The challenge
Marketing exported a list from CRM, uploaded it to the campaign tool, and sent. By the third send the list was stale and existing customers were receiving acquisition emails.
Objectives
- Keep campaign audiences in sync with CRM state
- Suppress existing customers automatically
- Attribute campaign engagement back to the deal
- End the export-and-upload cycle
What we built
Live segment sync between CRM and Campaigns with suppression rules, and engagement written back to the CRM record so sales can see what a prospect has opened.
Technology
Deluge · Zoho Campaigns · Zoho CRM
How it was delivered
- Dynamic segments defined in CRM rather than exported
- Suppression rules for existing and in-progress customers
- Engagement events written back to the CRM timeline
- Unsubscribe state respected across both systems
Outcomes
- Existing customers stopped receiving acquisition emails
- Sales can see what a prospect engaged with
- The export-and-upload cycle disappeared