(Please note: This blog is an excerpted version of our guide. Get the full guide, “What are APIs and API Integrations for Non-Technical People,” here.)
As someone who works in revenue, marketing, or operations, you may have been hearing an awful lot about API integrations lately, and how they’re becoming more important to what you do.
So, what does “API integration” mean? Let’s start with the more obvious question:
An API, or “application programming interface,” is, according to Wikipedia:
“...A set of subroutine definitions, protocols, and tools for building application software. In general terms, it is a set of clearly defined methods of communication between various software components.”
...But what does this really mean?
Perhaps the easiest analogy to explain the API is, of all things, the way international shipping has changed over time. Prior to World War II, products were generally shipped as “break bulk” - loaded individually onto freight ships by squads of longshoremen.
However, after World War II, the way freight was shipped changed permanently once intermodal freight transport gave rise to standardized shipping practices. So long as a company’s wares fit inside a container of agreed-upon size at an agreed-upon maximum weight, they could be shipped anywhere in the world.
In the same way, APIs act as shipping vessels for software. While freight is shipped in vessels made of reusable steel, APIs for web services consist of all the interactions, or messages, passed to (requests) and from (responses) an application. APIs have grown massively in popularity - more than 16,000 are in use in the wild, with some estimates going as high as 50,000.
(Note: An API isn’t the same as a user interface, or UI, which is the front-end interface layered on top of software that lets you give your application various commands to get it to do what you want. UIs are what humans use to interact with software; APIs are what machines use.)
For web-based services (that businesses use for CRM, marketing platforms, etc.), the most popular and prevalent API is the REST API (pronounced “rest ay-pee-eye”), essentially the spiritual successor to SOAP (a mature API developed in the 1990s that uses XML for message formats, and may require an extensive XML framework to work with.)
70% of public APIs are REST APIs. REST APIs offer more flexibility, a gentler learning curve, and work directly from an HTTP URL rather than relying on XML.
At their simplest form, REST APIs for web services usually involve the following parties:
While there are many different flavors of software and many different flavors of server, REST APIs act as a standardized wrapper to help your API-enabled applications successfully communicate with online servers to make information requests.
The term API integration refers to how two or more applications can be connected to each other via their APIs to perform some joint function...using the API layer of two or more applications to make them talk to each other.
One of the most well-known API integration examples for marketing and revenue professionals is the Marketo -> Salesforce sync, which combines API integration between the two tools, and also adds an extra layer of automation - a trigger that automatically updates data in both applications in response to updates on one side for certain data types.
As Marketo itself explains, “The sync between Salesforce and Marketo is bidirectional only for leads, contacts, and Salesforce campaigns. In these cases, whenever you make changes in either Salesforce or Marketo, your updates will be reflected in both systems.”
For the Marketo -> Salesforce sync, the value should be obvious. Having each application properly connected so you can push any updated data from one to the other is obviously helpful. But it’s more than that. In this case, API integration + automation also ensures data integrity across your stack without having to worry about versioning issues.
In theory, the out-of-the-box API integrations that come with your different software applications solve all your problems as you continue to use these various apps for marketing, sales, and revenue projects. In the real world, you know that one-size-fits-all solutions rarely cover everything. You and your team have challenges and use cases that are unique to you.
There’s also another challenge here: Your tech stack probably isn’t just Salesforce and Marketo. For instance, if you work in marketing, your tech stack may include any of 5,000+ applications.
And while the vast majority of modern business applications do have APIs so business users can use them, sadly, very few of them offer customizable, native integrations to the other 4,999 tools. This means that getting all your applications to talk to each other the way you need them to isn’t really something that happens automatically.
Realistically, you’ll be looking at stoppages as apps de-sync, lead data gets lost or duplicated, and you experience all those other issues you’ve come to expect. Trying to get your data to sync up usually requires error-prone manual work, jury-rigged workarounds, or filing a ticket for IT support.
Thankfully, there’s an alternative. A la carte API integrations are generally the domain of middleware integration tools built to tie together different software applications. These run the gamut from simple, point-to-point connectors (the features that literally connect one software application to another) for small businesses all the way to behemoth enterprise software suites.
You’ll typically find two classes of middleware integration tools on the market:
There are also additional points to consider if you decide to pursue a middleware integration tool:
How will you integrate more than 6,000 applications for marketing alone? Click to enlarge the MarTech 5000 supergraphic.
Fortunately, there’s an even better alternative to the limitations of conventional middleware to perform API integrations that are seamless and customized to your specific needs: a General Automation Platform (GAP).
A GAP handles all your API integration needs across your stack by creating workflows (connected lists of tasks across your stack that a GAP fully automates) that are flexible enough to perform any business task you need, and are accessible enough to let you build them with no coding required.
A GAP has the following capabilities:
API integrations connect the different components of your tech stack to make them talk to each other and pass data seamlessly.
They’re also important because building automated workflows of different applications that have been integrated via API can get rid of time-consuming manual labor, and also seamlessly transfer data that might otherwise require manual input and incur versioning issues, and enable you to do more of the important work you need to, faster.