Increasing the Power of CRM with API Automation

Published Date

March 10, 2022


4 minutes

Written By

ACL Digital

The marketing and sales team plays a crucial role in scaling a business, taking a company to new heights, and staying ahead of the competition. Sales and marketing strategists are well-versed with the fact that CRM and marketing automation cut down the expenses to a significant level to improvise the business performance.

But the main thing is a robust customer relationship technology that can enhance the engagement and experience of the clients. Integrating CRM software with robotic process automation is the solution to all the issues regarding marketing automation and eliminating errors made by humans. It is one of the most useful software that can be very addictive as well in terms of user-friendliness.

API Automation with RPA 

Both of these have their pros and cons. Robotic Process Automation (RPA) doesn’t require much coding, while API does. A pro about robotic process automation (RPA) is that it can work with or without APIs. Can they both be used together? The answer is yes! RPA works outside a system as a guest user so it can be used as the larger framework, while API works inside a system as an integrated partner so it can be used for specific functions like sharing of data. 
Therefore, both can work together as RPA automation & can handle API automation very well.

API integration

As e-commerce has taken its place globally, integration has to come up in digital markets to share data. APIs are among the most reliable methods to connect endpoints and for integration purposes. As seen above, RPA automation has to cover a significant portion of the work done in a company, so why not learn more about it? 
Robotic Process Automation (RPA) can generate leads and turn them into clients if instructions are provided adequately. Let’s know about the process to generate leads. 

  • RPA can create a new customer in your XYZ CRM, but it needs to be instructed, and its instructions need to be updated. 
  • The RPAs would search for new lead contact records and their information. 
  • An API would move the customer contact into marketing automation. 
  • The RPA would start an email for new lead contact in CRM. 

However, whereas integrations open the door to system connectivity, it’s the robots that stroll by the door and do the work. 

The Process of API Integration

After selecting the required tools for your business you must follow three critical steps for API Integration and process automation.  

  1. First, you need to identify your business objectives and process with the help of the system administration and Information technology team. After analyzing the internal issues, you need to examine how external and internal platforms can minimize the problems.  
  2. And then, you should start developing a custom application as per your business objectives and interact it with other software platform APIs to achieve the goal. 
  3. At the end, you need to confirm that the integration application is running efficiently or has some bugs.

Connectors to choose 

With the assistance of pre-build connectors, pre-established and licensed connections with highly effective trigger addition, some connectors can rapidly activate subsequent steps throughout any CRM automation. 

How API is a Powerful Tool for Your Business

 Application Programming Interface or API allows different applications, platforms, and systems to connect and share information with each other. And with the help of this, diverse types of tasks are carried out efficiently. So why bring this tool into the business? Understand the following points.


To grow your business digitally, APIs are essential. A better API is the key for innovative business models that can be run at a low cost and developed faster.

Automation Task

Integrating the applications is a must for a large part of the automation strategies; therefore, APIs become unavoidable. In saving cost, efforts, and time, automation and integration make the process cakewalk for your business.

Improved Services

APIs simplify the implementation process of applications, digital products, and business models and allow effective complementation with third-party products to process automation.

Ease of Integration

API works as a bridge to build a connection between multiple platforms, applications, and systems to share information with ease. Certain software can be used to merge with others or connect with other applications to simplify the process.

Better Integration

API can simplify things to facilitate integration, which primarily allows different applications to reorganize interrelationships between the applications according to specific business needs. It can reduce development costs and integrate applications with third parties if you wish to optimize their function and improve usability.


Know all about related offerings

About the Author

ACL Digital

Related Posts

Increasing the Power of CRM with API Automation

Published Date: March 10, 2022

By: ACL Digital