TikTok, Hubspot Team Up For New B2B LeadGen Push

TikTok, Hubspot Team Up For New B2B LeadGen Push

News by Roberto Orosa
Published: October 27, 2023

HubSpot and TikTok have partnered to revolutionize B2B lead generation by seamlessly integrating TikTok's lead capture into HubSpot's Smart CRM.

This CRM collaboration marks a first for TikTok, merging the influence of short-form mobile video with a leading customer platform to drive business growth. 

The strategic partnership emerges at a time when customers increasingly turn to communities for brand and product discovery, while small-to-medium businesses (SMBs) struggle with escalating customer acquisition costs.

HubSpot's research highlights this challenge, revealing that from 2021 to 2022, 53% of U.S. SMBs witnessed a surge in acquisition costs, with over a third experiencing a 20% or more increase.

TikTok, with its highly engaged user base, offers a standout solution, as more than half of U.S. TikTok users use the platform to discover new brands, and 58% of global users express a readiness to purchase after engaging with a lead generation ad.

By automating the lead capture process on TikTok through a native HubSpot integration, SMBs can harness the advantages of community-driven customer acquisition.

"With this integration, we’re pairing the discoverability of TikTok with the power of HubSpot's customer platform to help more businesses turn tuned-in audiences into high-value customers," Karen Ng, Hubspot SVP of Marketing shared in a press release.

Lorry Destainville, TikTok's Head of Product Partnerships, also expressed excitement about the ongoing partnership. "This is just the beginning of a partnership that we believe will help SMBs succeed now and into the future," she explained.

How Does the Integration Work?

To make the most out of Hubspot's integration, users can: 

  • Connect their TikTok for Business account to HubSpot in real-time
  • Run lead-generating TikTok ads that seamlessly sync leads with HubSpot's Smart CRM
  • Utilize HubSpot's Marketing Hub for personalized cross-channel campaigns, spanning email, paid ads, and SMS, and the new Sales Hub for more intelligent prospecting, lead organization, and deal closure
  • Make the most out of HubSpot's advanced AI-driven reporting for deeper insights and to amplify successful campaigns
Source: TikTok

The TikTok integration for Hubspot will be available to users in the U.S. and Canada and will roll out in other countries in the coming months.

In addition, the social media platform will be giving away $200 in TikTok ad credits to the first 500 advertisers who use Hubspot's CRM with TikTok.

Edited by Nikola Djuric

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