"ExactTarget, the tool that would go on to become Salesforce Marketing Cloud after it was acquired by Salesforce in 2013, was launched 25 years ago this year. Marketing Cloud CMO Bobby Jania likes to point out that Wild Bird Unlimited, the first ExactTarget customer, remains a Salesforce Marketing Cloud customer to this day. But that's about the only thing unchanged about marketing - or Salesforce Marketing Cloud - in the past 25 years."
"Salesforce Marketing Cloud grew over the years from single channel to omnichannel, incorporated social media and advertising and weathered the disruption of privacy regulations like GDPR. And now, it's evolving for the age of AI. "We think we are now positioned to help our customers through this next chapter, this next change," Jania told MarTech in a conversation prior to Dreamforce. Agentforce Marketing will focus heavily on providing an AI-powered customer experience. Jania said this is necessary to compete today because consumers are constantly comparing experiences. "A lot of this is coming from the end customers, the consumer. Their expectations are constantly changing," Jania said. "You're always competing against the best last experience.""
ExactTarget launched 25 years ago and later became Salesforce Marketing Cloud after a 2013 acquisition. Wild Bird Unlimited, the first ExactTarget customer, remains a Marketing Cloud user. Marketing Cloud expanded from email into omnichannel, adding social media, advertising, and adapting to privacy regulation changes like GDPR. The platform is now evolving for the AI era and has been rebranded as Agentforce Marketing. Agentforce Marketing centers on agentic AI built on unified data (Data 360) to personalize and adapt customer experiences across channels, including adaptive web experiences, to meet rising consumer expectations and competitive benchmarks.
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