In the world of B2B, customer experience is everything. In fact, 80% of B2B buyers say they expect a buying experience like that of a B2C customer.[^1] To meet these sky-high expectations, businesses must leverage the right tools and technologies. Enter app integrations.
By connecting your core systems like your CRM, marketing automation platform, and customer support software, you can gain a unified view of each customer interaction. This empowers teams across your org to deliver personalized, contextual experiences that delight buyers and drive growth.
But with so many apps out there, which ones should you prioritize? Below, we‘ve rounded up 17 top app integrations for enhancing B2B customer experience in 2023, organized by key use case. Plus, get expert tips on building an integration strategy that scales.
Marketing App Integrations
1. HubSpot CRM + Marketo
Supercharge your lead nurturing by combining HubSpot‘s robust CRM with Marketo‘s advanced marketing automation capabilities. With bi-directional sync, you can personalize campaigns based on CRM data, while funneling marketing engagement data to sales. The result? More targeted, impactful marketing that drives conversions.
| Key Benefits |
|---|
| – Personalize marketing campaigns based on CRM data |
| – Surface marketing engagement insights to sales |
| – Automate lead handoff between marketing and sales |
2. Mixpanel + Mailchimp
Want to deliver hyper-relevant email campaigns? Integrate Mixpanel‘s product analytics with Mailchimp to trigger targeted messages based on a user‘s in-app behavior. For example, if a user‘s engagement drops, you can automatically send resources to help them get more value.
Companies that use advanced segmentation like this have seen email open rates increase by as much as 39%.[^2]
3. 6sense + LinkedIn
Take your account-based marketing to new heights by marrying 6sense‘s robust account insights with LinkedIn‘s powerful ad targeting. Identify high-intent accounts and reach key decision-makers with tailored offers across their preferred channels. 6sense customers have seen a 40% increase in deal size and 33% higher win rates with ABM.[^3]
Sales App Integrations
4. Salesforce + Outreach
Give your sales team the power to close more deals, faster. By integrating Salesforce with Outreach‘s sales engagement platform, reps can efficiently execute personalized sequences and gain visibility into performance. Plus, all activity is automatically logged in Salesforce, so nothing falls through the cracks.
| Key Benefits |
|---|
| – Automate key sales activities like email and call logging |
| – Track rep performance with real-time activity data |
| – Personalize outreach at scale with targeted sequences |
5. Gong + HubSpot
Ever wish you could clone your top sales reps? While that‘s not quite possible, you can get pretty close with Gong‘s conversational intelligence platform. By integrating with HubSpot, Gong can analyze sales call transcripts to surface key insights – like common objections or winning talk tracks.
Gong customers have seen a 20-30% increase in close rates by using these insights to optimize their sales approach.[^4]
Customer Support App Integrations
6. Intercom + Jira
To deliver exceptional customer support, your team needs visibility into the full context of each issue. That‘s where Intercom and Jira come in. By integrating these two platforms, issues surfaced in customer conversations can automatically flow to your engineering team‘s Jira board. This helps you resolve problems faster and keep customers happy.
| Key Benefits |
|---|
| – Streamline issue resolution by connecting support and engineering |
| – Gain full context on each customer interaction |
| – Prioritize product updates based on real customer feedback |
7. Gainsight + Zendesk
Customer success is all about being proactive. With Gainsight and Zendesk, you can identify and remedy potential issues before they escalate. Build health scoring models based on support conversation data to predict and prevent churn.
In fact, companies that leverage customer health scoring see a 26% reduction in churn on average.[^5]
Cross-Functional App Integrations
8. Workato + Snowflake
Data is the fuel that powers exceptional customer experiences. But too often, it‘s trapped in silos across the org. Enter Workato and Snowflake. With Workato‘s integration platform, you can easily sync data from hundreds of apps to Snowflake‘s data warehouse. This creates a single source of truth that empowers teams to make data-driven decisions.
| Key Benefits |
|---|
| – Unify data across the organization for a 360-view of customers |
| – Empower teams with self-service access to insights |
| – Maintain data hygiene and governance at scale |
9. Influitive + Mailchimp
Your customers are your best marketers. But how do you mobilize them at scale? With Influitive and Mailchimp, it‘s easy. Trigger personalized invitations to advocacy programs, like reference calls or online reviews, based on a customer‘s engagement level. Then, amplify their voice across channels.
Influitive customers have generated an average of $1.5M in pipeline per advocate marketing program.[^6]
Building Your B2B Integration Strategy
With so many app integration possibilities, it can be tempting to connect everything. But that‘s a recipe for a bloated, unmanageable tech stack. Instead, take a strategic approach:
-
Identify your integration priorities. Focus on the customer experience gaps that have the greatest impact on revenue. For example, if churn is a issue, prioritize customer success tool integrations.
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Choose apps with robust APIs. The more flexible and well-documented an app‘s API, the easier it will be to build and maintain integrations over time.
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Consider an iPaaS. Integration Platforms as a Service (iPaaS) like Workato, Zapier, and Tray.io can help you connect apps at scale, without overburdening IT.
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Start small and iterate. Begin with a few high-impact integrations and build from there. Continuously gather feedback to optimize your approach.
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Measure the impact. Define key metrics upfront, like customer retention rate or upsell revenue. Track these over time to quantify the ROI of your integration strategy.
By following these best practices, you can build an app ecosystem that empowers your team to deliver personalized, seamless customer experiences – without creating chaos.
The Future of B2B App Integrations
As we look ahead, the realm of app integrations is evolving rapidly. AI is poised to make integrations more intelligent and automated. We‘re already seeing this with tools like ChatSpot.ai, which connects ChatGPT with HubSpot to surface deep customer insights via natural language queries.
Verticalized integrations are also on the rise. These purpose-built solutions will make it easier than ever to build an industry-specific tech stack – whether you‘re in healthcare, financial services, or manufacturing.
One thing is clear: app integrations are now table stakes for B2B success. By 2024, Gartner predicts that 75% of B2B companies that outperform on CX will have adopted an open ecosystem model, with extensive use of third-party integrations.[^7]
Those that embrace this shift will be well-positioned to thrive in the era of the connected customer. With a unified view of each buyer‘s journey, they‘ll deliver experiences that set them apart – and drive lasting growth.
So, what are you waiting for? It‘s time to integrate your way to B2B CX success.
[^1]: State of the Connected Customer, Salesforce[^2]: The Ultimate List of Email Marketing Stats for 2023, HubSpot
[^3]: The Total Economic Impact of 6sense, Forrester
[^4]: The Gong Methodology, Gong
[^5]: The State of Customer Success 2022, Gainsight
[^6]: Influitive website
[^7]: The Future of B2B Customer Experience, Gartner
