Last month, I attended my first ExactTarget Connections conference in Indianapolis. What a fantastic event! From a town hall meeting hosted by Salesforce.com’s Marc Benioff and ExactTarget CEO Scott Dorsey and inspiring keynotes by Good to Great author Jim Collins and former Secretary of State Condoleezza Rice to networking with 5K+ marketers and an unforgettable private concert with Imagine Dragons and the Avett Brothers, Connections was top-notch from start to finish.
Two other highlights for me were both related to ReadyTalk’s new integration between our webinar platform and ExactTarget …
Intro to HubExchange Session
Ian Murdock, ExactTarget’s VP of Platform, took to the main stage to introduce the crowd to HubExchange – ExactTarget’s new app marketplace. I had the opportunity to join him on stage to discuss ReadyTalk’s integration and our partnership with ExactTarget. One of the questions Ian asked me during our conversation was about the depth of the ReadyTalk integration with ExactTarget and why I believe robust integration is important. For those of you who have read my previous posts on partnerships and integration, you’ll know that this is a topic that is near and dear to my heart.
Sometimes, companies treat integration as a "check in the box" – they do the bare minimum to be able to say they integrate with Product X. At ReadyTalk, we approach integration differently:
- We want to build solutions that solve real problems for real users
- We dig in to understand users' current pain points and desired workflow
- We build integrations that allow users to leverage the strengths of each application
We took the same approach with our ExactTarget integration. Our goal was to allow marketers to leverage ExactTarget's customizability, deliverability, and advanced reporting features for their webinar-related communications while using ReadyTalk to conduct the live webinar and capture valuable behavioral data. Luckily, ExactTarget exposes a lot of their platform via APIs, so this gave us what we needed to build a robust integration right out of the gate. We were able to tie into a number of areas in the ExactTarget platform, including Contacts, Emails, Landing Pages, Calendar, and more.
And this leads me to my second highlight from Connections …
HubExchange FUEL Award
During a Partner luncheon at Connections, ExactTarget announced the winners of a variety of partner awards, including three new awards for HubExchange partners. ReadyTalk was thrilled to win the inaugural HubExchange FUEL Award, presented to the HubExchange partner with the integration that best leverages the functionality that the ExactTarget platform and APIs have to offer.
The fact that our application stood out in a field of 60+ integrated HubExchange applications reinforces the value of building integrations that serve end users and leverage the strengths of both platforms vs. settling for a simple “check in the box.”
At ReadyTalk, we're committed to continuing to integrate web conferencing and webinar data with other applications to solve real-world problems. What other integrations would make your life easier?