CRM Integration—Using Deal and Account Properties for Smarter Segmentation and Lists

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.
Segments, on the other hand, are dynamic. When you set criteria for a segment, it not only pulls in existing contacts but also automatically adds new contacts who meet the criteria as they’re created. This adaptability makes segments an important tool for refining target groups based on new data that is synced from Zoho CRM.

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.

Deal properties: Number of associated deals, Deal name, Deal amount, Deal closing date, Deal type, Deal stage, Deal closing probability, Deal owner, Deal source, First closed-won deal size, Latest closed-won deal size, First deal closed-won date, Latest deal closed-won date, Days to close first deal, Days to close latest deal


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



        • Recent Topics

        • Bulk Fill In & Edit PO/Bill/SO/Invoice

          Hello, I am adding stock in bulk on a PO, the system is automatically populating the Rate (price) and Tax from the item data. Problem is that the bill rate is different from the rate on the item data, so I have to manually erase each and enter the price.

        • Fixed Assets beg balance

          Hello, I trust you are well I'm a new zoho books user and I find it difficult to plug in the fixed assets balance and here's what I have done: 1- I imported the fixed assets data into the fixed assets module as per the instructions 2- the import process

        • Syncing with Google calendar, Tasks and Events

          Is it possible to sync Zoho CRM calendar, task and events with Google Calendar's tasks and events. With the increasing adoption by many major tool suppliers to sync seamlessly with Google's offerings (for instance I use the excellent Any.do task planning

        • CRM Deluge how can link attach file with workdrive file.

          Hi, We have create file at workdrive and would like to link to attachment at crm module by deluge. Right now can only upload it to attachment but can not link the file from workdrive. Thank you

        • Feature announcement: AI-powered document generator in Zoho Sign

          Hi there! We recently announced manual document creation by offering an editor within Zoho Sign. Today, we are excited to announce AI-powered document generation to help you draft agreements, purchase orders, and other important business documents in

        • Permanently deleted files

          Is there a way to get back permanently deleted files from your account if they were accidentally deleted and no longer recoverable from the recycling bin? I know I am probably screwed but I just figured I would ask.

        • Shared Mailbox in iOS app

          Hi, On the desktop I am using a Shared mailbox for our company's general mailbox that somebody else should be able to view. In the iOS app however I can't find it? Old sources on the internet says this isn't possible but that can't be right? Somebody

        • Tip #41- Simplify Compliance and Efficiency with Zoho Assist’s Data Cleanup Feature- 'Insider Insights'

          Managing device data efficiently is just as important as securing remote access. With Zoho Assist’s Data Cleanup feature, admins can easily remove outdated or unnecessary device records, keeping the console organized and secure. This action is carried

        • Revenue Management: #6 Revenue Recognition in Professional Services Industry

          If you run a consulting firm, agency, or any service-based business, you have a situation where you have signed the contract, maybe even sent the invoice, and have received some initial payments. So, can you consider this as revenue? What if the project

        • This domain is not allowed to add. Please contact support-as@zohocorp.com for further details

          I am trying to setup the free version of Zoho Mail. When I tried to add my domain, theselfreunion.com I got the error message that is the subject of this Topic. I've read your other community forum topics, and this is NOT a free domain. So what is the

        • Zoho fsm scheduled maintenance dispatch

          Hi, I'm reaching out regarding an issue I'm encountering with the Scheduled Maintenance feature in Zoho FSM. I’m trying to configure it so that it automatically dispatches all maintenance jobs scheduled within the next 150 days, starting from today. However,

        • Template modifiactions

          Hello, I am struggling with the templates in ZOHO Books. Especially with the placement of some items, like company address, ship to, bill to etc.  For example: One item I like from template X (placement of ship to and bill to next to each other in the

        • zoho.inventory.getRecords returns no records

          I running a custom function (Deluge) in Zoho Flow with a connection to Zoho Inventory. To debug the problem, I created the test function below. It returns "Number of contacts fetched: 0". This confirms that there's no issue with the org ID or connection

        • Zoho Campaigns Event timestamps do not propagate to Zoho CRM

          We have integrated Zoho CRM and Zoho Campaigns. But when looking at Contact records, the Campaign event data is missing the actual timestamps: especially when a particular email was sent. They're not in the Campaigns related list, and the cannot be found

        • Feature announcement - Simplifying document creation with Zoho Sign

          Hi there, We are pleased to announce the release of our document creation feature, enabling you to create, edit, and finalize documents like agreements, purchase orders, and contracts without relying on external tools or applications. <br> This

        • Integrating File Attachments in Zoho Flow Email Notifications

          Hi, I would like to be able to send an email once an entry is made in a form, and in this email, I would like to attach a file that has been added to the form using the ImageUpload (or FileUpload) widget. So, I started by creating a flow that will trigger

        • CRM->INVENTORY, sync products as composite items

          We have a product team working in the CRM, as it’s more convenient than using Books or Inventory—especially with features like Blueprints being available. Once a product reaches a certain stage, it needs to become visible in Inventory. To achieve this,

        • Zoho Mail SMTP IP addresses

          We are using Zoho Mail and needs to whitelist IP for some redirections from your service to another e-mails. You can provide IP address list for Zohomail SMTP servers?

        • Zoho project purchases

          Hi Folks, I think having a purchase module in projects will help in putting together a project p and L. Project wise purchases and expenses.  Do let me know your thoughts.

        • Create Tasklist with Tasklist Template using API v3

          In the old API, we could mention the parameter 'task_template_id' when creating a tasklist via API to apply a tasklist template: https://www.zoho.com/projects/help/rest-api/tasklists-api.html#create-tasklist In API v3 there does not seem to be a way to

        • How can I restore all the deleted Time entries of a Task in Zoho Projects

          How can I restore all the deleted Time entries of a Task in Zoho Projects? Query: In Zoho Projects, I cloned a task and deleted the time entries from the cloned task. However, this also deleted the time entries from the original task. How can I restore

        • Is there a way to make an account inactive in ZoHo Desk

          We have a few Clients "Accounts" that we no longer do business with. It would be beneficial for them to not show up in lists. However, we want to go back and view tickets, time, etc.

        • How to set the value of the Phone field importing contacts in Zoho Desk

          Hi everyone, i'm new in Zoho Desk, we're setting up the environment and i'm importing contacts from another CRM using a file CSV and i'm getting a problem with phone numbers (italian): the leading zero is cut away, also if the value is inside double quotes.

        • Set Custom Icon for Custom Modules in new Zoho CRM UI

        • Change total display format in weekly time logs

          Hi! Would it be possible to display the total of the value entered in the weekly time log in the same format that the user input? This could be an option in the general settings -> display daily timesheet total in XX.XX format or XX:XX.

        • Deprecation Notice: OpenAI Assistants API will be shut down on August 26, 2026

          I recieved this email from openAI what does it means for us that are using the integration and what should we do? Earlier this year, we shared our plan to deprecate the Assistants API once the Responses API reached feature parity. With the launch of Conversations,

        • How to center a field inside a section?

          I’ve been trying to center a field inside a section in Zoho Canvas. When I align it visually, it looks centered in the editor, but after clicking Save, the field appears misaligned on the actual canvas. I also tried setting the field to full width, but

        • Kaizen #192 - Implementing Custom Token Persistence in Python SDK

          Welcome back to another week of Kaizen! Last week, we discussed how to implement Login with Zoho using OAuth 2.0 and saw how to bring it to life in a real-world application with the Zoho CRM Python SDK. We also discussed how Zylker Academy built a custom

        • Showing the map along with mileage expense

          When you use the GPS to track mileage, it shows you the map of the actual path travelled. It would be very useful and practical to save that map with the mileage expense, so that when the report is created, it provides a map of each mileage expense associated

        • Enable Validation Rule for Multi-Select Picklist Field

          Zoho, Please allow validation rules for multi-select fields.

        • File Upload field not showing in workflow

          Hi, I have added a field on Zoho CRM. I want to use it in a workflow where that particular field is updated based on another field, however it is not showing up in the field list to select it in the workflow. Why is this please?

        • CRM Custom function updating a module record shows the Super Admin user as the record modifier

          Dear Zoho CRM Team, Is there any way to update this so that when a custom function has updated a record the Super Admin user doesn't become the modifier? This happens on the record as a modifier and shows up in the audit logs. It would be more useful

        • Best practice importing items and matching assemblies

          Hi, I was wondering what would be the best practice to import items and composite items (assemblies) From my backup, what should I import first? The items or the composite items? I am on Zoho one, using inventory and books. Kind regards, Sabine

        • Best way to fetch employee names from Zoho People into Zoho Creator Inventory Stock Form field Employee Name Lookup

          Hi Team, I have a requirement in my Zoho Creator application (Inventory Stock Adjustment) where I need to fetch employee names from Zoho People and use them as a lookup in a form. Currently, I am considering using an integration field to fetch this data

        • get file api is returning Junk data

          I am working on extension development where at one point I need to retrieve attachments on records I found out I can use only invokeconnection and not invokeurl in extension development The invoke connection returns the image in raw binary format. When

        • Need help with message box

          End user updates many records at once. Each have unique serial number. They want a confirmation box that says starting number, ending number and qty. Is there any way to do this? I been searching and asking support but seems like no great solution.

        • [Webinar] The Transformative Power of Gen BI

          Traditional decision-making tools are no longer enough. The integration of generative AI into business intelligence (BI) is proving to be a true game changer—enabling businesses to make faster, smarter, and better informed decisions. Early adopters of

        • Backorder process review - Automating Removal of Sales Order from "On Hold" When PO is Received

          Hello Zoho Inventory Team, Currently, sales orders in On Hold status are released only when the bill for the purchase order is created. In our workflow, it would be much more efficient if the sales order could automatically move out of On Hold as soon

        • How to access the saved Query using API?

          I have created a query in setting. Is it possible to access it from a API? What's the endpoint? I tried /v8/queries/important_deals but didnt' work.

        • création d'une base de données

          base de donnee d'un lycée

        • Next Page