# How to Build a Webhook-Based Marketing Automation System
In the fast-paced world of digital marketing, speed is everything. If a potential client fills out a form on your website and you take four hours to respond, they’ve likely already moved on to your competitor. Webhooks allow your different software tools to "talk" to each other in real-time, ensuring your leads are processed, tagged, and nurtured the second they express interest.
Building a webhook-based system eliminates manual data entry, reduces human error, and ensures your Brisbane business operates 24/7 without you needing to be at your desk.
Prerequisites: What You’ll Need
Before we dive in, ensure you have the following ready:- An Automation Hub: We recommend Make.com or Zapier. For this guide, we will focus on the logic used in these platforms.
- A Lead Source: A website form (like Elementor Forms, WPForms, or Typeform) that supports webhooks.
- A Destination: A CRM (like HubSpot or Pipedrive) or an Email Marketing tool (like MailerLite or ActiveCampaign).
- A Test Lead: A set of dummy data (name, email, phone) to use during setup.
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Step 1: Define Your Automation Goal
Before touching any software, map out exactly what you want to happen. A standard local marketing flow looks like this:- Customer fills out a quote request on your website.
- Data is sent via Webhook to your automation hub.
- The automation checks if the lead is a duplicate.
- If new, it adds the lead to your CRM.
- An SMS notification is sent to your sales team.
- A "Thank You" email is sent to the customer.
Step 2: Create Your Webhook URL
Log into your automation platform (e.g., Make.com). Create a new "Scenario" and add a "Webhook" module as the first step. Select "Custom Webhook" and click "Add". What you should see: The platform will generate a unique URL (e.g.,https://hook.make.com/xyz123). This is the "address" where your website will send the data. Copy this URL to your clipboard.
Step 3: Connect the Webhook to Your Website Form
Go to your website’s form builder settings. Look for a tab labelled "Integrations," "Webhooks," or "Actions After Submit."- For Elementor: Go to Actions After Submit > Add "Webhook". Then, in the Webhook tab, paste the URL you copied in Step 2.
- For WPForms: This usually requires the Webhooks Addon. Paste the URL in the Settings > Webhooks section.
Step 4: "Catch" the Data (Initial Testing)
Go back to your automation platform and click "Listen for new data" or "Run Once". Now, go to your live website and fill out the form with test data (e.g., Name: Testy McTest, Email: test@example.com). What you should see: Your automation platform should turn green and say "Successfully determined!" or show a "1" bubble. Click this to see the data structure. You should see your name, email, and phone number neatly organised into fields.Pro Tip: If you are an Australian business collecting phone numbers, ensure your form includes a field for the country code (+61) or use a formatting step in your automation to ensure numbers are ready for SMS platforms.
Step 5: Add a Data Formatter (Optional but Recommended)
Often, data from forms comes in messy. You might want to ensure the first name is always capitalised or the date is in Australian format (DD/MM/YYYY). Add a "Formatter" or "Tools" module immediately after the Webhook to clean up the text before it hits your CRM.Step 6: Connect Your CRM
Add a new module to your scenario (e.g., HubSpot). Choose the action "Create or Update a Contact". Screenshot Description: You will see a list of fields from your CRM (First Name, Email, etc.). Next to them, you will see the "dynamic tags" from your Webhook. Drag the "Email" tag from the Webhook into the "Email" field of the CRM.Step 7: Set Up Internal Notifications
Speed to lead is critical for local service businesses. Add a module for Slack, Microsoft Teams, or an SMS gateway (like Burst SMS). Configure it to send a message to your team: "New Lead Received! Name: [Name], Service: [Service]. Call them now at [Phone]."Step 8: Create a Conditional Filter
You might not want every single form submission to go into your CRM (e.g., spam or job seekers).In your automation tool, click on the line between the Webhook and the CRM to "Set up a filter".
- Condition: Only continue if "Email" does not contain "@spam.com".
- Condition: Only continue if "Message" does not contain "SEO services" (a common spam keyword).
Step 9: Trigger the Welcome Email
Add your email marketing tool (e.g., Mailchimp or ActiveCampaign) as the final step. Map the email address and name. This ensures the lead receives an instant automated response, confirming you’ve received their enquiry and setting expectations for when you’ll call.Step 10: Final End-to-End Test
Switch your automation to "On" or "Active". Perform one final test on your website using a real email address you have access to. Check:- Did the lead appear in the CRM?
- Did the team get the notification?
- Did you receive the welcome email?
Common Mistakes to Avoid
- Forgetting the ABN/Business Name: If you are a B2B business in Australia, make sure your webhook captures the company name and ABN if required for your onboarding process.
- Not Mapping Required Fields: If your CRM requires a "Last Name" but your form only has a "Full Name" field, the webhook will fail. Use a "Split" function to separate names before sending them to the CRM.
- Ignoring Privacy: Ensure your website's Privacy Policy mentions that data is processed via third-party automation tools to remain compliant with Australian Privacy Principles.
Troubleshooting
- The Webhook isn't firing: Check if your website has a caching plugin (like WP Rocket). Sometimes, these can interfere with form submissions. Clear your cache and try again.
- Data is missing: If the Webhook catches the lead but the CRM is empty, check your "Mapping". Ensure you haven't accidentally mapped the "Label" instead of the "Value".
- Duplicate leads: If you find the same person is created twice, ensure your CRM module is set to "Update an existing record" based on the email address, rather than just "Create new".
Next Steps
Now that your basic webhook system is live, you can start adding more advanced steps, such as:- Adding leads to a Google Sheet for a backup log.
- Using AI (ChatGPT) to categorise the lead's message before it reaches your team.
- Delaying a follow-up SMS by 24 hours if the lead hasn't been marked as "Contacted" in your CRM.
Building these systems can be complex. If you’d rather have the experts at Local Marketing Group build a bespoke automation engine for your Brisbane business, contact us today to discuss your project.