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Media Coverage

Date Coverage
Aug. 13, 2014 Owned Data, Paid Success

Data-onboarding is poised to revolutionize the digital marketing space. But you must have the appropriate rights to use "your" data in third-party channels in order to utilize the new trend of CRM retargeting. "Our customers have been asking us to help them apply what they know about their customers to their ad campaigns...And we see this as a way to help them better target their audience and transform the way brands advertise." - Peter Goodman, vice president Salesforce Marketing Cloud

Aug. 13, 2014 The CMO's Guide to Marketing Automation

You'd be forgiven for thinking "marketing automation" is an odd if not contradictory term. Until recently, those two words were rarely, if ever, mentioned in the same breath. The goal of marketing is to increase awareness for products and services, a mission often carried out via labor-intensive creative work. Meanwhile, automation is defined as making things happen with as little human intervention as possible. But the shift to online media opened the door for automation to trickle into the world of marketing. "It's about engaging customers on any channel or device with an orchestrated approach based on data," said Gordon Evans, VP-product marketing at's ExactTarget Marketing Cloud, which offers marketing-automation software.

Aug. 13, 2014 ExactTarget Unveils Features to Manage And Personalize Customer Engagement

The Salesforce ExactTarget Marketing Cloud announced three new features for its Journey Builder platform: Journey Maps, Journey Triggers and Journey Metrics. The new features are designed to help marketers manage and personalize customer engagement across multiple devices and channels. Journey Maps uses a drag-and-drop interface is positioned to give marketers easier control over mapping customer journeys via email, social, mobile and online. The interface also measures performance, while providing a holistic view of how customers interact with the brand.

Aug. 8, 2014 Kimpton Hotels Uses CRM to Confer Karma on Guests

Kimpton Karma takes advantage of some new features of the ExactTarget Marketing Cloud. On July 30, Salesforce launched a new version of its Journey Builder tool within the ExactTarget Marketing Cloud that lets marketers visualize the customer journey while setting actions based on "triggers," such as abandoned sites, abandoned shopping carts, browsing products, or behavior indicating a change in interests, or, as ExactTarget calls this, a change in propensity. Explains Woodson Martin, chief marketing officer (CMO) of Salesforce ExactTarget Marketing Cloud, "A marketer can configure the journey so that, if there is a propensity change, there is therefore an opportunity to offer something new."

Aug. 8, 2014 Sees Success With Textbook Email Practices

Charles Best founded in 2000 after serving as a public school teacher in the Bronx. Best would talk to his fellow teachers about the school supplies he needed or the field trips that he wanted to take his kids on that strapped resources just wouldn't allow. At the same time, he would attend charity events in New York without ever really knowing where his money went. As a result, Best founded with both the teacher and the donor in mind and built the brand based on a customer focus. “We need to give the best philanthropic experience on the Web,” Katie Bisbee, CMO of, said at the Salesforce ExactTarget Marketing Cloud Acquisition Anniversary Event in San Francisco.

Aug. 8, 2014 Salesforce ExactTarget revamps Journey Builder to help marketers track across channels, devices

"The future of marketing is the customer journey. Marketers need to understand the complete journey people have with their brand, and how to measure and optimize its impact on their business," said Scott McCorkle, CEO of Salesforce ExactTarget Marketing Cloud, in a statement. "With Journey Builder, marketers now have the ability to get a more complete view of their customers, identify where they are in the journey with their brand, optimize every point of interaction on that journey, and measure the impact of all customer communications."