Marketers Space: Smarter Marketing with CRM Integration

Marketers Space: Smarter Marketing with CRM Integration


Hello Marketers!
Welcome back to another deep dive into smart marketing strategies at Marketers' Space! Today, we’re kicking off an exciting series focused on how Zoho CRM and Zoho Marketing Automation (ZMA) when integrated can transform your marketing efforts. Whether you're coming from Zoho CRM and looking to leverage Marketing Automation or primarily using ZMA and wanting to send your data back to CRM, this integration provides a full-circle solution for your marketing and sales needs.
Let’s explore how you can make the most of this powerful connection—from syncing contacts and deal data to running targeted campaigns to ensuring smooth data flow between both platforms for maximum efficiency.
In this post, we’ll cover the following: syncing data from Zoho CRM into ZMA, using ZMA’s Planner for campaign planning and calculating ROI, segmenting and targeting your CRM data, and finally, pushing the most relevant data from ZMA back to Zoho CRM. Let’s get started!

From Zoho CRM to Zoho Marketing Automation:

Seamless Syncing

Zoho CRM holds all of your important lead, contact, account, and deal information, which acts as the backbone of your marketing efforts. Once you sync Zoho CRM with ZMA, this data isn’t just a static list of names—it becomes actionable, enabling you to craft personalized and impactful campaigns.
The first step in this integration is syncing all the relevant data from Zoho CRM into ZMA. This includes Contacts, Leads, Accounts, Deals, and even Custom Modules, ensuring that your marketing team has access to the most comprehensive and up-to-date information. This sync is automatic and continuous, so as new records come into your CRM, they’ll be available in ZMA in real-time for marketing purposes.

For marketers, this sync is invaluable because it enables you to tap into your CRM’s wealth of information for targeted campaigns. Whether you're pulling in contact details or deal stages, you’re working with data that is fresh and ready to be activated in your campaigns.

Setting Smart Goals with the Planner using CRM Data

Once your CRM data is in ZMA, the next step is using the Planner to set clear marketing goals and calculate the ROI based on that data. You can set Goals using the count of leads closed (won or lost) from Zoho CRM. For example, you might aim to close 50 leads within the next quarter.
ZMA will then track this data directly from CRM, helping you monitor progress toward your goal. If you notice that you’re falling short, you can make timely adjustments to your marketing approach, whether that means revisiting your targeting strategies or re-engaging through personalized campaigns.
The Reports provide valuable insights into the performance of your marketing efforts.
It includes Revenue and Deal Stats, showing metrics like Revenue Generated and Deals Closed Won, giving you a clear picture of how much business your campaigns are driving. You’ll also find Expense and ROI Stats, which allow you to track your campaign spend and measure the return on investment (ROI), even across different channels.
Under the Contacts tab, you can view the Contacts Closed with Won Deals, helping you understand how effectively your campaigns are converting leads into customers.

ZMA’s Planner also makes collaboration simple—you can add team members, set tasks, and ensure that everyone is aligned with the campaign’s objectives, creating a coordinated effort between marketing and sales.

Segmentation for Precise Campaigns:

With synced CRM data in ZMA, segmentation becomes not only possible but incredibly powerful. You’re no longer sending generic, blanket campaigns to your entire contact list. Instead, you’re slicing your audience into precise segments with powerful Deal and Account-based criteria.

For instance, you can create a segment of leads in the Negotiation/Review stage of a deal and send them attractive, persuasive campaigns designed to push them toward deal closure.
This could include exclusive offers, limited-time discounts, or additional value propositions that address any remaining concerns, helping to tip the scales in your favor. You have much more deal and account-based criteria such as Deal Name, Deal Amount, Account Type, and Account Owner that you can use to create segments.

Reaching Contacts through Multi-Channel Campaigns:

Thanks to the seamless sync between Zoho CRM and ZMA, you can leverage all the CRM data in your campaigns, whether it’s via email, SMS, or WhatsApp. You can personalize these campaigns by using CRM fields to tailor various elements. The Sender Details can be personalized with the CRM lead owner’s name and email, while the subject line can include specific CRM merge tags to make it more relevant to the recipient.

Inside the campaign, you can incorporate Dynamic Content using Predefined Tags such as Account Type, Account Name, and Account Owner, ensuring the message speaks directly to the contact’s unique context.

You can leverage Merge Tags under both Account Tags and CRM Merge Tags to customize the content further.

This level of personalization ensures that each contact feels like they are receiving tailored communication, rather than mass-marketing messages, and drives higher response rates.

Maximizing CRM Integration using Journeys:

With Zoho CRM integration, the possibilities within Journeys in ZMA expand significantly, giving you more flexibility to automate tasks and create highly personalized marketing workflows.
One of the key features is Criteria Match, which enables you to target contacts based on specific account or deal information synced from Zoho CRM.

When setting up the sync between Zoho CRM and ZMA, you have the option to sync CRM contacts to a list. Once this sync is complete, you can use Journeys to target that specific list containing the synced contacts. By using the Added to List trigger within Journeys, you can then set actions such as sending personalized campaigns.

You can Update Contact Fields that have been synced from CRM, ensuring that your data stays current and relevant before sending a campaign.

You can also create Journeys that automatically move contacts into or out of marketing topics, helping you stay compliant with their communication preferences.
Beyond this, Journeys in ZMA offer specific CRM Actions such as Push Data (sending updated contact details back to CRM), Create Task (automating follow-ups for sales reps), and even Create Deal (automatically generating a deal in CRM when a contact shows strong buying intent).

Pushing Relevant Data back to CRM:

Syncing data from CRM into ZMA is important, but pushing data back to CRM is just as crucial. You may have collected contact details through various forms like sign-up forms, popups, or landing pages using ZMA, but it’s essential to push only the relevant data back to CRM for your sales team. 
ZMA enables you to create automated journeys that filter leads and only push the ones meeting specific criteria back to CRM. This not only keeps your CRM clean but also ensures that your sales team isn’t overwhelmed with irrelevant data. Typically, a lead will be pushed to CRM when it becomes a sales-qualified lead (SQL). In ZMA, leads are nurtured as they move through different stages based on their engagement or lead scores. Once a lead has shown sufficient interest and is ready for sales, you can set up a journey in ZMA to automatically push a lead to CRM. This ensures that the right contacts are passed to your sales team at the right time.
Additionally, this selective sync means that you only pay for the contacts that truly matter. Since ZMA enables you to manage contact limits carefully, you can decide which data gets synced to CRM, optimizing both your budget and your sales strategy.

The integration between Zoho CRM and Zoho Marketing Automation is more than just a sync—it’s a complete, full-cycle solution for marketing and sales teams. By syncing contact and deal data, setting smart goals with the Planner, using targeted segments and journeys, and pushing valuable data back to Zoho CRM, you’ll have all the tools you need to optimize your marketing and sales performance.

Stay tuned for more posts in this series as we continue exploring the powerful features of this integration and how they can elevate your marketing efforts!

Regards,
Pearlin Nitika
User Education | Zoho Marketing Automation

      Zoho Campaigns Resources


        • Desk Community Learning Series


        • Digest


        • Functions


        • Meetups


        • Kbase


        • Resources


        • Glossary


        • Desk Marketplace


        • MVP Corner


        • Word of the Day


        • Ask the Experts


          Zoho CRM Plus Resources

            Zoho Books Resources


              Zoho Subscriptions Resources

                Zoho Projects Resources


                  Zoho Sprints Resources


                    Zoho Orchestly Resources


                      Zoho Creator Resources


                        Zoho WorkDrive Resources



                          Zoho CRM Resources

                          • CRM Community Learning Series

                            CRM Community Learning Series


                          • Tips

                            Tips

                          • Functions

                            Functions

                          • Meetups

                            Meetups

                          • Kbase

                            Kbase

                          • Resources

                            Resources

                          • Digest

                            Digest

                          • CRM Marketplace

                            CRM Marketplace

                          • MVP Corner

                            MVP Corner




                            Zoho Writer Writer

                            Get Started. Write Away!

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

                              Zoho CRM コンテンツ








                                ご検討中の方

                                  • Recent Topics

                                  • Hide Inactive Social Sign-In Providers from Login Screen

                                    Hello Zoho Team, We hope you are doing well. Currently, Zoho One allows admins to configure security policies and enable or disable Social Sign-In options for third-party providers such as Apple, Google, Microsoft, LinkedIn, Yahoo, Twitter, Facebook,
                                  • Zoho Cliq not working on airplanes

                                    Hi, My team and I have been having this constant issue of cliq not working when connected to an airplane's wifi. Is there a reason for this? We have tried on different Airlines and it doesn't work on any of them. We need assistance here since we are constantly
                                  • Settings Icon No Longer in ZOHO Desk?

                                    In ZOHO desk, there has been a gear icon for settings. as of yesterday, it is no longer there. I showed up briefly this morning but is gone again.  Anybody else experiecing this? 
                                  • Calls to accounts rather than leads or contacts?

                                    So..... We have a dilemma and I'm hoping someone has encountered this before and figured out a fix. We have just migrated to Zoho. It's great.....expect for how "Calls" are handled.... We are B2B. We do not use the leads module. A "Lead/Prospect" for
                                  • Adding branded signature to tickets reply

                                    Hi, i am unable to figure out how to add signatures with logo to tickets reply. please advice .
                                  • LESS_THAN_MIN_OCCURANCE - code 2945

                                    Hi I'm trying to post a customer record to creator API and getting this error message. So cryptic. Can someone please help? Thanks Varun
                                  • Sending emails from an outlook account

                                    Hi, I need to know if it's possible to send automatic emails from an Outlook account configured in Zoho CRM and, if so, how I can accomplish that. To give you some context, I set up a domain and created a function that generates PDF files to be sent later
                                  • [Free Webinar] AI Agents in Zoho Creator - Creator Tech Connect

                                    Hello Everyone! We welcome you all to the upcoming free webinar on the Creator Tech Connect Series. The Creator Tech Connect series is a free monthly webinar that runs for around 45 minutes. It comprises technical sessions in which we delve deep into
                                  • Can Zoho Flows repeat Actions more than once?

                                    I'm attempting to make an intentional Zoho Flow loop using the below layout. However, when "WithinLimit" condition is met, the program fails to execute the action "Get & Add Request Co..." again. Is this by design? Is Zoho Flows unable to repeat actions
                                  • How to update "Lead Status" to more than 100 records

                                    Hello Zoho CRM, How do I update "Lead Status" to more than 100 records at once? To give you a background, these leads were uploaded or Imported at once but the lead status record was incorrectly chosen. So since there was a way to quickly add records in the system no matter how many they are, we are also wondering if there is a quicker way to update these records to the correct "Lead Status". I hope our concern makes sense and that there will be a fix for it. All the best, Jonathan
                                  • Ship via Carrier Not Working Since Commerce Update

                                    Since the recent update to the Commerce platform, I can no longer use the ship via carrier function. It will take me to the address screen and let me verify them but when I go to save and move tot he next screen it will not do anything. This is happening
                                  • Zoho Marketing Automation 2.0 - Landing Page function not working

                                    Dear Zoho Team, I am working on implementing Zoho Marketing Automation 2.0, and am now looking into the section "Lead Generation". If I open the "Landing Pages" section, I immediately get an Error code: Error: internal error occurred. Can you help me
                                  • automations: Can I execute a step on a specific date?

                                    I have created a form in Zoho forms, and created a contacts list. I have also begun setting up an automation with the intention of sending the form to the contact list on a specific date every month (via email) for the entire year (essentially sending
                                  • 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
                                  • Image Upload Field | Zoho Canvas

                                    I'm working on making a custom view for one of our team's modules. It's an image upload field (Placement Photo) that would allow our sales reps to upload a picture of the house their working on. However, I don't see that field as a opinion when building
                                  • Zoho Expense - The ability to add detail to a Trip during booking

                                    As an admin, I would like the ability to add more detail to the approved Trips. At present a requestor can add flights, accommodation details and suggest their preferences. It would be great if the exact details of the trip could be added either by the
                                  • Simplified Call Logging

                                    Our organization would like to start logging calls in our CRM; however, with 13 fields that can't be removed, our team is finding it extremely cumbersome. For our use case, we only need to record that a call happened theirfor would only need the following
                                  • Signup forms behaviour : Same email & multiple submissions

                                    My use case is that I have a signup form (FormA) that I use in several places on my website, with a hidden field so I can see where the contact has been made from. I also have a couple of other signup forms (FormB and FormC) that slight differences. All
                                  • Adding Folders in Android App

                                    Is it possible to create a new email folder within the Zoho Mail Android app?  Or can this only be done from the desktop version of Zoho Mail? Cheers!
                                  • Schedule Exports for Regular Project Updates

                                    Tracking project data often means exporting data at regular intervals. Instead of manually exporting data every time, users can schedule exports for Phases, Tasks, and Tasks in Zoho Projects. These exports can be set to run once, daily, weekly, or monthly
                                  • Question about custom fields using Pivot Tables.

                                    I have created a pivot table showing annual revenue of a client and how much payment that client is paying my company. Is there a way using pivot table to add an additional field that subtracts those to fields / shows me a percentage of that difference?
                                  • Request for Light/Dark Mode

                                    Would love the ability to switch between Light and Dark mode similar to Zoho CRM. https://help.zoho.com/portal/en/community/topic/introducing-dark-mode-light-mode-a-new-look-for-your-crm
                                  • Signature field is showing black

                                    Hello, When customer signed the service form, it is showing as below picture Phone model: iPhone 16 Pro We tried delete and install application, but it not solved. This has on phone of a few person. There is any advice to solve this?
                                  • Range names in Zoho Sheet are BROKEN!

                                    Hi - you've pushed an update that has broken range names. A previously working spreadsheet now returns errors because the range names are not updating the values correctly. I've shared a video with the support desk to illustrate the problem. This spreadsheet
                                  • Journey Email - Ignored Contacts

                                    I have a journey setup which simply sends a string of emails over time. For some reason I am getting large amounts of the contacts who enter the first email being ignored and I can't find anywhere in reports or audit logs why these contacts are not
                                  • Involved account types are not applicable when create journals

                                    { "journal_date": "2016-01-31", "reference_number": "20160131", "notes": "SimplePay Payroll", "line_items": [{ "account_id": "538624000000035003", "description": "Net Pay", "amount": 26690.09, "debit_or_credit": "credit" }, { "account_id": "538624000000000403", "description": "Gross", "amount": 32000, "debit_or_credit": "debit" }, { "account_id": "538624000000000427", "description": "CPP", "amount": 1295.64, "debit_or_credit": "debit" }, { "account_id": "538624000000000376", "description":
                                  • Zoho Books - Include Payment Terms as a Custom View filter

                                    It would be great if you could created a custom view based on Payment Terms. This would be really handy for seeing a list of customers who have credit terms. A workaround is not required. I could do something with a creditor checkbox, but it would be
                                  • How to update changed purchase account of item in invoice

                                    I have selected the wrong purchase account for various articles and created invoices. I had to adjust the purchase account in the article afterwards, but the old purchase account is still posted in the transaction-journal of the invoice. To adjust the
                                  • Help - Zoho CRM notification on mobile (IOS/Android)

                                    Hello Community! Can I get the IOS/Andoid CRM app to notify me of events, calls, etc. due as I can with MANY other apps?   I am running the free Zoho I would like this to be native to the Zoho CRM app. I do not want to write a sep. mobile app
                                  • Zoho Books Idea - Include another field in Bank Details for Address

                                    Hi Books team, Currently use the Description field in the Bank Details to store the bank's address. This works fine but it would be great if you could add another field for Bank Address, so that other notes about the bank account could be stored in the
                                  • Reverse payment on accidentally closed invoice.

                                    An invoice was closed accidentally with the full payment added. However, only partial payment was paid. How can I reopen the invoice and reverse this to update it to show partial payment?
                                  • a question about the COQL API v8

                                    When I specify eight or more values in a WHERE IN clause and execute it, an error occurs. Is there a limit to the number of values that can be specified in a WHERE IN clause? ↓Error select * FROM Vendors WHERE (id in (1, 2, 3, 4, 5, 6, 7, 8, 9)) ↓Success
                                  • Zoho Books Idea - Bank Details Button on Banking

                                    Hi Books team, Sometimes I'm asked to share bank details with a customer or a colleague. So I go to the Banking Module, find the correct bank account, click Setting > Edit, then copy and paste the bank details. Wouldn't it be great if there was a button
                                  • JS SDK 8.0 – TypeError: Cannot read properties of undefined (reading 'getCacheStore') with sample code

                                    Hello Zoho Support Team, I’m integrating the Zoho CRM JavaScript SDK v8.0 and I’m getting the error below when running your official sample. I tested directly from: https://github.com/zoho/zohocrm-javascript-sdk-8.0/blob/main/samples/create_records_sample/create_records.js
                                  • Function #55: Convert multiple quotes to single SO using Custom Button

                                    Hello everyone, and welcome back to our series! In Zoho Books, after a quote is accepted by your customer, it can be converted into a sales order or an invoice. Often, a customer might have multiple quotes, and for easier billing or upon the customer's
                                  • Zoho One - Syncing Merchants and Vendors Between Zoho Expense and Zoho Books

                                    Hi, I'm exploring the features of Zoho One under the trial subscription and have encountered an issue with syncing Merchant information between Zoho Expense and Zoho Books. While utilizing Zoho Expense to capture receipts, I noticed that when I submit
                                  • More controls for User Fields in CRM

                                    Dear All, We are here with a minor but crucial enhancement to the user fields—now set accessibility permissions to the records for user field. User field allows you to extend co-ownership of records to your peers. You can collaborate with them for certain
                                  • Rich Text For Notes in Zoho CRM

                                    Hello everyone, As you know, notes are essential for recording information and ensuring smooth communication across your records. With our latest update, you can now use Rich Text formatting to organize and structure your notes more efficiently. By using
                                  • Time based workflow without edit/action

                                    Hello I need help solving this problem if possible. We have Deals come into the CRM via Live Transfer which have the field properties: Stage = New Channel = Inbound Some of them don't get answered so we want these to automatically go into our Outbound
                                  • What's New - August 2025 | Zoho Backstage

                                    Every month, Zoho Backstage grows with you. These updates aren't just features and fixes, they're about making your workday smoother, your events more impactful, and your attendees happier. We’ve listened, learned, and shaped this release to keep things
                                  • Next Page