7 Ways HubSpot Partnerships Scales for Growth

HubSpot’s partner ecosystem is a cornerstone of its business strategy, driving customer growth and retention through a network of solutions and technology partners. Kelly Sarabyn explains how HubSpot’s partner-first approach has created a collaborative environment where ISV (independent software vendor) partners and solutions partners work together seamlessly to serve a diverse customer base. The ecosystem caters to SMBs and mid-market companies, with HubSpot’s DNA rooted in making its platform accessible and extensible for these businesses.

Over the years, HubSpot has evolved from a marketing automation provider to a comprehensive CRM platform, making it indispensable for businesses looking to scale. Its ecosystem supports this evolution by enabling partners to enhance HubSpot’s functionality through integrations and customizations. Kelly highlights the importance of collaboration within the ecosystem, where developers, agencies, and app partners contribute to solving customer pain points. This integrated approach ensures customers access tailored solutions that fit their unique needs.

The ecosystem’s success lies in its openness and accessibility. HubSpot provides extensive documentation, developer tools, and an academy to train partners. This inclusivity attracts many contributors, from large-scale ISVs like Gong and PandaDoc to smaller agencies specializing in digital marketing or RevOps. With over 1,500 app partners and thousands of solutions partners, HubSpot’s ecosystem demonstrates how a platform-led approach can drive mutual growth for all stakeholders.

HubSpot’s technology partner program is designed to empower ISV partners to thrive within its ecosystem. Kelly discusses how HubSpot’s robust developer tools, including SDKs, APIs, and features like user interface extensions (UIE), enable partners to create seamless integrations that elevate the customer experience. These tools enhance the functionality of HubSpot’s core platform and open new revenue streams for ISVs.

One of HubSpot’s standout initiatives is the Partner Growth Accelerator program. This program collaborates with technology and solutions partners to co-create marketing campaigns and leverage mutual strengths. For example, an ISV specializing in conversational intelligence might collaborate with a solutions partner to offer a complete sales and marketing solution for shared customers. Such collaborations exemplify how HubSpot fosters co-innovation among its partners.

Kelly also highlights the investments HubSpot has made in its app marketplace, which receives over a million monthly visits. HubSpot ensures its technology partners can reach the right audience by improving discoverability and functionality within the marketplace. The marketplace isn’t just a distribution channel; it’s a hub for connecting customers with apps that address specific business needs, driving adoption and customer satisfaction.

Co-marketing and co-selling are integral to HubSpot’s partnership success. Kelly shares how joint campaigns, such as webinars, e-books, and field events, bring solutions and technology partners together to amplify their reach. The key to successful co-marketing lies in aligning the value propositions of both partners to craft a compelling narrative that resonates with the target audience.

One of HubSpot’s most successful co-marketing strategies involves running targeted field events. These events, ranging from executive dinners to workshops, allow partners to engage directly with prospects in their local markets. For example, a solutions partner and an ISV partner might co-host an event showcasing how their combined offerings simplify CRM and marketing automation for SMBs. The result is a stronger connection with attendees and a higher likelihood of conversions.

HubSpot’s co-sell initiatives are equally impactful. While ISVs benefit from selling their apps to HubSpot’s customers, solutions partners gain by showcasing their expertise in integrating and optimizing these tools. Kelly explains how HubSpot’s deal registration process ensures transparency and collaboration, enabling partners to work seamlessly without stepping on each other’s toes. These initiatives not only drive revenue but also strengthen the ecosystem’s cohesion.

HubSpot’s ecosystem thrives on a shared commitment to customer success. Kelly emphasizes how solutions and technology partners collaborate to ensure customers receive maximum value from the platform. This collaborative approach includes building custom workflows, integrating third-party tools, and providing ongoing support to address evolving business needs.

Solutions partners are critical in scaling customer success by offering specialized services like implementation, training, and strategy. Meanwhile, technology partners add value through apps that extend HubSpot’s functionality. For instance, field service management tools like Zooper or enterprise-grade CPQ solutions complement HubSpot’s native features, enabling customers to tackle complex challenges.

Another area where collaboration shines is in customer retention. By leveraging joint insights from solutions and technology partners, HubSpot ensures customers have a unified experience across their tech stack. Co-service programs are emerging to streamline this process, creating a win-win-win scenario for HubSpot, its partners, and its customers.

Looking ahead, HubSpot’s ecosystem is poised for further growth, driven by advancements in AI and an expanding partner network. Kelly predicts that AI-powered tools will be pivotal in enhancing marketing and sales workflows, from automating cold outreach to generating actionable insights. HubSpot’s focus on integrating AI into its platform ensures partners can leverage these capabilities to deliver even greater customer value.

Another exciting trend is the rise of partner-to-partner (P2P) collaboration. Kelly envisions more partnerships between ISVs and solutions partners to deliver holistic solutions that address specific business challenges. These collaborations benefit the end customer and strengthen the ecosystem’s interconnectivity.

As HubSpot continues to innovate, its commitment to fostering an inclusive and supportive ecosystem remains steadfast. By providing the tools, resources, and opportunities for its partners to succeed, HubSpot is setting the stage for another decade of transformative growth in CRM and marketing automation.