports, segment and standardize donor data, and craft compelling donation appeals.
Overall, the combination of Einstein for Nonprofit Cloud and Data Cloud is seen as a potential game-changer, offering nonprofits automation and insights to better communicate with donors and fulfill their core missions.
Biggest Dreamforce 2023 Takeaway: AI is the Future of Business
As we saw in the sessions highlighted in this blog post, AI truly is infiltrating all aspects of business. And Salesforce is investing deeply in the tools.
Have any other big takeaways from the conference? Tell us about them in the comments. And make sure to sign up for MarDreamin’ 2023, a marketing-focused Salesforce community conference held virtually in November, to keep the AI conversation going.
Salesforce is upping their game in the race to incorporate the latest generative AI tools into their products. Announced during Salesforce Connections on June 7, Marketing GPT and Commerce GPT are coming to Salesforce customers using Marketing Cloud and Commerce Cloud.
The features are gonna make it easier for marketers to reach the right audiences and generate emails, and commerce teams will create better shopping experiences and customer journeys. But, the best part is that both Marketing GPT and Commerce GPT can be connected to Data Cloud — meaning the tools can do their thing using data from any source.
History of Salesforce in the GPT game
Both Marketing GPT and Commerce GPT are dependent on Einstein GPT, which is the generative AI version of Einstein.
For a little back story, Salesforce Einstein is the machine learning model the company rolled out in 2016 to analyze large sets of CRM data. So, Salesforce has been on the AI train for a while already.
You can get it in Marketing Cloud Engagement and Account Engagement, Sales Cloud, Commerce Cloud, Experience Cloud, and Service Cloud, along with other platform tools.
So, how are Marketing GPT and Commerce GPT related to Einstein GPT?
Both Marketing GPT and Commerce GPT are powered by Einstein GPT — the AI-powered set of solutions that marries Salesforce AI with OpenAI’s technology. They are both iterations of Einstein GPT that are tailored for the respective clouds. Stay tuned because we’re seeing GPT features getting infused across all Salesforce clouds in addition to these two.
What capabilities do Marketing GPT and Commerce GPT have?
Both of the sets of features combine generative AI capabilities, which use data from OpenAI, with Salesforce Data Cloud. That means you can use customer profiles in Data Cloud that include data from any source in real time. And while you don’t have to use Data Cloud to take advantage of the Salesforce GPT features, you’ll definitely be able to do more if you have it.
So, what exactly can you do with Marketing GPT and Commerce GPT?
Marketing GPT Capabilities
We’re really gonna be cooking now by giving the people super valuable experiences through email and content marketing. We already have Einstein features in our marketing back pocket, but now we’re throwing GPT into the overall mix. That means we can use conversational language prompts to get Marketing Cloud to do things for us.
I mean, it’s not going to organize all those random newsletter graphics you’ve been uploading to Account Engagement without using a naming convention (yet???). But it will do things like analyze the data you have and use that information to predict the best ways to improve your emails.
Segment Creation | generally available Oct. 2023 This is a whole new fancy way to build your audience segmentation strategy. You can tell Marketing Cloud to create audience segments for you using natural language prompts, and it will help you to improve your targeting using AI recommendations and audience data that’s in Data Cloud.
Email Content Creation | generally available Feb. 2024 Ok, so I’m gonna have to see this one in action, but Salesforce said this feature can “reduce writing workload” by creating auto-generated emails. It can potentially be a big one for marketing teams that have the content but stumble with their email marketing.
Segment Intelligence for Data Cloud | generally available Oct. 2023 This adds a fancier twist for tracking ROI. Segment intelligence combines first-party audience data, revenue data, and paid media data to show you exactly how your campaigns are doing in relation to your audience segments.
Rapid Identity Resolution, Segmentation, and Engagement | generally available Aug. – Oct. 2023 Salesforce is going heavy on the ‘transform at the speed of your customer’ theme. The mouthful that is this feature basically keeps Data Cloud segments updated in real time so messaging is always relevant and timely.
Typeface content platform | GA date not given yet Using a third-party content generator called Typeface, marketers can create branded visual assets (like email graphics or social cards) inside Salesforce. Stay tuned for this one cuz it could be huge.
These are the features that Salesforce outlined during the announcement, but we’re sure the list will grow with each Salesforce release.
Commerce GPT Capabilities
We’re also getting a bunch of generative AI features for B2C companies that use Salesforce tools for commerce. These are especially cool because ecommerce customers can be a fickle bunch. Getting them exactly what they want when they want it makes all the difference.
Goals-Based Commerce | generally available Feb. 2024 This is one of those a-ha tools for businesses with big growth goals. It unites Data Cloud, Einstein, and Flow to lay out everything commerce companies need to do to reach their goals. Users give it a goal, like increase average order value (AOV) by XX%, and it gives recommendations on how to get there.
Dynamic Product Descriptions | generally available July 2023 Okay, so we’ve seen how serving up product recommendations based on customer preferences has shaken things up for commerce companies. But now we’re gonna be taking it even further by introducing dynamic copy capabilities for product descriptions. It could be a serious game changer.
Commerce Concierge | generally available Feb. 2024 Not all of the Commerce GPT features are specifically for Salesforce users. Online shoppers can use Commerce Concierge to find what they need using language prompts across channels from online stores to SMS messaging.
Comments on generative AI + Salesforce from the peanut gallery
My two cents: My mind immediately goes to the content creation features of Marketing GPT. There is SO MUCH copywriting that goes into marketing. And we’ve seen a whole bunch of copywriting GPT tools pop up in the last year, like the free Stensul email toolkit or paid ones like GrammarlyGo. Some people are naysaying the tools in fear that they will replace copywriting jobs, but I don’t think that’s the case at all.
In my experience, leaner marketing teams rarely have dedicated copywriters. Those responsibilities are usually lumped into other marcom roles. I see the tools giving marketers the ability to edit copy instead of writing from scratch. Then, they can have bandwidth to dig deeper with their messaging and present higher quality work that hits their audience in the feels. And being able to do that inside Salesforce just sweetens the whole deal.
I opened the floor to my teammates about what they think about Marketing GPT and Commerce GPT, and here’s what they had to say.
Cate Godley
“I’m excited to see how Marketing GPT can help marketers to craft better subject lines and calls to action to increase engagement with content. There are so many ways to use generative AI to inspire creativity in our marketing efforts, and I can’t wait to see how people are using these tools in new and exciting ways.”
Courtney Cerniglia
“As marketers, we’re constantly asked what content is resonating most with customers, what action will increase likelihood to purchase, and how we identify our highest value leads. Marketing GPT is going to help prove our assumptions and give us the data in real-time, across platforms, so we can quickly pivot and personalize experiences for customers.”
Mike Creuzer
“There have been a few inflection points where human knowledge growth hockey sticked. Gutenberg press took centuries, computers took decades, the internet took years, and this generative AI appears to be taking… months?
According to the 2023 Connections Keynote, there were 1 million users in two months for ChatGPT (if I remember correctly).
We are at the start of the next great change in pace of human knowledge and communication.
2023 is the year where AI is no longer hidden away behind RFID badged doors and is widely available to EVERYBODY in a usable, general way.
In business, AI has been baked into the tools that we use for many years now. But it’s been a one trick pony. It’s now anything WE want it to be, not just what our vendors built.”
Continue the conversation
What are your thoughts on Salesforce and generative AI? Any hot takes? Tell us about it in the comments, or reach out to team Sercante to see how the tools fit into your overall marketing and operations strategy.
In a move that extends beyond the chatbots used to formulate interview questions or write email subject lines, Salesforce is expanding automation capabilities by integrating Einstein GPT and Data Cloud with Salesforce Flow.
Bringing Einstein GPT and Data Cloud capabilities into Salesforce Flow means marketers can use the automations to create impressive real-time experiences for customers. And they’ll accomplish that using clicks rather than coding skills.
It’s something that will make the tools easily scalable for Salesforce customers at every growth stage.
How and when can Salesforce customers access it?
The announcement actually involves two initiatives Salesforce is launching. The first is a tighter integration between Salesforce Data Cloud and Flow. And the second is the integration of Einstein GPT and Flow.
According to John Kucera, senior vice president of product management at Salesforce, customers can use Flow currently with Salesforce database data. The integration updates between Data Cloud and Salesforce Flow are opening up the possibilities, and incorporating Einstein GPT is adding an efficiency edge to the technology.
Kucera said the Einstein GPT capabilities will be available on an early adopter basis in early fall as part of the Salesforce Winter ‘24 release. He went on to say that the Data Cloud integration will probably be offered as part of a standard Salesforce subscription, and Einstein GPT for Flow may carry an additional charge once those details are worked out.
Einstein GPT and Data Cloud Capabilities
Salesforce introduced Einstein GPT in March 2023 as the world’s first generative AI CRM technology, which infuses proprietary Salesforce AI models with generative AI models from OpenAI and other large AI models. And Data Cloud takes customer data from any source inside or outside the Salesforce platform and harmonizes it in real time.
So what in the world does that mean for marketers?
That means marketers can use information from Data Cloud to generate content and build workflows via Einstein GPT. Since Data Cloud reacts to data changes in real time, marketers can serve content that adapts dynamically and creates personalized experiences every time.
For example, a marketer could use Einstein GPT to generate an email with dynamic content blocks that update in real time when a Data Cloud field updates based on customer activity.
John Kucera said to SiliconANGLE, “You can give it a prompt such as ‘I want to create a guided workflow for a new customer or create a rule to follow up with an email to customers who haven’t responded in five days.”
Infusing Einstein GPT and Data Cloud with Salesforce Flow
The new integrations are going to turn things up a notch for marketers. Here’s what happens when we incorporate Salesforce Flow into the Einstein GPT and Data Cloud mix.
What is Salesforce Flow?
Salesforce Flow is a declarative automation tool. It allows you to create complex automations inside the platform using clicks rather than code, so users can get in there without the need for developer skills.
Marketers use Salesforce Flow for things like managing campaign activations, automating customer onboarding steps, or creating a custom task series for sales teams.
How can marketers use Salesforce Flow with Einstein GPT and Data Cloud?
Using the Einstein GPT and Data Cloud integration alongside Salesforce Flow is changing the game for marketers who use the platform. That’s because marketers will be able to use conversational chatbots to automate complex workflows and trigger actions in real time.
Users and admins can describe the type of flow they want to build, and then they’ll sit back and watch the chatbot complete the tasks. Or, it can be used to build formulas or search for functions. It removes much of the manual and tedious work that goes into creating complex flows and automations.
For example, a field in Marketing Cloud Engagement detects that a customer added items to their shopping cart, but they left the page without completing the purchase. That triggers an immediate email notification, created via generative AI, that goes to the customer and offers a discount code for them to complete the purchase.
In summary, the three benefits to marketers include:
Reduced flow build time
Access to more options to automate with flow
Improved real-time personalization for customer interactions
Get ready for generative AI inside your Salesforce org
We’re on the edge of our seats with anticipation for combining Einstein GPT with Salesforce Flow and Data Cloud capabilities.
These technologies make us feel like we have a front row to the future of CRM and marketing automation. So, in the meantime, we’ll be thinking about all the ways we can use conversational AI to do all the things us busy marketers do.
Have any aha use cases you’d like to share? How do you think Einstein GPT, Data Cloud, and Flow are going to work together in your org? Let us know in the comments!
You can also drop us a line if you’re wondering how you can incorporate these tools into your marketing operations strategy.
