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
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
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 segmentationMarketer's 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 marketingMarketer's Space: Re-engage your Audience with WhatsApp Journeys
Hello Marketers, Welcome back to another post in Marketers' Space! We’re continuing our WhatsApp Journeys series, diving into strategies that ensure your marketing efforts don’t go unnoticed. So, you drafted an email with personalization, a compellingMarketer's Space - Mastering Utility Templates in WhatsApp Journeys
Hello marketers! Welcome back to Marketer's Space! We’re continuing our WhatsApp Journeys series, diving deeper into how to make your marketing efforts more efficient and personalized. This week, we’ll be looking at utility templates and how to make useMarketer’s Space: Creating Personalized Experiences with WhatsApp Journeys
Hello, marketers! Welcome to another post in Marketer's Space. In our previous post, we explored the basics of WhatsApp marketing and why it’s a must-have tool for marketers like you. This week, we’re diving deeper into how to maximize your WhatsApp campaign
New to Zoho TeamInbox?
Zoho TeamInbox Resources
Zoho DataPrep Resources
Zoho CRM Plus Resources
Zoho Books Resources
Zoho Subscriptions Resources
Zoho Projects Resources
Zoho Sprints Resources
Qntrl Resources
Zoho Creator Resources
Zoho Campaigns 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
Is there any way to prevent emails from being sent from zoho crm without pressing email opt out?
When I left my desk yesterday I excitedly thought I had fixed my problem, by making use of the "Inactive" field ... However after contacting the support chat, they have advised to stop emails being sent I need to update the "Email Opt Out" field - whichNew Search Function
Hey Team, The search function updated in our CRM about a week ago, so I assume it was an automated update across Zoho. It no longer displays leads/deals etc in Chronological order so that the most recently created or updated is the first to display whichNew permissions for accessing emails sent via Zoho CRM
Last modified on Nov 4, 2024: Permissions for accessing emails sent via Zoho CRM have now been extended to the IN DC. With this rollout, the feature is now available to all users across all DCs. Resources: Data sharing for emails, Configuring email composeis it possible to add more than one Whatsapp Phone Number to be integrated to Zoho CRM?
so I have successfully added one Whatsapp number like this from this User Interface it seems I can't add a new Whatsapp Number. I need to add a new Whatsapp Number so I can control the lead assignment if a chat sent to Whatsapp Phone Number 1 then assignRequest for Alerts on Workflow and Function Changes.
I want to get an alert whenever a new workflow or function is added or an existing workflow or function is edited. Is there any way to do that? I need to log all changes whenever updates are made or new ones are added.Transfer Amount from One Vendor to Another Vendor
One of the vendors, who has a balance with us, has closed the business and has started a new business; Now he wants me to transfer the outstanding from the old account to the new Vendor Account. I am trying to do this using Payment Settlement a/c, ButHow to make Branch compulsory in Zoho Books invoice?
How I make Branches compulsory in Zoho Books invoice?Regarding GST Report Issue in Zoho Books
Hi, Right now, the very important point from my end is this Zoho Books issue. Here, you can see that we have created the invoice with the items of account sales and expenses. The journal is also correct. The profit and Loss statement is also correct.Default Ship To Address on Purchase Orders cannot be different than Organization Address
Our organization address is not where we want shipments delivered, it is just a mailing address. We would like to change the Ship To address on our PO's so that by default it is our warehouse (not the mailing address). I understand that when creatingFunction #57: Automatically group items in invoices based on categories
Hello everyone, and welcome back to our series! As a business expands and new product lines are launched, it becomes important to organize the items for better inventory management. The Category field in Zoho Books helps here by allowing you to add andDifferences between Zoho Books and Zoho Billing
Without a long drawn out process to compare these. If you were looking at these Books and Billing, what made you opt for one and not the other. Thanksunable to import transactions into zoho books
I download a csv with separate columns for deposit and withdraw. The sample has zero's in the blank spaces so I ensure mine does too. When I try to import it says the fields must have values greater than zero.Zoho Forms Unable to Save Account Numbers with a Leading Zero
We are using Zoho Forms to for rental applications. It is working well, except for one thing: when a user enters their bank account information, and that account number actually starts with a ZERO (like 00123456) the Zoho form will return the value withoutHow to include GST% in PO amount?
Currently when I raise PO, the basic price of the item is used. However, the GST is not calculated and added along with the basic amount. I have added a Custom field for GST in the PO but I need Zoho Inventory to calculate the GST amount and add it with the Basic price to give me the final PO price.sitemap in zoho sites not updating
I checked my sitemap and it has not added any updates. Do I have to generate one manually all the time or is zoho sites suppose to generate and update it?I trying to connect our PM tool but API shows failure
Hi All, in ZOHO CRM when an enquiry stage is moved to WON then I have created a rule to trigger POST URL to thrid party AP and then create a function for mapping with below code void automation.kytesfunctions(String enquiryId) { // Fetch enquiry detailsSample Ticket - Created from Bot Preview
Why is Zoho desk adding bot created tickets?Webhook data is not being received
We’ve set up the webhook with a public URL that returns a 200 status on Postman. However, when we ran a test, we didn’t receive anything in the req.body object or see any data from the POST request. As a team of freshers still learning the ropes of development,Number of Workflow runs
Is there a way in Zoho desk to see statistics regarding workflows, rules and other automation objects? Would be nice for several reasons: You could ensure that your workflows are actually running. You could determine which ones weren't being used so youMail is no longer populating CRM contacts
Hi! For the last few days, my mail hasn't been populating my CRM contacts. Even people I email multiple times per day. In fact, it keeps trying to send mail to myself. Notice, I started typing Amy and only got as far as, "Am" and it suggested myself.Zoho Support is indeed shocking and difficult to get a response with
All our business emails have an auto-foward set up on them so that they also go to our GMAIL accounts so that we receive them to the relevenat people. The emails are indeed auto forwarding and arriving to our GMAIL accounts but when you log into yourHow to get a list of selected records into a button-function? Here is how!
So, you might know already how to get a button on a page somewhere and perform actions with a function when pressed, but how about a button that only works with the records you selected in the list view? The button selected is a custom button in the modulesHow to Add Break line / Return on button click
I need to return the text concate with difference field from lead with line break i try "\r" ,"\n" "<br>" return "ali \r\n <br> baba"; None of above work. i expected result something like this ali baba but got this ali \r\n <br> baba so, how can iHow to get batch number of item by api?
Hi there, Is there any way to get batch number of item by api? Batch number is the batch reference number in https://www.zoho.com/inventory/help/advanced-inventory-tracking/batch-tracking.html . When I call the https://www.zoho.com/books/api/v3/#Items_Get_an_itemAnnouncing new features in Trident for Windows (v.1.18.6.0)
Hello Community, Trident for Windows is here with some new features to elevate your workplace communication. Let's take a quick look at what's new. Ask and send read receipts for emails You can now request read receipts for specific emails while composing,Dialing Microsoft Teams Phone Service via Zoho CRM
I am using the VOIP option in Microsoft teams for my office phone system. I was hoping to have a way to dial numbers directly from Zoho CRM, but don't see anything in the Teams Integration or in the Telephony integration that will enable this. Does anyoneIncrease subscription prices for existing subscriptions
Hi, Does anyone know how we could achieve the ability to increase the subscription fee for our existing customers based on a % increase. We are not yet using Zoho Billing (Subscriptions) and I'm not sure if it is a good fit for us. But we would need toWhy developing custom function development made so difficult for Zoho Projects!!
Hi Zoho Team, I am trying to write function to automate a process but whatever API name or Column Name I use, the API isn't populating certain fields. Even the standard fields aren't getting populated through API. It's already exhausting to find all APIData not visible in sheet cells
I'm having an issue where my data is not visible in my sheet cells. If I click on an individual cell, the data does display above in the little "fx" box. But all the boxes in the sheet just look blank. My collaborators do not have this issue. I have checkedFunction #20: Custom calculation in item table of invoices
When you create an invoice in Zoho Books, the 'Amount' of a line item is typically calculated as the product of the "Quantity" and the "Rate" of the item. For instance, if an item has a sales rate of $50 and a quantity of 5 is sold, then the amount wouldPO receive limitations
It is VERY common to receive more or less that the PO quantity. It's totally ludicrous to limit the maximum receive to the PO quantity! What if the receive is 0.00001 less than the PO quantity - it leaves the PO as "Partially received" The current options are to edit the PO manually before finalizing the receive, an outrageous situation ! Please Zoho guys - this is an infuriating oversight & can be easily resolved by introducing the option as shown in the attached document ......Why don't we have better integration with Mercado Pago or Pagseguro?
Currently, the integration between Zoho Commerce and Mercado Pago for Brazil is very poor... Since it is old, it does not include the main payment method in Brazil today, which is PIX. Is there a date for this to finally be launched? There are numerousWhy is there no integration with native Brazilian shipping methods?
Zoho Commerce is a powerful platform for e-commerce, but its lack of integration with native Brazilian shipping solutions is a significant limitation for users in Brazil. Integrating with popular shipping providers like Correios, Frenet, and Kangu wouldAlert for Back Navigation in Zoho Creator Widgets on Mobile Apps
In Zoho Creator widgets, when a user navigates back on mobile devices, the data within the widget is reset. This leads to a loss of any unsaved changes or inputs, causing frustration for users. To enhance user experience, we need to implement a confirmationMapping Zoho Projects into Cliq Channels
why arent all the Zoho Projects listed from the drop down menu when trying to Map them into Zoho Cliq Channels. The system doesnt allow me to type the name of the project but gives a drop down of a list of projects however it doesnt give me a list ofInput GST Reversal for damaged goods
In our line of business, some items are damaged and we are doing inventory adjustments to remove them from stock. However, as per GST guidelines, there is a specific rule that we have to reverse Input GST availed for such items and needs to be reportedDevelop and publish a Zoho Recruit extension on the marketplace
Hi, I'd like to develop a new extension for Zoho Recruit. I've started to use Zoho Developers creating a Zoho CRM extension. But when I try to create a new extension here https://sigma.zoho.com/workspace/testtesttestest/apps/new I d'ont see the option of Zoho Recruit (only CRM, Desk, Projects...). I do see extensions for Zoho Recruit in the marketplace. How would I go about to create one if the option is not available in sigma ? Cheers, Rémi.Canadian Anti Spam Law
In order to be able to comply with the new Canadian Anti Spam Law, I need to send out a Confirm Subscription email to all of our existing contacts. If I use the Subscribe tag, the user gets the following message: Registration Failed. Sorry! This contact is already present in the selected list. You can check this with your update profile link. If I include an 'Update Profile' link, it then sends an email which does not arrive immediately. Can you provide a tag or URL I can put in a Campaign EmailHow to bulk update lookup fields
"I have a primary key named Product SKU in one form called Master SKU (which contains details like price, color, size, etc.). I also have another form called FBA, which has the same primary key, Product SKU, and contains stock quantity information forChange work hours per day for employees
Hello, Is there a way to modify the work hours per day for employees in Zoho projects? This would be helpful for resource allocation to more accurately see when an employee who works 35 hours a week vs 40 hours has a full schedule. Thanks.Next Page