HubSpot and TikTok have partnered to help brands capture and nurture leads and convert engaged audiences into loyal customers.
The TikTok integration for HubSpot, available globally TikTok for Business customers, is designed to capture leads from the short-form video platform directly in the CRM platform and will benefit B2B businesses.
The partnership comes as 8.5 million Australian TikTok users turn to the platform for brand and product discovery. Meanwhile, SMBs are exploring new ways of building and nurturing an engaged audience and capturing leads in a challenging economic climate.
This is particularly important in light of rising customer acquisition costs, with HubSpot research finding that more than half of SMBs experienced an increase in customer acquisition costs between 2021 and 2022.
By automating the process of lead capture on TikTok with a native HubSpot integration, SMBs can unlock the value of community-based customer acquisition.
Kat Warboys, managing director of HubSpot APAC, called TikTok’s growing influence in the region “undeniable” and noted the platform is reshaping how consumers discover and interact with their favourite 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.”
Warboys explained the integration makes it easier for brands to capture, nurture and acquire leads as they 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,” she added.
Ng Chew Wee, head of business marketing APAC, TikTok, said the region is home to a thriving ecosystem of TikTok users, with 90% consuming content on a daily basis.
“This presents an opportunity for Asia Pacific’s brands to reach and turn a highly engaged audience into leads, and accelerate business growth,” she said.
Wee said TikTok has a shared vision with HubSpot of empowering businesses and improving customer acquisition capabilities
“This is just the beginning of a partnership that we believe will help businesses of all sizes.”