Designing your API strategy for 1,000+ integrations

First you build a kickass product that solves a real problem for customers. Your customer & user base grow, and things are looking great.

Then, everyone starts asking for integrations: customers, prospects, sales, CS, even your executives. “We need an integration with HubSpot, Zapier, Salesforce,” they cry in unison.

So you hire a few developers, create a roadmap, and start building integrations. 

But with the popularity of your major integrations, people start wanting your platform to integrate with smaller & niche tools. And now they want every AI tool, too.

You run the numbers and find… it’s not dozens of integrations customers want. It’s 1000s. You literally can’t hire enough developers to fulfill the need – and the business case isn’t there to integrate with smaller tools. 

Plus, you’re still iterating on and improving your initial integrations.

We talked to a senior product manager in a prominent data software company who ran into this exact problem. And the solution was to build APIs and “open up” their platform so customers, third-party developers, and tech partners could build the integrations they need, and even go to market with them.

But their API strategy required a lot more than simply APIs and documentation. On top of developing APIs, there was governance, systems, management tools, and go to market involved.

If you’re facing a similar limitation in integrations, or just working on your API strategy, read on. In this post we’ll cover everything you should consider, including the hidden requirements for designing an API strategy that works (not one that’s dead on arrival).

Check out this case study in this video recording of a recent webinar:

1. Why a solid API strategy matters

Simply shipping APIs and documentation doesn’t magically spawn an open ecosystem. In reality, if your platform doesn’t have the governance, workflows, and go-to-market strategy to support external developers, your shiny new endpoints will gather dust. 

Sure, you’ve “opened up” the product—but if no one’s there to use it, you’ve invested in a feature rather than a transformative business model.

The first step is a heavy focus on building your API strategy and execution plan. Because you can’t just hang a sign that says “APIs Available” and expect a stampede of developers; you need a deliberate, holistic plan to bring them in—and keep them building.

2. When (and how) to build your APIs

Should you wait until you’ve racked up in-house integrations or a backlog of external requests before building an API? Probably not.

With AI-powered development making it easier than ever to spin up endpoints, there’s no reason to hold off. An early, barebones API can be refined quickly based on real-world feedback—rather than waiting for some perfect moment that may never come.

Rather than waiting for a mythical moment of perfection, you can roll out an initial version now and refine it based on how (and if) developers actually use it.

Of course, even with a nimble approach, you don’t want to charge in blindly. A little research goes a long way:

1. Review existing integrations: Look at any integrations you’ve already built. Which ones are getting traction, and how are customers using them? That usage data can shine a light on where your API needs to be robust.
   
   
2. Gather requests: Take stock of the “Do you integrate with...?” questions piling up from customers, prospects, and tech partners. Those requests often point to your highest-value endpoints.
   
   
3. Brainstorm from experience: You know your product better than anyone. Are there certain data flows or workflows that would be game-changing if external devs could tap into them? Make a list—even if it’s a bit of gut instinct—then refine and prioritize.
   
   
4. Iterate on existing APIs: Already have an API that’s underused or out of date? Now’s the perfect time to reexamine it. Ask current dev users for feedback: Which endpoints are missing? Which features are half-baked? Don’t forget to think about new technologies—like AI—that might introduce fresh opportunities or requirements.

Just having an API doesn’t guarantee developers will flock to it. You’ll need to treat your API the way you’d treat any key product feature: Plan, build, test, get feedback, and continuously improve. Keep it consistent and well-versioned and give devs plenty of warning before deprecations or major changes. A well-structured API might start small, but if you keep iterating and stay in sync with your developer community, you’ll lay the foundation for a thriving ecosystem of integrations.

3. Governance and quality control

Encouraging a wide range of integrations is exciting—right up until you realize some devs skipped basic security practices, others implemented half-baked performance optimizations, and you’ve got no partner manager to shepherd these relationships.

That’s where program governance comes in.

Think of it as your developer program’s guardrails, ensuring new integrations are secure, aligned with your brand, and actually beneficial to both you and your partners.

A well-run governance framework typically involves:

• Technical review
  Internal product or engineering teams verify each integration’s code quality, API usage, and performance benchmarks before it goes live. Some companies supplement this with automated scans for security lapses or data handling issues.
  
  
• Legal agreements
  Your legal team outlines brand usage, IP rights, data privacy clauses, and liability disclaimers. This isn’t just for show—well-crafted agreements protect everyone involved.
  
  
• Go-to-market resources
  Marketing and partnerships pros provide guidance on how devs can launch and promote their integrations. Think co-marketing campaigns, partner announcements, or even shared PR opportunities.
  
  
• Relationship management
  Partner managers or channel managers maintain ongoing communication with third-party devs, ensuring no one’s building in a vacuum. Regular check-ins also help surface opportunities for deeper collaboration.
  
  
• Internal program review
  A cross-functional team (product, legal, marketing, engineering) meets periodically to assess program performance, prioritize new features or endpoints, and plan major updates—like API version rollouts.
  
  

Within this framework, tiered access keeps new devs from overwhelming your highest-level endpoints on day one, and version governance ensures you communicate changes in a way that doesn’t break existing integrations overnight. By covering these bases, you protect your platform from chaos and your developers from rude surprises—ultimately fostering a stable, trusted ecosystem where everyone can thrive.

Note that reviews, legal agreements, go-to-market resources, submissions and versioning can all be automatically managed in your developer portal. Keep team members focused on the relationships, analysis, and review, and offload busywork to your developer platform.

4. Incentivizing external developers to build integrations

A thriving developer ecosystem is about more than just well-documented endpoints. It’s about awareness, momentum, and genuine support. 

The first step is making it incredibly simple for external builders to jump in. Roll out a frictionless onboarding flow that lets devs sign up fast, explore your documentation immediately, and get their hands on test keys without facing a labyrinth of approval gates.

And if you’ve heard from interested developers before, send them a quick “Hey, we’re ready for you!” message to kick off usage by those seeking you out.

Next, maintain trust by regularly updating your APIs. Announce new endpoints, release clear version notes, and give developers a heads-up when you’re about to deprecate old calls. Nothing kills enthusiasm faster than a stale API or surprise changes. Keep your roadmap at least semi-public, so devs can anticipate what’s coming and plan their own product timelines accordingly.

Of course, ease of access and steady improvements are only half the battle. You need tangible reasons for devs to stick around and build:

• Revenue sharing
  Create a revenue share plan for paid & gated integrations. Even a modest cut can convince developers to go all-in.
  

• Co-marketing campaigns
  Shine a spotlight on standout integrations through blog posts, newsletters, or social media. That visibility can be a bigger draw than money, especially for smaller dev shops.
  

• Hackathons & contests
  Tap into developers’ creativity—and competitive streak—by hosting events or awarding prizes. Offer anything from conference passes to exclusive partnership badges.
  

• Smooth developer experience
  Provide robust documentation, code samples, and a lively community forum or Slack. The fewer barriers devs face, the more they’ll build (and the faster they’ll ship).
  

Finally, don’t treat your developer program like a side project. Give it the same go-to-market love you’d offer any flagship feature, complete with launch announcements, ongoing promotion, and success stories. By merging frictionless onboarding, consistent API updates, and real-world incentives, you’ll foster an ecosystem of enthusiastic external builders who expand your platform in ways you’d never manage alone.

6. Measuring integration quality and adoption

Building up a roster of third-party integrations is exciting—until you realize some will be brilliant while others might break or never get updates. You can’t fix every flaky app yourself, so it’s crucial to track quality and usage metrics. Before you even get to that point, though, consider how new integrations enter your ecosystem in the first place:

• Submission process: Require developers to submit apps & integrations before going live. Have your team check for security, performance, or version compatibility to catch red flags early.
• Versioning & communication: If you push out new endpoints or plan to deprecate old ones, announce it well in advance. Send a note through your developer portal, Slack channel, or email list—anything to keep devs in the loop and avoid sudden breakage.
  

Once those integrations are up and running, monitoring them becomes your next challenge. A few key metrics will help you spot both the superstars and the duds:

• Error rates: Frequent 4xx/5xx errors signal sloppy error handling or outdated code.
• Performance metrics: Slow response times frustrate users and reflect poorly on your platform.
• Usage & popularity: High install numbers and steady activity often point to real customer value (and a well-built integration).
• User feedback: Consider allowing ratings, reviews, or testimonails in your app marketplace. This crowdsourced feedback makes it easier to identify hidden gems—or flag underperforming apps.

By combining a thoughtful submission process, clear versioning rules, and robust metrics tracking, you’ll cultivate an ecosystem where developers feel supported and end users can trust the quality of each integration they install.

7. Promoting your app marketplace and integrations

You’ve got a handful of quality integrations—now it’s time to show them off.

Shout the news through blog posts, email campaigns, social media announcements, and anywhere else your audience hangs out. Don’t be shy about nudging users inside your product’s UI either: in-app integrations pages arethe perfect place to highlight relevant apps and integrations to your users.

Of course, this all hinges on having a central app marketplace (or partner directory) that customers and developers can easily browse. Make it impossible to miss by embedding it in your application and linking it prominently on your website.

Here's what your marketplace should include:

• Streamlined listing process
  Give external devs a simple way to submit their apps—preferably through your developer portal. The less time they spend fighting forms and approval bottlenecks, the faster your marketplace grows.
  
  
• Rich listing pages
  Don’t skimp on visuals, content, and social proof. Screenshots, testimonials, FAQs—anything that helps an end user decide whether to install the integration. Think of these pages as mini landing pages for each partner app.
  
  
• Effective calls to action
  Whether it’s an “Install” button or a form that alerts the partner, be sure your CTAs are clear. A vague “Learn More” that just dumps users on a random homepage won’t cut it. Channel traffic straight to the next step.
  
  
• Prioritized visibility
  Highlight popular or top-rated integrations, and let users sort by reviews or categories. You might even offer a “premium tier” for standout apps—giving them an extra push in the marketplace.
  
  

Ultimately, the easier it is for developers to list and promote their integrations—and the easier it is for end users to find and install them—the more valuable your entire ecosystem becomes. Better visibility leads to more installs, which benefits everyone: you, the external devs, and your customers who now have a broader suite of tools at their fingertips.

8. Tying it all together for long-term success

Designing an API strategy that fosters thousands of integrations isn’t a one-off project. It’s a continuous effort involving technical excellence, active community building, careful governance, and smart marketing. The payoff, however, is huge: a vibrant ecosystem that helps you stand out in a fiercely competitive market, extends your product’s utility, and fuels organic growth from new use cases and new audiences.

As you gear up to launch (or refine) your own API approach, remember that you don’t have to reinvent the wheel. Tools like Partner Fleet make it easier to stand up a third-party developer portal with built-in app submission workflows, versioning, and discoverability features. With the heavy lifting handled, your team can focus on bigger questions: How do we attract the best integration partners? What new business models can we explore? And how can we keep our developer community engaged for the long haul?

How Partner Fleet can help

We can't build APIs for you, or write your documentation. And we won't hire your partner management team. But we're well on our way to helping with everyting else.

Previously an app marketplace provider, Partner Fleet now offers 3 core elements of an open ecosystem out-of-the box: partner / developer management, a developer portal, and a public marketplace. You can bring developers in, manage their onboarding and app building process, allow them to submit apps & listings, review/approve, and much more.

Want to see how? Book a demo today!