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From TikTok Views to Sales-Ready Leads: The Scrappy B2B Attribution Playbook

Are your TikTok influencer campaigns generating buzz but no real business? You're investing in multiple micro-influencers, seeing views and likes soar, but have no idea which ones are actually driving demo requests or sign-ups. Without clear lead attribution, you're flying blind—unable to calculate your true Cost-Per-Lead (CPL), double down on what works, or justify your performance marketing spend.

Stop guessing and start measuring with The Scrappy B2B Lead Gen Stack. This playbook shows you how to build a powerful, near-zero-cost system for tracking lead sources with pinpoint accuracy. By combining a smart Tally form with HubSpot's free CRM, you'll capture self-reported attribution data directly from your leads. This simple yet effective method bypasses complex tracking pixels and gives you the clear, actionable data you need to finally understand your influencer marketing ROI.

Expected Outcomes

  • Pinpoint your top-performing TikTok influencers by tracking direct lead generation.
  • Calculate an accurate Cost-Per-Lead (CPL) for each influencer campaign.
  • Optimize your marketing budget by re-investing in partners who deliver qualified leads.
  • Build a foundational, scalable lead attribution model you can expand on later.
  • Justify your influencer marketing spend with concrete data on social media ROI.

Core Tools in This Stack

Tally.so

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Tally.so is a no-code form builder that allows users to create forms, surveys, and quizzes with a simple, document-like interface. It is known for its generous free plan, which includes unlimited forms and submissions.

Key Features
  • Unlimited forms and submissions
  • Conditional logic
  • Calculations and answer piping
  • Payment collection via Stripe
  • File uploads and e-signatures
  • Customizable thank you screens
  • Wide range of integrations (Notion, Google Sheets, Airtable, Zapier)
  • No-code, document-style editor
Ideal For

Company Size: Micro, Small, Medium, Large

Industries: Technology & Software, Business & Professional Services, Retail & E-commerce, Creative & Media, Education & Non-Profit, Health & Wellness, Other

Pricing

Model: Free, Subscription

Tier: Free

Ease of Use

Very easy

HubSpot CRM

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A comprehensive CRM platform that includes a suite of tools for marketing, sales, content management, and customer service, with a completely free CRM at its core to help businesses manage customer relationships and accelerate growth.

Key Features
  • Contact & Lead Management
  • Sales Pipeline Visualization
  • Deal Tracking and Management
  • Email Tracking and Templates
  • Meeting Scheduling Tool
  • Live Chat and Chatbots
  • Reporting and Analytics Dashboards
  • Task and Activity Automation
Ideal For

Company Size: Small, Medium

Industries: Technology & Software, Business & Professional Services, Retail & E-commerce, Creative & Media

Pricing

Model: Freemium, Subscription

Tier: Starter

Ease of Use

Very High

Google Sheets

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A cloud-based spreadsheet application that enables real-time collaboration for creating, editing, and analyzing data. It offers powerful tools like charts, pivot tables, and formulas to gain insights from data, and integrates seamlessly with other Google Workspace apps and Microsoft Excel.

Key Features
  • Real-time collaboration and co-editing
  • Cloud-based access from any device
  • Data analysis with charts, pivot tables, and formulas
  • Integration with other Google apps (e.g., Forms)
  • Compatibility with Microsoft Excel files
  • Version history and revision tracking
  • Pre-built templates for various use cases
  • Enterprise-grade security and controls
Ideal For

Company Size: Micro, Small, Medium, Large

Industries: Technology & Software, Business & Professional Services, Retail & E-commerce, Creative & Media, Education & Non-Profit, Health & Wellness, Other

Pricing

Model: Free, Subscription

Tier: Free

Ease of Use

High

The Workflow

graph TD subgraph "The Scrappy B2B Lead Gen Stack" direction LR N0["Tally.so"] N1["HubSpot CRM"] N2["Google Sheets"] N0 -- "Sends ID for Lookup" --> N2 N0 -- "Sends Submission Data" --> N1 N2 -- "Provides Attribution Data" --> N1 end classDef blue fill:#3498db,stroke:#2980b9,stroke-width:2px,color:#fff; classDef green fill:#2ecc71,stroke:#27ae60,stroke-width:2px,color:#fff; classDef orange fill:#f39c12,stroke:#d35400,stroke-width:2px,color:#fff; class N0 blue; class N1 blue; class N2 blue;

Integration Logic

  • TallyForm Attribution Sync

    This integration triggers when a new form is submitted in Tally.so. It takes a unique identifier (like a client ID passed as a hidden field) from the submission and uses it to perform a lookup in a specific Google Sheet. This sheet contains detailed marketing attribution data (e.g., UTM source, medium, campaign) corresponding to the unique ID. With the combined data from the form and the Google Sheet, the integration then finds or creates a contact in HubSpot, populating both standard contact fields and custom properties for attribution tracking.

Get Your TikTok Attribution Playbook

Learn how to connect views to demo requests, calculate your true CPL, and prove the ROI of your influencer campaigns.