ChatGPT: What it Means for Salesforce Marketers

ChatGPT, the AI (Artificial Intelligence) chatbot that can interact with you as though you are talking to a person, has taken the world by storm. The scope and potential of ChatGPT is still being explored by the millions of people who jumped into the pilot during the first five days of its launch.

I’ve been spending some time thinking about how ChatGPT will impact Salesforce marketers. As a content writer, I wanted to see whether ChatGPT was ‘coming for my job’! Ian Gotts recently wrote about the ways that the Salesforce ecosystem, more broadly, could leverage ChatGPT: “It is staggering what ChatGPT can create with just a few prompts: Validation Rules, Apex Code, LWC, lyrics for a song, or even blog posts”, but what does this mean for marketers specifically?

I’ve seen some marketing use cases circulating, and have combined these with ones that relate to Salesforce marketers, specifically. Here’s the rundown – I’d be curious to hear what you think.

Also, yes, there’s an AI-generated poem about Pardot at the end of this guide. Pardot was renamed “Account Engagement” at the start of this year, you’ll find the that poem I generated contains the line “for marketers, it’s a jewel”…

1. Salesforce Formulas

ChatGPT can create “Salesforce Formulas, Validation Rules, Apex Class, Lightning Web Components (LWC), or a Unit Test for a LWC…ChatGPT works well for a narrow scope that is well specified.” – Ian Gotts.

What Does ChatGPT AI Mean for the Salesforce Ecosystem?

As Salesforce marketers work more closely with the core Salesforce platform, these concepts can be explained to you rapidly.

Salesforce Skills for Pardot Admins: Checklist

However, check out the example I ran below. I asked the bot to “write a validation rule for salesforce contacts that bypasses the Pardot connector”. This request was somewhat vague. I received a nice explanation of validation rules (and got told I need to figure out what I want first!).

There are some nice examples that you can then adapt to your requirements; however, an understanding of your own connected Salesforce org is essential to write the formulas you need.

2. Invocable Actions (for External Actions)

Then I threw in a topical request: “write an invocable action that can send prospects to a zoom webinar using account engagement external actions”. You can see the results in the video below – this is not my specific area of expertise, but I would not take this as the be-all-end-all solution.

In fact, I ran this query three times. The first returned instructions to create an external action. The second talked about using a Google service to integrate the two platforms. The third, which you see below, focuses on describing the invocable method.

3. Email Copy

An interesting use case, but one I’m not convinced about (yet). When I ran a couple of queries, the results were generic. The delivery of a “Christmas pun” was impressive, however, the copy surrounding it did have a robotic feel. Regardless, this could give you a baseline from which to go from. If I’m ever in need of a pun, I know where to go.

4. Self-Service Chatbots

Chatbots can serve marketing use cases (and/or customer service use cases). For example, you can see how Qualified use conversational marketing on their assets, such as whitepapers.

Chatbots with Pardot – Guide to 6+ Conversational Marketing Options

Don’t take my word for it – here’s what ChatGPT claims:

  1. Automate customer service inquiries: ChatGPT can be trained to handle common customer service inquiries, freeing up time for human customer service representatives to focus on more complex or nuanced issues.
  2. Enhance lead generation efforts: ChatGPT can be used to engage with potential leads through chatbots or virtual assistants, providing information and answering questions to help nurture leads and convert them into paying customers.

I’m not in a position to speculate how the established providers will fare against the ChatGPT engine. What I do know, is that providers, such as Qualified, have a direct link into your Salesforce platform, that admins can control.

Moreover, the point of providers (e.g. Qualified, Drift) is to define their own ‘human touch’, and human intervention as soon as the prospect raises their hand. I doubt the ‘robots’ will be taking over in the near future – but, for low-level questions, I can see how ChatGPT could be embedded into your operations.

5. Data Breach Plan

Stephen Stouffer, Salesforce RevOps legend, recently posted about what ChatGPT generated when asked: “Create a marketing operations communication plan for when there’s a data breach”. Overall, it looks okay; however, ss you can see in the comments, there were some flaws in how the plan starts.

Long Live Pardot: A Poem

As Pardot was renamed Account Engagement in 2022, I thought that a tribute would close a chapter, and open a new one:

Pardot, a powerful tool

For marketers, it’s a jewel

Helping to track and nurture leads

And analyze marketing needs

With its automation and CRM integration

It helps to streamline communication

From email campaigns to landing pages

Pardot streamlines all the phases

With its lead scoring and grading

It helps to prioritize, no hesitating

And with its custom fields and tags

Segmentation and targeting never lag

So here’s to Pardot, a marketing marvel

Helping businesses to excel and unravel

The mysteries of their target audience

And create campaigns that truly immerse


Does ChatGPT win over the human? While the validation rule example caught my attention, I think for the time being our jobs are safe – ChatGPT cannot replace experience. But, the technology is still very exciting, and the answers it provides are a good starting point.

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