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Integration

B2B SaaS Integrations: Building Your Connected Stack

A tool stack is only as good as its integrations. Learn how to build a connected B2B SaaS stack where data flows seamlessly.

Why Integration Matters

Disconnected tools create data silos, manual work, and blind spots. Connected tools provide unified customer views, automated workflows, and better insights. Integration is not optional - it is essential.

Integration Approaches

  • Native integrations: Built-in connections between tools (best)
  • iPaaS (Zapier, Make): No-code automation between apps
  • CDP (Segment): Centralized data collection and distribution
  • Custom APIs: Direct integration via code
  • Reverse ETL (Hightouch): Warehouse to apps sync

Key Integration Patterns

CRM as the Hub

Most B2B stacks center on the CRM. Data from marketing, product, and support should flow into the CRM to create a complete customer record.

Email + Product + Payments

Your email tool should know what users do in your product and their payment status. Sequenzy's native integrations with Stripe, Paddle, and similar providers eliminate the need for complex webhook setups.

Marketing + Sales Alignment

Marketing engagement should inform sales prioritization. Sales feedback should improve marketing targeting. Integration makes this possible.

Choosing Integration-Friendly Tools

When evaluating tools, prioritize those with:

  • Native integrations with your existing stack
  • Well-documented APIs for custom work
  • Zapier/Make support for no-code options
  • Webhook support for real-time events