HubSpot moved from an application-focused company to a platform company by building an app marketplace. They saw marketing transition from an outbound push model to an inbound pull model, and their own tools fragmented across different vendors. Their solution was to create an integrated platform and open their APIs, allowing partners and customers to build apps. They released over 40 apps in 4 months, seeing rapid growth in installed apps. To successfully build an app marketplace, HubSpot focused on good customer experience, compelling incentives for developers, strong developer support, and internal commitment to APIs.
12. Top of the Website Blog Social
SEO Media
funnel
Middle of Landing Lead Lead
the funnel Nuturing Email Mgmt
Pages
Analytics Analytics A/B Test Mobile Sales
Intel
17. Website Blog SEO Social Blog
Media PPC Creation
Landing Lead Lead Press
Nuturing Email Mgmt Webinars
Pages Releases
Analytics A/B Test Mobile Sales CRM Your Idea
Intel
20. “There’s a marketing app or service
for that”
Website Blog Lead Landing Blog
Nurturing Pages PPC Creation
SEO Analytics Email
Lead
Mgmt Webinars
Press
Services
Marketplace
Releases
Social
Media A/B Test Mobile Sales CRM Your Idea
Intel