Introduction

The modern customer journey is a complex web of touchpoints, starting from the very first interaction, which is often a registration. Whether for a webinar, a newsletter subscription, or a product trial, this initial data capture is invaluable. However, its value is frequently lost in a disconnected technology stack. Data from registration tools remains isolated, CRM records become stale, and email campaigns lack the specific context needed to be truly effective. This is where a robust reg tools crm email integration strategy becomes not just a technical advantage, but a core business imperative. By creating a synchronized ecosystem, you establish a single source of truth for customer data, enabling automated workflows, deep personalization, and ultimately, a more coherent and profitable customer relationship. This article serves as your blueprint for designing, implementing, and optimizing this critical integration.

Our methodology focuses on a phased approach, beginning with a thorough audit of your existing systems and data flows. We then proceed to data mapping, middleware selection (or custom API development), workflow automation, and finally, performance measurement. Success is not merely about connecting systems; it’s about achieving tangible business outcomes. Key Performance Indicators (KPIs) are central to our approach. We will measure success through metrics such as reduction in lead processing time (target: < 5 minutes), improvement in data accuracy (target: < 2% error rate), increase in email engagement rates (target: +15% open rate), and a higher Sales Qualified Lead (SQL) conversion rate (target: +10%). By following this structured process, you can transform your technology stack from a collection of nonsense tools into a powerful, unified engine for growth.

Vision, Values, and Proposition

Focus on Results and Measurement

Our vision is to empower organizations to build a “Single Source of Truth” (SSOT) for their customer data. This is not just a technical goal but a strategic foundation for all marketing, sales, and service activities. We operate on the Pareto principle (80/20 rule), focusing integration efforts on the key data points and workflows that drive the majority of business value. Our core values ​​are data integrity, operational efficiency, and customer-centricity. Technically, we adhere to best practices in data security, such as OAuth 2.0 for authentication, and champion the use of scalable architectures, often leveraging Integration Platform as a Service (iPaaS) solutions for reliability and maintainability. The ultimate proposition is to move from reactive data management to proactive, data-driven customer engagement.

• Value Proposition: Transform disconnected data points into a cohesive customer intelligence engine that drives revenue and enhances loyalty.
• Quality Criteria: Integrations must be real-time or near-real-time, bidirectional where necessary, and include robust error handling and logging. Data synchronization success rate must exceed 99.5%.
• Decision Matrix for Prioritization: We prioritize integration points based on a matrix scoring impact (e.g., revenue generation, time savings) against implementation effort (e.g., complexity, cost). High-impact, low-effort integrations are addressed first.

Services, Profiles, and Performance

Portfolio and Professional Profiles

To facilitate a successful reg tools crm email integration, we offer a portfolio of specialized services. These range from initial strategic consulting to full-scale implementation and ongoing management. Key roles required for such projects include an Integration Architect, who designs the data flow and system architecture; to CRM Administrator, who manages the data schema and workflows within the CRM; a Marketing Automation Specialist, who builds the corresponding email journeys; and a Project Manager to ensure timely delivery.

Operational Process

1. Phase 1: Discovery and Audit (1-2 weeks): Document existing tools, data flows, and pain points. KPI: Complete system map with a 95% accuracy rating from stakeholders.
2. Phase 2: Strategy and Design (1 week): Define the ideal future state, select integration methods (iPaaS, custom API), and create a detailed data mapping document. KPI: Stakeholder sign-off on the integration blueprint.
3. Phase 3: Implementation and Development (3-6 weeks): Configure the integration platform, build workflows, and conduct initial unit testing. KPI: 100% of defined data fields syncing correctly in a sandbox environment.
4. Phase 4: Testing and Deployment (1 week): Conduct User Acceptance Testing (UAT) with key stakeholders and deploy to production. KPI: Zero critical bugs reported during UAT.
5. Phase 5: Optimization and Monitoring (Ongoing): Monitor sync logs, measure performance against business KPIs, and iterate on workflows. KPI: Maintain data sync uptime of >99.5% and achieve a 10% improvement in a key business metric within 3 months.

Framework and Examples

Campaign Execution and Production

Professional Development and Management

Effective integration is the backbone of modern, agile marketing campaign execution. Before a campaign launch, the integrated system must be fully prepared. This involves creating the necessary custom fields in the CRM to capture unique registration data, building the corresponding segments in the email platform, and testing the end-to-end data flow. For example, a campaign promoting a new product demo requires a registration form (reg tool) that captures ‘Company Size’ and ‘Job Title’. This data must flow instantly to the CRM, which then assigns the lead to the correct sales representative based on territory rules. Simultaneously, the email platform receives this data and triggers a confirmation email, followed by a drip campaign with relevant case studies based on the registrant’s industry. A robust production calendar must account for these integration setup and testing phases.

• Pre-Campaign Checklist:
  • Confirm all registration form fields are mapped to the correct CRM fields.
  • Create and test the automation rules in the CRM (e.g., lead assignment, task creation).
  • Build and test the segmentation logic and email workflows in the marketing automation platform.
  • Conduct a full end-to-end test with a sample registration.
• Contingency Planning:
  • What is the manual fallback process if the API integration fails? (e.g., daily CSV export/import).
  • Establish an alert system for sync errors that notifies the operations team immediately.
  • Prepare a generic “thank you” page in case the registration tool cannot trigger the personalized follow-up.

Content and Media That Convert

Messages, Formats, and Conversions

The true power of reg tools crm email integration is realized in its ability to enable hyper-personalization at scale. When data flows freely, content is no longer a one-size-fits-all broadcast. A user registering for a webinar on “Advanced SEO Techniques” can be immediately segmented in the CRM as a high-intent, expert-level lead. This triggers an email journey not with basic “Welcome” content, but with a link to an advanced case study, an invitation to a private user group, or a special offer on a related certification. We employ rigorous A/B testing on these personalized journeys, measuring conversion lift. For instance, testing a generic welcome email against one personalized with the registrant’s name, company, and the specific content they downloaded can often yield a 50-100% increase in click-through rates. The hook is the relevance, and the call-to-action (CTA) is tailored to their known interests and funnel stage.

1. Ideation: Use CRM data on customer firmographics and past behavior to identify content gaps and topics of interest.
2. Creation: Develop content assets (e.g., eBooks, webinars, articles) tailored to specific audience segments defined in the CRM.
3. Distribution Setup: Create registration forms/landing pages for each asset. Map the fields to the CRM and configure the corresponding automation and email follow-up sequences.
4. Promotion: Launch the campaign across channels. As registrations come in, the integrated system automatically handles data sync and nurturing.
5. Analysis: Measure content performance not just by downloads (from the reg tool), but by its influence on the sales pipeline (from the CRM). KPIs include Content-Sourced Leads, Content-Influenced Revenue, and engagement metrics from the email platform.

Training and Employability

Demand-Oriented Catalog

To maximize the ROI of an integrated system, teams must be trained to leverage its full capabilities. We offer a catalog of training modules designed to upskill marketing, sales, and operations professionals, making them more effective and valuable in a data-driven organization.

• Module 1: The Integrated Stack – A High-Level Overview. For executives and team leads. Covers the strategic benefits, the overall architecture, and key performance indicators.
• Module 2: Data Flow Management and Governance. For operations managers and CRM admins. Covers data mapping, hygiene best practices, and troubleshooting sync errors.
• Module 3: Building Automated Campaigns. For marketing specialists. A hands-on course on using the integrated data to create complex, multi-step nurturing and engagement journeys.
• Module 4: Sales Enablement with Integrated Data. For sales teams. Teaches how to use the rich data from registration and marketing activities, now visible in the CRM, to have more informed and effective sales conversations.
• Module 5: Analytics and Reporting Across the Stack. For analysts. Covers how to build dashboards that combine data from all three systems to provide a holistic view of campaign performance and ROI.

Methodology

Our training methodology is hands-on and results-oriented. It combines theoretical knowledge with practical exercises in a sandboxed environment. Participant performance is evaluated using a rubric that assesses their ability to design and implement a basic integration workflow. The program includes practical projects, such as setting up a complete webinar follow-up sequence. Upon completion, participants not only gain valuable skills but also contribute to a “Center of Excellence” within their organization, fostering a culture of continuous improvement. Expected results include a 50% reduction in user-generated errors and a 25% increase in the adoption of advanced system features within three months of training.

Operational Processes and Quality Standards

From Request to Execution

A successful integration project follows a structured, transparent operational pipeline. This ensures all stakeholders are aligned, risks are managed, and quality is maintained throughout the lifecycle.

1. Diagnostic & Scoping: A new integration request begins with a detailed discovery session to understand the business goal. The output is a Scoping Document detailing objectives, systems involved, key data points, and success metrics. Acceptance criteria: Signed agreement on scope from all business and IT stakeholders.
2. Solution Proposal & Design: Our architects design the integration flow, recommend the appropriate technology (iPaaS vs. custom code), and provide a detailed project plan with timelines and costs. Deliverable: A Technical Design Document. Acceptance criteria: Approval of the design and budget.
3. Pre-production (Build & Test): The integration is built in a development/staging environment. This phase includes rigorous testing of all data mappings, trigger logic, and error handling. Deliverable: A functional integration in a sandbox environment and a completed Test Case Log. Acceptance criteria: 100% of test cases passed.
4. Execution (Deployment): The integration is deployed to the live production environment during a planned maintenance window to minimize business disruption. Deliverable: The live, functioning integration. Acceptance criteria: A successful post-deployment smoke test.
5. Closure & Handover: We provide full documentation, including a user guide and troubleshooting steps. A formal handover session is conducted with the client’s operations team. Deliverable: Final documentation and training session. Acceptance criteria: Client sign-off on project completion and successful handover.

Quality Control

Quality is not an afterthought; it is embedded in every phase. We establish clear Service Level Agreements (SLAs) and quality gates to ensure a robust and reliable outcome.

• Roles: A dedicated QA Analyst is assigned to each project. Business stakeholders act as User Acceptance Testers.
• Escalation Path: A clear path is defined for issue resolution, from the developer to the project manager to the steering committee for critical issues.
• Acceptance Indicators: Data accuracy must be >99.8%, sync latency must be within the defined SLA (e.g., under 5 minutes for real-time workflows), and system uptime must be >99.5%.
• SLAs: We typically offer tiered SLAs, with a standard P1 (critical issue) response time of 1 hour and a resolution time of 4 hours.

Cases and Application Scenarios

Case 1: B2B Technology Firm Increases SQLs by 22%

A mid-sized B2B SaaS company specializing in cybersecurity was running 3-4 webinars per month using GoToWebinar. The process for handling leads was manual and slow. Marketing staff would download a CSV of attendees after each event, manually clean the data, and upload it to their Salesforce CRM—a process that often took 24-48 hours. Leads grew cold, and there was no immediate, personalized follow-up. We implemented a reg tools crm email integration using an iPaaS (Zapier) to connect GoToWebinar, Salesforce, and their marketing automation platform, Pardot. The workflow was designed to trigger in real-time. When a user registered for a webinar, a new lead was instantly created in Salesforce. If the contact already existed, the activity was added to their record. The integration also passed attendance data: registered, attended, or absent. This data in Salesforce then triggered different, highly relevant nurturing sequences in Pardot. Those who attended received a thank you email with the recording, while those who missed it received a “sorry we missed you” email with the same link. The impact was significant: lead processing time was reduced to under 1 minute. The sales team could follow up with hot leads within hours, not days. Within six months, the company saw a 22% increase in Sales Qualified Leads (SQLs) generated from webinars and reclaimed approximately 20 hours of manual administrative work per month. The project ROI was achieved in just 4 months.

Case 2: E-commerce Brand Boosts Repeat Purchases by 18%

An online retailer selling premium coffee beans used a standard Shopify sign-up form for their newsletter and a separate app for product quizzes that recommended specific coffee blends. Data was fragmented between Shopify’s customer list, the quiz app’s backend, and their email platform, Klaviyo. This made personalization difficult. A customer who took a quiz indicating a preference for dark roasts would still receive generic newsletters promoting light roasts. We architected a solution that used webhooks from the quiz app and Shopify’s customer creation event to send data to a central integration layer. This layer standardized the data and pushed it to both a custom field in the Shopify customer profile and as a custom property in Klaviyo. Now, when a customer signs up or takes a quiz, their preference (“dark roast lover,” “espresso machine owner”) is immediately available in Klaviyo. This enabled the marketing team to create hyper-targeted segments. The welcome series was revamped: instead of a single generic email, new subscribers received one of four versions based on their stated preferences. The results were dramatic: the new personalized welcome series saw a 45% higher click-through rate. Post-purchase follow-up campaigns, now able to reference the customer’s specific purchase and taste profile, led to an 18% increase in the repeat purchase rate over a 12-month period. Customer satisfaction (NPS) scores also improved by 10 points.

Case 3: Non-Profit Organization Enhances Donor Engagement

A national environmental non-profit used Eventbrite for fundraising event registrations, Classy for online donation forms, and Mailchimp for email communication. Their CRM, a customized version of CiviCRM, was often out of date because staff lacked the time to manually consolidate data from all sources. This meant a major donor who bought a high-priced ticket to their annual gala might still receive a low-dollar fundraising appeal the next day, creating a poor experience. The challenge was to create a unified view of each constituent’s engagement. We implemented an integration using Make (formerly Integromat) as the iPaaS. New registrations in Eventbrite and new donations in Classy were automatically synced to CiviCRM, either creating a new contact or updating an existing one. The integration was designed to add specific tags based on the activity (e.g., ‘2023 Gala Attendee’, ‘Recurring Donor’, ‘Wildfire Fund Donor’). These tags were then synced from CiviCRM to Mailchimp overnight. This unified tagging system revolutionized their communication. The marketing team could now easily suppress gala attendees from subsequent low-dollar appeals or send a targeted impact report specifically to those who donated to the wildfire fund. This improved personalization led to a 30% increase in open rates for segmented campaigns and a 15% reduction in their unsubscribe rate. More importantly, it helped them better identify and cultivate relationships with major donors, contributing to a 12% increase in average donation value.

Case 4: University Streamlines Student Admissions Process

A large university faced challenges with its admissions process. Prospective students registered for campus tours, information sessions, and application portal access through various nonsense systems (reg tools). This information was manually entered into their central CRM, Slate, which was a slow and error-prone process. The communications team used a separate email system to send generic updates, unable to tailor messages based on a student’s specific program of interest or engagement level. We developed a comprehensive integration strategy. We use the university’s enterprise service bus (ESB) to create robust connectors between the registration platforms and Slate. When a student registered for a ‘Nursing Program Information Night’, the integration would: 1) Create or update their record in Slate. 2) Tag them with ‘Interest: Nursing’. 3) Add them to a specific communication track. 4) Create a task for an admissions counselor to follow up. This automation ensured that every interaction was captured in real-time in the CRM, which served as the SSOT. The email platform was then integrated directly with Slate. This allowed the communications team to build highly personalized journeys. A student interested in nursing would automatically receive emails about faculty spotlights, application deadline reminders for that specific program, and student testimonials. The project reduced the average data entry lag from one week to zero, cut data entry errors by 95%, and improved the admissions team’s response time to inquiries by 40%. The university reported a 5% increase in completed applications from engaged prospects who had attended an event.

Step-by-Step Guides and Templates

Guide 1: How to Map Your Data for a Flawless Sync

Data mapping is the most critical step in any integration project. Errors here will cause cascading problems. This guide provides a structured process for getting it right.

1. Identify Your Systems: List every system involved. For our core scenario, this is your Registration Tool (e.g., Eventbrite), your CRM (e.g., Salesforce), and your Email Platform (e.g., Mailchimp).
2. Define the Single Source of Truth (SSOT): For customer data, this should almost always be your CRM. The CRM is the master record. Other systems will write to it, and some may read from it, but the CRM holds the definitive version of the data.
3. Establish a Unique Identifier: Determine the primary key that will be used to identify a unique contact across all systems. This is almost always the email address. Ensure it is a required field in all systems.
4. Create a Data Mapping Spreadsheet: Create a spreadsheet with at least five columns:
   • Source System Field: The name of the field in the source system (e.g., “First Name” in Eventbrite).
   • Source System Data Type: The type of data (e.g., Text, Number, Date, Picklist).
   • Destination System Field: The corresponding field in the destination system (e.g., “FirstName” in Salesforce).
   • Destination System Data Type: The data type in the destination system.
   • Transformation Rules: Any logic needed to transform the data. For example, a “Full Name” field in the reg tool might need to be split into “First Name” and “Last Name” for the CRM. Or a country field might need to be converted from a full name to a two-letter ISO code.
5. Map Standard Fields: Start with the easy ones: First Name, Last Name, Email, Phone, Company, Job Title.
6. Map Custom and Campaign-Specific Fields: This is where the real value lies. Map fields like “Webinar Name,” “Attendance Status,” “Dietary Preference” (for events), or “Downloaded Asset.” You may need to create new custom fields in your CRM to hold this data.
7. Review and Validate: Have stakeholders from both the business and IT sides review the mapping document for accuracy and completeness. A common mistake is a mismatch in data types (e.g., trying to map a text field to a number field).
8. Final Checklist:
   • [ ] Is the email address the unique key?
   • [ ] Is the CRM defined as the SSOT?
   • [ ] Have all required fields in the destination system been mapped?
   • [ ] Are data types compatible between systems?
   • [ ] Are all necessary transformation rules documented?
   • [ ] Has the mapping document been signed off by all stakeholders?

Guide 2: Selecting the Right Integration Platform (iPaaS)

An Integration Platform as a Service (iPaaS) is often the fastest and most reliable way to connect your apps. Here’s how to choose the right one.

1. List Your Core Applications: Identify every application you need to connect now and in the near future.
2. Check for Native Connectors: Visit the websites of popular iPaaS solutions (e.g., Zapier, Make, Workato) and check their app directories. Do they have pre-built, high-quality connectors for your specific registration tool, CRM, and email platform? The more native connectors, the easier the implementation.
3. Evaluate Trigger and Action Depth: Don’t just check if a connector exists. Investigate its depth. For example, does the GoToWebinar connector only trigger on “New Registrant,” or can it also trigger on “Registrant Attended”? Deeper functionality provides more powerful automation possibilities.
4. Consider Complexity and Logic: Assess the platform’s ability to handle complex logic. Can it use conditional paths (if/then)? Can it handle multi-step workflows? Can it format and transform data? Zapier is excellent for simple, linear workflows, while Make or Workato excel at more complex, branching scenarios.
5. Review Pricing Models: iPaaS pricing is typically based on the number of “tasks” or “operations” per month and the update frequency (sync interval). Estimate your monthly volume of registrations to calculate potential costs. Be wary of models that can become prohibitively expensive as your volume grows.
6. Assess Scalability and Reliability: Research the platform’s uptime and performance. Can it handle sudden spikes in registrations after a major campaign launch? Look for enterprise-grade features like guaranteed SLAs and dedicated support if your integration is mission-critical.
7. Security and Compliance: Ensure the platform complies with data regulations relevant to your business, such as GDPR or CCPA. Check their security certifications (e.g., SOC 2).

Guide 3: Building Your First Automated Webinar Follow-up Journey

This practical guide walks you through creating a common and high-value automated workflow.

1. Objective: To automatically sync webinar registrants and attendees to the CRM and trigger a personalized email follow-up.
2. Tools: Zoom (Reg Tool), Salesforce (CRM), HubSpot (Email).
3. Step 1: The Trigger (in your iPaaS): Select the Zoom app. Choose the trigger “New Registrant.” Authenticate your Zoom account. Select the specific webinar you want to track.
4. Step 2: Find or Create Contact in CRM: Add a new action step. Select the Salesforce app. Choose the action “Find or Create Lead.” Map the “Email” field from the Zoom trigger to the “Email” field in Salesforce. Map the First Name, Last Name, Company, etc. This step prevents duplicate records.
5. Step 3: Add to Campaign in CRM: Add another Salesforce action. Choose “Add Lead to Campaign.” Use the Lead ID from the previous step. Select the appropriate Salesforce Campaign for your webinar. Set the status to “Registered.”
6. Step 4: Add to List in Email Platform: Add a new action step. Select the HubSpot app. Choose the action “Add or Update Contact.” Map the email, first name, and last name. Use a custom property or a static list to identify them as a registrant for this specific webinar.
7. Step 5: Trigger Welcome Email: In HubSpot, create a workflow that enrolls contacts when they are added to the list from Step 4. The first step in this workflow should be to send the “Webinar Confirmation” email.
8. Step 6 (Advanced): Handling Attendance: Create a second, separate workflow in your iPaaS. The trigger will be a webhook from Zoom that fires after the webinar ends, containing a list of attendees. This workflow will iterate through the list of attendees. For each attendee, it will find their Lead record in Salesforce and update their Campaign Member status from “Registered” to “Attended.”
9. Step 7 (Advanced): Post-Event Emails: In HubSpot, use the updated status from Salesforce to branch your email follow-up. Create a list of contacts whose status is “Attended” and send them the “Thanks for Attending + Recording” email. Create another list for those still marked as “Registered” (meaning they didn’t attend) and send them the “Sorry We Missed You + Recording” email.
10. Test Thoroughly: Before activating, run multiple tests using different email addresses to ensure the entire flow works as expected from registration to the final email.

Internal and External Resources (No Links)

Internal Resources

• Integration Project Scoping Template
• Data Mapping Standard Operating Procedure (SOP)
• Master Data Dictionary
• API Key and Credentials Management Policy
• Integration Workflow Naming Convention Guide
• Pre-Campaign Integration Checklist

External Reference Resources

• Best practices for REST API design and consumption
• OAuth 2.0 Authorization Framework for secure authentication
• General Data Protection Regulation (GDPR) compliance guidelines
• California Consumer Privacy Act (CCPA) compliance guidelines
• SOC 2 Trust Services Criteria for evaluating vendor security
• The OpenAPI Specification for defining APIs

Frequently Asked Questions

What is the average cost of a reg tools crm email integration?

The cost varies widely. For simple, low-volume integrations using an off-the-shelf iPaaS like Zapier, it could be as low as $50-$200 per month. For complex, high-volume, multi-system integrations requiring a more robust platform like Workato or custom development, projects can range from $10,000 to $50,000+ in initial setup costs, plus ongoing licensing and maintenance fees.

How long does a typical integration project take?

A simple, two-app integration using a pre-built connector can be set up in a few hours or days. A more comprehensive project involving custom fields, data transformation, and multiple workflows typically takes 4 to 8 weeks, from discovery and design through to deployment.

What are the biggest risks or common pitfalls?

The most common pitfalls are: 1) Poor data mapping, leading to data corruption. 2) Lack of a clear “Single Source of Truth” definition, causing data conflicts. 3) Underestimating the volume of API calls, leading to unexpected costs or hitting rate limits. 4) Insufficient error handling, causing integrations to fail silently.

Should I use an iPaaS platform or build a custom integration?

For most standard use cases involving popular SaaS applications, an iPaaS is the faster, more cost-effective, and more maintainable solution. Custom integration should be considered only when you have highly unique requirements, need to connect with a legacy or proprietary system that lacks an API, or have extreme performance/scalability needs that an iPaaS cannot meet.

How do we ensure data security during the integration?

Security is paramount. Use modern authentication methods like OAuth 2.0 instead of static API keys where possible. Ensure all data is transmitted over encrypted channels (HTTPS). Grant the integration tool the minimum necessary permissions (principle of least privilege). Regularly review access logs. And ensure your chosen iPaaS vendor has strong security credentials, such as SOC 2 compliance.

Conclusion and Call to Action

In a competitive landscape, the ability to understand and act on customer data in real-time is a significant advantage. Disconnected systems create friction, waste resources, and lead to missed opportunities. A well-executed reg tools crm email integration strategy dismantles these data silos, creating a virtuous cycle of information that enhances every stage of the customer lifecycle. From the initial registration, data flows seamlessly to enrich your central customer record, which in turn powers intelligent, personalized email communication that drives engagement and conversion. The benefits are clear and measurable: reduced administrative overhead, increased marketing and sales efficiency, improved data quality, and a superior customer experience. The path forward begins with a single step: auditing your current technology stack and data flows. Identify your biggest pain point and start there. Your journey towards a fully synchronized, data-driven organization is not just a technical upgrade; it’s a fundamental investment in your business’s future growth.

Glossary

API (Application Programming Interface)

A set of rules and protocols that allows different software applications to communicate with each other.

CRM (Customer Relationship Management)

Software that helps companies manage and analyze customer interactions and data throughout the customer lifecycle, with the goal of improving business relationships.

Data Silo

A repository of data that is isolated from and not accessible by other parts of an organization.

iPaaS (Integration Platform as a Service)

A cloud-based platform that connects various applications, data, and systems, enabling the creation, deployment, and management of integration flows without needing to buy or manage hardware or middleware.

SSOT (Single Source of Truth)

The practice of structuring information models and data schemas so that every data element is stored exactly once. In this context, the CRM is typically the SSOT for customer data.

Webhook

An automated message sent from an app when something happens. It has a message (payload) which is sent to a unique URL—your app’s webhook URL. It is a way for an app to provide other applications with real-time information.