Customer Roundtable: Why API Integration Matters

By Lauren Jagels in Enterprise Integration, SaaS Integration Posted Feb 18, 2019

Last week we hosted an insightful roundtable dinner with of few of our customers at Morton's Steakhouse in San Jose, CA. Our fearless leader CEO, Mark Geene, posed a few questions to the group on what are the drivers of integration, why they connect to an ecosystem of applications, and what are their integration goals. Here's a look into why integration matters for three of our customers. 

Maggie Taylor, Director of Operations and Data Protection Officer at KickFire:
“Three years ago we pivoted to open our API. A lot of companies use us directly to plug in. The focus has been to take our data and to not have to adopt a whole new process flow, take really powerful data into a place and at the same time not have to pull developers off of their projects for when there are API updates. We enable them to build to one so they can build to many. Strategy is not to be the platform, we don’t want the data in the CSV, we want it where they are working.”

KickFire is the leader in cloud-based B2B sales automation and IP address intelligence. The KickFire solutions are powered by TWIN Caching, an advanced, proprietary IP-to-company identification technology. TWIN Caching systematically caches and analyzes nearly four billion IP addresses, going beyond traditional IP association to uncover last-mile connectivity ownership. KickFire’s complete suite of solutions enables companies to tap into their website’s invisible pipeline and transform anonymous visitors into actionable sales opportunities. KickFire | B2B Sales Automation 

Sean Kester, VP of Product Strategy at SalesLoft:
“Our users are spending more time in SalesLoft than any other application. So, we either have to do everything great for them or we have to integrate to all of the different endpoints, and I think integrating into things is going to make things better. We give them the workspace, with every single thing is in that workspace. In this way our customers don’t have to go into LinkedIn or SalesForce and that makes our users more engaged and our product stickier.

We have about five customers within the SAP 'caliber' and they need new, more complex integrations which led us to partner with Cloud Elements. The internal though is 'how do we scale to another CRM without doing the whole go to market effort.' We want all of our customers to have a one stop shop when they're working within SalesLoft. We want to create a better experience for our customers' customer and that is critical to our strategic objectives. We are not going to do everything but there are categories adjacent to us, where we want to integrate with everything. We don’t want to spend any engineering efforts on integration, we want to focus on our core product."

SalesLoft is the leading sales engagement platform, helping sales organizations to deliver a better sales experience for their customers. More than 2,000 customers use the company’s category-leading sales engagement platform to engage in more relevant, authentic, and sincere ways, including Square, MuleSoft, Alteryx, and Dell.  SalesLoft | Sales Engagement Platform

We don’t want to spend any engineering efforts on integration, we want to focus on our core product.

-Sean Kester, VP of Product Strategy at SalesLoft


Andy Higgs, CPO and Co-Founder at Akroo:
“Partnering with Cloud Elements has allowed us to build and deploy integrations quickly, which is a crucial, important challenge for us. The use of batch scanning is really prolific. We are investing in more effort to integrate this contact data from the endpoint providers. Understanding what best practices are, we love that we don’t have to think about the integration and about the API changes."

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For more inspiring stories on how integration is helping software companies and enterprises solve real business challenges, check out our customer stories below. 

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