Facebook adds new class of ‘strategic’ partners in PMD program

By Brittany Darwell Comment

Facebook today revealed a new level of its Preferred Marketing Developer program, naming Salesforce Marketing Cloud and 11 other companies as “Strategic PMDs.”

The news was announced today by Facebook VP of Marketing David Fischer at Salesforce’s Dreamforce conference. Adobe, AdParlor, Alchemy Social, Brand Networks, GraphEffect, Glow, Kenshoo, Nanigans, SocialCode, Spruce Media and 77 Agency are others in the program.

These partners, called sPMDs for short, will get access to Facebook alpha and beta products, as well as more support from Facebook’s business, product and engineering teams. Nanigans, for instance, now supports the Facebook Exchange and Sponsored Results ads. Salesforce today announced that it has integrated the new “custom audience” feature that allows companies to target people on Facebook by email address, phone number or user ID. These companies will also serve on Facebook’s’ PMD Executive Council and will be reevaluated every six months.

In April, Facebook launched the PMD program as a combination of its Preferred Developer Consultant and Marketing API programs to create a unified certification process for companies that build marketing tools on top of the Facebook platform. There are 331 total partners, according to the PMD directory. With that many companies involved, it can be difficult for Facebook to provide personalized support for each of them. We’ve noticed Facebook looking to hire a number of new employees to work with these and other partners in the PMD program. The company has open positions for partner managers in Dublin and Menlo Park, Calif., as well as a communications manager, sales liaison and a technical account manager focused on the Facebook Exchange.