The first–of-its-kind CRM partnership supercharges B2B lead generation

HubSpot Video

HubSpot and TikTok partner to help businesses solve customer acquisition challenges

HubSpot and TikTok are joining forces to make community-based customer acquisition easier than ever for B2B brands with a new integration designed to easily capture leads from TikTok directly in HubSpot’s Smart CRM. As the first CRM partnership for TikTok lead generation, businesses benefit from the combined power of the leading destination for short-form mobile video and the leading customer platform to drive growth like never before.

The partnership comes at a time when customers are turning to their communities for brand and product discovery,* and SMBs are seeking new ways to capture leads in the face of customer acquisition challenges. From 2021 to 2022, HubSpot found that 53% of SMBs in the U.S. saw an increase in customer acquisition costs; over a third reported an increase of 20% or more.** TikTok is poised to help solve this challenge for B2B businesses thanks to a highly engaged audience—over half of TikTok users in the U.S. say they find new brands on the platform*** and 58% of users globally say they’re likely to purchase after viewing a lead generation ad.**** By automating the process of lead capture on TikTok with a native HubSpot integration, SMBs can unlock the value of community-based customer acquisition. 

“We’re always looking for ways to help our customers grow better, and it’s undeniable that TikTok is a massive opportunity for businesses,” said Karen Ng, SVP of Product at HubSpot. “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.” 


With the no-code integration, HubSpot customers can use TikTok to supercharge lead generation, centralizing prospects into a single source of truth and unlocking the benefits of HubSpot's customer platform. Here's how:

  1. Integrate their TikTok for Business account with HubSpot.
  2. Deploy lead-generating ads on TikTok and automatically sync leads to HubSpot’s Smart CRM in real-time.
  3. Engage leads using HubSpot's Marketing Hub to create personalized campaigns across channels—from email, to paid ads, to SMS—and the new Sales Hub to prospect smarter, organize qualified leads, and close deals.
  4. Leverage HubSpot's robust AI-powered reporting to better understand results and double-down on top performing campaigns.

“TikTok enables brands to reach and engage with new audiences and communities they otherwise would not have been connected with before,” said Lorry Destainville, Head of Product Partnerships at TikTok. “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.”

HubSpot’s Smart CRM is the engine that powers the customer platform. It unifies data across customer-facing teams to ensure a consistent customer experience; unlocks actionable insights with smart workflows and contextual analytics; and gives customers new levels of customization.

The TikTok integration for HubSpot is available now in the U.S. and Canada for customers using TikTok for Business; and will be available in additional countries in the coming months. Learn more here.

*HubSpot Consumer Trend Tracker Report, May 2023
**HubSpot, 2022 CAC/CPL Survey of U.S. businesses
***TikTok Marketing Science US Path-to-Purchase Part 2 Research 2022, conducted by Material
***TikTok Marketing Science Global Shopping Ad Products Study 2022 conducted by Material

Originally published Oct 26, 2023 9:00:16 AM, updated November 01 2023