It‘s An Open Platform World. HubSpot‘s Growing App Ecosystem Helps You Thrive In It.

In today‘s hyper-connected business world, your success hinges on your ability to deliver a unified, personalized, and seamless customer experience across every touchpoint and channel.

No single software can do it all. The average mid-sized business now uses 137 SaaS apps – a 30% jump from the year before. To truly delight your customers, all your customer-facing tools need to talk to each other and share context.

That‘s why HubSpot is on a mission to build an open platform that serves as the connective tissue between all your key apps, data, and processes. Our app ecosystem has become a critical growth engine for both HubSpot and our customers. Over the past year, we‘ve expanded our platform in every direction – and we‘re just getting started.

The State of Play: Ecosystem Momentum in 2019

HubSpot now offers over 300 app integrations – a 2X increase from 2018. Our app partners hail from over 30 countries and span a vast range of use cases, from core CRM functionality like reporting and CPQ to emerging technologies like video engagement and conversational marketing.

Let‘s break down some key adoption metrics from 2019:

  • Total connected apps: 300+
  • App installs: 700,000+
  • App install growth YoY: 129%
  • Average apps per customer: 5
  • Portion of customers using apps: 94%

Not only has the number of available apps doubled, but customer adoption has also accelerated. Last year, the average HubSpot customer used 3 apps. Now it‘s 5, with many customers deploying over 10 integrations.

This momentum is a positive sign that we‘re building the right type of ecosystem – one focused on delivering real business value, not just logo-collecting. Scott Brinker, VP of Platform Ecosystem at HubSpot, put it this way:

"We‘re seeing a virtuous cycle of innovation happening between HubSpot and our app partners. As our ecosystem expands, our customers can grow in more directions and our partners can access a broader audience. This alignment incentivizes everyone to build great integrations that solve real customer needs."

Major Launches: A Year of Blockbuster Integrations

So what were some of the most impactful apps and integrations that launched in 2019? While there are too many to cover exhaustively, here‘s a highlight reel of the key additions that generated buzz and adoption:

Shopify – This native ecommerce integration empowers merchants to seamlessly manage their online store from inside HubSpot, syncing customers, orders, and products in real-time. By connecting purchase data into HubSpot‘s CRM, businesses can create more targeted marketing campaigns and deliver premium service.

Zoom – in April, HubSpot announced a new integration with the video conferencing platform Zoom. The integration allows sales reps to schedule and host Zoom meetings directly from HubSpot, and automatically logs call data and recordings. It‘s a powerful tool for remote selling and cuts down on tedious admin tasks.

Slack – The new Slack-HubSpot integration creates a bi-directional sync between Slack and HubSpot, allowing you to share contacts and deals, as well as create and update HubSpot tasks inside of Slack. The integration is already used by over 7,000 companies to align sales and service teams and boost rep productivity.

LinkedIn Ads – B2B marketers rejoiced in January when HubSpot released its new integration with LinkedIn Lead Gen Forms. The integration automatically syncs lead data from LinkedIn Ads into HubSpot, enabling more precise lead nurturing and reporting. Given LinkedIn‘s position as the top paid social channel for B2B, this integration was an instant hit.

Intercom – The Intercom-HubSpot integration bridges the gap between conversational marketing and CRM. Leads collected in Intercom chat are automatically synced into HubSpot and routed to the appropriate sales rep for fast follow-up. Conversely, HubSpot CRM data is visible inside the Intercom Inbox, giving service agents more context to resolve cases quickly.

The list goes on, but the common thread among these launches is they all solve critical pain points in the customer journey and deliver outsized efficiency gains. By stitching together previously siloed channels and systems, they give businesses a major leg up in delivering frictionless experiences.

The Partner Perspective: Deeper Insights, Wider Reach

We‘ve established that customers are hungrier than ever for app connectivity, but what about the partners building these game-changing integrations? What‘s in it for them?

It turns out, quite a lot.

According to our post-launch partner surveys, the top 3 benefits of building an integration with HubSpot were:

  1. Increased product usage and retention
  2. New business leads and revenue
  3. Stronger market differentiation and brand awareness

By plugging into HubSpot‘s ecosystem, partners can drive stickier customer relationships and expand their reach in a crowded SaaS market.

Integrating with HubSpot also gives partners access to a trove of Platform APIs for everything from email automation to data sync. This allows them to build more robust product functionality and surface actionable customer insights.

For example, when Privy, an SMB-focused pop-up and email marketing platform, rebuilt their HubSpot integration on top of the new Conversations API, they were able to pull in way more context about website visitors to trigger hyper-targeted pop-up campaigns. The result was a 30% increase in sign-up conversions for their shared customers.

Ben Jabbawy, Founder & CEO of Privy told us:

"Rebuilding our integration with HubSpot was a no-brainer. The new APIs allowed us to build a best-in-class integration in a fraction of the time. And we‘re seeing the difference in our numbers. HubSpot is now our fastest-growing partner channel."

Emerging Trends: What‘s Next for Apps?

Based on the current trajectory and product roadmap, here are a few key themes we predict will shape the future of apps and integrations in 2020 and beyond:

1. AI Everywhere
From chatbots to predictive lead scoring, AI is rapidly emerging as a key use case in the ecosystem. We expect to see a proliferation of AI-powered apps that utilize HubSpot data to automate tasks and surface insights across the entire customer journey.

As an example, Kemvi is a HubSpot app that automatically scans sales calls, demos, and emails to identify key topics and follow-up actions for reps. Using natural language processing (NLP), Kemvi eliminates manual note-taking while ensuring important context doesn‘t slip through the cracks.

2. Vertical Solutions
While horizontal apps that appeal to a broad swathe of businesses still dominate the marketplace, we‘re starting to see more niche apps designed for particular industries and micro-verticals.

In 2019, partners like Apto (real estate brokerages), Promoboxx (retail brands) and Restaurant365 (restaurants) launched HubSpot integrations to cater to the unique data models, KPIs and workflows of their target customers.

3. Mobile-First
The ecosystem has been relatively desktop-centric to date, but with mobile usage eclipsing desktop and over 81% of CRM users now accessing their data via mobile, that‘s changing fast.

Several mobile-first SaaS companies like Map My Customers and Badger Maps now offer HubSpot integrations to help mobile sales teams log activities, schedule follow-ups, and analyze geo-data on the go. Expect to see more apps that bridge the desktop-mobile divide in creative ways.

4. Integrated Payments
With the shift to digital selling and self-service, the lines between CRM, ecommerce and fintech are blurring. We anticipate more apps that bring payment and financing options earlier into the B2B buying journey.

One example is the recently launched Direct Pay HubSpot app by BlueSnap, which allows businesses to generate checkout pages and process payments directly from the HubSpot CRM.

Your Mission: Finding the Right Apps for Your Stack

With an ecosystem as extensive as HubSpot‘s, it‘s easy to fall into the trap of app FOMO – feeling like you need to jump on the bandwagon of every hot new integration. But remember, when it comes to building an effective growth stack, less is often more.

The goal is to be intentional and laser-focused on your desired business outcomes. Don‘t integrate for integration‘s sake. Instead, follow this simple 3-step evaluation framework:

1. Diagnose the gaps
Look at your current processes and identify bottlenecks or breakdowns. Where are you losing efficiency and customer context? Make a short list of pain points and priorities.

2. Map the partner ecosystem
Search the HubSpot App Marketplace for apps designed to solve your specific challenges. Read reviews, compare functionalities and pricing, and consult with your team. Look for apps with proven traction that follow HubSpot integration best practices.

3. Start small and measure
Once you‘ve narrowed it down, start with one or two apps in a sandbox environment. Set clear success metrics around usage, productivity, and ROI. Collect feedback from internal and external stakeholders. If the apps drive meaningful improvements, then plan a wider rollout.

Remember this is an iterative process. As your business scales and new technologies emerge, your app stack will need to evolve accordingly. The modular plug-and-play nature of HubSpot‘s platform makes it easy to swap out apps and adapt quickly.

Jump In With Both Feet – The Ecosystem Is Here To Catch You

Whether you‘re a scaling startup seeking more efficient growth or an enterprise looking to create a more cohesive customer experience, HubSpot‘s app ecosystem has something for you.

We‘ll leave you with some parting words from Brian Halligan, HubSpot‘s CEO on his vision for the ecosystem:

"The next wave of digital transformation isn‘t just about individual tools. It‘s about connecting all your tools, teams, and data around the customer. HubSpot‘s app ecosystem is at the center of this movement. Our goal is to be the world‘s #1 CRM platform – the hub that all your other apps and systems plug into. We have a long way to go, but the momentum from our partners and customers tells me we‘re heading in the right direction."

So go ahead, dive into our App Marketplace to start discovering all the ways you can extend HubSpot to grow better. The ecosystem is here to catch you.