Salesforce unveiled a new set of agentic marketing tools today at its Connections event in Chicago. They are designed to automate more of the marketing workflow, from finding prospects and creating content to launching campaigns and optimizing performance.
The announcements reflect a broader shift in marketing software. Rather than using AI to assist with individual tasks, vendors increasingly position agents as systems that can execute entire workflows with limited human involvement.
On the sales side, Salesforce highlighted two newly available agents from Qualified.
- Piper, Qualified’s SDR agent, identifies and qualifies inbound website visitors around the clock, then routes qualified prospects to sales teams automatically.
- Hunter, Qualified’s prospecting agent, focuses on outbound pipeline generation. The agent identifies potential contacts, initiates outreach, and runs email nurture sequences so sales teams begin the day with new opportunities already in motion.
Salesforce also introduced new tools aimed at content creation and personalization.
- Agentforce Content Agent, now in pilot, allows marketers to describe a campaign in plain language. The agent then generates content for email, SMS, RCS, and mobile channels while following brand guidelines and preparing assets for deployment.
- Real-Time Offer Management, which Salesforce said will be available soon, uses behavioral and engagement signals to determine which offers individual customers should see and when.
The company also previewed tools designed to move campaign planning closer to autonomous execution.
- Marketing Expert Agent, currently in pilot, allows marketers to define goals, budgets, and operating guardrails. Agents then help build campaigns, launch them, and optimize performance against business objectives.
Salesforce is also bringing campaign management into Slack. A forthcoming integration will allow marketers to manage audience segments, campaigns, customer journeys, and performance insights through conversational interactions in Slack, without switching between applications.
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Constantine von Hoffman is senior editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.
