2025 Case Study: Real-Time Contact Segmentation Using Engagement Automation in Zoho CRM

A global fintech company, AtlasFX, helps enterprise clients manage foreign exchange and commodity risk turned to us to improve visibility into contact engagement. Known for integrating AI-driven risk analytics with treasury systems, the client needed a more intelligent, automated approach to segmenting and prioritizing its CRM database to support marketing and sales initiatives.

We designed a scalable solution in Zoho CRM that dynamically updates each contact’s engagement status based on real-time activity across multiple touchpoints, including email, website visits, and campaign interactions.

The Challenge

With a growing number of global contacts and a multi-channel marketing strategy, the client needed a reliable way to track each contact's engagement in real time. Their existing process lacked centralized insight into behavioral data, making it difficult to:

• Prioritize outreach based on actual engagement

• Understand which contacts were warming up or going cold

• Align sales and marketing teams around shared definitions of lead quality

• Track how contact behavior evolved over time

They wanted a dynamic segmentation model that was automated, flexible, and easy to report on.

Our Solution

We implemented a real-time segmentation system in Zoho CRM that automatically classifies contacts into four categories — New, Cold, Warm, and Hot — based on custom logic tied to engagement data and scoring models.

Key Features Implemented

Centralized Engagement Tracking
We created new fields in CRM to track the latest activity from multiple sources:

• Last email opened

• Last email clicked

• Last website visit

• Last Engagement Date (calculated dynamically as the most recent of all activity)

Engagement Scoring System
Using Zoho CRM's scoring rules, we developed a weighted engagement score based on clicks, opens, and other touchpoints to measure how actively a contact was interacting with the brand.

Automated Bucketing Logic
A custom picklist field was created to reflect the contact’s current engagement tier. This field was automatically updated via a workflow based on defined logic. For example:

• Hot: Score above 100 and engagement in the last 30 days

• Warm: Score between 99-75 with recent activity

• Cold: Score below 74 or no recent engagement

• New: Recently added records with no interactions yet

We also enabled history tracking for this field to allow the client to observe movement between engagement levels over time.

Results

The system provided a real-time, always-accurate view of the client’s database health and lead readiness:

• Improved segmentation accuracy with engagement-driven logic

• Eliminated manual list management, saving time and reducing errors

• Empowered marketing and sales teams with shared visibility into who’s engaged and when

• Provided reporting and trend analysis through field history tracking and dashboards

Why It Matters

In high-trust, high-value markets like financial technology, timing and relevance are everything. By automating engagement tracking and segmentation, this solution gave the client the clarity and control they needed to drive more meaningful conversations and eliminate wasted effort.

Want to Bring Smarter Segmentation to Your CRM?

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