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.

1. OEM ExactTarget With The
Embedded Partner Program
Dale McCrory, ExactTarget, Principal Product Manager, Fuel Platform
google.com/+DaleMcCrory

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
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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. 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. 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. 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. 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. Customer touchpoints for ISV developer
Principle #3
Strong outbound messaging differentiates your product from
others products.

8. Embedded Demo

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. 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. Fuel Platform

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. Fuel Cloud Editor

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. 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. 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. 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. 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. 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. Where We Are Going

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. 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. eVariant
Customer Story

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. 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. Our Solution
eVariant has custom infrastructure AND
Force.com
for UI/UX &
Authentication
Canvas
for everything else

27. Step 1 – List building

28. Step 2 – Storing lists and campaigns

29. Step 3 – Email wizard

30. ExactTarget Cloud Editor

31. Selecting a List – IBM Netezza
Access saved
queries from
IBM Netezza

32. Selecting a List – Campaign Tactic Members
Or select
from existing
tactic member
lists

33. Campaign Analysis
Match
Campaign Members
to Procedures
and Visits
Uncover Clinical
and Financial
Attribution
Track ROI
& More

34. Cloud Editor Demo

35. ISVs and ExactTarget Marketing Cloud

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. Learning More…

38. Partner Program Interest
fuelinterest@exacttarget.com

39. Developer Resources
code.exacttarget.com

40. Dreamforce Developer Edition
code.exacttarget.com/hackathon-dreamforce

41. @Dreamforce
Chapter 24

42. INNOVATE!!
!

43. Dale McCrory
ExactTarget
Principal Product Manager, Fuel Platform
google.com/+DaleMcCrory