Custom connectors

No native integration? Build the connection anyway.

Connect your CDP to any system — local CRM, customer service tools, chatbots, or your core platform — even without an off-the-shelf integration.

Local CRM ↔ CDP · custom endpoint
Local CRM
Chatbot
Customer service
Core system
Your CDP
// webhook payload, mapped to a customer profile
{ “event”: “ticket_resolved”,
  “customer_id”: “CUST-88213”,
  “source”: “local_crm” }
Why this matters

No native app in the marketplace isn’t a dead end

Most in-house and legacy systems were never built with a plug-and-play integration in mind. That shouldn’t stop their data from reaching your CDP.

Any system

Not limited to a marketplace

If a system can send or receive an API call, it can be connected — no vendor integration required.

Two-way

Read and write

Pull data in to enrich customer profiles, or push segments and triggers back out to the system.

Built once

Maintained like any other source

Once configured, the connector runs continuously — no repeated manual exports.

Three ways to connect

Pick the method that fits the system

The right approach depends on how the system exposes its data — and how quickly you need it.

01

Webhooks

The system notifies your CDP the moment something happens — a ticket closes, a status changes.

real-time, event-driven
02

REST API

Your CDP pulls or pushes data on a schedule, or on demand — good for systems without event support.

scheduled or on-demand
03

Middleware script

A lightweight custom script bridges systems that speak entirely different formats or protocols.

for legacy or complex systems
Where this shows up

Built for the systems already running your business

The systems most in need of a connection are usually the ones no vendor has integrated yet.

CRM

Local / in-house CRM

Sync customer records both ways without replacing what your team already uses.

CS

Customer service platform

Bring ticket status and resolution history into the customer’s unified profile.

BOT

Chatbot

Feed conversation context in and trigger follow-up actions back out automatically.

CORE

Core system

Connect to the platform running core operations — orders, accounts, or transactions.

ERP

ERP / back office

Keep inventory, billing, or fulfillment data in sync with the customer view.

POS

POS / in-store system

Bring offline purchase data into the same profile as online behavior.

Anatomy of a connector

What’s actually being configured

Four pieces make up any custom connector — regardless of which system sits on the other end.

  • Trigger event

    What happens on the other system that should kick off a sync.

  • Field mapping

    Matching the other system’s fields to the right attributes on a customer profile.

  • Authentication

    API key, OAuth, or token-based access — set up once, refreshed automatically.

  • Sync direction

    Whether data flows in, out, or both — and how conflicts are resolved.

// connector config, simplified
{
  “trigger”: “on_ticket_update”,
  “map”: { “crm.email”: “profile.email” },
  “auth”: “api_key”,
  “direction”: “bidirectional”
}
How it works

From system to profile in four steps

No rebuild of the source system required.

01

Define the endpoint

Point to the system’s API or webhook URL.

→
02

Map the fields

Match its data to the right customer profile attributes.

→
03

Authenticate

Set up secure access once — it renews on its own.

→
04

Sync & monitor

Data flows automatically, with visibility into every sync.

One data, every system

Custom connectors close the last gap

Once a system is connected, its data feeds the same profile that powers email, push, popup, Zalo, and ad campaigns.

Email
Push
Web Popup
Zalo OA
Custom Ads
Custom Connectors
14 days

“A connector to our in-house core system, built without any native integration available, was live in under two weeks.”

— Placeholder case study, update with real customer data

If it has an API, it can join your CDP.

See how custom connectors fit into your CDP and marketing automation stack.