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

    • AI read notes or explanation

      It would be such a great feature to have AI voices be able to read our Notes or Explanation If not having the AI speak the notes at run time, how about a feature where inside of Zoho Show you can have it look at all the notes of all the slides and have

    • Top Menu Disappeared from Blog Page

      Hi, Our top menu disappeared at Blog Posts page. However, it's still visible any other page on the website. I attached two screenshots, so it can be understood clearly. How can we bring back top menu? Thanks, K.

    • Managing Prepaid Hours for Consulting

      We are a consulting firm that bills clients a flat upfront annual fee plus an hourly rate and offer a discount for pre-paying a block of hours. Hours that surpass the pre-paid block are billed monthly at the normal rate. If there are any pre-paid hours remaining at the end of the project they are banked for future use. I'm not seeing a method of doing this in Projects/Books/CRM... thoughts?

    • ZOHO Widget SDK not loading in html

      I have this code below, I have imported the widgetsdk however I get the error shown in the image, I have tried many different ways of importing and initiating the function ZOHO but nothing is working. can someone explain what I'm doing wrong, if I am

    • Enhancements to Zoho Corp Help Center "Team Requests" View

      Dear Zoho Team, I hope this message finds you well. The ability to view both my tickets and my team’s tickets in the Zoho Corp Help Center is a fantastic feature, especially as the focal point for Zoho in our organization. However, we’ve encountered a

    • Allow Multiple Scheduled Appointments with Zoho Support

      Dear Zoho Team, I hope you're doing well. First, thank you for introducing the option to schedule support calls via the Zoho CRM booking link. This has been a fantastic enhancement, eliminating the need for back-and-forth coordination when scheduling

    • Projectwise budget ---

      Can we have a Project wise subject in addition to the Monthly, and quarterly ACCOUNT LEVEL budget?

    • WorkDrive API Documentation

      WorkDrive provides users and developers an extensive set of APIs to help integrate functionalities of Zoho WorkDrive with other Zoho applications and third-party tools. We have published the official WorkDrive API Documentation page for all external users.

    • Error 403: Forbidden When Updating Email Signature via API

      Hi Zoho Desk team, First, congratulations again on the excellent Zoho API. But, I’m encountering an issue while attempting to update an email signature via the API. Whenever I make a request to update the signature, the response returns an HTTP 403 Forbidden

    • Who can see draft replies on tickets?

      We have noticed that we are able to see draft replies made by other agents. Which settings can limit this visibility? It makes sense to me that admins and the agent who created the draft would be able to see the draft, but no one else. How can we make

    • Serious question: Are there actually "solo-preneurs"/small business owners who made Zoho-one work well for them?

      L.S. After already many years of continued struggle with Zoho-One, I am seriously wondering if there are actually solo-preneurs (one person small business owners - without a large, dedicated IT dept.) who got it (Zoho-One) to work well for their businesses.

    • Major iOS issues when accessing forms via the browser

      Hi, We have been using forms for some time, while the office staff are accessing the forms via the app on Android mobiles, we have a fleet of sub contractors that we would not like them having access to the main app as some of the forms are confidential

    • All notes disappeared

      I've been using the notebook app for over five years on my phone without being logged into an account. A few days ago I opened the app and all my notes had disappeared. Since then I tried restarting my phone, updating the app and logging into my account,

    • How to Iterate a Function in Zoho Desk Workflow with Delay Between Calls?

      Hi everyone, I’m working on a function in Zoho Desk that searches for a specific ticket record. If the ticket is not found, I need to retry the search multiple times with a delay between each attempt until the ticket is located or a maximum number of

    • How to Iterate a Function in Zoho Desk Workflow with Delay Between Calls?

      Hi everyone, I’m working on a function in Zoho Desk that searches for a specific ticket record. If the ticket is not found, I need to retry the search multiple times with a delay between each attempt until the ticket is located or a maximum number of

    • Work Orders / Bundle Requests

      Zoho Inventory needs a work order / bundle request system. This record would be analogous to a purchase order in the purchasing workflow or a sales order in the sales cycle. It would be non-journaling, but it would reserve the appropriate inventory of

    • Zoho Books API Limit Is RIDICULOUS!!!!!!!!!!!!!

      The 2,500 API call limit in Zoho Books is about as useful as AOL dialup.  Seriously Zoho, not only can I use up 2,500 API calls in no time with my own app but YOUR OWN STUPID IPAD APP blows through them super fast too, so if any one of my clients wants

    • QR codes in templates

      I'm excited about the new QR code generator. I have included a QR code that contains the record ID setting "${ID}" as input data. In the report detail it works perfectly but when printing it in a template the code is not shown.

    • Button Display Conditions

      Hi Guys, Is it at all possible to have extra button conditions? Context: We have data in our deals module which has a custom button which converts the deal into contacts + set up relationships between them. At the end of the conversion we set a field

    • Knowledge base: The nitty-gritty of SEO tags

      A well-optimized knowledge base with great SEO can benefit your company by allowing customers to find help articles and support resources using search engines. This enables customers to quickly and efficiently find the information they need without direct

    • Social Media Simplified with Zoho Social: Make the best out of the publishing calendar

      Are you a marketer who likes visualizing your plan of action before you start social media posting? Are you part of a team that works on social media on a rotational basis, so the most important task is to collaborate to avoid overlap and confusion? Or

    • Custom function daily limit and procedural programming

      Dearest Zoho Today, support confirmed that if I call a custom function from another custom function then I will use up two, with regards to my daily limit. A few times, we have blown our daily limit and that means that ordinary business processes don't run for the rest of the day. I have to mop these up the following day and there is no guarantee that I will get it right. Therefore, I can't afford to waste any. Procedural programming has been around for over 50 years now and it greatly simplifies

    • Unified customer portal login

      As I'm a Zoho One subscriber I can provide my customers with portal access to many of the Zoho apps. However, the customer must have a separate login for each app, which may be difficult for them to manage and frustrating as all they understand is that

    • Welcome Link Expired

      Hi The links sent to the users didn't get clicked on in time and now all the links have expired. Is there a way to send a new link without deleting them and re-adding them>

    • New enhancements: Changing portal users' email addresses and new customization options for templates

      Dear All, Portals have enabled organizations to extend access to various CRM modules to their customers, vendors, partners, and end users, per their business requirements. When a portal is created, an invitation email is sent to portal users with a link

    • Granular Time Frame Settings for Message Deletion and Editing in Zoho Cliq

      Dear Zoho Team, I hope you're doing well. Currently, the settings for message deletion and editing in Zoho Cliq are configured globally under: Admin Panel > Organisation > Configurations > Conversations Delete messages: Time frame to allow message deletion

    • New Built In QR/Barcode Generator Print Settings

      I'm trying out the new QR/Barcode generator field in Creator. I would think most people will want to print these, like I do. I am not seeing any way to control the height or width of the barcode for printing (inside the print/pdf template builder). The

    • Zoho One. Client Script

      Hi, I would like to know if the Client Script feature is available in Zoho One. If it's, how can I enable it?

    • Calendar View for Zoho Tickets

      Is there a way to view your tickets with due dates on a calendar view? I can not find a way to merge my Zoho Calendar and Tickets. This would be extremely helpful to my team.

    • Delete / Modify Default Career Site - Zoho Recruit

      Hello, It would be very useful if we could delete a default career site or change which of our career site is the default. Our Career site was created when there were issues with Zoho Recruit creating English CTA buttons on French Career sites. The only

    • Workflows for Timesheet

      Good day, Any way to have timesheet as triggers? I looked into Zoho Flow and into Zoho Project automation but no where can I have timesheet as a trigger. Basically, I would like to trigger something upon timesheet approval. Right now, the only way to

    • Is it possible to hide Developer Space for all user in Zoho Projects

      Hello! I am Zoho admin in a company and we want to use Zoho Project to manage projects, but after a few days of testing we are not able to "hide" the Developer Space from all kind of users except the admin. To sum up, I want to hide this for all users.

    • Introducing automation and utility conversations in WhatsApp marketing

      We’re excited to announce the addition of two new features to our WhatsApp integration: Automation and Utility conversations. These enhancements will allow you to streamline your marketing efforts and engage with your customers more effectively by automating

    • Extracting data from cells in zoho sheets for zoho books

      I am currently uploading my bank statment in excel format to zoho workdrive. I would like flow to extract certain data and send it to zoho books. Would scripting in zoho flow be able to help me with this? By this I mean should I attempt this in zoho flow

    • Within the Basic KPI component in Analytics, it is impossible to set "next" day range as a filter

      Hi there, I am currently setting up a deal dashboard for the Sales team. While it is possible to filter deal records to show records that were created LAST X days only, it looks like a NEXT X days Closing date filter is not available. Would it be possible

    • Pulling Specific Products from Sales Orders in Books to a CRM Record

      We currently process orders directly through our website (woocommerce) as well as through manual sales orders in zoho books. When an order comes through the website, all of the individual products from that order show up in the CRM record of that customer.

    • Você já viu os cursos do Zoho Mind?

      Pessoal, Tem uma plataforma da Zoho chamada Zoho Mind, muito interessante os cursos e vídeos tutoriais que lá possui. Para a turma do Zoho Creator, tem uma dica de Buscar dados em Formulário, segue o link e clique em Zoho Creator. https://www.zohomind.com.br/#/videostutoriais

    • Como gerar gatilhos para pagamento de impostos no Zoho Books?

      Olá Pessoal, boa tarde! Gostaria de saber como vocês estão escriturando os impostos a pagar no Zoho Books. Vi que temos a opção de Bills, porém se eu escriturar nesta aba do Zoho Books para gerar lembretes de tempo de vencimento por exemplo vai refletir

    • Subform Time field to string.

      Good afternoon All. I have a Subform 'Delivery_Receiving_Hours' that captures Day (Dropdown), Time_Open (Time), and Time_Close (Time). I need to capture this data and send it to a multiline field in the CRM. The code, posted below, below will capture

    • workflow for bounced email gets triggered, but email is status = opened

      Hello, I have a workflow that sends me an email if outgoing email are bounced. Now I got some kind of this emails, but the corrosponding contacts have status = open at the email. Why this bounce-workflow is triggered? Reports > Email Reports > Bounce

    • Next Page