The B2B customer acquisition environment is about to undergo a sea change because to a new relationship between HubSpot and TikTok. By bringing together TikTok’s dynamic platform and HubSpot’s comprehensive CRM system, this partnership ushers in a groundbreaking integration. This partnership is going to make it easier and better for B2B businesses to get leads from TikTok.
Adapting to Changing Market Trends
This strategic alliance emerges at a critical time. The digital marketing sphere is undergoing a significant shift, with social media and short-form content increasingly becoming central to brand and product discovery. A recent survey in 2023 by HubSpot underscored a growing challenge in Singapore, the heart of business in Southeast Asia: a notable 43% of business leaders reported a decline in the effectiveness of their traditional customer acquisition strategies.
TikTok’s Role in Elevating B2B Engagement
TikTok, known for its extensive and engaged user base, steps in as a potential game-changer. The numbers speak volumes – 87% of TikTok users in Southeast Asia have stumbled upon new brands through the platform, and 58% globally show a propensity to purchase after encountering a lead generation ad. The integration with HubSpot’s CRM facilitates an automated lead capture process, unlocking new possibilities in community-based customer acquisition for SMBs.
Kat Warboys, Marketing Director, APAC, HubSpot, reflects on the importance of this partnership: “TikTok’s growing influence in the region is undeniable. As its audience base grows, it’s reshaping how consumers discover and interact with their favorite brands. For savvy businesses, TikTok provides a powerful channel to nurture and engage audiences — if done right. That’s why our partnership is so important. The new integration makes it easier for brands to capture, nurture and acquire leads because they can truly understand their customers. Today’s consumers expect personalisation and by having a complete picture, brands can better engage with their audiences. And, with better engagement comes more loyal customers, which is vital in the current market.”
The Integration Process Explained
The integration is crafted for user-friendliness, enabling HubSpot customers to fully harness TikTok’s capabilities:
- Linking TikTok for Business accounts with HubSpot.
- Launching lead-generating ads on TikTok and synchronizing leads with HubSpot’s CRM in real-time.
- Engaging leads via HubSpot’s Marketing Hub to create tailored campaigns across various channels, and using the new Sales Hub for efficient prospecting.
- Employing HubSpot’s AI-driven reporting for insights and refining top-performing campaigns.
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A Visionary Outlook
Ng Chew Wee, Head of Business Marketing APAC, TikTok, shares her excitement: “Asia Pacific is home to a thriving ecosystem of TikTok users, with 90% of the region’s TikTok users consuming content on a daily basis[1]. This presents an opportunity for Asia Pacific’s brands to reach and turn a highly engaged audience into leads, and accelerate business growth. We are excited to partner with HubSpot, an organisation that shares our vision of empowering businesses, to improve customer acquisition capabilities. This is just the beginning of a partnership that we believe will help businesses of all sizes.”
Availability and Additional Information
The TikTok integration for HubSpot is currently accessible to Singapore customers using TikTok for Business. For more details and to keep abreast of future product launches from HubSpot, visit hubspot.com/new.
[1] TikTok Media & Entertainment research (Southeast Asia results) conducted by Toluna, Feb 2023
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