Overview
Use custom fields already set up in your ServiceTitan account to power your marketing strategy. By enabling these fields for Marketing Pro, you can create highly targeted audiences and personalize emails with specific customer data—all without leaving your marketing workflow.
Make sure you’re viewing the correct Marketing Pro content
This article is for Marketing Pro v2. If you are using Marketing Pro, see Use custom fields for content specific to your experience.
You can check your version following these steps:
Go to the navigation bar and click Marketing
.If the side menu under Analytics includes One-Time Campaigns and Automated Campaigns, you're using Marketing Pro v2. If these options aren't visible, you're using Marketing Pro.
Who uses this feature
Administrators, marketing managers, and other marketers on your team
Primarily benefits Commercial Service and Replacement business types and Residential Service and Replacement business types
Applies to all trades
Feature configuration
To get started with Marketing Pro v2, request a demo on our Pro Products page, or reach out to your Customer Success Manager (CSM) or Pro Account Manager (PAM).
Things to know
Custom fields must already be created in your ServiceTitan account before they can be configured for marketing use. For more, see Use custom fields.
Custom fields are organized by entity type on the settings page — for example, Customer Record and Job Record. The entities and fields available depend on what has been configured in your ServiceTitan account.
Each custom field has two independent toggles: one for merge tag availability and one for segment filter availability. You can enable either or both for a given field.
Disabling a toggle removes the field from the merge tag menu or segment filter list going forward. It does not delete the field, its data, or any previously sent campaigns.
Best practices
Before enabling a custom field as a merge tag, confirm that the field contains consistent, complete data across your customer records. Merge tags that resolve to an empty string can make emails appear incomplete.
Limit enabled merge tags and segment filters to fields your team actively uses in campaigns. A focused list makes the email editor and segment builder easier to navigate.
Coordinate with your marketing team before disabling a field. A field that looks unused in settings may still be referenced in a segment filter or email template draft.
Use Cases
You can enable a Where did you hear about us? field as a merge tag for Jobs, but leave it disabled for Calls, so it only appears in email content where the data is actually collected.
A custom Equipment Age field on Jobs may be valuable as both a merge tag (to personalize emails referencing aging equipment) and a segment filter (to target customers whose equipment is over a certain age), so an administrator enables both toggles for that field.
A custom Membership Tier field on customer records is only useful for segment targeting, not for email personalization. An administrator enables only the segment filter toggle, keeping the merge tag menu uncluttered for the marketing team.
After a campaign, the marketing team decides a certain custom field is no longer relevant to their strategy. The administrator disables both toggles for that field so it no longer appears in the email editor or segment builder, without affecting any data already collected.
Configure custom fields for marketing
In the top navigation bar, go to Settings
.In the side panel, go to Marketing Pro > Fields Settings.
Select the entity that contains the field you want to configure.
Find the custom field you want to configure.
To make the field available as a personalization tag in email templates, turn on the Use as Merge Tag toggle.
To make the field available as a filter when building segments, turn on the Use as Filter in Audience toggle.
Repeat steps 3-6 for any other fields you want to configure.