Vonage Adds Omnichannel to Salesforce Agentforce

Vonage has introduced a new offering, Vonage Conversations for Agentforce Marketing, that brings omnichannel messaging directly into Salesforce’s marketing environment. The launch is designed to help brands manage customer conversations across popular channels from a single place, while leveraging Salesforce data and automation to keep interactions timely, consistent, and personal.

At its core, the solution connects Salesforce marketing tools with Vonage messaging APIs. That link gives marketing teams the ability to send and receive messages across multiple channels inside a single interface, instead of switching between separate platforms or stitching together point integrations. With customer profiles, segmentation data, and journey logic already living inside Salesforce, teams can use real-time insights to trigger outreach, respond to replies, and shape conversations as they unfold.

The bigger goal is simple: move beyond “broadcast” marketing and enable true two-way engagement. Rather than sending a campaign message and hoping customers take the next step on their own, brands can create conversations where customers can respond, ask questions, and continue the journey without losing context. That type of interaction is especially important as expectations keep rising. Customers increasingly want to engage on the channels they already use every day, and they expect brands to remember their preferences, past interactions, and intent.

Christophe Van de Weyer, President and Head of the API Business Unit at Vonage, framed the launch around this shift in customer expectations. He emphasized that meaningful engagement now depends on creating consistent connections across touchpoints, not simply pushing outbound messages. By enabling personalized, two-way conversations, he noted, marketers can engage customers more directly while delivering interactions that feel more relevant—building trust, loyalty, and a better overall experience.

Bringing Omnichannel Messaging Into Agentforce Marketing

For Salesforce Agentforce Marketing customers, the integration essentially turns messaging into a native part of the marketing workflow. By embedding Vonage Communications APIs into the Salesforce environment, teams can run two-way messaging through channels such as SMS, WhatsApp, and Rich Communication Services (RCS) without leaving the platform.

That matters operationally. In many organizations, messaging tools sit outside the marketing stack, which creates delays, fragmented reporting, and inconsistent customer experiences. When conversations happen in separate systems, teams often lose visibility into what was said, what the customer did next, and how to connect that engagement back to campaign performance. By keeping conversations inside Salesforce, engagement data can flow directly into journeys, segmentation updates, attribution models, and performance analysis.

The integration also supports automation and agentic AI use cases. Marketing teams can automate routine tasks—like sending follow-ups, confirming actions, or escalating to the right team—while tailoring messaging based on what Salesforce customer data reveals in the moment. That means interactions can always be on, proactive, and orchestrated across channels, rather than limited to campaign blasts that end once the message is delivered.

In practice, this creates a system where brands can design customer journeys that include messaging as a continuous thread: outreach, response handling, follow-up, and handoff—without forcing the customer to restart the conversation each time they switch channels.

How This Fits Into Vonage’s Broader Strategy

Vonage is positioning this release as part of a wider push to help enterprises adopt AI-driven communications and improve customer experience at scale. The strategy centers on making communications less like a separate toolset and more like an embedded capability inside the platforms enterprises already run on. In this context, the Agentforce Marketing integration aligns with several clear priorities.

Embedded Communications

A key theme in Vonage’s approach is making messaging and voice interactions feel like built-in functions of CRM and marketing systems. For marketing and CX leaders, that’s not just a convenience—it changes how teams operate.

When customer conversations live inside the same system used for segmentation, campaign orchestration, and performance tracking, it reduces channel silos. Teams can design journeys, launch campaigns, and respond to customers using a consistent set of tools, rather than managing separate engagement stacks. It also ties customer history, consent, and preferences to every interaction, helping organizations stay both relevant and compliant while reducing operational friction.

Integration-Led Growth

Instead of asking enterprises to buy and adopt a standalone messaging product, Vonage is emphasizing integrations with platforms teams already use. That approach reduces internal resistance and minimizes governance complexity—two common barriers to expanding into new channels.

Marketing and CX teams often struggle with the overhead of adding messaging platforms: new vendor approval cycles, new training requirements, duplicated data stores, and concerns over access control and compliance. Embedding messaging inside a trusted platform like Salesforce lowers adoption friction, strengthens governance, and helps teams scale without introducing yet another system.

AI-Enhanced Interactions

AI is a major lever in Vonage’s enterprise vision—especially in customer experience. When used well, AI can help teams manage volume without sacrificing quality.

In the context of omnichannel messaging, AI can support routing, automate standard replies, suggest responses for agents, and personalize content based on customer attributes or behavior. That helps reduce handling times, deflect routine questions, and improve first-contact resolution. The impact is operational and strategic: teams can increase responsiveness and consistency without scaling headcount at the same rate as customer demand.

Omnichannel Conversations

Traditional marketing has been dominated by outbound, one-way campaigns. Vonage’s messaging integration supports a shift toward persistent, two-way engagement—where customer journeys are built around conversations rather than isolated touchpoints.

This becomes especially valuable when customers move between channels. A customer might start on WhatsApp, switch to SMS, and later respond via another channel entirely. If context carries across each step, customers don’t have to repeat themselves, and brands don’t have to guess intent. That continuity lowers customer effort and boosts engagement because the experience feels less like “marketing” and more like an ongoing relationship.

Higher-Value Positioning

Vonage is also making a deliberate move beyond message delivery. The value story is evolving toward a combination of communications, AI, and enterprise integration that supports CX outcomes like loyalty, retention, and lifetime value.

When engagement data is captured inside the system of record, conversations become measurable and optimizable. Brands can tie message interactions back to journey performance, conversion, churn reduction, and customer satisfaction trends. Messaging is no longer a delivery mechanism—it becomes a performance layer for the customer experience.

Expanding Salesforce Capabilities Through a Long Partnership

Vonage and Salesforce have partnered for more than a decade, and this launch continues a pattern of expanding what Salesforce users can do inside the Agentforce ecosystem.

Vonage’s latest addition strengthens Salesforce’s ability to support omnichannel engagement while keeping deployment within a trusted enterprise environment. This is particularly relevant for large organizations that want innovation—especially in AI and messaging—but need confidence around security, governance, and integration quality.

Recent collaboration points in 2025 also signaled the direction of travel: tighter workflow unification, more embedded capabilities, and a shift from experimentation to production-ready CX enhancements. This omnichannel marketing integration fits that arc by turning messaging into a first-class component of the marketing and customer experience stack.

Practical Benefits For Marketing and CX Teams

The most immediate impact will be felt by the teams running customer engagement every day: marketing, service, and support.

For marketing teams, two-way messaging opens the door to more interactive campaigns. Customers can reply, ask questions, and continue the conversation within the same channel, turning campaigns into measurable dialogues rather than one-way pushes. Because outreach can be informed by Salesforce CRM data and journey logic, messaging becomes more timely and relevant—based on lifecycle stage, behavior, and preferences. And since the tools live inside Salesforce, teams can launch faster without adopting separate interfaces or retraining on new platforms.

For CX and customer-facing teams, the advantage is continuity. When customers switch channels, agents can still see the full history, reducing repetition and frustration. AI and automation can handle routine inquiries, provide agents with context, and speed up decision-making—improving first-contact resolution and response times. Centralized governance also helps ensure consistent tone, timing, and policies across marketing and service touchpoints, so customers experience the brand as a single, connected entity rather than disconnected departments.

Ultimately, the integration is designed to raise customer confidence. Faster responses, consistent messaging, and smooth channel switching all reduce friction. And when marketing and CX teams operate from the same conversation history and data foundation, handoffs improve, service quality rises, and churn risk drops.