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
Multiple Salesperson against an invoice
Hello, Against a particular invoice, we have multiple sales people working. The reason we combine the invoice is becuase we are an exporter and often consolidate cargo for our customer to save them freight costs. How do I capture the contribution of each
Allow a brand to connect multiple facebook pages at the same time
Our company have multiple facebook pages to represent, every branch, right now we can only link one facebook page, so we can only recive messages from one branch. It would be nice to be able to connect all pages.
5名限定 課題解決型ワークショップイベント Zoho ワークアウト開催のお知らせ (12/19)
ユーザーの皆さま、こんにちは。Zoho ユーザーコミュニティチームの藤澤です。 12月開催のZoho ワークアウトについてお知らせします。 ※定員に達したため、受付を終了しました。 ━━━━━━━━━━━━━━━━━━━━━━━━ Zoho ワークアウトとは? Zoho ユーザー同士で交流しながら、サービスに関する疑問や不明点の解消を目的とした「Zoho ワークアウト」を開催します。 Zoho サービスで完了させたい設定やカスタマイズ、環境の整備など……各自で決めた目標達成に向け、 他の参加者と同じ空間で作業を行うイベントです。先輩ユーザーや他の参加者と意見交換をしながら集中して作業に取り組むことが可能です。
Whatsapp reply not reflected under Tickets for offline agent
Hi, We are encountering a situation where WA response from customer is not reflected under tickets (if the agent handling the case previously is not active due to off day/ MC). The ticket will remain in the offline agent's queue until agent is back to
Missing Folders on iPhone Zoho Mail
Under mailboxes on my iPhone, I don't have an inbox, sent folder, deleted photo, etc. See pics.
Select CRM Custom Module in Zoho Creator
I have a custom module added in Zoho CRM that I would like to link in Zoho creator. When I add the Zoho CRM field it does not show the new module. Is this possible? Do i need to change something in CRM to make it accesible in Creator?
Send Whatsapp with API including custom placeholders
Is is possible to initiate a session on whatsapp IM channel with a template that includes params (placeholders) that are passed on the API call? This is very usefull to send a Utility message for a transactional notification including an order number
Increase Round Robin Scheduler Frequency in Zoho Desk
Dear Zoho Desk Team, We hope this message finds you well. We would like to request an enhancement to the Round Robin Scheduler in Zoho Desk to better address ticket assignment efficiency. Current Behavior At present, the Round Robin Scheduler operates
Separate One-Time Mentions from Ongoing Ticket Following in Zoho Desk
Dear Zoho Desk Support Team, We are writing to request an enhancement to the mention functionality within Zoho Desk. Currently, when an agent is mentioned in a ticket, they receive notifications for all subsequent activity on that ticket, similar to being
Mass update Accounts in Zoho Desk
We used the integration feature to bring in all of our accounts from Zoho CRM. While all of the names and links are in place, on the Zoho Desk side the email, phone, website, and address fields are blank. By going into each account I can select "Update
Vivaldi will not open the Zoho Mail app when I click a email link in the browser
I'm running Vivaldi on Arch with the Plasma desktop and have under default applications Zoho Mail set as my default email client. Whenever I click a email link in Vivaldi I get the below when it should be launching Zoho. Any ideas on rectifying this issue?
Digital publisher
Kinetic Digital Publisher provides comprehensive digital publishing services, including eBook creation, formatting, cover design, and marketing. We help authors publish and promote their work across online platforms with ease.
Time Zone Correction with Daylight Savings Time
Hey, I'm writing a series of reports where the source data is synced from an external source which stores the date/time information in GMT, but I want the reports to be in local time. Now, I understand there is the CONVERT_TZ function which allows me
Load form in iframe without header
I am trying to load a form into an iframe without the header, but I am not having any luck. I am using openUrl() to load the iframe with the form URL and zc_Header set to false, e.g. #Form:Add_Case?zc_Header=false but it is still loading the header. Any
Filter embedded report
How to filter embedded report in a page, below code is not working. dateField => startDate & dateField=< endDate The report should print on page containing records from startDate to endDate. params='zc_Header=true&Service_Date__gte=<%=startDate%>&Service_Date__lte=<%=endDate%>'
Creator Simplified #5: Set file upload restrictions in Zoho Creator
Hey Creators, Welcome to the next post in the Creator Simplified series. Today, we’ll explore how to implement file upload restrictions to limit user submissions to specific file types. By implementing an allowed list for file uploads, you can optimize
Field Type: Address, Change District/State to Dropdown with picklist??
Using the Address Field type, is there a way to make the District/State field be a dropdown with a picklist so the users can select rather than type the state name every time? I know this can be done if I use a drowdown field for the State (or entire address information), but that isn't as tidy as using the address field type. I apologize if this is a duplicate. I posted this question the other day, or so I though. Can't find that post.
cutomized fields are not showing up in zoho creator from zoho crm
We have customized fields in zoho crm under accounts module like "Last production upgrade" --> This field is a date. When created a solution in zoho creator i couldn't find any of the customized fields. Would you please help me on this matter? Thanks
How to Add Bulk Data in Zoho Creator Forms Using Deluge Without Exceeding Execution Time Limit
I have a database form with a column named 'Product Name' containing 8000 values in a Zoho Creator form. In another form named 'Returns Data,' I have a column with the same name, 'Product Name.' How do I add these 8000 values to the 'Returns Data' form
Open New Free Zoho Account
Hi Team, Do you guys offer a free email hosting? I do have a domain already. If yes, what is the process to open the new account? Thanks,
554 5.7.1 : Recipient address rejected: user info@intimspace.de does not exist
554 5.7.1 : Адрес получателя отклонен: пользователь info@intimspace.de не существует I can't send an email to Google at info@intimspace.de. An error comes. I entered everything correctly in DNS https://zohomail.tools/#domainDetails/intimspace.de/ALL
Emails going back unread
Hi all, When in Zoho mail - when I recieve a new mail it puts back all emails read that day back to unread - I then have to go back through and open all emails I have already read! Gets very annoying... Any idea on the bug fix?
Been getting this error, every now and then "Get count limit exceeded, please try again after 3 mins"
it is really annoying.
Constraints on Tasks
We have a use case where we have certain fixed date tasks and need to schedule predecessor tasks around these. Predecessor tasks need to be completed with a lag before the fixed date. We should be able to schedule the start and end date for predecessor
Moving Project Dependencies Not Moving Precedessors
Most of the time we want to base our start dates around an event that is in the middle of the project template. If I set a bar up at the date we want it, it doesn't move the predecessors up. Is there a way to change this? eg. there is no point starting
Can you set task due dates to be "x" days before the milestone?
We have a milestone set as the date of our first event. All of the tasks need to happen in increments prior to the milestone event. Is there a way to configure this without having to set up each task due date? Thanks!
Default ticket template in helpcenter
Hello, I have a web form and a ticket template created. How can I make that my default ticket template? If an user clicks New ticket or create a ticket, I want that template to be the default one. Thank you for the time and info.
Expanded data-capturing capabilities with enhanced tabular sections
We are thrilled to announce an update to Zoho Recruit that brings even more flexibility and customization to your recruiting process. With the addition of 10 new field types to the tabular sections, you now have the power to enhance your tabular sections
Integration of Business Hours in Email Templates
Dear Zoho Desk Team, We would like to propose a feature enhancement to Zoho Desk that would greatly improve the utility of the Business Hours settings and streamline communication with our clients. Feature Request: Integration of Business Hours in Email
Add Owner to deluge-created module record note
Is it possible to include the "owner" aka "creator", of a Note when creating it via delulge? This sets "superadmin" as the Note creator. I need to override it. notemap = Map(); notemap.put("Parent_Id",program_contact_id); notemap.put("Note_Content",program_contact_data.get('Note'));
Blueprint - Field Validation Criteria (During)
When setting validation criteria elsewhere in Zoho, or even workflow criteria etc., there are Is Empty and Isn't Empty options. Within the Field Validation Criteria within Blueprint, those options aren't available. Is there a particular reason for this?
Delete Field that is used in a Zoho Flow connection
I'm trying to delete a Field used in a Webhook created by Zoho Flow with CRM Connection and i get the following alert: When going to the alert i get to the following issue, can't edit it since its been deployed by a pluggin But yes i have here the prompted
Use image on img HTML tag
Hi how could I do to use my image saved in Workdrive to use it in an HTML img tag ? I need to display it on my website without having to use iframes. Regards,
ZOHO Compain emails going to spam after authentication is successful
Hello, I am frustrated right now. I have recently setup the zoho email compaign, The auto responder email went to receipient spam folder. then, I researched a lot and completed authentication (SPF, DKIM) in email deliverability, email relay in zoho crm.
Security Policies
To protect against cyber threats and attacks, organizations need to set up security policies for their employees' accounts. Security policies are rules and regulations for every individual or group using the organization's assets and resources. Enabling
Zoho CRM functions editor is not in the programming language deluge
I am trying to write a function for a button. I helped someone before in deluge and I'm using this new editor I'm not familiar with - I guess it is new. Why is the default code statically typed? The editor will not let me create a variable without a type.
"Age in Days" calculation in Advanced Analytics
Hi Can someone advise how this is calculated? I am getting values on this report which I cannot understand. Thank you
Automatically set quotes to "lost" if deal is set to lost
Hi, Is there a way to automate that if a deal (opportunity) is lost the related quotes are also set to lost? Thanks!
Subdomain
How can i make subdomain in my zoho website
A/R Aging Details shows wrong aging days
In the A/R Summary Report all of the invoices are in the right aging buckets. When I run the A/R Aging Details report I get aged dates of +300 days when they should be in the 0-90 day range.
Next Page