How To Use Custom Objects in Templates and Personalization

Objective

Learn how to use Custom Objects in Outreach templates and personalization to enable event-driven, context-rich outreach using data from CRM or custom object records.

Applies To

• Sales Representatives
• RevOps Teams
• Customer Success Teams
• Outreach Admins (setup requirements)

Overview

Custom Objects allow teams to personalize outreach using contextual data from events such as:

• Marketing activities (webinars, form fills)
• Support interactions
• Renewal or contract lifecycle events

When a Custom Object record is created or updated, Outreach can:

• Automatically trigger a sequence
• Populate templates with fields from that record
• Deliver highly relevant, timely messaging at scale

Procedures

Enablement

Before using Custom Objects in templates:

1. Create the Custom Object in Outreach.
2. Define fields and lookup relationships.
3. Ensure at least one lookup exists to:
   • Prospect, Account, or Opportunity
4. Sync records from the source system.

Once complete, objects appear in the variable picker.

Supported Launch Contexts

Limitations

• Record selection logic is not configurable
• Only the most recently synced record is used when multiple exist
• Custom Object chaining is not supported
• Objects must be linked to Prospect, Account, or Opportunity

Reference Custom Object Fields in Templates

1. Open a Template, Snippet, or email editor.
2. Select the variable picker.
3. Navigate to Custom Objects.
4. Choose the object and field.
5. Insert the variable into your message.

Syntax example:

{custom_object.object_name.field_name}

Personalize Messaging Using Custom Object Data

Use variables to dynamically populate outreach:

Example: Event Follow-Up

Hi {first_name},

Thanks for registering for {custom_object.event_registration.event_name}! We're looking forward to seeing you there.

In the meantime, here are some resources: {custom_object.event_registration.pre_event_materials}

Use Across Common Business Scenarios

Marketing Activity Follow-Up

• Trigger: Form submission
• Personalization: Product, use case, submission date

Support-to-Sales Handoff

• Trigger: Ticket marked as expansion opportunity
• Personalization: Pain point, product area

Renewal Outreach

• Trigger: Renewal record created
• Personalization: Renewal date, contract value, usage

Enable AI Personalization (Optional)

Include Custom Object context in AI prompts:

When writing this email, keep in mind:

• {account.name}'s industry: {custom_object.account_brief.industry_focus}

• Main challenge: {custom_object.account_brief.pain_point}

• Recent win: {custom_object.account_brief.recent_success}

Understand Record Selection Logic

When triggered by a Custom Object

• Outreach uses the exact record tied to the trigger
• No ambiguity—fully deterministic

When triggered manually (e.g., Add to Sequence)

• Outreach resolves records using:
  1. Prospect ID
  2. Account ID
  3. Opportunity ID
• Selects the most recently synced record

Note: “Most recently synced” refers to when the record was loaded into Outreach, not when it was created.

Test Before Publishing

• Validate templates against real records
• Confirm variables populate correctly
• Ensure no required fields are missing

Additional Information

• Use trigger-based workflows for the most accurate personalization
• Avoid relying on “last inserted” logic for critical workflows
• Test templates before adding to production sequences

Frequently Asked Questions

What if multiple records exist?
The most recently synced record is used unless triggered directly from the object.

What if no record is found?
The variable renders blank. Emails may fail if required data is missing.

Can I use multiple Custom Objects in one template?
Yes, as long as each object has valid relationships configured.

Who can create Custom Objects?
Admins only. Users can reference them once available.

Where else can I use Custom Object variables?
Anywhere the variable picker is available (except Meeting-type content).