Prospecting often looks simple from the outside: identify the right companies, find the right people, and start a conversation.
Behind the scenes, however, sales teams can spend hours moving between platforms, researching contacts, building lead lists, and manually entering information into the tools they use every day. For SaaS companies serving those teams, eliminating those extra steps can make the product itself significantly more valuable.
That was the opportunity Identifee saw when it integrated RocketReach’s data directly into its platform through the RocketReach API.
Identifee is an engagement platform built specifically for banks and credit unions, helping users have more meaningful engagements with their commercial clients. By leveraging the RocketReach API, Identifee can provide integrated contact search capabilities directly within its own platform, allowing users to find relevant contacts at an organization and add them to the appropriate company profile with just one click.
Instead of asking users to leave Identifee, conduct research in a separate tool, and manually transfer contact information back into the platform, the RocketReach API helps make contact discovery part of the existing prospecting workflow.
The result: a faster prospecting process, less manual data entry, and meaningful time savings across sales teams.
Why Does Integrated Contact Data Matter for Prospecting?
Finding a prospect is only one part of the sales process. Teams also need to identify the right decision-makers, gather reliable contact information, organize those contacts, and connect everything back to the appropriate company or account.
When those steps happen across separate tools, even relatively simple research can become time-consuming.
Integrated contact data reduces that friction by bringing search and discovery capabilities directly into the software where sales teams are already working.
For Identifee users, that means a banker can:
- Search for contacts within a target organization.
- Identify relevant people without moving to a separate research platform.
- Add a contact to the appropriate company profile with one click.
- Keep prospecting information within the same workflow used for managing opportunities and relationships.
Instead of treating contact research as a separate task, the RocketReach API integration makes it part of the prospecting experience itself.
How Did RocketReach Fit Into Identifee’s Platform?
Identifee was looking for a contact data partner that could support the experience it wanted to create for banks and credit unions.
Ease of integration was particularly important.
According to the Identifee team, some alternative providers were based on older technology and were not as developer-friendly. RocketReach offered an API that could be integrated into Identifee’s existing platform while keeping the end-user experience straightforward.
As Identifee explained in its testimonial:
“With the integration with RocketReach, we allow users to easily look for contacts within that organization and, with just one click, add them to that company profile.”
That simplicity matters because an API integration should not simply add another feature. The most useful integrations reduce steps for the customer.
RocketReach’s contact data became part of Identifee’s workflow rather than another platform users had to learn, open, and manage separately.
How Much Time Can Integrated Prospecting Save?
The biggest impact for Identifee was efficiency.
Before workflows like these are automated, sales representatives may spend significant time building lead lists, researching contacts, transferring information, and organizing prospect data.
According to Identifee, integrating RocketReach helped save users approximately 10 to 15 hours per month on prospecting-related work.
Across a larger sales organization, those individual savings quickly compound.
For example, when 10 to 20 representatives are prospecting regularly, reducing manual research by several hours per representative each month can return a significant amount of time to the team.
RocketReach’s published Identifee customer story similarly reports that the integration reduced prospecting time per representative by more than 95%, condensing a labor-intensive process into a workflow requiring only a few clicks.
The value is not simply completing the same administrative work faster. It is giving sales professionals more time for activities that require their expertise, including:
- Engaging prospective customers.
- Preparing for conversations.
- Building relationships.
- Evaluating opportunities.
- Advancing active deals.
Contact data becomes more valuable when teams can access and act on it without interrupting their workflow.
What Makes Contact Data Integration Different From Using a Standalone Prospecting Tool?
Standalone prospecting tools can be valuable, but they typically require users to move between systems.
A representative may search for contacts in one application, copy or export the information, open another platform, find the appropriate account, and then add or update the record.
An integrated experience removes much of that movement.
With an API, SaaS companies can bring contact discovery capabilities into their own product experience. Depending on the platform and use case, that can help users perform research in the context of the account, company, or workflow they are already managing.
The distinction is important:
Standalone contact data gives users another resource. Integrated contact data can become part of the workflow itself.
For SaaS companies, that can create a more cohesive product experience while eliminating repetitive work for customers.
Why Is API Usability Important When Choosing a Contact Data Partner?
An integration depends on more than the size of a database.
For development and product teams, the technology behind the data matters too.
When Identifee evaluated potential partners, it needed technology that could support a seamless experience for its customers without creating unnecessary development complexity.
The Identifee team specifically highlighted two parts of its experience with RocketReach:
- A developer-friendly API that made integrating search capabilities into its platform easier.
- A responsive partnership when Identifee needed support.
“If you’re a SaaS platform looking to integrate some kind of search capability into your platform, I can’t recommend RocketReach enough,” Identifee shared in its testimonial. “They have a very friendly API and a very responsive team.”
For SaaS companies evaluating data providers, those considerations can be just as important as the data itself. An API needs to fit the product architecture, support the intended user experience, and provide a foundation the development team can work with over time.
What Should SaaS Companies Look for in a Contact Data Integration?
The right approach will depend on the product, audience, and prospecting workflow, but several questions can help guide the evaluation.
Before choosing a contact data provider, consider:
- Where does contact research currently happen? Identify whether users leave your platform to find prospects or decision-makers.
- Which manual steps create the most friction? Look for repetitive searching, copying, exporting, or data entry.
- How should contact data appear inside your product? Determine what users need to see and where they need to see it.
- How easy is the API to implement and maintain? Consider documentation, development requirements, and technical support.
- Can the integration make an existing workflow simpler? Adding functionality is most valuable when it reduces steps rather than creating another process to manage.
The goal is not necessarily to expose every available piece of contact data. It is to surface the right information at the right point in the user’s workflow.
Turning Contact Data Into a More Connected User Experience
Identifee’s RocketReach integration demonstrates how embedding contact data can do more than add prospecting functionality to a SaaS platform.
It can change how users move through the prospecting process.
Instead of switching between applications to identify contacts and manually build lead lists, Identifee users can search for the right people and connect them to company profiles from within the platform they already use.
For Identifee, that translated into hours of time saved each month for individual representatives and potentially much larger efficiency gains across entire sales teams.
For other SaaS companies, the lesson is straightforward: when contact data is integrated into the right workflow, prospecting becomes less about managing information and more about acting on it.
Frequently Asked Questions About Integrated Contact Data
What is integrated contact data?
Integrated contact data is professional or company contact information made available directly within another software platform through an integration or API. It allows users to access prospect information without relying on a separate contact research application.
How can contact data integrations improve prospecting efficiency?
Contact data integrations can reduce time spent switching between systems, manually researching contacts, exporting information, and entering data into another platform. Users can instead incorporate contact discovery directly into their existing prospecting workflow.
Why would a SaaS company integrate a contact data API?
A SaaS company may integrate a contact data API to add prospecting or search capabilities directly to its platform. This can help create a more complete user experience while reducing the number of external tools customers need to use.
What should developers consider when choosing a contact data API?
Developers should consider API usability, documentation, available data, integration flexibility, reliability, scalability, and access to technical support. The API should also make it possible to create an experience that fits naturally within the existing product.
How did Identifee use RocketReach?
Identifee integrated RocketReach contact search capabilities into its platform for banks and credit unions. Users can search for contacts within an organization and add selected contacts to the appropriate company profile with a click, reducing manual prospecting work.
Build Contact Data Into Your Product With RocketReach
Whether you’re developing a sales platform, CRM, recruiting solution, financial technology product, or another SaaS application, integrated contact data can help you create more useful workflows for your customers.
Explore the RocketReach API to see how contact and company data can become part of your platform’s experience.
