GTM Plays + Zapier integration

The GTM Plays Zapier integration sends your LinkedIn leads to a Zapier Catch Hook, so you can pass them to thousands of other apps without code. Each lead triggers its own Zap run, carrying the person's profile, company, buying signal, fit score and stage. You choose the events: new leads, lead updates, replies or all three.

What the integration does

Zapier describes itself as an AI orchestration platform for workflows and agents across 9,000+ apps (zapier.com, checked October 2026). GTM Plays finds people on LinkedIn who show buying signals and scores their fit. With Zapier, those leads can reach tools GTM Plays does not connect to directly, such as spreadsheets, help desks or a different CRM. See all native connections on integrations.

What syncs

Data flows one way, from GTM Plays to Zapier. GTM Plays posts a JSON array with one object per lead, up to 100 per request. Zapier's own help explains that a Catch Hook receiving an array of objects runs the Zap once for each object (Zapier help), so every lead is its own run. Each object holds:

Field	What it holds
event, sent_at	The event name and when it was sent
id, agent_id	The contact and the agent that found it
full_name, job_title, headline, location	Who the person is
linkedin_url, email, phone	How to reach them (email and phone when found)
company	name, website, industry, size
signal	The buying signal: label, detail, url
other_signals	Any further signals, with when they were detected
score, score_reasons	The GTM Plays fit score and why
stage, outreach_step, list	Where the lead is in your process
last_reply	The latest reply text and its time, if any
created_at, updated_at	Timestamps

Choose what to send

When you connect, you tick the events this connection receives. You can pick any mix:

Event	Label in settings	When it fires
contact.created	New leads	An agent finds someone new, or you import contacts into an agent
contact.updated	Lead updates	Approvals, outreach steps, enriched emails and stage changes, or when you use Send to… on a contact
contact.replied	Replies	A lead answers your LinkedIn message

Deliveries run in the background after the action that caused them, never follow redirects, and time out after 8 seconds. The card in Settings → Integrations shows the time, status and any error of the last delivery.

How to set it up

1. Create a Zap in Zapier. Choose Webhooks by Zapier as the trigger and Catch Hook as the event. Copy the URL it gives you.
2. Open GTM Plays. Go to Settings → Integrations → Zapier and paste the URL. Only hooks.zapier.com addresses are accepted.
3. Tick the events to send.
4. Press Send test. GTM Plays posts a sample contact, "Test Contact (GTM Plays)", so Zapier can find the fields for the next steps.
5. Build the rest of the Zap. Map fields such as full_name, email, company and signal into your action steps, then turn the Zap on.

Use cases

• Google Sheets log. Add a row per new lead for a simple shared tracker.
• Any CRM. Create records in a CRM GTM Plays does not support natively.
• Reply routing. Use a Filter step on event = contact.replied to create a task for the account owner. GTM Plays does not book meetings by itself; the Zap helps your team respond.
• Custom alerts. Send rich messages to Slack, Microsoft Teams or email with exactly the fields you want.
• Multi-step workflows. Combine with paths and filters, for example only leads with a score above your threshold. See lead qualification.

Good to know

• Each lead is a separate Zap run, which counts towards your Zapier task usage according to your Zapier plan.
• If your Zap is turned off, Zapier returns an error for incoming webhooks and the GTM Plays card shows it. Failed deliveries are not resent automatically; use Send to… to resend a contact.
• Zapier notes that a Catch Hook URL changes if the Zap is transferred to another owner. Paste the new URL into GTM Plays if that happens.
• The same lead can arrive as a new lead and later as an update; use the id field to match them.

Troubleshooting

• "Use a Zapier Catch Hook URL". The URL must start with https://hooks.zapier.com/.
• "The URL redirected". Paste the exact Catch Hook URL; GTM Plays never follows redirects.
• No fields to map. Press Send test again while the Zap editor is waiting for a request.

Plans and next steps

Zapier is included in Pro at $149 a month. Start a 7-day free trial, create a Catch Hook and connect it in minutes. Developers who prefer code can read contacts from the REST API.