Pardot Custom Objects: Unlocking Advanced Segmentation and Automation

 

This session, led by Dan Umbros, delves into the mechanics and high-value use cases of Pardot Custom Objects (PCOs), an underutilized feature that allows marketers to connect Pardot data with any non-natively-synced standard or custom Salesforce object. This capability unlocks advanced segmentation and automation possibilities beyond the standard Prospect record.

Key Takeaways

 

• PCO Definition: A Pardot Custom Object is any Salesforce object that does not natively sync with Pardot (this includes standard objects like Cases, Products, and Contracts and all true Salesforce Custom Objects).

• The Restriction: PCO data must be related to a Lead or Contact record in Salesforce to be used in Pardot automations.

• Read-Only: Pardot can only read PCO data; it cannot write or update custom object records.

• Automation Power: PCOs unlock advanced segmentation by allowing automation rules and dynamic lists to filter prospects based on activities logged in external or custom objects (e.g., product purchases, open cases, job applications).

1. Custom Object Configuration and Constraints

 

PCO data syncs in the background every ten minutes (not in real-time). The feature is an add-on for Plus Edition and included with Advanced Edition.

Key Challenges and Workarounds

 

• No Variable Tags in Emails: You cannot natively use variable tags from a PCO in an email. The workaround is to create a custom field on the Lead/Contact object that pulls the required data from the Custom Object (e.g., Latest Job Title) via a formula field.

• Connector User Permissions: The custom object must have a Lookup Field linking it to either the Lead or Contact record. Additionally, the Pardot Connector User must have at minimum Read Access permissions for the custom object in Salesforce.

• Metadata Not Refreshing: If data doesn’t appear, manually navigate to the Salesforce Connector in Pardot Admin and click the Reverify button.

2. PCO Use Cases and Automation

 

PCO data can be used in Pardot automations via three conditions: is related to the Custom Object, is not related to the Custom Object, or is related with specific properties.

1. Product Renewal (E-commerce / Subscriptions)

 

• Goal: Identify existing customers whose subscription is nearing renewal.

• Automation: Create a Dynamic List matching prospects related to the Product Custom Object where the Last Sale Date is at least 300 days ago and the Product equals “Yearly Subscription.” This list is then used as the recipient list for a renewal Engagement Studio program.

2. Customer Service & Suppression Lists

 

• Goal: Prevent marketing to frustrated customers dealing with unresolved issues.

• Automation: Create a Dynamic List matching prospects related to the Case Custom Object where the Case Status is “Open” and the Case Priority is “High.” This list is used as a Suppression List on general marketing and product upsell emails.

3. High-Value Donation Recurrence (Nonprofit)

 

• Goal: Identify high-value one-time donors for an automated recurring donation ask.

• Automation: Create a Dynamic List matching prospects related to the Donation Custom Object (or Opportunity Object) where the Donation Amount is over a set value (e.g., $999) and the Donation Type is “One-Time.” This list is used as the recipient list for a focused recurring donation campaign.