Adobe Journey Optimizer is often used for email campaigns — but its true strength is in Custom Actions.

Custom Actions are HTTP API calls you can trigger at any point in a journey. This means your marketing automation can now do things like:

• Trigger a webhook to an external CRM
• Fire a Slack alert when a lead hits a key milestone
• Sync loyalty points to a customer profile in a 3rd party system
• Call a Lambda function to process payment logic

At Audiencent, we design and deploy Custom Actions with:

• Dynamic personalization (using journey context and profile fields)
• Secure headers and tokens (OAuth, JWT, static keys)
• Retry logic and error handling
• Logging for downstream analytics and debugging

We’ve used them to trigger fulfillment systems, update customer records, notify internal teams, and even activate flows in tools like Zapier and Make.com.

Think of AJO not just as a marketer’s tool — but as an orchestration layer for your tech stack.