What does a Webhook do when configured with RLM?
A webhook sends a packet of data to a designated destination URL when a specific triggering event occurs. In the case of Retail Lead Management (RLM), this trigger can be something like a change in the lead stage. Once triggered, the entire lead object is automatically sent to the configured URL without requiring further action from the user.
How Can This Be Helpful?
Webhooks are highly beneficial because they automate the process of sending data from one system to another in real-time. For instance, in RLM, when a lead reaches a particular stage in the sales pipeline, the system can automatically push the lead information to your CRM, marketing platform, or any other system that you use for tracking customer interactions. This can streamline workflows, reduce manual data entry, and provide immediate updates to the systems you rely on.
How Is This Different Than an API?
While both webhooks and APIs facilitate communication between systems, they work differently:
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Webhooks are event-driven, meaning they send data automatically whenever a specific event occurs (e.g., a lead changes stages). The receiver does not need to request the data; the webhook sends it automatically to the configured URL.
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APIs require a system to actively make a request (a "pull") to retrieve data. In other words, the API user has to ask for the data each time they need it, rather than receiving it automatically when something changes.
Webhooks push data, while APIs generally pull data.
Common Use Cases for Webhooks
Webhooks are commonly used to automate and streamline workflows between different systems. Some examples include:
- CRM Integration: Automatically send lead data to your CRM when a lead reaches a new stage in RLM.
- ERP: You want a lead (aka customer contact info) to be sent to your ERP when you move a lead to a specific stage so that the customer record is available in your ERP.
- Marketing Software: You want a lead (aka customer contact info) to be sent to your marketing software when you close a sale in order to trigger a referral and review request email to be sent to your customer.
What Webhooks Are Available Today in RLM?
Currently, RLM supports a single Lead Stage Change Webhook. This webhook can be configured to send the entire lead object to a specified URL whenever a lead reaches a particular stage in the sales pipeline. It is limited to one webhook per organization, but future functionality may include multiple webhook endpoints.
What Information Is Required to Set Up a Webhook in RLM?
If you like to set up a webhook in RLM, we need the following information from you:
- WebhookService: Confirm that you want to activate the webhook service for your account.
- WebhookService: The URL where you want the lead data to be sent. This is where the lead information will be pushed whenever the triggering event (lead stage change) occurs.
- Pipeline Stage: You'll need to specify which lead stage will trigger the webhook. This allows us to set the service hook accordingly.