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Your marketing tools need to share information with each other. A webhook is one of the most common ways they do it. This article explains the two directions a webhook can go, so you can tell which kind you need.

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What a webhook is

A webhook is a web address (URL) that lets one app send information to another app automatically, the moment something happens. Nobody has to export a file or copy data by hand. Every webhook has two sides:
  • The sender is the app where something happened, such as a form fill or a webinar view.
  • The receiver is the app that owns the URL and does something with the information.
In allGood, what matters is which side allGood is on. That gives you two kinds of webhook: incoming and outgoing.

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Incoming webhooks: allGood listens

With an incoming webhook, another tool sends information to allGood. allGood gives you a unique URL. You paste that URL into the other tool’s settings. From then on, whenever something happens in that tool, it sends the details to allGood, and allGood records them on the right person. Examples:
  • A person watches a webinar on your webinar platform, and the view appears on their allGood timeline.
  • A person finishes an interactive product demo, and allGood records which demo they viewed.
  • A content platform reports that a person downloaded an asset, and allGood updates their status in the campaign.
Think of an incoming webhook as giving another tool your mailing address. The tool decides when to send; allGood is ready to receive.

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Outgoing webhooks: allGood sends

With an outgoing webhook, allGood sends information to another tool. The other tool gives you its URL. You add that URL to allGood and choose which person or company details to include. When a person meets the conditions you set, allGood sends those details to the other tool. Examples:
  • When a new person arrives, allGood sends their name and email to an enrichment tool so it can fill in missing details.
  • When a person submits a support request form, allGood sends the details to your help desk to open a ticket.
  • When a high-value person takes an action, allGood sends their details to an automation tool that posts an alert for sales.
Think of an outgoing webhook as allGood mailing a letter. allGood decides when to send; the other tool receives.
If you’re coming from Marketo, an outgoing webhook replaces the Call Webhook flow step in a Smart Campaign. An incoming webhook replaces the connection a vendor used to write data into Marketo on your behalf.

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How to tell which one you need

Ask one question: where does the information start? Some tools need both. For example, you might send a person’s email to an enrichment tool (outgoing). The tool then sends the enriched details back a few minutes later (incoming).

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What to keep in mind

Treat a webhook URL like a password. Anyone who has an incoming webhook URL can send information into allGood. Share it only with the tool that needs it. If you think a URL has been shared by mistake, ask your allGood team to replace it. Field names have to match. Each tool names its fields differently. One tool’s Job Title might be another tool’s Title. Setting up a webhook includes matching the fields so information lands in the right place. Timing varies by tool. Some tools send the instant something happens. Others send in batches, every few minutes or once an hour. Ask the other tool’s vendor how often it sends, so you know when to expect new activity in allGood. Not every integration uses a webhook. Some tools connect to allGood in other ways, and allGood checks them on a schedule. You don’t need to know the method. What matters is which direction the information moves and what happens when it arrives.

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Get help

If you’re not sure whether a tool needs an incoming or outgoing webhook, contact your allGood team. Include the tool’s name and what you want to happen. For example: “When someone attends a webinar, mark them as Attended.” Your team will confirm the right setup and create any URLs you need.