HubSpot increases API calls by 104% in 6 months with a Postman Public Workspace

The HubSpot Developer Relations (DevRel) is focused on driving API adoption. This encompasses creating a first-class developer experience that is conducive to innovation. The team's approach is dedicated to going beyond traditional responsibilities and truly engaging with the developer audience.

Firstly, creating a seamless onboarding process was key. Simultaneously, developers would benefit from enriched technical content to increase awareness of HubSpot API features. Learning resources, such as up-to-date interactive APIs or code examples, were needed to help developers easily build with HubSpot APIs.

HubSpot's expansive range of tools and services provides extensive choice. To match this, technical documentation navigation needed to be comprehensive. Users required guidance on where to start, as many different account types, app types, and resources exist. Additionally, quickly identifying the most relevant and up-to-date API version is critical

The HubSpot Developer Relations (DevRel) team has used the Postman API Platform to revolutionize API strategies, enrich technical content and exponentially improve the developer experience.

The HubSpot public workspace was the first feature built. It was integrated with GitHub and Postman. The workspace provides easy access to up-to-date API schemas while reducing friction. Errors between API specifications and Postman Collection have been reduced.

“The Postman API Platform enables developers to engage with and collaborate with HubSpot APIs, especially with the GitHub integration. We're seeing developer engagement continually increase.”

Rohit Panicker, Software Engineer, HubSpot

HubSpot developer community members can quickly onboard and begin testing APIs. Developers have access to up-to-date API documentation. The public workspace is a central source of truth for learning about HubSpot's public services and deepening understanding of HubSpot API features. The HubSpot DevRel team can use workspace reports to collect API adoption metrics for analysis.

The workspace is part of the Postman API Network, which makes it even easier to discover and consume APIs. Developers can provide feedback, which enhances everyone's experience.

Additionally, HubSpot is a Postman-verified team on the Postman API Network. This is more than an identity check, as developers can be confident knowing these are high-quality workflows from a trusted publisher.

“The Postman API Network, with its verification, provides assurance of high-quality HubSpot API assets. This confidence encourages innovation and creates a happier developer experience.”

Hannah Seligson, Senior Developer Advocate, HubSpot

Postman is designed to enable API collaboration. Developers can engage with the public workspace by creating a free Postman account. Developers can then forkcollections and APIs for consumption in a separate workspace without affecting the original assets. It's also possible to watch specific APIs and receive notifications on API scheme changes. This API accessibility for developers is particularly helpful, ensuring they have the latest API definition when integrating with HubSpot public apps or leveraging new features like UI Extensions with HubSpot data.

“Our partnership with Postman is creating a continuously growing and active developer community that can easily access, test and use HubSpot APIs. Collaboration is the core to our success.”

Chris Riley, Senior Manager of Developer Relations, HubSpot

Easier API authentication is one example of the multiple features available on Postman being used by HubSpot. Postman API authentication is now used for popular APIs. It expedites the time taken to send requests, allowing developers to get immediate value from APIs. Alongside this, an app applies OAuth 2.0 to HubSpot's CRM-specific services in the workspace. The time to first call (TTFC), which covers the time taken to create an account, generate API credentials and make the initial call, has been reduced. It's now quicker and easier for customers to test HubSpot's CRM APIs.

“With HubSpot's numerous APIs, we've enhanced our workspace by organizing collection groups strategically. This categorization by function or product type simplifies navigation and provides a great user experience.”

Hannah Seligson, Senior Developer Advocate, HubSpot

HubSpot grouped collections together based on workspace features and products, such as CRM, CMS, and functionalities, including the Automation and Marketing APIs. Each collection includes a Run in Postman button, allowing developers to easily fork these collections into their own workspace. This organized approach simplifies the process for developers to locate the specific API they need.

Notably, HubSpot's CRM API Collection is featured under Postman's Developer Productivity category.

The HubSpot DevRel team used Postman to expedite onboarding, enhance collaboration and reduce TTFC. This is all part of the team's goal of helping developers extend the power of HubSpot's platform through technical content and resources, such as code samples, webinars, blogs, events, and more.

The total number of API calls on Postman increased by 104% in the six months from November 2023 to May 2024. This data source is collected through Postman's public workspace reporting, a feature the HubSpot DevRel team provided early feedback on during inception. The team's efforts, combined with Postman features, clearly impacted the workspace's engagement levels, doubling them relatively quickly.

“The HubSpot DevRel team's work with Postman is demonstrating how HubSpot APIs have infinite possibilities. We are excited to see the rapid increase in API calls and developer engagement.”

Brian Gorbett, VP, Product, HubSpot

HubSpot is setting newer and higher standards in delivering APIs that exceed expectations. The team's work in building an active developer community in the last year was recognized with the 'Top New API Award' at the Postman API Network Awards 2024.

Postman and HubSpot are continually optimizing opportunities to benefit the developer community, as collaboration is the beating heart of this partnership.