From email marketing sequencers to CRMs and scheduling tools, the average B2B sales team today has to contend with a vast range of software.
Research from 2021 found that the average sales tech stack consists of between 4 and 10 tools, and it’s not unlikely that with the growth in the availability of AI tools over the last few years, this has grown considerably.
Companies are collecting more data on each prospect’s sales journey than ever before and using more tools to do so. Inevitably, the question becomes: how do you ensure complete visibility of lead and sales performance data across your entire tech stack?
We built our signal-based full funnel orchestration platform, Warmly, with integration in mind. Our solution is designed to sit at the center of your GTM motion, providing full connectivity to all of your tools.
Today, we take it one step further by introducing Webhooks in Warmly. This massively expands the number of platforms and technologies we can integrate with and offers you even more ways to use our workflows.
How Webhooks Work in Warmly
Webhooks are an alternative to APIs that allow data to be pushed between software. Whereas APIs run on requests, webhooks are event-driven, allowing for automated information sharing as soon as a chosen event is triggered.
In Warmly, you can already create automated event sequences based on triggers like visitors returning to your website or other specific signals that leads demonstrate.
By integrating automated email sequences and LinkedIn messages into their workflows, your sales teams can set up end-to-end sequences that start when a visitor lands on your website and end with conversion via personalized outreach.
Now, Warmly users can integrate webhooks into workflows, enabling the automated sharing of lead data with other parts of your tech stack, including enrichment tools and sequencing platforms.
Because webhooks are sent in real time, you can keep all of your GTM tools updated with essential data without your sales reps needing to transfer information manually.
Plus, with complete customizability, you can set up webhooks in tailored ways that work for your sales team. These actions might include:
The result? Seamless data sharing across your tech stack so your sales and marketing teams always have 100% visibility.
An example of where Warmly fits into your broader GTM tech stack.
Adding Webhooks to Warmly Orchestrator
You can set up webhooks via Warmly’s Orchestrator, our sequencing tool that enables you to set up automated workflows based on triggers like ICP-fit, intent data, and specific website actions.
We’ve got plenty of ideas on our Playbooks page for how to use Orchestrator to target high-intent leads. For example, our person-level outreach play, which you can use to target prospects who, say, frequently visit your competitor comparison pages or DNF a form fill.
Our workflow creator is super flexible. You can add multiple events in one flow to determine exactly who you want to target with your outreach and what you want to do once Warmly has identified a visitor who fits the bill.
With the addition of webhooks, you can now end personalized workflows by pushing Warmly-identified contacts to another GTM platform, giving you further personalization options for each visitor segment.
For instance, you could push specific segmented leads into a Facebook Custom Audience and then set up ads targeting this particular segment of Warmly-identified leads.
The same works for LinkedIn ads (and with automated LinkedIn outreach, you can set up personalized messaging sequences in the same sequence as you push audience segments into LinkedIn ads.)
Warmly’s Orchestrator is built to get granular with how you segment your leads, whether by company or person-level filters. So, instead of pushing all contacts somewhere, you can filter to the exact contacts you’re interested in for each workflow.
TLDR: thanks to our webhooks integration, other critical tools in your GTM tech stack can now benefit from all the detailed website visitor information available in Warmly.
Playbook: Push Data to Clay via Webhooks
Are you already using Clay to enrich and action your sales data? Warmly’s new webhooks integration allows you to automatically push Warmly-identified leads into Clay, with no manual data transfer required. (You have no idea how happy that makes your sales reps.)
With Warmly’s granular segmentation of visitor data and Clay’s enrichment opportunities, it’s now easier for your sales team to identify the highest-priority leads with minimum effort. (Here’s a how-to on setting up Clay integration in Warmly if you’re just getting started.)
To push data to Clay via webhooks, you’ll set up a workflow as usual in Orchestrator. Decide how you want to segment contacts, add specific intent triggers, and email and LinkedIn sequencing. Make that workflow your own.
Then, at the final stage, add the cherry on top: the webhook. This will push whatever contacts you’ve told Warmly to identify directly to Clay. Save your workflow, and you’re good to go.
Warmly: Data-Driven RevOps
Warmly combines best-in-class intent and contact data with flexible software integrations. It’s your go-to platform for de-anonymizing website visitors and automating personalized outreach with AI-powered sequences across website chatbots, email, and LinkedIn.
Our tools integrate seamlessly into your CRM, Slack, sequencers, and more, bridging the gaps in your workflow and creating a truly cohesive, end-to-end sales and marketing operation.
Ready to get started? Find out more about setting up webhooks in Warmly in our help guide.
If you’re not already a Warmly user, you can actually get started with Warmly completely free today. Want to find out more about what it can do for your revenue operation? Book a demo with one of our sales team.