Azuqua onboards SaaS giants Adobe, Zendesk for software integration

Azuqua onboards SaaS giants Adobe, Zendesk for software integration
Mark manages all aspects of editorial on MarketingTech as Editor, including reporting on the fast-paced world of digital marketing and curating the site’s network of expert industry contributions. Originally from Plymouth, Mark studied in Reading and London, eventually earning his Master's in Digital Journalism, and most previously covered goings-on in the idiosyncratic world of performance marketing for PerformanceIN.

Software automation and integration company Azuqua has announced a raft of large SaaS (software-as-a-service) companies joining its Connect Partner Program, which aims to cut down the need for internal development time and tactical acquisitions when customer demands change.

Adobe, Zendesk, Allocadia, and Workfront are some of those high profile outfits now employing the service, among 15 additional companies who have not been named by the Seattle-based group.

Azuqua’s CEO Todd Owens is confident the model could change the way that cloud software is developed and delivered.

“For SaaS vendors, owning the integrated customer experience is a business imperative, but this process can be costly and complex and typically comes down to difficult build vs. buy decisions for businesses,” said Owens.

“Our new partner programme eliminates these barriers and introduces a new consideration into the buy vs. build paradigm, allowing SaaS vendors to better focus their resources, scale integration quickly, accelerate their sales cycles, and expand a solution portfolio across applications."

Software companies could, therefore, forego the resource-intensive task of churning out code, instead housing a library of connected features within a company such as Azuqua, which offers app-based integration to products and services including Adobe, Hubspot, Marketo, Salesforce, and Slack. This allows companies to set up and run custom features at a fraction of the cost of running in-house, and as reported by GeekWire, an approach that could have rendered Salesforce’s $6.5bn acquisition of MuleSoft this year “unnecessary”.

“We believe that great customer relationships drive successful businesses,” said Billy Robins, director of technology alliances at Zendesk; “Our partnership with Azuqua empowers a range of organisations to seamlessly integrate Zendesk and their customer service conversations with the rest of their critical SaaS applications, enabling them to work more intelligently and effectively; and always with the customer in mind.”

View Comments
Leave a comment

Leave a Reply

Your email address will not be published. Required fields are marked *