The who, what, and why of custom integrations
Whether you are a seasoned developer or just getting started, there is a strong chance that you're at least somewhat familiar with what constitutes an integration. If you've used solutions such as Marketing Cloud Connect, you can easily see the power that integration can provide. Before we contrast these two types of solutions to common marketing automation problems, let's define exactly what we mean by a custom integration. The definition for this can be a bit fuzzy, and can largely depend on the context of both your business and your current implementation. But we can largely define it as a software solution that is specific to your exact use case and is wholly configured and maintained within your organization. This could be something as simple as a plugin or webhook to transfer data or something as complex as a full-suite content management system for your organization.
This differs from the out-of-the-box alternative...