HubSpot and TikTok have on Thursday announced a partnership to make community-based customer acquisition easier than ever for business to business (B2B) brands, with a new integration designed to easily capture leads from TikTok directly in HubSpot’s customer relationship management (CRM).

HubSpot said in a statement that B2B businesses will benefit from the combined power of the leading destination for short-form mobile video and the leading customer platform.

Available now in Singapore, it said scaling businesses can leverage their connections to drive growth like never before.

The partnership comes at a time when customers are turning to social media and short-form content for brand and product discovery, and small and medium-sized businesses (SMBs) are seeking new ways to capture leads in the face of customer acquisition challenges.

Cited a 2023 survey conducted by HubSpot among business leaders in Singapore, it said Southeast Asia’s business hub, saw 43 percent of respondents saying that customer acquisition strategies that have previously worked are becoming less effective.

According to the statement, TikTok is poised to help solve this challenge for B2B businesses thanks to a highly engaged audience — 87 percent of TikTok users in Southeast Asia have discovered new products and brands through creator content on the platform, and 58 percent 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.

“TikTok’s growing influence in the region is undeniable. As its audience base grows, it’s reshaping how consumers discover and interact with their favorite 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,” said Kat Warboys, Marketing Director, Asia Pacific (APAC), HubSpot.

According to her, 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 personalization 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.

It is noted that with the no-code integration, HubSpot customers can use TikTok to supercharge lead generation, centralizing prospects into their CRM.

Ng Chew Wee, Head of Business Marketing APAC, TikTok, commented that Asia Pacific is home to a thriving ecosystem of TikTok users, with 90 percent of the region’s TikTok users consuming content on a daily basis.

According to her, this presents an opportunity for Asia Pacific’s brands to reach and turn a highly engaged audience into leads, and accelerate business growth.

“”We are excited to partner with HubSpot, an organization that shares our vision of empowering businesses, to improve customer acquisition capabilities,

“This is just the beginning of a partnership that we believe will help businesses of all sizes,” she added.

HubSpot is a customer platform that delivers seamless connection for customer-facing teams with a unified platform that includes artificial intelligence (AI)-powered engagement hubs, a Smart CRM, and a connected ecosystem that extends the customer platform with over 1,500 app marketplace integrations, a community network, and educational content from HubSpot Academy.

Today, over 184,000 customers, like DoorDash, Reddit, Eventbrite, and Tumblr, across more than 120 countries use HubSpot to attract, engage, and delight customers.

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