What is Webhook?
Webhook is An automated HTTP callback that sends data from one system to another when a specific event occurs.
Definition
A webhook is a push-based integration method. Instead of polling an API repeatedly to check for changes, you configure a webhook URL and the source system sends data to it whenever an event occurs. 'New contact created in HubSpot' triggers a webhook to your enrichment tool. 'Deal stage changed to Closed Won' triggers a webhook to your billing system. Webhooks are faster than scheduled syncs (near-instant vs every 5-60 minutes) and more efficient (only fires when something happens). Most B2B tools support outbound webhooks; the receiving end typically requires Zapier, a custom endpoint, or an iPaaS tool.
Why It Matters
Webhooks enable real-time workflows that batch processing can't match. When a high-intent prospect fills out your demo form, a webhook-triggered flow can enrich the record, score it, route it, and notify the rep within seconds. The same flow on a 15-minute sync schedule means the rep gets notified after the prospect has closed the browser tab and moved on. In competitive sales cycles, minutes matter, and webhooks are what make sub-minute response times possible.
Example
A company sets up a webhook flow: when a target account visits the pricing page (detected by Warmly), a webhook fires to Clay, which enriches the visitor with LinkedIn data and company info, then sends a Slack alert to the account owner with the enriched profile. The entire flow runs in under 10 seconds. The rep reaches out while the prospect is still evaluating.
Tools for Webhook
Find the Right Webhook Tool
Not sure which tool fits your needs? Check out our curated recommendations: