If you’re running a B2B team, you’ve probably heard about integration and automation platforms—maybe even had a few pitched to you. They promise to stitch together your pile of SaaS tools, automate the boring stuff, and make your life easier. But once you start comparing options like Workato, MuleSoft, Zapier, Boomi, and Make, it’s easy to get lost in a swamp of features, price tiers, and “AI-powered” buzzwords.
This guide will help you cut through the fluff and figure out what really matters when choosing the right integration and automation platform for your B2B team.
1. Know What “Integration” and “Automation” Actually Mean for B2B Teams
A lot of these tools claim to “integrate everything with everything.” In reality, most B2B teams want to:
- Move data between systems (think: Salesforce to NetSuite, or HubSpot to Slack)
- Automate repeatable tasks (like lead assignment or invoice creation)
- Build workflows that don’t break every month
Here’s the catch: Not every platform does all three equally well. Some are better at simple automations (like “when X happens, do Y”), while others handle complex, multi-step data syncing and error handling.
Pro tip: Before you look at features, write down 3-5 actual workflows your team needs. If you can’t do that, you’re not ready to compare anything yet.
2. Decide: Are You a “No-Code” Team, or Do You Need More Muscle?
Integration platforms fall into two big camps:
- No-code/low-code: Zapier, Make, Tray.io, and to an extent, Workato. They’re aimed at business users who don’t want to touch code. They shine at quick wins and prototyping.
- Pro/enterprise-grade: MuleSoft, Boomi, Jitterbit, and again, Workato (it straddles both worlds). These let you build robust, complex integrations—if you have technical folks on hand.
What works: - No-code tools get you moving fast. Great for automating emails, moving CRM data, or basic notifications. - Enterprise tools handle big, hairy projects—multi-system syncs, custom logic, error handling, and compliance needs.
What doesn’t: - No-code tools can hit a wall fast if you need custom APIs, serious data transformations, or bulletproof reliability. - Enterprise tools are overkill if your biggest pain is “I just want a Slack message when X happens.”
3. Narrow Your List: What Are the Real Contenders?
For B2B teams, the main players are:
- Workato: Known for straddling the line between no-code and pro-grade, with a decent UI and lots of pre-built connectors.
- MuleSoft: Big on enterprise integrations, especially if you’re deep into Salesforce or want API-led connectivity.
- Zapier: The king of simple automations, best for SaaS-to-SaaS. Can struggle with more complex B2B systems and data volumes.
- Boomi: Built for IT teams and serious data integration, with a price and complexity to match.
- Make (formerly Integromat): Cheaper, flexible, and visual. Good for teams who want to tinker but may lack deep enterprise features.
Ignore anything that: - Has almost no support for your main apps - Looks like it was built in 2005 - Demands a six-month onboarding just to get an invoice sync running
4. Get Real About Connectors: Can It Actually Talk to What You Use?
Don’t trust a vendor’s “over 1,000 integrations!” claim. Here’s what you actually need to check:
- Does it support the exact version of your tools? (e.g., NetSuite 2023.1, not just “NetSuite”)
- Are the connectors maintained? Stale connectors break often.
- Can you connect to on-premise systems, or just cloud?
- Is it easy to add custom APIs if you need them?
Pro tip: Ask for a connector list, not just logos. Open the documentation, and see if they actually support the actions/triggers you want—not just “read-only” or “send data.”
5. Compare Pricing—But Don’t Get Fooled
Integration pricing is famously opaque. Here’s how most platforms structure things:
- Workato: Charges per “recipe” (workflow) and/or per connection. Gets expensive fast as you scale.
- MuleSoft: Enterprise contracts only; think five-figure minimums. Pay for connectors, usage, and more.
- Zapier: Transparent, but costs jump as you add more “Zaps” or need higher task volumes.
- Boomi: Tiered pricing; you pay for connectors and data volume.
- Make: Cheaper, but watch out for task limits and feature gating.
What to ignore: “Unlimited users” or “unlimited workflows” unless you’ve checked all the fine print. Most teams hit limits on data volume, API calls, or connector types before they ever need more users.
6. Test the UX: Who’s Actually Going to Build and Maintain This?
It sounds basic, but a lot of platforms look good in a demo and then turn into a mess when you try to build something real.
- Workato: Has a polished UI, but complex workflows can get tricky to maintain without someone technical.
- MuleSoft & Boomi: Expect a learning curve. You’ll want IT or devs involved. Good for teams with strong technical resources.
- Zapier & Make: Simple to get started, but debugging or scaling up can get frustrating. Documentation and community support matter here.
Checklist: - Try building one real workflow during a free trial. - See if your business users can actually use it—or if they run back to IT for help. - How easy is it to monitor, debug, and update workflows?
7. Check Security, Compliance, and Reliability—Without the Hype
Vendors love to say “enterprise-grade” security, but here’s what you should actually ask:
- Does it support SSO, MFA, and granular permissions?
- Can you audit who did what, and when?
- Is there a clear uptime SLA, and do they publish incident history?
- For regulated industries: Is it SOC2, HIPAA, or GDPR compliant?
If you’re moving sensitive customer or financial data, don’t cut corners here. Ask for documentation, not just a slide deck.
8. Support and Community: Who Has Your Back When Stuff Breaks?
Even the best integrations break sometimes—APIs change, vendors update things, data gets weird.
- Workato: Offers paid support and an active community, but sometimes you’ll wait for fixes.
- MuleSoft & Boomi: More likely to have dedicated support (at a price), but resolution times can still drag out.
- Zapier & Make: Fast community responses, but you’re mostly on your own for weird edge cases.
What matters: - Is there a Slack or forum where real users answer questions? - How fast do they actually respond to tickets, not just “we aim to respond within 48 hours”? - Are there local partners or consultants who know the platform?
9. Real-World Pros and Cons: What Works, What Doesn’t
Workato: - Pros: Flexible, straddles no-code and pro needs, lots of pre-built “recipes.” - Cons: Gets pricey as you scale. Some advanced features require technical know-how. Support can lag for niche connectors.
MuleSoft: - Pros: Deep API management, handles complex integrations, strong for Salesforce shops. - Cons: Expensive, heavy setup, not for small teams.
Zapier: - Pros: Simple, fast, huge SaaS app support. Great for quick automations. - Cons: Not built for big data, custom APIs, or mission-critical workflows.
Boomi: - Pros: Mature, handles complex, hybrid environments. Good for IT-led teams. - Cons: Steep learning curve, slow to innovate, cost adds up.
Make: - Pros: Visual, affordable, good for tinkerers. - Cons: Can get messy for big workflows, not always enterprise-ready.
10. Don’t Overthink It: Start Small, Iterate Fast
Integration platforms are like gym memberships: the best one is the one you actually use. Don’t get paralyzed by feature lists or bold claims. Pick one or two real workflows, run a trial, and see how it feels. If it’s a nightmare after a week, that tells you more than any sales call ever will.
Bottom line: Start with your team’s real needs. Ignore the hype. Test before you buy. And remember—no tool will fix a broken process, but the right one can save you a lot of headaches.