The launch of Omnichannel Conversations for Agentforce Marketing signals a meaningful shift in how enterprises design customer engagement across messaging channels, as brands look to unify data driven personalization with real time interactions inside their core marketing platforms.
Vonage, part of Ericsson, has introduced Omnichannel Conversations for Agentforce Marketing, formerly known as Marketing Cloud, extending its communications capabilities directly into Salesforce. Powered by Vonage Communications APIs, the new offering embeds SMS, WhatsApp, and Rich Communication Services into the Salesforce environment, allowing marketers to manage customer conversations within a single interface while leveraging existing customer data.
With Omnichannel Conversations for Agentforce Marketing, enterprises can support two way customer communication that blends live agents with agentic AI. The integration allows marketing teams to automate and orchestrate intelligent journeys across channels while maintaining consistent context and personalization. By centralizing workflows, the solution aims to reduce operational friction and improve the relevance and timing of outbound and inbound customer messages.
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“The true value of programmable communications is realized when they’re embedded into the platforms businesses use every day,” said Pamela Clark Dickson, principal analyst, business messaging, Mobile Ecosystem Forum. “By leveraging APIs to embed AI powered omnichannel conversations into Agentforce Marketing, Vonage enables enterprises to engage customers with rich, two way messaging, fully integrated into their current workflows. The result is faster execution, deeper personalization, and more meaningful customer engagement.”
Vonage said its communications APIs are designed to automate routine tasks and analyze customer data in real time, helping brands deliver consistent messaging across channels while meeting regulatory requirements. The platform uses a single composer for message creation, making it easier for marketers to scale personalized engagement that drives higher interaction and conversion rates.
The launch also reflects broader changes in enterprise messaging preferences. RCS continues to grow as a more visual and interactive alternative to traditional text messaging, with global traffic expected to exceed 200 billion messages by 2029. At the same time, WhatsApp has become a dominant business communication channel worldwide, particularly in EMEA markets where usage surpasses SMS adoption.
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“In today’s market, it’s not enough to just send messages; businesses must create meaningful connections across every customer touchpoint,” said Christophe Van de Weyer, President and Head of Business Unit API for Vonage. “Vonage’s portfolio of communications solutions is built to meet the high volume demands of the largest brands in the world, delivering unmatched performance and reliability. With the integration of rich, two way messaging channels like RCS, WhatsApp, and SMS into Agentforce Marketing, Vonage is bringing these messaging capabilities to enterprises around the world.”
The release is part of the broader Vonage AI Hub, which focuses on low code and no code components to accelerate digital transformation. By extending Omnichannel Conversations for Agentforce Marketing across marketing, sales, and service clouds, Vonage is positioning the solution as a foundation for consistent, scalable customer engagement. As enterprises increasingly adopt conversational and agent driven strategies, the platform underscores how embedded communications are becoming central to modern MarTech stacks.
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