Some of you may have noticed that you cannot currently use custom objects in segmentations. I have been lobbying for this feature for a while, but until it's available, never fear - another patented Kristen workaround is coming your way.
Why would you want to do this? Some examples of the use cases I've heard of:
So what's my trick? Instead of using the custom objects in the segmentation, I use static lists and I create smart campaigns to add and remove people from the static lists based on the custom objects. Basically, the static lists become a middleman that allow me to use custom object data to define my segmentations.
Let's consider the case where I want to vary a welcome email's content based off the product, which is stored on a Sales Order custom object in Salesforce. The name of the product is stored in the Product Code Name field. First, create one static list for each product (Yes, I've deleted the product names to protect the innocent, I didn't magically name all my lists the same!):
Then create a smart campaign to listen for a new sales order that comes in with that particular product type. When you are using Dynamics, you can add this constraint directly to the custom entity trigger so you know that the constraint applies to that exact custom entity. When you're using Salesforce, you can't do this, so you need to combine the trigger with a filter that contains the constraint. In this case, we combined the Sales Order trigger with a filter for the Sales Order where we're further limiting the sales order by product and also by date (in this case, the date of shipment, but you could also use created date). This gives us a very high probability that this person is going to get added to the list based on that specific custom object having that specific product. (Again, not a concern with Dynamics!)
In the flow of this smart campaign, add the person to the relevant static list that you created earlier.
Then, create a segmentation that has one segment for each product. In the smart list for this particular segmentation, we opted to include people who were on one product's list but not on any of the others. (We decided that if you were on the list for two products, you should get a generic email.)
Once you have all your segments defined, approve the segmentation and use to make your email dynamic as desired.
Really Important Things to Consider
It's important to remember when you are doing this that you need to take into account a few things that are not considerations when you build segmentations off company or lead fields:
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