Salesforce’s Winter 2025 Marketing Cloud Engagement release is packed with updates designed to elevate your marketing strategy. With smarter personalization and enhanced analytics, this release has plenty of tools to help you engage customers more effectively.
App Setup & Security
Package Manager, which helps users easily bundle and deploy Marketing Cloud assets like Journeys and Automations, just got even better. With this release, expect more consistent solution names, a new lifecycle stage column in the Solutions tab, warnings when permissions are denied, and error notifications for packages with tricky data relationships. These updates make it easier to streamline the packaging process, scale best practices and deploy assets across environments.
Cross-Cloud Products
Personalizing campaigns just got easier. With this update, you can now link a Distributed Marketing send to an active campaign after campaign members have been added, giving you more flexibility in managing your marketing efforts. While the message itself can’t be edited once members are added, users can still send a new message if it hasn’t gone out yet. Additionally, you can now personalize campaign member objects, adding a deeper level of customization that goes beyond the campaign record itself.
Einstein & Analytics
The star of this release is Einstein Generative AI, empowering you to generate marketing content in six different languages. You can also export comprehensive audits of AI-generated content to ensure compliance and brand consistency. Plus, distinct brand identities can now be customized at the business unit level, empowering each unit to maintain its unique voice while staying aligned with your overarching brand strategy.
Journeys & Automations
Journey and Automation updates enhance visibility, performance, and accuracy. The Journey Audit Log provides full tracking of changes made to journeys, improving accountability across teams. Journey Builder now offers high-throughput sending recommendations to optimize email performance. Query results and journey success rates are also more accurate, with improvements to email attribute storage and the Journey History page. Automation Studio has expanded key exchange algorithms for SFTP activities and added real-time querying for automation data views, ensuring timely data retrieval and smoother workflows.
Messaging
Shorten SMS links in MobileConnect and Journey Builder to reduce size, cut costs, and track engagement with SMS Link Clicks reports. Now available for all users. Additionally, WhatsApp Business users can now reuse template names across multiple accounts, with other updates to make for easier organization and management.
Marketing Cloud Intelligence
Marketing Cloud Intelligence releases bring enhanced campaign analysis tools with new API connector additions. The Criteo API now includes fields for Creative and Media Buy Level data, offering deeper insights into ad performance. The DoubleVerify custom connector adds more reporting options, helping optimize ad spend and targeting. The SharePoint integration in OneDrive makes for more efficient data management. And, the TikTok Ads API fields provide better visibility into shop metrics and purchases
In true Salesforce fashion, the Winter 2025 release is all about refining your tools so you can engage with your audience in smarter, more efficient ways.
Ready to transform your marketing strategy? These updates make it possible.
