Source: martech.org, October 2023

The integration hopes to streamline lead generation via real-time synchronization between TikTok and HubSpot’s Smart CRM.

HubSpot has teamed up with TikTok to provide real-time lead synchronization between the social-media phenom and HubSpot’s Smart CRM.

This is TikTok’s first CRM lead generation collaboration. The two companies are using a “no-code” approach, allowing businesses to deploy ads on TikTok and sync leads directly to HubSpot’s Smart CRM.

While this is currently only available in the U.S. and Canada, it’s slated for expansion to other countries in the coming months. Pricing hasn’t yet been announced.

Dig deeper: B2B social media ‘sweet spots’: What’s working and what’s not

Although TikTok’s audience skews young, it does attract people of all ages — 30.4% of TikTok’s advertising audience is aged 35 and up, including 5.5% in the 55+ category. That may not sound great, but in the U.S., TikTok ads have a potential reach of 109,538,000. So, clearly, the platform has a lot of potential for B2B marketers. For one thing, it has a high level of engagement with users spending an average of 1.5 hours on the app every day. Also, according to PostDigitalist:

  • 32.4% of TikTok users globally are on the app to keep up-to-date with current events.
  • TikTok users are 1.3x more likely to know about products and trends before their peers.
  • 71% of TikTok users who take action off the platform say that TikTok shows them exactly what they are looking for.

An important channel. Some 61% of B2B marketers report their company of people is already using it, according to a Brafton survey. Furthermore, 72% of the B2B TikTok users said they were achieving the goals they initially set as a company.

TikTok is tied in second place with Instagram and YouTube, with 16% of marketers citing it as having the best ROI, according to one study. Also, 78% of small business owners said they received a positive ROI through TikTok marketing, according to a 2022 survey by Capterra.

Why we care. This has the potential to help lower customer acquisition costs for small and medium-sized businesses. HubSpot’s research found that 53% of U.S. SMBs faced rising customer acquisition costs from 2021 to 2022, with over a third witnessing an increase of 20% or more. Because of their size and length, TikTok videos don’t require a lot of expensive production.