At Salesforce Connections 2025, FLO was proud to be part of the conversation shaping the future of marketing and AI-powered customer experiences. Ekat Obolenskaya, Marketing Champion and long-time Salesforce ecosystem voice, joined forces with Kristyna Turner, Engagement Manager, to share insights on unifying fragmented customer journeys with Data Cloud. From their own session in the Community Hub to after-hours debates on rooftops, they brought home not just ideas, but real-world momentum. Here’s what they saw, what they learned, and why it matters for every team navigating the new era of customer experience.
Our Journey at Salesforce Connections 2025: Insights, Innovation & Inspiration from Chicago
Salesforce Connections is one of the most anticipated events for marketers, technologists, and Salesforce enthusiasts worldwide.
This year was especially meaningful for us — not only did we get to immerse ourselves in the latest product innovations and community energy, but we were also honored to be selected as speakers. We presented “5 Ways Data Cloud Unifies Fragmented Customer Journeys”, a session supported by our team at FLO, who have championed our work with Data Cloud and Customer Experience from day one.
As a duo blending strategy and technical expertise, standing in the Community Hub and sharing our point of view with fellow marketers was a milestone moment. But the real magic of Connections wasn’t just the stage — it was in the serendipitous conversations in queues, the hugs with familiar Trailblazers, and the spark of new ideas ignited during casual coffee chats.
Tailored for marketing leaders, digital strategists, and Trailblazers who are passionate about customer engagement and innovation, this annual event offers a unique blend of keynote presentations, deep-dive sessions, hands-on workshops, and vibrant community experiences.
Who Should Attend Salesforce Connections?
If your role involves marketing automation, data-driven customer journeys, or integrating cross-cloud solutions to elevate customer experiences, Connections is an invaluable opportunity. The event brings together marketers, product managers, developers, and consultants from around the globe who seek the latest product innovations, actionable insights, and inspiration to shape their marketing strategies for the future.
Event Organization & Experience
Salesforce Connections 2025 took place entirely within the McCormick Place convention center in Chicago, making the experience smooth and easy to navigate. Unlike Dreamforce, where attendees often rush between buildings scattered across downtown San Francisco, Connections offered everything under one roof: keynotes, theater sessions, demo zones, and lounges.
This centralized setup created a more relaxed yet productive atmosphere, allowing attendees to seamlessly move between inspiring talks, hands-on demos, and community spaces like the Marketing Lodge and Community Hub. Whether it was grabbing a milkshake, building LEGO, or diving into a product session, the entire experience felt cohesive and well-orchestrated.
3 Key Trends We Noticed at Salesforce Connections 2025
From “Do Not Reply” to Two-Way, Agent-Led Conversations
Traditional one-way campaigns are giving way to conversational, real-time interactions. With agent-driven personalization, customers no longer receive static emails — they engage in dynamic dialogues with intelligent agents that adapt messaging based on past behavior, preferences, and context. This marks a major shift toward more meaningful, relevant customer experiences at scale.Agentic Assistance Drives Better Product Decisions and Sales
One of the most impactful use cases we observed is how agent-powered web experiences help customers struggling to choose the right product or service. By guiding them through decision trees, clarifying options, and personalizing recommendations, these agents reduce friction and speed up the buying process, leading to higher conversion rates and stronger business results.CX Governance & Trust Take Center Stage
As AI becomes more embedded in marketing execution, the conversation is moving from “how do we activate this feature?” to “how do we govern it?” Topics like AI auditability, responsible personalization, and consent-based data use are becoming key concerns, especially for enterprise organizations seeking scale without losing customer trust.
Sessions That Stole the Spotlight
We immersed ourselves in a wide array of sessions designed to unlock the full potential of Salesforce’s evolving marketing ecosystem. Some of the standout talks included:
The Main Keynote, featuring the groundbreaking Marketing Cloud Next announcements and the revolutionary concept of Agentic Marketing. This set the tone for a future where AI-powered agents help marketers deliver truly personalized, real-time customer experiences.
Theater Sessions led by industry leaders, who shared best practices on Agentforce projects, customer engagement strategies using Marketing Cloud and Agentforce, and marketing architecture built on Data Cloud.
Agentic Analytics presented by Aurelia Solomon and Emma Annand, highlighting the integration of Tableau Next and Marketing Intelligence to harness AI-driven insights for smarter marketing decisions.
Inspiring Keynotes by Bozoma Saint John and Tony Hawk, whose powerful storytelling and personal journeys resonated deeply with all attendees, reminding us of the value of authenticity, resilience, and bold innovation.
Marketing Cloud Next & Agentic Marketing: A New Era
One of the most exciting announcements at Connections was Marketing Cloud Next, which introduces a modular, AI-empowered platform designed to help marketers operate with unprecedented agility and intelligence. The new Agentic Marketing paradigm goes beyond automation — it enables intelligent agents to learn, adapt, and take actions on behalf of marketers in real time. This approach promises a quantum leap in personalization, combining Data Cloud’s unified customer profiles with Einstein AI’s predictive capabilities to create seamless, contextually relevant customer journeys.
Q: What does Agentic Marketing mean for personalization?
A: It adds a layer of dynamic decision-making. Rather than pre-programmed flows, agents can learn from data and determine the best message or channel in real time. It’s personalization with autonomy, but it needs careful governance.
Q: How does Marketing Cloud Next shift the operational model of marketing teams?
A: It introduces flexibility by unbundling capabilities. This lets teams adopt functionality like triggers, segmentation, or activation layers based on maturity, reducing tech debt and making implementation more agile.
Beyond the Sessions: Our Connections & Activities
Besides soaking up knowledge, Connections was about engaging with the community and creating memorable experiences. We took part in the Community Fun Run, enjoyed a scenic boat cruise hosted by @Kaltura against Chicago’s stunning skyline, and mingled at the Tableau Next Reception atop one of Chicago’s premier rooftop bars, sipping Agentic LemonAlde and discussing innovation with fellow Trailblazers.
Our big moment was our own session: 5 Ways Data Cloud Unifies Fragmented Customer Journeys, presented at the Community Hub Campfire. Over 50 attendees showed up, and we were thrilled to share how we help clients bridge marketing and data strategy with Salesforce Data Cloud.
Ekat has also participated in two interviews where she shared her perspectives on the Marketing Cloud roadmap and fresh announcements — stay tuned for those!
Finally, we teamed up to tackle the Salesforce Ben Escape Room — a whirlwind of fun, chaos, and collaboration that perfectly captured the spirit of the week.
Why We’ll Be Back Next Year
Salesforce Connections delivers not only cutting-edge product insights but also a vibrant community atmosphere that fuels collaboration and innovation long after the event ends. The knowledge gained, relationships built, and inspiration sparked are priceless assets for our team and clients alike. We look forward to returning next year with even more passion, fresh ideas, and a deeper understanding of how to leverage Salesforce’s evolving ecosystem to drive transformative marketing outcomes.
What We Brought Back & What’s Next
From actionable strategies to exciting new capabilities in Marketing Cloud Next and Agentic Marketing, we returned energized and ready to implement. Our team is already integrating insights from the Data Cloud session and agentic analytics into client projects, accelerating personalization and unification at scale.
We also brought back renewed commitment to community-driven growth, continuing to engage with Trailblazer groups, share knowledge, and contribute to the evolving Salesforce ecosystem.
Final Thoughts
Salesforce Connections 2025 was a milestone event that reaffirmed the power of innovation, community, and continuous learning. Whether you’re a marketer aiming to master the new Marketing Cloud Next capabilities or a data enthusiast eager to unlock AI-powered insights, Connections offers a unique experience that empowers you to dream bigger and achieve more.
We’re excited to keep this momentum going, both within our team and with the clients we serve.
Thank you, Salesforce Connections, for an unforgettable week of inspiration, learning, and connection. Until next year, Chicago!
This article was written by Ekat Obolenskaya, Marketing Champion and Kristyna Turner, Engagement Manager at FLO CX.
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