An API, or Application Programming Interface, is a valuable tool in B2B SaaS partnerships that allows the building of custom connections between SaaS products. An API is a set of rules and protocols that allow different software applications to communicate and interact with each other, therefore enabling SaaS products to build partner integrations.

For example, a customer relationship management (CRM) like Hubspot can implement an API that allows it to integrate with a PRM like PartnerStack. Creating this integration partnership allows users of both CRM and PRM to synchronize their customer and partner data to better track and measure the effectiveness of their marketing efforts, making both products more valuable to the end user.

Related: Learn more about the PartnerStack API.