How To Enrich Your Data With Incoming Webhooks In

Today, we’re announcing the release of the Hull Incoming Webhooks Connector, a feature that enables Hull to receive data from even more tools that our customers love.

The power of Hull just opened up to thousands of tools and applications - and the best part is that it’s extremely flexible, can handle millions of events, and offers more control than the average Incoming Webhook.

Not Your Father’s Webhook

Dozens of tools from sales, marketing, and customer-facing teams use webhooks. And every now and again, you might need to be able to capture data and push it wherever you need it - typically as a POST or GET.

Most tools that offer Webhooks integrations also offer a way to map common fields - so for example, mapping email from one tool to email in another. Pretty simple stuff, but what it's lacking is some way to apply smart logic that no UI can build.

For example, tools like Zapier are able to capture, map, and push data to wherever you need it. What we find most of our customers need, however, is the ability to apply logic to that incoming data.

You might need to be able to apply conditions, store it as either events or attributes, or transform it into something else entirely.

That’s where the Incoming Webhooks Connector comes in.

Introducing the Incoming Webhooks Connector

Our new Incoming Webhooks Connector is more than just a receiving endpoint. It can also recompute external properties and emit events with Javascript logic.

Or in other words, you can now apply logic as you’re receiving data.

Hull Incoming Webhooks Connector

For example, take something like a:

  • Calendly meeting
  • Unbounce form
  • Zendesk ticket update
  • Stripe subscription

And use it to:

  • Prevent a sequence from triggering
  • Update a lead score in Pardot
  • Refresh an ad audience in Facebook
  • Enrich the lead with Clearbit data
  • Trigger a drip email series from Intercom

With the Incoming Webhooks Connector, you can now clean, transform, segment, and sync your data to your tech stack in real-time from thousands of applications.

How does Hull use webhooks?

Hull provides a webhook URL that can receive data from another tool. Hull monitors that URL for new data, and then write that to a Hull User Profile with the Incoming Webhooks Connector.

Start by adding the Hull URL to your outgoing webhook source (like Calendly or Unbounce):

The Incoming Webhook connector in Hull enables you to do three things:

  1. View the data being captured from the webhook posts
  2. Transform that data and write it to the Hull Profile using simple JavaScript
  3. View the result in the Hull Profile.

This is similar to the Hull Processor.

For more information, view our complete documention below!

View the Incoming Webhooks documentation

How can I use Hull's Incoming Webhooks Connector?

By capturing more data, you can enrich more of your tools with the complete picture of every lead and customer. Then, by pushing web hooks to more tools, you can share that unified view across more tools and teams.

Here's some example use cases.

Capture Calendly appointments, and then...

  • Enrich with Clearbit data to pre-prepare your meeting notes
  • Remove from your ad audiences to save your ad spend
  • Write in an activity into your CRM and sales tools
  • Pass a custom conversion to your analytics tools

Whether these are for sales, support, or anything else, booking time with someone often means you want to control other data.

Capture leads in Unbounce, and then...

  • Add to a custom ad audience to nurture based on their offer
  • Add or update your CRM contacts and accounts
  • Match up the leads website visit history with their future activity
  • Enrich them with Clearbit data

Do more with your Unbounce leads out-of-the-box. Route your Unbounce leads through Hull, then update all your marketing campaigns, segments, and logic with each new lead.

Capture a Stripe subscription, and then...

  • Remove from your Facebook ad audiences
  • Add or update your Salesforce contacts and accounts
  • Trigger a drip email campaign in HubSpot
  • Pass a custom conversion to your analytics tools

Use transactions to update all your tools about key customer conversion events automatically.

Transform your webhook data with the Hull console

Hull’s Incoming Webhooks connector uses the same simple javascript console as the Hull Processor. Transform any payload of data into other data with simple code. Clean it up, create and update attributes and events, and write it to Hull profiles.

Not sure how to transform your data? Work with Hull’s solution engineers

If you’re not comfortable writing your own javascript, work with Hull’s solution engineers. We’ll make sure you’re set up end-to-end, so they data your teams need is in the tools they want to use.

The limit is your imagination

Pipe in data from any webhook. Transform that data, and write it into your Hull Profiles to update all your tools in real-time.

Getting Started

Here’s the complete documentation for the Incoming Webhooks Connector.

To get started with setting up webhooks inside of Hull, contact your Customer Success Manager. We look forward to hearing what your plans are for Incoming Webhooks!

Or, request a demo below!

Request a live demo

Asia Matos

Atlanta's SaaSiest demand gen manager