An Application Programming Interface (API) allows different software systems to communicate and share data seamlessly. In B2B marketing, APIs underpin everything from CRM synchronisation and lead routing to intent data integration and analytics reporting.
APIs reduce manual work by automating data exchange between platforms, such as HubSpot and Salesforce, as well as third-party syndication partners. This ensures consistent, real-time data flow, which is critical for campaign accuracy, attribution, and compliance.
For operations and RevOps teams, APIs are the backbone of scalable marketing infrastructure. They enable integration across ad platforms and automation tools, allowing marketers to build more connected, insight-driven ecosystems that support personalised engagement at scale.
