Key Takeaway
HTTP Request lets you send custom api requests to fetch data from any endpoint. — included in your plan at no extra credit cost. It is part of SyncGTM's 15+ lead source library .
What is HTTP Request?
The HTTP Request connector is the most versatile lead source in SyncGTM, giving your GTM workflows the ability to fetch data from virtually any API endpoint on the internet. Whether you need to pull records from an internal database API, query a third-party enrichment service, fetch pricing data from a competitor's public API, or retrieve structured data from a government open-data endpoint, the HTTP Request connector handles it all. It supports GET, POST, PUT, PATCH, and DELETE methods with full control over headers, query parameters, request bodies, and authentication -- making it the universal adapter for any data source that speaks HTTP.
Where other SyncGTM connectors are purpose-built for specific platforms (HubSpot, Salesforce, LinkedIn), the HTTP Request connector is designed for the long tail of data sources that do not have a dedicated integration. Many of the most valuable GTM signals live in niche APIs: patent databases, SEC filings, app store analytics, shipping and logistics trackers, domain registration APIs, and industry-specific data providers. The HTTP Request connector lets you tap into these sources without waiting for SyncGTM to build a native integration. You define the endpoint, authentication, and response parsing rules, and SyncGTM handles scheduling, pagination, error handling, and data normalization into your workspace tables.
The real power of the HTTP Request connector emerges when you combine it with SyncGTM's enrichment and automation engine. Build a workflow that calls a domain WHOIS API to check when target company domains were registered, then enriches matches with firmographic data. Query a patent API to find companies filing patents in your product category, then auto-generate personalized outreach. Call your own internal scoring API to evaluate leads mid-workflow and route them accordingly. The HTTP Request connector turns SyncGTM into a fully programmable orchestration layer where any API on the internet becomes a step in your GTM pipeline. For technical GTM teams that think in APIs and data flows, this connector is the key to building workflows that no off-the-shelf platform can replicate.
Once your data is in SyncGTM, you can run it through waterfall enrichment to fill in missing emails, phone numbers, and firmographics from 75+ data providers. Pair this lead source with SyncGTM's enrichment actions and push clean, enriched records directly to your connected CRM or outreach tool. Learn more about how waterfall enrichment works.
How it works
- 1
Navigate to Actions and select 'HTTP Request' to create a new API connection in your workspace.
- 2
Configure the request: specify the HTTP method (GET, POST, etc.), the full endpoint URL, headers (including authorization), query parameters, and an optional request body in JSON format.
- 3
Define the response parsing rules using JSONPath expressions to extract the data you need from the API response and map it to your SyncGTM table columns.
- 4
Optionally configure pagination settings (offset-based, cursor-based, or link-header) so SyncGTM can automatically fetch all pages of results.
- 5
Test the request to preview the parsed response, then activate it on a schedule or use it as an on-demand action within enrichment workflows.
Use cases
Custom Enrichment from Internal APIs
Call your company's internal data APIs to enrich leads with proprietary information. Query your product analytics API to pull usage metrics for a lead's company, check your billing API for their current subscription tier, or call your support API to surface open tickets -- all within a SyncGTM workflow that combines external and internal data into a unified lead record.
Competitor Pricing and Product Monitoring
Use HTTP Request to periodically query competitor APIs, public pricing pages, or app store endpoints. Track pricing changes, new feature releases, or app store rating shifts. SyncGTM logs each data point over time, giving your sales and marketing teams a competitive intelligence feed they can act on immediately.
Government and Open Data Lead Generation
Query open data APIs from government registries, SEC EDGAR filings, patent databases, or industry regulators to find companies that match your ICP. For example, fetch newly registered businesses from a state corporate registry API, enrich them with SyncGTM, and build outreach lists targeting freshly incorporated companies in your target industry.
Multi-Step API Orchestration for Complex Workflows
Chain multiple HTTP Request steps together in a single workflow. First, call a domain lookup API to resolve a company's tech stack. Then, call a hiring intent API to check if they are hiring for roles your product supports. Finally, call your CRM API to create or update the account record with all the gathered intelligence -- all automated and running on schedule.
Third-Party Enrichment Service Integration
Connect to any enrichment API that SyncGTM does not natively integrate with. Call Clearbit, FullContact, People Data Labs, or any other provider's REST API directly from your workflow. Parse the response, map the fields, and combine data from multiple providers in a single waterfall enrichment sequence.
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