Solve Business Problems with Marketing Cloud Next
Learning Objectives
After completing this unit, you’ll be able to:
- Explain how Marketing Cloud Next helps marketers better understand customer and marketing performance.
- Describe how Marketing Cloud Next helps marketers manage cross-channel experiences.
- Explain how Marketing Cloud Next helps marketers increase business efficiency and scale.
Solve Common Business Problems with Marketing Cloud Next
Agentic marketing is already transforming the way marketers work. Let’s explore how.
Understand Customer and Market Performance
Historically, customer data might have been available, but it wasn’t always actionable. Marketers have had to rely on SQL queries, complex data extensions, or IT support to pull in insights and segment audiences. This slows down campaign speed and limits agility. And without a complete, real-time view of the customer, personalization efforts fall short.
With Marketing Cloud Next, marketers have one actionable dataset so they can easily understand customer and market performance. With unified profiles and metadata shared across the business, they can activate structured and unstructured data to create highly targeted audience segments, build calculated insights, measure attribution, optimize campaign performance in-flight, and power AI recommendations, decisioning, and AI agent actions—all without IT dependencies.
Manage Cross-Channel Experiences
Traditional marketing orchestration requires a lot of manual effort. Marketers spend time mapping events, scheduling data updates, and building custom activities just to get campaigns out the door. There are no AI agents with built-in governance and guardrails working behind the scenes to automate and optimize these tasks. So every step requires hands-on execution, which slows teams down and limits scale. And while marketers aspire to connect experiences across departments, it is too hard due to different tech stacks and data silos.
With Marketing Cloud Next, marketers have access to cross-departmental workflows powered by actionable data and AI agents. This makes managing cross-channel experiences at scale not just possible, but seamless.
Marketers can engage customer experiences across the entire lifecycle and manage those workflows from one place with out-of-the-box events for triggers, personalization, AI-powered decision splits, daisy-chaining of customer journeys, and more.
Increase Business Efficiency and Scale
Marketers have always relied on disconnected tools. To run campaigns, marketers piece together and manually set up multiple platforms for segmentation, content, orchestration, and analytics—none of which are deeply integrated with sales, service, or commerce systems. This results in inefficiencies that delay execution, and fragmented data that results in disconnected customer experiences with no ability to prove ROI.
With Marketing Cloud Next, marketers can increase business efficiency and scale thanks to actionable data and autonomous AI agents embedded across the platform. These AI agents help marketers:
- Drive awareness by acting as an always-on collaborator across every step of the campaign process: from the creation of briefs to segments, content, promos, and journeys.
- Help sales close more deals by capturing, nurturing, scoring, and routing leads and accounts to an SDR agent or human rep.
- Grow customer lifetime value by transforming traditional channels into two-way conversations, with AI agents available 24x7 to answer questions, offer personalized recommendations, help with scheduling or purchases, and dynamically curate web experiences.
- Improve ROI by autonomously analyzing and optimizing in-flight campaign performance, taking actions like pausing low-performing ads (with the marketer’s approval) and ensuring customers are on the optimal journey based on their real-time engagement.
Great job! Now you understand the key business challenges that Marketing Cloud Next can solve. Next, let’s get specific about the use cases that Marketing Cloud Next can be used for.