Business-to-business (B2B) integration links your tools with your business partners’ systems so data moves automatically between both sides. B2B integration solutions help your team work faster and keep information accurate across every system.
In this guide, you’ll discover how B2B integration tools help small businesses scale operations with partner companies. You’ll also learn how to set up your first B2B integration and use Pipedrive to get the most out of your customer data.
What is B2B integration?
B2B integration means that two businesses’ software systems talk to each other without anyone typing data by hand. It’s how a company connects tools, like customer relationship management (CRM) software and billing systems, to its partners’ ecosystems.
These systems might include a distributor’s order platform, a warehouse management system, a retailer’s digital storefront or a marketing partner’s email marketing service.
Here are some typical examples of B2B integrations for small business operations:
Here’s a B2B integration example to illustrate how it can help.
Imagine a small cybersecurity company that issues software licenses and a reseller that sells those licenses to customers. When the reseller’s website sends a new order, it automatically pings the cybersecurity company’s license system to reserve the correct number of seats.
The cybersecurity system checks its records and instantly updates the reseller’s order status so everyone knows the order went through. Then the deployment details – like when the software will be available – flow back into the reseller’s customer database.
B2B integration software removes time-consuming copying and pasting, cutting order processing time from days to minutes.
The main types of B2B integration
B2B integration comes in different categories. You can classify integrations by what they do, how they work or how deeply they connect business systems.
Here are the main roles integrations can play in your workflows:
Data exchange shares records between systems (orders or contacts) so both apps match up.
System synchronization maintains real-time data consistency (like inventory sales or customer info) across platforms. Updates on one side instantly appear on the other.
Workflow automation triggers actions (like notifications) when certain events happen, eliminating manual work.
Platform extension plugs new features and tools directly into your software without separate installations.
B2B integrations also differ in how they work. Here are the main technical approaches you can use to link your systems:
Application programming interface (API)-based. Uses APIs for real-time transfer. One system sends a request and instantly retrieves the exact data it needs. It’s like sending a text and getting an answer right away.
Electronic data interchange (EDI). Sends structured business documents in a standardized format. Both sides know exactly where to find each piece of data, so sales invoices and purchase orders flow back and forth without misunderstanding.
Managed file transfer (MFT). Moves flat files (in CSV or XML spreadsheet formats) over a secure file transfer protocol (SFTP). One system drops a file into a guarded folder and the other picks it up on a schedule.
Integration platform as a service (iPaaS). Uses a cloud-based hub to connect multiple apps together. It maps data fields so information moves between the systems without custom code.
Finally, B2B integration platforms can talk to each other in different ways. Here are the main ways systems can speak to each other:
B2B integration communication method | How it works |
One-way push | Sends B2B data in a single direction. The target system only receives updates and doesn’t send any back. |
Two-way sync | Both systems update each other. Changes on either side merge the other way. |
Embedded integration | Builds partner features directly into your application. Makes the partner’s tools appear as if they belong in your app. |
Custom integration | Tailors connections with bespoke code or middleware. Solves unique business needs that standard tools don’t cover. |
Now that you know how B2B systems connect, learn how to unlock these advantages by implementing B2B integration in your small business workflow.
How to implement B2B integration
Effective B2B integration starts with understanding your current setup and spotting where manual processes slow you down.
Here’s how to prepare for and launch your first B2B integration.
1. Audit your current tools and workflows
Before building an integration, you must know how your business moves data between systems.
Understanding your current workflows helps you find where process automation will have the biggest impact.
Take a full inventory of your business software that interacts with partners, vendors and clients, including:
Types of tools | Examples to look for |
Customer and sales tools |
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Finance and billing systems |
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Business operations and supply chain tools |
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Service and support platforms |
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Data exchange tools |
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List each tool and write down what they do and who uses them. Next, map out your manual integration processes to move data between these tools and external systems.
Your goal is to document every time someone copies information from one system to another. For example, if:
Your sales rep copies order info from an email into your CRM
A finance assistant downloads invoices and sends them to a partner
A team member manually enters shipping updates from a logistics provider
Create a table to track the details. Include the step, source system, destination system, who does it, how often and additional notes.
Highlight any steps that involve multiple systems, cause bottlenecks or that you repeat often. These steps are your first candidates for integration.
Look for informal tools – like shared spreadsheets and informal messages – that move critical data behind the scenes.
Many teams miss these when auditing their workflows. Ask each team how they get the job done, not just what the official process is.
Getting this audit right gives you a clear starting point for building integrations that remove friction.
2. Define clear objectives and success metrics
The next step is to define success for your company. When you know what you’re trying to improve – speed, accuracy or customer interactions – you can build solutions that deliver results.
First, identify the business outcomes you want from B2B data integration. Focus on the customer pain points you uncovered in the data audit. Good objectives link back to operational efficiency, cost savings or service quality.
For example, you might want to:
Reduce manual data entry in sales by 75%
Shorten order processing times from two days to an hour
Prevent invoicing errors caused by manual copying
Set 2–3 core KPIs that are specific, measurable and tied to your business goals. Here are three examples and how to lay them out clearly:
Example goal and metric | Current state vs. target |
Goal #1: Speed up and simplify lead handoff from partners. Metric: Time from partner submission to CRM database record creation. | Current state: 24 hours Target: Under 15 minutes |
Goal #2: Reduce invoice mismatches. Metric: Number of monthly invoice errors. | Current state: 12 errors per month Target: 0–2 errors per month |
Goal: Improve quote accuracy. Metric: Percentage of quotes requiring rework. | Current state: 40% Target: Under 10% |
After setting your goals, decide how you’ll track progress. A simple spreadsheet or dashboard works well. Record baseline numbers before your integration goes live and monitor changes week by week.
Avoid tackling too many goals at once. A few clear, high-impact targets are easier to deliver and measure. After a first success, target new goals.
Tip: Choose goals that benefit both your team and your partners. If an integration helps them too, they’ll be more likely to stay invested in your partnership.
3. Choose the right integration method and platform
Once your goals are clear, choose how to connect your systems. The method should fit your business needs, your partner’s capabilities and your resources.
Aim for simplicity and reliability if this is your first time setting up a B2B integration.
Here’s how the four most common B2B integration services compare:
B2B integration method use case | What it’s best for |
API-based: SaaS platforms exchanging lead or order data, syncing customer data between a client’s system and your own. | When data needs instant updating (e.g., deal status or license provisioning) and both systems have developer support. |
MFT: Daily data transfers, bulk order uploads and scheduled report delivery. | Reliable, low-complexity and minimal coding. Best for companies without API access or where data moves in batches. |
EDI: Manufacturing companies, logistics businesses and healthcare supply chains. | High-volume, regulated industries. Ideal when you need formal data standards and integration with legacy systems. Usually requires specialist support. |
iPaaS: Linking B2B CRMs, support tools and accounting platforms. | Quick setup and easy maintenance. Suits small teams without in-house developers who need to connect common B2B apps and launch fast. |
To choose between these options, answer these questions:
1. How quickly does the data need to move between systems?
Immediately – API-based or iPaaS methods are the right fit
Once daily or weekly – file-based integration can be simpler and more cost-effective
2. What does your partner support?
They offer an API or accept file uploads via SFTP – use one of these
They’re in a regulated industry – may require EDI, so ask for technical documentation
3. Do you have access to technical help?
You have developer support – use API or EDI
You don’t have develop support – use iPaaS or file-based methods
4. Is this integration going to scale or stay small?
One-off or low-volume exchanges – iPaaS or file-based solutions are usually enough
Integration will handle large data volumes – API or EDI offers better business scalability
5. Are you dealing with sensitive or regulated data?
Yes – ensure your method includes encryption, on-premises access control and compliance standards
If you’re unsure, build a basic proof of concept using iPaaS. Once you know what works, you can upgrade to a deeper integration.
Once you’ve selected your preferred method, choose the platform or tool to power it.
Look for features like pre-built connectors, error handling and clear documentation. The right platform makes setup and maintenance easier, especially if your team is small.
A common pitfall is jumping into custom APIs too early. Although they can be powerful, they often require more testing and technical knowledge than expected.
Unless real-time visibility is critical, avoid this route for your first integration.
4. Start small with a pilot integration
Choose one of your high-impact business processes and run a small pilot integration before jumping into a full rollout.
A focused pilot helps you test the setup, catch issues early and prove the value before scaling. It reduces risk, builds confidence in your team and saves time in the long run.
Look for something:
Frequent enough to show concrete results (daily or weekly)
Simple enough to test without disrupting critical operations
Easy to measure (with a clear before-and-after sales metric)
When you’ve chosen your pilot integration, here’s what to do:
Pilot integration step | What to do |
1. Set up a test environment. |
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2. Involve the people who actually use the data. |
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3. Run the pilot for at least 1–2 full cycles. |
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4. Log everything. |
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Once your pilot is complete, review the results against your original goals. Did it reduce errors? Save time?
If the answer is yes and the process runs smoothly, you have a proven model you can scale to other workflows or partners.
Remember to treat your pilot as a learning tool. The aim is to develop a repeatable method for building integrations that you can use for future systems and partnerships.
5. Test, monitor and scale as you grow
When your new integration is up and running, your focus shifts to maintenance and scaling. Regular monitoring helps spot issues early and prevent data loss as your volume increases.
Build basic monitoring steps into your setup. Many platforms include logs and error alerts – make sure you use them.
Silent failures (when something stops syncing without showing an error) are easy to miss without regular checks.
Create a simple integration strategy to keep it healthy over time. Assign someone to own the process, review performance regularly and make changes as needed.
Here are a few tips to guide your review and future planning:
B2B integration monitoring tip | What to do |
Monitor every sync | Set up error alerts and check your software logs weekly. Watch for failed transfers, delays or missing data. |
Document the integration | Keep a shared record of systems, triggers, data mappings and points of contact. This record will be your go-to when troubleshooting errors. |
Assign clear ownership | Make one person responsible for reviewing performance objectives. Add it to their weekly or monthly tasks to ensure monitoring continues. |
Test under load | Run your integration with larger or varied data sets before scaling up. Check transfer speeds and data accuracy to ensure your system can handle larger loads. |
Plan future integrations | Use the same funnel – audit, goal, method, pilot process – for each new workflow and partner. A consistent process ensures quicker and less error-prone rollouts. |
Teams often assume that working integrations will work that way forever. Remember that APIs change, software goes through updates and sometimes things just go wrong.
With regular checks, you spot issues early and can update your system to stay functional through these changes.
With B2B integration steps covered, it’s time to see what value your efforts will deliver.
What you’ll gain from setting up a B2B integration
Linking your core systems with external partners and vendors transforms how you close sales and service customers.
B2B integration improves partner onboarding times, making it easier for new trading partners to start working with you. Customers benefit from this efficiency.
A seamless data flow helps your business by:
Saving time. Automated workflows link your system with a partner’s tools so you don’t have to copy and paste data. For example, when a supplier’s portal sends an order, it lands straight in your procurement system without any emails.
Reducing errors. Data moves directly between company systems, preventing typos and mixed-up numbers. For example, invoice details sync automatically into your client’s accounting software and always match the original order.
Improving sales performance. Your sales reps see real-time stock levels and vendor order updates and always send accurate quotes. For example, when a vendor updates prices, your sales tool pulls in the new rates, letting reps send the correct quotes immediately.
Enhancing customer experiences. Updates flow into your CRM as soon as a partner confirms them, meaning customers always have up-to-date information. For example, shipment tracking might appear in your support portal so clients know when to expect delivery.
Providing actionable insights. All your data sits in a custom dashboard, making it easy to spot sales trends and plan ahead. For example, payment processor reports merge with your sales figures to show which channels bring the best long-term customers.
Next, you’ll learn how to reap the above benefits by leveraging Pipedrive’s CRM for your B2B integration needs.
How Pipedrive helps your team achieve B2B integration
Pipedrive gives small businesses tools to build practical, reliable business integrations. With built-in features, Marketplace apps and an open API, you can connect Pipedrive to the external systems your business depends on.
Pipedrive includes native import and export tools to move customer data in and out quickly.
You can migrate CRM data in bulk or export filtered lists for partners. You can also trigger updates via webhooks to keep your systems in sync.
Note: Webhooks are automatic messages one system sends to another when a specific event happens. Instead of polling for updates, a webhook pushes real-time data – like notifying a partner system instantly when you create a new sales deal in Pipedrive.
These built-in functions remove friction when syncing client data between platforms, especially in partner workflows that require frequent handoffs.
Pipedrive’s native B2B integrations
The Pipedrive Marketplace offers a range of integrations for B2B coordination:
Example integration | What it does |
iPaaS automation solution that bridges advertising platforms (like Facebook and TikTok) with your CRM and email marketing software. | |
Connects Pipedrive to thousands of external tools, including order portals and partner CRMs. New contacts, deals and updates flow into your CRM automatically. | |
Make (formerly Integromat) | Provides visual, no-code automation. Links Pipedrive with external CRMs and ERPs. Enables complex multi-step data flows between systems. |
Syncs Pipedrive’s CRM with databases like Snowflake, PostgreSQL, MySQL and Amazon RDS. Enables you to build partner portals and invoicing systems. |
For more advanced application integration or bespoke workflows, Pipedrive offers a robust open API.
Pipedrive’s open API
Pipedrive’s open CRM API lets you build custom integrations to push or pull data between systems. Your developers get precise control over how external apps interact with your CRM.
Use the API to trigger actions, feed external reporting tools or embed Pipedrive data into client-facing platforms.
For example, Vindi successfully used Pipedrive’s API to create Brazil’s leading subscription management platform. It integrated its CRM data into a centralized data lake, connecting Pipedrive with various crucial apps.
Using these integrations, it could perform key processes automatically. For instance, billing occurs immediately after it wins a deal in Pipedrive.
Check out Pipedrive’s Developers’ Corner to build apps and integrations and create test environments with a Sandbox Account.
Start generating quality leads with your B2B Prospecting ebook
Final thoughts
B2B integration isn’t just for large enterprises – it’s a practical way for small businesses to work faster, cut errors and build stronger business networks. Linking your CRM with your partners helps you streamline every stage from lead capture to final delivery, boosting customer satisfaction in the process.
Pipedrive helps you connect external systems using built-in tools, marketplace integrations and a flexible API. Start your 14-day free trial to see how B2B integration can automate your data flows.
