Did some of those customers, partners and clients help influence the TikTok CRM platform, and has there been increased demand for more robust social data overall?
There’s a huge demand from the market for better social tools than we have. 

We want to continue to build the case for understanding exactly the value of [TikTok engagement] and how much you should invest relative to your other channels. That’s what any marketer is trying to do: Figure out where to focus their time and their money. The partnership with TikTok is going to be an important step in helping everyone do that.

How has HubSpot approached social media reporting in the past, and where does the TikTok CRM fit into the equation?
Reporting is the core: Anybody who runs a marketing or sales team wants to know what’s working, what’s not working. 

Reporting is only as good as the data you have. We’re fortunate to have great partnerships with folks like LinkedIn, Twitter [now X] and other folks for that data. We’re obviously great partners with Google and the like, so the more we can bring TikTok, YouTube, LinkedIn, all of that social data in, we have what’s called our attribution reporting, where you can assign different attribution models with a first touch or multi touch.

Historically, social has gotten shortchanged in those models. Now with the data that we have in the CRM, we’re able to help people better articulate the impact social is having on the overall sales and marketing process.