Marketer's Space: 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.
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.
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
Access your files securely from anywhere
New to Zoho Recruit?
Zoho Developer Community
New to Zoho LandingPage?
Zoho LandingPage Resources
New to Zoho Survey?
New to Zoho CRM Plus?
Deliver unforgettable customer experiences
New to Zoho CRM Plus?
Deliver unforgettable customer experiences
New to Zoho Marketing Plus?
Everything you need to run your marketing
New to Zoho Marketing Plus?
Everything you need to run your marketing
New to Bigin?
Topic Participants
Pearlin Nitika S
Sticky Posts
Gmail is ramping up its email sender policy from November 2025
Hello marketers, As you may be aware, Gmail introduced a guideline for bulk senders starting February 2024. If not, here's a quick refresher straight from Google: After this policy was announced first in 2023 and soft-implemented in February 2024, weMarketer’s Space - WhatsApp Pricing Update: What Marketers Need to Know and Do
Hello Marketers, Welcome back to Marketer’s Space! WhatsApp made changes to their pricing model on July 1, 2025, moving from conversation-based pricing to a per-message pricing model. This week’s post focuses on what these changes mean for your WhatsAppWhatsApp Message Pricing Changes (Effective July 1, 2025)
Starting July 1, 2025, Meta will introduce a per-message pricing model on the WhatsApp Business Platform, replacing the current conversation-based billing. This update affects all WhatsApp messages sent through Zoho Marketing Automation. We’ve brokenMarketer's Space: Leveraging CRM Data for Dynamic Content and Personalized Campaigns
Hello Marketers! Welcome back to another post in Marketer’s Space! We’re excited to continue our series on the many advantages of integrating Zoho CRM with Zoho Marketing Automation (ZMA). This series is designed to help you unlock the full potentialMarketer’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
New to Zoho TeamInbox?
Zoho TeamInbox Resources
Zoho CRM Plus Resources
Zoho Books Resources
Zoho Subscriptions Resources
Zoho Projects Resources
Zoho Sprints Resources
Qntrl Resources
Zoho Creator Resources
Zoho CRM Resources
Design. Discuss. Deliver.
Zoho Show Resources
Get Started. Write Away!
Writer is a powerful online word processor, designed for collaborative work.
Zoho CRM コンテンツ
-
オンラインヘルプ
-
Webセミナー
-
機能活用動画
-
よくある質問
-
Ebook
-
-
Zoho Campaigns
- Zoho サービスのWebセミナー
その他のサービス コンテンツ
Nederlandse Hulpbronnen
ご検討中の方
Recent Topics
Need code format to specify default values
Can someone please direct me to the code syntax or the proper translation per the instructions circled below. These instructions don't seem correct.Add multiple users to a task
When I´m assigning a task it is almost always related to more than one person. Practical situation: When a client request some improvement the related department opens the task with the situation and people related to it as the client itself, the salesmanA Roundup of Zoho Sprints 2025
Issue with WhatsApp Template Approval and Marketing Message Limit in Zoho Bigin
We are facing issues while creating and using WhatsApp message templates through Zoho Bigin, and we request your clarification and support regarding the same. 1. Utility Template Approval Issue Until December, we were able to create WhatsApp templatesZoho desk desktop application
does zoho desk has a destop applicaion?Sorting Custom Date in API isn't working w pagination limit
How can we sort a custom field with DATE using pagination? Starting at page=1 then moving to page=2 with a limit of 10 each, its all messed up and even shows some of the same records as page 1? https://www.zohoapis.com/crm/v2/INVOICE_MODULE/search?criteria=(FM_Contact_ID:equals:1234)&sort_by=Invoice_Date&sort_order=desc&per_page=10&page='SAP Business One(B1) integration is now live in Zoho Flow
We’re excited to share that SAP Business One (B1) is now available in Zoho Flow! This means you can now build workflows that connect SAP B1 with other apps and automate routine processes without relying on custom code. Note: SAP Business One integrationHow can i resend a campaign to only one of the recipients on the original campaign
How can i resend a campaign to only one of the recipients on the original campaign ? Sincererly, MikeNotes badge as a quick action in the list view
Hello all, We are introducing the Notes badge in the list view of all modules as a quick action you can perform for each record, in addition to the existing Activity badge. With this enhancement, users will have quick visibility into the notes associatedEnhancement in Role and Profile mapping of agents in Sandbox
Hello everyone! We have brought in a modification in the way users are mapped to a particular role and profile in Sandbox. What has changed? When agents are copied from production to Sandbox: If a user's current role and profile is available in Sandbox,The reason I switched away from Zoho Notebook
My main reason for switching to Zoho was driven by three core principles: moving away from US-based products, keeping my data within India as much as possible, and supporting Indian companies. With that intent, I’ve been actively de-Googling my digitalDecimal places settings for exchange rates
Hello, We are facing issues while matching vendor payments with banking feeds. As we often import products/services exchange rate comes into play. Currently, ZOHO allows only six digits for decimal places. We feel that conversions like JPY to INR requireZoho removed ability to see all Scheduled Reports!
If you are not the owner of a scheduled report, Zoho recently removed the capability to see each scheduled report. As an admin who relies on seeing all scheduled reports being sent, this is a terrible update. Now I cannot see ANY scheduled reports...even the ones I am being sent!! This should be a setting for admins to control. This is a bad update.Please can the open tasks be shown in each customer account at the top.
Hi there This has happened before, where the open tasks are no longer visible at the top of the page for each customer in the CRM. They have gone missing previously and were reinstated when I asked so I think it's just after an update that this featureAutomate Backups
This is a feature request. Consider adding an auto backup feature. Where when you turn it on, it will auto backup on the 15-day schedule. For additional consideration, allow for the export of module data via API calls. Thank you for your consideration.GCLID and Zoho Bookings
Is there anyway to embed a Zoho Bookings signup on a landing page and pass the GCLID information? More specifically, can this be done using auto-tagging and not manual tagging the GCLID? I know Zappier has an integration to do this but is there a betterMerge Items
Is there a work around for merging items? We currently have three names for one item, all have had a transaction associated so there is no deleting (just deactivating, which doesn't really help. It still appears so people are continuing to use it). I also can't assign inventory tracking to items used in past transactions, which I don't understand, this is an important feature moving forward.. It would be nice to merge into one item and be able to track inventory. Let me know if this is possible.Create PO from an invoice
We are a hardware and software sales company which receives orders over the internet. We drop ship most of our products from a warehouse outside of our company. Our orders get sync'd into Zoho from our store via onesaas as invoices. It would be greatBlueprint or Validation Rules for Invoices in Zoho Books
Can I implement Blueprint or Validation Rules for Invoices in Zoho Books? Example, use case could be, Agent confirms from client that payment is done, but bank only syncs transactions tomorrow. in this case, Agent can update invoice status to done, andResetting auto-number on new year
Hi everyone! We have an auto-number with prefix "D{YYYY}-", it generates numbers like D2025-1, D2025-2, etc... How can we have it auto-reset at the beginning of the next year, so that it goes to D2026-1? Thanks!Delivery and handling of documents e-stamped using Zoho Sign
Hello everyone! Zoho Sign makes it easy to pay non judicial stamp duty online and automatically attach the digitally generated e-stamp challan to electronic documents. We also manage the delivery of physical e-stamped papers. We periodically receive theseThe Social Wall: December 2025
Hello everyone! As we wrap up the final edition of the Social Wall for 2025, it’s the perfect time to look at what went live during December. QR code generator From paying for coffee to scanning metro tickets, QR codes are everywhere and have made everydayCustom AI solutions with QuickML for Zoho CRM
Hello everyone, Earlier, we introduced Custom AI Solutions in CRM that let you access QuickML for your custom AI needs. Building on that foundation, we’ve now enabled a deeper integration: QuickML models can be seamlessly integrated into CRM, and surfaceHelper Functions and DRY principle
Hello everyone, I believe Deluge should be able to use 'Helper functions' inside the main function. I know I can create different standalones, but this is not helpful and confusing. I don't want 10000 different standalones, and I dont want to have toAdd specific field value to URL
Hi Everyone. I have the following code which is set to run from a subform when the user selects a value from a lookup field "Plant_Key" the URL opens a report but i want the report to be filtered on the matching field/value. so in the report there isIntroducing workflow automation for the Products module
Greetings, I hope all of you are doing well. We're happy to announce a few recent enhancements we've made to Bigin's Products module. The Products module in Bigin now supports Workflows, enabling you to automate routine actions. Along with this update,Power up your Kiosk Studio with Real-Time Data Capture, Client Scripts & More!
Hello Everyone, We’re thrilled to announce a powerful set of enhancements to Kiosk Studio in Zoho CRM. These new updates give you more flexibility, faster record handling, and real-time data capture, making your Kiosk flows smarter and more efficientZia Formula Expression Generator for Formula fields
Hello everyone! Formula fields are super useful when you want your CRM to calculate things for you but writing the expression is where most people slow down. You know what you want, but you’re not fully sure which function to use, how the syntax shouldWhere is the settings option in zoho writer?
hi, my zoho writer on windows has menu fonts too large. where do i find the settings to change this option? my screen resolution is correct and other apps/softwares in windows have no issues. regardsCRM project association via deluge
I have created a workflow in my Zoho CRM for closing a deal. Part of this workflow leverages a deluge script to create a project for our delivery team. Creating the project works great however, after or during the project creation, I would like to associateIssue with Zoho Creator Form Full-Screen View in CRM Related List Integration
Hi Team, We have created a custom application in Zoho Creator and integrated it into Zoho CRM as a related list under the Vendor module, which we have renamed as Consignors. Within the Creator application, there is a form named “Pickup Request.” InsideWrapping up 2025 on a high note: CRM Release Highlights of the year
Dear Customers, 2025 was an eventful year for us at Zoho CRM. We’ve had releases of all sizes and impact, and we are excited to look back, break it down, and rediscover them with you! Before we rewind—we’d like to take a minute and sincerely thank youDirectly Edit, Filter, and Sort Subforms on the Details Page
Hello everyone, As you know, subforms allow you to associate multiple line items with a single record, greatly enhancing your data organization. For example, a sales order subform neatly lists all products, their quantities, amounts, and other relevantCustomer Parent Account or Sub-Customer Account
Some of clients as they have 50 to 300 branches, they required separate account statement with outlet name and number; which means we have to open new account for each branch individually. However, the main issue is that, when they make a payment, theyDrop Down Value
Hi, May I know why Zoho Flow treat this drop down as number and not as string. If so, how can I fetch the right value for filtering. This field is from Creator, in Creator upon checking by default it is a string since it's not a lookup field.Projects custom colors replaced by default orange
Since yesterday, projects uploaded to Zoho, to which I had assigned a custom color, have lost the customization and reverted to the default color (orange). Has anyone else had the same problem? If so, how did you resolve it?How to manage task lists in Zoho Desk?
Hello, I use Zoho Desk for IT customer support. I have a list of standard operating procedures (SOPs), including SOPs for onboarding new users, offboarding users, losing a device, etc. These are lists of tasks to be performed depending on the situation.Creating a Chart from a Report
In Zoho Analytics, is it possible to create a chart from a Pivot View report? We are looking to use Zoho Analytics to replace Excel for Sales reports and would like to be able to show both the table and the chart together.Restrict Users access to login into CRM?
I’m wanting my employees to be able to utilize the Zoho CRM Lookup field within Zoho Forms. For them to use lookup field in Zoho Forms it is my understanding that they need to be licensed for Forms and the CRM. However, I don’t want them to be able tohow to change the page signers see after signing a document in zoho sign
Hello, How can I please change the page a signer sees after signing a document in Zoho Sign? I cannot seem to find it. As it is now, it shows a default landing page "return to Zoho Sign Home". Thanks!Next Page