Imagine this scenario: a marketing campaign you develop ends up going to the wrong audience, or a segmentation analysis yields incorrect results because the data wasn’t updated. 

Fresh, up-to-date data leads to better business outcomes by ensuring that opportunities aren’t missed. 

And while you can set up automated requests for your API to update your data regularly, there is an easier, more efficient solution: webhooks. 

Where APIs fall short

Imagine that you have searched, found, and enriched data on all C-level leaders at ZoomInfo. If one of the CEOs has an update on their profile, you wouldn’t know it unless you requested that CEO’s data again using the Search and Enrich APIs after the update. 

Since you can’t predict when a change will happen, you have to regularly request all the C-level leaders’ data. If and when there is a change, one of your countless requests will get the latest information. And while this process works, it increases overheads and requires more resources, computing ability, employee bandwidth, and most importantly, time. In addition, while re-enrichments are free, repeated queries are a quick way to hit your API limits.

A better way to keep data accurate

Now imagine a different scenario: everytime there is an update in the underlying data source, it automatically and proactively sends the updates without a recurring request.

Webhooks are a common method for getting real-time updates. By definition, Webhooks are user-defined HTTP callbacks that are triggered by some event. Whenever an event is triggered, a post request is sent to the URL that is configured to receive the webhook data. 

Unlike a traditional API, Webhooks lets you skip the step of sending a request first. 

Introducing ZoomInfo Webhooks

ZoomInfo Webhooks enable pro-active, real-time data re-enrichment from the ZoomInfo Data Cloud with minimal overheads, resources and time, so you can access the most accurate data at all times within your business applications and workflows. 

With Webhooks, you enrich the profile of the CEO once—and that’s it. Everytime there is an update to their profile, Webhooks will send the updated data to your workflow. This will significantly reduce the number of requests made to the Enterprise API, making both the Enterprise API and your integration seamless and efficient.

In addition, leveraging Webhooks will avoid hitting API limits since it is an automatic push as opposed to an automated pull model. 

How to use Zoominfo Webhooks API to Enrich Customer Data

ZoomInfo Webhooks, an add-on to the Enterprise API, can be set up using the UI or the API to listen to contact or company re-enrichments. Contact and company re-enrichments are automatically sent to the target URL of your choosing. This can be specified when creating the Webhook. Once set up, the target URL will receive automatic updates on records under management that were enriched using the Enterprise API. 

ZoomInfo Webhooks API POST Example Request

Data and intelligence where you need it, when you need it

ZoomInfo Webhooks provide a resource and time efficient solution to keep your data fresh. With its addition to the ZoomInfo Platform and Enterprise APIs, you can now leverage a comprehensive set of options to update and enrich data from the ZoomInfo Data Cloud in any workflow or application.

Take a deeper dive into ZoomInfo Webhooks through the ZoomInfo API documentation.

About the author

Reyna LaRiccia

Reyna LaRiccia is a Content Marketing Specialist at ZoomInfo, the leading B2B contact database and sales intelligence solution.

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