Marketer’s Space - Automating CRM Actions with Journeys - Part 1

Marketer’s Space - Automating CRM Actions with Journeys - Part 1

​
Marketing and sales go hand in hand, yet teams often struggle with inefficiencies in lead management. Leads may go cold due to delayed follow-ups, and valuable prospects might get lost in the shuffle. This is where integrating Zoho CRM with Zoho Marketing Automation (ZMA) comes into play. By utilizing CRM actions in Journeys, businesses can automate lead nurturing, push only engaged leads to sales, and ensure seamless collaboration between the marketing and sales teams. This integration helps marketers target the right prospects at the right time while allowing sales teams to act on high-intent leads without delays.

In this post, we’ll explore how leads that originate in Zoho CRM are nurtured through ZMA before being handed off back to sales.

Syncing Leads from Zoho CRM, Engaging Them, and Automating Sales Follow-Ups

Many businesses capture leads first in Zoho CRM—through website forms, inbound inquiries, or sales outreach. However, not all leads are immediately ready for sales engagement. That’s where marketing steps in, using Zoho Marketing Automation to nurture these leads until they show clear interest. Here’s how you can set up a CRM-integrated Journey to automate this process from start to finish.

Sync Leads from Zoho CRM to Zoho Marketing Automation

To ensure a smooth transition of records between Zoho CRM and ZMA, you first need to sync your CRM leads into Marketing Automation. This allows marketers to send targeted campaigns to the right audience. Ensure all relevant fields (such as Name, Email, Lead Source, and Lead Stage) are mapped properly. Once synced, these leads will now be available in ZMA for segmentation and targeted campaigns.
Setup syncSync Leads from Zoho CRM to Zoho Marketing Automation

Send a Marketing Campaign to Engage CRM Leads

With the leads synced, you can now target them with an email campaign. Let’s say you’re promoting a product demo or a free consultation. You send an email with a call-to-action (CTA) button, inviting leads to learn more.

Create a Journey to Target Interested Leads

Navigate to the Journeys section in Zoho Marketing Automation and create a new Journey. This Journey will track engagement and ensure that interested leads are identified, categorized, and updated in both ZMA and Zoho CRM.
  • Add the Email Action Trigger . Click on “Specific Email” and choose the email campaign.
  • Then select the email action “Specific link clicked” and choose the CTA that you included in the campaign.
  • Specify the exact URL you want to track (e.g., a demo request page, a pricing page, or a consultation booking link).
Email ActionCreate a Journey to target interested leads

Adding this trigger ensures that your Journey only targets leads who have shown clear intent by clicking on your email’s CTA. This helps you:
  • Identify engaged leads who are actively interested in your offering.
  • Filter out unresponsive leads, allowing marketing and sales teams to focus their efforts on high-potential prospects.
  • Automate lead qualification without manual tracking.
Once a lead clicks on the CTA, they enter the Journey, signaling that they are engaged and should be prioritized for further marketing and sales efforts.

Update the Lead Stage in Zoho Marketing Automation

Now that the lead has clicked on the CTA and entered the Journey, the next step is to update their lead stage to reflect this new level of engagement.
  • Add the Update Lead Stage action component right after the Email Action Trigger.
  • Configure it to move these contacts to the “Marketing Engaged” stage in ZMA.
Update lead stageUpdate the Lead Stage in Zoho Marketing Automation

By moving them to the Marketing Engaged stage, you’re ensuring that these leads are recognized as actively interested, making it easier to track their Journey through your funnel.

Push the Updated Lead Data to Zoho CRM

At this stage, the lead stage has been updated in Zoho Marketing Automation, but we also need to reflect these changes in Zoho CRM. Since both platforms need to have the latest details, we now push the updated lead information back to Zoho CRM.
  • Add the Push Data to CRM action component after the Update Lead Stage action.
  • Configure it to push the lead’s latest details into the Leads module in Zoho CRM.
  • Ensure that all relevant fields are mapped correctly.
CRM push dataPush the Updated Lead Data to Zoho CRM

Keeping Zoho CRM up to date is critical for sales teams, as it ensures they are always working with the latest information.
At this point, your Journey has:
  • Tracked engaged leads through the Email Action Trigger.
  • Updated the lead stage in ZMA to “Marketing Engaged.”
  • Pushed the updated lead data back to Zoho CRM.
With these foundational steps in place, you are now ready to take the next action—automating deal creation and assigning follow-up tasks to the sales team.

Create a Deal for the Interested Lead

At this stage, the lead has shown interest, so we should automatically create a deal in Zoho CRM.
  • Add the Create Deal CRM Action Component and configure the deal name, due date, stage, amount, and deal assignment.
  • You can also map fields at this stage.
CRM Create dealCreate a deal for the interested lead

Create a Task for Follow-Up

The final step is to ensure a salesperson takes action on the newly created deal.
  • Add the Create Task CRM Action Component.
  • Configure the CRM module, subject and description, due date, priority, status, and assign the task to the deal owner in CRM.
CRM Create taskCreate a task for follow-up

After this, you can connect the components to ensure a seamless flow.


This setup ensures that leads are not just nurtured, but also seamlessly handed off to sales when they show interest. The sales team receives up-to-date CRM records, active deals, and clear follow-up tasks, increasing their chances of closing the deal faster.

Why This Matters for Businesses

By using Zoho CRM and ZMA together, marketing and sales teams need not waste time on cold outreach, and can focus on high-intent leads.
For businesses, this means:
  • Higher revenue by focusing only on engaged leads.
  • Stronger collaboration between marketing and sales.
  • Better customer experience with timely follow-ups.
This is just one of the many ways you can use Zoho CRM actions in ZMA Journeys to refine your lead management process and ensure that only high-intent prospects reach your sales team. In the next post, we’ll explore another powerful use case—how to handle leads that originate in ZMA and transition them seamlessly into Zoho CRM for sales follow-up. Stay tuned for part two, and until then, happy marketing!

Regards,
Pearlin Nitika
User education | Zoho Marketing Automation

    • Recent Topics

    • Auto CC - Moving Departments

      We have Auto CC e-mail replies to your support mailbox enabled. We have two departments: Helpdesk (helpdesk@domain.com) Delivery (delivery@domain.com) If we create a Helpdesk ticket, and reply, replies are CC'd to helpdesk@domain.com (OK) We then move

    • [Important announcement] Zoho Writer will mandate DKIM configuration for automation users

      Hi all, Effective Dec. 31, 2024, configuring DKIM for From addresses will be mandatory to send emails via Zoho Writer. DKIM configuration allows recipient email servers to identify your emails as valid and not spam. Emails sent from domains without DKIM

    • Add Attendees to Session months before the Event

      I need to manually add Attendees to Sessions right away for an event that's taking place in 6 months so that the Speaker can communicate with them in advance of the event. How can this be done?

    • Multi file upload

      Hi, I just wonder if one could upload multiple files in one shot, say between one and three files, without adding multiple File Upload fields? Thanks, Alalbany

    • 🚀 WorkDrive 5.0: Evolving from a file sharing app to an intelligent content management platform: Phase 2

      Hello everyone, WorkDrive's primary focus has always been to provide an intelligent and secure content management platform, simplify collaboration, and be the central repository of files for all Zoho apps. In our previous announcement, we unveiled the

    • Function #25: Automatically generate purchase orders from a sales order

      We kicked off the "Function Fridays" series with the goal of helping you automate your everyday accounting tasks. As we delve into today's post, I'm delighted to announce that we're here to present the 25th custom function in this series. While it is

    • Sudden Layout Issue After Last CSS Update for ZML (Temporary Fix Inside)

      Hi, Our clients have noticed today that every section laid out with ZML suddenly shows an unwanted top padding/blank space that interrupts the user screens. It appears that Zoho has changed the default CSS for the .zcp-col.zcp-panel-rowtype-auto element.

    • Search Bar Improvement for Zoho Commerce

      Hey everyone, I've been using Zoho Commerce for a bit now, and I think the search bar could really use an upgrade. Right now, it doesn't show products in a dropdown as you type, which would make finding items a lot faster. On Shopify, for example, you

    • Tabular View Report | Scale To Fit Screen

      Please add the option to scale Tabular View reports to fit the screen. I constantly have to adjust the column size of Tabular View reports to fit various screen sizes and it just looks messy. You can see in the screenshot below there is a blank gap after

    • Why Server error in creatiing Landing Pages

      Hi Zoho Team, pls see my screenshot and tell me, what's wrong. Thx

    • How to create a directory report from one-to-many relationship

      Hi all, Newbie here. I'm converting an Access DB to Creator. I've learned Forms are tables and Reports are used to edit table rows, not Forms. I've got the data loaded and can maintain it with the Reports already done. I've done filtering and sorting,

    • Tip 31: How to make a field in a Zoho Creator form mandatory based on criteria

      Hi folks,   I'm sure most of you are familiar with the Mandatory property available in our form builder. It enables you to ensure that your users enter an input in a required field. If they don't enter an input in that field, they'll be unable to submit

    • Avoiding Inventory Duplication When Creating Bills for Previously Added Stock

      I had created several items in Zoho Books and manually added their initial stock at the time of item creation. However, I did not record the purchase cost against those items during that process. Now, I would like to create Purchase Orders and convert

    • Bulk update account type when adding a bill

      Hi I've only been using Zoho Books for a short while but I'm impressed so far, keep up the great work. One minor issue I'm coming up against is when creating a new bill from a scanned document (supplier invoice). In some cases, the supplier invoice could

    • How to start fresh after many years of using Zoho Books without deleting everything and creating a new organisation?

      Hi, I have used Books since 2016, but never reconciled with my bank account. I was thinking of trying to go back and fix that, but I don't just don't have the time it would take. Instead, I'd like back up my old records and start anew. What is the best

    • How do I modify the the incoming/current call popup? I can modify other call pages but not that one.

      I want to modify the incoming and active call popup on the crm to include customer relevant information, such as purchase history or length of relationship. Under modules and fields, I don't seem to see active call as a choice to modify, only the main

    • Canvas: Add Sections to Detail View

      Currently it is only possible to add fields to a canvas detail view. This makes Canvas hard to maintain, because everytime we add a field to our system, someone needs to go into the canvas view and add it there as well. This leads to additional work and

    • Automation#32:Auto Add New Portal Users to the Help Center User Groups

      Hello Everyone, Introducing a custom function that automates the process of adding new portal users to Help Center user groups, making user management effortless! By default, Zoho Desk allows you to assign new portal users to groups manually. But with

    • Cannot delete old accounts

      Hello, I try to delete old accounts from CRM, but it won't permit, saying documents are still linked to them. I searched in CRM and BOOKS, found some documents and deleted them, but still CRM won't delete them. Any idea how to do that ? I have a lot of

    • Offline mode on Android TV app?

      Hello! Is there a way to use Zoho Show offline in the Android TV app? I have an Android TV based projector, and I travel with it, and don't want to have to rely on a steady internet connection when giving a presentation.

    • Choice-based Field Rules on Global Lists

      Hi, The new Choice-based Field Rules should also be able to work with Global Lists not just local lists. Thanks Dan

    • Tip #36- How to use Survey in Zoho Assist to capture valuable feedback from remote sessions- 'Insider Insights'

      How to use Survey in Zoho Assist to capture valuable feedback from remote sessions The survey feature allows technicians and customers to share their valuable feedback, contributing to the improvement of remote service quality. After the completion of

    • Improve History Feature in Zoho Inventory

      At present there is a "history" tab on Zoho Inventory Items, however this only shows a date and time stamp along with the users name. It doesn't say what was changed. What is the value of this if you can't see what was changed? My Ideal is to include

    • Writing by Hand in "Write" Notes

      Hi there! I just downloaded this app a few moments ago, and I was wondering if there was a way to write things by hand in "Write" mode instead of just typing in the keyboard. It would make things a bit more efficient for me in this moment. Thanks!

    • Narrative 3 - Comprehending User Management

      Behind the scenes of a successful ticketing system - BTS Series Narrative 3 - Comprehending User Management User management in a ticketing system includes important aspects of how administrators oversee user access, roles, and permissions. This process

    • Payment Schedule

      Please add the ability to create a payment schedule. The other options, like retainer invoices or two invoices, do not work for the customer.  We invoice a client and need to be able to show them everything they owe in one invoice, and when each payment

    • Product Details's Description is lost

      Hi CRM lost its description in Product details subform. Can you make some test before deploy any update?

    • Zoho Bookings Issues We are facing

      Hi team, Here are list of issues we are facing with Zoho Bookings when migrating from other platforms. Sorry there is a lot but the bookings app need to be functional and practical for people to actually use it and not-cause MORE problems by being so basic and not customisable to each business.  1: SMS reminders for staff  There should be time limits on these reminders to make them useful. EG. if a new booking comes in more than 4 hours from now we don't really need to get a reminder, however if

    • Booking outside of scheduled availability

      Is there a way for staff (such as the secretary) to book appointments outside of the scheduled availability? Right now to do this special hours must be set each time. There should be a quicker way. Am I missing something?

    • Run workflow on data import in Creator 6

      How to run a workflow on data import in Creator 6?

    • Add Resource to Export

      The Export Data feature does not include a column for the Resource field. Without this column, Zoho Bookings cannot be used by any business for resource-based services or event types e.g. room bookings, equipment bookings. It seems to be an oversight,

    • Multi Day booking for resources

      I have following business-case: Rental for Tablets. Customer should be able to select how many device for how many days he'd like to rent. Same as a car rental for multiple days. Is this possible with Bookings on the current version?

    • Sales IQ - Bot Builder - Forward to Operator Action Card Improvement

      Hi team, It would be a great improvement to have an additional branch out of the Forward to Operator Action Card. I would like to allow 10 seconds for an operator to pick up the chat, if they don't or if they reject the chat I would like the Bot to continue

    • Zoho AI Translate Task as Rest API

      I cant find any docs on how to use Zoho AI Translate Task from a rest api call https://www.zoho.com/deluge/help/ai-tasks/translate.html I am working on a custom Widget and I dont think I can execute zoho deluge ai translate task from a custom widget.

    • How to Initiate WhatsApp Message on SalesIQ?

      I've just activated a Business WhatsApp phone number through SalesIQ because of its touted omnichannel chat approach. Sounds exciting. I understand that when a customer sends me a WA message, I can reply to it on SalesIQ and keep the chat going, perfect.

    • Custom Roles & Granular Permission Control in Zoho SalesIQ

      Hello Zoho SalesIQ Team, We appreciate the functionalities offered by Zoho SalesIQ, but we would like to request a crucial enhancement regarding user roles and permissions. Current Issue: At present, Zoho SalesIQ provides fixed roles—Admin, Supervisor,

    • Upcoming Changes to LinkedIn Parsing in Resume Extractor

      Starting 31 July 2025, the Zoho Recruit Resume Extractor will no longer support direct parsing of candidate data from LinkedIn profiles. Why Is This Change Needed? In accordance with LinkedIn’s platform policies, extracting profile data through browser

    • Add Usage & Voting Analytics for Knowledge Base Articles in Zoho SalesIQ

      Dear Zoho SalesIQ Team, We appreciate the current integration between Zoho Desk and Zoho SalesIQ that allows knowledge base articles to be synced and displayed to users directly within the SalesIQ chat interface. One valuable feature already available

    • Real-Time Alert or Status Indicator for WhatsApp Connection Issues in SalesIQ

      Hi Zoho Team, We’d like to request a feature enhancement in Zoho SalesIQ related to WhatsApp integration stability and visibility. Recently, we encountered a critical issue where our WhatsApp bot stopped responding to messages without any warning or alert

    • Customization of Chat Transcript Emails in Zoho SalesIQ

      Hi Zoho SalesIQ Team, I hope you're doing well. We would like to request the ability to customize the email template that is sent to clients when they request a chat transcript from SalesIQ. Currently, when a client clicks the button to receive their

    • Next Page