 Yeah, so my name is Brian Weinstein. I'm a solution consultant here at workado on the embedded platform team. And so today, I'm going to be talking about the embedded platform solutions offering, solution offering, right? So what is the embedded platform? What does it do and how it can help you and more importantly, your customers integrate and automate their different applications together? So a little about workado just before we begin. Workado is a market leader in integration and automation space, powering mission critical business processes for some of the largest and fastest growing companies in the world. We are really humbled and thankful to our over 7000 now customers who have entrusted us with their support in this journey. So our earlier sessions of workado kitchen have been focused on achieving automation to scale for many of our direct customers. But today's session will be focused on another segment called the embedded platform, which targets top B2B SaaS companies and product vendors who want to leverage us in their integration and automation journey. So adding to the large set of direct customers as an embedded platform team, we have been seeing really, really large stagger honestly, staggering growth in the last 18 months. Being part of this embedded team, I'm really excited to show you today how we can help you on that integration journey. So as an application vendor, why would you be interested in this embedded integration and automation platform? The reason is that there's been a massive explosion in app usage across all major lines of business. And we've been seeing a 30% increase in SaaS apps used by businesses. So even in a single business use case, there can be many applications that need to be integrated. This means that customer information is spread out across many different applications and it becomes a necessity to have access across all these applications and share data between them. And this is becoming increasingly more important as more businesses are leveraging specialized cloud applications. So as specialization is disseminated, as it grows throughout the business, you need more and more help with integrating those applications together. So with this demand for integrations between the growing number of applications, teams have to assess how to create scalable solutions. And we have seen several approaches. Application vendors have made significant strides in this space through providing APIs, but APIs alone don't solve the problem, right? Sometimes in order to leverage the APIs, you need to have advanced product knowledge as well as have access to a sandbox environment for each one. So often, the difficult job of leveraging application vendor APIs can fall on customer success or professional services. And those custom coding costs add up. App vendors often, they can have integration referrals, which work well for small use cases, but scalability can become questionable during the sales cycle, right? And the final option there is to build in-house. So more than 60 of our embedded platform partners have taken this route. But due to the demands of integration and automation, ended up partnering with us to help bridge the gap, right? They may be still used some of those integrations that they'd already built instead of just flat out replace them, but they used us to take it to the next level, right? So that brings us to building versus buying, right? So over time, as you grow, the answer to some of the, you know, the building versus buying questions can change, right? There's cost, right? The number of integrations and, of course, the complexity of the integrations, they all play a role in determining if an iPass is right for you. So a quick stat is that over 70% of the largest SaaS companies out there offer an app store for integrations. It's something that has just has to be offered. I think it's table stakes at this point if you want to scale. So when does it make sense to build? Because it does make sense to build some of the time, right? It makes sense when the user experience is paramount and your use cases are very narrow and they will remain static. If it's also strategically important, it might also make sense to build depending on the size of your company. And as far as when it makes sense to buy, that's a bit different, right? One important factor is speed and time to market, which is really critical in the growth stages of in, you know, in our ultra competitive landscape, right? Another factor is you is I guess your product team and the team that is responsible for building it. So that team, of course, needs to have bandwidth to focus on the core features. And if they don't have that time, they will get bogged down on maintaining these integrations. And even if you offer only 10 or 20 integrations, you know, how many of these need to be customized for each customer? So a quick story here is that we actually have a partner Tango card that used a combination of building and buying in their solution. So for the most, for their most important integration sales force, they decided to build it themselves, but used Mercado for the rest. So, you know, there can be a balance there between building and buying. And we encourage that. So how does the embedded solution for Mercado come into play? How I bring the power of the, you know, how do I bring the power of this platform to my customers while still preserving the really important seamless user experience that I've worked so hard to give them as a product owner, right? I've worked so hard to provide them this very carefully put together user experience. And I want to preserve that. So through this embedded offering, we're providing a robust, flexible and most importantly, scalable solution for you folks that are looking to partner with us in their integration journey. So why Mercado? With the foundation in Mercado's best and breed and low code, I pass technology, the Mercado embedded platform layers a multi-tenanted solution architecture, critical management capabilities and an outcome oriented approach to implementation that efficiently solves your in-product integration and automation needs. The embedded platform customer has a global administrative instance of Mercado, so the embedded platform customer in this case being you, right? So your account is where you build out, test and deploy recipe templates and global administrators can manage customer accounts, the governance of those accounts and recipe distribution programmatically. So we give you the option to manage all that through the UI if you want to or programmatically if you need to. The global administrator account can also be used as a demo instance for pre-sales efforts. And this scalable approach allows you to create templates for the common business processes you'd like to automate for your customers. So that once they're deployed to your customer accounts, they can be modified based on their unique business needs, right? Common modifications your customers would make to a recipe include, you know, of course, authentication to their different applications, custom field mapping, logic and configuration and other customer specific business process considerations. So Mercado is built to provide the most efficient, secure, and of course, like I said, scalable solution for teams looking to solve in-product integration challenges. And the Mercado embedded platform partners, so what it will be you guys could take our existing I-Pass platform and the connectors that we already have in our ecosystem to solve for the technical challenges of integrations and automations and turn their attention to the core products that are unique to their marketing customers. So you guys, what that means is that you guys can take, you know, what we have done, use it to instantly upgrade your application and the features that you guys offer and then return back to enhancing the things that you guys already do well, which is your core product, right? Embedded integrations from a solution like Mercado alleviates those engineering teams from setting up, or from staffing up, I should say, for expertise in API building and freeze up Scrum teams from DevOps work to focus on new feature capabilities that are unique problems for the target market and product. And since Mercado takes on the burden of API maintenance, post-implementation platform management can live with non-technical roles like product management, product owners or business analyst roles who will leverage the global administrative account to manage accounts and develop and distribute new recipes. So what's the experience like for my customers? I'm sure you're asking yourself right now, right? There are several different ways to deploy or embed the platform in your application. It depends on several factors, but everything is managed through a specific combination of APIs and iframes. So if speed is important to you, then taking a partner-managed approach is probably best. This option allows you to embed iPass and brand it as your own. This can be rolled out with little effort and time in weeks. Another option is the seamless redirect. So you can simply provide a link for your customers that takes them to a branded and customized instance of Mercado. This Mercado instance has a very simple and intuitive interface, and with a built-in marketplace that your customers can use to search for different integrations and install them. Finally, there is our fully integrated option. Through a combination of, like I said, APIs and iframes, you can build essentially any part of the Mercado platform directly into your product, which is something pretty cool, I think. And we have customers across each of these different deployment models, and many of those customers that use a combination of these things depending on the customer that they're talking to. And many of our customers have actually, our partners, I should say, have matured from left to right, so whatever suits their strategy at that time as they grow. And at the end of the day here, the bottom line is that our solution is highly configurable to fit your product. And then now we're going to do another quick poll. Based on the configurations that I've already talked about, which ones are lying to your ideal integration strategy? So we have pre-built integrations, a branded experience, or the fully embedded integrations. So go ahead and answer, and then we'll see. All right. So it looks like most people prefer pre-built integrations, but it also seems like it was pretty widely distributed. And that's okay. I think most of our new partners, before they I think understand what goes into embedding workado fully, they probably want to offer like a pre-built integration, that's fine. Thankfully, workado is flexible enough to accommodate for all of those use cases. So now that we have talked about the different, what actually embedded is and what the, what some strategies around deploying workado embedded are, I want to actually show you what workado is, right? And demonstrate the power of this platform and what actually goes into embedding it. So one quick note before we begin the demo, I want to talk a little bit about the two types of personas that we'll be exploring as it relates to the embedded platform. So we have both an embedded partner perspective, so that's you, and embedded customer perspective. So that's your customers. So I want to keep these persona names in mind as I go through the demo. And I think that will illustrate how each of these different personas might leverage the platform differently. So in this case, ACME as an embedded partner, which is again, you might have an integration administrator or professional services or a customer discuss manager that actually manages the embedded experience for the customers. And Clone or Pipe Piper as embedded in customers, meaning your customers, might be administrators or users within their business and IT departments. So let's actually dig in here. I'll show you what it would look like. So this is a little demo environment that we put together to illustrate how all these pieces fit together. And right now I'm in ACME ERPs integration hub, right? And I'm logged in as Pipe Piper. So in this case, I'm Pipe Piper. I'm the customer and I'm logged into ACME ERP. Here I can see a dashboard of some of the activity that's gone on in my account. But the really cool part here is going to be in this little connect section here. So as Pipe Piper, I might have a few different ideas about the kind of integrations and automations that I want to implement, right? And as ACME ERP, I can display some of the applications that you guys might have recipes already built for or some of the things that you think your customers might want to see here, right? And you can organize them in any way you want. You can pull these from work auto itself and then display all the different kinds of options that you might want to provide, right? So let's say as Pipe Piper, I want to integrate ACME with Salesforce. So my instance of ACME with Salesforce. So I click on Salesforce here. And I'm displayed with a few different things here. The first thing I probably want to do is actually connect to my Salesforce instance. So I can actually click connect to Salesforce. And I'm presented with this little iFrame here. So this is actually something really cool. This is an iFrame that's linked to Pipe Piper's own work auto workspace, right? So their own tenant. So that's really important in how work auto is architected as we have a multi-tenant approach to architecture, meaning that Pipe Piper, as a work auto customer, or as an ACME ERP customer, I have my own workspace. And I have my own set of connections into the different applications that I want to integrate with. So in this case, I'm integrating into Salesforce. And when I click connect here, I'll authenticate into Salesforce. And my Salesforce connection will be, will list as connected in my account here. So if I click connect, I just log into Salesforce. This is an OAuth flow. So I'll be redirected back into work auto. And then it should say connected. And now I'm connected to Salesforce. Now that I'm connected to Salesforce, I have a few different options as far as what I can do here in this integration environment, right? We have this concept that you might want to offer your customers called quicksyncs, right? So these are pre-built recipes that you load into the customer's workspace, right? So into Pipe Piper's workspace. And give them the option where there's not really a whole lot of like, you know, configuration that needs to happen before they can just run this sync, right? So it's pretty low on the configuration, not a whole lot of like remapping. So let's say as Pipe Piper, I want to sync issues from Acme with Salesforce cases. So I can click on this and I present it with some details around what the sync is. And then a few different configuration options here as well. So as Pipe Piper, I might want to, you know, dictate what the Salesforce case status should be when the Acme issue is in the new state in Acme. So what I can do is I can actually select from this list of Salesforce case statuses what I want the mapping to actually be. So something really cool here is that we're actually using a couple of things here. We're using a metadata API in the back end that actually goes into Salesforce, pulls that list of Salesforce case statuses and displays them here to the user. So even if the user has a really, you know, has like a hundred different Salesforce case statuses for some reason, right? We can display them all here and they'll be able to see all the things that are unique to their account. And then through our pick list APIs, you're able to actually set these values in the recipe itself before you run it. Which is also really, really cool. So if I want to set these as my example, right? I can go ahead and click start, right? And the recipe should run with these two parameters set, right? And the way that that works is through our, you know, our API platform, or I'm sorry, our platform API, a little different, I want to click start and actually we'll go through the API in the back end and start work auto. Sorry, start this recipe in work auto and the sync will begin as ACME, right? And as ACME, right? My users, you know, they might, depending on their use cases, they might, you know, not really be able, you know, these quick syncs might not cover it for them. You might want to give them more options as far as what they can do in your integration environment. So if you want to offer this, you can offer them the ability to actually start building recipes directly in your platform, right? So I'm still an ACME ERP, I'm still as Pied Piper, but now I'm actually in the recipe builder and I can actually build a recipe from scratch, right? So lots of flexibility there. So, but what if you want something in the middle, right? You don't want to necessarily offer them, you know, all the options under the sun is in terms of like actually building recipes from scratch, but you need to do more than just quickly sync something with, you know, with some small mapping elements in there, right? So what they can do is they can, you can offer them some automation templates. So as Pied Piper, I can see different templates. This is obviously workday, right? I can see some templates that you guys have decided as ACME ERP to offer them that they can use based on use cases that you think that they might have, right? So let's say this looks interesting to me as Pied Piper, I can go ahead and view this template and I can actually see the recipe as it exists in the recipe editor and, you know, click into each step, right? See the configuration of each step, right? And then if I want to use that recipe, I can actually use it and then modify it if I need to or just, you know, do some quick remapping and move forward with it, right? So at the end of the day, there's a lot of, you know, the bottom line here is that there's a lot of flexibility in how you offer this, you know, bypass solution embedded for your customers into your platform as ACME ERP. So that's all really cool, right? But how do I actually manage all this stuff, right? As ACME, how do I provision my customers, my customer accounts? How do I move recipes in and out? How do I actually, on a day-to-day basis, manage this stuff? Because this is going to be where your, you know, ideally your non-technical people are going to be living every day, you know, doing all the stuff for your customers and providing these integrations. So let me actually go back into the Mercado platform here. And now I'm actually logged in as ACME. So I'm logged in as you in your admin account. I don't know if you guys have seen Mercado before, but I think if you have, the first thing you'll notice is that there's lots, this is really similar to a normal account, a quote-unquote normal account, right? You still have your recipes. And in this section, this is where you, or perhaps a partner would develop and maintain those recipes that you would like to build for your customers for them to use in their accounts. Generally, our partners use this as a development environment to build and test what we call template recipes and custom connectors that can then be inserted into individual customer accounts like Pied Piper for their use through our recipe lifecycle management tool. And just like you would see in a individual workspace or tenant account, I have the ability in this account to bring in team members and actually collaborate with them within this environment. So if you have multiple people working together on building recipes or working on connectors, you can bring everybody together to work in this one centralized account. And with a focus on team cooperation, this admin account is designed for our partners to easily build, deploy, and importantly maintain customer solutions without reinventing the wheel every single time you onboard a new customer. So you can build and keep those template recipes in this account that might account for 80% of your customer's use cases. And although it looks like a normal account, there's a couple of things are still different here. So of course at the top, you'll notice that the logo has changed. And for your admin account, you can insert your own logo here as well as your own brand colors to the upper banner section. And the key differentiator here, the most important thing between this special admin account and normal tenant account is this admin button. So if I click on this admin button and go into manage customers, I can actually, I'm actually in the admin console now. So when we jump into our admin console, we're first going to land directly on our customers page. So imagine that this table of, I guess it says 91 customers is your list of 91 customers using this integration platform. So from here, you're getting a quick look at the management of them. And this whole purpose of this console would be to manage and maintain these integrations from both a go to market and billing perspective. And you can track their usage through various metrics that we display. So you can also filter them down by what plan they're on. And I'll talk about plans in a minute, what statuses they have if they're in trial or if they're active, different applications that they're using, et cetera, right? You can filter them down and organize this admin console list of customers by whatever you want, right? So if we want to actually add a customer, what does that look like? So if I click add a customer here, I can provide their name, the notification email. And of course, when you're creating a customer, this would be a net new workspace or tenant, right? You would use this form. The notification email would tend to usually be someone within your organization, unless you want your customers to directly receive error notifications, which is totally fine too. And the plans which I mentioned before are things that we would curate with your team during the onboarding process. And this list would really depend on the go-to-market strategy. So for example, if you're using connection-based pricing, you can put your customers into five, 10, or 20 connection buckets, and then we're able to alert you once they've reached their limit. So the best part about this customer tenant provisioning process, I think, is that it can all be done programmatically, right? And it would be part of the whole onboarded, sorry, automated customer onboarding workflow that you could create, which would involve programmatically creating users, giving them roles, assigning them a plan, et cetera, right? So if I want to click into this customer account, let's actually go into Clone. Let's assume that Clone is one of your customers, right? And click into the account, see some high-level metrics about how they're leveraging the platform. And for example, you can see what connectors they're using if I go down to the bottom here, sorry, connections, and as well as the tax percentages and connections that they're using. These guys are on a limited plan. That's pretty nice. So they won't run out of connections or tasks, but you can see those metrics here. So if I click on collaborators, I can also see the list of collaborators that are part of this account. So you can see who in their account, who they've invited into their account if you want to actually give them access to their Ricardo tenant to actually add users. You can see who they've added, who you've provided access to in that account. And in the Settings tab, we have even more options for control over this user account. So this is where you could modify their usage plan or flag them as a trial account. And the additional piece to all of this is actually being able to access the account and modify it just like any other admin within that account would be able to do. So given the right roles and permissions from an administrative perspective, you would be able to see this switch to this account button, which actually allows me to get into the tenant itself. This is where our multi-tenant approach to embedded customer management, I think really comes into play. So I could switch into this account. And now you can see up here, this has changed. And now I'm actually in clones customer account as an individual account within this tenant. But I do, of course, roll up into your admin account that I've adopted. I've adopted your branding, right? And obviously you've got purview into this account. So as a professional services consultant or maybe a support rep, I can go into this account and create new recipes, enhance existing ones, fix bugs, or do whatever I need to do on behalf of the customer. And of course, the recipe that we started earlier within the Acme ERP integration hub would be here, right? So the other thing I can do is click on the community library. So should you decide to provide your customer's access to it, they will also have the ability to search our community for new connectors, as well as pre-built recipes that they might want to leverage for their integration and automation use cases. So this ability to self-service will save your customer success in professional services teams lots and lots of time. Because a lot of times customers know what they want and they're technical enough, which isn't really that technical platform, but they know enough about the platform to do this themselves and build from the ground up. When you put it all together, the bottom line is that through our robust API platform, as well as iFrames, any of the work auto experience can be embedded into your platform. Hopefully this quick demo was able to demonstrate the art of the possible within the work auto embedded platform from both a front end perspective, so what your customers would experience from a back end's perspective, which is all the admin tools that I just showed you. Work auto embedded offers, I think, an instant product enhancement that is not only easy to set up, but easy to manage and scale. So what are some of the key benefits of leveraging a platform like this to deliver integrations and automations that scale for your customers? First and foremost, speed. Your time to value for these integrations is drastically reduced, and the vast majority of these use cases, your customers can just self-service and build their own if they need to. And second, I think the flexibility of the deployment options allows the platform to easily fit into your desired end user experience. And finally, I think we can deliver a marketplace look and feel to your integration environment. That is something that many of the top SaaS companies out there are trying to offer. So at the end of the day, why choose work auto? A few different reasons. We're expediting sales through reduced friction in the sales cycle. And in fact, we've seen a trend where SaaS buyers prioritize integrations and their buying criteria. So how about your sales teams and use an iPass platform? Yeah, I think they'll thank you for that. Integrations can also help reduce churn. And in fact, I think it also helps in the stickiness factor by I think up to 25% when your product is already integrated with four or more apps to start off with. And integrations can help reduce burden of the development on you and your customers. And you can also add a new recurring revenue stream by passing off the integration costs as a separate revenue stream. So your sales and CS teams are going to love this. This is really, you know, this is something that as a product owner, you will ultimately probably be this decision maker on, but your sales and customer success teams are going to love it when you're able to offer them this ease of use.