Marketer’s Space - Automating CRM Actions with Journeys – Part 2

Hello marketers!

Welcome back to another post in Marketer’s Space. In our previous post, we explored how CRM actions in Journeys help marketing and sales teams work together by nurturing CRM leads and pushing only engaged prospects back to sales. If you haven’t read it yet, you can check it out here.

In this post, we’ll be looking at another use case—what happens when leads originate in Zoho Marketing Automation instead of Zoho CRM? We’ll walk through how you can capture leads using ZMA’s lead generation tools, automatically push them to Zoho CRM, create a deal, and assign follow-ups to your sales team—ensuring that no lead goes unnoticed. Let’s dive in!

Capturing and Qualifying Leads in ZMA Before Pushing to CRM

Marketing teams don’t just nurture leads—they also acquire new ones through various lead generation methods. Zoho Marketing Automation offers signup forms, pop-ups, and landing pages that capture leads directly. In this case, let’s look at how to handle leads that come in from ZMA and push them to CRM for sales follow-up.

Capture Leads with a Signup Form

Let’s say a prospect visits your website and fills out a signup form to request a consultation. You configure the form to:

• Collect Name, Email, Phone Number, and Company Name.
  

• Setup a response action that adds leads to a list called “Interested Leads from Website.”
  

• Push new contacts to Zoho CRM (update existing or update existing and add new).
  

Set Up a Journey to Automate Lead Hand-off

Now that leads are being captured in ZMA, we automate the sales hand-off using a Journey.

• Add the Added to List Trigger, targeting the “Interested Leads from Website” list.
  

• Since the form submission signals interest, add the Create Deal CRM Action.
  

• To ensure follow-up on this deal, add the Create Task CRM Action, assigning it to the sales rep responsible for new leads.
  

Unlike the Journey in our previous post, we don’t need the push data component—since the form already does that. This Journey focuses on creating deals and assigning follow-ups, ensuring that sales can engage with interested leads in real time.

Once the Journey runs, here’s what happens:

• The lead enters the Journey as soon as they submit the form and get added to the “Interested Leads from Website” list.
• A new deal is automatically created in Zoho CRM.
  
• A follow-up task is assigned to the sales rep, ensuring they reach out to the lead within a set timeframe.
  
• The sales rep gets notified, enabling them to take immediate action—whether it’s scheduling a call or sending a proposal.
  

With this setup, your sales team can act on fresh leads without delay, improving response time and increasing conversion rates.

This is just one of the many ways you can use Zoho CRM actions in ZMA Journeys, but the possibilities are endless. We’ll be back with more use cases in the coming weeks. Until then, happy marketing!

Regards,

Pearlin Nitika

User education | Zoho Marketing Automation

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