Marketers Space: Smarter Marketing with CRM Integration

Marketers Space: Smarter Marketing with CRM Integration


Hello Marketers!
Welcome back to another deep dive into smart marketing strategies at Marketers' Space! Today, we’re kicking off an exciting series focused on how Zoho CRM and Zoho Marketing Automation (ZMA) when integrated can transform your marketing efforts. Whether you're coming from Zoho CRM and looking to leverage Marketing Automation or primarily using ZMA and wanting to send your data back to CRM, this integration provides a full-circle solution for your marketing and sales needs.
Let’s explore how you can make the most of this powerful connection—from syncing contacts and deal data to running targeted campaigns to ensuring smooth data flow between both platforms for maximum efficiency.
In this post, we’ll cover the following: syncing data from Zoho CRM into ZMA, using ZMA’s Planner for campaign planning and calculating ROI, segmenting and targeting your CRM data, and finally, pushing the most relevant data from ZMA back to Zoho CRM. Let’s get started!

From Zoho CRM to Zoho Marketing Automation:

Seamless Syncing

Zoho CRM holds all of your important lead, contact, account, and deal information, which acts as the backbone of your marketing efforts. Once you sync Zoho CRM with ZMA, this data isn’t just a static list of names—it becomes actionable, enabling you to craft personalized and impactful campaigns.
The first step in this integration is syncing all the relevant data from Zoho CRM into ZMA. This includes Contacts, Leads, Accounts, Deals, and even Custom Modules, ensuring that your marketing team has access to the most comprehensive and up-to-date information. This sync is automatic and continuous, so as new records come into your CRM, they’ll be available in ZMA in real-time for marketing purposes.

For marketers, this sync is invaluable because it enables you to tap into your CRM’s wealth of information for targeted campaigns. Whether you're pulling in contact details or deal stages, you’re working with data that is fresh and ready to be activated in your campaigns.

Setting Smart Goals with the Planner using CRM Data

Once your CRM data is in ZMA, the next step is using the Planner to set clear marketing goals and calculate the ROI based on that data. You can set Goals using the count of leads closed (won or lost) from Zoho CRM. For example, you might aim to close 50 leads within the next quarter.
ZMA will then track this data directly from CRM, helping you monitor progress toward your goal. If you notice that you’re falling short, you can make timely adjustments to your marketing approach, whether that means revisiting your targeting strategies or re-engaging through personalized campaigns.
The Reports provide valuable insights into the performance of your marketing efforts.
It includes Revenue and Deal Stats, showing metrics like Revenue Generated and Deals Closed Won, giving you a clear picture of how much business your campaigns are driving. You’ll also find Expense and ROI Stats, which allow you to track your campaign spend and measure the return on investment (ROI), even across different channels.
Under the Contacts tab, you can view the Contacts Closed with Won Deals, helping you understand how effectively your campaigns are converting leads into customers.

ZMA’s Planner also makes collaboration simple—you can add team members, set tasks, and ensure that everyone is aligned with the campaign’s objectives, creating a coordinated effort between marketing and sales.

Segmentation for Precise Campaigns:

With synced CRM data in ZMA, segmentation becomes not only possible but incredibly powerful. You’re no longer sending generic, blanket campaigns to your entire contact list. Instead, you’re slicing your audience into precise segments with powerful Deal and Account-based criteria.

For instance, you can create a segment of leads in the Negotiation/Review stage of a deal and send them attractive, persuasive campaigns designed to push them toward deal closure.
This could include exclusive offers, limited-time discounts, or additional value propositions that address any remaining concerns, helping to tip the scales in your favor. You have much more deal and account-based criteria such as Deal Name, Deal Amount, Account Type, and Account Owner that you can use to create segments.

Reaching Contacts through Multi-Channel Campaigns:

Thanks to the seamless sync between Zoho CRM and ZMA, you can leverage all the CRM data in your campaigns, whether it’s via email, SMS, or WhatsApp. You can personalize these campaigns by using CRM fields to tailor various elements. The Sender Details can be personalized with the CRM lead owner’s name and email, while the subject line can include specific CRM merge tags to make it more relevant to the recipient.

Inside the campaign, you can incorporate Dynamic Content using Predefined Tags such as Account Type, Account Name, and Account Owner, ensuring the message speaks directly to the contact’s unique context.

You can leverage Merge Tags under both Account Tags and CRM Merge Tags to customize the content further.

This level of personalization ensures that each contact feels like they are receiving tailored communication, rather than mass-marketing messages, and drives higher response rates.

Maximizing CRM Integration using Journeys:

With Zoho CRM integration, the possibilities within Journeys in ZMA expand significantly, giving you more flexibility to automate tasks and create highly personalized marketing workflows.
One of the key features is Criteria Match, which enables you to target contacts based on specific account or deal information synced from Zoho CRM.

When setting up the sync between Zoho CRM and ZMA, you have the option to sync CRM contacts to a list. Once this sync is complete, you can use Journeys to target that specific list containing the synced contacts. By using the Added to List trigger within Journeys, you can then set actions such as sending personalized campaigns.

You can Update Contact Fields that have been synced from CRM, ensuring that your data stays current and relevant before sending a campaign.

You can also create Journeys that automatically move contacts into or out of marketing topics, helping you stay compliant with their communication preferences.
Beyond this, Journeys in ZMA offer specific CRM Actions such as Push Data (sending updated contact details back to CRM), Create Task (automating follow-ups for sales reps), and even Create Deal (automatically generating a deal in CRM when a contact shows strong buying intent).

Pushing Relevant Data back to CRM:

Syncing data from CRM into ZMA is important, but pushing data back to CRM is just as crucial. You may have collected contact details through various forms like sign-up forms, popups, or landing pages using ZMA, but it’s essential to push only the relevant data back to CRM for your sales team. 
ZMA enables you to create automated journeys that filter leads and only push the ones meeting specific criteria back to CRM. This not only keeps your CRM clean but also ensures that your sales team isn’t overwhelmed with irrelevant data. Typically, a lead will be pushed to CRM when it becomes a sales-qualified lead (SQL). In ZMA, leads are nurtured as they move through different stages based on their engagement or lead scores. Once a lead has shown sufficient interest and is ready for sales, you can set up a journey in ZMA to automatically push a lead to CRM. This ensures that the right contacts are passed to your sales team at the right time.
Additionally, this selective sync means that you only pay for the contacts that truly matter. Since ZMA enables you to manage contact limits carefully, you can decide which data gets synced to CRM, optimizing both your budget and your sales strategy.

The integration between Zoho CRM and Zoho Marketing Automation is more than just a sync—it’s a complete, full-cycle solution for marketing and sales teams. By syncing contact and deal data, setting smart goals with the Planner, using targeted segments and journeys, and pushing valuable data back to Zoho CRM, you’ll have all the tools you need to optimize your marketing and sales performance.

Stay tuned for more posts in this series as we continue exploring the powerful features of this integration and how they can elevate your marketing efforts!

Regards,
Pearlin Nitika
User Education | Zoho Marketing Automation

    • Recent Topics

    • 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&amp;Service_Date__gte=<%=startDate%>&amp;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.

    • Global Choice List share ownership

      I have created several forms that use one or more Global Choice Lists. These lists have been published to Org. I would like to allow one or more admins to edit the choices in these lists. Any help appreciated. Geoff

    • Domain Transfer

      I have a Godaddy domain, how i can transfer it to Zoha? and how i can move my website to Zoho server? With my best wishes.

    • Project Templates & Reminders

      I am getting projects all set up to work for our company and am running into a problem that I'm hoping is easily fixable. I have created a project template and within that project, there are reminders set on certain tasks. When I create a project from

    • Kaizen #126 - Circuits in Zoho CRM - Part 1

      Hello everyone! Welcome back to another week of Kaizen! Today, we will discuss an exciting topic—Circuits in Zoho CRM. For starters, we will discuss what Circuits are, how beneficial they are for businesses, different views of a Circuit, and the different

    • Create customized SLAs for your customer base with support plans

      Managing customer expectations, prioritizing critical issues, and resolving customer inquiries on time is quite a juggle. Without a clear timelines or defined priorities, a support team may struggle with delays in response, SLA violations, and pending

    • Zoho Flow or Schedules

      I have a process where we text our leads 7 times over a 14 day with different content for each text. I created one flow in Zoho Flow to do this, but wondering if there is a more efficient way to accomplish this via Schedules. It goes on for 6 more times

    • Free webinar: Zoho Sign 2024 wrap-up - Everything that is new and has changed

      Hello, Are you looking up to catch up on all the updates made to Zoho Sign in 2024? Or are you still figuring out how you can use Zoho Sign better to get business paperwork done more efficiently? If so, we invite you to join us this Thursday, December

    • How to Customize Task Creation to Send a Custom Alert Using JavaScript in Zoho CRM?

      Hello Zoho CRM Community, I’m looking to customize Zoho CRM to send a custom alert whenever a task is created. I understand that Zoho CRM supports client scripts using JavaScript, and I would like to leverage this feature to implement the alert functionality.

    • Workflow - Execute Based on Date

      Hello, I have trouble understanding the documentation for Execute Based on Date or Date Time Field's Value. I want to send an email every time I have a Case opened for more than three days with its status unchanged. I set : This rule will be executed 3 days after [date].  Condition : Status is [New]. Instant Action : Send an email notification. However, I'm not sure I follow this part of the documentation: "For all the records matching the rule criteria, rule will be triggered either monthly or yearly

    • Can we set a BCC address as default to show while sending emails?

      Two things inside ZohoCRM are annoying me because it's a repeated work. First one is that I always need to click manually to add the BCC field while sending an email to a lead. Can we set a default address so when I click to send a new email the BCC address

    • Make collecting payments from your customers in Bigin easier with payment links

      Greetings, Efficient payment collection is crucial for business success. Bigin already helps your businesses manage and sell products effectively, but we can further enhance this by making payment collection easier. This integrated payment feature lets

    • Send email is not authenticated

      Hi, I’m getting an error in Gmail, when receiving an email from my account in zoho, my email is already authenticated in my domain, and I don't know why I keep receiving this message... also testing in outlook, the message goes directly to "junk".

    • Inbox Preference - Saved replies based on message repsonse with specific word

      Hi There, Can one create a workflow where the Save Reply will be generic for all messages that contains a specific word, various channels,. The saved reply should contain a link for download etc. that is a response to the word entered in the message contained

    • Basic Price List Functionality Still Missing

      I am having a problem with the most simple imaginable pricing scenario - you buy cheap, add profit, then sell high. Or in less simplistic terms: business buys a product at a given cost, then adds predetermined percentage markup, and finally sells that

    • Next Page