Most customer intent isn’t captured on web forms or ad clicks—it lives in sales conversations, emails, and support tickets. Salesforce captures over 300,000 call transcripts, millions of emails, and 2 million support case interactions. But how do you turn millions of pages of raw, unstructured text into actionable marketing strategy without drowning in noise or exposing sensitive data? In this Dreamforce session, the Data 360 team goes behind the curtain to reveal how Salesforce bridges the marketing data readiness gap using Data 360 and AI. Watch the Data 360 Keynote from Dreamforce 2026: https://youtu.be/MLdt92Bpj30 Explore Data 360: https://www.salesforce.com/data/ Check out our guide to AI agents: https://www.salesforce.com/agentforce/ai-agents/ *What You’ll Learn:* • The Marketing Data Gap: Why 83% of marketers are expected to use engagement data, but only 38% actively operationalize it. • Governed Signal Extraction: How AI prompts extract critical business signals (customer pain points, objections, and decision criteria) while masking PII to protect privacy. • Theme Identification & Clustering: How to aggregate millions of disparate conversation signals into actionable macro and sub-themes at scale. • Slackbot & Agentforce in Action: A live walk-through showing how marketers can query engagement data directly in Slack, surface trending customer challenges, build targeted campaign plans, and push audience segmentations directly into Data Cloud. • Enterprise Impact: How leading brands like FedEx, Heathrow, and Formula 1 harness unified customer data platforms to streamline operations and elevate customer experience. *Timestamps:* 0:00 – Introduction: Closing the Marketing Data Readiness Gap 1:38 – The Untapped Intent in Sales Calls, Emails & Support Tickets 3:04 – The End-to-End Architecture: Raw Data to Activation 4:12 – AI Signal Extraction: Capturing Objections & Pain Points 6:18 – Theme Identification: Aggregating Millions of Signals at Scale 8:34 – The 4-Step Marketer Workflow (Analyze, Plan, Segment, Activate) 9:54 – Live Demo: Querying Signals with Slackbot 11:28 – Drilling Down into Sub-Themes & Customer Quotes 12:42 – Building Grounded Campaign Plans & Data Cloud Segments 15:16 – Real-World Success Stories (FedEx, Heathrow, F1) 16:12 – Gartner & IDC Recognition + Next Steps at Dreamforce _______ This video comes to you from Dreamforce 2026, the conference that helps you unlock unprecedented success with the power of trusted AI Agents, real-time data, and CRM. This is where you become an Agentic Enterprise. Watch Marc Benioff's opening keynote here: https://youtu.be/wYFt9NCYaVI Watch all of our content from Dreamforce 2026 here: https://www.salesforce.com/plus/experience/dreamforce_2026 Continue your learning journey on Salesforce+: https://www.salesforce.com/plus Subscribe to Salesforce’s YouTube Channel: http://bit.ly/SalesforceSubscribe _______ #Salesforce #Dreamforce #AgenticCRM #AgenticEnterprise #Dreamforce2026 #DF26 Learn more about Salesforce: https://www.salesforce.com Twitter: https://www.twitter.com/salesforce LinkedIn: https://www.linkedin.com/company/salesforce Facebook: https://www.facebook.com/salesforce Instagram: https://www.instagram.com/salesforce About Salesforce: Improve customer relationships with Salesforce, the #1 Agentic CRM where humans with agents drive customer success together. Our integrated platform pairs your unified customer data with trusted agents that can assist, take action autonomously, and hand off seamlessly to your employees in sales, service, marketing, commerce, and more. Disclaimer: This video is for demonstration purposes only. All account data depicted is fictional and does not contain personally identifiable information (PII). This content is intended solely to illustrate product functionality in a simulated environment.

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