Campaign Creation in Minutes with New Tech Advances

Campaign creation has traditionally been a time-consuming manual process. First, you need to plan your marketing brief, then make the campaign object, and then build out the assets in your campaign, including emails, SMS messages and segments. This can take hours to do by hand.

Agents are now helping marketers build end-to-end campaigns in seconds, freeing them up to work more strategically and to more easily assemble campaigns. Marketers who use Marketing Cloud Growth and Advanced Editions have been building campaigns with Agentforce for a while.

However, until now, it has been hard for them to use AI to build on multi-message campaigns. Recent enhancements to Campaign Creation have made it easier than ever to create campaigns with a series of messages. 

Our latest enhancements help marketers:

• Create sophisticated multi-series campaigns from generated or existing Salesforce briefs
• Design integrated email and SMS flows for your marketing campaign
• Visualize and refine your customer journeys

While AI vastly reduces the time it takes to create a campaign, it still takes skill to build the perfect prompt and to finetune any outputs. Here are four tips for building a great campaign with AI:

Tip 1: Write a clear and detailed prompt

The prompt is the cornerstone of any asset that you’re building with AI. The right prompt can make the difference between getting your campaign up and running in minutes, or spending hours revising it.

A good prompt includes the following:

• Specificity
• Context
• Gives examples
• Specifies your audience

Here is an example of a good prompt when using Campaign Creation or Agentforce:

Create a campaign brief for our upcoming in-person tech event, Quadstar Live, taking place on October 25 in San Francisco. The target audience is customers with open opportunities located in the USA who have a propensity to buy score over 75. The goal of the campaign is to drive attendance to the event and convert attendees to closed-won opportunities. The key performance indicators will be the number of registrations, the number of attendees, and the number of closed-won opportunities within 30 days after the event. The campaign will include email and SMS communications.

Don’t let AI do all the work – you still need a human in the loop to refine it with different variations until you find the one that works best. 

Tip 2: Build a brief that outlines your strategy

Now that you have a prompt, you can use it to build the brief. A strong brief is important for building a complex campaign. It serves as your north star, listing out your target audience, your goals, and your measures for success. It’s critical to have your brief before you build out your campaign.  

Campaign Creation gives you the option to create a campaign based on an existing brief, or you can use generative AI to build your brief for you. A strong prompt is crucial because it direcrly impacts the brief that the AI generates. You have the flexibility to manually edit the brief or use AI to help you refine it.

Your brief should: 

• Clearly define your campaign objectives – for example, are you looking to boost brand awareness, increase sales, or promote a new product?
• Understand your target audience’s demographics, interests, and pain points
• Determine the key message you’re trying to convey – remember to make it concise and compelling

Tip 3: Use AI to optimize and revise

The new enhancements to Campaign Creation use your brief as the basis for your multi-message campaign, incorporating emails and SMS. 

However, you may want to further refine the messaging in the email and SMS messages  that the AI creates, adding in additional information or adjusting wording. You can do this manually, or you can use AI to refine through high-level instructions to help you lock in that perfect message.

According to Salesforce’s Generative AI snapshot series, 76% of marketers say they use AI to write copy, and 71% say they use it to inspire creative thinking. 

When using AI to iterate on copy, it is not only important to use good prompts but also to ground your messaging in branding guidelines. This ensures that message copy adheres to your brand’s tone of voice. In Marketing Cloud Advanced Edition, you can create Brand Guidelines in the CMS, specifying your brand’s tone (i.e. professional, casual) and giving examples for the AI to pull from as it is writing your copy.

Tip 4: Layer in predictive AI to optimize outreach

After you are satisfied with your copy, Campaign Creation builds your end-to-end campaign and creates the accompanying Flow to power your journey.

In Flow, you can choose to layer in additional predictive AI that will help ensure your customers always get the right message at the right time.

For emails, you can turn on Einstein Send Time Optimization, which looks for patterns of when a particular customer has historically opened messages and then aligns the send time with when the customer is most likely to engage, so it’s at the top of their inbox. In this sense, you are personalizing send times. 

Einstein Engagement Frequency flags if a customer is over or undersaturated with messages. We know one of the top reasons customers unsubscribe is because they are inundated with too many messages. Knowing which customers are getting oversaturated often takes a lot of guess work. Einstein Engagement frequency uses AI to spot those patterns and tell you who’s getting too many messages, so you can slow down the pace for them.

Tip 5: Build Your Own Agent

What if your organization or use case has unique requirements? What if you need Agentforce to assist on content review or help you rewrite product summaries that resonate with specific profiles?  The Agentforce Builder empowers you to build your own agents and agent actions to meet the needs of your business and your customers. You can define the agent’s specific tasks, including when it should automate and when it should escalate to a human.

These five tips will help you get started in this new age of agent-driven marketing. Campaign Creation doesn’t need to be a slow and cumbersome process. There are now tools to help you build and optimize quickly. Start by familiarizing yourself with Campaign Creation in Agentforce and Marketing Cloud. Then, ideate with your team on how you want to expand Agentforce to deliver ultimate value. The process will get smoother the more you do it, and you’ll be creating, reviewing, and publishing your campaign in record time.