September 4, 2019

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

By anaheimsigns

At INBOUND this week, over 24,000 people have come together to learn how to deliver remarkable customer experiences in today’s digital environment. How do you coordinate marketing, sales, and service teams across your company to attract, engage, and delight your audience? How do you accelerate that virtuous cycle of word-of-mouth — or, word-of-keyboard, as the case may be — to win more customers and make them happier customers?


Increasingly, a key part of the answer is: an integrated ecosystem for your tech stack.

Software has eaten the world, as Marc Andreessen predicted eight years ago. Every company now uses a collection of cloud-based apps to run nearly every facet of their business. The term “tech stack” has entered everyday business conversations to describe these collections of tools.

And these stacks are growing, even in the SMB space. According to data from Blissfully, businesses with 101-250 employees have an average of 99 SaaS app subscriptions.


It’s not enough to have the wondrous capabilities all these different apps offer, especially if each is locked in their own silo. To run your business effectively and to give customers a coherent and compelling experience across all the different touchpoints they have with you, all these different apps need to work together.

This is why HubSpot is committed to building an open platform that can serve as a “hub” for the myriad apps across your business that all contribute to improving the customer experience. We want to make it easy for you to orchestrate these apps, to better serve your customers, and to help you grow better.

At the beginning of the year, we shared our progress on this mission from 2018 and celebrated the many new and growing partners in our app ecosystem. We’re excited to give you an update on our platform ecosystem so far this year…

Growth in App Partners and App Adoption


We now have over 300 app partners, based in over 30 countries, providing an incredible range of capabilities that you can plug into your HubSpot portal. Here is just a sample of the categories our partner ecosystem powers:

  • Event management
  • Employee advocacy programs
  • Account-based marketing tools
  • Call system integrations
  • Webinar production
  • SMS messaging
  • Accounting integrations
  • Interactive content
  • Loyalty program management
  • Influencer management
  • RFP response management
  • Content translation
  • Videoconferencing
  • Revenue forecasting
  • Data cleaning and de-duplication
  • Reputation and reviews management
  • Direct mail automation
  • Gift card delivery
  • Affiliate program management
  • … and so much more.

Even within these categories, our ecosystem includes a wide range of apps to provide choice and depth in these capabilities. For example, if you’re looking to implement world-class account-based marketing (ABM), you can leverage buyer intent data from G2, account-based ad targeting from, collaborative account mapping with OrgChartHub, coordinated account promotions in individual emails via Opensense and Sigstr, and dedicated ABM management solutions such as Engagio, Triblio, and Calibermind. All these apps can be integrated with the HubSpot platform as the common system of record.

App adoption is on the rise, as we’re seeing our customers taking advantage of the range of capabilities available in our ecosystem. Of our 64,000+ customers, 93% have installed at least one app or integration. On average, customers install five apps each, and some customers have more than 10 integrations. Across our entire user base, including those working with our free products, 700,000 apps have been installed.

A Brand New App Marketplace Built for Scale

We launched a brand new App Marketplace at INBOUND this week that makes it easier for HubSpot customers to find, understand, and install apps. (Read the announcement here.) With hundreds of app partners to choose from and rising customer appetite for integrations, the marketplace will be a powerful tool to help our customers optimize their processes and improve their customer experiences.

We want to make it easier for customers to find the right apps to grow their businesses and support “informed choice” — understanding the different features and pricing of several alternative products. Here’s what’s new:

HubSpot App Marketplace_v3

1. We’ve organized apps into more granular categories and subcategories, so it’s easier to find what you’re looking for.

2. Want to discover new apps that can help you grow better? We’ve added more collections of apps that are hand-curated for different types of business and users, such as:

3. We leveraged user feedback to help make app listings more helpful. App listing pages are now more robust, significantly expanding the information that app developers can publish in our marketplace. This means you can conveniently see all the important details about an app in one spot, like subscription requirements, shared data protocols, pricing, and demo videos.

Slack V2 (1)

4. For developers, the new app listing flow makes it easier than ever to create and list an app with HubSpot. If you’re an existing app partner, making updates to your app’s listing page has never been more frictionless. And now, your whole team can now access your tier status, install progress, and app listings all from one account — no more waiting for monthly emails.

App Listing Flow

The Most Popular Apps in Our Ecosystem Today

The advantage of a growing number of app partners is that you are more likely to find the one that meets your requirements, even if you’re looking for a solution that’s highly specialized. However, we also find it’s useful and interesting to see which apps are being widely adopted by HubSpot users, revealing trends about the capabilities many businesses are adding to their tech stacks.

Through July 2019, these were the top 20 most popular integrations in the HubSpot ecosystem:

  1. Gmail — email service
  2. Outlook Calendar — book meetings
  3. Zapier — integrations automation
  4. Facebook Ads — targeted social ads
  5. Google Calendar — time-management and scheduling
  6. Twitter — microblogging and social networking
  7. Mailchimp — email and marketing automation
  8. WordPress — free content management system
  9. LinkedIn — social network for professionals
  10. Facebook — social media and networking
  11. Slack — collaboration hub for work
  12. Google Search Console — website indexing and optimization
  13. HubSpot Video powered by Vidyard– create and manage videos
  14. Google Ads — online advertising
  15. SurveyMonkey — survey collection
  16. Databox — KPI dashboards
  17. Eventbrite — event management and ticketing
  18. Salesforce — CRM
  19. LinkedIn Ads — targeted social ads
  20. GoToWebinar — video conferencing

Many of those integrations were built by HubSpot to connect with apps that are already widely adopted, such as Gmail, Facebook, and Twitter. We also want to recognize the top 20 most popular integrations built by our app partners to highlight the broader set of capabilities in our ecosystem:

  1. Databox — KPI dashboards
  2. MagneticOne  — business card reader
  3. — integrations automation
  4. Typeform — online form and survey-building
  5. Hotjar — heat mapping
  6. PandaDoc — docusigning
  7. Zendesk — support ticketing and customer service software
  8. Unbounce — landing page building
  9. Import2 Data Migration — data migration tool
  10. PieSync — integrations automation
  11. Intercom — customer messaging
  12. HelloSign — docusigning
  13. ManyChat — Facebook bot creation
  14. Klipfolio — business dashboards
  15. AdRoll — ecommerce marketing
  16. Teamwork Projects — team collaboration
  17. Instapage — landing pages
  18. Drift — chat software
  19. Wistia — video hosting
  20. Import2 Wizard — seamless data sync

There’s also our “rising stars” — the fastest growing apps by total net installs since January 1, 2018:

  1. Import2 Data Migration — data migration tool
  2. ManyChat — Facebook bot creation
  3. Typeform — online form and survey-building
  4. CRM Perks WordPress Plugin — form building
  5. Integromat — integrations automation
  6. Intercom — customer messaging
  7. OptinMonster — lead generation
  8. Leadfeeder — visitor tracking
  9. JotForm — form building
  10. Import2 Wizard — seamless data sync
  11. Better Proposals — proposal creation
  12. G-Accon — Google Sheets connector
  13. Insycle — data management
  14. OrgChartHub — organizational chart building
  15. Asana — project management
  16. Salesmsg — SMS and MMS messaging
  17. Neverbounce — Email data cleanup
  18. WooCommerce — ecommerce connector
  19. Setmore — appointment booking
  20. Autopilot — marketing automation

Congratulations to these app partners on their growing success. We’re happy that so many HubSpot customers are getting value from their solutions.

Want to Build Your Own App With HubSpot?

If you’re an app developer — or aspire to become one — we warmly invite you to join our platform ecosystem. Tens of thousands of HubSpot customers around the world are eager for new and innovative solutions that will help them manage, streamline, and integrate their business activities. And we’re committed to doing our very best to deliver an excellent experience to developers and customers to help them connect and grow better together.

Developers Website for Retro

As our CEO Brian Halligan said in our public earnings call last month:

“This year we’re adding fuel to the platform fire… Through our partners we’ll be able to do more and, our customers themselves will be able to do more. We’re just getting started here.”

Learn more at