While the phrase “webhook” has been around since 2007, it was mostly uttered by developers and programmers.
Now “webhook” is being spoken by more and more marketers, especially performance based marketers who geek-out over marketing metrics and combining technologies to automate marketing actions.
We unabashedly fall into this camp.
Why are webhooks getting more popular?
Two reasons: first, I can confidently say that there are more online tools now than ever in the history the World Wide Web. Tools that matter to a marketer and make their work more productive and easier are proliferating online. Online SaaS and PaaS are exploding.
Second, the boss is demanding more marketing ROI, more marketing metrics, and more efficiency.
Enter stage right: webhooks. Webhooks allow your online platforms (CRMs, learning management systems, marketing automation platforms, etc.) to talk to each other and trigger actions from one to the other.
Just think Matrix.
A webhook is a modern inter-application communication method used to send information in near real-time to third-party web service end-points.
Webhooks are simply an HTTP post triggered by an event that occurs within the application which contains a payload of data serialized within the URL as parameters.
I’ll say that again in English: webhooks is the latest and greatest way to pass data from one web platform to another. This opens a whole new world of integration and marketing automation possibilities.
How do webhooks work for call tracking?
Use webhooks from Convirza to transmit data to your CRM or LMS. Webhooks are triggered by certain actions, such as a completed call or a call scored.
The triggered webhook then passes preselected information, such as the caller ID, phone agent, tracking number, call status, lead score, or other data from Convirza to your web service.
Know almost instantly when a hot lead calls, when a sale closes on the phone, or other events, and get this info placed into your web service without lifting a finger. It’s like magic.
1) Send a follow up email to caller after a phone call
Harry has been a hot prospect for a while. A marketing qualified lead, he’s downloaded some white papers and opted in to your email list. Harry is shopping for a highly responsive vendor partner. After Harry calls Convirza, webhooks can be used to post call detail information to your company’s CRM application.
By doing so you can automatically synchronize CRM information related to the call event and trigger an email. The webhook will update the CRM’s customer record with the fact that he called and was sent the automated email.
2) Add additional prospect details to prospect record in CRM
Continuing Harry’s story above: in addition to sending him an automated email after calling, Convirza can collect additional caller information such as phone number, address, company size, and other available information and enter it into the prospect record.
No more scrambling to scratch the phone number on the back of a financial report and trying to remember where you put it the next day.
3) Change lead nurturing email segments
You’ve got a sophisticated series of nurture emails with the call-to-action of “call us now.” After your prospect calls, it would be a waste of a marketing touch to keep asking the prospect to call, and you’d look stupid.
Convirza can send a webhook to your marketing automation platform to push this prospect form one nurture segment to the next, helping them progress through the sales funnel with a new call-to-action, something like, “Download this 3rd party expert analysis of why you may get scabies if you use our competitor.”
4) Alert account owner of a customer phone call during the call
Harry has been working with Sally. Sally is intimately familiar with Harry’s business needs and situation. However, Harry insists on calling the toll free number from the website rather than hunting down Sally’s phone number.
As soon as his call connects, Convirza can send caller details to the companies CRM which will trigger a pop-up screen on Sally’s computer screen telling her that Harry is on the phone. Sally grabs the phone while Harry is grilling Scott the intern.
5) Score leads and prioritize sales activities based on overall lead score
Convirza scores phone calls; webhooks can then be triggered based on the overall score of a call. Let’s say you have a team of junior sales reps that field inbound calls (or make outbound calls—both ways work with Convirza).
The prospect mentions a competitor or two, talks about some of your key features, sounds excited to buy, and even mentions a buying time frame. The lead score of this phone call would be relatively high. This information is passed to your CRM. Your CRM could then assign a score and put the prospect in the appropriate bucket for definite follow up from a senior sales rep.
6) Score leads and prioritize sales activities based on conversation analytics
Let’s say your prospect calls your 800 number and talks to a rep at your call center. On the call, she mentions that she’s been using one of your competitors. Convirza analyzes the dialogue and picks up this information. This could trigger a webhook that would send this information to your CRM and assign prospect ownership to a sales rep that has experience with this competitor.
Webhooks are awesome.