OEM ExactTarget With the Embedded Partner Program

OEM ExactTarget With The Embedded Partner Program

Dale McCrory, ExactTarget, Principal Product Manager, Fuel Platformgoogle.com/+DaleMcCrory

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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.

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.

Customer touchpoints for ISV developers

Principle #1Every email, every message, and every notification should be

thought of as a customer touchpoint -- an opportunity to influence your customer’s customers and prospects.

Customer touchpoints for ISV developers

Principle #2Highly-targeted, relevant communication is as much a technology

problem as it is a marketer's dilemma. Build for your buyer and user personas.

Customer touchpoints for ISV developer

Principle #3Strong outbound messaging differentiates your product from

others products.

Embedded Demo

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)

Embedded Partner ProgramExactTarget’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

Fuel Platform

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

Fuel Cloud Editor

Features & benefits: Multi-tenancy• Supports thousands of tenants

▪ We can scale to meet any need

Your Company

Your Customer

Your Customer

Your Customer

…

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

Your Customer

Your Customer

…

ID: 123CustomerKey: ABC

ID: 456CustomerKey: DEF

ID: 789CustomerKey: GHI

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

Your Customer

Your Customer

…

Sending IP:123.123.123.1

Sending IP:123.123.123.2

Sending IP:123.123.123.3

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 A

Hospital B

Hospital C

…

John Doejdoe@example.

com

Status: SubscribedLists: Doctors

Preferred Name: Johnny

John Doejdoe@example.

com

Status: SubscribedLists: Patients

Preferred Name:John

John Doejdoe@example.

com

Status: SubscribedLists: Patients

Preferred Name:John

Features & benefits: Personalization• Supports thousands of tenants• Utilize your own customer identifiers• Isolated deliverability between

tenants• Isolated data between tenants• Use data and content for

personalization

Health Care ISV

Hospital A

Hospital B

Hospital C

…

John Doejdoe@example.

com

Status: SubscribedLists: Doctors

Preferred Name: Johnny

Dear Johnny,

Your 401(k) statement forMay is now availableon the company intranet…

Dear John,

This is a reminder thatyour next appointmentis Tuesday, June 4th...

Health Care ISV

Hospital A

Hospital B

Hospital C

…

Features & benefits: Tracking• Supports thousands of tenants• 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

OpensClicks

Unsubscribes

Bounces…

OpensClicks

Unsubscribes

Bounces…

Dear Johnny,

Your 401(k) statement forMay is now availableon the company intranet…

Dear John,

This is a reminder thatyour next appointmentis Tuesday, June 4th...

Where We Are Going

Cross-Channel Messaging• Message across multiple

channels (email, mobile, web)

John Doejdoe@example.

com

Status: SubscribedLists: Patients

Preferred Name:John

Health Care ISV

Hospital A

Hospital B

Hospital C

…

John Doejdoe@example.

com

Status: SubscribedLists: Doctors

Preferred Name: Johnny

Dear Johnny,

Your 401(k) statement forMay is now availableon the company intranet…

Cross-Channel Tracking• Message across multiple

channels (email, mobile, web)• Retrieve tracking data to

measure interaction

Health Care ISV

Hospital A

Hospital B

Hospital C

…

Dear Johnny,

Your 401(k) statement forMay is now availableon the company intranet…

OpensClicks

Unsubscribes

Bounces…

Deliveries…

eVariantCustomer Story

About eVariantHeathConnect 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 physiciansCustomers include large and small hospitals as well as integrated delivery networks.

CRM as a platform does not embed a fully functional outbound communication engine by default

Verticalizing an OEM/CRM Platform

The problem with integrating several OEM partners:

⟩ Multiple vendors

⟩ Multiple interfaces

⟩ Disparate reporting functions

Our Solution

eVariant has custom infrastructure AND

Force.com for UI/UX &

Authentication

Canvasfor 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

Uncover Clinical and Financial

AttributionTrack ROI

& More

MatchCampaign Members

to Procedures and Visits

Cloud Editor Demo

ISVs and ExactTarget Marketing Cloud

Embedded SpectrumFull Service – Involves people as part of the process.Self-service – Fully automated provisioning/setup.

OEM Spectrum

Full Service

Self-Service

Learning More…

Partner Program Interest

[email protected]

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