Marketer’s Space - Automating CRM Actions with Journeys - Part 1

Marketer’s Space - Automating CRM Actions with Journeys - Part 1

​
Marketing and sales go hand in hand, yet teams often struggle with inefficiencies in lead management. Leads may go cold due to delayed follow-ups, and valuable prospects might get lost in the shuffle. This is where integrating Zoho CRM with Zoho Marketing Automation (ZMA) comes into play. By utilizing CRM actions in Journeys, businesses can automate lead nurturing, push only engaged leads to sales, and ensure seamless collaboration between the marketing and sales teams. This integration helps marketers target the right prospects at the right time while allowing sales teams to act on high-intent leads without delays.

In this post, we’ll explore how leads that originate in Zoho CRM are nurtured through ZMA before being handed off back to sales.

Syncing Leads from Zoho CRM, Engaging Them, and Automating Sales Follow-Ups

Many businesses capture leads first in Zoho CRM—through website forms, inbound inquiries, or sales outreach. However, not all leads are immediately ready for sales engagement. That’s where marketing steps in, using Zoho Marketing Automation to nurture these leads until they show clear interest. Here’s how you can set up a CRM-integrated Journey to automate this process from start to finish.

Sync Leads from Zoho CRM to Zoho Marketing Automation

To ensure a smooth transition of records between Zoho CRM and ZMA, you first need to sync your CRM leads into Marketing Automation. This allows marketers to send targeted campaigns to the right audience. Ensure all relevant fields (such as Name, Email, Lead Source, and Lead Stage) are mapped properly. Once synced, these leads will now be available in ZMA for segmentation and targeted campaigns.
Setup syncSync Leads from Zoho CRM to Zoho Marketing Automation

Send a Marketing Campaign to Engage CRM Leads

With the leads synced, you can now target them with an email campaign. Let’s say you’re promoting a product demo or a free consultation. You send an email with a call-to-action (CTA) button, inviting leads to learn more.

Create a Journey to Target Interested Leads

Navigate to the Journeys section in Zoho Marketing Automation and create a new Journey. This Journey will track engagement and ensure that interested leads are identified, categorized, and updated in both ZMA and Zoho CRM.
  • Add the Email Action Trigger . Click on “Specific Email” and choose the email campaign.
  • Then select the email action “Specific link clicked” and choose the CTA that you included in the campaign.
  • Specify the exact URL you want to track (e.g., a demo request page, a pricing page, or a consultation booking link).
Email ActionCreate a Journey to target interested leads

Adding this trigger ensures that your Journey only targets leads who have shown clear intent by clicking on your email’s CTA. This helps you:
  • Identify engaged leads who are actively interested in your offering.
  • Filter out unresponsive leads, allowing marketing and sales teams to focus their efforts on high-potential prospects.
  • Automate lead qualification without manual tracking.
Once a lead clicks on the CTA, they enter the Journey, signaling that they are engaged and should be prioritized for further marketing and sales efforts.

Update the Lead Stage in Zoho Marketing Automation

Now that the lead has clicked on the CTA and entered the Journey, the next step is to update their lead stage to reflect this new level of engagement.
  • Add the Update Lead Stage action component right after the Email Action Trigger.
  • Configure it to move these contacts to the “Marketing Engaged” stage in ZMA.
Update lead stageUpdate the Lead Stage in Zoho Marketing Automation

By moving them to the Marketing Engaged stage, you’re ensuring that these leads are recognized as actively interested, making it easier to track their Journey through your funnel.

Push the Updated Lead Data to Zoho CRM

At this stage, the lead stage has been updated in Zoho Marketing Automation, but we also need to reflect these changes in Zoho CRM. Since both platforms need to have the latest details, we now push the updated lead information back to Zoho CRM.
  • Add the Push Data to CRM action component after the Update Lead Stage action.
  • Configure it to push the lead’s latest details into the Leads module in Zoho CRM.
  • Ensure that all relevant fields are mapped correctly.
CRM push dataPush the Updated Lead Data to Zoho CRM

Keeping Zoho CRM up to date is critical for sales teams, as it ensures they are always working with the latest information.
At this point, your Journey has:
  • Tracked engaged leads through the Email Action Trigger.
  • Updated the lead stage in ZMA to “Marketing Engaged.”
  • Pushed the updated lead data back to Zoho CRM.
With these foundational steps in place, you are now ready to take the next action—automating deal creation and assigning follow-up tasks to the sales team.

Create a Deal for the Interested Lead

At this stage, the lead has shown interest, so we should automatically create a deal in Zoho CRM.
  • Add the Create Deal CRM Action Component and configure the deal name, due date, stage, amount, and deal assignment.
  • You can also map fields at this stage.
CRM Create dealCreate a deal for the interested lead

Create a Task for Follow-Up

The final step is to ensure a salesperson takes action on the newly created deal.
  • Add the Create Task CRM Action Component.
  • Configure the CRM module, subject and description, due date, priority, status, and assign the task to the deal owner in CRM.
CRM Create taskCreate a task for follow-up

After this, you can connect the components to ensure a seamless flow.


This setup ensures that leads are not just nurtured, but also seamlessly handed off to sales when they show interest. The sales team receives up-to-date CRM records, active deals, and clear follow-up tasks, increasing their chances of closing the deal faster.

Why This Matters for Businesses

By using Zoho CRM and ZMA together, marketing and sales teams need not waste time on cold outreach, and can focus on high-intent leads.
For businesses, this means:
  • Higher revenue by focusing only on engaged leads.
  • Stronger collaboration between marketing and sales.
  • Better customer experience with timely follow-ups.
This is just one of the many ways you can use Zoho CRM actions in ZMA Journeys to refine your lead management process and ensure that only high-intent prospects reach your sales team. In the next post, we’ll explore another powerful use case—how to handle leads that originate in ZMA and transition them seamlessly into Zoho CRM for sales follow-up. Stay tuned for part two, and until then, happy marketing!

Regards,
Pearlin Nitika
User education | Zoho Marketing Automation

    • Recent Topics

    • Email Field Validation Incorrectly Rejects RFC-Compliant Addresses (Forward Slashes)

      I've encountered a validation issue with Zoho Creator's Email field that rejects RFC-compliant email addresses containing forward slashes, and I'm hoping the Zoho team can address this in a future update. The Issue When entering an email address containing

    • Call result pop up on call when call ends

      I’d like to be able to create a pop up that appears after a call has finished that allows me to select the Call Result. I'm using RingCentral. I have seen from a previous, now locked, thread on Zoho Cares that this capability has been implemented, but

    • ZOHO.CRM.UI.Record.open not working properly

      I have a Zoho CRM Widget and in it I have a block where it will open the blocks Meeting like below block.addEventListener("click", () => { ZOHO.CRM.UI.Record.open({ Entity: "Events", RecordID: meeting.id }).catch(err => { console.error("Open record failed:",

    • ZOHO.CRM.UI.Record.open not working properly

      I have a Zoho CRM Widget and in it I have a block where it will open the blocks Meeting like below block.addEventListener("click", () => { ZOHO.CRM.UI.Record.open({ Entity: "Events", RecordID: meeting.id }).catch(err => { console.error("Open record failed:",

    • Payment system for donations management

      I manage an organization where we receive donations from payers. Hence, there is no need to first create invoices and then create payments received against the invoices. What are the recommended best practices to do this in ZohoBooks?

    • Recording the deducted TDS on advance received from Customer (Zoho Books India)

      Hi, How can we record the tds that has been deducted by my customer for the advance that he has paid to me. 1) My customer has paid Rs 10000 to me as advance (Rs 9800 as cash and deducted Rs 200 as TDS). I am not able to record the tds that has been deducted

    • Changing Account Type in Chart of Accounts

      Does anyone know how to change/edit the account type for an Account name in Chart of Accounts. Zoho will not let me do this for some reason

    • Bulk bank rule creatioin

      Hi team, I am exploring Option to create a multiple bank rule. Could please suggest the option to implement this?

    • The Social Wall: January 2026

      Hello everyone, We’re back with the first edition of The Social Wall of 2026. There’s a lot planned for the year ahead, and we’re starting with a few useful features and improvements released in January to help you get started. Create a GBP in Social

    • Zoho books aide

      Bonjour, je rencontre un problème avec Zoho Books. J’ai effectué une demande de support via l’interface prévue à cet effet, mais je n’ai jamais de retour. Je ne reçois ni email de confirmation, ni information concernant la prise en charge de ma demande,

    • Smart Data, Smarter Contracts — Ensuring Consistency Between Metadata and Documents

      In contract management, data accuracy is not just a nice-to-have—it is essential. A single mismatch between what your system shows and what is written in the contract can ripple into approval delays, compliance risks, and broken trust in your data. Imagine

    • Join Zoho Meeting only via Web browser and not with Zoho Meeting App

      Dear Zoho team, according to the documentation [1], Zoho Meeting only offers web view for Chrome and Firefox on a desktop. For other browsers and devices, participants can only join a Zoho Meaning with the Zoho Meeting App installed. This is a big hurdle

    • CRM gets location smart with the all new Map View: visualize records, locate records within any radius, and more

      Hello all, We've introduced a new way to work with location data in Zoho CRM: the Map View. Instead of scrolling through endless lists, your records now appear as pins on a map. Built on top of the all-new address field and powered by Mappls (MapMyIndia),

    • Move email between inboxes?

      Is it possible to move emails from one team inbox to another? We would like to be able to have a single "catch-all" inbox for incoming requests, and then move the email to the appropriate department inbox. I was hoping we would be able to accomplish this

    • Updating records through Zoho Sheets View doesn't update timeline or trigger workflow rules

      I have noticed that when i update a series of record with the zoho sheets view (see here http://d.pr/i/ahnR) it doesn't update timeline history or trigger workflow rules. I am using it in the Deals module. Looking forward for some more info. Denis

    • Manage control over Microsoft Office 365 integrations with profile-based sync permissions

      Greetings all, Previously, all users in Zoho CRM had access to enable Microsoft integrations (Calendar, Contacts, and Tasks) in their accounts, regardless of their profile type. Users with administrator profiles can now manage profile-based permissions

    • inability to use different primary address on invoice per location

      my company operates in two different locations with different email address. The problems then is the inability to edit the primary to suite the invoice for the second location.

    • AI Search and Record Retrieval Inside Zoho Creator – Is This Possible?

      Is it possible to integrate an AI assistant into Zoho Creator that can intelligently search, retrieve, and analyze records within the application’s forms and reports? Can AI access and query existing Creator data securely using Deluge or APIs to provide

    • Rename Service Report

      Some of our customers are requesting the name of the service report PDF to be in a specific format, for example, instead of REP-001.PDF some are requesting to include their name like customername.pdf. is that possible?

    • AI Search and Record Retrieval Inside Zoho Creator – Is This Possible?

      Is it possible to integrate an AI assistant into Zoho Creator that can intelligently search, retrieve, and analyze records within the application’s forms and reports? Can AI access and query existing Creator data securely using Deluge or APIs to provide

    • Scheduled AU Data Center Database Version Upgrade for Zoho Forms

      Dear Zoho Forms' users, We would like to update you on a scheduled AU Data Center database version upgrade for Zoho Forms. Find the schedule below: Migration window: Sunday, 22nd February 2026 12.00 AM to 12.30 AM AEDT This migration is a part of our

    • Cannot get code to work with v2.mergeAndStore!

      Please can someone help me pass subform items into a repeating mail merge table row using v2.mergeAndStore? I have a mail merge template created in Writer and stored in Workdrive. This template is referenced by a custom CRM function which merges all of

    • Hotmail is blocking the zoho mail IP

      Greetings, Since last Tuesday (5 days ago today) I wrote to Zoho support and I still haven't received a single response (Ticket ID: 2056917). Is this how you treat people who pay for your email service? I am making this public so that those who want to

    • Zoho Bookings and Survey Integration through Flow

      I am trying to set up flows where once an appointment is marked as completed in Zoho Bookings, the applicable survey form would be sent to the customer. Problem is, I cannot customise flows wherein if Consultation A is completed, Survey Form A would be

    • Zoho CRM Community Digest - December 2025 | Part 2

      Hello Everyone! During the final weeks of December, Zoho CRM introduced updates that not only enhanced product capabilities but also offered deeper guidance through Kaizen posts. This section highlights what was released and shared in the last two weeks

    • CRUD actions for Resources via API

      Hello, is it possible to perform CRUD actions through the API for Resources? We want to create a sync from Zoho CRM Car record to Bookings resources to create availabilities for Car bookings. For Test drives, not only the sales person needs to be available,

    • Kaizen #186 : Client Script Support for Subforms

      Hello everyone! Welcome back to another exciting Kaizen post on Client Script! In this edition, we’re taking a closer look at Client Script Support for Subforms with the help of the following scenario. " Zylker, a manufacturing company, uses the "Orders"

    • Unable to Assign Multiple Categories to a Single Product in Zoho Commerce

      Hello Zoho Commerce Support Team, I am facing an issue while assigning categories to products in Zoho Commerce. I want to assign multiple categories to a single product, but in the Item edit page, the Category field allows selecting only one category

    • オンライン勉強会のお知らせ Zoho ワークアウト （2/19 参加無料）

      ユーザーの皆さま、こんにちは。コミュニティチームの中野です。 2月開催のZoho ワークアウトについてお知らせします。 今回はZoomにて、オンライン開催します。 ▶︎参加登録はこちら（無料） https://us02web.zoom.us/meeting/register/6AyVUxp6QDmMQiDGXGkxPA ━━━━━━━━━━━━━━━━━━━━━━━━ Zoho ワークアウトとは？ Zoho ユーザー同士で交流しながら、サービスに関する疑問や不明点の解消を目指すイベント「Zoho

    • doubts about customer happiness in zoho desk

      Good afternoon, Desk community. The reason for my message is that I have a question regarding the customer satisfaction surveys we can ask our clients to rate our service. I know that in Desk, you can activate Customer Happiness to send a survey to the

    • COQL API in JS Widget only pulling 200 records

      Hello! We've been building a custom homepage widget using the Zoho JS SDK, and it seems that this https://help.zwidgets.com/help/latest/ZOHO.CRM.API.html#.coql only allows 200 records. I thought the limit was 2000 for COQL queries, but am I mistaken?

    • Standard Description Field - Can I change label or add dd tooltip

      Is there a way fo you guys to allow the customer to change the label name for the description field in the customer portal when submitting tickets. Or at least allow us to add a tooltip to clarify what description we need from them. I know I can create my own separate multi line description field but if I do that, it doesn't have the nice toolbar with Bold, Italic, Underline, color, font, indent, etc. Can you please allow us to add a tooltip to the zoho standard description field?

    • Introducing parent-child ticketing in Zoho Desk [Early access]

      Hello Zoho Desk users! We have introduced the parent-child ticketing system to help customer service teams ensure efficient resolution of issues involving multiple, related tickets. You can now combine repetitive and interconnected tickets into parent-child

    • Ability to CC on a mass email

      Ability to CC someone on a mass email.

    • Different Task Layouts for Subtasks

      I was wondering how it would be possible for a subtask to have a different task layout to the parent task.

    • Compensation | Salary Packages - Hourly Wage Needed

      The US Bureau of Labor Statistics says 55.7% of all workers in the US are paid by the hour. I don't know how that compares to the rest of the world, but I would think that this alone would justify the need for having an hourly-based salary package option.

    • Customizing Helpcenter texts

      I’m customizing the Zoho Desk Help Center and I’d like to change the wording of the standard widgets – for example, the text in the “Submit Ticket” banner that appears in the footer, or other built-in widget labels and messages. So far, I haven’t found

    • Ability to Edit Ticket Subject when Splitting a Ticket

      Often someone will make an additional or new request within an existing ticket that requires we split the ticket. The annoying part is that the new ticket maintains the subject of the original ticket after the split so when the new ticket email notification

    • Automatically Update Form Attachment Service with Newly added Fields

      Hi, When I have a Form Setup and connected to a 3rd Party Service such as OneDrive for Form Attachments, when I later add a new Upload Field I have to remove and redo the entire 3rd Party Setup from scratch. This needs to be improved, such as when new

    • 🚀 WorkDrive 6.0 (Phase 1): Empowering Teams with Content Intelligence, Automation, Accessibility, and Control

      Hello, everyone! WorkDrive continues to evolve from a robust file management solution into an intelligent, secure, and connected content collaboration platform for modern businesses. Our goal remains unchanged: to simplify teamwork, strengthen data security,

    • Next Page