This is a contributed post by Greg Getner, an ActiveCampaign Certified Consultant.

Webhooks are one of the most useful — and underutilized — actions within the ActiveCampaign automation builder.

You don’t need to be a developer — or particularly technical, for that matter — to start using the power of webhooks in your business.

Simply put, webhooks let you send your ActiveCampaign data to 3rd party applications like Zapier (a popular tool and favorite of mine, but more on that later).

More importantly, connecting ActiveCampaign to the other marketing and operational tools you use daily helps you make the most of a powerful tool like ActiveCampaign, to automate not only your email marketing but your business and sales processes as well.

In this article, we’ll look at just how easy it is for you to add webhooks to connect your business platforms, and how doing so can increase your revenue and efficiency.

The easy way to use ActiveCampaign webhooks

While you can use webhooks within developer settings, in this article we’ll stick to adding a webhook in the ActiveCampaign automation builder, using Zapier as our webhook endpoint.

This makes setting up webhooks and connecting ActiveCampaign to potentially thousands of other platforms incredibly easy. It takes just a few steps.

1. To get started, create a draft automation, click on the + button in the automation builder, and then navigate to the Conditions and Workflow tab. From here you’ll be able to select the Webhook action:

2. Once selected, ActiveCampaign asks you to provide a URL to send (or post) your contact’s information to.

Finding this URL is easy with Zapier.

Note: While you don’t need to use Zapier to use webhooks, Zapier makes it incredibly easy for a nontechnical person to both generate the requisite URL, and then connect it to any of the thousands of apps that they have in their marketplace.

3. In your Zapier account, create a new Zap. For your trigger, search for Webhook. The Webhooks by Zapier app will pop up:

4. Select this app and select “Catch Hook” as the trigger action. Zapier will then generate a URL for you to copy and insert into the ActiveCampaign URL field from step 2.

5. Now you have a lovely new webhook action to be used in your ActiveCampaign automation!

6. To make sure everything is working correctly, you’ll want to test the contact fields that ActiveCampaign pushes into Zapier.

To do this, I like to create a fake profile, then manually add that profile to the draft automation. Then, in Zapier, click the “Ok, I did this” button. You’ll be able to see all the contact fields for the contact that you just sent into Zapier:

7. From here you can push this information into any of the thousands of apps that Zapier enables out of the box.

Use case: Empowering sales team automation to close 35% more business while increasing efficiency

If your company has a sales team, I’ve found that webhooks can be especially useful to help close more deals and improve the efficiency of your team.

For example, one of my B2B clients wanted to better leverage their sales team to follow up by phone with leads submitted through the website. They also wanted to save time by automating the creation of proposals and contracts that had previously been done by hand for each new lead.

On the sales automation side, the client in question used Slack as the hub of their team communication.

We created a webhook for new leads through the website using Zapier, and then connected the client’s Slack account as the end action.

New leads were then broadcast in real-time to the sales channel in Slack with the contact details of the user. We then created an automation that would fire when the lead opened an email and clicked on a link. The automation passed that information into Slack, which led to even higher levels of “right time” relevancy for the sales team and prospects.

The sales team could then follow up with a phone call in real-time, at the right time, to the prospect, which helped increase close rates by 35%.

We then pushed the lead data acquired in ActiveCampaign into a proposal and contract software template. This allowed the sales team to save the time that they had previously spent creating these documents manually.

The combination of “right time” messaging, aligning with the client’s marketing stack and processes, and automating contract and proposal creation helped the client to close 35% more business in the first month after implementation. The sales team also became much more efficient, allowing them to spend more time prospecting new business versus manually and repetitively building contracts and proposals.

Final note

This is just one example of how you can use webhooks to improve the effectiveness and efficiency of your business. You don’t need to be a B2B business or have a sales team to see improved revenue and automation-based efficiency.

The great thing about ActiveCampaign webhooks and Zapier is that there are innumerable combinations with ActiveCampaign automation triggers and Zapier endpoints — so there are innumerable use cases and applications you can build to connect your favorite platforms.

In the case of ActiveCampaign automation webhooks and Zapier, the only limit to what you can automate and build is really your imagination!

Greg Getner is the principal of GET GETNER, a digital growth and automation consultancy. He is ActiveCampaign and Zapier certified, with over 16 years’ experience working with Fortune 100 brands and high growth startups. To learn more or schedule a no-obligation free strategy session with Greg, visit getgetner.com.