- August 27, '26
- Thursday
- 09:30 - 10:30 (AEST)
The AI challenge
Agentic AI is hard to understand until you actually use it.
The problem is, most teams we work with don’t yet have agentic capabilities switched on in the tools they use every day. So they’re stuck watching demos, hearing the theory and trying to imagine how it works in practice.
But you don’t learn AI by watching. You learn by doing.
That’s why we’re launching Straight from the Source, a hands-on series designed to get you inside the technology, test-drive it and see what’s actually possible.
What you'll learn
We’re partnering with Salesforce for a proper roll-up-your-sleeves session where you’ll build your first agentic marketing campaign.
You’ll see how agents can help with audience creation, campaign development and repetitive marketing tasks, and experience what’s possible with more personalised customer journeys.
You’ll leave having actually built your first agentic AI campaign, with a much clearer idea of how it could fit into your own marketing workflows.
Because this is an interactive, fully supported session, numbers are strictly limited.
What you'll do
Get inside Agentforce and use it yourself
See how agentic AI differs from the GenAI tools you’re already using
Build a precise audience segment using plain English
Start creating an AI-assisted campaign
See an agentic marketing workflow working end to end
What You’ll Walk Away With
First-hand experience building an agentic-powered campaign
A clearer understanding of how agentic marketing actually works
Ideas for where agents could save time or remove manual steps
A better sense of priority workflows to tackle and where agents could be useful in your own team
Your Session Hosts
Christine Ewen
Salesforce - Principal B2B Product Specialist
Christine is a Principal B2B Product Specialist at Salesforce, helping Australian organisations turn AI-powered marketing automation into practical business value through Marketing Cloud Account Engagement and Agentforce Marketing.
Lisa-Marie Long
Salesforce - Senior Solution Engineer
Lisa-Marie is a Senior Solution Engineer at Salesforce, with a background in strategic project management and technical Learning & Development. She helps businesses adopt technology through practical education and solutions.
Stephane With
Salesforce - Principal Solutions Engineer
Stephane is a 14-time Salesforce certified expert specialising in Agentforce Marketing; turning complex challenges into practical, scalable solutions across ANZ.
Matt Peters
SalesForce - Principal Solution Engineer
Matt is a Principal Solutions Engineer at Salesforce, specialising in advertising and marketing strategy across ANZ. With 15 years in Martech and Adtech, he helps businesses transform and scale their marketing.
Stephen Toms,
Co-Founder, AI Growth Academy
Stephen specialises in practical AI adoption, marketing and automation, helping organisations build the skills, workflows and confidence to use AI effectively in real-world work.
Catherine Toms
Co-Founder, AI Growth Academy
Catherine specialises in AI-enabled marketing transformation, helping organisations build the skills, strategies and ways of working to drive measurable growth.
Frequently asked questions
Do I need a Salesforce licence?
No. You don’t need to be a Salesforce customer or use it in your day-to-day work.
We’re using Agentforce as the hands-on environment so you can experience agentic marketing first hand – rather than watch another webinar! We’ll give you access to the Salesforce environment you need for the session, plus credits to use while you work through the exercises.
Do I need any previous Salesforce or Agentforce experience?
No. We’ll guide you through it. You should be reasonably comfortable using AI tools, but you don’t need previous experience with Agentforce or AI agents.
What will I actually do?
You’ll work through a marketing campaign inside Agentforce. You’ll create an audience segment using plain English, start building a campaign and see how agents can support different parts of the workflow.
Regardless of your tech stack the broader learning will help you understand how agents work and where this type of capability could fit within your own organisation.
Why are places so limited?
Because you’ll actually be building, we have caps so everyone can follow along and get the hands-on support they need.
Is the course hands-on?
Yes. This is not a passive webinar or lecture. You’ll be logged on, working with real tools, practical prompts, and realistic workplace tasks so you can apply what you learn straight away.
