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Scenario

A Marketing Manager wants to launch a highly targeted promotional campaign for a new product. The goal is to identify the optimal customer segment in Data Cloud, create a personalized email campaign in Marketing Cloud Engagement (MCE), and track its initial performance, all with minimal manual intervention and maximum speed to market. This process, which traditionally involves multiple teams and lengthy timelines, needs to be significantly accelerated.

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Actors

  • Marketing Manager
  • Agentforce Agent (powered by ACP)

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ACP Components Involved

  • Data Cloud Connector:
    • data_cloud_query_segment (or similar): To identify and retrieve customer segments based on defined criteria.
    • data_cloud_get_segment_details: To fetch attributes of the identified segment.
  • Marketing Cloud Engagement (MCE) Connector:
    • mce_create_data_extension: To create a Data Extension for the target audience.
    • mce_populate_data_extension: To add segment members to the Data Extension.
    • mce_create_email_content (or a tool to select/reuse existing content, possibly with personalization tokens): To define the email.
    • mce_create_send_definition (or mce_create_journey): To set up the email send or journey.
    • mce_initiate_send (or mce_start_journey): To launch the campaign.
    • mce_get_send_summary (or mce_get_journey_performance): To retrieve initial performance metrics.
(Tool names are illustrative and will depend on the final ACP connector implementation.)

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Workflow

  1. Define Campaign Goals & Audience Criteria: The Marketing Manager provides the Agentforce agent with the campaign objectives and criteria for the target audience (e.g., “Customers who purchased Product X in the last 6 months and live in California”).
  2. Segment Identification (Data Cloud):
    • The Agentforce agent uses the data_cloud_query_segment tool to identify the relevant customer segment in Data Cloud based on the manager’s criteria.
  3. Prepare Audience in MCE:
    • The agent uses mce_create_data_extension to create a new Data Extension in MCE, named appropriately for the campaign.
    • The agent then uses mce_populate_data_extension to transfer the identified segment members from Data Cloud into this MCE Data Extension.
  4. Email Content Creation/Selection:
    • The Marketing Manager either provides the email content or instructs the agent to use an existing template.
    • The agent uses a tool like mce_create_email_content (or similar) to prepare the email, potentially personalizing it with data from the segment.
  5. Campaign Setup & Launch (MCE):
    • The agent uses mce_create_send_definition (or mce_create_journey) to configure the email send, linking the email content and the target Data Extension.
    • Upon confirmation from the Marketing Manager (or based on pre-set approval rules), the agent uses mce_initiate_send (or mce_start_journey) to launch the campaign.
  6. Initial Performance Monitoring:
    • After a defined period, the agent uses mce_get_send_summary (or mce_get_journey_performance) to retrieve initial metrics (e.g., open rates, click-through rates) and presents them to the Marketing Manager.

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Key Outcomes & Benefits

  • Drastic Time Reduction: Automates a multi-step process, reducing campaign launch times from days/weeks to hours or even minutes.
  • Enhanced Targeting: Leverages the full power of Data Cloud for precise audience segmentation.
  • Increased Agility: Enables rapid response to market changes or opportunities with quickly deployable campaigns.
  • Improved Efficiency: Frees up marketing teams from manual data handling and campaign setup tasks, allowing them to focus on strategy and creative work.
  • Data-Driven Insights: Provides quick feedback on campaign performance, enabling faster optimization cycles.
  • Simplified Cross-Cloud Operations: Seamlessly orchestrates actions between Data Cloud and Marketing Cloud Engagement without complex manual integrations.
This use case demonstrates how ACP can transform marketing operations, making them more efficient, agile, and intelligent.