Create and Customize a Marketing Campaign with Agentforce
Learning Objectives
After completing this unit, you’ll be able to:
- Create a campaign using Agentforce.
- Customize a campaign agent.
Create a Campaign
Now that you’ve got Agentforce and Einstein set up, let’s walk through an example that uses AI features in Marketing Cloud Next to create a campaign.
Northern Trail Outfitters (NTO) is launching a new line of lightweight fleece jackets for the upcoming fall season. Isabelle Givens, the marketing manager at NTO, is responsible for creating a special marketing campaign to promote these jackets to potential customers. She needs to get a draft campaign for her leadership team to review as soon as possible, so she uses Agentforce.
Isabelle opens Salesforce and clicks the Agentforce icon: 
to launch the chat panel.
In the Agentforce window, using conversational language, she types in the prompt window, “Create a campaign that offers a 20% discount coupon that’s valid for the month of October to promote the new line of lightweight fleece jackets targeting existing loyal customers who’ve purchased a clothing item in the last 12 months.” Using these details Agentforce creates a draft of her campaign brief.
Why does Agentforce start with a brief?
- A good campaign always starts with a plan–Agentforce can create the brief for you, or you can add your own brief.
- Agentforce Campaign Creation uses the information from a brief to formulate a campaign and its associated audience and content.
- The more precise the information in your brief, the more accurately Agentforce can draft your campaign.
The brief provides Isabelle with a clear overview of the campaign that includes the brief name and description, a description of the target audience segment, and the key message. Isabelle is happy with the details, so she clicks the Confirm button in the agent window. Agentforce saves her brief, and asks Isabelle if she’d like the agent to create a draft campaign based on that brief. The subject line, preheader, and paragraph copy look like a good start, so Isabelle clicks the Confirm button, and Agentforce saves the campaign draft. Isabelle once again clicks Confirm in the agent window, and the agent drafts the campaign. Based on Isabelle’s campaign goals she used to create the brief, Agentforce creates a single email campaign.
The out-of-the-box Campaign Creation agent is augmented with prompt template-based custom actions specific to NTO, including access to all previous campaign target segments and the full product catalog so the campaign draft details are grounded and relevant.
Isabelle then opens Content Builder, and sees the draft message Agentforce created for her campaign. To further refine the message, she asks Agentforce to “Add a paragraph that gives all the details about our new fall fleece jackets and offers customers a 20% off coupon that’s good for 30 days.” Agentforce uses a custom action to query the product catalog details. Agentforce then adds an on-brand paragraph to the email message with the coupon offer. Isabelle’s campaign draft is ready for leadership review!
Isabelle can also use Agentforce to create a segment that targets the right audience based on the campaign goals and audience characteristics. For example, in this NTO campaign Isabelle might have segments for hikers, campers, or environmentally aware consumers.
Finally, Isabelle uses Agentforce to refine the subject line, preheader, body copy, landing page, layouts, and text. She can now confidently launch the campaign. She saved time, got a boost of creativity, and maximized audience engagement using Agentforce and Einstein in the campaign creation process.
Summarize Your Campaign Performance
After the campaign has run, Isabelle asks Agentforce to summarize the performance of the fall fleece jacket campaign. She reviews the metrics the agent returns such as open rates, click-through rates, and bounces to gain a deeper understanding of how the campaign performed. And since Isabelle also used Einstein AI features for her campaign, she’s confident the summary results are optimized.
Customize Your Campaign
If the standard agent doesn’t meet your needs, you can customize it. One way to tailor your agent to your business is to create template-based prompts containing custom actions. Here’s how to do it.
- Make sure the information you need is added to the Agenforce Data Library. For example, maybe you need your agent to reference and respond about a product in your product catalog for an awareness campaign. You add the product catalog to the data library so it’s accessible.
- Go to Prompt Builder. Here, you add the data library you created, and a prompt that you can test as you create it. Once you’re satisfied that the prompt is going to work how you want it to, activate it.
- Head back to Agentforce Builder and create a new action based on the prompt template you created. Details include instructions for the agent so it knows how to use the action, and inputs and outputs to ensure accuracy.
- Then, add the custom action to the topic and give it instructions. For example, add the action to the out-of-the-box Content Creation topic for the Campaign Creation agent. Your instructions could be to prioritize this action when asked about a product.
To customize your campaign agent, start by asking yourself a few questions to identify the specific requirements of your campaign.
- What are the specific tasks that I want the agent to perform?
- What are the conditions that need to be met for the agent to trigger a specific action?
- What data do I need to capture and track?
- Is there an agent action that already exists for Sales Cloud, Service Cloud or Commerce Cloud that I can use?
- Is there an action I can get from the AgentExchange that meets my needs?
Brief |
Contains key grounding parameters for drafting a campaign and is used to create the campaign draft |
|---|---|
Target Audience |
Population segment that aligns with a campaign |
Key Message |
Overall description of the campaign that’s used to ground the AI-created campaign details |
Campaign |
A planned message or series of messages to promote a product or service to a specific audience |
Now that you understand the AI features in Marketing Cloud Next, get ready to create your own amazing campaigns using Einstein and Agentforce.