• by Ray Schultz , October 4, 2021

ActiveCampaign has debuted a service that allows small businesses to build automations using custom objects. 

The goal is to make custom objects available to businesses of all sizes, states Jason VandeBoom, founder and CEO of ActiveCampaign. 

ActiveCampaign contends that small and medium-sized businesses have lost out on legacy CRMs and marketing automation solutions with custom objects because of high costs that  complexity.

With custom objects, ActiveCampaign customers will be able to bring 1:1 automation to custom objects. 

For instance, ActiveCampaign's updated Salesforce integration allows customers to trigger automations from updates and changes to Salesforce Opportunities. The custom object: 'Opportunity.’

In addition, clients that deploy Zendesk Support with ActiveCampaign as their ticketing solution can use ‘Ticket’ as the custom object, automating the creation of Zendesk tickets. 

In addition, live entertainment venues that sell tickets through Eventbrite will be able to create an 'Events' custom object. This will allow them to manage the types of events, tickets, attendees and dates, the firm adds.

ActiveCampaign estimates that 70% of its customers use over 870 integrations.

The firm has 600+ automation recipes across which clients can leverage data.