Contentful is a shot in the arm for Salesforce's 'headless' bet

Salesforce's planned acquisition of Contentful should give its Headless 360 product - which CEO Marc Benioff gushed about during earnings last week - a much-needed shot in the arm, an analyst told The Register. Headless 360 takes the Salesforce logic and data layers and presents them inside other applications the user might be operating, such as WhatsApp, Slack, ChatGPT, or Claude. During the call last week, Benioff said it had seen rapid adoption, including a fivefold increase in usage among customers at Anthropic. But it came with limitations. It lacked the enterprise-grade content layer to drive the customer facing digital experiences," Forrester principal analyst Chuck Gahun told The Register. Enterprise customers that wanted to build a marketing website around product listing and detail pages (powered by Salesforce B2B and B2C commerce), ended up relying on different software vendors. Now, Agentforce agents can query customer data, assemble and deliver content driven digital experiences that are dynamic." It is also another step to move users off of the Salesforce UI, while preserving its unique data and functions. Gahun said that the headless strategy transitions Salesforce's place in the enterprise from a keeper of CRM records and customer data into a system of action where APIs and MCP server calls are able to produce results for business users. Contentful was one of the strongest headless CMS vendors, with an API-first founding architectural principle. All content management and delivery platform capabilities were accessible via high-fidelity APIs, including an app framework to build, package and distribute frontend and backend apps that are customizable," Gahun told The Register. Salesforce has been on a buying spree with the purchases of Convergence AI, Bluebirds, Regrello, Informatica, Qualified, Cimulate, and Momentum, all announced or closed within the last year. President and chief operating and financial officer Robin Washington told analysts in September that Salesforce has no plans to slow down M&A. If we see other things out there that make sense, we're going to buy them," she said. Gahun has been covering Contentful as a content management system for nearly four years. He said with Salesforce adding Contentful as the digital experience layer on top and with Informatica's customer and enterprise data, it has the potential to unlock better digital and customer experiences for Salesforce. As digital content begins driving context for agents and answer engines, Salesforce now has a unique seat at that business logic table: powered by context, content, and data - flowing through its next gen enterprise agentic SaaS platform," he said. The acquisition of Contentful is expected to close later this year, subject to regulatory conditions. Salesforce has not publicly disclosed the purchase price of Contentful. A spokesperson told The Register that it had no comment beyond its statement when asked for more information about the deal. In its statement, Salesforce said Contentful is trusted by 4,800 customers worldwide and gives users a single content layer across email, mobile and web for any use case. Together, Agentforce and Contentful will move enterprises from static, channel-specific content to dynamic content orchestration - assembling 1:1 experiences at scale based on context, channel, language, and business rules," Salesforce said. (R)