How do webhooks behave for prospects outside of campaigns?

When a prospect reaches out to you directly — outside of any active campaign — you may wonder whether your webhook triggers will still fire for their activity.

The answer depends on the trigger. Some webhook triggers work for all prospects, including those outside of campaigns, while others only fire for prospects who are enrolled in a campaign.

Here’s a breakdown of how each trigger behaves.

Triggers that work for all prospects

The following webhook triggers will fire regardless of whether a prospect is enrolled in a campaign:

• MARK_AS_CUSTOMER

• MARK_AS_LEAD

• MEET_BOOKED

• ADD_LABEL

• ADD_AI_LABEL

• DELETE_LABEL

• NEW_EMAIL

• EMAIL_SENT

• CLICKED_EMAIL_LINK

• CLICKED_MESSAGE_LINK

This means these triggers can also fire when the relevant activity happens with a prospect who is outside of campaigns.

Triggers that only work for campaign prospects

The following webhook triggers only fire when the prospect is enrolled in a campaign:

• INVITE_ACCEPTED

• GOT_REPLY

• NEW_MESSAGE

• MESSAGE_SENT

• INVITE_SENT

If the prospect is outside of any active campaign, these triggers will not fire.

What does this mean for incoming messages?

For example, the NEW_MESSAGE trigger corresponds to the "When a message is received from prospect" webhook trigger.

If a prospect who is enrolled in a campaign sends you a message, the webhook will fire as expected.

So, if you're setting up automations based on webhook events, make sure to take the prospect's campaign status into account.