## Goals
- Ship dozens of integrations fast without growing engineering overhead
- Support wide-ranging customer workflows across CRMs, docs, and task tools
- Avoid the complexity and cost of traditional embedded iPaaS tools

## Highlights
- 40+ integrations live using a single shared architecture
- One auth integration powers all apps via Universal Connectors
- Reusable logic flows drive automation from Sembly to CRMs, Productivity Tools and more
- New GTM and product opportunities unlocked through integrations

## Company Overview
**Founded:** 2019

**Industry:** AI / Productivity SaaS

**Location:** Global, HQ in New York

**Website:** [https://www.sembly.ai/](https://www.sembly.ai/)

## **About Sembly AI**
**[Sembly AI](https://www.sembly.ai/)** is a smart meeting assistant that turns spoken conversation into structured outcomes. It records, transcribes, and analyzes meetings—then transforms that data into summaries, tasks, sentiment scores, and more.

At the heart of Sembly is **Semblian 2.0**, a proprietary AI engine that augments worker intelligence by enabling users to generate high-quality documents – like sales proposals, statements of work, and project plans – from their meetings. Drawing on context across multiple discussions, Semblian streamlines the creation of tailored deliverables and next steps, saving hours or even days of manual effort. It integrates seamlessly into existing workflows, helping teams focus on execution instead of documentation.

Sembly is used by teams across sales, product, operations, and HR – including in highly regulated environments requiring secure, HIPAA-compliant infrastructure.

![Frame 1171277351.png](https://static.integration.app/Frame_1171277351_8613497966.png)
## **Why Integration.app?**

“_Every app today needs to behave like an enterprise app due to strict data security and privacy requirements – but legacy iPaaS tools were built for yesterday’s enterprise. Integration.app gave us a modern infrastructure layer that actually works for modern tools_,” said Artem Koren, CPO at Sembly AI.

Sembly is a horizontal product used across roles, departments, and industries. That meant they needed deep integration coverage from day one.

They explored traditional iPaaS platforms like Workato, but ran into problems:
- **Prohibitively expensive pricing models**
- **Poor developer experience:** no ability to test quickly or customize flows
- **Clunky SDKs** and tooling that felt “enterprise legacy”
- **Long lead times** just to prototype

_“We couldn’t even get to a working prototype without thousands of dollars of commitment. Integration.app let us move fast, build fast, and ship fast.”_

## **Implementation journey: From pilot to production**

Sembly’s integration journey began with in-house testing. Their first three integrations – Notion, HubSpot, and Trello – were chosen to reflect a cross-section of customer needs across CRM, task management, and documentation.

This allowed them to build a solid foundation and test real-world behaviors before expanding. Once the architecture was in place, they ramped quickly – shipping dozens of integrations by reusing the same framework and Integration.app’s primitives.

![Frame 1171277352.png](https://static.integration.app/Frame_1171277352_3459eb485e.png)

_“It’s a rinse-and-repeat engine now. New app? Same logic, same flows—just different mappings.”_

## **Universal Connectors: One OAuth flow for 40+ apps**

Before Integration.app, authentication was a pain point. Each new app meant:

- Writing new OAuth logic
- Storing and refreshing tokens
- Handling revocations and user permission edge cases

Sembly implemented **Universal Connectors** using Integration.app’s API. This enabled:

- A one-click “Connect App” UI for all integrations, fully-built using our APIs
- Auth flows fully handled by Integration.app
- Secure token storage and refresh logic out-of-the-box
- Real-time webhook updates to reflect auth status in Sembly’s UI

![Frame 1171277354.png](https://static.integration.app/Frame_1171277354_ed1cde5723.png)

_“Instead of 40 different OAuth flows, we shipped one – and reused it everywhere.”_


## **Universal Integrations: Build once, scale everywhere**

Sembly leverages **Integration App’s Universal Integration Layer** to define abstract integration behavior – then reuse it across all connectors.

Sembly’s engineers built **Integration Logic Flows** using Integration.app’s visual builder and YAML export feature. These flows define the movement and transformation of data post-meeting.

For example, a typical Sembly use case:

- Ingest raw audio and transcript from Microsoft Teams, Google Meet, or Zoom
- Run it through a proprietary AI engine, which generates structured summaries and action items
- Route this data to connected tools: Notion, Slack, Trello, Salesforce, etc.

![Frame 1171277352 (1).png](https://static.integration.app/Frame_1171277352_1_9441a94f3f.png)
Another example of an implementation:
- **Trigger action:** New meeting processed → AI summary generated
- **Universal flow:** Push the same data to Notion, Salesforce, and Google Docs at once

![Frame 1171277355.png](https://static.integration.app/Frame_1171277355_f8bb59f162.png)
This process is authored once and reused across all apps. Integration.app’s framework automatically translates that logic into each platform’s unique schema, API quirks, and webhook structure.

No custom endpoint coding. No rewriting business logic per app. Just **write once, scale everywhere.**

## **Integrations fuel GTM and visibility**

Sembly’s integrations do more than improve the product – they accelerate go-to-market.

- Customers see integrations as a trust signal and maturity marker
- Integrated apps unlock co-marketing and co-selling opportunities
- Marketplace listings create organic visibility and traffic

_“Integrations give us credibility and distribution. They’ve become a core part of our GTM motion. Thanks to Integration App we are a serious contender and it helped us climb the ranks, including the Gartner Magic Quadrant report,”_ said Andrey Fediv, Growth Lead at Sembly AI

## **What’s next: Bi-directional Integrations and the Model Context Protocol (MCP)**

Sembly’s next phase is **bi-directional integration**. Instead of just pushing data out, they want to pull data in—enabling richer, context-aware AI experiences.

Here’s what’s coming:

- Mark tasks as “done” in third-party apps directly from meeting wrap-ups
- Use CRM data to inform follow-up summaries or email copy
- Pull deal history or ticket backlog to enrich meeting context

This shift aligns with **Anthropic’s Model Context Protocol (MCP)** – a new standard for securely giving AI agents access to external data across platforms. With Integration.app’s infrastructure, Sembly can support MCP-based workflows with minimal effort.

![Artem Koren Sembly AI](https://static.integration.app/9_78c4d7fe30.png)
## **Want to integrate like Sembly?**
Sembly didn’t just build 40+ integrations  – they built a scalable integration engine powered by **modern infrastructure,** not outdated iPaaS tooling.

With Integration App, you can:
- **Skip the OAuth boilerplate:** One universal authentication layer across 40+ apps
- **Focus only on business logic:** Let Integration App handle the auth, routing, and schemas
- **Use visual logic flows** to power dynamic integrations with built-in version control
- **Enable GTM growth** through integration-based discoverability and co-sell opportunities
- **Prepare your product for AI-native protocols like MCP**

Whether you’re a startup with 3 engineers or an enterprise with 30, Integration App gives you the primitives to build integrations like a platform company –  without needing a dedicated integrations team.

Launch scalable, AI-ready integrations with minimal code and maximum reach.

[→ Talk to us](https://integration.app/book-a-demo)


Integration.app helps Sembly AI scale native integrations across a wide range of SaaS tools  – without the overhead of traditional iPaaS.

Sembly AI partners with Integration.app

Sembly AI scaled to 40+ integrations using the Universal Integration Layer — not legacy embedded iPaaS

## Goals

- Cut down time to learn individual APIs and how to integrate with them
- Find a scalable layer and alternative to repeatable custom code work for integrations

## Highlights

- Storyblok built a custom connector with Algolia in just a few hours instead of weeks.
- Time to ship a new integration is now 1 day vs 2 weeks before.
- Storyblok’s engineers now only focus on building integrations' business logic, while the back-end is handled by Integration.app.

## Company Overview

**Founded:** 2017  

**Industry:** CMS / SaaS  

**Number of employees:** 245  

**Location:** Remote / Austria  

**Website:** [https://www.storyblok.com/](https://www.storyblok.com/)

## **Description**

- **[Storyblok](https://www.storyblok.com/)** is a Headless Content Management System (CMS) platform that provides highly customizable content blocks and visual editing tools, designed both for technical and non-technical users like marketers to manage content that appears across websites, apps and other digital interfaces for education, commerce, gaming and other kinds of publishers.
- 
- The company is gearing as a leader in the CMS space having raised $138m to date, including a series C funding round from Brighton Park Capital and other leading VCs such as HV Capital, Mubadala Capital, 3VC, and Firstminute capital.
- 
- 200,000+ developers and marketers from leading brands such as Adidas, T-Mobile, Renault, and Oatly use Storyblok to consolidate content and create better digital experiences across all channels

![storyblok_main.png](https://static.integration.app/storyblok_main_e4293fb485.png)

## **Problem**

**Storyblok** is on a path to accelerate connectivity with a range of business applications from ecommerce to collaboration & productivity tools. As a modern and leading CMS, they need to expand and become a powerhouse in terms of working with other SaaS products.

Given their ambition to integrate with dozens of new apps this year, they knew they had to build a good infrastructure layer to handle building and maintaining customer-facing integrations.

The **buy vs build was a clear decision for them**. It would take at least 6 months to arrive at a robust integration infrastructure in-house, eating lots of engineering time. Additionally, every new integration would take at least 2 weeks to ship and get to production. They knew they had to cut down this time and work and find a suitable and flexible 3rd party solution that could accelerate integration development.

The main players they looked at were **Tray.io, Nango and Integration.app.** As part of their evaluation, it was important that the provider will be able to **handle the whole infrastructure of mapping, managing authentication and storing data specific per customer efficiently**, so the Storyblok engineers could focus only on the business logic. It all sounds nice and easy but the devil is in the detail. 

Aiming to solve the problem came down to some specific details: easy-to-use data schemas and running background jobs that can run for longer times to fetch stories from Storyblok. However none of the alternatives had baked-in functionality for efficiently defining data schemas across multiple integrations and no limitations on time-out to run background jobs, besides Integration.app

Lastly, the open-source aspect for an integration provider was initially appealing. Get to keep everything in their own Git repo, version control it and have flexibility on deployment. The reality was different, as building integrations would still be time-intensive where only the auth layer is provided for a vast majority of core apps, you still need to write a lot of custom code.

## **Why [Integration.app](http://Integration.app)?**

As Storyblok started to look for a reliable integration infrastructure provider, they were optimising for a few key aspects:

- **Flexbile visual editor**: running actions or flows needed to be easy to understand and simple to navigate
- **Abstraction layer for authentication & working with structured & unstructured data:** so they can focus only on business logic
- **Configurability:** bake-in their own code, customise per customer or per SaaS app
- **Storing data per customer for integrations:** use a configurable schema to set up and store metadata instead of building their own database
- **Reactive Support:** other vendors took weeks to reply, with [Integration.app](http://Integration.app) it was minutes

### During his evaluation process, their Lead Engineer Eunjae mentioned:

- _"It took 30 minutes to understand the concepts and how Integration.app works. Once I got the hang of it, I recorded videos and trained 5 engineers on the team how to use it. It’s a really powerful tool, and the scope is unmatched."_

## **Implementation with Integration.app**

### **Building the Algolia Search integration from scratch**

None of the integration products evaluated by Storyblok had pre-built Algolia connector, so the part of the evaluation was to build Algolia integration from scratch: first connector, then integration flows for pushing stories to Algolia. 

[Integration.app](http://Integration.app) connector builder stood out as being the most flexible and feature-rich. While all other products had custom connectors as a stopgap measure, [integration.app](http://integration.app) provides the same connector tooling as used internally for creating pre-built connectors. Battle-tested on hundreds of the most complex APIs, this connector builder lets you quickly build and customize any aspect of your integration.

![Storyblok_implementation_1.png](https://static.integration.app/Storyblok_implementation_1_6c4d361b38.png)

### **Display Shopify product data on websites built with Storyblok**

The Shopify integration posed its own set of challenges:

- The authentication mechanism required by Shopify was very non-standard. It needs to originate from the Shopify app store, go through Storyblok app, integration platform, and then back to Storyblok. [Integration.app](http://Integration.app) was the only product that could handle this complexity using [custom callback URL](https://console.integration.app/docs/engine/external-apps/connectors/authentication#custom-callback-url) and related functionality.
- Shopify API is built on GraphQL, and Storyblok needed to customize API requests, which is not supported by most integration platforms. [Integration.app](http://Integration.app) actions handled this use case extremely well.

![Storyblok_implementation_2.png](https://static.integration.app/Storyblok_implementation_2_baa11bdf8f.png)

## **Benefits for Storyblok**

Storyblok found their ideal match eventually and they are starting to see increasing benefits to their previous setups:

- **Integration speed** - They were able to get integrations up and running much faster than expected.
- **Reduced backend tasks:** Given a lot of the backend infrastructure is handled by the platform, their engineers are free to focus on building better business logic
- **Time to market** - They can ship features faster without redoing integrations each time.

## **What's Next?**

Since partnering with Integration.app, 10 Storyblok engineers have learned how to use the platform and are working on new integrations, like Microsoft Teams & many others.

Sebastian, Storyblok’s VP of Engineering, shared:

![Storyblok_quote.jpg](https://static.integration.app/Storyblok_quote_af761b8d23.jpg)

This short story emphasises many aspects of our growing presence in the market. More and more established companies are starting to use [Integration.app](http://Integration.app) as their main integration infrastructure provider. We are able to serve the largest scope of integration use cases in SaaS and accelerate our path to become the connectivity layer of the SaaS world.

For more details about them and how their integrations look like in production, feel free to check out their website: https://storyblok.com/

Storyblok CMS is building custom connectors using Integration.app's infrastructure for scaling customer-facing integrations.

Storyblok CMS partners with Integration.app

 Storyblok, one of the leading CMS players in the SaaS market is using Integration.app to scale their integration infrastructure

**Goals:**

- Replace existing unified API provider with a more flexible and customisable option
- Save engineering time & resources on building integrations.
- Integrate with Xero, Quickbooks, Salesforce, Hubspot & dozens of more apps very quickly in a unified way without losing depth/customisability

**Highlight:**

- [Integration.app](http://Integration.app) was beyond any solution they evaluated in the market after speaking with multiple vendors
- Sequence replaced their previous integration partner with [Integration.app](http://Integration.app) in just 2 weeks

**Company Overview:**


Founded: 2022

Industry: Billing/Fintech

Number of employees: 40

Location: London, UK

Website: https://www.sequencehq.com/

## **Description**

- [Sequence](https://www.sequencehq.com/) is a platform for streamlining pricing, billing, and invoicing workflows for fast-growing B2B SaaS companies, backed by leading VCs (A16z, Firstminute Capital, Salesforce Ventures & more)
- It’s designed to eliminate the slowdown caused by custom pricing and ensure smooth revenue operations. They allow users to translate commercial terms from quotes or contracts into automated billing schedules, including discounts, minimums, and credit grants. It also provides a product catalog to establish a source of truth for products and pricing.
- Sequence is on the path to becoming the leader for scaling pricing, billing and invoicing workflows and is used today by established fintech and SaaS companies like Duffel, Ravelin, Primer, Humanloop & many more.

:::zoom[https://static.integration.app/Screenshot_2024_04_04_at_12_21_09_9c7b00dd99.png]

![Sequenceoverview](https://static.integration.app/Screenshot_2024_04_04_at_12_21_09_9c7b00dd99.png)

:::


## **Problem**

One of the main reasons we love working with Sequence is that they are not afraid to take leaps until they find the right solution for problems they are tackling.

Sequence sits firmly within an ecosystem of payments/billing/invoicing apps and being able to access data from Accounting Systems (e.g Xero) or CRMs (e.g Salesforce) is crucial for a great customer experience. That is why connecting the apps you use as a new user is one of the most important parts of their onboarding process.

When they started building out their integration stack, they were faced with two choices: build on their own or go with a provider. They thought about hiring someone and building muscle around building integrations but recognised quickly that their expertise would’ve revolved around apps closer to home like Xero or Quickbooks. What about other types of integrations? 

Chris, their Head of Engineering was initially really attracted by the idea of unified APIs: 

“The promise of unified API platforms like Merge or Codat seemed very interesting, one API and you achieve your goal with a single piece of development work”.  

So they decided initially to use a unified API provider to scale their integrations for Accounting & CRM tools. 

Fast forward for a few months: **trouble** !

Sequence’s engineering team started to hit some significant roadblocks with the unified API approach:

- They wanted real-time integrations but **noticed sync lags/delays**
- Faced issues with **abstraction leaking** and **inconsistencies across different apps**. Fields in the unified API only applied to some vendors.
- The unified API surface area kept expanding which **required more custom logic on their end**.
- They decided to pull back usage of the unified APIs and **just use their provider for proxy/authentication**, which did not meet their goals and expectations.

This triggered a re-evaluation process of their current integration building process. Being equipped with learnings from their first attempt, they knew much better what to look for. Enter [Integration.app](http://Integration.app).

## **Why integration.app** 

During their search for a solution again, Sequence found exactly what they were looking & more with [Integration.app](http://Integration.app):

- **Strong unified core:** it has to be consistent and reliable across SaaS apps
- **Real-time sync:** fetch data from systems instantly with no delays
- **Flexibility:** work around the unified integration for edge cases/custom fields in an easy way
- **Configurability:** bake-in their own code, customise per customer or per SaaS app

During his evaluation process, their Head of Engineering Chris mentioned:

:::zoom[https://static.integration.app/Group_5sequence_quote_5959bf76f3.jpg]
![ChrisBond](https://static.integration.app/Group_5sequence_quote_5959bf76f3.jpg)
:::
 
## **Implementation with Integration.app**

The initial starting point for their implementation revolved around integrating with Accounting Tools (Xero, Quickbooks) and CRMs (Hubspot, Salesforce, Attio).

Sequence used a set of [Actions](https://console.integration.app/docs/building/actions) and [Flows](https://console.integration.app/docs/building/flows) to craft their integrations (you can read more about how both concepts work by clicking on the links).

They worked on 20+ different integration scenarios, some of them being:

- List all the deals from multiple CRMs at once into Sequence

:::zoom[https://static.integration.app/image_10_5c68a537fc.png]

![listdeal](https://static.integration.app/image_10_5c68a537fc.png)
:::

- Get the companies by ID from these deals from multiple CRMs at once.  

:::zoom[https://static.integration.app/image_9_814c23c246.png]

![listdeal](https://static.integration.app/image_9_814c23c246.png)
:::


- Implementing field mappings with a custom schema on the Sequence side and CRM side. In other words, this details how data correlates between Sequence and our universal model. Then Integration.app applies it to specific applications. 

:::zoom[https://static.integration.app/image_11_e699fe5441.png]

![listdeal](https://static.integration.app/image_11_e699fe5441.png)
:::

- They also configured custom fields and customised each integration (e.g. Salesforce or Attio) separately.

:::zoom[https://static.integration.app/image_12_10ff7670c0.png]

![listdeal](https://static.integration.app/image_12_10ff7670c0.png)
:::

- Update an invoice in multiple accounting systems when a specific action happens in Sequence

:::zoom[https://static.integration.app/image_12_10ff7670c0.png]

![listdeal](https://static.integration.app/image_12_10ff7670c0.png)
:::

- Void an invoice when a specific action happens in Sequence (applied to Xero)

:::zoom[https://static.integration.app/image_14_017357c1f2.png]

![listdeal](https://static.integration.app/image_14_017357c1f2.png)
:::

- They also used our [Custom UI](https://console.integration.app/docs/ui) to build a seamless experience of displaying integrations to users

:::zoom[https://static.integration.app/integrations_overview_1_ea078363b8.png]

![listdeal](https://static.integration.app/integrations_overview_1_ea078363b8.png)
:::

## **What are the benefits for Sequence?**

Sequence found their ideal match eventually and they are starting to see increasing benefits to their previous setups:

- **Integration speed** - They were able to get integrations up and running much faster than expected.
- **Core engineering focus** - Choosing Integration.app allowed all their engineers to stay focused on core product rather than building integrations from scratch as they didn’t spend time trying to figure out custom logic
- **Time to market** - They can ship features faster without redoing integrations each time.

## **What’s next?** 

In the upcoming months, many more integrations are on the roadmap from sales, document management to e-signature tools.

Sequence will also prepare to experiment with Connector Builder for niche apps not currently pre-built by us.

For more details about them, feel free to check out their website: https://www.sequencehq.com/

Sequence, a platform for streamlining quote-to-revenue implements CRM & Accounting integrations using Integration.app's framework

Sequence replaces existing integration stack with Integration.app

"It's like an engineer's dream tool" - Sequence replaces their existing integration stack with Integration.app

**Goals:**

- Start building deep integrations with Airtable, Salesforce and Webflow & expand to dozens more
- Cut down time to ship a new integrations from 3 months to 1-2 weeks
- Find an integration partner they can build on top of connectors/infrastructure

**Highlight:**

- Whalesync’s team was able to create a Webflow connector from scratch using Connector Builder in just a few days vs their old process that lasted 3 months.

**Company Overview:**

Founded: 2021

Industry: Data Sync

Number of employees: 10

Location: Remote/US

## **Description**

- [Whalesync](https://www.whalesync.com/?utm_source=integrationapp&utm_medium=case-study-blog) is a Y Combinator & VC-backed company that lets businesses automatically sync their data across mission-critical tools like HubSpot, Salesforce, Airtable, Notion, & Postgres..
- The product makes it easy to manage things like customer data, marketing campaigns, and blog content spread across their SaaS applications without needing to hire software engineers and build a data pipeline.
- Whalesync managed to bring a fresh approach to data sync, unlike Zapier which is able to create simple If/then automations. Their product has capabilities of both going deeper & faster to create 2-way automations. Despite being a young company, companies like Descript ($100m raised) are using them to enhance their automation GTM efforts.

:::zoom[https://static.integration.app/Untitled_b720649b65.png]

![2 way sync](https://static.integration.app/Untitled_b720649b65.png)

:::

## **Problem**

When Whalesync started out in 2021, they knew they would need a good system for building deep connectors, as they are a core part of their functionality.

Their in-house process of building a new connector would take 3-3.5 months on average, which was very painful & expensive. The reason it took a lot of time is that Whalesync needed to return all the data and all the metadata from each app they connect. 

This prompted them to think about using a 3rd party solution which triggered an an extensive market research and evaluation of providers from ETLs (e.g. Singer), Unified APIs (e.g.Merge), Open-source (e.g. Nango) tools out there. They didn’t think anyone else can help them with this problem as all the integration platforms are too shallow - until they learned about Integration.app.

## **Why integration.app** 

The main criteria for a successful evaluation were:

- **Flexibility of the platform**: it needed to fit their existing in-house framework
- **Supports bi-directional sync & real-time webhooks**
- **Extensive support of tables & fields for each API** (e.g get Notion page contents, not just databases)
- Ability to **build on top of a framework** and modify existing connectors
- **Reliability:** how stable is the provider, how fast can they adapt to changes in APIs
- **Speed** of adding new integrations without compromising on depth

Using [Integration.app](http://Integration.app), they were able to fill all their technical requirements which none of the other providers were able to match.

To add to the success factors, their product & engineering team needed a fast-support partner and ultimately tipped the balance to choose us.

:::zoom[https://static.integration.app/Untitled_422dae73e2.jpeg]
![Matthew Busel](https://static.integration.app/Untitled_422dae73e2.jpeg)
:::


## **Implementation with Integration.app**

Whalesync’s implementation was a mix match of using our APIs and building generic logic for connectors. Ultimately exposing connectors and letting their users to build the syncs between two apps they need. Some of the functionalities they used:

Whalesync’s implementation was a mix match of using our APIs and building generic logic for connectors. Ultimately exposing connectors and letting their users to build the syncs between two apps they need. Some of the functionalities they used:

- Getting list of data collections from each application.

:::zoom[https://static.integration.app/image_1_381c54eb7a.png]
![list data collections](https://static.integration.app/image_1_381c54eb7a.png)
:::


- Getting the data schema for each collection.

:::zoom[https://static.integration.app/image_6_06aba2fc89.png]
![get data collections](https://static.integration.app/image_6_06aba2fc89.png)
:::


- Real-time notifications about data changes in external applications.

:::zoom[https://static.integration.app/image_3_8de5b8750a.png]
![real time external application notifications](https://static.integration.app/image_3_8de5b8750a.png)
:::

## **Connector Builder**

Whalesync had to create a new Connector that wasn’t built by us from scratch. They built a Webflow connector on their own with full functionality in just a few days.

Starting from defining how Authentication works, to specific data collections they needed using a mix-match of our configuration UI and implementation code.

:::zoom[https://static.integration.app/image_7_a1bfc22481.png]
![Webflow connector](https://static.integration.app/image_7_a1bfc22481.png)
:::


One of the Whalesync engineers, Lucio highlights a few key aspects about their experience with Connector Builder:

 “Importing API documentation automatically, testing tools and ease when using API calls are the biggest 3 factors that save you tons of time.”
 
:::zoom[https://static.integration.app/image_4_2fb3227ffb.png]
![unified data collections](https://static.integration.app/image_4_2fb3227ffb.png)
:::

“When you are coding the connector, using API calls is way faster than with normal methods, the testing interface is also quite helpful and faster than testing it manually. You can literally plug in a connection and from there using the testing tools is really helpful”, mentioned Lucio.

:::zoom[https://static.integration.app/image_5_b863d083b8.png]
![data collections](https://static.integration.app/image_5_b863d083b8.png)
:::

There are lots of new features upcoming in Connector Builder, including AI suggestions for data mappings and improved functionality for extracting documentation using LLMs. We’re excited to find out how Whalesync and many more customers will be using it in the near term.

## **What are the benefits for Whalesync?**

Whalesync users can now enjoy more connectivity with a click of a button and start building syncs between more apps than before.

:::zoom[https://static.integration.app/Clean_Shot_2024_04_02_at_13_14_53_e0a455fb0e.png]

![Whalesync-integration-benefits](https://static.integration.app/Clean_Shot_2024_04_02_at_13_14_53_e0a455fb0e.png)
:::


Given building connectors is an important facet of their platform, Whalesync is now free to focus on their unique functionality (how data is transformed and synced between applications) rather than on building connectors slowly and tediously.

## **What’s next?** 

Whalesync is planning release 20 new high-quality connectors this year (e.g Outreach, Stripe, Zoho & more) via Integration.app.

As the AI capabilities of the connector builder improve, they plan to scale this to hundreds of connectors using [Integration.app](http://Integration.app). 

Feel free to check out their product - [Whalesync](https://www.whalesync.com/?utm_source=integrationapp&utm_medium=case-study-blog) if you want to learn more & see how their integrations look in production.

Whalesync finds their ideal partner for scaling dozens of integrations.

Whalesync managed to bring a fresh approach to data sync, unlike Zapier which is able to create simple If/then automations

Whalesync adds new integrations using Integration.app’s framework

Whalesync builds connectors for their data-sync platform 

**Goals:**

- Quickly integrate with Microsoft Dynamics CRM and display UI to users
- Search by partial match for all supported objects.
- Notes with association with opportunities (and other supported objects) in Dynamics

**Highlight:**

- Sam, the Head of Engineering built the prototype ready in 1 week
- [Trumpet](https://www.sendtrumpet.com/) managed to close new customers that were dependant on the MS Dynamics CRM integrations

**Company Overview:**

Founded: 2021

Industry: SaaS

Number of employees: 20

Location: London, UK 

**Description:**

![Trumpet integrations](https://static.integration.app/Untitled_8_2c89c08c3a.png)

- [**Trumpet**](https://www.sendtrumpet.com/) centralises your buyer journeys and close deals faster with a digital sales room for interactive and collaborative spaces.
- Imagine one space where you can centralise marketing content, video recordings, demo recordings, mutual action plans, proposals, forms/surveys, e-signature & more.
- Move your prospect along the buyer journey from outreach to post-demo, to proposal and then deal close. All within one centralised space.

**Problem:**

![Trumpet CRM integrations](https://static.integration.app/Untitled_9_20a3bda23b.png)

[Trumpet](https://www.sendtrumpet.com/) connects with CRM's to make their customers lives easier, by enriching data and sending engagement analytics and deal signals back to the CRM it provides valuable insight into the progress of a deal.

When they came to us, they a number of customers who wanted to use [Trumpet](https://www.sendtrumpet.com/) but they couldn’t due them not having a MsDynamics CRM integration. 

The first instinct was to research the [MsDynamics API](https://learn.microsoft.com/en-us/rest/dynamics365/), which is naturally a difficult API to digest and understand how to operate API calls with. It took their team a few days to try to track the right route and when they realised how time-consuming it is they started to look for a 3rd party option.

Their Head of Engineering, Sam first looked looked at a few solutions:  **Apideck, Merge.dev, Supaglue** but none of them worked in the way they wanted:

- Every customer info pull had to be manually pulled out of the platform (not programmatically)
- It was difficult to handle custom fields, unless you go via passthrough API

**Why [Integration.app](http://Integration.app)** 

When we spoke with Sam, we guided him through our personalised guided onboarding process and made sure he could implement the MsDynamics integration in one-go:

- SDK was very easy & convenient to plug it in
- Fastest way out of all platforms to reach deal data in CRMs
- Supportive throughout the process slack 24/7 support

**Features powered by [Integration.app](http://Integration.app)** 

[Trumpet](https://www.sendtrumpet.com/) used Integration.app’s out of the box UI for creating a connection UI that is displayed to the user the first time they wish to connect their Microsoft Dynamics CRM.

![Microsoft Dynamics to CRM](https://static.integration.app/Untitled_11_867f758eac.png)

Once the user enters their login credentials they can then import Deal data from their MsDynamics CRM and create a new or update a Pod with the relevant fields (Value, Team, Company).

![Trumpet CRM Pods](https://static.integration.app/Untitled_12_69bdae9f93.png)

[Trumpet](https://www.sendtrumpet.com/)users will now see in their CRM now all updates from their Pods with Notes (e.g. when the Pod was created, opened or any engagement) and the Contacts associated with that deal.

![CRM to contacts](https://static.integration.app/Untitled_13_b4b042bac4.png)

For a full video walkthrough of how the integration works, check out the full guide by Sam @ Trumpet:  https://intercom.help/trumpet/en/articles/8581046-how-to-setup-and-use-the-microsoft-dynamics-integration

**What are the benefits for [Trumpet](https://www.sendtrumpet.com/)?**

Besides building the Dynamics integration, Trumpet already got a lot of value:

- Converted new customers due to the MsDynamics integration supported, increasing their Q1 ‘24 revenue pipeline
- Decreased time to market for any new integration release having implemented the [Integration.app](http://Integration.app) infrastructure

**What’s next?** 

[Trumpet](https://www.sendtrumpet.com/) is one of the fastest-growing startups in the Sales stack space. Seeing how it easy it was to create an integration using [Integration.app](http://Integration.app) they are looking to expand their next integrations, starting with Microsoft Sharepoint and a few others!

We’re excited to work more with their team as they expand their integration’s use cases 

Check out their G2 Review here:
 https://www.g2.com/products/integration-app/reviews/integration-app-review-8918976

Quickly integrate with Microsoft Dynamics CRM and display UI to users and Search by partial match for all supported objects.

Integrating with MsDynamics

Integrating with MsDynamics is painful, but no more for Trumpet..


:::highlight[Streamlining CRM and Marketing Automation Integrations]

  ### 🏁 Goals:
  * Quickly integrate with dozens of CRMs and Marketing Automation tools.
  * Build native integration UI with field mapping and custom field management.

  ### ✅ Highlights:
   * Fast implementation time: 1 week (integration.app) vs 2 months (custom in-house).
   * Saved 66 % of engineering headcount: reduced Airmeet’s integration dev squad from 3 to 1 engineer

:::

## Company Overview

**Founded:** 2019

**Industry:** Virtual Events, SaaS

**Number of employees:** 332

**Location:** Remote / India

### Description:

*   Airmeet serves as an all-in-one virtual events platform for event organizers, marketers, community builders, and enterprises
*   With a core focus on creating the immersive & integrated virtual events platform for knowledge professionals, Airmeet’s platform supports a variety of event formats including fairs, expos, meetups, workshops,summits, town halls, and more, virtually

## Product:

Airmeet users can host or join virtual video events in a variety of formats from simple 10 people workshops to web summits that connect over 1k people including speakers, hosts and attendees.

It’s adoption throughout COVID-19 and even today has skyrocketed the usage of their platform, meaning thousands of people use their product directly or indirectly on a weekly basis.

![Image 02](https://static.integration.app/cs_02_9b8dfab033.png)

As you can imagine, building out lists of attendees requires keeping a system of record which most of time translates to users wanting to connect to their preferred CRMs & marketing automation tools. This allows them to keep track of leads who attend events, making it easy to send promotional materials (email) following a town-hall conference for example.

When you log in and host one Airmeet event as a user you have the option to choose which CRM you’d like to integrate with and customize that based on your needs. We will explore the details of this customization in the following section.

![Image 03](https://static.integration.app/cs_03_9f638c7852.png)

Can you tell which of these integrations are implemented using Integration.app?

No one can - because the UI is fully white-label.

Airmeet does not use a single line of external HTML or CSS, while providing extensive configuration and customisation capabilities for each integration.

## Use Cases and Requirements

Airmeet needed a sophisticated bi-directional integration with CRMs and marketing automation apps that allows to:

1\. Enable and configure integrations and field mappings separately for each Airmeet Event.

![Image 04](https://static.integration.app/cs_04_e7262bfc86.png)

2\. Create or update leads/contacts when people register in event and add them to a user-selected list or campaign. With configurable field mapping:

![Image 05](https://static.integration.app/cs_05_f05e4401c3.png)

3\. Allow custom fields from both Airmeet and an external application to participate in field mapping.

![Image 06](https://static.integration.app/cs_06_f3157b338f.png)

4\. Optionally create a custom Contact field in the external application to save Airmeet registration link:

![Image 07](https://static.integration.app/cs_07_f00a72a1e3.png)

## Before Integration.app

Before trying integration.app, Airmeet was relying on Zapier and custom development to build their integrations.

It took 2-3 months of custom development to add a new integration with advanced customisation UI, which was doable, but not ideal.

Zapier allowed connecting with many different apps, but the user experience was not great: users had to learn how to user Zapier, pay for it, and implement all the integration logic from scratch, which made it not practical in majority of cases.

## Evaluation

:::highlight[💪 Rapid Integration]

  Prototype implementation of fully white-label integration UI was done within 1 week.

:::

Airmeet evaluated integration.app alongside other options. After extensively reviewing the landscape of embedded integrations products, Airmeet evaluated the following options in-depth:

*   Workato Embedded
*   Webmethods from Software AG
*   Hotglue
*   Apideck
*   …and us - integration.app.

Airmeet considered using multiple options in parallel depending on their strong sides and available connectors, but decided to go with integration.app only.

![Image 09](https://static.integration.app/cs_09_d2d10a2e3c.png)

For the evaluation, Airmeet dedicated one front-end developer to spend a few hours on building a prototype of integration for ActiveCampaign replicating their existing custom-built integration logic.

Most of the evaluation time was spent on building custom UI for the new integration because Airmeet wanted it to be fully white-label, without a single byte of external HTML or CSS.

Within a week a working prototype of fully white-label ActiveCampaign, MS Dynamics, and Pipedrive integrations were built, and the decision was made to use integration.app for building new integrations going forward.

## Implementation

Airmeet decided to roll out integrations in batches, testing each batch extensively and making adjustments to integration logic to accommodate differences between usage patterns of different apps.

In the first batch, they rolled out Pipedrive, ActiveCampaign, and Keap. For each of the apps, a multiple of integration scenarios were implemented:

1\. When a Contact is created in a user-specified list or campaign in CRM - create a a Registrang for a given event.

2\. When a person registers for a given event - create a Contact in CRM associated with a Company (that is created if it doesn’t exist yet).

3\. When a person registers for ane vent - log an activity in CRM.

4\. When event attendee joins event - log an activity in CRM.

5\. When event attendee asks a question - log an activity in CRM.

6\. When person attends a booth - log an activity in CRM.

7\. When person submits a poll - log an activity in CRM.

Because integration.app provides Unified Integration Flows, Airmeet only had to implement each integration scenario once, resulting in 7 flows, instead of 21 flows it would typically take in a non-unified platform. For example, here is a flow that implements scenario 2:

![Image 10](https://static.integration.app/cs_10_a19032ef18.png)

Additionally to creating a contact, it:

*   Checks if a matching contact already exists in the CRM - and updates it instead of creating.
*   Creates a company for the contact if it doesn’t exist yet.
*   Records relation between Airmeet Registrant and Contact to use in other flows.

## Custom Fields

Airmeet allows users to add custom fields, different for each event:

![Image 11](https://static.integration.app/cs_11_396069482f.png)

Integration allows using user-specific Data Schemas. Airmeet used it to quickly add custom fields to field mappings used in all integration scenarios.

Each Airmeet user on the Integration.app side has its own Contacts Data Schema for each Airmeet Event they enable integrations for:

![Image 12](https://static.integration.app/cs_12_859af4e4e5.png)

## Custom Field for Airmeet Event Link

Additionally to mapping existing Contact / Company fields, Airmeet wanted to add a special “Airmeet Direct Access Link” field on Contacts that will be automatically filled when a Contact is created or updated by Airmeet. This field then can be used on the CRM side for viewing or for other automations.

When user switches this box, Airmeet creates a custom field in the user’s CRM and makes a change in the Field Mapping to populate the value:

![Image 13](https://static.integration.app/cs_13_5b12ce4014.png)

## Customizing Pipedrive Integration

Pipedrive has a unique Leads logic: instead of being a separate object, leads are attached to Contacts.

Airmeet decided to build the following unique optional logic for Pipedrive: when a person registers for an event, not just create a contact, but also create a Lead associated with a contact.

To make that happen, they built a version of the unified flow that applies only to Pipedrive:

![Image 14](https://static.integration.app/cs_14_6f7d15e430.png)

It reuses all the elements from the unified flow such as field mappings and data sources, but optionally (if configured by the user) creates a Lead associated with previously created Contact.

## Looking ahead

After releasing the initial batch of integrations, Airmeet plans to keep adding more and more over time. The Airmeet developer team is active on Slack for changes/maintenance and have become a big contribution on how we’ve developed our issue tracking system for active customers.

**For each new integration, the process looks like this:**

*   Explore how the app data structure looks like and decide if/how to customize the integration UI for it.
*   Create the UI out of building blocks based on what makes sense for a given app.
*   Test end-to-end with the QA team.
*   Add the new integration to the list.

The good news is because of the Unified Flows, they don’t have to do any additional work on building integrations - only customise the UI if needed and perform end-to-end testing which will save a lot of time & resources.

Now that the Airmeet team is equipped with the Integration App stack, building integrations is easy. As we plan on adding other types of connectors soon (e.g. project management) they will be able to benefit and extend their SaaS coverage to provide the best customer experience for event organisers and attendees.


Airmeet is a virtual event platform that allows users to easily import and export event participants...

How Airmeet Implemented Fully White-label Integration UX in One Week

AI allows creating personalized videos at scale -and Potion is a leading tool in this space.

Creating videos at scale means automation that works on top of your existing data, which lives in CRMs, marketing automation tools, notion, airtable, and hundreds of other apps.

![potion-integrations.png](https://integration-app-assets.s3.eu-central-1.amazonaws.com/potion_integrations_57d2d0c0aa.png)

To provide world-class user experience, Potion needed to integrate with all of those tools.

:::highlight[Highlights]

🏁 Goals:
* Integrate with dozens of third-party apps that store contact information.
* Let customers select and filter contacts to import.
* Have UI that seamlessly fits into existing product flows.

✅ Highlights:
* Implemented 20+ integrations in 2 weeks.
* Combination of custom and drop-in UI allows for a perfect tradeoff between speed and flexibility.

:::

## Why use integration platform

#### Too many integrations to build yourself
Potion needed many, eventually hundreds of integrations, to satisfy needs of a large customer base. 

#### Focus on core competency
At the same time, the team wanted to focus on their core competency: AI for video, and not on building dozens of integration connectors.

A good integration platform would help the team achieve this both within reasonable budget. 

## Why integration.app

Potion chose integration.app for a few reasons:

#### Universal Integrations

Potion has a small number of integration use cases, but needs them to work across dozens of apps:

- Import a list of contacts specified by user (with optional filters applied)
- After videos are generated - send them where they need to be (create or update data records video is related to).

Universal Integrations are a perfect tool for this. They minimize the time it takes to build integrations, leaving the heavy lifting of researching and normalizing third-party APIs to the integration.app platform.

#### White-label UI

Potion needed to embed integrations into an existing workflow of generating dynamic videos. They could not insert third-party iframes or show popups - the UI needed to be a part of the app. Integration.app was the only embedded integration platform that allowed that.

#### Price that fits the business model

Integration.app pricing per active customer scales perfectly with the value Potion gets from the platform, making the subscription fee a no-brainer. 

Customers that integrated Potion app with their stack have much higher retention rate, so paying a small per-customer fee for substantially increased retention is a great deal.

## Features built with integration.app 

#### Importing Contacts from CRM

Previously, when configuring a dynamic video, user could upload the list of contacts via CSV. Now they can import them directly from CRM. This import then can be automatically re-run to keep generating dynamic videos. 

![potion-1.png](https://integration-app-assets.s3.eu-central-1.amazonaws.com/potion_1_41d31fd8fa.png)

#### Connecting CRM

Potion team built custom UI for selecting and connecting CRM. It uses integration.app to handle all the heavy lifting (authentication, storing and refreshing credentials, etc).

![potion-2.png](https://integration-app-assets.s3.eu-central-1.amazonaws.com/potion_2_0c81c5d868.png)

#### Selecting Data to Import

Using [data sources](https://console.integration.app/docs/concepts/data-sources), Potion team built a custom UI to select a subset of contact the user wants to import, using either options provided by the CRM or custom filters.

![potion-3.png](https://integration-app-assets.s3.eu-central-1.amazonaws.com/potion_3_3ea664d653.png)

## How to build this yourself: Intergration Guides

#### Import contacts from an CRM (coming soon)

AI allows creating personalized videos at scale - and Potion is a leading tool in this space. Here is how it builds its customer-facing integrations.

How Potion - an AI video personalization tool - integrates with customer software stacks

[Glyphic](https://glyphic.ai) is an emerging leader in AI-driven Sales space. It is an AI sales co-pilot that helps sales teams record, organize meetings and everything that follows. 

It needs to be closely integrated with CRMs to:

- Match meeting participants with CRM contacts and users.
- Push information about meetings like recordings, transcriptions, notes, and action items to the customer’s CRM.

![glyphic-overview.png](https://integration-app-assets.s3.eu-central-1.amazonaws.com/glyphic_overview_b81e038c62.png)

Glyphic had a limited set of integration scenarios that needed to be implemented for every CRM one of the Glyphic customers used, and it’s many CRMs.


 ## Why use an integration platform & whom to pick?

Firstly, Glyphic decided that building integrations in-house would take up significant engineering resources for features that were necessary but ultimately undifferentiated (e.g. build a Salesforce integration). 

They **decided to use a 3rd-party platform due to time & flexibility**. The biggest factor being the ability to **say “yes” to customers** whenever they requested integrations and having a layer to allow building those integrations very quickly, instead putting more strain on their engineering team.

Now, onto the specifics: Glyphic needed to build integrations into CRMs but were aware that CRM usage varies widely across users and custom fields requirements were tricky to figure out.

Initially, the looked into unified APIs like Merge and Apideck but plugging into APIs wasn’t enough for them.

![Quote by Devang Agarwal, Glyphic Co-founder & CTO](https://static.integration.app/Group_174_b80706cff0.png)
 
That is why they chose universal integrations provided by Integration.app.


## Why Integration.app

#### Prototype implemented in less than 2 weeks

Glyphic built a working prototype of their integration with top 3 CRMs in less time than it would normally take them to build just one integration without a platform. This allowed them to focus on how integration should work and fit into the user workflows instead of how to deal with various external APIs.

#### Fully custom native UI

[Integration.app](http://Integration.app) offers unique capabilities of seamlessly embedding integration elements into Glyphic’s UI. As you see on the screenshots above, it fits right into the custom UI. Users don’t even know which feature are done fully by Glyphic and which are powered by integration.app.

#### Adding more integrations is trivial

Glyphic did not just save time on building the integration, but integrated with multiple CRMs at once, all with the same code and UI. Adding new integrations to the list is taking virtually no time now.

#### Building new features that work across every integration

Glyphic keeps iterating on the integration functionality (like associating meetings with deals and adding more detailed action items). Universal integrations let them iterate on the whole integration portfolio at once instead of painstakingly replicating each new integration feature across every unique API.

## Features powered by Integration.app

The resulting integrations seamlessly integrate into Glyphic UI. It starts with connecting your CRM on the settings page:

![glyphic-features-1.png](https://integration-app-assets.s3.eu-central-1.amazonaws.com/glyphic_features_1_d3b3754449.png)

All integrations, both powered by [integration.app](http://integration.app) and not have exactly the same look and feel. All that glyphic had to do is call integration.app SDK when customer clicks “connect”.

After connecting the app, Glyphic customer can start sending meeting information to their CRM after it was processed by Glyphic.

It is done in a fully  native UI that has integration elements sprinkled throughout:

![glyphic-features-2.png](https://integration-app-assets.s3.eu-central-1.amazonaws.com/glyphic_features_2_6f859bbfb7.png)

- List of contacts is powered by [integration.app](http://integration.app) data sources. It allows searching contacts based on meeting participants information as well as with manual input from the user.
- Similarly, CRM user matching the meeting host is automatically found and linked.
- When user clicks “send”, [integration.app](http://integration.app) takes care of pushing information to the CRM and associating it with the correct contacts and users.

Besides manual push, user can choose to push meeting notes automatically, in which case everything happens on the Glyphic backend without user involvement. It uses powerful REST API provided by integration.app.

## How it’s done: Integration Guides

- [Pushing activities to CRM](https://integration.app/articles/use-case-guides/create-activities-in-crm)
- Searching contacts in CRM (coming soon)
- Searching users in an external application (coming soon)


## What are the benefits for Glyphic ?

Besides, building & embedding integrations fast into the product, Glyphic started to see increasing benefits already:

- Allowed them to have **rotating engineering resources on integrations rather than a dedicated person**, which improved their workflows & resource allocation across projects for the core product
- **Sales conversations started to improve** once potential customers knew they could link up their own CRMs into Glyphic from the onboarding onwards.
- **Increasing the perceived product stickiness** as their users now have a fewer incentives to switch due to more of their data & workflows being connected inside of Glyphic.
- As people started to send their recording data to their CRM, f**eatures like their “AI Ask Glyphic” started to have more use for users** who wanted to save standardised information from calls.


## Thanks for reading!

If you're keen to see their integrations live, feel free to sign up on Glyphic - https://app.glyphic.ai/ and connect your preferred CRM.

If you're keen to chat more with us and you have a similar use case to Glyphic, please get in touch or schedule a demo.

Glyphic is an emerging leader in AI-driven Sales space. Learn how it integrated with its customers's sales stack. 

Case Studies