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

    Nederlandse Hulpbronnen


      • Recent Topics

      • How do I connect Sales IQ to Shopify

        How do I connect Sales IQ to Shopify.    

      • DORA compliance

        For DORA (Digital Operational Resilience Act) compliance, I’ll want to check if Zoho provides specific features or policies aligned with DORA requirements, particularly for managing ICT risk, incident reporting, and ensuring operational resilience in

      • Create Ticket from Chat with Rest API

        Hi to everyone, is possible to create a ticket from Chat with Rest API? In user interface is possible by clicking on the button "Convert chat as a ticket". Anyone know how to do that? Thanks

      • How to send binary data in invokeurl task?

        Hello, I am using Adobe's Protect PDF API. Source: https://developer.adobe.com/document-services/docs/overview/pdf-services-api/ Everything works fine in Postman. But for some reason after encrypting the file, it is empty after password protecting the

      • How Can I Customize Sales Reports in Zoho CRM to Better Track Our Sales Team's Performance?

        Hello everyone, I'm new to using Zoho CRM and need some help with customizing our sales reports. We want to track our sales team's performance more effectively and visualize trends that can inform our strategy. What specific customizations or features

      • Marketing Automation : Adding to existing Lead Score

        I want to be able to add a score to an existing ZMA lead however I can't find the field in the "Fetch Lead" action that contains the existing score. There is an action for Add lead score, but that's not clear if it overwrites the existing value or adds

      • Items should display under specific warehouse

        I have configured the multi warehouse but it show all the items under all warehouse which is not correct according to our business logic, so i want that items should only display under that specific warehouse not under all the warehouses not even with zero quantity. Some items should be common but not all so is there any option for that purpose so i can specific the items to its warehouse. Regards

      • Package Dimensions

        Packages need to have dimensions that are sent to carriers in addition to just the weight. Without the package dimensions being transmitted to carriers, the correct dimensional weight is not calculated for the label price, which results in corrections

      • Theft Prevention Sensor Integration in Zoho Inventory

        Is there a way to integrate a theft prevention sensor with Zoho Inventory, so items cannot leave the store unless they've been scanned at checkout? Any insights or existing solutions would be greatly appreciated.

      • Zoho Workplace gets yet another security boost: The addition of Zoho Vault

        Hello Community, Passwords are often the first line of defense, yet they're also one of the most common weak points. We're thrilled to announce that Zoho Vault is now integrated with Zoho Workplace! Zoho Vault Standard is now included at no extra cost

      • "notes"-field in a task to full width?

        Hi, Is there someone that can tell me how to adjust the "notes"-field in a task, to full width? I already played around with 1 or 2 columns, but this has nu effect on the standard width. Thx in advance for your help. Cheers, Ralph.

      • How to download Job Sheets in Zoho FSM?

        Hello, I'd like to download copies of completed job sheets as PDF's for upload to a workdrive to keep an audit record of completed Job checkout sheets. I do not see download of this file type as an option - any help is appreciated!

      • [Webinar] Zoho Writer for law firms and legal professionals

        Are manual processes slowing down your legal practice? Are you ready to simplify document management and free up more time for your team to focus on what truly matters? Join us on January 16, 2025, for an exclusive Zoho Writer webinar designed specifically

      • Introducing Bin Locations In Zoho Inventory

        Hello users, We are excited to let you know that your wait for the Bin Locations feature has now come to an end! Yes, you heard us right! We are here to introduce the much-awaited Bin Locations now in Zoho Inventory. But before we dive into the feature

      • How to send mail with js SDK

        Hell o I'm using https://live.zwidgets.com/js-sdk/1.2/ZohoEmbededAppSDK.min.js, for my widget in CRM (built with sigma) Is it possible to send email from js file, I try ti use that ZOHO.CRM.API.sendMail({ "Entity": "Accounts", "RecordID": sharedVariableEntityId,

      • Cannot add Zoho Forms link to LinkedIn

        Hello, We have encountered a problem where we are unable to share a Zoho Forms link on LinkedIn. This is what we got from LinkedIN, but we have not heard back from Zoho Support as yet, and we are meanwhile stuck... "It seems the URL does not scrape the

      • Feature request - pin or flag note

        Hi, It would be great if you could either pin or flag one or more notes so that they remain visible when there are a bunch of notes and some get hidden in the list. Sometimes you are looking for a particular name that gets lost in a bunch of less important

      • i keep see there is a connetion issue connecting 3rd party api on zoho when using zia

        hi there , i have set up open ai api to zoho zia (copied and pasted to zoho zia) but I keep getting notificaiton "there is a connetion issue connecting 3rd party api on zoho" when using zia on top when click zia and try to type in word there

      • SendMail in CRM Deluge function rejects a validated email address

        In a CRM Deluge function, the email address is considered invalid. Is there another method by which it can be validated? It's unacceptable in my current situation to use either the zoho.loginuserid or adminuserid as the From address.

      • how do i remove a specific Zoho Service from my account

        I no longer need Zoho CRM, ZRM Assist nor ZRM BugTracker. How do I remove them from the list of apps for my account?

      • Build custom AI solutions with Catalyst’s QuickML capabilities in CRM

        Hello everyone, We’re thrilled to announce an improvement for our Zoho CRM Enterprise users: the ability to create custom AI solutions using Catalyst’s QuickML directly from Zoho CRM. As you may already know, Zia, Zoho CRM’s AI-powered assistant, offers

      • Unveiling Cadences: Redefining CRM interactions with automated sequential follow-ups

        Last modified on 01/04/2024: Cadences is now available for all Zoho CRM users in all data centres (DCs). Note that it was previously an early access feature, available only upon request, and was also known as Cadences Studio. As of April 1, 2024, it's

      • Pay Contractor Timesheets

        I have contractors that fill out a timesheet. Each hour must be assigned to a current client. I need the easiest way to get the contracts paid. They are paid on an hourly bases. How can this be done?

      • Set up slack alert based on a field changing from one option to any other

        Hi, I'm trying to set-up a workflow to send a slack alert if a field changes from one option to any other. I've set-up a workflow to trigger on Edit and when a specific field gets modified but the only option I have 'is modified to' when really it should

      • Better UI more user friendly

        Hello everyone, I think all finance apps, especially Zoho Books, would benefit from the following suggestions/ notes: 1. Grouping Fields in Zoho Books: Unlike Zoho CRM, Zoho Books does not seem to have an option to create sections or group fields. This

      • Chronicles of 2024: The Year in Retrospect

        As we close out 2024, let’s take a moment to highlight the new features and updates that have enhanced Zoho Invoice in 2024. Among the exciting enhancements, we have launched a new AI-powered chatbot designed to assist you in understanding the app's features

      • Power of Automation :: Automatically archive your inactive Projects

        Hello Everyone, A custom function is a software code that can be used to automate a process and this allows you to automate a notification, call a webhook, or perform logic immediately after a workflow rule is triggered. This feature helps to automate

      • 554 5.1.8 Email Outgoing Blocked

        HELP!!!!! My e-mail marymariya@zoho.com is blocked. Error: 554 5.1.8 Email Outgoing Blocked The third day I am writing to the forum, but zohosupport is not responding. Why? What is the problem? I ask to help solve the problem, because I can not communicate with my customer base.

      • Zoho Inventory: Rewinding 2024

      • Custom Modules Now available for Standard and Professional Editions with Expanded Limits across all editions

        #CRM25Q1 Hello Everyone, We are here with an exciting update to Custom Modules in Zoho CRM. Custom modules will now be available to Standard and Professional Edition users, with expanded support across all editions. The standard modules offered in Zoho

      • Assistance with Custom Attendance Report in Zoho People

        Hi, I created a custom report in Zoho People 5.0 to track employee attendance according to our specific needs, as the existing reports do not include all the required details. However, I’ve noticed that the report doesn’t update continuously or on a daily

      • Zoho analyticsでのタブを跨いだ集計

        Zoho analyticsまたはCRMレポートなどを用いて、 見込み客タブと商談タブで共通するユニークキー(リード管理番号)を軸に、「共通選択リスト」で設定した項目別の集計を行うことは可能でしょうか？ ・要望 ①リード管理番号をキーに、見込み客テーブルと商談テーブルを結合したRAWデータを作成したい ②具体的には下記表のように「共通選択リスト」項目(サービス)別のマーケ数値を一表にしたい 　※リード＝見込み客タブ　商談・成約＝商談タブ 　　　　　リード数　商談数　成約数 サービスA　　　10　　　5　　　2

      • Key Highlights of 2024: Recalling a Year of Progress and Advancements!

        As we step into 2025, we’re excited to share the progress and developments we’ve made to simplify and streamline your travel and expense management in the past year. Let’s take a look back at some of the key updates and enhancements that have helped us

      • How to refresh the page by widget in related list?

        Hello, ZOHO.CRM.UI.Popup.closeReload method does the thing I need. But in my case, I'm not using popup. I have a widget in related list and I want to refresh the page when I'm done with it. I searched for it but I wasn't able to find it. Is there an any

      • your phone line in the uk doesnt work i need help now

        i need to speak with customer service urgently

      • Top Menu Disappeared from Blog Page

        Hi, Our top menu disappeared at Blog Posts page. However, it's still visible any other page on the website. I attached two screenshots, so it can be understood clearly. How can we bring back top menu? Thanks, K.

      • Missing phone numbers

        yesterday I have noticed that most contacts' phone numbers are missing. At first I thought it is a synchronisation problem with my Android phone but as I have found later, numbers are missing on Zoho. I have tried to reimport contacts from a backup but

      • Customise 404 page in Zoho Sites 2.0

        Is it possible to customise the 404 page in Zoho Sites 2? You use to create a new 404 page and that became the default 404 page, but this does not seem to work anymore? Any pointers/suggestions/support appreciated :)

      • [Important announcement] Zoho Writer will mandate DKIM configuration for automation users

        Hi all, Effective Dec. 31, 2024, configuring DKIM for From addresses will be mandatory to send emails via Zoho Writer. DKIM configuration allows recipient email servers to identify your emails as valid and not spam. Emails sent from domains without DKIM

      • Create workflow rules based on notes

        Last modified on 17/04/2023: Creating Workflow rules based on notes is now available for all Zoho CRM users in all DCs. Note that it was an early access feature available only upon request. As of April 13, 2023, it is rolled out for al Zoho CRM accounts.

      • Next Page