Webhook: definition, how it works, and B2B use cases

What is a webhook?

By definition, a webhook is a way for online applications to exchange data in real time.

In other words, it’s a method for one application to notify another application when a specific event occurs. This is commonly called a “trigger.”

Webhooks let tools communicate with each other automatically, without human intervention. As soon as an event happens in one application (a signup, an email response, a payment received), the webhook immediately sends the information to another application, which can then react.

You can configure webhooks manually through a developer, or use workflow automation tools like Make or Zapier.

A simple analogy to understand webhooks

Imagine you have a virtual assistant monitoring your professional inbox.

As soon as an important prospect replies, this assistant doesn’t give you a summary at the end of the day. No. They alert you immediately via message, with all the essential info: who replied, what they said, and when.

That’s exactly what a webhook does: instead of waiting for you to ask if there’s news (like with a classic API), it alerts you proactively as soon as something happens.

Webhooks have become extremely popular because they make integration between different applications easy. They’ve let companies create complex systems that interact seamlessly, without manual intervention.

How does a webhook work?

Understanding the mechanism of a webhook means understanding how two applications can automatically “talk” to each other.

We’ll explain it simply, without unnecessary technical jargon. If you’re not a developer, don’t worry—this is designed for you.

The principle in 3 simple steps

1. You define the trigger event

You choose what should trigger the action. For example: “When a prospect fills out the demo form on my website.”

2. You configure the destination

You indicate where to send the information. For example: “Automatically create a deal in my CRM and notify the responsible sales rep.”

3. The webhook does the rest

As soon as the event occurs, the webhook instantly sends the data to the recipient application, which executes the planned action.

The application that wants to send webhooks simply needs to provide a URL to the recipient application. This URL is where the information will be sent automatically.

Webhooks are generally sent via the HTTP protocol, which means they’re compatible with virtually all online applications.

Webhook vs manual intervention: a concrete example

Without a webhook:

• A prospect fills out your demo form
• You receive an email notification
• You open your CRM
• You manually create a deal
• You copy-paste the prospect’s information
• You notify the sales rep via email or message
• Time wasted: 5-10 minutes per lead

With a webhook:

• A prospect fills out your demo form
• The webhook automatically creates the deal in the CRM with all the info
• The sales rep instantly receives a notification
• Time wasted: 0 minutes

Over 50 leads per week, that’s between 4 and 8 hours saved. Every week.

Webhook vs API: what’s the difference for your business?

After reading the webhook definition, you might wonder how it differs from an API.

The main difference lies in how data is transmitted.

Simple comparison: polling vs notification

Think about the difference between checking your emails and receiving a push notification:

Classic API = You have to request the information

• Your application sends a request: “Is there anything new?”
• The other application responds: “Yes” or “No”
• You have to repeat this question regularly (every hour, every 5 minutes…)
• It’s like manually refreshing your inbox all day long

Webhook = The information comes to you

• As soon as an event occurs, you’re notified instantly
• No need to ask, no need to wait
• It’s like receiving a push notification as soon as an email arrives

We often hear webhooks referred to as a reverse API.

When to use a webhook instead of an API?

Use a webhook when:

• You need to react immediately to an event (new signup, prospect response, payment received)
• You want to automate an action in response to that event
• You need real-time synchronization between your tools
• You want to save resources (no unnecessary repeated requests)

Use an API when:

• You want to retrieve data at a specific moment
• You need to consult historical information
• You want to control the timing of data retrieval

In most automation business cases, webhooks are more efficient and faster.

Why webhooks are essential for your business

Webhooks offer concrete advantages that directly impact your productivity and commercial efficiency.

1. Time savings and reduction of manual tasks

The most obvious advantage: webhooks eliminate repetitive tasks that kill your productivity.

No more copying-pasting information from one tool to another. No more manually checking if something happened. No more creating reminders so you don’t forget to take a certain action.

Measurable impact:

• Save 5-15 minutes per automated task
• Over 20 tasks per day = 2 to 5 hours saved daily
• These hours can be reinvested in high-value activities: strategic prospecting, closing, customer relationships

2. Improved collaboration between teams

Webhooks create automatic bridges between different teams’ tools.

Concrete example:

• Marketing generates a qualified lead (MQL) via a webinar
• Webhook → The lead is automatically created in the CRM with the “MQL Webinar” tag
• Webhook → Sales receives a notification with context
• Webhook → Customer Success is alerted if it’s an existing account
• Result: Zero friction, zero lost information, zero delay

Instead of having teams working in silos with CSV exports and coordination emails, you create a smooth, automatic information flow.

3. Real-time reactivity for your customers

In B2B, speed of reaction can make the difference between winning and losing a deal.

Webhooks let you react instantly:

• A prospect downloads your whitepaper at 11 PM → Webhook triggers a personalized follow-up email at 8 AM the next morning
• A customer starts their free trial → Webhook immediately notifies the CSM who can intervene within the first hours
• A lead responds positively to your outreach → Webhook automatically qualifies the lead and moves them to the next stage

This reactivity drastically improves customer experience and increases your conversion rates.

4. Fewer errors and more reliable data

Human error is expensive. A miscopied number, forgotten information, a skipped step…

By automating with webhooks, you eliminate these risks:

• Data is transferred exactly as it was entered
• No step is forgotten in the process
• Information is synchronized in real-time across all your tools

Concrete example: You’ll never again have a sales rep contacting a lead already being handled by a colleague, because the information hadn’t been updated in the CRM.

The limitations of webhooks: what you need to know

Let’s be honest: webhooks aren’t a miracle solution to all your problems. It’s important to understand their limitations to make the right decision.

When a webhook is NOT the solution

1. For large-volume data transfers

If you need to synchronize thousands of lines of historical data, a webhook isn’t suitable. Use a classic API or scheduled synchronization instead.

2. For processes that require human validation

If every action must be manually validated, total automation doesn’t make sense. Keep a human in the loop.

3. When you have fewer than 10 occurrences per month

If the event occurs rarely, the time to configure a webhook may not be worth it. Sometimes, doing it manually remains more efficient.

4. For ultra-sensitive data without security guarantees

If the tools involved don’t offer secure connections (HTTPS) and authentication mechanisms, it’s better to avoid webhooks.

Dependence on compatible tools

A webhook only works if:

• Both applications support it
• They’re compatible with each other
• Data fields correspond

If your favorite tool doesn’t offer webhooks, you’ll need to go through an intermediary platform (like Zapier or Make) or have a custom solution developed.

What can go wrong (and how to prepare)

The webhook doesn’t trigger

• Cause: Misconfigured URL, connection problem
• Solution: Always test your webhook before putting it into production

The webhook triggers twice

• Cause: Incorrect configuration or temporary bug
• Solution: Put deduplication mechanisms in place in your system

The recipient application is down

• Cause: Maintenance, server bug
• Solution: Verify that critical tools have “retry” systems (automatic retry)

The sent data doesn’t match

• Cause: Tool update that changes data format
• Solution: Regularly monitor your active webhooks and test after each update

The good news: most no-code platforms (Zapier, Make) handle these problems automatically and alert you in case of malfunction.

Use cases: how companies use webhooks

Prospecting and Sales automation

Automatic form qualification

When a prospect fills out a form on your site:

• Webhook → Automatic analysis of company domain (size, sector)
• Webhook → Data enrichment via an enrichment API
• Webhook → Automatic assignment to the right sales rep by territory
• Webhook → Deal creation in CRM with qualification score

Workflow triggering based on behavior

A prospect views your pricing page 3 times in one week:

• Webhook → Notification to sales rep with browsing history
• Webhook → “Hot Lead” tag added in CRM
• Webhook → Prioritization in prospecting queue

Marketing: from lead generation to nurturing

Event and CRM synchronization

Webinar registration:

• Webhook → Lead added to your email marketing tool
• Webhook → Automatic sending of connection information
• Webhook → Status update in CRM
• Webhook → Notification to marketing to prepare post-event follow-up

Lead management by score

When a lead reaches a certain score:

• Webhook → Automatic transfer from Marketing to Sales
• Webhook → Task creation for sales rep
• Webhook → Personalized email sent from assigned sales rep

Customer service and support

Automatic ticket escalation

A customer reports a critical bug:

• Webhook → Immediate creation of a priority ticket
• Webhook → Notification to technical support AND Customer Success Manager
• Webhook → Automatic message sent to customer confirming it’s being handled
• Webhook → Customer status update in CRM

Proactive onboarding

A new customer logs in for the first time:

• Webhook → Triggering of automated onboarding journey
• Webhook → Notification to CSM with activation info
• Webhook → Check-in scheduled at D+3

Team collaboration and project management

Sales-Delivery coordination

Deal won in CRM:

• Webhook → Automatic project creation in your management tool
• Webhook → Kick-off task assignment to the right people
• Webhook → Customer added to internal communication tools
• Webhook → Contracting process triggered

How to implement webhooks in your company

You don’t need to be a developer to use webhooks. Here are your options.

Option 1: Use a no-code platform (Zapier, Make)

This is the most accessible and fastest solution for 90% of use cases.

The advantages:

• No code required
• Intuitive visual configuration
• Hundreds of pre-configured integrations
• Simplified maintenance
• Easy testing before production

How it works (example with Zapier):

Webhooks can be configured manually… But it’s complicated if you’re not a developer.

Fortunately, there are many applications that let you do it with no code.

Zapier, for example, is a tool that makes integration between many applications easy, creating sequences of events that execute without manual intervention.

To explain how it works, we’ll take a typical lead generation use case between two applications: Google Sheets and LinkedIn, with Zapier.

In this use case, you’ll see that Zapier’s webhook uses JSON format to communicate the necessary data and trigger targeted actions on LinkedIn. This ranges from notifications for a new lead to sending personalized messages.

Through this guide, you’ll learn to structure your data in Google Sheets, define trigger events, and set up automatic actions on LinkedIn. We’ll show you how to configure this connection, step by step.

Step 1: Prepare Google Sheets

1. Create your prospect spreadsheet: Start by opening Google Sheets and create a new document. Name it appropriately for managing your prospects.

In this sheet, create columns for all the necessary information you want to collect on each prospect, such as First Name, Last Name, Email, LinkedIn URL, etc.

This will structure your data and make it easier to use in the lead generation process.

Step 2: Create a Zap

1. Log into Zapier: Go to Zapier’s homepage and log into your account. If you don’t have an account, follow the creation process by providing the necessary information. You’ll see, it’s very simple!
2. To start creating a sales workflow, also called a “Zap,” click the “Make a Zap!” button usually found at the top left of your dashboard.

Step 3: Configure the Trigger

1. Select Google Sheets as the Trigger application: In the Trigger section, you’ll define the event that should trigger your Zap. Type “Google Sheets” in the search bar and select it from the proposed applications.
2. Choose the Trigger event type: Among the different proposed events, click “New Spreadsheet Row” so that each new row added to your spreadsheet becomes an action trigger in your Zap.
3. Connect your Google Sheets account to Zapier: You’ll be asked to provide access to your Google account. Follow the secure authentication process to allow Zapier to interact with your spreadsheets.
4. Specify the target spreadsheet and sheet: In the options that appear, select the specific spreadsheet and individual sheet where prospects are listed.
5. Test the Trigger: Before continuing, Zapier will offer you the possibility to test the trigger to make sure it correctly recognizes a new row in your spreadsheet.

Step 4: Configure the Action

1. Select LinkedIn as the Action application: Now, choose the application where the action should occur following your Trigger. Type “LinkedIn” in the search bar and click on it.
2. Choose the Action event type: Select an event like “Send Message” (if available). Note that options may be limited due to LinkedIn API restrictions.
3. Connect your LinkedIn account: You’ll need to give Zapier the necessary permissions to act on your LinkedIn account. Log in and authorize access as you did with Google Sheets.
4. Configure the message: Create the message you want to send, using fields from your Google Sheets to personalize this message with, for example, the prospect’s name.
5. Define recipients: Tell Zapier where to find prospects’ LinkedIn URLs in your Google Sheets, so it can send messages to the right people.

Step 5: Test and Activate

1. Test your Zap: Zapier will offer to test the entire Zap to make sure everything works as expected. Verify that the message is properly formatted and sent to the right prospect on LinkedIn.
2. Activate your Zap: If the test is successful, you can proceed to activate your Zap. Your workflow is now automated and new prospects added to your Google Sheets will receive the message on LinkedIn.

Webhook Glossary with Zapier

Here are the terms you’ll typically find when configuring your webhook with Zapier:

• Trigger: This is the event that starts your Zap. For example, when someone fills out a form on your site, it can trigger a Zap that adds this information into a Google Sheet.
• Action: These are the tasks performed after a trigger is activated. For example, the action could be sending a welcome email or creating a task in a project manager.
• Filter: Sometimes, you’ll want Zaps to trigger only for specific cases. Filters let you define conditions that data must meet to continue the workflow.
• Template: Zapier offers pre-designed templates for Zaps, which you can use as a basis for your own automation workflow.
• Test: Before finalizing your Zap, it’s essential to test it to make sure everything works as expected. Zapier provides a test function for each step of the process.
• Mapping: When configuring your action, you’ll need to map data from the trigger to their corresponding fields in the action. For example, you’ll map the form name to the name column in Google Sheets.

Make sure to review LinkedIn and Zapier’s terms of use for automated interactions to avoid violating their policies and maintain your account integrity. 😉

Option 2: Go through your technical team or a service provider

For more complex or specific needs, custom development may be necessary.

When to consider this option:

• You have very specific needs not covered by no-code platforms
• You’re handling large data volumes
• You need optimal performance
• You want total control over security and business logic

Estimated budget:

• Simple configuration: $500-$1,500 (freelance developer)
• Complex configuration: $2,000-$10,000 (depending on complexity and integrations)
• Annual maintenance: 10-20% of initial cost

The right questions to ask before getting started

Before configuring a webhook, ask yourself:

1. What’s the event frequency? If it’s less than 10 times per month, is it really worth automating?
2. What’s the estimated time savings? How many hours per month will this automation save you?
3. What tools are involved? Do they natively support webhooks or do you need to go through an intermediary platform?
4. Is there sensitive data? If so, are connections secure (HTTPS)?
5. Who will maintain the webhook? If the person who configured it leaves, can someone else manage it?
6. What can go wrong? What’s your plan B if the webhook malfunctions?

How to choose the right processes to automate with webhooks

Not all processes deserve to be automated. Here’s how to identify the right candidates.

Identify repetitive tasks in your workflow

Take a week to list all the repetitive tasks you perform. For each one, note:

• Frequency: How many times per day/week?
• Time: How many minutes each time?
• Complexity: Is it always the same thing or does it vary?
• Added value: Does this task really require your brain?

The best candidates are: high frequency, significant time, low complexity, low added value.

Evaluate the potential ROI of a webhook

Simple ROI calculation:

• Time saved per month = (Time per task × Monthly frequency)
• Value of time saved = Time saved × Your hourly rate
• Implementation cost = $0 (if no-code with existing subscription) to $2,000 (if custom development)

ROI = Annual value of time saved ÷ Implementation cost

Concrete example:

• Task: Manually create CRM deals from web forms
• Time: 5 minutes per lead
• Frequency: 100 leads/month
• Time saved: 500 minutes/month = 8.3 hours/month
• At $50/hour: $415/month value = $4,980/year
• Cost: $0 (with existing Zapier subscription)
• ROI: infinite (or immediate)

Prioritize your webhooks

Prioritization matrix:

Start with 2-3 high-impact automations, master them, then gradually expand.

Frequently asked questions about webhooks

Do I need a developer to configure webhooks?

Short answer: No, in 80% of cases.

With tools like Zapier or Make, you can configure most webhooks yourself, even without technical skills. These platforms offer intuitive visual interfaces.

You’ll need a developer only for:

• Very complex automations with specific business logic
• Integrations with internal proprietary tools
• Very high performance or security needs

How much does implementing a webhook cost?

Via no-code platform (Zapier, Make):

• Free plan: $0 for a few basic webhooks
• Paid plans: $20-$100/month depending on execution volume
• No development cost

Via custom development:

• Simple configuration: $500-$1,500
• Complex configuration: $2,000-$10,000
• Maintenance: 10-20% of initial cost per year

Compare this with the cost of time wasted doing it manually (often several thousand dollars per year).

What happens if a webhook stops working?

Good platforms (Zapier, Make) automatically send you an email alert if a webhook fails.

Common causes:

• One of the applications changed its API
• Temporary connection problem
• Expired access rights

Solution:

• Check error logs in your platform
• Reconnect applications if necessary
• Test the webhook again

Most problems resolve in a few minutes. For critical processes, set up an alert to act quickly.

Are webhooks secure for my sensitive data?

Yes, IF you take basic precautions:

• Always use HTTPS (not HTTP) for your webhook URLs
• Authenticate webhooks with tokens or signatures
• Limit transferred data to what’s strictly necessary
• Use recognized platforms (Zapier, Make) that have security certifications

Question to ask your technical provider: “Do webhooks use secure connections (HTTPS) and how do you authenticate requests?”

For ultra-sensitive data (banking data, health data), consult your security team or DPO before configuring a webhook.

Can I test a webhook before deploying it?

Absolutely, and you MUST do it.

All no-code platforms offer a test mode:

1. Configure your webhook
2. Launch a test with fictitious data
3. Verify that the action triggers correctly
4. Validate the received data
5. Once satisfied, activate the webhook in production

Best practice: Always start with a test with limited volume (10-20 occurrences) before deploying at scale.

How long does it take to set up a webhook?

With a no-code platform:

• Simple webhook (2 applications, 1 action): 15-30 minutes
• Medium webhook (conditions, multiple actions): 1-2 hours
• Complex webhook (multiple branches, filters): 3-5 hours

With custom development:

• Simple configuration: 1-3 days
• Complex configuration: 1-4 weeks

Time includes: configuration, testing, adjustments, documentation.

Final thoughts on webhooks

Webhooks are an excellent way to automate tasks, improve your business processes, and optimize data handling in your company.

By using them effectively, you can save time, reduce errors, and improve communication between your applications.

But remember: not all processes deserve to be automated. Focus on repetitive, low-value tasks that waste your time daily.

Start small: identify 1-2 high-impact automations, master them, measure the gains, then gradually expand.