The integration between Zoho CRM and Zoho Marketing Automation (ZMA) brings together sales and marketing for a more streamlined experience. Marketers can leverage leads, contacts and custom modules from Zoho CRM to create targeted campaigns in ZMA, nurturing potential customers at every stage of the funnel. Conversely, leads generated through Marketing Automation can be synced directly into Zoho CRM, giving the sales team valuable, up-to-date information to close deals faster. This integration ensures that both sales and marketing teams are always on the same page, reducing inefficiencies and maximizing business opportunities.
Pre-requisites for CRM Integration
Before you begin, ensure you meet the following criteria to avoid conflicts when setting up your sync:
- You must have an active Zoho account.
- Only users with admin roles in both Zoho CRM and Zoho Marketing Automation can initiate the sync and integration.
- A Zoho CRM user can either integrate with Zoho Marketing Automation or Zoho Campaigns, but not both. Only one Zoho product can be linked to a CRM account, so choose one based on your marketing needs. Both ZMA and Zoho Campaigns rely on the same backend infrastructure to synchronize data with Zoho CRM. To maintain data consistency and avoid conflicts during synchronization, the system supports integration with only one application at a time - either Zoho Campaigns or Zoho Marketing Automation.
- Only one CRM account can be integrated with Zoho Marketing Automation; multiple CRM accounts cannot be linked to a single Zoho Marketing Automation account.
Setting Up the Zoho CRM Integration
- Log in to Zoho Marketing Automation.
- On the top-right corner, click on the Marketplace icon
on the right side of the dashboard. This will take you to the Apps page under Integrations.
- Alternatively, you can click on Settings.
- Under Integrations, select Apps.
- If you have no connected apps, the screen will show an empty list. Click on Connect App.
- Select Zoho CRM under the category Zoho.
- Review the sync features and pre-requisites, then click Connect.
- If you have multiple portals in Zoho CRM, after clicking on Connect, you’ll be prompted to select the specific organization you want to integrate with Zoho Marketing Automation. Choose the appropriate organization and then click on Integrate.
Set up the Sync
Choose which Zoho CRM module to sync: Leads, Contacts, or Custom Module.
If you select Contacts, you can also sync Deals and Accounts data later during the sync process.
![Notes](https://static.zohocdn.com/zoho-desk-editor/static/images/file.png/)
Note: Once a module is selected and initiated, it cannot be changed later. You can also skip this setup for now and complete it later when needed.
To sync Leads:
- Choose Leads as your sync module.
- You have the option to sync these leads to a List in Zoho Marketing Automation. This list can help you organize and segment leads more effectively.
- If syncing to a list, you can enable Remove converted leads from the list to automatically remove leads that are converted to contacts in Zoho CRM. This option is available only for lead sync when leads are added to a list. If leads are not synced to a list, this option will not appear.
- Choose Contacts as your sync module.
- Similar to Leads, you can also opt to sync contacts to a list in Zoho Marketing Automation. However, note that the “Remove converted leads from the list” option is not available here, as Contacts are not subject to conversion in the same way.
To sync Custom Modules:
- Choose Custom Module as your sync module.
- Then select the specific custom module you’d like to sync under Custom module, and you can sync it to a list optionally in Zoho Marketing Automation.
Choose Subscription Type
- In Zoho Marketing Automation, subscription types categorize contacts based on the types of communications they choose to receive and also determine the pricing.
- There are two types of subscriptions in ZMA: marketing and non-marketing. Your subscription plan determines how many contacts you can manage for your marketing outreach, and understanding the difference between marketing and non-marketing contacts is essential to avoid any disruptions in your campaigns.
- You can choose between Marketing and Non-marketing subscription types depending on your need and your subscription plan. While you can import up to 1 million non-marketing contacts, the number of marketing contacts is limited by your plan. If you plan to import additional marketing contacts, it is crucial to ensure that your subscription plan can accommodate them to avoid having contacts skipped.
Non-marketing contacts are those that can be used for transactional messages but cannot be included in any promotional campaigns. These include: Transactional Emails like order e-commerce order confirmations.
Marketing contacts are those that can be targeted with various campaigns aimed at generating engagement and conversions. These include: Promotional Emails, Newsletters, Product Announcements, Event Invitations, Discount or Special Offers, Re-engagement Emails, Seasonal Campaigns, Survey or Feedback Requests (for marketing purposes), Drip Campaigns for Lead Nurturing, Webinar Invitations, Cross-Selling and Upselling Campaigns.
Topics
- Topics in Zoho Marketing Automation allow you to organize your contacts based on specific communication categories. Use topics when you want to segment your audience based on their preferences or the type of communication they’ve opted in for.
- If you select the Marketing subscription type, you can also choose topics to categorize your contacts.
- Topics can be newsletters, product updates, or special offers. You can assign multiple topics to a single contact, ensuring precise targeting for different campaigns.
- All contacts will automatically fall under the topics you select here.
- Associating contacts with topics is optional. If you want to assign different topics to different contacts, you can skip this step during the initial setup and assign topics later to individual contacts or groups.
Selecting a Lawful Basis for Communication under GDPR Compliance
If GDPR compliance is enabled in your compliance settings, and you choose to sync contacts under the Marketing subscription type with topics, you will see an option to select a lawful basis for communication. This option does not appear when you choose to sync the contacts under non-marketing.
Choosing a lawful basis for communication under GDPR compliance, acts primarily as a declaration during the sync process. This selection does not directly control or restrict your ability to send campaigns in real-time, but it serves as a record of your intent and compliance with GDPR regulations. Essentially, it provides a trail of accountability, showing that you have taken GDPR into account and chosen an appropriate justification for communicating with your contacts.
Below are the available options and what each one means:
- Not Applicable - This option is selected when GDPR does not apply to the contacts getting synced. This may be the case for non-EU contacts or internal communications.
- Consent - Choosing Consent means the contact has explicitly agreed to receive marketing communications. You must have a clear record of this consent, usually obtained via sign-up forms, opt-in checkboxes, or email confirmations. Consent can also be withdrawn at any time by the contact.
- Legitimate Interest - This option is selected when your organization has a legitimate business reason to contact the individual, and the communication does not override the individual’s rights. For instance, you may send marketing communications if it is relevant to the contact’s role or interests, provided there is a balance between business interests and privacy.
- Contract - A contract is selected when communication with the contact is necessary to fulfill a contract or agreement. For example, if a customer has purchased your service, you may need to communicate with them about product updates, renewal reminders, or related marketing.
- Public Task - This applies when the communication is necessary for tasks carried out in the public interest or in the exercise of official authority. This basis is less common in typical business marketing but may apply to government organizations or public sector bodies.
- Legal Obligation - Select Legal Obligation when you are required by law to communicate with the contact. This option is used in situations where you need to send communications that comply with legal requirements, such as sending tax information or notifications about regulatory changes.
- Vital Interest - This basis is used when communication is necessary to protect someone’s life or safety. It is rarely applicable in marketing scenarios but could be relevant in emergency situations or health-related communications.
![Info](https://static.zohocdn.com/zoho-desk-editor/static/images/info.png/)
By selecting the appropriate lawful basis for communication, you ensure that your marketing practices align with GDPR, helping you avoid potential legal issues and ensuring that your contacts’ rights are respected.
A customer has 1,000 contacts in Zoho CRM but wants only 400 of them to be subscribed as “Marketing” contacts in Zoho Marketing Automation. During the initial sync, choose the Non-Marketing subscription type to sync all 1,000 contacts from CRM into Zoho Marketing Automation without incurring additional costs. After the sync, you can update the subscription type for the desired 400 contacts using any of the following methods:
Method 1:
- Go to Contacts > View Contacts in Zoho Marketing Automation.
- Select the contacts you want to update (e.g., 400 contacts).
- Click the “Change Subscription Type” button.
- Choose the Marketing subscription type and click on Proceed.
![Notes](https://static.zohocdn.com/zoho-desk-editor/static/images/file.png/)
Note: This method preserves the preferences of contacts if they have explicitly updated them.
Method 2:
- Open a contact’s details page in Zoho Marketing Automation.
- Click the three dots.
- Select “Change Subscription Type” and update it to Marketing. Then click on Save.
- Repeat for each contact as needed.
Method 3: Using Lists/Segments
- Go to Contacts > View Contacts in Zoho Marketing Automation.
- Click on the Segment Filter icon and apply the required filters to create a new segment.
- Now go to Contacts > Segments and select the segment you created.
- Open the Contacts tab within the segment, select the contacts you want to update, and click on the Change Subscription Type icon.
- You can achieve the same by creating a list and updating the subscription type for contacts within it.
Method 4 (Recommended method): Use Journeys to Automate Subscription Updates
While the above methods work to update the subscription, they can be time-consuming to implement manually. Hence, we recommend using Journeys to automate the process efficiently.
- Create a new journey in Zoho Marketing Automation.
- Add a “Criteria Match” component and set the criteria: Subscription Type is Non-Marketing (targets only non-marketing contacts).
- Add additional criteria for filtering using the AND operator, e.g., location, industry, or lead score.
- Add a “Subscription Management” component under Action.
- Choose “Add subscription to Marketing topics.”
- Select the appropriate Topics and specify the Lawful Basis for Communication (mandatory). And click on Save.
- Connect the components and click Review and Launch.
This journey will automatically update the subscription type to Marketing for contacts who meet the criteria, saving time and effort.
Update Empty Field Values:
By enabling this, values of fields removed in Zoho CRM will also be updated with empty values in the respective field of Zoho Marketing Automation. For example, if a contact in Zoho CRM has their “Phone Number” field cleared, enabling this option ensures that the “Phone Number” field for the same contact in Zoho Marketing Automation will also be updated to an empty value.
Advanced Options:
- Exclude Opt-out Contacts: By enabling this, the leads/contacts who have opted out of Zoho CRM will not be synced to Zoho Marketing Automation. If a contact in Zoho CRM has opted out of receiving emails, enabling this option ensures that the contact is excluded from being synced to Zoho Marketing Automation, preventing them from being added to your marketing lists.
- Remove Opted-out Contacts: If a lead/ contact was previously synced to Zoho Marketing Automation but later opted out of communications in Zoho CRM, enabling this option will automatically remove that lead/ contact from Zoho Marketing Automation to keep your data consistent.
After choosing these, click on Next.
Field Mapping
You can map fields in Zoho CRM to Zoho Marketing Automation to ensure the right contact information is synced between the two platforms.
![Notes](https://static.zohocdn.com/zoho-desk-editor/static/images/file.png/)
Either a mobile number or an email address is mandatory for the sync. If neither is provided, the sync will not proceed. Additionally, phone numbers must follow the E.164 format (eg. +11234567890, +919876543210). Read more about E.164 format here.
- Map your CRM fields to Zoho Marketing Automation fields by clicking the + button to add fields. If you have selected Contacts to sync, you can also map fields for Deals and Accounts data. This can be configured under the Deals tab and Accounts tabs.
- Once mapped, click Initiate to start the sync.
In Zoho CRM, you have a variety of fields like:
- Email (mandatory)
- Company Name
- First Name
- Last Name
- Lead Source
- Phone Number
- Job Title
- Address
- City
- Country
- Industry
- Annual Revenue
- Lead Status
- Website
- Gender
- Date of Birth
- Unsubscribed Time
You also have a variety of Deal fields like:
- Deal Owner (mandatory)
- Deal Name (mandatory)
- Closing Date (mandatory)
- Stage (mandatory)
- Amount
- Type
- Reason For Loss
- Next Step
- Probability (%)
- Lead Source
- Expected Revenue
- Last Activity Time
- Sales Cycle Duration
- Lead Conversion Time
- Overall Sales Duration
- Description
And you have a variety of Account fields like:
- Account Owner (mandatory)
- Account Name (mandatory)
- Rating
- Phone
- Account Site
- Fax
- Website
- Account Number
- Ticker Symbol
- Account Type
- Ownership
- Industry
- Employees
- Annual Revenue
- SIC Code
- Last Activity Time
- Billing Street
- Shipping Street
- Billing City
- Shipping City
- Billing State
- Shipping State
- Billing Code
- Shipping Code
- Billing Country
- Shipping Country
- Description
These fields can be mapped to the relevant Zoho Marketing Automation fields. This ensures that the contact data flows correctly between both platforms. Additionally, Zoho Marketing Automation allows you to add new fields, offering flexibility when importing data from Zoho CRM.
![Alert](https://static.zohocdn.com/zoho-desk-editor/static/images/exclamation.png/)
Some fields cannot be mapped with Zoho Marketing Automation:
Modified By
Created By
Modified Time
Layout
Wizard
Lookup and multi-user lookup
Profile/record image
File upload
Sub-form
Image upload
Data Processing Basis
Last Follow Up By
Territories
Configuring Sync Settings and Viewing Sync History
Once initiated, any changes made in Zoho CRM will reflect in Zoho Marketing Automation.
After initiating the sync, you can adjust the settings anytime.
Under the Configuration tab, you can modify the following settings:
- Zoho CRM Sync Details: View or update CRM sync information.
- Zoho CRM Module to Sync: Choose the module, such as Contacts.
- Sync to (Optional): Assign contacts to specific lists.
- Subscription Type: Select between Marketing or Non-Marketing.
- Topics (Optional): Define topics for marketing communication.
- Lawful Basis for Communication: Set if GDPR is enabled.
- Update Empty Field Value: Enable to sync empty field values from Zoho CRM.
Under the Field Mapping tab, you can:
- Re-edit the fields getting synced between Zoho CRM and Zoho Marketing Automation.
Under the Sync History tab, you can view sync details like:
- Sync date - The date when the sync occurred
- Total Records - The total number of records synced
- Added - New records added during the sync
- Updated - Existing records that were updated
- Skipped - Records that were skipped during the sync
Skipped contacts are those that do not get added to Zoho Marketing Automation database during the syncing or importing process. These contacts can be skipped due to several reasons, such as invalid email addresses, unsubscribed contacts, or exceeding your plan's limit for marketing contacts. Below are the best practices to avoid skipped contacts:
1. Upgrade Your Subscription Plan Before Syncing
Ensure that your subscription plan can accommodate the number of marketing contacts you plan to sync or import. This is because if your subscription plan does not support the number of marketing contacts you are trying to import, any contacts exceeding the limit will be skipped.
Review your CRM and ensure that contacts being synced have not opted out of marketing communications. Contacts who have opted out of receiving marketing emails or messages in Zoho CRM will be skipped during the sync. This ensures compliance with regulations like GDPR and respects the contact’s communication preferences.
Before syncing, ensure that contacts you wish to sync have not been deleted from Zoho CRM. Contacts that are deleted in Zoho CRM cannot be synced to Zoho Marketing Automation, resulting in them being skipped.
4. Complete All Mandatory Fields
You can now sync contacts with only a phone number to Marketing Automation. However, if the phone number isn’t available, the email ID must be present. Both fields cannot be left blank; at least one is required to ensure successful syncing and campaign delivery. Contacts missing these details will be skipped during sync. For phone numbers, make sure they follow the E.164 format.
To learn more about the E.164 format, click here.
5. Deleted CRM Modules
Ensure that the CRM modules you are syncing from still exist in your CRM. If a module has been deleted, all contacts under that module will be skipped. Recreate or choose a different module to sync from to avoid this issue.
6. Map Fields with Consistent Data Types
Ensure that the data types between Zoho CRM and Zoho Campaigns/Marketing Automation are correctly mapped (e.g., text to text, number to number). If fields are mapped with inconsistent data types (e.g., text mapped to a number field), contacts will be skipped. Properly aligning these mappings will prevent syncing errors.
7. Check and Correct Field Lengths
Ensure that no fields, such as names or email addresses, exceed the platform’s length limits. If a contact’s field length exceeds the allowed limit, they will be skipped. Adjust the data in CRM to meet these limits before syncing.
Ensure your CRM sync settings are configured to push both existing and new contacts. If your settings are configured to sync only existing contacts, new contacts will be skipped. Adjust your sync settings to include new contacts if you want them added to your campaigns.
By following these best practices and understanding the reasons behind skipped contacts, you can ensure a smoother syncing process and avoid common issues when syncing between Zoho CRM, Zoho Campaigns, and Zoho Marketing Automation.
Post-Sync Insights
After syncing, when you click on Zoho CRM from the Apps, you can view the following sync details under the Sync List tab:
- Connected Zoho CRM Account: Shows the integrated Zoho CRM account.
- Organization: Shows the name of the connected CRM organization.
- Module Name: Indicates the Zoho CRM module being synced (e.g., Leads, Contacts, Custom Modules).
- Status: Displays whether the sync is active or paused.
- Mapped List: Shows the list in Zoho Marketing Automation linked to the synced module.
- Last Synced On: Provides the date and time of the last successful sync.
- You can also pause syncing for any module in the list by clicking the three-dots.
- You’ll also find the Settings tab on the same page, where you can enable toggles to update information from Zoho Marketing Automation to Zoho CRM.
Update Opt-Out:
- Opt-out status indicates whether a lead or contact has unsubscribed from receiving marketing communications.
- This toggle enables you to push the email opt-out status to Zoho CRM.
- You can choose to update the default “Email opt-out” field or a custom field by clicking on the Edit icon.
- Opt-out status can only be pushed to custom fields that are checkbox fields.
- A contact score is a numerical value assigned to a lead or contact based on their engagement with your marketing activities
- This toggle allows you to push the contact score back to Zoho CRM.
- You must map the score to a custom field in Zoho CRM.
- Contact scores can only be pushed to custom fields that are number fields.
- A contact stage is the stage assigned to a lead or contact based on their engagement with your marketing activities
- This toggle lets you push the contact stage to a custom field in Zoho CRM.
- Contact stage can only be pushed to custom fields that are text fields.
- You can Pause or Re-initiate the sync anytime.
Email Campaign Reports:
Email Campaigns sent through Marketing Automation are visible under Marketing Metrics in Zoho CRM’s Analytics.
CRM Actions in Journeys
In Zoho Marketing Automation, Journeys allow you to automate CRM-related tasks. Here are the three CRM actions you can use in Journeys, explained step-by-step:
Push Data
- The Push Data component in Journeys pushes contacts from Zoho Marketing Automation to Zoho CRM.
- Add a trigger to the journey (e.g., criteria match).
- Under Actions, add the Push Data component.
- Click on Edit, select the CRM module.
- Click View Mapped Fields to review or modify the field mappings if needed.
- Click Save. When the journey is triggered, contacts are pushed to the selected CRM module based on the criteria set in the trigger.
- Let's look at an example: You’re hosting a webinar and want to push registrants from Zoho Marketing Automation to Zoho CRM for follow-ups. Set a Form submission trigger for the webinar registrations, add the Push Datacomponent, select the CRM module, and map fields like “Name” and “Email.” Once launched, all registrants will be automatically pushed to Zoho CRM
Create Task
- The Create Task component automatically creates tasks in Zoho CRM from journeys.
- Add a trigger to the journey.
- Under Actions, add the Create Task component.
- Click on Edit and select the CRM module.
- Provide a Subject and Description (mandatory fields).
- Set the Due Type - You can choose between the Due Date and Active Date.
- Define Status as Not Started, Deferred, In Progress, Completed, or Waiting for Input.
- Set the Priority. You can choose from Highest, High, Normal, Low, Lowest.
- You can assign the task to - A specific owner, Rotate tasks among owners cyclically, or Assign tasks to the contact’s existing CRM owner.
- Click Save.
- Connect the components and click Review and Launch.
- Tasks are automatically created in CRM when the trigger occurs, streamlining task management directly from journeys.
Create Deal
- The Create Deal component creates deals in Zoho CRM through journeys.
- Add a trigger to the journey.
- Under Actions, add the Create Deal component.
- Click on Edit.
- Name: Enter the deal name or personalize it with merge tags.
- Due Type: Choose either the Due Date or Active Date.
- Stage: Select the appropriate deal stage: Qualification, Needs Analysis, Value Proposition, Identify Decision Makers, Proposal/Price Quote, Negotiation/Review, Closed Won, Closed Lost, Closed Lost to Competition.
- Amount: Enter the deal amount.
- You can Assign Deal To - The contact’s owner in CRM, A specific salesperson, or Use the round-robin method to assign deals.
- Click on View Mapped Fields to review or modify the field mappings if needed.
- Map Custom Source: Map a custom source field, enter the source, and select the relevant CRM field.
- Click Save.
- Connect the components and click Review and Launch.
- Deals are now automatically created in Zoho CRM based on the defined criteria and trigger, ensuring a seamless lead-to-deal transition.
Setting Goals and calculating ROI with the Planner Using CRM Data
- Once you have integrated Zoho CRM data with ZMA, you can use the Planner to set clear marketing goals and calculate the ROI based on that data.
- Navigate to Marketing Planner > View Planner in Zoho Marketing Automation. And click on Create.
- Give a Name and Aim for the plan.
- Choose the Plan Type from the following options:
- Brand Awareness
- Lead Generation
- Increase Sales
- Customer Retention
- Product Launch
- Lead Nurturing
- Enter the Budget, specify the Start Date and End Date, and click on Next.
- Next, provide a Goal Name.
- And select a Metric from the following options:
- Count of leads closed lost
- MQL to SQL conversion rate
- Count of SQL
- Count of leads closed won
- Count of leads that moved up a stage
- Count of MQL
- Website visits source
- Website visits referral URL count
- Lead location
- Lead source
- Social website visits count
- Website visits location
- Visit type (new, returning)
- Average lead score
- Email engagement
- Website engagement: Page views
- Website engagement: Goals
- Count of raw leads generated
- SQL to closed won conversion rate
- Organic website visits count
- Leads engaged via planner count
- Leads count by stage
- Define the Target for the selected metric and click on Next.
- You can define a clear goal based on CRM data, such as closing a specific number of leads (e.g., “Close 50 leads within the next quarter”). Choose the metric type, such as “Leads Closed” (Won or Lost) from Zoho CRM. Zoho Marketing Automation tracks CRM data in real time to monitor your goal progress, and you can use tracked CRM data to identify gaps in goal achievement. If falling short, modify strategies like adjusting targeting or re-engaging contacts through personalized campaigns.
- After creating the Planner with a Goal, you can access the Reports section, where you can view metrics like Revenue Generated and Deals Closed Won. You can also track campaign Expense and measure ROI across channels.
- Under the Contacts tab, you can view the Contacts Closed with Won Deals.
Leverage CRM Data in 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.
- Go to the Campaigns module and select the campaign type (Email, SMS, or WhatsApp).
- You can Personalize sender details using CRM data fields like the CRM Lead Owner’s Name and Email Address for sender details.
- You can also include CRM merge tags in the subject line for personalized communication.
- Inside the Campaign, you can use Dynamic Content using pre-defined tags such as Account Type, Account Name, or Account Owner to tailor the message content. Or you can leverage CRM Merge Tags under Account Tags or CRM Merge Tags for deeper customization.
What You Can See in Zoho CRM When Integrated with Zoho Marketing Automation
After integrating Zoho CRM with Zoho Marketing Automation, you gain access to a host of features that provide in-depth insights into your email campaigns and contact activities. From campaign performance metrics to recipient engagement details, everything is seamlessly accessible within Zoho CRM.
- Navigate to the Campaigns module in Zoho CRM.
- Here you can view all the email campaigns sent via Zoho Marketing Automation.
- Click on any campaign to view detailed information, including:
- Subject
- Sender Name
- Sender Address
- Reply-to Address
- Created On
- List Associated
- Topic Associated
- Lawful Basis Associated
- Total Sent Emails
- Delivered Emails
- Bounced Emails
- Unsent Emails
- Opened Emails
- Unopened Emails
- Clicks/Open Rate
- Complaints/Open Rate
- Unsubscribes/Open Rate
- Click on Recipient Activity for a detailed view of which contacts fall under categories such as opened, clicked, or unsubscribed.
- You can add Notes to campaigns for collaboration or tracking and create Child Campaigns directly from the campaign record for follow-up activities.
- To view contact-specific campaign activity, navigate to the Contacts module.
- Select the contact record you wish to view and scroll down to the Campaigns section within the contact record.
- See all campaigns the contact has been associated with, along with their activity.
Tags are not directly synced between Zoho CRM and Zoho Marketing Automation, but you can easily transfer tag information using the following steps:
- Create a custom field in Zoho Marketing Automation with either a multi-picklist or text field type.
- Map the Zoho CRM field to the Zoho Marketing Automation field: in the field mapping settings during sync configuration, map the tags field from Zoho CRM to the custom field you created in Zoho Marketing Automation. The tag information from Zoho CRM is transferred as part of the mapped field into Zoho Marketing Automation.