How Do Digital Marketers Use APIs?
The modern technology stack for B2B SaaS marketers is becoming increasingly complex, and APIs are playing an important role in connecting those technologies and streamlining or automating processes that touch multiple applications and data sources.
Here’s a quick look at some of the ways marketers are leveraging APIs today:
APIs for SEO
Some of the best SEO tools provide APIs that give digital marketers programmatic access to their capabilities. Others allow marketers to access their SEO data from an external application, including keyword lists, backlink profiles, online reviews, organic search rankings, local citations, business listings, technical SEO data and more.
With SEO APIs, marketers can automate a number of SEO tasks, including routine technical audits, keyword research, and backlink monitoring. Marketers can also automate their reporting on SEO outcomes by pulling SEO data into a reporting/visualization tool with an SEO API.
APIs for Paid Media
APIs for paid media give marketers the ability to manage advertising campaigns across multiple networks from a single platform.
Marketers use Ad Management tools like HubSpot, AdRoll, and Adstream to manage their advertising dollars from a single centralized location via APIs. Digital marketers can gain programmatic access to their preferred advertising platform(s) by connecting via the Facebook Marketing API, Google AdWords API, or the Twitter Ads API.
APIs for SaaS
For B2B SaaS companies, APIs play an important role in tracking and reporting on SaaS Marketing Metrics.
To receive timely and accurate updates on key metrics like free trial conversion rates, customer satisfaction, and LTV:CAC, SaaS companies rely on APIs to aggregate data from CRM, Google Analytics, NPS surveys, advertising platforms, marketing software, internal financial and payroll systems, and other applications into a centralized reporting platform.