Why marketing events need reliable pipes
Every form fill, signup, or high-intent click is a contract with the rest of your stack: CRM, warehouse, support, or a custom workflow. External actions let Fig fire webhooks and API calls when those events happen—so automation is explicit, observable, and owned by the team that understands the funnel.
What you can trigger
| Trigger | Example downstream |
|---|---|
| Lead captured | Create or update CRM record |
| Key page milestone | Notify sales in Slack |
| Experiment assignment | Log to analytics or CDP |
| Custom business rules | Call internal services with structured payloads |
Safer than scattered Zapier-only glue
Central definitions mean payloads and conditions are reviewed where the campaign lives, not buried in a personal automation account.
When this is the right next step
If “it works on my machine” describes your integrations more than your product, wiring external actions from the marketing OS restores visibility and ownership over what fires when.