What is Salesforce cooking up for marketers in its Spring 2025 release?

It’s the time of year when Salesforce releases its spring updates, which roll out this year between January and March 2025, depending on which Salesforce products and features your team uses. 

We examined the updates for Salesforce Marketing Cloud, Marketing Cloud Account Management (formerly Pardot) and the newly renamed Personalization (formerly Einstein Personalization) to find the most interesting and helpful updates for marketers.

There are three main themes to the Spring 2025 Salesforce updates:

Using AI to improve the efficiency and effectiveness of marketing, including uses for Agentforce (of course) and multilanguage content support in Account Engagement.

Better data management and streamlined workflows. The ability to copy assets to your CMS via API is one example of Salesforce helping marketers automate previously manual tasks and improve the flow of information between platforms.  

Increased control and visibility. Marketers will benefit from enhanced visibility over flows, the new marketing calendar and more granular insights into email send failures.

Dig deeper: Salesforce Agentforce: What you need to know

6 Salesforce updates B2B marketers will love

The Spring 2025 Salesforce release includes six updates, in particular, that figure to help B2B marketers do their job more effectively.

Agentforce now helps generate campaign content

Marketers will be able to generate campaign content for emails and landing pages using Agentforce. This Marketing Cloud update leverages AI to streamline the content creation process, saving marketers time and effort.

Generate campaign briefs faster

The campaign brief prompt in Marketing Cloud’s Prompt Builder is an AI-powered feature that will generate a brief name, key message, audience description and detailed campaign goals.

Create marketing campaigns with Agentforce

Agentforce Campaign Designer in Marketing Cloud (in Beta) edits and refines campaign strategy, multichannel flows and content from one interface. It’s a centralized platform for managing all aspects of your campaigns, making it easier to keep your work organized.

Automate your data streams

The Account Engagement Data Bundle automates the creation of data streams in Data Cloud, eliminating the manual effort of creating landing page, list email and marketing form data streams.

It’s easier to copy assets in Account Engagement

You can now copy assets to your content management system (CMS) via API in version 5 of the Account Engagement API. You can copy email, file, form and landing page objects to a Salesforce CMS workspace, streamlining content creation and ensuring consistency across platforms.

Get more visibility into email send issues 

Enhanced list email reporting in Account Engagement provides more granular insights into email send failures, helping marketers troubleshoot issues and keep a close eye on deliverability rates.

Dig deeper: Email deliverability: What you need to know

What marketing leaders need to know about the Spring 2025 Salesforce update

Here are the key takeaways for marketing team leaders and executives after the Spring 2025 Salesforce updates:

It’s time to embrace AI-powered marketing: The Spring 2025 update is a significant push toward AI-driven marketing. Salesforce is clearly investing in AI to streamline marketing workflows and enhance efficiency. Leaders should encourage their teams to embrace these new tools and explore their potential.

Marketing Cloud now features enhanced audience tools: Leaders should encourage their teams to explore the new Prospect object, account scoring rules and the ability to create and preview segments directly from campaigns. They could lead to more effective targeting and prioritization of high-value prospects.

New tools for personalization: New reusable personalization settings encourage consistent and efficient personalization for email components and merge fields.