AI isn’t just transforming marketing — it’s reshaping the entire customer experience.

In this special crossover episode, Experts of Experience features a conversation from our sister podcast Marketing Trends, hosted by Stephanie Postles.

Stephanie sits down with Amber Armstrong, CMO of Salesforce Applications, to explore how AI and LLMs are changing discoverability, customer journeys, and the future of CX. Amber shares how her team is rethinking SEO for generative search, converting 40% of LLM traffic into leads, and rolling out AI agents at scale through Salesforce’s Agentforce.

If you want to understand how AI is reshaping customer expectations and how leading CMOs are adapting, this episode offers a practical playbook for the generative era.

 

Key Moments:

00:00 How AI and LLMs Are Reshaping the Marketing Funnel

03:54 Amber Armstrong’s Journey from IBM Intern to CMO at Salesforce

06:35 The Expanding Role of AI in Modern Marketing Teams

08:52 Inside Salesforce’s Guild System: How Amber Aligns Teams Across Four Clouds

17:31 Real AI Use Cases from Amber Armstrong’s Marketing Team at Salesforce

26:40 Amber Armstrong’s Playbook for Future-Proofing SEO in the Age of LLMs

30:55 How Salesforce’s Website Converts 40% of LLM Traffic into Leads

35:58 Building AI Agents at Scale: Lessons from Salesforce’s Agent Force Rollout

37:53 The Ongoing Role of Third-Party Validation in Buyer Decision-Making

39:49 Amber Armstrong on Adapting Marketing Metrics for an AI-First Future

40:40 How Salesforce Aligns Content Strategy Across Business Units

44:56 Amber Armstrong’s Advice for Getting Teams Comfortable with AI Tools

51:24 Salesforce’s Next Big Moves: Account-Based Marketing and Cross-Cloud Growth

–

Are your teams facing growing demands? Join CX leaders transforming their AI strategy with Agentforce. Start achieving your ambitious goals. Visit salesforce.com/agentforce

Mission.org is a media studio producing content alongside world-class clients. 
Learn more at mission.org