Programming the ExactTarget Marketing Cloud

1. Programming the ExactTarget Marketing Cloud 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 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. 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 apps that extend the Marketing Cloud.

5. The Marketing and Development Mindmeld

6. Customer touchpoints for developers Principle #1 Every email, every message, and every notification should be thought of as a customer touchpoint -- an opportunity to influence your customers and prospects.

7. Customer touchpoints for developers Principle #2 Highly-targeted, relevant communication is as much a technology problem as it is a marketer's dilemma.

8. Data drives relevancy

9. Customer events improve relevancy

10. Customer events improve relevancy

11. Permission, permission, permission

12. Customer touchpoint innovation

19. Key Fuel system objects for email sending

20. Marketing Cloud Fuel Objects mapped to Force.com Marketing Cloud Fuel Force.com Lists CRM Campaigns or Reports Data Extensions Objects Contacts (Subscribers) CRM Contacts List Subscription CRM CampaignMembers Data Extension Fields / Subscriber Attributes Data Extension Keys Object Fields Marketing Events CRM Contact Activities Relationships

21. A “Super” Example

25. Free pizza for guessing the coin toss

26. Free pizza for guessing the coin toss Visualization of saving a subscriber and a data extension Enroll RewardsMember Demographic Data • Rewards Member ID • First Name • Last Name • Zip Code Marketing List Vote CoinToss Data Extension Event Data • Rewards Member ID • TossVote

27. Enrolling a new Rewards Members SubscriberKey EmailAddress First Name Last Name RegisteredDate $subscriber = new ET_Subscriber(); $subscriber->authStub = $myclient; $subscriber->props = array("SubscriberKey" => "12332432", "EmailAddress" => "[email protected]", "Lists" => array("ID" => $listID)); $subscriber->props['Attributes'] = array( array('Name' => 'First Name', 'Value' => 'John'), array('Name' => 'Last Name', 'Value' => 'Smith'), array('Name' => 'RegisteredDate', 'Value' => '12/01/2013 1:00pm’)); $postResponse = $subscriber->post();

30. Enrolling a new Rewards Members SubscriberKey EmailAddress First Name Last Name RegisteredDate 12332432 John Smith 12/01/2013 1:00pm [email protected] $subscriber = new ET_Subscriber(); $subscriber->authStub = $myclient; $subscriber->props = array("SubscriberKey" => "12332432", "EmailAddress" => "[email protected]", "Lists" => array("ID" => $listID)); $subscriber->props['Attributes'] = array( array('Name' => 'First Name', 'Value' => 'John'), array('Name' => 'Last Name', 'Value' => 'Smith'), array('Name' => 'RegisteredDate', 'Value' => '12/01/2013 1:00pm’)); $postResponse = $subscriber->post();

31. Storing the Rewards Member Vote event memberId tossVote $postDRRow = new ET_DataExtension_Row(); $postDRRow->authStub = $myclient; $postDRRow->Name = "CoinToss"; $postDRRow->props = array( ”memberId" => "12332432", "tossVote" => "heads” ); $postResponse = $postDRRow->post(); print_r($postResponse);

34. Storing the Rewards Member Vote event memberId tossVote 12332432 heads $postDRRow = new ET_DataExtension_Row(); $postDRRow->authStub = $myclient; $postDRRow->Name = "CoinToss"; $postDRRow->props = array( ”memberId" => "12332432", "tossVote" => "heads” ); $postResponse = $postDRRow->post(); print_r($postResponse); SubscriberKey memberId

36. Email code to myself Event TriggeredSend Email API Call CodeRequest CoinToss Send-Time Data in a Data Extension or Subscriber Attribute Data Extension RewardsMember Subscriber Attributes

37. Email code to myself: Triggered send event Event: Trigger an email send and add personalization data ET_TriggeredSend ts = new ET_TriggeredSend(); ts.AuthStub = $myclient; ts.CustomerKey = "PromoCode"; ts.Subscribers = new ET_Subscriber[] { new ET_Subscriber() { emailAddress = "[email protected]", subscriberKey = "12332432”, promoCode = "f02020ddE" } }; SendReturn results = ts.Send();

40. Email code to myself: Email personalization Substitution String and AMPScript in an Email Template Rendered Email Dear %%First Name%% %%Last Name%%, Dear John Smith, Your promo code for free pizza is: %%PromoCode%% Your promo code for free pizza is: f02020ddE Thanks for voting: %%=Lookup(“CoinToss”,”tossVote”,“memberId”,_subscriberKey)=%% Thanks for voting: Heads

41. Email code to myself: Email personalization Substitution String and AMPScript in an Email Template Rendered Email Dear %%First Name%% %%Last Name%%, Dear John Smith, Your promo code for free pizza is: %%PromoCode%% Your promo code for free pizza is: f02020ddE Thanks for voting: %%=Lookup(“CoinToss”,”tossVote”,“memberId”,_subscriberKey)=%% Thanks for voting: Heads

42. Email code to myself: Email personalization Substitution String and AMPScript in an Email Template Rendered Email Dear %%First Name%% %%Last Name%%, Dear John Smith, Your promo code for free pizza is: %%PromoCode%% Your promo code for free pizza is: f02020ddE Thanks for voting: %%=Lookup(“CoinToss”,”tossVote”,“memberId”,_subscriberKey)=%% Thanks for voting: Heads Data Source #1: Marketing List by Subscriber Key

43. Email code to myself: Email personalization Substitution String and AMPScript in an Email Template Rendered Email Dear %%First Name%% %%Last Name%%, Dear John Smith, Your promo code for free pizza is: %%PromoCode%% Your promo code for free pizza is: f02020ddE Thanks for voting: %%=Lookup(“CoinToss”,”tossVote”,“memberId”,_subscriberKey)=%% Thanks for voting: Heads Data Source #1: Marketing List by Subscriber Key Data Source #2: Transactional Send Data

44. Email code to myself: Email personalization Substitution String and AMPScript in an Email Template Rendered Email Dear %%First Name%% %%Last Name%%, Dear John Smith, Your promo code for free pizza is: %%PromoCode%% Your promo code for free pizza is: f02020ddE Thanks for voting: %%=Lookup(“CoinToss”,”tossVote”,“memberId”,_subscriberKey)=%% Thanks for voting: Heads Data Source #1: Marketing List by Subscriber Key Data Source #2: Transactional Send Data Data Source #3: Voting Data by SubscriberKey

45. Mobile Messaging with Push Notifications

46. Using push messaging as a customer touchpoint

47. Using push messaging as a customer touchpoint POST https://www.exacttargetapis.com/push/v1/messageTag/OEl8ODow/send Authorization: Bearer exampletoken1 Content-Type: application/json { "InclusionTags": [ "Salesforce", "ExactTarget" ], "ExclusionTags": [ "Competitors" ], "Override": true, "MessageText": "Cloudy with a Chance of Customers - Now playing!", "Sound": "lightning.caf", "Badge": "+1", "OpenDirect": "OD01", "CustomPayload": "{ "availableSeats": "2 billion" }" }

51. Mobile Messaging with SMS

52. Using SMS messaging as a customer touchpoint

53. Using SMS messaging as a customer touchpoint POST https://www.exacttargetapis.com/sms/v1/messageContact/MzA6Nzg6MA/send Authorization: Bearer exampletoken1 Content-Type: application/json { "mobileNumbers": [ "13175551212" ], "Subscribe": true, "keyword": "ALERTS", "messageText": "Text ALERTS to 12345 to receive new movie notifications via SMS.", "BlackoutWindow": { "UtcOffset": "-0500", "WindowStart": "1500", "WindowEnd": "2200" }, "SendTime": "2012-10-05 20:01" }

58. Learning More…

59. Developer Resources code.exacttarget.com

60. Dreamforce Developer Edition code.exacttarget.com

61. INNOVATE!! !

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

Programming the ExactTarget Marketing Cloud

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Programming the ExactTarget Marketing Cloud