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Salesforce Gains TikTok Lead Gen Ads Integration

In big news for businesses using TikTok advertising, the social media giant has announced a new Salesforce TikTok integration, specifically for users of Marketing Cloud.

Coloured background with text Salesforce Gains TikTok Lead Gen Ads Integration

It’s not the first TikTok integration for Salesforce. In 2022, Salesforce began connecting Commerce Cloud merchants with their audiences on TikTok through partnership with the network. 

Now, users of Marketing Cloud’s Advertising Studio will be happy to hear the latest integration will allow them to pull leads from TikTok Lead Generation ads directly into their account, in real time.

What are TikTok Lead Generation ads?

According to Shopify, TikTok ad revenues exceeded $9 billion in 2022 and data from Oberlo shows the company is set to hit $13.2 billion in ad revenue for 2023. If this isn’t proof that TikTok is fast becoming a top channel for advertising, I don’t know what is.

Just like Meta, TikTok offers a range of ad formats and objectives to its customers and the Lead Generation solution is designed to drive leads and get them into your CRM for nurture and sales.

Lead Generation ads contain lead capture forms that users can complete without ever leaving the app.

Screenshot of TikTok lead gen ads
Source: TikTok

And the stats for engagement are impressive too. The TikTok Marketing Science Global Shopping Ad Products Study 2022 conducted by Material found that:

  • 69% of users felt that Lead Generation ads on TikTok “caught their attention.”

  • 57% of users are likely to purchase from the advertised brand after viewing a TikTok Lead Generation ad.

If Lead Generation advertising via TikTok is so appealing, it makes sense that Salesforce Marketing Cloud - a leading software for marketing to audiences using personalised first-party data - should have a direct integration.

Details of the integration

No more exporting leads from TikTok and importing them to Marketing Cloud, which comes with a number of risks such as data corruption and violating GDPR/data compliance.

The TikTok integration for Salesforce Marketing Cloud is on the AppExchange and available for Professional, Enterprise, Unlimited, and Developer editions. It uses Oauth 2.0 protocol for authentication and requires zero code to set up. So easy!

Once connected, the app allows you to transfer captured leads in real-time, meaning you can instantly include them in any of your Marketing Cloud activities i.e. automations, Journey Builder activities, SMS or email campaigns, and even further advertising. 

The speed at which you can begin nurturing leads, or responding to them with sales outreach, means higher conversion rates and loyalty overall.

If you’re running TikTok advertising campaigns, you can install the connector for free and be up and running in minutes. 

Of course, really consider how this new integration can play a role in your wider lead capture and nurture activities too.

Did you know? You can push Marketing Cloud audience data into TikTok for retargeting. It requires a third-party application and some configuration, so contact MarCloud to learn more.

For support along the way, don’t be afraid to get in touch with us. We’re here for strategic direction with Marketing Cloud, account audits and developer expertise, among other services!

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Anton Minnion

A data scientist and engineer, Anton has extensive experience in successfully delivering martech and salestech solutions for a variety of clients, both big and small, and across 25 countries. With a scary amount of knowledge in the development space, his focus at MarCloud is on innovating technical solutions for clients but also creating brand new apps and products for Salesforce platforms, to solve common business challenges.

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