Software-as-a-Service (SaaS) has revolutionized the way businesses are able to market themselves online. Whether you've invested in technologies that bring efficiencies, enhanced personalization, or generate more opportunities, the make-up of your marketing function will invariably rely on the digital tools available to them. Adopting a suite of technologies should be a complementary process. This will only be the case however when you get your MarTech stack talking to each other. 

This is where APIs come in. To save any confusion, I'm here to debunk the API myth for you.

According to AltexSoft, "Application programming interfaces (API) consist of two components:

• Technical specification describing the data exchange options between solutions with the specification done in the form of a request for processing and data delivery protocols
• Software interface written to the specification that represents it"

In laymen's terms, an API is how two pieces of technology exchange and display information using data sources from either organization. This enables you to get the highest quality data, analytics, and reporting with a click of a button versus cross-referencing across all of your different platforms. Thus, simplifying internal processes, making information sharing easy, and allowing your firm to make data-driven decisions.

APIs are all the hubbub here at Passle, as we're partnering and integrating with other legal technology firms like Lexology, Mondaq, JD Supra, Concep, and Vuture. Furthermore, integrating with tools like Embed.ly - which serves over 500 million API requests a month - means we are able to connect with 100's of other digital content providers. You can see the full list of Providers that Embed.ly supports linked here. 

After chatting with our development team, I've come to understand how beneficial having an API with these organizations will be. Our clients will be able to seamlessly connect their technology with Passle, to make a streamlined process that will allow them to produce richer and higher quality content, get these insights distributed more broadly, and importantly, have all of the feedback centralized for their teams.