Marketer's Space: CRM Integration—Using Deal and Account Properties for Smarter Segmentation and Lists

Marketer's Space: CRM Integration—Using Deal and Account Properties for Smarter Segmentation and Lists


Hello marketers,
Welcome back to another post in Marketers' Space as we continue our series on CRM integration. This week, we’re exploring how integrating with Zoho CRM helps you access deal and account properties, empowering you to achieve precise 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

    • Zoho Commerce in multiple languages

      When will you be able to offer Zoho Commerce in more languages? We sell in multiple markets and want to be able to offer a local version of our webshop. What does the roadmap look like?

    • Nimble enhancements to WhatsApp for Business integration in Zoho CRM: Enjoy context and clarity in business messaging

      Dear Customers, We hope you're well! WhatsApp for business is a renowned business messaging platform that takes your business closer to your customers; it gives your business the power of personalized outreach. Using the WhatsApp for Business integration

    • Connectivity issues with Google Calendar and third-party integrations

      Description: We are currently experiencing a critical failure with Zoho CRM third-party connections. This issue is heavily affecting our primary workflow. Symptoms: Sync Failure: Existing Zoho CRM to Google Calendar connections have been failing for approximately

    • Dynamic image in form works in the app but not on the customer portal.

      img = frm_Fichas[ID == input.Nombre].Foto; imgno = Nophoto[ID2 = 1].Image; if(len(img) > 1) { img = img.replaceAll("/sharedBy/appLinkName/",zoho.appuri); img = img.replaceAll("viewLinkName","Fichas_de_personal_public"); img = img.replaceAll("fieldName","Foto");

    • Incorrect Functioning of Time Logs API (Version 3)

      We need to fetch the list of time logs for each task for our company internal usage. We are trying to achieve it by using the next endpoint: https://projects.zoho.com/api-docs#bulk-time-logs#get-all-project-time-logs Firstly, in the documentation the

    • How can I export all Deluge code across the application?

      I’m working on a application with multiple forms, reports, and HTML views, where Deluge scripts are used across workflows, field actions, and custom functions. Is there a way to export all Deluge scripts into a single file for easier search?

    • First Name in Mail

      While sending a mail/message to the user, I want only the first name to be displayed—for example: “Hi John” instead of the full name using "Hi ${Name_Field}"

    • Can you import projects into Zoho Projects yet?

      I see some very old posts asking about importing project records into Zoho Projects. But I can't find anything up to date about the topic. Has this functionality been added? Importing tasks is helpful. But we do have a project where importing projects

    • Updating Sales orders on hold

      Surely updating irrelevant fields such as shipping date should be allowed when sales orders are awaiting back orders? Maybe the PO is going to be late arriving so we have to change the shipment date of the Sales order ! Not even allowed through the api - {"code":36014,"message":"Sales orders that have been shipped or on hold cannot be updated."}

    • Zoho Social API for generating draft posts from a third-party app ?

      Hello everyone, I hope you are all well. I have a question regarding Zoho Social. I am developing an application that generates social media posts, and I would like to be able to incorporate a feature that allows saving these posts as drafts in Zoho Social.

    • Deleting unwanted ticket replies

      Hello, In a Zoho Desk Ticket thread, sometimes one of the recipients has auto-reply activated. This creates a new message in the Ticket thread that not only pollutes the thread, but most importantly cannot be replied properly because usually auto-reply e-mails don't do "reply all", so the other recipients are not included. I want to delete such a message in the Ticket thread. I searched the help of Zoho Desk, but only found a way to mark as Spam (https://help.zoho.com/portal/kb/articles/marking-support-tickets-as-spam)

    • Issue updating Multi-Select Picklist via API (saves as string instead of checking boxes)

      Hi everyone, I'm hoping someone can point out what I'm doing wrong here. I'm stuck trying to update a custom multi-select field via the Desk API and it's driving me a bit crazy. I have a multi-select picklist called "Buy years" with options like 2023,

    • Page variable not receiving URL parameter in Creator 6 HTML snippet Deluge — Canada DC

      I have a Creator 6 app on Canada DC. I'm trying to pass a URL parameter to an HTML snippet page via Deluge but the variable always returns empty. Setup: Page: MYC_Meeting_Tool Page variable declared: submission_id, type Text Page Script tab contains:

    • Zoho Campaigns API endpoint for contact details

      there is some REST API support for Zoho Campaigns, however, I am not able to find an endpoint for "get contact details".  in particular, I'd like to access contact's subscription status and also their topic. ideally there is all profile available including

    • Migrating Documentation from Notion to Zoho Help Centre

      Hi there, We have a large chunk of documentation that currently sits on Notion. However, we are eager to move this into our Zoho Help Centre/Knowledge Base. What is the most efficient way of achieving this?

    • Can't add attachment on email template

      The attachment does show up. This is my template. Hi ${Cases.Assigned Programmers}, Please be reminded about the following task that has been assigned to you. Subject : ${Cases.Subject} Description : ${Cases.Description} Ticket # : ${Cases.Request Id}

    • Edit a previous reconciliation

      I realized that during my March bank reconciliation, I chose the wrong check to reconcile (they were for the same amount on the same date, I just chose the wrong check to reconcile). So now, the incorrect check is showing as un-reconciled. Is there any way I can edit a previous reconciliation (this is 7 months ago) so I can adjust the check that was reconciled? The amounts are exactly the same and it won't change my ending balance.

    • Custom CSS for Zoho CRM Team Bookings embeded widget

      Hello, we are adding Zoho CRM Team Bookings (crm.zoho.com) in our public website. We know that we can change Theme Color, Font Color and Background Color: Zoho CRM Booking Styling But is it possible to change other CSS attributes e.g. Font Family, like

    • Standard practice rerun updated deluge function over existing recordes

      Hi folks, we have a function which is triggered via webhook from a third-party solution which then calls another api with a contact-id and gets a json payload back and then parses that data to custom fields in our CRM to the record id. As requirements

    • Specifying time increments on a Date/Time field

      Hi all, Im using a Date/Time field in my CRM module. At the moment the increments are 30 minutes. How can I change these to be 15 minutes? Thanks

    • Sort by Project Name?

      How the heck do you sort by project name in the task list views??? Seems like this should be a no-brainer?

    • Maximum limit of bank accounts

      I'm currently setting up Zoho Books in order to migrate at the start of our next financial year (April) and while adding bank accounts I've tried to add a second account from the same bank and receive an error about the maximum limit of bank accounts.

    • Account and Email and Password

      I'm signing up as a Partner so I can move my website clients across to a separate email server from their current cPanel one.. So I have a Zoho account and then I moved one of my emails across to that account to test the import process... So the question

    • Zoho Sprints iOS and Android app update: Global view. Screen capture control, file encryption, tags enhancement(iOS)

      Hello everyone! We are excited to introduce new features in the latest version(v2.1) of the Zoho Sprints iOS app update. Let’s take a quick look at what’s new. 1. Global view Global view brings all your project items into one centralised space. You can

    • Creating Restaurant Inventory Management on Zoho

      Hi,  We run a small cloud kitchen and are interested to use Zoho for Inventory and Composite Item tracking for our food served and supplied procured to make food items.  Our model is basically like subway where the customer can choose breads, veggies,

    • Price Managment

      I have been in discussions with Zoho for some time and not getting what I need. Maybe someone can help explain the logic behind this for me as I fail to understand. When creating an item, you input a sales rate and purchase rate. These rates are just

    • How do I create an update to the Cost Price from landed costs?

      Hi fellow Zoho Inventory battlers, I am new to Zoho inventory and was completely baffled to find that the cost price of products does not update when a new purchase order is received. The cost price is just made up numbers I start with when the product

    • only 100 entry download entries in Zoho Form

      Is there a way to download more than 100 entries in a form at a time? It is capped (unless I am not doing the export correctly). This is very frustrating as I want to make sure I don't miss a record when downloading data. Thanks!

    • Zoho FSM Premium Edition is Here

      As your field service operations grow, so do the complexities — managing large distributed teams, keeping sensitive data secure, generating the right reports at the right time, and ensuring every technician dispatched is the right fit for the job. The

    • Seeking a WhatsApp Business App (not API) Zoho CRM integration

      We have a business need to integrated WhatsApp Business App (not API) into Zoho CRM to centrally manage communications between our Sales team and Leads & Contact. Is there a reputable integration available for this scenario of ours? Core features we would

    • Auto-sync field of lookup value

      This feature has been requested many times in the discussion Field of Lookup Announcement and this post aims to track it separately. At the moment the value of a 'field of lookup' is a snapshot but once the parent lookup field is updated the values diverge.

    • How are other Books users integrating crypto and digital assets into Books?

      If my company owns some digital assets I would want those to exist in Books as assets, and also be able to change the value as needed when generating reports. My company would also be receiving payment in cryptocurrencies and may sell at the time of payment

    • Lets Talk Recruit: Key takeaways from our India community meetups

      Welcome back to Let's Talk Recruit — the series where we bring you real stories, product insights, and community highlights from the world of recruitment. Our last post covered how Resume Harvester can take the follow-up out of hiring. This edition is

    • Approval Workflow for Purchase Orders Abrir

      The requirement is , that all purchase orders greater than or equal to 5000 go through an approval process from certain people, but within books I only see that the approvers can be by levels or any approver but we cannot enter a rule like these. Can

    • Unable to create new finance account in Zoho Books Android app due to missing account number field.

      Free plan I have enabled a setting via the website requiring unique account codes to be specified for all accounts. When using the android app, go to expenses, new expense, select account, new account. Promoted to enter the Account name and description.

    • How to Fetch data from Sales Order and Insert into Purchase Order with Deluge

      Hello, I am wanting to write a Deluge script that would take the shipping address on a Sales Order and upon conversion to a Sales Order automatically insert it into that corresponding PO. I am new to Deluge but understand that it has great capabilities.

    • Google Drive shared folder

      My deluge script has stopped working, no longer collecting files from Google Drive - have these connections finally been deprecated ?? They seem to be active but errors occur when updating them ?

    • Zoho Desk: Mobile Updates | Q1 2026

      Hello everyone, Greetings! As we gear up for the end of Q1, we are excited to share a quick journey into all that released in the first quarter of 2026. We have brought in a few enhancements in the mobile apps that improve overall user experience and

    • CRM x WorkDrive: We're rolling out the WorkDrive-powered file storage experience for existing users

      Release plan: Gradual rollout to customers without file storage add-ons, in this order: 1. Standalone CRM 2. CRM Plus and Zoho One DCs: All | Editions: All Available now for: - Standalone CRM accounts in Free and Standard editions without file storage

    • Additional Address - Company Name

      It would be very helpful to have a "Company Name" field in the Additional Address shipping section.  In a situation where you drop-ship orders to a different address or different company entirely, it may be necessary to list the company name of the receiver. I understand that the Attention field can be used for that purpose, but that's not really the intended purpose of that field.

    • Next Page