Integrations, in B2B SaaS, are third-party applications that enhance the functionality of other existing software.

Integrations encompass a wide range of use cases, allowing businesses to automate data exchange, streamline processes, enhance data visibility and improve reporting capabilities.

Integrations can be simple, such as connecting a CRM system to an email marketing platform to automate lead nurturing campaigns. Or they can be complex, such as integrating multiple systems to create a fully automated supply chain management solution.

This collaboration allows businesses to create a more unified and integrated tech stack, where data flows seamlessly between all the different tools.

B2B SaaS companies will often partner together to sell their software and integrations to their overlapping customer base. B2B integrations are useful in building healthy recurring revenue as they can help reduce customer churn by building on processes and workflows.

Integrations also tend to increase annual contract values, meaning there will be more overall revenue earned.

To learn more about integrations, see our State of Integrations report.