For over a decade, ExactTarget has offered a comprehensive set of APIs that enable our customers to automate their email campaigns and seamlessly integrate their marketing, analytics, and other business software. Join us as we introduce core Marketing Cloud concepts, including the importance of permission and the value of relevancy, as well as the core technologies that make up the ExactTarget platform, including lists, data extensions, and AMPscript.

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" => "myemail@mycompany.com",
"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();

28. 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" => "myemail@mycompany.com",
"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();

29. 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" => "myemail@mycompany.com",
"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
myemail@mycompany.com
$subscriber = new ET_Subscriber();
$subscriber->authStub = $myclient;
$subscriber->props = array("SubscriberKey" => "12332432",
"EmailAddress" => "myemail@mycompany.com",
"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);

32. 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);

33. 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 = "myemail@mycompany.com",
subscriberKey = "12332432”,
promoCode = "f02020ddE"
}
};
SendReturn results = ts.Send();

38. 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 = "myemail@mycompany.com",
subscriberKey = "12332432”,
promoCode = "f02020ddE"
}
};
SendReturn results = ts.Send();

39. 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 = "myemail@mycompany.com",
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" }"
}

48. 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" }"
}

49. 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" }"
}

50. 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"
}

54. 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"
}

55. 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"
}

56. 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"
}

57. 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