23 Nov
TikTok Lead Generation integration with Salesforce Marketing Cloud is the HOT topic these days and we at Cezium, being so involved with both of them, couldn’t avoid exploring this new integration.
This integration streamlines the process of syncing leads from TikTok Ads to Salesforce Marketing Cloud Engagement. What does this mean? How can I install this appexchange? What are the pre-requisites and limits? What use-cases am I going to enable? That’s what you’ll learn here.
Before diving into the details, it’s important to note that Cezium offers a complementary app, enhancing this integration by enabling businesses to push audiences to TikTok for targeted ad campaigns. Keep this in mind as we explore the benefits and functionalities of this new integration.
The Challenge Before Integration
Traditionally, running a Lead Generation campaign on TikTok involved a cumbersome process.
Leads captured via TikTok’s forms were stored in CSV files within the TikTok Ads interface.
To utilize these leads in Salesforce Marketing Cloud, one had to manually download and upload these files – a time-consuming and error-prone process.
The New TikTok Lead Generation integration
Goal
The primary objective of this integration is to seamlessly sync leads captured on TikTok directly into a Data Extension in Salesforce Marketing Cloud.
How it works
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App Availability: The solution is an app developed by TikTok, available on Salesforce Appexchange and through the TikTok Ads interface.
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Process Flow:
- Select Salesforce Marketing Cloud as the destination for lead retrieval from TikTok.
- Confirm access for TikTok Ads account and connect to Salesforce Marketing Cloud (requires appropriate permissions on both platforms).
- Choose the form to sync and map it to a “subkey” to create a new Data Extension.
Installation Guide
Note: there’s currently an issue on the appexchange when you want to install a Salesforce Marketing Cloud app, so this guide is a work-around.
Pre-requisites
- Admin access on Salesforce Marketing Cloud.
- Admin access on TikTok Ads.
Installation Steps
- Log in to Salesforce Marketing Cloud.
- Identify your website stack (e.g., S4, S6, S7, etc.) from your account URL.
- Replace the “s4” in this url (https://mc.s4.exacttarget.com/cloud/login.html#app/Administration/Inst alledPackages/abe1765b-3f16-40b1-b879-caeac13c3e85/install) with the website stack you’ve just identified (e.g., S6, S7, S10, S11, S12, S13, S50, S51).
- Click ‘Install’, then refresh the page and navigate to AppExchange.
- Select ‘TikTok Lead Ads’ and log in to TikTok Ads Manager.
- Apply for permission, select the ad account, and connect to Salesforce Marketing Cloud.
- Choose the TikTok Instant Form and the Subscriber Key for a new data extension.
- Submit to complete the integration and test the setup.
- The Sync process is launched from TikTok interface and requires an SFMC login (to use Oauth), therefore you’ll need to have someone on the media team with an SFMC access (and enough to create data extensions).
- When you “map” the form, you need to match a field with your SFMC subkey… unless your subkey is the Email Adress, you’ll have to figure out a solution here…
- The integration is limited to retrieving forms from TikTok; it doesn’t support pushing audiences to TikTok for ad targeting.
Business Use-cases
- Efficient Lead Management: Automate the transfer of leads from TikTok to Salesforce, enhancing lead management efficiency.
- Real-Time Data Syncing: Ensure real-time updating of lead data, enabling timely and relevant customer engagement.
- Streamlined Marketing Campaigns: Simplify the process of integrating TikTok leads into marketing campaigns within Salesforce Marketing Cloud.
Closing words
The integration between Salesforce Marketing Cloud and TikTok Ads demonstrates once again the relevancy of CRM and Ad Platforms use-cases.
While this integration focuses on importing leads from TikTok, remember that Cezium’s app complements this by enabling the export of audiences to TikTok for targeted ad campaigns. This synergy of tools and platforms opens up new avenues for marketers to explore and leverage in their digital strategies.
Stay ahead of the curve by embracing these innovative solutions and watch your marketing efforts yield unprecedented results.
When you're done with Lead Gen why not try Audience matching?
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