In a move aimed at streamlining B2B lead generation, HubSpot and TikTok have announced a new partnership in Australia to leverage TikTok's user base of 8.5 million and 350,000 businesses to help brands convert engaged audiences.

The new integration will allow businesses to capture leads directly from TikTok into HubSpot, a feature designed to try and reduce customer acquisition costs. According to HubSpot's research, over half of small and medium-sized businesses (SMBs) experienced an increase in these costs between 2021 and 2022.

The partnership also allows HubSpot customers to use TikTok to drive lead generation, centralising prospects into their CRM. To do so, users integrate their TikTok for Business account with Hubspot, deploy ads on TikTok and automatically sync leads into the HubSpot CRM. The latter's AI reporting will also provide analysis of campaigns.

"TikTok's growing influence in the region is undeniable. As its audience base grows, it's reshaping how consumers discover and interact with their favourite brands," HubSpot Marketing Director, APAC, Kat Warboys, said. "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."

TikTok Head of Business Marketing APAC, Ng Chew Wee, also expressed her enthusiasm for the partnership.

"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. 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. "We are excited to partner with HubSpot, an organisation that shares our vision of empowering businesses, to improve customer acquisition capabilities."

The TikTok integration for HubSpot is now available globally for customers using TikTok for Business.