Are you planning to integrate your Salesforce org with a third-party tool to enhance its functionality? A retail business using Salesforce may integrate it with Marketo or Pardot for automating repetitive marketing tasks, such as sending emails and enhancing collaboration with the sales and marketing teams. Salesforce integration methods include custom-API integration, using integration tools, and middleware, but which is ideal for your business?
Well, it depends on multiple factors, including specific business requirements, budget, compatible tools, and having the expertise to handle integrations of this scale. This is where staff augmentation solutions can play a critical role, giving you access to skilled Salesforce developers and integration specialists without the long-term overhead. This blog is a quick guide on common ways to integrate Salesforce with third-party apps, helping you decide which approach is best for your business by reviewing the pros and cons of each method.
Ways for Salesforce third-party integration without breaking the workflow
Native integration tools
An API-built integration, built and maintained by Salesforce, for integrating it with external systems such as databases or enterprise resource planning systems (ERPs) and legacy systems. It uses the built-in features and functionalities to save time and resources by fetching data from an external system without importing it into their Salesforce org.
Popular Salesforce native integration tools include
MuleSoft
A platform working as a connector between one or two systems, apps, and databases. With the help of its Anypoint platform, it lets developers build APIs, connect different systems, and also manage them for scalability. For example, the IT team can use the low-code solution by MuleSoft for third-party integration.
Pros:
- Ability to handle a massive volume of data without sacrificing quality
- Provides a variety of integration options like REST API, web services, or messaging systems like JMS, ideal for businesses to select the integration option suitable for their business needs
- Pre-built integration and drag-and-drop features make creating, testing, and deploying integration easy
Cons:
- From licensing fees to maintenance costs to hardware requirements, the cost of MuleSoft for integration purposes can scale up, making it unsuitable for small businesses
- Continuous maintenance and upgrades are needed to ensure it can access the latest features, is compliant with security rules, and identifying errors early on helps fix them
AppExchange integration
Salesforce AppExchange is a marketplace with multiple apps, solutions, and components extending the functionalities of Salesforce. A user can browse, test, and install the solution that best suits their business needs directly into their Salesforce org. Native integration is available too, while some apps or solutions require customization as per your requirements.
Pros:
- No-code or low-code solution
- Quick integration process
- Support and documentation
- Pre-vetted by Salesforce
Cons:
- Some apps may require customization
- Some apps have subscription fees.
How to use AppExchange for integrating Salesforce with a third-party app?
- On the AppExchange webpage, search for the third-party system you want to integrate Salesforce with, such as QuickBooks or Slack
- Look through the different apps, check their reviews, and go for free trials or demos.
- Once you find an app suiting your business needs, select ‘Get it now’ to install it in your Salesforce org
- Next, you need to configure it to establish a connection between the two apps
- The data starts flowing between the systems; for instance, sales teams can see their prospect details in their Slack channels
Custom APIs
For meeting unique business needs, custom Application Programming Interface (API) integration is best suited, allowing two or more applications to communicate with each other. With custom API integration, you can add functionality or customize the features to meet your specific business needs.
How does a custom API work?
- The first step is to understand which business process is not compatible with pre-built integrations, such as a challenge with syncing data between Salesforce and a third-party system
. - Designing the integration to be compatible with both systems, such as endpoints, authentication methods needed, and more
- Building custom APIs using programming languages and frameworks by writing custom code to support the systems
- Testing the custom APIs to see if they fulfill the integration purpose, and deploying for integration with the relevant system
Why choose custom API integration?
- Custom API, as the name suggests, is customized to meet the unique needs of a business
- It automates repetitive tasks while streamlining data exchange and boosting productivity
- Custom API integrations are scalable, as your business expands, it is customizable to manage the increased data volume and complexities
- The initial investment is high, but it reduces operational costs and manual errors in the long run
Common API protocols include:
Representational State Transfer (REST) API integration: Ideal for web & mobile applications and distributed hypermedia systems, it is a lightweight custom API for communicating between Salesforce and an existing system using the HTTPS method.
Pros:
- Fast and lightweight, ideal for mobile applications
- Scalable and easier to integrate than SOAP API.
Cons:
- The database might consider some queries as unimportant and not respond.
- Unmanageable API queries can slow down the process.
Simple Object Access Protocol (SOAP) API integration: A protocol-based method ideal for complex and secure integration, such as large-scale enterprise integration. With support for multiple languages and using Extensible Markup Language (XML) for structured information exchange across distributed systems.
Pros:
- It is a secure API, ideal for financial and other institutions dealing with sensitive data, as it leverages robust security features such as WS security and compliance with industry rules.
- Built-in error-handling features provide reasoning for why a request failed.
Cons:
- Less adaptable and more complicated than REST, as it has a complex structure.
- It does not support the cache API.
Middleware
In simple terms, middleware is a software that enables communication between two platforms that were not designed with the intent of connecting the two. Middleware allows your Salesforce org to communicate with external systems such as Enterprise Resource Planning (ERP), custom applications, or even other Customer Relationship Management systems (CRMs). Using common messaging frameworks such as JavaScript Object Notation (JSON), Extensible Markup Language (XML), REST, and SOAP allows two systems to communicate with each other.
For instance, for a financial institution, middleware acts as a bridge between their customer database and the system the customer is using, such as mobile devices, to facilitate communication between the two to carry out real-time functions such as transactions.
Pros:
- Middleware reduces security risks between two systems by deploying web application firewalls, data encryption, and multiple other security measures
- You can use middleware across different services, saving the time and effort of the development team
- It provides support for wide range of software, such as mobile application support, distributed systems and components, and more
Cons:
- Without proper configuration, middleware can slow down your systems due to the layer of software it adds between the systems, frustrating and reducing the end users’ adoption rate
- Middleware requires licensing, implementation, and constant maintenance, raising your Salesforce integration budget, a disadvantage for small businesses
- Customizing your middleware solution may be a necessity, as not all solutions are compatible with all systems, raising time and cost for the company
Common integration tools
Workato
Workato helps business integrates functionalities for on-premises databases and cloud solutions by creating an automated workflow, allowing the two systems to communicate with each other. The tool supports IT, HR, marketing, finance, sales, and support teams, streamlining data flow for efficient collaboration.
Pros:
- User-friendly interface
- Access to a massive community with automation leaders, providing support
- Supports integration with custom applications
- Low-code custom workflow building
Cons:
- Steep learning curve
- Challenges with complex data integration
Pricing structure: Complex pricing
Zapier
A trigger-action pattern integration platform perfect for integrating Salesforce with multiple apps within minutes, even by non-tech users. The massive connector library and ease of use, along with automation-first workflows, are best suited for small to mid-sized businesses.
Pros:
- Massive pre-built connector libraries
- User-friendly
- Both the free and premium models are available
Cons:
- Security concerns with sensitive data
- Limited customization options
Pricing structure: Free, Pro- £15, and Team- £ 52.48
Jitterbit Harmony
A low-code platform letting users build custom applications and automate connections between interfaces and systems. The massive library of pre-built connectors and the Cloud Studio, which lets users create integration workflows with a drag-and-drop interface, make it ideal for enterprise applications.
Pros:
- Suitable for companies with a hybrid environment
- Strong data support
- Scales with your business needs.
Cons:
- Limited documentation
- Higher costs as compared to other tools
- Steep learning curve.
Pricing structure: Standard, Professional, and Enterprise.
Key steps to choosing the right integration tool
Focus on business needs
Third-party integrations are challenging and time-consuming and require investment, and thus, they should solve a specific business problem. Assessing your business requirements, such as data accuracy or enhancing sales team productivity, can help you create a well-defined strategy.
Select the right tool
Reading the fine print while selecting an integration tool, checking its compatibility with existing systems, scalability, and cost, will help you choose a tool ideal for your business needs. You will be surprised at how many people are not satisfied or are facing issues with their integration. Therefore, reading reviews and understanding what the tool offers, as well as its compatibility with systems, is crucial for a successful Salesforce integration. There are sites like G2 that provide technical reviews of all integration tools, helping businesses make informed decisions.
Consider the total cost of ownership (TOC)
There are always hidden costs associated with integration between two systems; if missed, they can overextend your budget. Instead of focusing on upfront costs, consider additional expenses such as subscription fees, maintenance costs, user training expenses, and strategies for mitigating risks.
Final thought
Salesforce’s ability to integrate with third-party apps ensures your business has expertise in that application, too. For instance, integrating Salesforce with Slack allows the sales team to leverage the expertise and benefits of Slack. This includes managing their leads and contacts and accessing data right in their Slack channels, eliminating the need to switch between apps.
However, the challenge arises when integration starts without a proper strategy, understanding of integration methods, and selecting tools without knowing their compatibility with the existing systems your business uses. A developer with integration expertise helps businesses create the right strategy, choose the proper tools, and customize them, if necessary, ensuring a scalable communication channel between external systems and your Salesforce org. To hire a certified Salesforce developer, work with Smart IT Staff, who can connect you with expert, pre-vetted developers within days.