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

    • Using a CRM Client Script Button to create a Books Invoice

      Hello, I need help handling error messages returned to my client script from a function. The scenario I have setup a client script button which is available from each Deal. This CS executes a crm function, which in turn creates an invoice based on the

    • How Can i put a form in Zobot

      Hi,how can i integrate a form which has a multiple options to choose from.the form should be opened or displayed by zobot after it meets a requirement in the conversation. Thanks in advance !

    • Has Anyone successfully integrated Zoho and Sage Intact?

      Hey all, We’re evaluating Zoho One + Sage Intacct and I’m trying to connect with anyone who has actually implemented the two together.Specifically, I’d love to know: -- Which functions you kept in Zoho vs. Intacct (e.g., Product Catalog, AR/AP, invoicing,

    • Admin asked me for Backend Details when I wanted to verify my ZeptoMail Account

      Please provide the backend details where you will be adding the SMTP/API information of ZeptoMail Who knows what this means?

    • Playback and Management Enhancements for Zoho Quartz Recordings

      Hello Zoho Team, We hope you're all doing well. We would like to submit a feature request related to Zoho Quartz, the tool used to record and share browser sessions with Zoho Support. 🎯 Current Functionality As of now, Zoho Quartz allows users to record

    • Zoho Analytics - Feature Request For Time Based Data Source Fetch

      Hi Analytics Team, I have a client using Zoho CRM and they want a weekly report at 4:30pm every Friday, emailed to the sales team showing a pie chart of Closed Won Deals for that week. This is easy to achieve in Analytics but not so easy to ensure the

    • Which user's capacity is used for Shared Mailbox storage?

      We use shared mailboxes at our company, and their size is increasing daily. Which user(s)'s total mailbox limit is being used up by this space?

    • Inserting the current date / time

      I'd like to use Zoho Notebook as a log - so it would be great to be able to insert the current date and time at the beginning (or end) of each my log/journal entries - or wherever I want. Something simple, like pressing a button/icon to insert it wherever my text cursor is. It could be formatted like "Mon Dec 11, 2017 - 11:43p". 

    • Migrate data from old to new account

      Hy, Have one Old Zoho Notebook Account with Data , want to migrate that whole Data to New Zoho Notebook Account which is in Zoho One . Is that possible ? If Yes then how?

    • Campaign editor overrides href value

      I've been trying to insert a deep link in an email campaign so recipients can directly open a native app on their device. My deep link looks something like "myapp://". The options to insert links in the campaign editor are limited to strict urls, emails,

    • how to add subform over sigma in the CRM

      my new module don't have any subform available any way to add this from sigma or from the crm

    • Bug Report and Suggestions for Improvement in Zoho Applications

      Hi Zoho Team, I’d like to report a few bugs and improvement suggestions I’ve noticed while using Zoho products: Zoho Cliq Video Call: The camera sometimes turns off automatically during video calls. This seems to be a bug — please check and fix it. Zoho

    • Super Admin Logging in as another User

      How can a Super Admin login as another user. For example, I have a sales rep that is having issues with their Accounts and I want to view their Zoho Account with out having to do a GTM and sharing screens. Moderation Update (8th Aug 2025): We are working

    • Canvas Flex Box containers should not require a width/height.

      Flexbox containers are often used as organizational concepts, to ease re-flow on mobile etc. - I cannot use % for flexbox W or H - I cannot omit W or H This means that the content cannot dictate, and a Flexbox container cannot be used merely as an organizational

    • Zoho Desk Android app update: Filter enhancement, Save Filters

      Hello everyone! We have now enhanced the filter section on the ticket listing screen of Zoho Desk Android app as it is on the web(desk.zoho.com). Also, we have introduced an option to save filters for tickets on the mobile app. You can easily apply, rename,

    • Very long loading times | bad performance [ZOHO DC: EU]

      Hello there, we have recently noticed that the loading times have become extremely long when retrieving tickets and ticket details. For example, I open any ticket and get the following view. The subject and standard information (ticket owner, status etc.)

    • Zia Profile Summary now supports six languages and responds faster

      After numerous customer requests, we’ve expanded Zia Profile Summary to do more than just summarize resumes quickly. It can now summarize them in six different languages and deliver results even faster. What’s New 1. Extended language support Zia can

    • Introducing Zoho Show Android 3.0

      Good ideas need the right space to grow. They deserve tools that move as fast as your thoughts and make creating feel effortless. And that is why we are bringing you Zoho Show Android 3.0! From a brand-new look and smoother navigation to improved collaboration

    • Properly Capture Dropdowns & Hover Elements When Recording a Window/Tab

      Hi Zoho WorkDrive Team, Hope you are doing great. We encountered a limitation when recording a selected window or browser tab: Certain UI elements, such as dropdown lists, hover menus, and overlays, are not captured unless we record the entire screen.

    • Peppol integration zoho invoicefu

      Hi, Belgium will require Peppol invoicing as of 2026. I found that this is being prepared for Zoho books, to be released in Sep 2025. Will Zoho Invoice get this functionality too? I like the Invoice app for my part-time side business as bike mechanic

    • CRM x WorkDrive: File storage for new CRM signups is now powered by WorkDrive

      Availability Editions: All DCs: All Release plan: Released for new signups in all DCs. It will be enabled for existing users in a phased manner in the upcoming months. Help documentation: Documents in Zoho CRM Manage folders in Documents tab Manage files

    • Allow Recording Only a Selected Portion of the Screen

      Hi Zoho WorkDrive Team, Hope you are doing well. We would like to request a more flexible recording option in Zoho WorkDrive. At the moment, we can record either the entire screen or a specific window/tab — but not a custom selected portion of the screen

    • Restricting Calendar View to Working Hours

      Hi: I'm trying to implement a calendar which displays all of my customer appointments.  Currently, the calendar shows all 24 hours of the day.  Is there a way to restrict the hours to simply the times my business is open? Thanks!

    • Add Camera Background Blur During Recording

      Hi Zoho WorkDrive Team, Hope everything is well. We would like to request an enhancement to the video recording feature in Zoho WorkDrive. Currently, the camera preview displayed during a recording does not support background blur. This is an essential

    • Amazon FBA integration - Handle invoice reconciliation under different GSTINs,

      Dear Zoho Community, Thank you for the clarification regarding the Amazon FBA integration, default warehouse, and GSTIN mapping in Zoho Inventory. I understand that Zoho currently supports only one warehouse for Amazon FBA, and that all FBA orders are

    • Whatsapp Integration questions

      Hi Questions: 1. Whatsapp messages are not reaching our CRM, is there a delay? 2. Is there any way to create a whatsapp catalog on a number that is integrated with ZOHO? 3. How do I configure my profile picture on a number that is integrated with ZO

    • Allow Font Size 11 in Editors...

      That is basic functionality...

    • link mail.zoho.com/UnblockMe to unblock

      Could you please unblock my account heloisa.bomfim@expansaodenegocios.com

    • Unblocked me

      Please can you help unblocked my account thanks materiauxjcbrunet2000@zohomail.com

    • Integrating External Portal Tickets Into Zoho Desk

      A B2B travel company has a customer portal where clients can raise and submit tickets related to their bookings. These tickets need to be handled and managed in the backend through Zoho Desk. Ticket updates and replies from Zoho Desk should also be visible

    • Make Camera Overlay & Recording Controls Visible in All Screen-Sharing Options

      Hi Zoho WorkDrive Team, Hope you are doing well. We would like to request an improvement to the screen-recording experience in Zoho WorkDrive. Current Limitation: At the moment the recording controls are visible only inside the Zoho WorkDrive tab. When

    • Send WhatsApp voice messages from Bigin

      Greetings, I hope all of you are doing well. We're happy to announce this enhancement we've made to Bigin. Bigin's WhatsApp integration now supports audio messages, so you can record and send voice messages. This makes it easier to handle customer questions

    • CUSTOM FUNCTION GIVE ERROR #EVAL!

      CUSTEM FUNCTION CREATE KYA ZOHOSHEET ME US FUNCTION KO USE KIYA LEKIN DATA TO SAHI HAI LAKIN DATA SHEET ME NAHI LAG LAHA HAI KRUPYA SOLVE KARE MY CODE IS float ADDTWO_TWO(float NO1, float NO2) { ADD = NO1 + NO2; return ADD; }

    • Samsung Keyboard Issues with Notebook

      Dear Users, We're sorry to inform you that some of our users are experiencing certain issues like scrolling, delay/lag, cursor placement especially within the text notes. This occurs mainly due to Samsung Keyboard compatibility with Android 13 and some

    • Zoho Books | Product updates | October 2025

      Hello users, We’ve rolled out new features and enhancements in Zoho Books. From iOS 26 updates to viewing reports as charts, explore the updates designed to enhance your bookkeeping experience. Zoho Books Updates for Apple Devices At WWDC 2025, Apple

    • Zoho Developer Community Hackathon 2025 is LIVE!

      Hey developers! It’s that time of the year again — the Zoho Developer Community Hackathon 2025 is officially open for registrations! If you’ve been waiting for a chance to stretch your skills, try something new, or finally bring that idea to life, this

    • Zoho Books | Product updates | September 2025

      Hello users, We’ve rolled out new features and enhancements in Zoho Books. From PayNow payment method to applying journal credits to invoices and bills in other locations, explore the updates designed to enhance your bookkeeping experience. Integrate

    • Contact data removes Account data when creating a quote

      Hi, Our customer has address fields in their quote layout which should be the address of the Account. They prefill the information, adding the account name - the address data is populated as per what is in the account - great. However when they then add

    • filter broke my data

      I uploaded a file recently from Sheets and it has top 2 rows frozen, with table headers in second row and each one is filterable. somehow my first 2 columns became unfiltered and no matter what I do I cannot reapply the filter?? also didn't realize they

    • Zoho Workdrive for Office, "vsto runtime not found"

      Hi all, I have been trying to get ZohoWorkdrive_MS-addin_1.4.exe installed, but I keep getting the error "VSTO Runtime Not Found!" - even though I have installed it ... Anyone else hear had problems with the MS addin?  FYI, I am using O365 on A Dell laptop running Win 10 Home - fully patched and up-to-date.  I have tried compatibility modes and running explicitly as Administrator - the usual steps. Any advice would be appreciated.

    • Next Page