0
OEM ExactTarget With The
Embedded Partner Program
Dale McCrory, ExactTarget, Principal Product Manager, Fuel Platform
goog...
Safe harbor
Safe harbor statement under the Private Securities Litigation Reform Act of 1995:
This presentation may contai...
ExactTarget Marketing Cloud
As a customer, you can automate entire marketing campaigns,
customize the ExactTarget applicat...
ExactTarget Fuel as part of Salesforce1
• Send email, SMS and push messages.
• Personalize messages using data and content...
Customer touchpoints for ISV developers
Principle #1
Every email, every message, and every notification should be
thought ...
Customer touchpoints for ISV developers
Principle #2
Highly-targeted, relevant communication is as much a technology
probl...
Customer touchpoints for ISV developer
Principle #3
Strong outbound messaging differentiates your product from
others prod...
Embedded Demo
Decade in the platform business
•

First API launched in 2002

•

Continued / consistent investment
in our platform over t...
Embedded Partner Program
ExactTarget’s Embedded Partner
Program enables Independent Software
Vendors (ISVs) and service pr...
Fuel Platform
Fuel SDKs
• Native support for major
languages and frameworks
• Greatly simplifies integration
with ExactTarget
• Faster t...
Fuel Cloud Editor
Features & benefits: Multi-tenancy
• Supports thousands of tenants
▪ We can scale to meet any
need

Your
Company
Your
Cust...
Features & benefits: Interoperability
• Supports thousands of tenants
• Utilize your own customer
identifiers
▪ Makes it e...
Features & benefits: Isolation
• Supports thousands of
subaccounts
• Utilize your own customer
identifiers
• Isolated deli...
Features & benefits: Data isolation
• Supports thousands of tenants
• Utilize your own customer identifiers
• Isolated del...
Features & benefits: Personalization
• Supports thousands of tenants

Health
Care ISV

• Utilize your own customer identif...
Features & benefits: Tracking
• Supports thousands of tenants

Health
Care ISV

• Utilize your own customer identifiers
• ...
Where We Are Going
Cross-Channel Messaging
•

Message across multiple
channels (email, mobile, web)

Health
Care ISV
Dear Johnny,

Hospital
A...
Cross-Channel Tracking
•

Message across multiple
channels (email, mobile, web)

•

Retrieve tracking data to
measure inte...
eVariant
Customer Story
About eVariant
HeathConnect is an easy-to-use and versatile platform that…
• Provides all points of data
• Integrates data...
Verticalizing an OEM/CRM Platform
CRM as a platform does not embed a fully functional
outbound communication engine by def...
Our Solution

eVariant has custom infrastructure AND

Force.com
for UI/UX &
Authentication

Canvas
for everything else
Step 1 – List building
Step 2 – Storing lists and campaigns
Step 3 – Email wizard
ExactTarget Cloud Editor
Selecting a List – IBM Netezza

Access saved
queries from
IBM Netezza
Selecting a List – Campaign Tactic Members

Or select
from existing
tactic member
lists
Campaign Analysis
Match
Campaign Members
to Procedures
and Visits
Uncover Clinical
and Financial
Attribution
Track ROI
& M...
Cloud Editor Demo
ISVs and ExactTarget Marketing Cloud
Embedded Spectrum
Full Service – Involves people as part of the process.
Self-service – Fully automated provisioning/setup...
Learning More…
Partner Program Interest

fuelinterest@exacttarget.com
Developer Resources

code.exacttarget.com
Dreamforce Developer Edition

code.exacttarget.com/hackathon-dreamforce
@Dreamforce

Chapter 24
INNOVATE!!
!
Dale McCrory
ExactTarget
Principal Product Manager, Fuel Platform
google.com/+DaleMcCrory
OEM ExactTarget With the Embedded Partner Program
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OEM ExactTarget With the Embedded Partner Program

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Since 2007, ExactTarget has offered the Embedded Partner Program, which enables partners to OEM our technology in vertically-tailored solutions. Join us as we provide an overview of the Embedded Partner Program and the technology behind the scenes that makes it possible. We'll also show how we're making it even easier for our Embedded partners to build world-class marketing solutions using the Fuel Cloud Editor, the ExactTarget Fuel Platform's highly configurable, extensible, and easy to use content editor.

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Transcript of "OEM ExactTarget With the Embedded Partner Program"

  1. 1. OEM ExactTarget With The Embedded Partner Program Dale McCrory, ExactTarget, Principal Product Manager, Fuel Platform google.com/+DaleMcCrory
  2. 2. Safe harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
  3. 3. ExactTarget Marketing Cloud As a customer, you can automate entire marketing campaigns, customize the ExactTarget application to your specific needs, or integrate ExactTarget with a variety of CRM, analytics, and other business software. As a partner, you can build or extend marketing applications and take those applications to market with ExactTarget via one of our platform-related partner programs. As a developer, the possibilities are endless.
  4. 4. ExactTarget Fuel as part of Salesforce1 • Send email, SMS and push messages. • Personalize messages using data and content scripting. • Measure interaction and engagement (email opens & clicks, etc.). • Build and sell apps that extend the Marketing Cloud.
  5. 5. Customer touchpoints for ISV developers Principle #1 Every email, every message, and every notification should be thought of as a customer touchpoint -- an opportunity to influence your customer’s customers and prospects.
  6. 6. Customer touchpoints for ISV developers Principle #2 Highly-targeted, relevant communication is as much a technology problem as it is a marketer's dilemma. Build for your buyer and user personas.
  7. 7. Customer touchpoints for ISV developer Principle #3 Strong outbound messaging differentiates your product from others products.
  8. 8. Embedded Demo
  9. 9. Decade in the platform business • First API launched in 2002 • Continued / consistent investment in our platform over the past decade (APIs, dynamic content scripting) • Embedded Partner Program: enables partners to OEM our technology in vertically tailored solutions (since 2007)
  10. 10. Embedded Partner Program ExactTarget’s Embedded Partner Program enables Independent Software Vendors (ISVs) and service providers to easily embed ExactTarget technology into their own products without the cost of complexity of managing their own messaging infrastructure
  11. 11. Fuel Platform
  12. 12. Fuel SDKs • Native support for major languages and frameworks • Greatly simplifies integration with ExactTarget • Faster time to market with lower cost • Bridges SOAP and REST APIs, giving you easy access to all capabilities • Encapsulates best practices
  13. 13. Fuel Cloud Editor
  14. 14. Features & benefits: Multi-tenancy • Supports thousands of tenants ▪ We can scale to meet any need Your Company Your Customer Your Customer Your Customer …
  15. 15. Features & benefits: Interoperability • Supports thousands of tenants • Utilize your own customer identifiers ▪ Makes it easy to link data across multiple systems Your Company Your Customer ID: 123 CustomerKey: ABC Your Customer ID: 456 CustomerKey: DEF Your Customer ID: 789 CustomerKey: GHI …
  16. 16. Features & benefits: Isolation • Supports thousands of subaccounts • Utilize your own customer identifiers • Isolated deliverability between subaccounts • Limit the impact of a bad actor Your Company Your Customer IP: Sending 123.123.123.1 Your Customer IP: Sending 123.123.123.2 Your Customer IP: Sending 123.123.123.3 …
  17. 17. Features & benefits: Data isolation • Supports thousands of tenants • Utilize your own customer identifiers • Isolated deliverability between tenants • Isolated data between tenants • Subscribers can have different statuses, attributes, etc. Health Care ISV Hospital John Doe A jdoe@example. com Hospital Subscribed Status: Lists: Doctors B Preferred Name: Johnny Hospital John Doe C jdoe@example. com … Status: Subscribed Lists: Patients Preferred Name: John
  18. 18. Features & benefits: Personalization • Supports thousands of tenants Health Care ISV • Utilize your own customer identifiers • Isolated deliverability between tenants • Isolated data between tenants • Use data and content for personalization Dear Johnny, Hospital A Your 401(k) statement for Hospital May is now available B on the company intranet… Dear John, Hospital C This is a reminder that your next appointment … is Tuesday, June 4th... John Doe jdoe@example. com Status: Subscribed Lists: Doctors Preferred Name: Johnny John Doe jdoe@example. com Status: Subscribed Lists: Patients Preferred Name: John
  19. 19. Features & benefits: Tracking • Supports thousands of tenants Health Care ISV • Utilize your own customer identifiers • Isolated deliverability between tenants • Isolated data between tenants • Use data and content for personalization • Retrieve tracking data to measure interaction Dear Johnny, Hospital A Your 401(k) statement for Hospital May is now available B on the company intranet… Dear John, Hospital C This is a reminder that your next appointment … is Tuesday, June 4th... Opens Clicks Unsubscribe s Bounces … Opens Clicks Unsubscribe s Bounces …
  20. 20. Where We Are Going
  21. 21. Cross-Channel Messaging • Message across multiple channels (email, mobile, web) Health Care ISV Dear Johnny, Hospital A Your 401(k) statement for Hospital May is now available B on the company intranet… Hospital C … John Doe jdoe@example. com Status: Subscribed Lists: Doctors Preferred Name: Johnny John Doe jdoe@example. com Status: Subscribed Lists: Patients Preferred Name: John
  22. 22. Cross-Channel Tracking • Message across multiple channels (email, mobile, web) • Retrieve tracking data to measure interaction Health Care ISV Dear Johnny, Hospital A Your 401(k) statement for Hospital May is now available B on the company intranet… Hospital C … Opens Clicks Unsubscribe s Bounces … Deliverie s …
  23. 23. eVariant Customer Story
  24. 24. About eVariant HeathConnect is an easy-to-use and versatile platform that… • Provides all points of data • Integrates data • Delivers information immediately • Connects the right patients to the right services • Aligns communication with physicians Customers include large and small hospitals as well as integrated delivery networks.
  25. 25. Verticalizing an OEM/CRM Platform CRM as a platform does not embed a fully functional outbound communication engine by default The problem with integrating several OEM partners: ⟩ Multiple vendors ⟩ Multiple interfaces ⟩ Disparate reporting functions
  26. 26. Our Solution eVariant has custom infrastructure AND Force.com for UI/UX & Authentication Canvas for everything else
  27. 27. Step 1 – List building
  28. 28. Step 2 – Storing lists and campaigns
  29. 29. Step 3 – Email wizard
  30. 30. ExactTarget Cloud Editor
  31. 31. Selecting a List – IBM Netezza Access saved queries from IBM Netezza
  32. 32. Selecting a List – Campaign Tactic Members Or select from existing tactic member lists
  33. 33. Campaign Analysis Match Campaign Members to Procedures and Visits Uncover Clinical and Financial Attribution Track ROI & More
  34. 34. Cloud Editor Demo
  35. 35. ISVs and ExactTarget Marketing Cloud
  36. 36. Embedded Spectrum Full Service – Involves people as part of the process. Self-service – Fully automated provisioning/setup. OEM Spectrum Full Ser vi ce Sel fSer vice
  37. 37. Learning More…
  38. 38. Partner Program Interest fuelinterest@exacttarget.com
  39. 39. Developer Resources code.exacttarget.com
  40. 40. Dreamforce Developer Edition code.exacttarget.com/hackathon-dreamforce
  41. 41. @Dreamforce Chapter 24
  42. 42. INNOVATE!! !
  43. 43. Dale McCrory ExactTarget Principal Product Manager, Fuel Platform google.com/+DaleMcCrory
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