Departments in B2B companies undergoing change . API management in such as marketing, are required to bring digital solutions and services to market quickly, flexibly and cost-effectively. Turning to your own IT department to do this is unlikely to be successful. This is because the IT department must ensure that the existing systems are secure . API management in scalable and highly available. An API management platform shows its strengths in the area of tension between marketing and IT.
B2B marketing needs
Current and consistent data at each accurate mobile phone number list touchpoint to optimally meet customer needs
- Marketing data comes from various systems that can be efficiently linked via an API management platform
- An API management platform simplifies . API management in data maintenance and opens up new services, such as individual customer solutions and self-services
- An API management platform allows data adjustments to be made automatically and data to be delivered precisely to the target system
- An API management platform not only relieves the burden on corporate IT, but is also indispensable as a sustainable investment in the digital future
B2B marketing without IT – that is unimaginable today. What B2B marketing needs is data from a wide variety of systems: from ERP solutions and to take your business to the next level Sharepoint to CRM and CMS systems and PIM, MAM, DAM and video management tools. In order to meet the needs of digitally savvy consumers, the data stored in them must flow as smoothly as possible into the respective digital channels and touchpoints.
Many systems = many interfaces
In a classic point-to-point architecture, source systems and digital solutions are directly linked via interfaces (APIs). With ten systems, this results in 90 individual connections that must be implemented and managed mutually. With 20 systems, this is already 380 connections. This is time-consuming, inefficient and . API management in above all, error-prone.
Data protection is a priority
The majority of systems in which departments in B2B companies store marketing-relevant data are designed for internal use. If external users access america email list digital products and services, things become critical: The information is subject to high data protection requirements, as is the case with sensitive customer data in the CRM system, for example. This is where an API management platform comes into play.
Efficiently connect systems and digital applications
The API management platform links the existing systems with the target systems. Unlike point-to-point, only one API needs to be developed and integrated per system. Once it has been defined and configured, there is a mutual exchange between the systems. The API also remains valid if the system landscape changes. All other processes can be mapped via the platform.
Provide consistent data at each touchpoint
An API management platform simplifies data maintenance. B2B marketing no longer holds the information itself, but instead uses the platform to access the source systems in which data is always up-to-date and consistent. This reduces the risk of communicating outdated information.