Salesforce Marketing Cloud
Connect data, journeys, personalization, and AI across marketing
How Salesforce Marketing Cloud works
Salesforce Marketing Cloud brings together marketing automation, customer engagement, data, personalization, analytics, and AI across the Salesforce ecosystem.
The portfolio includes Marketing Cloud Next, Salesforce’s next-generation marketing platform built natively on Salesforce, as well as established products such as Marketing Cloud Engagement and Marketing Cloud Account Engagement.
Marketing Cloud Next connects Data 360, Salesforce Flow, and Agentforce to help marketers plan campaigns, build audiences, orchestrate customer journeys, personalize experiences, and optimize performance using shared customer data.
XCentium helps organizations implement, integrate, and optimize Salesforce marketing solutions based on their existing technology, customer journeys, data, and business goals.
Salesforce Marketing Cloud capabilities
Campaign planning and execution
Plan, create, execute, and optimize marketing campaigns across email, mobile, web, messaging, and other customer touchpoints.
Customer journey orchestration
Design and automate customer journeys using Marketing Cloud Engagement, Salesforce Flow, and Marketing Cloud Next based on customer behavior, data, and business events.
Audience segmentation and activation
Use Data 360 and Salesforce customer data to create audiences and activate them across marketing programs and customer experiences.
Personalization
Use customer attributes, behavior, transactions, preferences, and other signals to deliver more relevant content, messages, offers, and experiences.
Agentforce for marketing
Use Agentforce to help marketers create campaigns, develop content, build audiences, analyze performance, and automate parts of the marketing workflow.
Connected customer data
Connect marketing with Data 360, sales, service, commerce, and other systems so campaigns and journeys can use a broader view of the customer.
Marketing analytics and optimization
Measure campaign and customer engagement performance and use connected data and AI to continuously improve marketing programs.
How XCentium helps you connect data, journeys, and engagement
We design, implement, integrate, and optimize Salesforce Marketing Cloud around your customer journeys, data, technology environment, and business goals.
Our experience includes Marketing Cloud Engagement, marketing automation, customer data, personalization, campaign and journey orchestration, integrations, and connections with commerce, CRM, service, and digital experience platforms.
We help organizations determine how Marketing Cloud Next, Marketing Cloud Engagement, Data 360, Agentforce, and other Salesforce capabilities should work together based on their current environment and future goals.
This includes campaign and journey architecture, data integration, audience strategy, personalization, automation, platform integration, and ongoing optimization.
Business outcomes with Salesforce Marketing Cloud
Increase customer engagement and conversion
Deliver more relevant, personalized experiences
Connect marketing with customer data across Salesforce
Improve campaign efficiency and speed to market
Coordinate journeys across marketing, sales, service, and commerce
Use AI and automation to improve marketing operations
Salesforce fit & implementation assessment
Choosing the right platform and approach is critical.
We evaluate your current systems, business goals, and architecture to define the best path forward with Salesforce.
Frequently Asked Questions
Salesforce Marketing Cloud is Salesforce’s portfolio of marketing products and capabilities for campaign management, customer engagement, marketing automation, personalization, data, analytics, and AI.
The portfolio includes Marketing Cloud Next, Marketing Cloud Engagement, Marketing Cloud Account Engagement, and other marketing capabilities that can connect with Data 360, Agentforce, sales, service, and commerce.
Organizations should identify which Marketing Cloud products they currently use or are evaluating because the products have different architectures, capabilities, and use cases.
Marketing Cloud Next is Salesforce’s next-generation marketing platform built natively on the Salesforce platform.
It uses capabilities including Data 360, Salesforce Flow, and Agentforce to support campaign creation, audience segmentation, personalization, customer journeys, content, engagement, and marketing optimization.
Marketing Cloud Next is available alongside established Salesforce marketing products rather than simply being a new name for every existing Marketing Cloud product.
Marketing Cloud Engagement is Salesforce’s established platform for high-volume email, mobile messaging, journey orchestration, and marketing automation. It includes capabilities such as Journey Builder, Automation Studio, Content Builder, and data extensions.
Marketing Cloud Next is built natively on the Salesforce platform and uses Salesforce capabilities such as Data 360, Flow, and Agentforce for connected data, journey orchestration, personalization, and AI-assisted marketing.
The two platforms can work together. Organizations using Marketing Cloud Engagement do not necessarily need to replace their existing implementation in order to adopt Marketing Cloud Next capabilities.
Agentforce Marketing refers to Salesforce’s use of Agentforce and agentic AI across its marketing capabilities. It should not be treated as a simple replacement name for the entire Marketing Cloud portfolio.
Marketing Cloud remains the broader marketing brand, while Marketing Cloud Next incorporates Agentforce capabilities for tasks such as campaign creation, audience development, content, optimization, and customer engagement.
Data 360 can connect and harmonize customer data from Salesforce and external sources and make that information available to marketing applications and workflows.
Marketing Cloud Next can use that data for segmentation, personalization, journey orchestration, campaign execution, and analytics.
Agentforce can use the same business context to help marketers create and optimize campaigns, develop audiences and content, and automate parts of the marketing process.
Yes. Marketing Cloud Next can extend an existing Marketing Cloud Engagement environment rather than requiring organizations to immediately replace their established campaigns, journeys, content, and automation.
Marketing Cloud Engagement can continue to support existing marketing execution while Marketing Cloud Next adds capabilities such as connected Salesforce data, Flow-based orchestration, Agentforce, and deeper integration with the Salesforce platform.
Organizations should evaluate which capabilities belong in each platform based on their existing implementation, requirements, and roadmap.
Yes. Salesforce marketing products can operate alongside CMS and digital experience platforms such as Sitecore, Contentstack, Contentful, Optimizely, and others.
The architecture should define how customer identities, behavioral events, preferences, content, campaigns, audiences, and analytics move between platforms.
XCentium has experience integrating Salesforce Marketing Cloud with broader digital experience environments, including an integration between Salesforce Marketing Cloud and Sitecore for the American Heart Association.
Yes. XCentium has implemented and integrated Salesforce Marketing Cloud across commerce, CRM, customer data, and digital experience environments.
Our Salesforce marketing experience includes campaign and journey capabilities, customer data, subscription and preference management, CRM synchronization, SMS, integrations, and connected marketing architectures.
XCentium has delivered Salesforce Marketing Cloud work for organizations including Rawlings Sporting Goods Company, Salon Service Group, Elizabeth Arden, and the American Heart Association.
Look for a partner that understands the specific Salesforce marketing products involved as well as the data and systems surrounding them.
Relevant capabilities can include Marketing Cloud Next, Marketing Cloud Engagement, Data 360, Agentforce, Salesforce CRM, customer journeys, personalization, integrations, data architecture, consent and preferences, analytics, and digital experience platforms.
An experienced partner should be able to evaluate your current marketing environment, determine how Salesforce’s different marketing products should work together, and design an architecture around your customer journeys and business goals.