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Two-Way Marketing Is Here. Now What?
Walk away with an actionable blueprint to design workflows, handle exceptions, and master the new standard in customer experience.
Objective 1: Establish cross-departmental governance and strategies.
Objective 2: Learn how to architect robust routing and escalation paths.
Objective 3: Learn how to execute a scalable, phased rollout.

, Solutions Lead, Stitch Consulting

Role: Marketing
Product: Marketing, Agentforce
Topic: Email Marketing
Session Level: Beginner
Session Type: Theater
  • Thursday, Jun 41:30 PM - 1:50 PM CDT
    (6:30 PM - 6:50 PM GMT)
    Theater 4 | Campground, Level 3
    FIRST COME FIRST SEATED
Session Summary: This session focused on leveraging Salesforce's tools to enhance two-way communication strategies for marketing, sales, and service teams. Attendees learned about using conversational AI, such as Salesforce's agent capabilities, to create dynamic, customizable customer interactions that go beyond standard templates. Key insights included the importance of defining ownership, routing logic, and escalation protocols to ensure seamless collaboration across departments, as well as scalable strategies for rolling out these solutions in phases. The session emphasized the potential of Salesforce tools, like Flow Builder and intelligent decisioning, to open a 'new front door' for businesses while maintaining brand consistency and meeting customer expectations.
Key Takeaways:

• Dynamic flows in Salesforce, powered by tools like Flow Builder, allow businesses to customize customer interactions beyond standard definitions, enabling more personalized experiences.

• Effective implementation requires clear ownership of touchpoints, well-defined escalation protocols, and consideration of channel-specific SLAs to ensure cross-departmental alignment.

• A phased rollout strategy, starting with SMS and expanding to email and other channels, helps teams refine processes, test responses, and build confidence before launching to a broader audience.

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