In a groundbreaking move for the world of B2B marketing, HubSpot has unveiled a strategic partnership with social media giant TikTok. The collaboration aims to streamline lead generation through real-time synchronization between TikTok and HubSpot’s Smart CRM, marking TikTok’s inaugural foray into the CRM lead generation landscape. The companies have adopted a “no-code” approach, allowing businesses to seamlessly deploy advertisements on TikTok while effortlessly syncing generated leads directly to HubSpot’s Smart CRM.
While this innovative partnership is initially available exclusively in the United States and Canada, plans for expansion into other regions are on the horizon. As of now, pricing details for this service have not been disclosed.
TikTok, widely known for its youthful user base, in reality, attracts a diverse demographic. Notably, 30.4% of TikTok’s advertising audience is aged 35 and older, including 5.5% in the 55+ category. This data highlights the platform’s potential for B2B marketers, as TikTok ads have the potential to reach a staggering 109,538,000 users in the United States alone.
Furthermore, TikTok boasts an impressive level of user engagement, with individuals spending an average of 1.5 hours on the platform daily. TikTok’s significance as a source of current events and trends cannot be understated. Globally, 32.4% of TikTok users turn to the app to stay updated with the latest happenings, and they are 1.3 times more likely to be informed about products and trends ahead of their peers. A significant 71% of TikTok users taking action off the platform confirm that TikTok effectively delivers the content they seek.
For B2B marketers, TikTok has already proven its worth. A survey conducted by Brafton revealed that 61% of B2B marketers report their organizations or teams are already utilizing TikTok. Impressively, 72% of B2B TikTok users confirm they are achieving the goals initially set by their companies through the platform.
In terms of return on investment (ROI), TikTok holds a solid position. In a recent study, TikTok was ranked second alongside Instagram and YouTube, with 16% of marketers endorsing it as offering the best ROI. The platform also excels in delivering positive returns for small business owners, with 78% reporting favorable ROI through TikTok marketing in a 2022 survey by Capterra.
The integration between HubSpot and TikTok offers the potential to reduce customer acquisition costs for small and medium-sized businesses (SMBs). A study by HubSpot found that 53% of U.S. SMBs experienced rising customer acquisition costs from 2021 to 2022, with more than a third witnessing an increase of 20% or more. What sets TikTok apart is that its video format doesn’t demand substantial investment in expensive production, making it an attractive option for cost-effective marketing.
In summary, HubSpot’s collaboration with TikTok marks a significant milestone in the world of B2B marketing. The integration streamlines lead generation while harnessing TikTok’s diverse and engaged audience, offering a potential boost to ROI and cost savings for SMBs. As this partnership expands beyond North America, it opens up new possibilities for businesses worldwide to tap into TikTok’s immense marketing potential.
Shadrack Biwot: Digital marketer & Founder of Sedi. Pioneering digital strategies since ’21. Passion for tech, transforming businesses. #SediFounder