CRM Integration—Using Deal and Account Properties for Smarter Segmentation and Lists

CRM Integration—Using Deal and Account Properties for Smarter Segmentation and Lists


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

What are lists and segments?

Lists and segments are groups created by separating contacts using filters and properties, helping you target specific audiences. Later, you can use these groups for sending tailored campaigns. Let’s look at the differences between the two.

Lists are static groups of contacts, ideal for one-time targeting. There are multiple ways to add contacts to a list: manually add single contacts, upload from your computer, import from the cloud, or build a list based on specific criteria. In this post, we’ll focus on creating lists with the criteria builder to target contacts synced from Zoho CRM using deal and account properties.
Segments, on the other hand, are dynamic. When you set criteria for a segment, it not only pulls in existing contacts but also automatically adds new contacts who meet the criteria as they’re created. This adaptability makes segments an important tool for refining target groups based on new data that is synced from Zoho CRM.

Using Deal and Account-Based Properties to Create Lists and Segments

For marketers, the ability to create lists and segments based on deal and account properties offers a big advantage. These properties can be used to understand each contact’s journey, helping you create segments and lists that are far more personalized and relevant. For instance, knowing a contact’s deal stage allows you to target customers who are close to conversion, while account-based insights help identify high-value clients or specific business types for exclusive campaigns.
This approach ensures each campaign resonates with its intended audience, improving engagement rates and results. By combining lists and segments with deal and account data, marketers can achieve better targeting, optimize their reach, and ensure greater impact through precision-crafted campaigns.

Available properties for segmentation and lists

With CRM integration, you can leverage an array of properties to enhance your segments and lists. We will be focusing on the Deal and Account based properties that will be available in Zoho Marketing Automation (ZMA) when integrated with Zoho CRM. Even custom deal fields that you’ve created in Zoho CRM can be synced and used as properties in Zoho Marketing Automation.
For example, if you have a custom deal field in Zoho CRM for a product interest category, such as “Winter Apparel” or “Office Supplies,” this data can be synced to ZMA and used to separate your audience based on their specific product interests. You can map these fields to existing fields in ZMA or create new ones, ensuring your data types are aligned for smooth syncing. These custom fields can also be used in other areas, like journeys, for even greater personalization and strategic targeting

The following are the Deal and Account-based properties available in Zoho Marketing Automation.

Deal properties: Number of associated deals, Deal name, Deal amount, Deal closing date, Deal type, Deal stage, Deal closing probability, Deal owner, Deal source, First closed-won deal size, Latest closed-won deal size, First deal closed-won date, Latest deal closed-won date, Days to close first deal, Days to close latest deal


Account properties: Account type, Account name, Account owner


Additionally, if you have synced custom modules from Zoho CRM, these fields will also be accessible for segmenting or creating Lists. You can map these fields to existing fields in Zoho Marketing Automation (ZMA) or create new ones, ensuring both fields are aligned in terms of data type for a smooth sync.

Here’s an in-depth look at each deal and account-based property, with a focus on marketing, so you can use them to enhance your campaign targeting.

Number of Associated Deals

The Number of Associated Deals reveals how many times a contact has entered the sales process, providing marketers with a snapshot of their engagement frequency. A higher number of associated deals can signal consistent interest or frequent interactions, making these contacts ideal for targeted campaigns that acknowledge their active relationship with the brand. Conversely, a lower number may suggest limited engagement, allowing marketers to create specialized outreach strategies to re-engage these contacts and encourage further interest.

Deal Name

The Deal Name is an identifier for a specific sales opportunity, making it especially useful when you want to target a group of contacts involved in that deal. Whether for follow-up campaigns or personalized content, deal names help you tailor your messaging to resonate with a specific transaction. You can further refine this audience by layering in additional properties, allowing for even more precise targeting.

Deal Amount

The Deal Amount reflects the monetary value of each sale, giving marketers insight into spending behavior. Higher deal amounts can indicate top-spending customers who may respond well to premium offerings or early access to new collections. For those with lower deal amounts, marketers can create entry-level or bundle promotions to increase the transaction size and overall engagement.

Deal Closing Date

The Deal Closing Date marks when a sale is officially completed. Marketers can use this date to time follow-up campaigns, loyalty offers, or re-engagement efforts right after a purchase. For instance, if a deal closes at the end of a season, marketers might schedule a campaign offering styling tips or promoting related products shortly afterward.

Deal Type

The Deal Type categorizes sales as new, renewal, or other types. For marketers, this distinction is essential: New customers may need welcome campaigns and product education, while renewal customers may benefit from personalized loyalty offers or an anniversary email celebrating their continued business.

Deal Stage

The Deal Stage reflects the current phase of a deal in the pipeline, such as “Closed Won.” Deals marked as “Closed Won” indicate conversion, meaning they’re ready for upselling or cross-selling campaigns. Those in earlier stages could benefit from targeted nurturing campaigns or exclusive trial offers.

Deal Closing Probability

The Deal Closing Probability is an estimate of how likely a deal is to close. High-probability deals are prime targets for last-minute offers or personalized nudges to finalize the sale. For lower probabilities, marketers might create trust-building content or incentives to increase commitment.

Deal Owner

The Deal Owner is the salesperson or team member managing a deal. Knowing the deal owner can help marketers collaborate directly with sales, ensuring campaigns align with the account manager’s strategies and provide cohesive, personalized follow-up content to the customer.

Deal Source

The Deal Source pinpoints where the sales opportunity originated, whether through an ad campaign, referral, or direct inquiry. This information is important for marketers in tailoring campaign messaging to align with each source. For instance, if a deal came from a social media campaign, you can send follow-up content that resonates with that platform’s tone, or, if it originated from a referral, you might craft a campaign that highlights customer stories or testimonials, making the messaging more relevant to the audience’s initial touchpoint.

First Closed-Won Deal Size

The First Closed-Won Deal Size shows the value of the first purchase made by a contact. This metric can highlight high-value customers from the start, who are ideal for loyalty or retention campaigns. By identifying customers who initially made large purchases, marketers can develop early VIP programs or personalized offers to encourage long-term commitment.

Latest Closed-Won Deal Size

This metric shows the value of the most recent deal successfully closed. For marketers, this is key to tracking trends in customer spending over time. If a customer’s latest deal size has increased, it might signal their openness to higher-end products or premium services. A decline might call for a personalized offer to re-engage them.

First Deal Closed-Won Date

The First Deal Closed-Won Date is the date of the first successful purchase, which can be used to trigger anniversary campaigns or loyalty rewards. By celebrating the relationship’s start date, marketers can create an emotional connection and encourage continued engagement.

Latest Deal Closed-Won Date

This metric marks the date of the most recent closed-won deal, ideal for timing re-engagement or upsell campaigns while the customer relationship is still fresh. If it’s been a while since this date, a “we miss you” email with a special offer could reignite interest.

Days to Close First Deal

This property indicates how long it took to convert the initial sale. For marketers, a shorter time frame can highlight contacts with a quick decision-making process, ideal for direct offers and fast-paced campaigns. Longer time frames may call for nurturing campaigns that offer product comparisons, testimonials, or personalized recommendations to build confidence and support future buying decisions.

Days to Close Latest Deal

This metric shows how many days it took to close the most recent deal. A decrease in time to close can mean increased trust or interest, which marketers can leverage with ongoing offers. An increase might signal hesitation, suggesting that content aimed at addressing potential concerns could be effective.

Account Type

The Account Type helps classify an account based on its relationship with the business, such as a current customer, partner, or prospect. For marketers, this information is essential for creating tailored campaigns. Prospects can be nurtured through introductory campaigns, while current customers may benefit from loyalty rewards.

Account Name

The Account Name represents the official name of a company or organization. This allows for customized communication and helps maintain consistent messaging across departments, providing a more cohesive brand experience.

Account Owner

The Account Owner is the person responsible for managing a specific account. Knowing the account owner allows marketers to collaborate on messaging, timing, and tone, ensuring that outreach is consistent with the account manager’s strategy.

Each of these properties enables marketers to tailor their outreach, deliver campaigns that resonate, and nurture relationships at every stage of the customer's journey. By integrating Zoho CRM and using deal and account properties to create lists and segments, marketers can access precise data to craft relevant and impactful campaigns. These enhanced capabilities allow you to engage your audience,nurture leads with personalized interactions, and drive impressive results across your marketing efforts. We’ll be diving into more powerful features unlocked through Zoho CRM integration, so stay tuned to this space—and happy marketing!

Regards,
Pearlin Nitika
User education | Zoho Marketing Automation

    • Recent Topics

    • Important! ZipRecruiter Sponsored Posting Plan Changes in Zoho Recruit

      Greetings, We’re reaching out to inform you about an important upcoming change to the ZipRecruiter Sponsored job board integration within Zoho Recruit. What’s Changing? Starting June 1, 2025, Zoho Recruit will be updated with ZipRecruiter's latest pricing

    • How can I use the API to add a drop-shipping address to a sales order for one-time use?

      I need to be able to add a drop-shipping address for one-time use to a sales order via the API. Adding every such address to the contact (customer), then feeding the shippingaddress_id into the sales order, is not an acceptable approach; we have some

    • Mass Print Attachments from Selected Records in Custom Module

      Dear Zoho CRM Team, We’d like to request a feature enhancement regarding the handling of attachments. Use Case: We have a custom module that stores invoices uploaded by our affiliates. Currently, we need to open each record individually to print these

    • how to integrate zoho bigin to wordpress website ?

      hello , i want to integrate zoho bigin to wordpress webiste , can anyone help me with the tutorial ?

    • Surely it's time Inline editing from views

      I think the first request I found for in-line editing from grids was approximately 12 years ago - that post was locked because it was suggested Zoho sheetview solved the problem. However, it's now 2024, and in-line editing from grids is just a basic expectation.

    • Issue with POST request creating Calls in CRM

      Hello, I am in the middle of integrating some 3rd party Call center API with Zoho CRM and going through our logs I see some discrepencies. We sometimes get an error: {"data":[{"code":"INVALID_DATA","details":{"api_name":"Call_Duration","json_path":"$.data[0].Call_Duration"},"message":"Please

    • Session "Ask Me Anything" Zoho France - Le 26 Juin 2025 14h à 17h (en Français

      Chers Utilisateurs, Vous cherchez à mieux comprendre Zoho CRM ou Zoho Desk ? Nos experts seront disponibles pour répondre à toutes vos questions lors de notre session Ask Me Anything. Rejoignez-nous ici pour en discuter en ligne. Pendant trois heures,

    • only lastname as index(?) field in custom module

      Hello, I have a small problem. I have created a custom module. The data records are only labeled with the last names. Also in the lookup etc.... It's stupid if you have different first names with the same surname. Then I only ever see the surname. In

    • Canvas View - Print

      What is the best way to accomplish a print to PDF of the canvas view?

    • How to read content out of File (Excel, Zoho Sheet, CSV) and iterate through rows

      Hello, I'd like to be able to iterate through all the rows in a CSV or Excel/Zoho Sheet file to perform actions on them. How is this possible in Flow? Thanks in advance! Best regards, Sven

    • Import CSV file into Zoho CRM using Zoho Flow?

      Is there a way to automate the import of contacts from Zoho Flow to Zoho CRM? I have a csv file on a remote server that I would like to pull off and import/update on a schedule.  I know you can do it with Zapier but I would like to stay within the Zoho

    • Domain Change from apkbark.com to apkbark.io – Do I Need to Setup Zoho Mail Again?

      I recently migrated my website from the old domain https://apkbark.com to the new domain https://apkbark.io. The Zoho Mail setup was previously configured and working perfectly on the old domain. Now I would like to know: Will my Zoho Mail setup automatically

    • TDS Filing

      Is there any option for automatic 26Q and 24Q filing in Zoho books. Even Tally has this option. Why don't Zoho has this ? Is there any customisation available for this ?

    • In the Blue Print Transition requirement received it will show 8 check field in pop up if they any one of this field then only move to next stage Ist quote

      In the Blue Print Transition requirement received it will show 8 check field in pop up if they any one of this field then only move to next stage Ist quote Pls help how i fix this

    • Sorry to inform you that currently we cannot access the subform fields through writer deluge (zoho.writer.mergeAndSend).

      This is the premium support answer from zoho. It means we cannot merge and send thru deluge related records (sub forms) items... Has anybody suffered from the same ordeal ? DO you have a workaround ? If not can you vote for this feature to be added to

    • Quotes

      Has anyone figured out how to automatically upload a quote that was signed via Zoho Sign and insert it directly to that leads file and push it through the pipeline to proposal signed status?

    • I wan to schedule a meeting report From previous Thursday to this thursday of this week on Every 6 pm want to recive this report in zoho CRM

      I wan to schedule a meeting report From previous Thursday to this thursday of this week on Every 6 pm want to recive this report in zoho CRM. How I Can achive this in Zoho CRM.

    • Importing a contact with a linked product

      Hi, I'm trying to import my contacts from an excel spreadsheet and each of those contacts have fields that relate to products. Is there a way that I can import the contact with their linked product? Some of the contacts in my spreadsheet have multiple

    • CRM - Workflow Rules to be applied and work across modules

      Hello, It seems that you can't use workflow rules in CRM to work across modules, is this correct? I need a customer account status to be changed IF there have been no new deals or new quotes in the last 6 months. I can't see this is possible? I can create

    • Auto assign account owner

      hi, i need to auto assign leads and accounts to an owner by rules. i have created all the territories i need, and all territories have their owner. but when i want to auto assign a new or an existing account to a user by the rules of territories, only

    • How do I enter phone extensions?

      How do I add a phone extension correctly so that when I dial the main number it will pause and dial the extension of the contact I want to talk to Greg

    • How do you make tabs and place certain leads in them?

      I am trying to figure out how to make a tab for my Florida contacts, California contacts and New York contacts. I make a new view named "Florida Leads" but when I click on it, ALL of my leads pop up in the same view... Is there a way to move leads into different categories? Thanks, Wayne

    • Boolean Fields in Mail Merge Displaying as Checkmarks

      I'm really liking the new mail merge functionality. It's replaced the Zoho Sign extension for us. One problem I've seen is that boolean operators (i.e. Checkbox fields) in CRM merge as "True" or "False". This looks a little ugly in my final document —

    • 5名限定 課題解決型ワークショップイベント Zoho ワークアウト開催のお知らせ(7/24)

      ユーザーの皆さま、こんにちは。Zoho ユーザーコミュニティチームの藤澤です。 7月開催のZoho ワークアウトについてお知らせします。 2ヶ月ぶりに、渋谷にて「リアル開催」します！ ▷▷詳細はこちら：https://www.zohomeetups.com/20250724Zoho ━━━━━━━━━━━━━━━━━━━━━━━━ 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的とした「Zoho ワークアウト」を開催します。 Zoho サービスで完了させたい設定やカスタマイズ、環境の整備など……各自で決めた目標達成に向け、

    • Web to lead form not working

      I am starting to use this Zoho product (3 users for free) to see if it really does what it should prior to making a purchase decision. One of the important parts of the ZOHO CRM is the ability to create a web form that auto generates a lead. We have set

    • Is this a valid email from Zoho or a scam?

      Hi, I received an email advising me to update MX records for Zoho mail. Is it legitimate? Thanks, Nelson. Dear Admin, You may know that your domain (eg, yourcompany.com) has an MX record that points to an email server configured to process email for your domain. We have noticed that some of our customers have used Zoho IP address (instead of DNS server name) in their MX records to specify the mail server. This is NOT recommended practice. Vendors will sometimes change IP addresses for number of valid

    • Updating task using excel file

      Hi, Is there a way to update existing tasks using excel file import?  Thanks

    • Search on Postcode criteria not working properly

      Hi there, I used to be able to do an advanced candidate search on 'Postcode starts with' and then enter the first two letters of the UK postcode.  So if I used CH then it would bring back candidates in CH1, CH2, CH3 etc.  This seems to have changed in the last week so that it now only brings back postcodes that exactly match CH only.  I tend to use this search criteria extensively so need a fix for it asap please.

    • Quotes vs Invoices vs Sales Orders

      We have the need to create either quotes, invoices or sales orders for services we provide to clients for our sales team to present to them.  However, we are confused in the purpose of each and which we should choose.  Could someone explain the difference in them? Also, with these, we will have setup costs for our clients and then fixed monthly costs.  For instance, we have services that are one-time services at $997 and then we have others that are monthly only ($250 per month).  In addition, we

    • Tip 14: How to iterate a set of Deluge code a specific number of times.

      Hello folks, As you might already know, recursive functions are used to perform a particular action a specific number of times. We had explained this in detail in our Tip #2. Similarly, there is another way in which you can iterate a set of Deluge code 'n' number of times. All you need to do is to create a List and use the For each index task to iterate it for a specific number of times.    Here are a few use cases where this would be useful to you:  To create 'n' number of duplicate records for

    • Is it possible to register webhooks in Zoho CRM using API?

      Hello, I am trying to register a webhook in Zoho CRM programmatically (using the API). Specifically, I want to register a webhook that is fired when new Contacts are created in the CRM. I was able to setup a webhook using the UI, by creating a rule that

    • Can't set conditional layout rule on lookup field in Zoho CRM

      Namaskaram Zoho CRM team,      Usually any fields of module except mandatory fields can be hide using conditional layout rules.  But that can't be set on lookup fields event that is not a mandatory fields.  Many users are in need of that.   Crafted with

    • Restrict Zoho One Account Notifications to Admins

      Hi Zoho One Team, I hope you're doing well. We recently noticed that end users are receiving administrative pop-ups in Zoho One, such as the DKIM configuration notice (screenshot attached). This type of notification is only relevant to administrators

    • Online Calculator

      Created a public shipping volume calculator for my website visitors to use. its pretty cool when you combine the power of zoho sheets and the web experience. I chose zoho because our users dont need to login or created acct like google doc users. this is great because ppl will accept the technology more without resistance. you can see the online calculator here: hxxp://www.dblusa.com/dbl_calculator.php peace! RSA

    • All about Users in Zoho Projects

      To form a functional team, businesses should define different types of users in their team. Businesses can be effectively managed by inviting users to various roles. And, the person who has the administration privileges can invite or add users to various roles in the project. Two types of users Before going into the steps to add users to your portal or project, let's understand the different types of users:  Portal Users - Users who work for the projects in your team.                      ~ Portal

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

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

    • Zoho Projects API 100 requests/2 min. Limit

      Hi Requesting clarification on the API documentation. "You can invoke or call an API for 100 times in a span of two minutes. If you invoke more than 100 times, the particular API request will be locked for the next 30 minutes. " Does this limit apply

    • Customer address in Zoho Bookings

      Hello,  Is it possible to add customer address information to the Zoho bookings appointment screen? Or have it pull that information automatically from the CRM? We are wanting to use this as a field management software but it is difficult to pull the address from multiple sources when it would be ideal to have a clickable address on the appointment screen that opens up the user's maps.  It would also be advantageous for the "list view" to show appointment times instead of just duration and booking

    • Calendar Connection Enhancement

      Hello everyone, Greetings from the Bookings team. We're here to announce an important Calendar enhancement that will roll out soon. Let's take a look at what's being changed. Improved and more straightforward UI The Calendars UI is undergoing a complete

    • Bookings to CRM - New Events and Contacts

      Hello, I have an issue with appointments taken by clients from a Zoho Bookings page. Previously when an appointment was reserved, if there were no client created in Zoho CRM, it would create it in the CRM through the integration between both platform.

    • Next Page