Webhooks

What are webhooks?

Webhooks are event-driven interfaces that automatically send information from one system to another when a predefined event occurs. Instead of polling for updates, relevant data is pushed in real time to a specified endpoint. In B2B environments, webhooks are a key technical component for responsive automation across marketing, sales, and MarTech systems.

How do webhooks work?

Webhooks operate on an asynchronous communication model. A source system monitors specific events, such as status changes, user actions, or completed processes. When such an event occurs, the system automatically sends a message to a receiving system, which processes the data and triggers follow-up actions. In marketing and sales operations, webhooks enable immediate, cross-system reactions without delays or manual intervention.

Events, payload, and processing

A webhook is triggered by a clearly defined event and delivers a structured payload containing relevant data. The receiving system processes this information automatically and can initiate workflows, campaigns, or operational processes.

Typical B2B use cases

In B2B marketing, webhooks are used to trigger campaign actions in real time, for example when lead statuses change, forms are submitted, or account activities occur. Additional use cases include passing sales events to marketing platforms, synchronizing customer data between systems, and connecting external services. Fulfillment, reporting, and shipping processes are also commonly automated using webhook-based logic.

Benefits of webhooks in B2B

Webhooks enable fast and resource-efficient communication between systems. Organizations benefit from reduced system load, up-to-date data, and highly responsive processes. Event-driven execution allows marketing and sales activities to be precisely timed and closely aligned with real customer or process events, increasing efficiency, relevance, and scalability.

Webhooks vs. related concepts

Compared to traditional API polling, webhooks follow a push-based rather than pull-based approach. While APIs often require scheduled requests, webhooks send data only when relevant events occur. Unlike batch imports, webhooks enable much faster and more flexible reactions. In integrated MarTech stacks, webhooks complement APIs as a mechanism for real-time communication.

How does eesii support webhooks?

A direct mail automation platform such as eesii uses webhooks to process marketing and sales events from connected systems in real time. Status changes, campaign triggers, or account activities can be transferred via webhooks directly into physical direct mail workflows. This allows direct mail to function as a responsive, automated channel within integrated marketing and sales operations.