How to Navigate the Reimagined Marketplace as an App Partner

In a world where customer purchasing behavior has changed dramatically—with decisions being made independently in weeks instead of months—the traditional marketplace model is no longer enough. We've heard from you, our partners, that even with an incredible solution, the sheer number of options can make it difficult for customers to find you.

At HubSpot, we've recognized that partners and customers face a common challenge: bridging the gap between a great solution and a customer in need. We've completely reimagined our marketplace to fix it. This reimagined HubSpot Marketplace is designed to help you get discovered, matched with the right leads, and win more business.

Here’s how we're helping you solve the customer visibility gap.

HubSpot marketplace homepage preview gif

Find Faster: More Opportunities for Discovery

Based on years of research and direct feedback from partners and customers, we uncovered three critical gaps in how solutions were being discovered. This led us to a clear mandate: we had to help customers find you faster, much better, and decide easier.

We know that customers aren't just "window shopping"; they're actively trying to solve a problem. That's why we’ve built a unified infrastructure that transforms how customers approach discovery. Instead of thinking about what type of solution they need, they can now search for the problems you solve.

This has allowed us to eliminate 56% of dead-end searches in the new experience. What does that mean for you? More customers are actually finding solutions, creating more opportunities for you to get discovered by the exact people who need what you offer. Our unified marketplace ensures that your solution is surfaced intelligently alongside all others, maximizing your reach. Our marketplace can now evolve as quickly as market conditions change, rather than being limited by the time it takes to rebuild our underlying systems. This means new product categories can reach their target audiences more effectively and with better timing.

HubSpot marketplace search bar example showing results for "customer"

Match Better: Intelligent Personalization for Quality Leads

For too long, we weren’t using our intelligence to help customers find the right fit, which meant you weren’t being matched with your ideal customer. We’ve addressed this issue with a new personalization engine that utilizes nine distinct recommendation algorithms.

Just like Netflix shows different content to different users, our marketplace now positions your solution in front of your ideal customers based on signals like their company size, industry, HubSpot usage patterns, and business challenges.

Examples of two HubSpot portal recommendation sets for suggested apps

This ensures you’re not just getting more visibility, but you're getting surfaced to customers who are a perfect fit for your solution. The data proves it works: apps that receive this level of recommendation are two times more likely to be installed. This same recommendation engine is also embedded throughout the HubSpot Customer Platform, allowing customers to solve problems during their setup and further increasing your visibility.

Decide Easier: Helping You Communicate Value and Close Deals

Getting discovered is only half the battle. We also want to help you communicate your value and give customers the confidence to install.

Communicate Value

We've decluttered the listing layout, adding prominent "How it works" sections and creating clear functionality explanations. We also highlight when your solution uses our newest platform capabilities, giving you a competitive advantage and signaling to customers that you're building cutting-edge tools.

Sendoso app homepage inside of the HubSpot marketplace

Direct Partner Connection

Sometimes customers need to hear from you directly. We’ve introduced the ability for you to add "Book a Demo" or "Schedule a Meeting" directly on your listing page. No more hoping they'll find your contact form on your website. The engagement from these forms is automatically tracked in your CRM, providing you with qualified leads and full customer context.

Track Commissions card from QuotaPath with options to schedule a meeting or request to be contacted

Reviews for Social Proof

Our new streamlined review process allows customers to leave ratings with one click. What's even more powerful is the ability to ask customers to edit their reviews after you've fixed a bug or updated your app, helping you keep your social proof current and accurate.

Showcase of the new rating system for apps in the HubSpot marketplace

Seamless Install Flow

We’ve built a unified install flow across apps to reduce friction. This technical win has resulted in a 30% increase in click-through rates for the new install flow, meaning more customers are successfully completing the process, regardless of auth complexity.

The Path Forward

This is just the beginning of our journey together. Our goal is to build a road where it's a win-win-win: customers get the solutions they need, you get the customers who succeed, and the HubSpot Marketplace gets stronger. Your success should depend on the value you create, not how hard customers have to search for it.

Want a peek behind the scenes at the new HubSpot Marketplace? Check out Behind the Scenes: The HubSpot Developer Platform and Reimagined Marketplace by HubSpotters Laurie Qian and Jacqui Malis Becker. You’ll see App Settings, App Home, App Objects, App Events, Agent Tools, faster onboarding, and a unified install flow that shortens time-to-value for partners and customers alike.