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The Account object refers to an individual account which is a person or a company. A Person Account will have an account as well as a Contact associated with it
The Contact object represents a person associated with an Account in a CRM system
The Stage object represents the current stage of a sales opportunity or a deal
The Deal object refers to a sales opportunity or a deal within the CRM system
Engagement object refers to the engagement or interaction details captured in the CRM system
The Lead object is used to represent a potential customer
With Knit taking care of all your integration needs, you are free to spend 100% of your tech bandwidth to build and upgrade your own product
You need to integrate only once. Whenever a new integration is added to the category, you get immediate access and sync capability without writing a single line of code
Never lose another deal over security concerns. Safe designs, security certifications, safety standards and data protocols make Knit an immediate customer's favorite
Knit has recently rolled out one of its most anticipated features: User Management.
With the User Management feature you can now add multiple users with different capabilities to your Knit account based on their roles.
In this article, we will discuss how to get started with the User Management feature and maximize its benefits.
The User Management feature allows you to add multiple users to your organization’s Knit account and also assign them roles and permissions . It means multiple users can login and have access to your organization’s integrated accounts and various other features as a part of integration management.
Knit currently serves 3 categories of possible roles for any organization.
Admins have full access to all the features in the dashboard. They are in a way the primary users who have the right to add/edit/remove new users.
Members have access to only manage integrations and webhooks. Unlike Admins, they cannot add/update users or make changes to the organization’s account with Knit.
Billing contact has access to only billing related options, like editing payment details, selecting plans etc.
For more information on setting up the User Management feature, take a look at this video.
When you\ sign up to your Knit Dashboard, you will be logged in as an administrator of the organization you have just created.
You can then access user management by going to the settings page.
In the settings page you will have access to user management, among other settings.
The User Management screen shows you all the users assigned to your organization, their emails, permissions and also gives you the option to see and edit their roles.
To invite a new user to your org, click on the Add User button on top right.
Here, you can enter the email ID of the person you’d like to invite to join your organization. You can also set their role. Invited users will receive an invite link on their respective email ID.
For detailed information about dashboard access for each role, be sure to check out the User Roles tab.
You can also edit the roles for a user, and resend the invitation to invited users.
If you have already created multiple separate accounts (by signing up separately with your individual email IDs), we can help you combine them into a single account.
In the process, we will also combine your integrated accounts, and organizations from multiple accounts.
However, it would not be possible to transfer pre-existing syncs, logs and issues. As a result, once the integrated accounts are transferred, you’ll have to restart the sync for them.
Note: If you have created multiple accounts for testing and production, we recommend that you do not to merge them as the User Management feature does not provide for segregation of environments.
Thus, it is best to have a separate account for production and for testing in that case.
Please reach out to email@example.com with the list of email addresses (along with their respective roles) that you would like to combine and we’d be happy to help you through it!
Marketing automation tools are like superchargers for marketers, propelling their campaigns to new heights. Yet, there's a secret ingredient that can take this power to the next level: the right audience data.
What better than an organization’s CRM to power it?
The good news is that many marketing automation tools are embracing CRM API integrations to drive greater adoption and results. However, with the increasing number of CRM systems underplay, building and managing CRM integrations is becoming a huge challenge.
Fortunately, the rise of unified CRM APIs is bridging this gap, making CRM integration seamless for marketing automation tools. But, before delving into how marketing automation tools can power integrations with unified CRM APIs, let’s explore the business benefits of CRM APIs.
Here’s a quick snapshot of how CRM APIs can bring out the best of marketing automation tools, making the most of the audience data for customers.
Research shows that 72% of customers will only engage with personalized messaging. CRM integration with marketing automation tools can enable the users to create personalized messaging based on customer segmentation.
Users can segment customers based on their likelihood of conversion and personalize content for each campaign. Slicing and dicing of customer data, including demographics, preferences, interactions, etc. can further help in customizing content with higher chances of consumption and engagement. Customer segmentation powered by CRM API data can help create content that customers resonate with.
CRM integration provides the marketing automation tool with every tiny detail of every lead to adjust and customize communication and campaigns that facilitate better nurturing. At the same time, real time conversation updates from CRM can help in timely marketing follow-ups for better chances of closure.
As customer data from CRM and marketing automation tools is synched in real time, any early signs of churn like reduced engagement or changed consumer behavior can be captured.
Real time alerts can also be automatically updated in the CRM for sales action. At the same time, marketing automation tools can leverage CRM data to predict which customers are more likely to churn and create specific campaigns to facilitate retention.
Users can leverage customer preferences from the CRM data to design campaigns with specific recommendations and even identify opportunities for upselling and cross-selling.
For instance, customers with high engagement might be interested in upgrading their relationships and the marketing automation tools can use this information and CRM details on their historical trends to propose best options for upselling.
Similarly, when details of customer transactions are captured in the CRM, they can be used to identify opportunities for complementary selling with dedicated campaigns. This leads to a clear increased revenue line.
In most marketing campaigns as the status of a lead changes, a new set of communication and campaign takes over. With CRM API integration, marketing automation tools can easily automate the campaign workflow in real time as soon as there is a status change in the CRM. This ensures greater engagement with the lead when their status changes.
Marketing communication after events is an extremely important aspect of sales. With CRM integration in marketing automation tools, automated post-event communication or campaigns can be triggered based on lead status for attendance and participation in the event.
This facilitates a faster turnaround time for engaging the customers just after the event, without any delays due to manual follow ups.
The integration can help automatically map the source of the lead from different marketing activities like webinars, social media posts, newsletters, etc. in your CRM to understand where your target audience engagement is higher.
At the same time, it can facilitate tagging of leads to the right teams or personnels for follow ups and closures. With automated lead source tracking, users can track the ROI of different marketing activities.
With CRM API integration, users can get access to customer preference insights to define their social media campaigns and audience. At the same time, they can customize scheduling based on customer’s geographical locations from CRM to facilitate maximum efficiency.
With bi-directional sync, CRM API integration with marketing automation tools can lead to enhancement of lead profiles. With more and more lead data coming in across both the platforms, users can have a rich and comprehensive profile of their customers, updates in real time across the CRM and marketing tools.
Overall, integrating CRM API with marketing automation tools can help in automating the entire marketing lifecycle. It starts with getting a full customer view to stage-based automated marketing campaigns to personalized nurturing and lead scoring, predictive analytics and much more. Most of the aspects of marketing based on the sales journey of the customer can be automated and triggered in real time with CRM changes.
Data insights from CRM API integrated with those from marketing automation tools can greatly help in creating reports to analyze and track customer behavior.
It can help ensure to understand consumer trends, identify the top marketing channels, improve customer segmentation and overall enhance the marketing strategy for more engagement.
While the benefits of CRM API integration with marketing automation tools are many, there are also some roadblocks on the way. Since each CRM API is different and your customers might be using different CRM systems, building and maintaining a plethora of CRM APIs can be challenging due to:
When data is exchanged between two applications, it needs to undergo transformation to become normalized with data fields compatible across both. Since each CRM API has diverse data models, syntax and nuances, inconsistency during data transfer is a big challenge.
If the data is not correctly normalized or transformed, chances are it might get corrupt or lost, leading to gaps in integration. At the same time, any inconsistency in data transformation and sync might lead to sending incorrect campaigns and triggers to customers, compromising on the experience.
While inconsistency in data transformation is one challenge, a related concern comes in the form of delays or limited real-time sync capabilities.
If the data sync between the CRM and the marketing automation tool is not happening in real time (across all CRMs being used), chances are that communication with end customers is being delayed, which can lead to loss of interest and lower engagement.
Any CRM is the beacon of sensitive customer data, often governed by GDPR and other compliances. However, integration and data transfer is always vulnerable to security threats like man in the middle attacks, DDoS, etc. which can lead to compromised privacy. This can lead to monetary and reputational risks.
With the increasing number of CRM applications, scalability of integration becomes a huge challenge. Building new CRM integrations can be very time and resource consuming — building one integration from scratch can take up to 3 months or more — which either means compromising on the available CRM integrations or choking of engineering bandwidth.
Moreover, as integrated CRM systems increase, the requirements for API calls and data exchange also grow exponentially, leading to delays in data sync and real time updates with increased data load. Invariably, scalability becomes a challenge.
Managing and maintaining integrations is a big challenge in itself. When end customers are using integrations, there are likely to be issues that require immediate action.
At the same time, maintaining detailed logs, tracking API calls, API syncs manually can be very tedious. However, any lag in this can crumble the entire integration system.
Finally, when integrating with different CRM APIs, managing the CRM vendors is a big challenge. Understanding API updates, managing different endpoints, ensuring zero downtime, error handling and coordinating with individual response teams is highly operational and time consuming.
Don’t let the CRM API integration challenges prevent you from leveraging the multiple benefits mentioned above. A unified CRM API like the one offered by Knit, can help you access the benefits without breaking sweat over the challenges.
If you want to know the technical details of how a unified API works, this will help
A unified CRM API facilitates integration with marketing automation tools within minutes, not months, which is usually what it takes to build integrations.
At the same time, it enables connecting with various CRM applications in one go. When it comes to Knit, marketing automation tools have to simply embed Knit’s UI component in their frontend to get access to Knit’s full catalog of CRM applications.
A unified CRM API can address all data transformation and normalization challenges easily. For instance, with Knit, different data models, nuances and schemas across CRM applications are mapped into a single and unified data model, facilitating data normalization in real time.
At the same time, Knit allows users to map custom data fields to access non-standard data.
The right unified CRM API can help you sync data in real time, without any external polling requests.
Take Knit for example, its webhooks and events driven architecture periodically polls data from all CRM applications, normalizing them and making them ready for use by the marketing automation tool. The latter doesn’t have to worry about the engineering intensive tasks of polling data, managing API calls, rate limits, data normalization, etc.
Furthermore, this ensures that as soon as details about a customer are updated on the CRM, the associated campaigns or triggers are automatically set in motion for marketing success.
There can be multiple CRM updates within a few minutes and as data load increases, a unified CRM API ensures guaranteed data sync in real time. As with Knit, its in-built retry mechanisms facilitate resilience and ensure that the marketing automation tools don’t miss out on any CRM updates, even at scale, as each lead is important.
Moreover, as a user, you can set up sync frequency as per your convenience.
With a unified CRM API, you only need to integrate once. As mentioned above, once you embed the UI component, every time you need to use a new CRM application or a new CRM API is added to Knit’s catalog, you can access it automatically with sync capabilities, without spending any engineering capabilities from your team.
This ensures that you can scale in the most resource-lite and efficient manner, without diverting engineering productivity from your core product. From a data sync perspective as well, a unified CRM API ensures guaranteed scalability, irrespective of the data load.
One of the biggest concerns of security and vulnerability to cyberattacks can be easily addressed with a unified CRM API across multiple facts. Let’s take the security provisions of Knit for example.
Finally, integration management to ensure that all your CRM APIs are healthy is well taken care of by a unified CRM API.
Finally, when you are using a unified API, you don’t have to deal with multiple vendors, endpoints, etc. Rather, the heavy lifting is done by the unified CRM API provider.
For instance, with Knit, you can access 24/7 support to securely manage your integrations. It also provides detailed documentation, links and easy to understand product walkthroughs for your developers and end users to ensure a smooth integration process.
If you are looking to integrate multiple CRM APIs with your product, get your Knit API keys and see unified API in action. (Getting started with Knit is completely free)
You can also talk to one of our experts to see how you can customize Knit to solve your specific integration challenges.
In today's SaaS business landscape, to remain competitive, a product must have seamless integration capabilities with the rest of the tech stack of the customer.
In fact, limited integration capabilities is known as one of the leading causes of customer churn.
However, building integrations from scratch is a time-consuming and resource-intensive process for a SaaS business. It often takes focus away from the core product.
As a result, SaaS leaders are always on the lookout for the most effective integration approach. With the emergence of off-the-shelf tools and solutions, businesses can now automate integrations and scale their integration strategy with minimum effort.
In this article, we will discuss the pros and cons of two most popular integration approaches: Unified APIs and Workflow Automation tools and provide you with clear instructions to choose the approach that suits your specific product integration strategy. (We also have a checklist for you to quickly assess your need for the perfect integration approach in this article. Keep reading)
We will get to the comparison in a bit, but first let’s assess your integration needs.
In order to effectively address customer-facing integration needs, it is crucial to consider the various types of product integrations available. These types can vary in terms of scope and maintenance required, depending on specific integration requirements.
To gain a comprehensive understanding of product integrations, it is important to focus on two key aspects.
Based on these considerations, you can gauge whether or not you will be able to take care of your integration needs in-house.
When working on any product, it is often beneficial to connect it with an internal system or third-party software to simplify your work processes. This requires integrating two platforms exclusively for internal use.
For example, you may want to integrate a project management tool with your product to accelerate the development lifecycle and ensure automatic updates in the PM tool to reflect changes and progress.
In this scenario, the use case is highly specific and limited to internal execution within your team. Typically, your in-house engineering team will focus on building this integration, which can be further enhanced by other teams who reap its benefits. Overall, internal integrations are highly distinct and customizable to cater to individual organizational needs.
Another type of integrations that organizations encounter are occasional customer-facing integrations, which are not implemented at scale. Occasional customer-facing integrations are typically infrequent and arise as specific requests from customers.
In these cases, customers may have specific software applications that they regularly use and require integration with your platform for a seamless flow of data and automated syncing. For example, a particular customer may request integration of Jira with your product, with highly specific requirements and needs.
In these situations, the integration can be facilitated by the customer's engineering team, third-party vendors, or other external platforms. The resulting integration output is highly tailored and may vary for each organization, even if the demand for the same integration exists. This customization ensures that the integration reflects the structures and workflows unique to each customer's organizational needs.
Finally, there will be certain integrations that all your customers will need. These are essential functionalities required to power their organizational operation.
Instead of being use case or platform specific, scalable or standardized customer facing integrations are more generic in nature. For instance, you want all your customers to be able to connect the HRMS platform of their choice to your product for seamless HR management.
These integrations need to be built and maintained by your team, i.e. essentially, fall under your purview. You can either offer these integrations as a part of the subscription cost that your customers pay for your software or as add-ons at an extra cost. Offering such integrations is important to gain a competitive edge and even explore a new monetization model for your platform.
Standardizing the most common integrations is extremely helpful to provide your customers with a seamless experience.
While companies can always build integrations in-house, it’s not always the most efficient way. That’s where plug-and-play platforms like unified APIs can help. Let’s look at the top approaches to leveraging integrations.
Undoubtedly, the most obvious way of integrating products with your software is to build integrations in-house. Put simply, here your engineering team builds, manages and maintains the integrations.
Building integrations in-house comes with a lot of control and power to customize how the integration should operate, feel and overall create a seamless experience. However, this do-it-yourself approach is extremely resource intensive, both in terms of budgets and engineering bandwidth.
Building just integration can take a couple of months of tech bandwidth and $10-15k worth of resources. Integration building from scratch offers high customization, but at a great cost, putting scalability into question.
Workflow automation tools, as the name suggests, facilitate product integration by automating workflow with specific triggers. These are mostly low code tools which can be connected with specific products by engineering teams for integration with third party software or platforms.
A classic example is connecting a particular CRM with your product to be used by the end user. Here, the CRM of their choice can be integrated with your product following an event driven workflow architecture.
Data transfer, marketing automation, HR, sales and operations, etc. are some of the top use cases where workflow automation tools can help companies with product integrations, without having to build these integrations from scratch.
Finally, the third approach to building and maintaining product integrations is to leverage a Unified API. Any product that you wish to integrate with comes with an API which facilitates connection and data sync.
A unified API normalizes data from different applications within a software category and transfers it to your application in real time. Here, data from all applications from a specific category like CRM, HRMS, Payroll, ATS, etc. is normalized into a common data model which your product understands and can offer to your end customers. To learn more about how unified APIs work, read this
By allowing companies to integrate with hundreds of integrations overnight (instead of months), a unified API enables them to scale integration offerings within a category faster and in a seamless manner.
Now that you have an understanding of the different types of integrations and approaches, let’s understand which approach is best for you, depending on your scope and needs.
If you want scalable and standardized integrations, choosing a unified API is a sensible option. Here are the top reasons why unified API is ideal for standardized customer-facing integrations:
However, if you want only one-off integrations, with a very high level of customization, using a unified API might not be the ideal choice.
Depending on the nature of your organization and product offerings, you might need integrations which are simple, external and needed to enable specific workflows triggered by some predetermined events.
In such a case, workflow automation tools are quite useful as an integration approach. Some of the top benefits of using workflow automation to power your integration journey are as follows.
However, the low-code functionality comes with a disadvantage of lack of developer friendliness and incidence of errors. At the same time, data normalization is a big challenge for applications even within the same category.
The presence of different APIs across applications necessitates the need to develop customized workflows. Invariably, this custom workflow need adds to the cost of using workflow automation when scaling integration. As API requests increase, workflow automation integration turns out to be extremely expensive.
Therefore, choose workflow automation if you want:
In the previous section, we explored different scenarios for building product integrations and discussed the recommended approaches for each. However, selecting the appropriate approach requires careful consideration of various factors.
In this section, we will provide you with a list of key factors to consider and essential questions to ask in order to make an informed choice between workflow automation tools and unified APIs.
You need to gauge how complex the integration will be. Generally, standardized integrations which are customer facing and need to be scaled, will be more complex. Whereas, internal or one-off customer facing integrations will be less complex.
Try to answer the following questions:
Depending on the nature and scope of complexity, you can choose your integration approach. More complex integrations, which need scale and volume, should be achieved through a unified API approach.
Next, you must gauge the level of customizations you need. Depending on the expectations of your customers, your integrations might be standardized, or require a high amount of customizations.
If you need an internal integration, chances are high that you will need a great degree of customization. You may want to check on:
If you need to customize your integrations for specific workflows tailored to your individual customers, workflow automation tools will be a better choice.
Note: At Knit, we are working on customized cases with our unified API partners every day. If you have a niche use case or special integration need, feel free to contact us. Get in touch
It is extremely important to understand your current and expected integration needs.
Internally, you might need a limited number of integrations, or if you have a very limited number of customers, you will only need one-off customer facing integrations.
However, if you wish to scale the use of your product and stay ahead of competition, you will need to offer more integrations as you grow. Even within a category, you will have to offer multiple integrations.
For instance, some of your customers might use Salesforce as CRM, but others might be using Zoho CRM. Invariably, you need to integrate both the CRM with your product. Thus, you must gauge:
If scaling integrations faster is your priority, unified APIs are the best choice for you.
Your choice of the right integration approach will also depend on the technical expertise available.
You need to make sure that all of your engineering bandwidth is not spent only on building and maintaining integrations. At the same time, the integrations should be developer friendly and resilient to errors.
Try to check:
It is important that not all your technical expertise is spent on integrations. An ideal integration approach will ensure that other team members beyond core engineering are also able to take care of a few action items.
You need to gauge how much budget you have to ensure that you don’t overshoot and stay cost effective. At the same time, you might want to explore different integration approaches depending on the time criticality.
Time and budget critical integrations can be accomplished via unified API or workflow automation. It is important to take a stock of:
It is important to undertake a cost benefit analysis based on the cost and number of integrations.
For instance, a unified API might not be an ideal choice if you only need one integration. However, if you plan to scale the number of integrations, especially in the same category, then this approach will turn out to be most cost effective. The same is also true from a time investment perspective.
When you go for an external integration approach like workflow automation or unified APIs, beyond in-house development or DIY, it is important to understand the ecosystem support available.
If you only get initial set up support from your integration provider/ vendor, you will find your engineering team extremely stretched for maintenance and management.
At the same time, lack of adequate resources and documentation will prevent your teams from learning about the integration to provide the right support. Therefore, it is ideal to get an understanding of:
Finally, integrations are generally an ongoing relationship and not a one-off engagement. The bigger your business grows, the higher will be your integration needs both to close more deals as well as to reduce customer churn.
Therefore, you need to focus on the future considerations and outlook. The future considerations need to take into account your scale up plan, potential lock-in, changing needs, etc. Overall, some of the questions you can consider are:
Understanding these nuances will help you create a long-term plan for your integrations.
When building integrations, it is best to understand your use case or type of integrations that you seek to implement before choosing the ideal product integration approach. While there are numerous considerations you must keep in mind, here are a few quick hacks.
Knit unified API helps you connect with multiple applications within the CRM, HRIS, ATS, Accounting, category in one go with just one API. Talk to one of our experts to explore your use case options or try our API for free