Create Custom Events Without Linking to an Object

What it is

Custom events, previously required to tie to an object record to be created, can now be created standalone for use in the new agentic automation builder. This is available on Professional and Enterprise tiers of Marketing, Content, Service, Sales, Data, Smart CRM, and Revenue Hub. Objectless events show up alongside other custom events in Data Management, under Event Management.

Why it matters

If you're on a qualifying Professional or Enterprise tier and want to trigger automation off something happening in your stack that isn't tied to a CRM record, this removes a real constraint you had before. Skip it if you don't touch custom events or the agentic automation builder — it doesn't change anything else in your portal.