HubSpot, TikTok Team Up for CRM Leads on Social Media

The new partnership expands customer leads for SMEs using TikTok's world-first social media platform

CRMLatest News

Published: October 27, 2023

Demond Cureton

Demond Cureton

HubSpot and social media behemoth TikTok have teamed up to facilitate community-based customer acquisitions for the world’s business-to-business brands.

With the new integration, people can easily find and capture TikTok leads right from the HubSpot Smart CRM system.

Currently, it’s the “first-ever” CRM partnership to support TikTok lead generation, allowing businesses to benefit and profit from the new tool.

The new CRM partnership also merges functionality between platforms for the world’s leading customer and the world’s largest short-form video content.

Using the platform’s no-code integration interface, HubSpot clients can leverage TikTok’s immense social media reach to boost their lead generation capabilities significantly. This also centralizes all prospective leads into a single platform to unlock HubSpot’s CRM platform.

Smart CRM powers the customer platform by uniting all data points from customer-facing operations. This leads to a consistent customer experience, actionable insights, smart workflows, contextual analytics, and enhanced customization for advertisement campaigns.

These include the following integration tools:

  • Deploying lead-generating advertisements across TikTok, which syncs leads automatically with HubSpot’s Smart CRM system with real-time responsiveness.
  • Engaging leads via the HubSpot Marketing Hub, providing bespoke campaigns tailored across social media channels, including email, paid advertisements, and short messaging services (SMS).
  • Leveraging HubSpot’s AI-powered lead reporting, allowing users to understand their clients to generate the most engaging fully targeted social media and advertising campaigns.

The Figures on TikTok’s Social Media Might

The announcement comes as customers pivot to social media communities to showcase their brands and products, allowing a larger audience to discover their offerings.

Small and medium enterprises (SMEs) also push to generate leads despite massive customer acquisition challenges.

According to figures from HubSpot, from 2021 to 2022, the company found that 53 percent of SMEs across the United States faced increases in customer acquisition costs.

Additionally, more than a third of those surveyed were hit with increases of 20 percent or more.

However, using the new partnership, TikTok can leverage its massive user base and audiences to promote SMEs and their products, with over half of the respondents finding new brands via the platform.

Additionally, 58 percent of those included in the survey stated that they would likely purchase a product after spotting a lead generation ad on the social media platform.

Karen Ng, Senior Vice-President of Product, HubSpot, said in a statement,

We’re always looking for ways to help our customers grow better, and it’s undeniable that TikTok is a massive opportunity for businesses. 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.

Furthermore, Lorry Destainville, Head of Product Partnerships, TikTok, added,

TikTok enables brands to reach and engage with new audiences and communities they otherwise would not have been connected with before. Powered by the new way people discover and connect with businesses, we are excited to partner with HubSpot to help advertisers capture the engaging TikTok community and turn them into leads. This is just the beginning of a partnership that we believe will help businesses of all sizes find success on the platform.

TikTok integrations for HubSpot have opened across the United States and Canada for TikTok for Business customers. It also plans to open across additional countries over the next few months.

Salesforce Follows Suit with TikTok CRM Partnership

The news comes after similar CRM systems have teamed up with the ByteDance-owned social media giant.

In June last year, Salesforce expanded its social commerce portfolio by assisting clients in building their sales experiences on TikTok.

According to reports, Salesforce partnered with TikTok and launched three new tools for its Commerce Cloud platform to advance customer visibility on the social media app.

The new tools also integrated automated campaign delivery functions, where companies could sync with preexisting campaigns on the Salesforce Commerce Cloud. In addition to other social media channels, the tool helps promote advertisements across TikTok, streamlining operations for its users.

Additionally, TikTox Pixel and Advanced Matching allow Commerce Cloud customers to access TikTok Pixel. This facilitates analyses for advertising campaigns and optimises their performance across the platform. With advanced matching tools, commerce teams can also focus their advertisements across TikTok to boost followers.

Finally, the Dynamic Video and Collection Ads feature enables commerce teams to develop fully integrated, seamless customer sales journeys, starting from video discovery to purchasing on TikTok. This aims to streamline the customer journey and empower advertising teams with vastly improved product conversation rates.



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