HubSpot is well-known for its inbound marketing roots, but over the years, it has evolved into a robust, multi-functional platform that supports not just marketing, but also sales, customer service, and operations.
One of the less-discussed but equally important transformations in HubSpot’s ecosystem is its increasing support for technical partners. As HubSpot enhances its API, custom objects, and serverless functions, the platform is making it easier for businesses to handle complex, technical projects within its environment.
In this blog post, we’ll explore how HubSpot’s partner program is empowering technical partners to grow the ecosystem, solve complex client challenges, and prepare for the future. Drawing from insights from industry experts, we’ll dive into how HubSpot’s technical advancements have helped partners like you thrive.
HubSpot’s Growing Support for Technical Partners
One of the key shifts in HubSpot’s strategy has been its increased focus on supporting technical partners who drive innovation in the platform’s ecosystem.
In a recent conversation at INBOUND 24, Tom Richard and Corné Van Driel, Co-founders of Unlimited Tech Solutions - an Elite HubSpot Solutions Partner - emphasized this trend:
“The thing I'm seeing is the very, very big shift or at least amplification of the supporting of partners who are doing the technical work, who are growing the ecosystem, who are, you know, really doing the right thing. So they've got, just a lot of different initiatives that are providing support in various ways for partners who are helping do that type of work, which is really wonderful”.
This support comes in many forms, whether through developer resources, technical documentation, or access to beta features like UI extensions and public apps. HubSpot is creating more opportunities for partners to build tailored solutions that go beyond marketing automation, addressing technical needs that previously required external systems or custom development.
Solving Highly Technical Client Problems
In the past, technical partners often had to shy away from certain projects due to platform restrictions, which made it difficult to integrate complex solutions directly within HubSpot.
For example, Tom and Corné mentioned how a photography business needed an external portal to manage their processes within HubSpot, a workaround that added complexity to the project:
“We've really shied away from doing things that would require the functionality that we're now going to have available to us in a public app setting because of the restrictions. But the only thing that really comes to mind that we can do significantly different doing this, is the photography business that required an external portal to HubSpot in order to enable functionality”.
Thanks to HubSpot’s UI extensions, newly available for public apps, and feature parity between private and public apps, these kinds of workarounds are no longer necessary.
Now, technical partners can integrate custom solutions directly into HubSpot’s environment, eliminating the need for external systems and reducing both costs and complexity for clients.
As Corné noted, this change opens up significant new possibilities for technical partners:
“There is a good chance that that functionality can now be completely integrated into HubSpot, and perhaps not even need the enterprise subscription in order to make that possible. Previously, we would have had to post our own web server outside of HubSpot, right?”.
Hiring Technical Talent from the Other Ecosystems
One of the reasons for HubSpot’s rapid evolution into a technical CRM is its adoption of features and concepts that are traditionally found in more complex CRM platforms like Salesforce. For many technical partners, experience has become a key strategy for managing increasingly technical HubSpot projects.
As Tom and Corné pointed out, bringing in talent from more mature CRM ecosystems like Salesforce has allowed their company to meet the growing demand for custom development and technical integrations:
“Something that is not a big secret that you and I have been doing to really upgrade our talent is hiring from the Salesforce ecosystem. It's a more mature ecosystem”.
By hiring developers and experts with Salesforce experience, technical partners can unlock HubSpot’s full potential, delivering solutions that integrate deeply with the platform’s evolving technical features. This talent crossover is critical as HubSpot continues to grow into an all-encompassing customer platform.
Preparing for the Future: HubSpot’s Technical Roadmap
HubSpot is no longer just a tool for managing marketing campaigns — it’s rapidly becoming a platform that empowers businesses to manage sales, operations, and technical projects all in one place. As Corné pointed out, HubSpot is taking inspiration from platforms like Shopify and adopting serverless components to give users even more flexibility:
"With some of the changes Hubspot's making with serverless UI components, I think they're heading in that same direction where we're not going to be in a particular vertical anymore. We're just going to be facilitating basically whatever you want to do with it in a way that is still secure, highly maintainable, but non-restrictive in how you can use it".
This shift clearly indicates that HubSpot is focused on future growth, not just as a CRM but as a comprehensive customer platform that supports businesses across multiple industries and verticals. For technical partners, this means new opportunities to expand services, build more complex solutions, and tap into a growing market of businesses looking to maximize HubSpot’s capabilities.
HubSpot’s Technical Partners Have a Bright Future
HubSpot’s evolution into a more technical, flexible platform has created exciting new opportunities for partners specializing in technical work. With increased support from HubSpot, more robust technical features like UI extensions and serverless functions, and a thriving partner ecosystem, businesses can now offer cutting-edge solutions to their clients without the need for external systems or expensive enterprise plans.
For technical partners, the future looks bright as HubSpot continues to grow and innovate. By staying involved in the partner ecosystem, hiring talent with CRM expertise, and leveraging HubSpot’s evolving technical tools, partners can position themselves to deliver advanced solutions that meet the needs of an increasingly complex market.
If you have a complex tech stack in need of integrations and have been hesitating to adopt HubSpot, reach out to the highly technical team at Unlimited Tech Solutions and start scoping your project today! (Click here).
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