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

    Access your files securely from anywhere

          Zoho Developer Community

              Bootcamp
              Community
              Pricing
              Webinars
              What's New
              Integrations
              Contact Support
              Contact Sales

                Zoho Survey Resources
                  Features
                  Survey Templates
                  Integrations
                  Community
                  iOS Mobile Surveys
                  Pricing
                  Android Mobile Surveys
                  Insurvey Blogs
                  Insight Blogs
                  Tips & Tricks





                                Latest Feature Updates


                                    Zoho Desk Resources

                                    • Desk Community Learning Series


                                    • Digest


                                    • Functions


                                    • Meetups


                                    • Kbase


                                    • Resources


                                    • Glossary


                                    • Desk Marketplace


                                    • MVP Corner


                                    • Word of the Day




                                        Zoho Marketing Automation
                                          Zoho SalesIQ Resources


                                                Manage your brands on social media
                                                Access Zoho Social

                                                  Zoho Pagesense Resources


                                                      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

                                                                            • CRM Community Learning Series

                                                                              CRM Community Learning Series


                                                                            • Kaizen

                                                                              Kaizen

                                                                            • Functions

                                                                              Functions

                                                                            • Meetups

                                                                              Meetups

                                                                            • Kbase

                                                                              Kbase

                                                                            • Resources

                                                                              Resources

                                                                            • Digest

                                                                              Digest

                                                                            • CRM Marketplace

                                                                              CRM Marketplace

                                                                            • MVP Corner

                                                                              MVP Corner





                                                                                Design. Discuss. Deliver.

                                                                                Create visually engaging stories with Zoho Show.

                                                                                Get Started Now


                                                                                  Zoho Show Resources


                                                                                    Zoho Writer Writer

                                                                                    Get Started. Write Away!

                                                                                    Writer is a powerful online word processor, designed for collaborative work.

                                                                                      Zoho CRM コンテンツ






                                                                                        Nederlandse Hulpbronnen


                                                                                            ご検討中の方





                                                                                                  • Recent Topics

                                                                                                  • Subform edits don't appear in parent record timeline?

                                                                                                    Is it possible to have subform edits (like add row/delete row) appear in the Timeline for parent records? A user can edit a record, only edit the subform, and it doesn't appear in the timeline. Is there a workaround or way that we can show when a user

                                                                                                  • Zoho Learn vs. Trainer Central

                                                                                                    Hi, I'm currently using Zoho One with a WordPress-based website and WooCommerce to manage my online courses. I would like to know what is the difference between Zoho Learn and Trainer Central and if it's possible for these two platforms to replace WP

                                                                                                  • How to Display a Logo Image on a Public Form?

                                                                                                    I would like to display a logo image in the header of a form. To achieve this, I added an Add Notes field to the form. The code below works perfectly for Zoho users accessing the form. However, when the form is made public, the image does not load properly:

                                                                                                  • Creating a Zoho Online Meeting in a Blueprint

                                                                                                    We are looking for an easy solution to schedule online meetings in a blueprint and ran into the same problem discussed in this topic: https://help.zoho.com/portal/en/community/topic/custom-function-to-set-meeting-to-online-meeting (After connecting Zoho

                                                                                                  • Enabling 'From Number' and 'To Number' fields in the Calls module

                                                                                                    Hello everyone, We've added "To Number" and "From Number" fields in the Calls module as part of our latest update to provide users with the option to enable or disable them through the Calls Preferences tab. When enabled, these fields will be displayed

                                                                                                  • Workaround for Zoho Inventory changing previous Fiscal Year Trial Balance in QBO

                                                                                                    We've run into an issue where Zoho Inventory syncs to QBO and makes adjustments to journal entries from previous fiscal years. Fiscal Year End reporting has been long completed, but the Trial Balance keeps changing. Zoho does not have a fix for this,

                                                                                                  • Route Optimizer

                                                                                                    Does Zoho Inventory offer route optimization for our in-house deliveries? It will save us time to manually route our daily orders. Thank you

                                                                                                  • Can documents attached to different ZohoForms automatically go to different OneDrive folders?

                                                                                                    Hi there, I set a workflow to track and store applications coming in from our website. I created two different Zoho forms, one for unsolicited applications, one for applications to job postings. After any of the forms has been filled in, a new record

                                                                                                  • TeamInbox down?

                                                                                                    Hi everyone, we are getting message "Sorry, this action cannot be performed due to an internal error. Please try again later. We are on the Canadian data centers. Can someone please confirm if the service is down? Thank you! F

                                                                                                  • Purchase Requisition in Zoho Books

                                                                                                    I want to understand if Zoho Books is having the following workflow: PR ( Purchase Requisition ) >> PO ( Purchase order) >>  GRN/SRN ( Goods/Services receipt note) >> Bill

                                                                                                  • Confirmation prompt before a custom button action is triggered

                                                                                                    Have you ever created a custom button and just hoped that you/your users are prompted first to confirm the action? Well, Zoho knows this concept. For example, in blueprint, whenever we want to advance to the next state by clicking the transition, it is

                                                                                                  • Marketer's Space: Streamline marketing and sales by integrating ZMA's Planner with Zoho CRM

                                                                                                    In a competitive market, clear goal-setting and seamless campaign execution are crucial for marketing and sales alignment. When integrated with Zoho CRM, Zoho Marketing Automation's Planner enables marketers to create, manage, and measure campaigns effectively

                                                                                                  • Custom emails for Portals not working

                                                                                                    I changed the standard templates to custom email templates for all three options, but the invitation is still sending the original email layouts. Anyone know why this would be happening? I changed them 2 days ago.

                                                                                                  • Switching scheduled webinars from Live to On-demand

                                                                                                    Now that On-Demand webinars has been added as an option for webinar presenting, is there a way I can edit already scheduled webinars from Live to on-Demand? These scheduled webinars already have people registered. Thanks

                                                                                                  • Zoho CRM v2.1 deprecation or sunset plans ?

                                                                                                    Hi Team Wanted to know if there is any plan to deprecate v2.1 CRM apis https://www.zoho.com/crm/developer/docs/api/v2.1/ and if yes by when

                                                                                                  • Forex Bank Refund Entry

                                                                                                    Hello, please advise how to enter refunds from our bank forex department. The refund was because we were on preferential rates but at the time of USD purchase were not given the preferential rate, therefore the bank calculated the excess that we paid

                                                                                                  • Auto-Populating Custom Field

                                                                                                    This is to request a feature enhancement for our invoicing system. We're currently creating invoices with a single item per invoice and have a custom field called "Related Vehicle." We would like the "Related Vehicle" field to be automatically populated

                                                                                                  • How can i Customize Delivery Note?

                                                                                                    I need to customize delivery note like change the tittle for language purposes and also include only the balance due

                                                                                                  • Delivery note template

                                                                                                    We have some reasonable templates for sales docs but the delivery note one is very limited. It would be nice if we could have the same options as the sales form templates or even create our own by cloning an existing sales template, modifying (ie: removing

                                                                                                  • INTERCOMPANIES INVOICING

                                                                                                    Dears , I paid expenses on behalf of our sister company from my cash account , then month End i issued an invoice to the sister company , my question is how to put the expenses GL in the invoices

                                                                                                  • Zoho CRM Theme Color?

                                                                                                    I've read multiple articles stating it's possible to change Zoho CRM theme colour (top menu bar) from personal settings menu, however, my zoho has no options for this at all and I've looked everywhere........has this feature been removed? I'm currently

                                                                                                  • How can i force the user to select a project when creating an invoice ?

                                                                                                    Hello I tried all the ways that i know , but no way is able to stop creating an invoice without project.

                                                                                                  • Sales

                                                                                                    1/ How can I make a discount on invoice exmple : invoice 5,100 le , custmar pay 5000 and I need to make this 100 le as a discount , how can i make it ?! 2/ Is thare any report can make me match my company’s balance with the customer’s balance?

                                                                                                  • Include Project Hours when Creating Estimates from Projects

                                                                                                    Hi Currently, in Books, you can create estimates from Projects by inserting tasks that pull both the task and the hourly charge rate. But it doesn't pull the budgeted hours for the task, so you manually have to remember the number of hours for a given

                                                                                                  • acc

                                                                                                    Regularly sending statements to customers is an imperative part of many business processes as it helps foster strong customer relationships and provides timely guidance on pay//

                                                                                                  • South African Payment Gateways

                                                                                                    Since the "Demise" of Wave many South African users have moved over to Zoho and yet for years users have been requesting Integration with a South African Payment Gateway to no avail. Payfast was the most commonly requested gateway as it supports recurring

                                                                                                  • CRM Implementation

                                                                                                    I need to implement Zoho CRM. Is there a useful user manual available to guide me through the implementation?

                                                                                                  • Zoho Social integration with Zoho Flow

                                                                                                    Is there any plans for Zoho Social integration with Zoho Flow?

                                                                                                  • Marketing 2.0 has been a catastrophe

                                                                                                    Anyone else having significant issues with their link between their CRM and Marketing automation since moving to version 2.0? We had an easy flow for triggering leads in the CRM to journeys in Marketing Automation but now nothing seems to work properly.

                                                                                                  • Cannot average "Duration (Time)" from Pick List History Tracking in Reports

                                                                                                    Okay, let's say I have a custom module. In this custom module I have a pick-list named "Status" with "New", "In-Progress", "Completed" values. I also have turned ON pick-list history tracking and chose "Time" to track the duration in (instead of "Calendar

                                                                                                  • Customer Statement Template

                                                                                                    Hi. how can i add order number "customer LPO number" in the customer statement. regards

                                                                                                  • Authorize.Net Update: Disable Transaction IP Velocity Filter to Avoid Payment Failures

                                                                                                    Update: The Authorize.Net integration was updated on November 20, 2024. To prevent recurring transaction failures, we recommend disabling the Transaction IP Velocity Filter at the earliest. We’re updating the Authorize.Net integration in Zoho Books on

                                                                                                  • Need to send a single email to up to 20 recipients

                                                                                                    I want to send a single email to ~16 or 20 recipients. It appears that I cannot do this in Zoho email as it gets flagged as unusual activity. I need to be able to communicate with this group on a regular basis. What am I missing that Zoho doesn't allow

                                                                                                  • Unable to Schedule One-to-One Emails in Zoho CRM

                                                                                                    Hi everyone, I’m using the Zoho CRM Professional Edition and facing an issue with scheduling one-to-one emails directly from CRM. While I can send immediate emails without any problem, I don’t see an option to schedule these emails for a later time. I’ve

                                                                                                  • Canvas Detail View Related List Sorting

                                                                                                    Hello, I am having an issue finding a way to sort a related list within a canvas detail view. I have sorted the related list on the page layout associated with the canvas view, but that does not transfer to the canvas view. What am I missing?

                                                                                                  • Repeatable Fields/Sections in Zoho CRM

                                                                                                    Hi Zoho Team, We have a module in CRM named "Clients". We would like to know whether it is possible to have a feature enables us to have repeatable sections in our clients' profiles? For example, if we customized a section in the clients' profiles named

                                                                                                  • Zoho Analytics: Requests for view access

                                                                                                    Hello, We have a user that might request access to a certain view, report etc. However this request for access is being sent to different admins within the workspace, is is possible to set who the "approver" is of these requests? If not what are the rules

                                                                                                  • Boolean Fields in Mail Merge Displaying as Checkmarks

                                                                                                    I'm really liking the new mail merge functionality. It's replaced the Zoho Sign extension for us. One problem I've seen is that boolean operators (i.e. Checkbox fields) in CRM merge as "True" or "False". This looks a little ugly in my final document — is there a way I can get those to display as checkboxes?

                                                                                                  • Formula in Sub Form

                                                                                                    Hello - I have created a sub-form and the data is going to be insurance policy information. However some of the policy amounts are based on a percentage of a main coverage. For example, Debris removal coverage is 5% of the main dwelling policy. Is there

                                                                                                  • Email alias already exist

                                                                                                    Hello, I'm getting an error message the email alias already exist when attempting to add 2 email addresses. The emails are associated with an account I deleted. I started a new account and need to add them back to get 1 email at each. I have an open ticket

                                                                                                  • Next Page