Indianapolis-based ExactTarget Inc. has agreed to a technology partnership with a Canadian company. The deal involves OpenText's (Nasdaq: OTEX) Digital Asset Management platform, which aims to improve delivery of video, animation and pictures. September 19, 2013

News Release

WATERLOO, Ontario – OpenText (NASDAQ: OTEX, TSX: OTC), the global leader in Enterprise Information Management (EIM), today announced that it has partnered with ExactTarget to develop and sell an integrated solution that will speed the flow of rich media to digital marketers for use in their omni-channel campaigns. Leveraging ExactTarget's industry-leading digital marketing platform and OpenText Digital Asset Management, part of the OpenText Customer Experience Management (CEM) suite, the offering will help solve a critical bottleneck for enterprises looking to deliver engaging and personalized experiences across all customer touch points. The new solution is being debuted at ExactTarget's Connections conference in Indianapolis.

According to, a user “looks for media 83 times a week, and fails 35 percent of the time. DAM reduces that failure to less than 5 percent.” With digital assets such as video, animation, and imagery being increasingly called upon to enhance communication and learning, DAM is becoming an organizational necessity. Recognized by Forrester as a leader in Digital Asset Management, and noted for its “impressive functionality and emerging CXM strategy,” OpenText will combine its media management strengths with ExactTarget's advanced digital marketing capabilities.

Bridging the gap between DAM and digital marketing, the partnership will help enable marketers to maximize time and budget while working to strengthen their brand through personalized communications and omni-channel experiences. The partnership with ExactTarget will support OpenText customers in reaching out to their prospects with creative messaging and a richer email marketing experience in an effort to increase connection and extend online engagement. ExactTarget customers will benefit from an image library that houses current and relevant rich media with on-demand access to reusable assets. Sophisticated search, taxonomy and retrieval capabilities will enhance the email marketing campaigns ExactTarget customers generate.

“We are pleased to welcome OpenText to ExactTarget's Partner Network,” said Ian Murdock, ExactTarget's vice president, platform and developer community. “Together with companies like OpenText, ExactTarget is transforming digital marketing, providing marketers around the world with a powerful platform and ecosystem of integrated applications to create customer experiences that build loyalty and drive results.”

“This is an exciting relationship. By expanding our partner ecosystem to include ExactTarget, we're creating a comprehensive CEM solution that strategic CIOs can leverage as part of the OpenText EIM strategy,” said Kevin Cochrane, OpenText CMO. “What separates us from the pack is that we're tapping into a broader audience to extend support beyond marketing to other lines of business. It is our goal to help personalize email communications with relevant, timely and rich media assets. I'll be speaking on this and what it takes to be a leader in technology as part of this morning's Marketing Technology Burst Presentations at ExactTarget's event, Connections 2013. I am excited about our joint opportunity and the great enthusiasm around the combined offering here at Connections.”

Connections 2013, the industry's premier digital marketing conference, is described as an educational and inspirational experience for the modern marketer. Taking place this week (September 16-19), at the Indiana Convention Center in Indianapolis, the three day event is hosting a number of keynotes and training sessions lead by industry trailblazers. OpenText, a platinum sponsor of the event, is onsite at the event to showcase its interactive Customer Experience Management lab and to demonstrate how OpenText CEM products enable digital marketing from creation to execution and distribution. Through these demonstrations, OpenText will illustrate what a CEM environment looks like and how it applies to the real world, improving collaboration, workflow and integration to boost productivity. OpenText Media Management, OpenText Customer Communications Management (CCM) and OpenText Web Experience Management (WEM) solutions comprise part of the OpenText Customer Experience Management (CEM) offering, one of five foundational pillars of OpenText's Enterprise Information Management (EIM) strategy. OpenText CEM helps businesses take customer engagement to the next level, creating rich and interactive omni-channel experiences that comply with information governance requirements.


The new solution will be available worldwide to all ExactTarget and OpenText CEM customers in Q1 Calendar Year 2014.

Learn more about OpenText EIM:

Read the blog of Mark Barrenechea, OpenText's CEO

OpenText EIM Resource Center offers the latest customer videos, whitepapers and more

Register to attend OpenText Enterprise World 2013 in Orlando, Florida, November 17-21

Connect with OpenText:

Twitter: @opentext



About OpenText

OpenText provides Enterprise Information Management software that helps companies of all sizes and industries to manage, secure and leverage their unstructured business information, either in their data center or in the cloud. Over 50,000 companies already use OpenText solutions to unleash the power of their information. To learn more about OpenText (NASDAQ: OTEX; TSX: OTC), please visit:

Source: Open Text Corp.

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