Custom Content Pane Title
Have a look at:

ctools_custom_content_type_admin_title

/**
 * Callback to provide the administrative title of the custom content.
 */
function ctools_custom_content_type_admin_title($subtype, $conf) {
  $settings = ctools_custom_content_type_get_conf(ctools_custom_content_type_content_type($subtype), $conf);

  $output = t('Custom');
  $title = !empty($settings['admin_title']) ? $settings['admin_title'] : $settings['title'];
  if ($title) {
    if ($settings['custom_type'] != 'fixed') {
      $output = t('Custom: @title', array('@title' =&gt; $title));
    }
    else {
      $output = $title;
    }
  }

  return $output;
}


If the admin title is used, and the custom content type is not set to 'fixed' (see ctools_custom_content_type_get_conf), it will use your user input admin title for admin display there.