ActiveCampaign says legacy CRMs and marketing automation solutions with custom objects have ignored most small and medium-sized businesses (SMBs) due to a steep cost and high level of complexity.
The customisation provided by those solutions has also been deemed difficult to take action on while also lacking the ability to connect across all solutions to create a unified view of the customer.
For the first time, when SMBs deploy ActiveCampaign’s automation solutions, they will be able to build workflows that let them create dynamic, automated experiences.
With over 870+ integrations that 70% of ActiveCampaign customers use, there is no limit to the depth of data possibilities.
Due to varying customers who deploy ActiveCampaign to grow their business, every customer has a different data from various apps that matter to them based on their industry, company size, and selling model.
Additionally, ActiveCampaign has 600+ automation recipes that data can be leveraged across, allowing businesses to build personalised communications that show how someone interacts with a business into account, going beyond sales or marketing touchpoints, and removing guesswork.
With custom objects, ActiveCampaign customers will be able to bring 1:1 automation to their tools in ways not previously possible, such as:
- Through ActiveCampaign’s updated Salesforce integration, customers can trigger automations from updates and changes to Salesforce opportunities, with ‘Opportunity’ being the custom object from the integration. Now when an opportunity in Salesforce is created or updated, customers can kick off a series of internal alerts or tasks, trigger an onboarding message sequence, send a message to the contact within the opportunity.
- Businesses that use Zendesk Support with ActiveCampaign as their ticketing solution can now update contacts with details from new tickets or when a ticket changes, and easily automate the creation of Zendesk tickets, using ‘Ticket’ as the custom object. Users can automatically sync prospect information like website visits, open support tickets and form fills, so customers never get sales calls while they’re in the middle of resolving a support issue.
- A live entertainment venue that sells tickets for events through Eventbrite will be able to create an ‘Events’ custom object through that integration, enabling them to manage types of events, tickets, attendees, date, etc. The user could then trigger automations to send out event information, follow-up, post-event promotions, and more. If a person purchased their third VIP ticket, the venue could send them something a little more special, or reach out personally.
All customers with an enterprise plan have developer access to build their own bespoke custom object solutions as well.
Partners interested in leveraging this new functionality can apply to get their app funded through the recently announced ActiveCampaign Developer Fund.
“Businesses have to be more agile and analytical than ever before to create unique 1:1 experiences for their customers,” explains ActiveCampaign founder and CEO Jason VandeBoom. "I'm thrilled we are taking data flexibility and customisation a step further by bringing our automation-first approach to custom objects and making them available to businesses of all sizes.”
“ActiveCampaign comes with a wide range of pre-built integrations out of the box,” says OptiMale co-founder and chief operating officer David Kennett. “The ActiveCampaign/Salesforce integration was straightforward to set up, and has been working well since implementation, which is important to us as we need to ensure that records in ActiveCampaign are kept up to date with changes in Salesforce, which drive our marketing automations and marketing campaigns.”
“High quality data is critical for any modern business to make decisions that will impact their growth,” concludes Outliant co-founder and Eventbrite app developer Austin Kueffner. “That’s something ActiveCampaign and Outliant have in common. We equally value making data accessible, flexible and actionable for our customers, and we’re thrilled to see ActiveCampaign making this possible for businesses of all sizes with their custom objects.”