HubSpot Developer Blog

How to Bring Your App to Market

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The HubSpot App Marketplace is a thriving ecosystem of more than 500+ apps which helps HubSpot customers grow better. When a developer or partner finishes building an app for HubSpot, the recommended next step is to make it publicly available to all 75,000+ HubSpot customers by listing it on the HubSpot App Marketplace.

If you haven’t already listed your app in the HubSpot App Marketplace, consider filling out an app listing flow to make the app available to all HubSpot customers or speak with an app partner manager to learn more about the program.  

If you’re currently in the process of listing an app or have recently listed, you’ll want to launch it to customers and establish your app in the marketplace. Launching your app and establishing your app in the marketplace will set you up for long term success and growth.

 

Launching Your App

When listing an  app in the HubSpot App Marketplace you want it to grow and acquire new customer installs. You could have the best app in the marketplace, but without effectively marketing it, prospective and existing customers won’t know about it. Here are a few ways that you can launch and market your app to customers once you’ve listed it in the App Marketplace.

Prep Your Team with Internal enablement

Before you externally launch your app it’s important that your internal team is on the same page. Listing your app publicly on the HubSpot App Marketplace can create an influx of sales and service requests for your team. By letting your team members know that you’ll be launching an integration with HubSpot, they can be ready to go.

Teach your sales & services team how to talk about your app and why it matters to customers. Consider creating enablement content for your internal team to reference when talking about your app on the HubSpot App Marketplace. This could be a one-pager about your app, why it matters, and a link to your HubSpot listing page for pricing and setup questions.

As a starting point, check out HubSpot’s guide on sales enablement and how to write enablement content.

Announce your App with a Press Release

A press release lets the HubSpot community know about your newly listed app on the App Marketplace. For a newly listed app, a press release will typically include a few sentences about the new app, screenshots of the app in use, and a quote from a customer or team member about the app. We recommend publishing the press release on your website and distributing to PR outlets if possible.

If you are planning to distribute a press release, we require you to submit your release for official review. You can submit your draft to partnercommsreview@hubspot.com (CC’ing appmarketing@hubspot.com) with the subject line: [INSERT COMPANY NAME] PR DRAFT. Please allow 7-10 business days for HubSpot to approve and/or provide edits. Review instructions are included in the template below.

Check out these press release templates to…

For an example press release, check out the HubSpot Company News page where we announced hitting 500+ apps in the App Marketplace.

500 Apps Press Release

Provide Potential Use Cases with a Blog Post

The best way to let your customers know about your new app is to simply tell them. A blog post helps you explain the value of your app to customers and shows the impact of connecting their tools. If you’re having trouble getting started writing a blog post, check out this article on the HubSpot blog to learn more about How to Write a Blog Post.

Once published, you can share your blog post on social media, email, and paid ad channels to help your app gain traction. Your blog post will also help establish your site on search engines like Google and contribute to your SEO strategy.

A great example of a blog post about a HubSpot app can be found here, written by Unific, which builds eCommerce integrations & analytics for HubSpot

Unific Blog Post

 

Show Customer Value with a Case Study

A case study shows potential customers how your app could help them through a real-world example. By telling the story of a customer using your app and detailing how the app helped them grow, a case study proves the value of your app to a potential customer. 

When writing a case study, it’s typical to include the problem the customer was facing, how your app helped solve this problem, and the specific metrics or results showing that your app helped solve the problem. 

If you’re having trouble getting started, check out HubSpot’s guide on How to Write a Case Study.

 

Build Awareness with Social Media 

Social media lets your existing and prospective customers know about your new app on the HubSpot App Marketplace. Social media platforms like Twitter, LinkedIn, and Facebook are great ways to share information about your new app with existing and new followers.

Sharing on social media gives prospective and mutual customers unique and personal insight into your app. Posts on social media announcing your new app typically include a few sentences describing what your app does, a link to your app listing on the marketplace, and a picture of your app in use.

For help crafting your social media post to announce your newly launched app, check out this blog post on How to Craft Perfect Posts for Facebook, LinkedIn & Twitter.

For an example of how to use social media to market your app, check out this Twitter post by OrgChartHub, a HubSpot app to build and store customer organization charts.

 

Notify Customers with an Email

It’s important to keep existing stakeholders up to date on your app. Both internal and external product launch emails can let customers know about your newly listed app on the HubSpot App Marketplace. 

An email about your newly launched app on HubSpot can include information about your app, a link to your app listing on the marketplace, and a link to a blog post or press release with further details.

For suggestions on writing an email announcing your newly listed HubSpot app, check out this blog post on How to Create a Product Launch Email.

 

Target Potential Users with Paid Ads

After you’ve launched your app on the HubSpot App Marketplace and told customers about it, you may want to consider paid promotion. Using paid promotion channels like Facebook Ads or Google Adwords allows you to reach a new, widespread audience of potential customers for your app.

For tips on best advertising practices and getting started running ads for your app, check out the HubSpot created Ultimate Guide to Advertising in 2020.

 

Establishing Yourself in the HubSpot App Marketplace

Beyond launching and marketing your app externally, it’s important that you establish yourself in the HubSpot App Marketplace by differentiating your app. By establishing yourself in the marketplace, you’ll help customers make informed choices, signal the quality of your app, and ultimately grow your install base. Here are a few ways to get started:

 

Recruit Ratings and Reviews

Ratings and reviews are an important factor in a customer’s buying decision. Customers look at reviews to understand which app will fit their specific business needs. Reviews can build trust in your app and the ecosystem as a whole. By responding and adjusting to the feedback in these reviews, apps can build customer trust and loyalty. 

HubSpot Ratings and Reviews Example

You can recruit ratings and reviews using your custom link in your app dev account. Customers must have your app installed to leave a review. Each user can only review your app once, and each account can review your app up to a maximum of three times.

Learn more about how ratings and reviews works and why it matters for your app here.

 

Optimize Your App Marketplace Listing

Users scrolling through the HubSpot App Marketplace have the mindset of a shopper. They want transparency, details, and as much information as possible about each app. If an app listing is missing any of these key details, it can be harder for customers to make a decision.

HubSpot App Marketplace

That’s why optimizing your listing can help your conversion rate by giving visitors a clear indication of what to expect with your app. Five tips we recommend to improve your app listing include:

  • Create a detailed setup guide to show users how to install your app 
  • Record a demo video of your integration in action
  • Choose your categories and features wisely
  • Be transparent with pricing
  • Leverage HubSpot’s app partner resources

Read more on each of these tips to get a better understanding of how to optimize your app listing here.

 

Become a Certified App Partner

App certification is the process of having HubSpot's product team technically review and approve your listed app for quality and efficiency. Certification helps our customers make informed choices by showing that your app meets HubSpot’s quality standards.

HubSpot Certified App Partner Expanded Banner

Certification shows HubSpot customers that you meet our high technical quality, documentation, and UX design standards. It also gives you the opportunity to improve your app based on our product team’s feedback. As an added benefit, certified apps are first in line for distribution opportunities to gain wider visibility across the HubSpot ecosystem. 

Learn more about how certification can help your app grow by earning customer trust here.

 

Grow with HubSpot

HubSpot’s ecosystem of apps provides immense value to our thousands of mutual customers. By becoming an app partner, you become a part of providing long term success to these organizations. Investing in your HubSpot app by launching your app and establishing yourself in the marketplace allows you to grow your business and connect with more customers.

If you haven’t already listed your app in the HubSpot App Marketplace, consider filling out an app listing flow to make the app available to all HubSpot customers. Or if you have already listed your app on the marketplace, consider applying for app certification.

For more information on how to build a better app for HubSpot, check out the HubSpot integration guides.

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