ExactTarget: A Titan among ISV’s

Category : CRM, Dynamics
Date : September 4, 2007

All this week I’ll be highlighting some of the early adopters of Dynamics CRM “Titan”.  For your enjoyment, today I’m showcasing ExactTarget.  ExactTarget is more of a service than an ISV but today that’s what an ISV looks like.



Microsoft® Certified Partner ExactTarget is a leading provider of on-demand e-mail marketing solutions. The company believes that e-mail marketing is relevant only when driven by accurate customer data. “The more you know about your customers, the more relevant you can make your message,” explains Scott Thomas, Director of Partnerships for ExactTarget. “To have successful e-mail marketing campaigns, our clients need to create e-mail messages that are personalized and contain dynamic content. This information is stored in the customer databases.”

ExactTarget wanted to simplify how its clients link customer data to e-mail campaigns by creating a marketing tool that would integrate with ExactTarget clients’ most commonly used customer relationship management (CRM) software: Microsoft Dynamics™ CRM.

“We were excited to work with Microsoft Dynamics CRM ‘Titan’ for several reasons,” explains Peter McCormick, Co-founder and Vice President of Partnerships for ExactTarget. “Because we’re already a software-as-a-service (SaaS) provider, we thought Microsoft was making a great move in delivering a live version of Microsoft Dynamics CRM. We liked the integration of Windows® Workflow Foundation and how a single code base would support on-premise, partner-hosted, and Microsoft Dynamics Live CRM deployment.”

With Microsoft technology already well-embedded throughout the company, ExactTarget software developers quickly became familiar with the Microsoft Dynamics CRM business application platform. In ten months, a small team of developers created ExactTarget for Microsoft Dynamics CRM—an e-mail marketing solution that includes all the tools necessary to create, deliver, and track compelling e-mail messages that leverage customers’ lead, contact, and account data.

Check out the solution brief.