Agentforce for Marketers Use Cases for Marketing Cloud with Guilda Hilare and Tigh Loughhead

 Agentforce for Marketers: Real Use Cases for Marketing Cloud with Guilda Hilare and Tigh Loughhead

In a recent session from the Agentforce MC Learning Camp, Guilda Hilare (Director, Marketing Evangelism at Salesforce) and Tigh Loughhead (Salesforce MVP Hall of Fame and CEO of Forcery) broke down how Agentforce—Salesforce’s new AI-powered agent platform—can revolutionize modern marketing.

Together, they explored real use cases for Agentforce within Marketing Cloud, from both the core platform (Growth & Advanced) and legacy platforms like Marketing Cloud Engagement and Account Engagement (Pardot). This hands-on session focused on how autonomous agents can drive marketing efficiency by taking on repetitive, time-consuming tasks across engagement, operations, and analytics.

🔍 Key Takeaways:

1. Why Agentforce, Why Now

   • 41% of employee time is lost to low-value tasks (Salesforce State of IT)

   • Agents take action across systems—not just provide suggestions like Copilots

2. Marketing Cloud on Core: Out-of-the-Box Agent Capabilities

   • Campaign Creation & Campaign Designer: Use natural language prompts to auto-build campaign briefs, messaging assets, and flows

   • Content Creation: Generate branded emails, landing pages, and creative using CMS assets

   • Data Cloud + Flow: Agents tap into real-time CDP segmentation and CRM automation to power intelligent, multi-channel engagement

3. Extending Existing Platforms with Agentforce

   • Agentforce can orchestrate and optimize legacy MAPs like Marketing Cloud Engagement and Pardot

   • Use agents for real-time journey auditing, lead scoring, and omnichannel data hygiene

4. Custom Agents: Jobs To Be Done (JTBD) Framework

   • Use the JTBD approach to identify areas where agents can automate marketing tasks

   • Every custom agent is defined by five core attributes: Role, Data, Actions, Guardrails, and Channel

5. Where to Go From Here

   • Access marketing-specific agents via AgentExchange

   • Test and validate your own agents with the Agent Testing Center

   • Start your Agentforce journey on Trailhead

💡 Why This Matters for Marketing Cloud Users

Agentforce isn’t just an AI buzzword—it’s a shift toward autonomous, cross-cloud execution that enables marketers to move faster and smarter. Whether you’re running Marketing Cloud Growth, Account Engagement, or still getting your data unified, Agentforce helps automate the “jobs marketers don’t want to do”—so your team can focus on strategy, creativity, and impact.