Which marketplaces, integrations and trust platforms B2B SaaS actually builds for

Six findings for founders and GTM teams

The 47 named ecosystems, ranked

Share of the 479 B2B software companies that publish a dedicated integration page, marketplace listing link, doc slug or integration-hub entry for each named platform.

Workflow automation marketplaces: Zapier vs n8n vs Make vs Workato

Marketplace gatekeeper & economics ledger

What emerging vendors actually face when getting listed across the 14 primary app marketplaces, directories and cloud procurement portals.

How company size, pricing model and comparison strategy shape the stack

Because this study uses the exact same 479-company frame as our Pricing Transparency (S1) and Comparison Page (S3) studies, we can cross-tabulate ecosystem investment against company scale, pricing architecture, and competitive publishing.

1. By company size: the day-one stack vs the 200-employee stack

The size table separates early-stage defaults from upmarket procurement gates. At 1-10 employees, Slack (17.1%) and Salesforce (10.9%) are the only individual ecosystems above 10%. At 51-200 employees, Zapier surges to 26.1% as mid-market teams automate self-serve onboarding. At 200+ employees, enterprise IT and revenue systems take over: Slack hits 56.1%, Salesforce hits 46.3%, Okta/Auth0 jumps from 5.4% to 26.8%, and G2 badge display reaches 26.8%.

2. Crossed with Study 1: Pricing transparency & billing basis

Three structural patterns stand out when crossing S8 with S1:

• Per-seat SaaS (n=63) is the most ecosystem-dependent business model in B2B software: 68.3% connect to named ecosystems, led by Zapier (28.6%), Salesforce (27.0%), and the highest G2 badge rate (20.6%). Per-seat tools must embed into the buyer's daily workflow to justify seat expansion.
• Contact-only enterprise SaaS (n=115) builds for systems of record, not iPaaS: Contact-only vendors integrate with Salesforce (23.5%) and have the highest Workday rate in the sample (11.3%), but use Zapier at less than half the rate of per-seat tools (12.2% vs 28.6%).
• Usage-based SaaS (n=50 — APIs, infra, developer platforms) leads on security, skips review badges: Usage-priced vendors have the highest SOC 2 rate (58.0%) and high Okta/Auth0 adoption (16.0%), but only 6.0% display a G2 badge on their website.

3. Crossed with Study 3: Integration libraries vs comparison libraries

Companies that publish competitor comparison pages are 2.8x as likely to integrate with named ecosystems (83.1% vs 29.9%) and maintain a median of 27.5 dedicated integration pages across the 144 companies with structured /integrations/<slug> URLs. Integration directories and comparison libraries are the twin programmatic acquisition surfaces of scaling B2B SaaS.

Trust-center platforms, compliance proof & review badges

What third-party validation B2B SaaS companies actually put on their homepages and security portals.

Top 25 integration-ecosystem publishers in the 479-company sample

Companies connecting to the highest number of named ecosystems out of the 47 tracked, alongside their total structured integration page count and S1 pricing model.

Methodology, accuracy & reproducibility

Pre-registered protocol: docs/plans/s8-ecosystem-marketplace-protocol.md. For each of the 479 companies in data/research/frame/frame.csv, our crawler (DataDabResearchBot/1.0) fetched the homepage, sitemap.xml (including up to 10 prioritized child sitemaps), the company's dedicated integration hub (/integrations, /apps, /connectors, /marketplace), and its security/trust portal (/security, /trust, trust.<domain>).

Classification discipline: Named ecosystems were matched via four hierarchy levels recorded per match: (1) outbound link to the canonical marketplace domain (e.g., zapier.com/apps, appexchange.salesforce.com, chromewebstore.google.com), (2) dedicated first-party integration URL slug (e.g., /integrations/slack), (3) word-bounded integration/connector/SSO documentation slug, or (4) visible body listing on a verified /integrations hub page (after stripping <head>, <script>, <style>, <nav>, and <footer> so error-monitoring SDKs like Sentry or Datadog and social links like GitHub are never miscounted as product integrations). Ambiguous single-word vendor names (make, front, linear, segment, gong, outreach, zoom, notion, tray) were restricted to dedicated integration slugs and canonical domains.

Precision audit: A deterministic random sample of 50 matched company-ecosystem pairs (seed=42, saved in data/research/s8/audit-sample-50.json) was manually audited against the evidence URLs: 49 of 50 (98.0%) were verified first-party integrations (1 false positive: a third-party blog article about another vendor's HubSpot integration).

Downloadable datasets: ecosystems.csv (all 47 named ecosystems with counts, CIs, and segment breakdowns) and companies-ecosystem.csv (all 479 companies).

Disclosure and corrections

DataDab sells AI-visibility work and paid inclusion in its research pages. A research mention costs $400-$1,200. Payment does not change a figure in this study. DataDab is not part of the measured set. Corrections are published on the page; send factual corrections with the URL to amit@datadab.com.

What this study does not show

• Third-party directory stubs without first-party links. We measure integrations, marketplace links, review badges and trust portals surfaced on each company's own domain and sitemap. A company listed on G2, AppExchange or AWS Marketplace that never links to or documents that listing on its own site is not counted here.
• Client-side-only integration directories. If a company renders its /integrations catalog exclusively via client-side XHR without server-rendered HTML or sitemap URLs, individual cards may be missed.
• YC-backed cohort scope. All 479 companies come from the Y Combinator B2B software dataset; developer and AI-native tools are more common here than in legacy mid-market software.