CRM Integration—Using Deal and Account Properties for Smarter Segmentation and Lists

CRM Integration—Using Deal and Account Properties for Smarter Segmentation and Lists


Hello marketers,
Welcome back to another post in Marketers' Space as we continue our series on CRM integration. This week, we’re exploring how integrating with Zoho CRM helps you access deal and account properties, empowering you to achieve precise segmentation and personalization in your campaigns.

What are lists and segments?

Lists and segments are groups created by separating contacts using filters and properties, helping you target specific audiences. Later, you can use these groups for sending tailored campaigns. Let’s look at the differences between the two.

Lists are static groups of contacts, ideal for one-time targeting. There are multiple ways to add contacts to a list: manually add single contacts, upload from your computer, import from the cloud, or build a list based on specific criteria. In this post, we’ll focus on creating lists with the criteria builder to target contacts synced from Zoho CRM using deal and account properties.
Segments, on the other hand, are dynamic. When you set criteria for a segment, it not only pulls in existing contacts but also automatically adds new contacts who meet the criteria as they’re created. This adaptability makes segments an important tool for refining target groups based on new data that is synced from Zoho CRM.

Using Deal and Account-Based Properties to Create Lists and Segments

For marketers, the ability to create lists and segments based on deal and account properties offers a big advantage. These properties can be used to understand each contact’s journey, helping you create segments and lists that are far more personalized and relevant. For instance, knowing a contact’s deal stage allows you to target customers who are close to conversion, while account-based insights help identify high-value clients or specific business types for exclusive campaigns.
This approach ensures each campaign resonates with its intended audience, improving engagement rates and results. By combining lists and segments with deal and account data, marketers can achieve better targeting, optimize their reach, and ensure greater impact through precision-crafted campaigns.

Available properties for segmentation and lists

With CRM integration, you can leverage an array of properties to enhance your segments and lists. We will be focusing on the Deal and Account based properties that will be available in Zoho Marketing Automation (ZMA) when integrated with Zoho CRM. Even custom deal fields that you’ve created in Zoho CRM can be synced and used as properties in Zoho Marketing Automation.
For example, if you have a custom deal field in Zoho CRM for a product interest category, such as “Winter Apparel” or “Office Supplies,” this data can be synced to ZMA and used to separate your audience based on their specific product interests. You can map these fields to existing fields in ZMA or create new ones, ensuring your data types are aligned for smooth syncing. These custom fields can also be used in other areas, like journeys, for even greater personalization and strategic targeting

The following are the Deal and Account-based properties available in Zoho Marketing Automation.

Deal properties: Number of associated deals, Deal name, Deal amount, Deal closing date, Deal type, Deal stage, Deal closing probability, Deal owner, Deal source, First closed-won deal size, Latest closed-won deal size, First deal closed-won date, Latest deal closed-won date, Days to close first deal, Days to close latest deal


Account properties: Account type, Account name, Account owner


Additionally, if you have synced custom modules from Zoho CRM, these fields will also be accessible for segmenting or creating Lists. You can map these fields to existing fields in Zoho Marketing Automation (ZMA) or create new ones, ensuring both fields are aligned in terms of data type for a smooth sync.

Here’s an in-depth look at each deal and account-based property, with a focus on marketing, so you can use them to enhance your campaign targeting.

Number of Associated Deals

The Number of Associated Deals reveals how many times a contact has entered the sales process, providing marketers with a snapshot of their engagement frequency. A higher number of associated deals can signal consistent interest or frequent interactions, making these contacts ideal for targeted campaigns that acknowledge their active relationship with the brand. Conversely, a lower number may suggest limited engagement, allowing marketers to create specialized outreach strategies to re-engage these contacts and encourage further interest.

Deal Name

The Deal Name is an identifier for a specific sales opportunity, making it especially useful when you want to target a group of contacts involved in that deal. Whether for follow-up campaigns or personalized content, deal names help you tailor your messaging to resonate with a specific transaction. You can further refine this audience by layering in additional properties, allowing for even more precise targeting.

Deal Amount

The Deal Amount reflects the monetary value of each sale, giving marketers insight into spending behavior. Higher deal amounts can indicate top-spending customers who may respond well to premium offerings or early access to new collections. For those with lower deal amounts, marketers can create entry-level or bundle promotions to increase the transaction size and overall engagement.

Deal Closing Date

The Deal Closing Date marks when a sale is officially completed. Marketers can use this date to time follow-up campaigns, loyalty offers, or re-engagement efforts right after a purchase. For instance, if a deal closes at the end of a season, marketers might schedule a campaign offering styling tips or promoting related products shortly afterward.

Deal Type

The Deal Type categorizes sales as new, renewal, or other types. For marketers, this distinction is essential: New customers may need welcome campaigns and product education, while renewal customers may benefit from personalized loyalty offers or an anniversary email celebrating their continued business.

Deal Stage

The Deal Stage reflects the current phase of a deal in the pipeline, such as “Closed Won.” Deals marked as “Closed Won” indicate conversion, meaning they’re ready for upselling or cross-selling campaigns. Those in earlier stages could benefit from targeted nurturing campaigns or exclusive trial offers.

Deal Closing Probability

The Deal Closing Probability is an estimate of how likely a deal is to close. High-probability deals are prime targets for last-minute offers or personalized nudges to finalize the sale. For lower probabilities, marketers might create trust-building content or incentives to increase commitment.

Deal Owner

The Deal Owner is the salesperson or team member managing a deal. Knowing the deal owner can help marketers collaborate directly with sales, ensuring campaigns align with the account manager’s strategies and provide cohesive, personalized follow-up content to the customer.

Deal Source

The Deal Source pinpoints where the sales opportunity originated, whether through an ad campaign, referral, or direct inquiry. This information is important for marketers in tailoring campaign messaging to align with each source. For instance, if a deal came from a social media campaign, you can send follow-up content that resonates with that platform’s tone, or, if it originated from a referral, you might craft a campaign that highlights customer stories or testimonials, making the messaging more relevant to the audience’s initial touchpoint.

First Closed-Won Deal Size

The First Closed-Won Deal Size shows the value of the first purchase made by a contact. This metric can highlight high-value customers from the start, who are ideal for loyalty or retention campaigns. By identifying customers who initially made large purchases, marketers can develop early VIP programs or personalized offers to encourage long-term commitment.

Latest Closed-Won Deal Size

This metric shows the value of the most recent deal successfully closed. For marketers, this is key to tracking trends in customer spending over time. If a customer’s latest deal size has increased, it might signal their openness to higher-end products or premium services. A decline might call for a personalized offer to re-engage them.

First Deal Closed-Won Date

The First Deal Closed-Won Date is the date of the first successful purchase, which can be used to trigger anniversary campaigns or loyalty rewards. By celebrating the relationship’s start date, marketers can create an emotional connection and encourage continued engagement.

Latest Deal Closed-Won Date

This metric marks the date of the most recent closed-won deal, ideal for timing re-engagement or upsell campaigns while the customer relationship is still fresh. If it’s been a while since this date, a “we miss you” email with a special offer could reignite interest.

Days to Close First Deal

This property indicates how long it took to convert the initial sale. For marketers, a shorter time frame can highlight contacts with a quick decision-making process, ideal for direct offers and fast-paced campaigns. Longer time frames may call for nurturing campaigns that offer product comparisons, testimonials, or personalized recommendations to build confidence and support future buying decisions.

Days to Close Latest Deal

This metric shows how many days it took to close the most recent deal. A decrease in time to close can mean increased trust or interest, which marketers can leverage with ongoing offers. An increase might signal hesitation, suggesting that content aimed at addressing potential concerns could be effective.

Account Type

The Account Type helps classify an account based on its relationship with the business, such as a current customer, partner, or prospect. For marketers, this information is essential for creating tailored campaigns. Prospects can be nurtured through introductory campaigns, while current customers may benefit from loyalty rewards.

Account Name

The Account Name represents the official name of a company or organization. This allows for customized communication and helps maintain consistent messaging across departments, providing a more cohesive brand experience.

Account Owner

The Account Owner is the person responsible for managing a specific account. Knowing the account owner allows marketers to collaborate on messaging, timing, and tone, ensuring that outreach is consistent with the account manager’s strategy.

Each of these properties enables marketers to tailor their outreach, deliver campaigns that resonate, and nurture relationships at every stage of the customer's journey. By integrating Zoho CRM and using deal and account properties to create lists and segments, marketers can access precise data to craft relevant and impactful campaigns. These enhanced capabilities allow you to engage your audience,nurture leads with personalized interactions, and drive impressive results across your marketing efforts. We’ll be diving into more powerful features unlocked through Zoho CRM integration, so stay tuned to this space—and happy marketing!

Regards,
Pearlin Nitika
User education | Zoho Marketing Automation

    • Recent Topics

    • Cannot log in to IMAP account as of last night

      Hey I've been using MFA with an authenticator for a while and have had to use application passwords for Outlook and Edison Mail on my Android devices. Last night the app passwords started to be rejected on my Android devices so I created new ones for

    • Low Stock View

      We use the Low Stock view frequently as a guide to inform us when to reorder items, but the view is misleading because it does not take into account Purchase Orders that have already been raised. Unless you are aware and check item by item, this can lead

    • 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

    • Payroll and BAS ( Australian tax report format )

      Hello , I am evaluating Zoho Books and I find the interface very intuitive and straight forward. My company is currently using Quickbooks Premier the Australian version. Before we can consider moving the service we would need to have the following addressed : 1.Payroll 2.BAS ( business activity statement ) for tax purposes 3.Some form of local backup and possible export of data to a widely accepted format. Regards Codrin Mitin

    • Show backordered items on packing slip

      We send out a lot of large orders, and often there are one or two things backordered. How can I fix the packing slips to show quantity ordered  & quantity packed There should also be the ability to "ship" 0 of an item so the receiver knows that things

    • Document | Files

      The vendor "Partial matches" still not fixed here after years of putting up with having to select most vendors manually ! ( again, the banking "Transaction rules" would solve a lot of these issues ) Some unwanted, irrelevant pdf's also arrive. It would

    • books+POS+ tap to pay+ stripe

      So in the UK we now have tap to pay with stripe. So we can use the stripe app as a POS terminal. Brilliant news. Can we hope that the Books App might add this feature ASAP. It would be great to have one system rather than using the not very good Square

    • Canvas Form View - Client Script Page on load - Url params not working

      We have a custom module with a canvas page for form view. We have a button in Customers module to open this canvas page using invokeurl function. We send few parameters as in the URL as query parameters. https://crm.zoho.in/crm/orgxxxxxxxx/tab/CustomModule12/create/canvas/64333200000261xxxx?layoutId=643332000002605001&c=${Customers.Customer

    • Sending Recruit SMS's to Zoho Cliq - Or tracking in the Messages module in Recruit?

      Is there any way to send SMS Gateway messages in Recruit to ZOho Cliq? We use 2-way SMS massages a lot in Zoho Recruit to speed up communication with Candidates. However the only way to keep track of received SMS's is by keeping a look out for the Email

    • This mobile number has been marked spam. Please contact support.

      Hi Support, Can you tell me why number was marked as spam. I have having difficult to add my number as you keep requesting i must use it. My number is +63....163 Or is Zoho company excluding Philippines from their services?

    • Zohomail does not support additional fields in mailto links

      Hello, I set up Zohomail as default composer in Firefox according to manual here: https://www.zoho.com/mail/help/defaultcomposer.html#alink2 Later, I wanted to use this functionality to answer in a Linux mailing list thread using mailto link: mailto:xxxxx@kernel.org?In-Reply-To=%3C727o0521-q24p-s0qq-66n0-sn436rpqqr1p@example.com%3E&Cc=xxxxx%example.org&Subject=Re%3A%20%5BPATCH%20v2%28%29

    • Is it possible to set a customer context variable in Zobot

      Hi, I want to use a context variable to route users down different paths in my Zobot chat flow. I know I can do this when the user enters data. But I want to know if I can use a variable that is 'hard coded' on the card, that the user is unaware of. Use

    • Cannot change Blog Title

      There is nowhere to change the blog title. You can change the blog URL but that is making no difference to the text "Enter Your Post Title" am I missing something?

    • Pending Sales Order Reports

      Pending sale order report is available for any single customer, Individual report is available after 3-4 clicks but consolidated list is needed to know the status each item. please help me.

    • Kaizen #203 - Answering Your Questions | Handling API Limits and Error Responses

      Hi Everyone, Welcome back to yet another post in the Kaizen Series! We appreciate your keen participation in the 200th milestone celebration of the Kaizen series. We will continue to answer the queries we received through the feedback. When working with

    • How to verify website ownership with google search console

      Hi, I am having a free .in domain provided by Zoho I have created a website on it now I want to verify my ownership to google webmaster. Can you please help me how to do that.

    • Kaizen #89 - Color Coding using Client Script

      Hello everyone! Welcome back to another exciting Kaizen post. Today let us see how you can apply color codes to the List and Detail Pages of Zoho CRM using Client Script. Need for color code in Zoho CRM When you mark things with different colors as a

    • "SPF record exceed the allowed limit of 10"

      Hi, I was wondering if there were a "universal Zoho SPF record" that would allow all my configured Zoho services that email things to meet this limitation ? or do I have to have an entry for mail, com, billing, etc?

    • Zoho Mail android app update: Block & reject future emails, Report phishing, Spam alerts, Suspicious URL detection

      Hello everyone! In the most recent Zoho Mail Android app update, we have brought in support for the following features: Block & reject future emails Report Phishing Spam alerts in the mail details screen. Suspicious URL detection. Block & reject future

    • What is Resolution Time in Business Hours

      HI, What is the formula used to find the total time spent by an agent on a particular ticket? How is Resolution Time in Business Hours calculated in Zohodesk? As we need to find out the time spent on the ticket's solution by an agent we seek your assistance

    • Animated GIF Images in Chat

      I know this seems to be a small feature request but in a recent Cliq update Zoho disabled autoplay for animated GIFs posted in Cliq conversations. We think this was not a good change. In our organization, animated GIFs in a chat play a role in expressing

    • I can't seem to login in to Mail Apps of MacOS /IOS

      Hi, i'm having trouble in signing in to mail apps from IOS. It's always come back to wrong passwords. But i already changed my password like 3 times. But still it says wrong credentials

    • Profile Image Showing Incorrectly in Zoho Mail

      Hi everyone, I’m facing a serious issue with Zoho Mail. The profile image showing for my email address is incorrect — it’s not my image. When I send an email to my Gmail account, it displays someone else’s image. This looks very suspicious and can make

    • I need access to my old email

      I need access to my old email bromzeman@zoho.com to verify it for forwarding. I can’t access the inbox to get the confirmation code. Please assist with recovery or forwarding. as you might already know, they made alot of the email addresses to have that

    • Set Defaults for Email Groups

      Is there a way to set defaults for all of the groups that I establish as a moderator? For example, I want every group I establish to have the following settings: 1. Moderator is <user> 2. User is <user>, <user> 3. Notifications for new group turned

    • LOGS FOR RECEIVED MAIL ( READ DATE & TIME)

      In Zoho mail we can extract the read logs of received mails so that we can see when we have read the mail and at what time & we have read it.

    • Domain verification probem

      Hello, i use a domain from Namecheap with hosting from Cinfu when i try to verify my domain on zoho i get "TXT Verification failure" i even tried the HTML verification and the code appears but also giving me the verification failure error.

    • Switching to Cloudflare email routing from Zoho Mail

      Hello, I'm currently working on migrating from Zoho Mail to Cloudflare's email routing solution. This requires changing MX and TXT records for our custom domain - when we do this, will our users still be able to log into their accounts and access an archived

    • Un Subscription Button

      How can i Add the Un Subscription Button in Zoho mail

    • Documents unable view and need to downlad

      I can't view .doc files in Zoho mail unless I download them, but I can view PDF files without downloading.

    • we encountered a problem while sending your email. please try again later.

    • Adding and removing people from groups

      We're having problems adding people to a group. Apparently Zoho has one email address and will not recognize a different email address.

    • MAIL SEARCH IS NOT WORKING

      THIS ISSUE HAS BEEN BUGGING ME SINCE MORNING, PLEASE RESOLVE THIS AT THE EARLIEST

    • URL Parameter on Help Center SIgn in link

      Is it possible to add a url parameter to the sign in link on the Help Center?

    • migrating from HelpScout

      I am attempting to import a conversation file from helpscout into desk and am receiving size errors. What is the current file size restriction. Does anyone have any tips for a successful migration?

    • Layout Rules Don't Apply To Blueprints

      Hi Zoho the conditional layout rules for fields and making fields required don't work well with with Blueprints if those same fields are called DURING a Blueprint. Example. I have field A that is used in layout rule. If value of field A is "1" it is supposed to show and make required field B. If the value to field A is "2" it is supposed to show and make required field C. Now I have a Blueprint that says when last stage moves to "Closed," during the transition, the agent must fill out field A. Now

    • Article Name Sorting in Zoho Desk Knowledge Base (agent / admin side)

      Dear Zoho Desk Support, We are writing to request an enhancement to the Knowledge Base management feature within Zoho Desk. Currently, there is no option to sort articles by their name, which significantly hinders efficient article management, especially

    • How to parse JSON data with SQL in Zoho Analytics?

      Hi all, I have a column with JSON data. I want to show this column in a chart, but it is very messy, and no JSON parsing function is supported on Zoho Analytics. data example: {"id": 5, "status": "false", "date": "15/10/22"} what I want to do in SQL is

    • Ability to turn off "Would you like this amount to be reflected in the Payment field?" message

      Team, Is there any way to turn off the message" Would you like this amount to be reflected in the Payment field?" when I make a payment? This is so annoying. This happens EVERY TIME I put an amount in the Payment Made field.

    • Add an Equation Field (Or update the Formula Field)

      Hi, I would like to be able to have one field as a Text Field with QR Code, and then have multiple Equation/Formula Fields that then take parts of that fields data with LEFT, MID, RIGHT, REGEX, etc. Thanks Dan

    • Next Page