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

        • Syncing stuck for days

          Hello when I made an account a few days ago and synced all my notes to it, it is still syncing. My app is only 400mb so I do not know why it is taking so long. Please help

        • Workflow runs on every edit despite not ticking the field repeat this workflow whenever a parent is edited.....

          Hi, It is my understanding that this workflow should only trigger once. Why is this triggering on every edit of the field? Based on another support query - directly from Zoho, If i tick the box 'repeat this workflow whenever a parent is edited' it should

        • How do you add or update tags on Zoho CRM records via n8n? (Workarounds or best practices?)

          Hi all, I’m running into some limitations with the Zoho CRM node in n8n and was wondering how others have handled this: From what I see, the standard Zoho CRM node in n8n doesn’t allow you to add or update tags when creating or updating contacts/leads.

        • API PARAMETER FOR TICKET CLOSED TIME

          Hi, Is there a parameter for filtering tickets by closed time in zoho api, i can see closed time in the API response i get, but can't get tickets by that field while calling. Regards, Anvin Alias

        • Reply to email addresses wrong.

          I have setup my Zoho mail account using my main domain and I also have an Alias setup from a different domain. In Settings - Mail - Compose I have selected to the option "For replies, send using The same email address to which the email was sent to".

        • Audio/video quality issues with Zoho Meeting – Any roadmap for improvement?

          Hi Zoho Team, We’ve been using Zoho Meeting for both internal and external meetings, and unfortunately, the experience has been consistently poor. The video and audio quality are so unreliable that it often renders meetings ineffective—especially with

        • Meeting integration with Otter.ai

          Would love for an integration with an AI transcription service like Otter.ai to be integrated with Zoho Meeting. Thanks

        • Get Workflow Metadata via API

          Is there a way to get metadata on workflows and/or custom functions via API? I would like to automatically pull this information. I couldn't find it in the documentations, but I'm curious if there is an undocumented endpoint that could do this. Moderation

        • How to close/delete a free creator account?

          I have a free zoho creator account associated with my email address that is not being used.  I want to become a user of another paid zoho creator account but I can not associate with the paid account with the same email.  I assume if I can close or delete the free account I will be able to use the paid account. I have emailed support but no response. Suggestions?

        • Zoho books and zapier causes Invalid data provided

          I have been using zoho books with zapier for over 2 years now, everything was working fine. On September 13th my zaps stopped working. Now on step create sales invoice in zoho books i get an error: Failed to create a create_invoice_v2 in Zoho Books The

        • CRM report

          Is it possible to pull a contacts report that also includes the company industry, as well as the company name? I’m having trouble combining company and contact fields – any help is appreciated. Thank you, Sam

        • Early Payment Discount customize Text

          Hi, I’m currently using Zoho Books and am trying to customize the standard “Early Payment Discount” message that appears in the PDF invoice template. I’ve reviewed the documentation here: https://www.zoho.com/books/help/invoice/early-payment-discount.html

        • Enhancements to Client script?

          Hi Zoho CRM, I've been extensively using Client Scripts to enhance our Deal form experience, particularly for real time validations and auto updating fields based on specific logic. However, I've encountered a challenge regarding permission boundaries.

        • Add views to new CRM UI navigation + Unlimited Webtabs

          Zoho CRM is so close now to being the ultimate business application with the new UI, as soon as this one feature is added. This is probably where Zoho is headed but if it's not I want to BEG for this to be incorporated. What we need is to be able to put

        • E-Mail Distribution List

          How do I create an e-mail distribution list in Zoho Mail?

        • Custom "create meeting" button with more functionality than Zoho currently has?

          I'm looking for a little help/direction in how to do this. Even just some general high level pointers on how this might be able to be done. The current Zoho Meeting Activity functionality is not ideal for my org's workflow. I'd like to try and create

        • Error Code 4: Invalid value passed for JSONString

          Okay, I want to start by saying I know I'm a terrible scripter, so sorry if this is a dumb mistake. I just can't figure it out, even with LLM help. Here's my code: // --- Input Variables --- customer_id = salesorder.get("customer_id"); so_id = salesorder.get("salesorder_id");

        • Organizing contacts/members by company

          I work for a membership organization (representing businesses) and am trying to use Zoho CRM more effectively for managing the points of contact for our members. Currently, our members are listed in our CRM by the primary point of contact's name, but

        • Allow Stripe Credit Card and Stripe ACH payment methods to be enabled separately on an invoice.

          I need to be able to pick at the invoice level whether Stripe Credit Card and/or Stripe ACH payment methods are available. Currently, I'm not able to select from the two Stripe payment methods individually on an invoice. However, there are some larger

        • Unable to search in Zoho Email

          I've started using Zoho Email (free version) recently and realized that it doesn't have email search functionality. Am I missing anything here? I've gone through the Zoho tutorial which does show the search bar on the right top of the Zoho UI. But in

        • Response Time Report

          From data to decisions: A deep dive into ticketing system reports Every organization that interacts with its customers should have an established timeframe for how soon an agent is expected to send the first response and any reply to any follow-up messages.

        • Problem : Auto redirect from zoho flow to zoho creator

          Hi there, I've been waiting for zoho team to get back on this for last couple of days. Anyone else have the problem to access zoho flow? everytime I click on zoho flow it redirects me to zoho creator. I tried incognito mode but it still direct me to zoho

        • Zoho - Outlook plugin

          Does anyone know if there is a way to modify the autofill in the Zoho plugin in outlook? When we create a contact, it enters the correct email address and name, but then pulls information from our own signature line to add phone number, address, etc.

        • Threaded conversations for emails sent via automation

          Hi Guys, I hope you are doing well. Don't you guys think we should have an option in a workflow to notify users either as a new email or the previous email thread. For example, if you have one deal in the process and there are 10 different stages during

        • Zoho Books - Sales Person Information

          Hi Team, On Invoices, Quotes, etc... I can include the Sales Person, but it only shows their name and not their email or phone number. It would be great to have place on invoice templates where we can manage what sales person information should be shows

        • Offline working in Zoho Creator portal

          Zoho's help says that offline working is only available in the Creator mobile app and not in the portal app. But I can see offline options in the portal app too and it seems to work when I test it. My portal users are often in areas where there is poor

        • Fetch Records using Dynamic Criteria

          Hi,  I have a form that builds a filter based on user input.  I need to fetch the records based on dynamic criteria.  How would I accomplish this as there is no eval function? For example: desiredRecord = Form1[dynamicCriteria];

        • Url filter Report date (pivot chart)

          Hello. Is it possible to filter the data in pivot char using parameters in the url? I'm trying but I should not doing very well. Something like: https://creator.zoho.com/.../....../#Report:MyPivotChartReport?MyDate=01-Jan-2012;31-Jun-2012;MyDate_op=58 Saludos

        • Sending gmail to a particular person fails because the address gets changed to "gmaill", with a second "l" typo somewhere

          I send to bob@gmail.com (example) and get an error sending to bob@gmaill.com, only for this one person. Note the extra "l" in the email the system tried to send to, which was not in the address I entered. Can't find a typo in the contact or anywhere else

        • Emoji Support in Bigin CRM

          We request the implementation of emoji support across Bigin CRM. This feature should allow users to seamlessly use emojis in text fields, headlines, and deals. It would enhance communication, improve the visual appeal of records, and bring more personalization

        • Bigin Booking Pages enhancements

          I would like to ask for several enhancements for the brand new (and promising) Booking feature. 1. Add "Contact/Mobile" Field to Booking form We use Mobile as key (id), but unfortunately it is missing from the Booking form, only Home Phone is available.

        • Amount in words in Indian format

          Hi, I had coded the following code to convert amount in words. But in the code in the format of US like million. But i need in Lakh and Crore. So pls suggest ideas r post corrected code string Num2Words(int val) {     val_s = input.val.toString();     th = {"", "thousand", "million", "billion", "trillion"};     // uncomment this line for English Number System     // th = {"","thousand","million", "milliard","billion"};     dg = {"zero", "one", "two", "three", "four", "five", "six", "seven", "eight",

        • What are people using to send Service based emails?

          Zoho Campaigns is for marketing. Users can unsubscribe from these emails. Service based emails need to be delivered and can without the worry of Can-spam act. What are people using to send service based emails? My mailing list is derived from a database

        • Standalone LMS tool

          Will Zoho release a standalone LMS (Learning management System) than can be used by external parties (guest)?

        • Announcing Kiosk 1.1 - Customize screen titles, configure new fields & actions, use values from your Kiosk to update fields, and more.

          Hello all We are back again with more enhancements to Kiosk. So what's new? Enhancements made to the Components Add titles for your Kiosk screens and adjust its width to suit your viewing preferences. Three new fields can be added to your screen: Percentage,

        • An Overview of Dario Schiraldi Deutsche Bank Executive

          Hello Community, Dario Schiraldi is an executive at Deutsche Bank, focused on advancing the firm’s financial services and crafting its global strategic vision. With 20 years of expertise in leadership roles, he has spearheaded successful market acquisitions

        • Emailing a document to WorkDrive

          Does WorkDrive include the ability to upload a document by sending an attachment to an email address? (Books and Expenses include this functionality) If it doesn't is it under consideration? on the Road Map?

        • Allow Changing Appointment Status from "Completed" to "No Show" or Other Valid States

          Hi Zoho Bookings Team, We hope you're doing well. We would like to submit a feature request regarding appointment status management in Zoho Bookings. 🎯 Use Case Sometimes, an appointment is mistakenly marked as Completed, but later we realize that the

        • Ability to modify what displays in calendar invite?

          I am a long time calendly user and want to make the switch to bookings.  I understand that there is not currently a meets/hangouts integration, is one on the roadmap? Is there anyway I can modify the calendar invite to include the meet link?  I can add it to the emails no problem, but I would also like it to display on their calendar.  Is there some work around I can do to get it on the calendar?  Also am I able to modify the calendar event title?

        • Zoho One and Tally Integration

          Has Anyone in this forum done any implementation with Zoho CRM and Tally accounting software. If so who have you used and how easy was it?

        • Next Page