Launching a mobile application can be a pivotal decision for any business, especially in today’s digital-first landscape. While some companies develop apps purely to keep up with trends or meet market expectations, others recognize the strategic advantages that a well-crafted mobile presence can offer. Understanding when to invest in building a mobile app—and when to hold off—is essential for maximizing value and avoiding common pitfalls. This decision should be rooted in clear goals, user needs, and a solid understanding of the competitive environment, rather than assumptions or the desire to follow the crowd.
Many organizations face the question of whether a mobile app is necessary at all. The reasons to develop one are as varied as the industries themselves—from enhancing customer engagement to shifting consumer behaviors that favor mobile solutions. For instance, in the banking sector, having a mobile app is almost mandatory as customers expect seamless, on-the-go access to their financial services. Similarly, companies that aim to transform user behaviors—like eliminating paper tickets or boarding passes—see mobile apps as essential tools for creating such paradigm shifts. However, before jumping into development, it’s crucial to examine whether your target audience truly needs or wants your app, and whether your business can sustain the investment.
The Biggest Misconception: Increasing Revenue Is the Primary Goal
When I worked at an app development agency, we often found ourselves advising clients not to build an app solely to boost profits. The most common motivation we encountered was a straightforward desire: “We want to make more money.” While revenue growth is a valid objective, relying solely on an app to generate income is a risky strategy. According to Gartner, less than 0.01% of apps are considered financial successes by their creators, highlighting how difficult monetization can be in this crowded space.
Instead of focusing exclusively on profit, your initial concern should be whether your target users will find genuine value in your app. Data from Statista reveals that approximately 25% of mobile apps are only opened once after being downloaded. Sensor Tower’s estimates of 115 billion app downloads in 2019 show how fierce competition is, with users having countless options at their fingertips. Furthermore, research from analytics firms such as Adjust indicates that 83% of apps do not rank within the Top 300 across their respective store genres, rendering many virtually invisible to organic searches. These “walking dead” apps are out there—existing in app stores but failing to engage or retain users.
For established B2B companies venturing into mobile, there’s often an advantage: an existing customer base. At HubSpot, for example, three out of four of our Mobile Weekly Active Users (WAUs) also actively use our desktop platform. While our free mobile app promotes engagement and service, monetization isn’t our primary goal. So, why does HubSpot maintain a mobile app?
Creating Value First, Profits Second
At HubSpot, our guiding principle is to create value before extracting it. This philosophy, championed by CEO Brian Halligan, underpins our approach to developing mobile solutions. The core idea is to serve users’ needs first, which in turn fosters loyalty and long-term growth.
Nearly half of our app users operate with free HubSpot accounts. Delving deeper, we find that 45% of mobile users work for startups with fewer than 10 employees, and 70% of these startups use HubSpot without paying for a subscription. Our internal research underscores that startup teams often juggle multiple roles—sales, marketing, customer support—where every dollar counts. Recognizing this, our app offers a comprehensive free CRM along with tools like a Business Card Scanner (with no limits), Caller ID, and the HubSpot Keyboard. These features are designed to provide tangible value from the outset, encouraging users to build relationships and manage contacts more effectively.
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Having a mobile app also benefits HubSpot internally. Our data shows that sales teams who actively use the mobile app generate higher revenue retention and achieve nearly double the monthly recurring revenue per sign-up compared to those who do not. This demonstrates that what benefits our users—enhanced tools and engagement—also drives our growth, creating a positive feedback loop. For more insights into app development strategies, explore how to master adding non-steam games to your library on PC and Steam Deck.
Mobile Enhances User Satisfaction and Loyalty
One of the key advantages of a mobile app is its role in fostering customer delight. Our studies indicate that sales representatives who use the HubSpot mobile app are more likely to recommend our platform to others. This correlation was confirmed through a Net Promoter Score (NPS) survey, which measures customer loyalty. The more users engage with the mobile app, the higher their overall NPS rating tends to be. This aligns with findings from Zogby Analytics, which suggest that 30% of consumers might switch brands if they have a poor app experience.
Our commitment to user satisfaction is reflected in our app ratings—4.6 stars on both the Apple App Store and Google Play. We continuously monitor feedback to improve functionality and user experience, knowing that happy customers are more likely to stay, upgrade, and become advocates. This cycle benefits both the user and the business, exemplifying the principle that “what’s good for users is good for business.”
Using HubSpot to Sell HubSpot
A common practice among software companies is to use their own products—often called “dogfooding”—to test and improve their offerings. At HubSpot, we rely heavily on our platform daily, which helps us identify areas for enhancement and innovation. Interestingly, this internal usage also translates into sales success. Our data shows that sales reps who frequently use the mobile app tend to achieve higher sales attainment rates—up to 12% higher than those who rarely or never use it. About 28% of our sales team actively engage with the app several times a week, reinforcing the idea that internal adoption drives external success.
This synergy—where what benefits our users also benefits HubSpot—is a powerful motivator for continued investment in mobile development. It’s clear that mobile can be a driver for growth, happiness, and long-term success. For organizations looking to optimize their app strategies, consider exploring efficient methods for installing and removing multiple steam games simultaneously.
Building a mobile app isn’t simply about keeping pace; it’s about creating meaningful value for users and your business. As HubSpot continues to innovate in this space, we are confident that the best is yet to come. Download the HubSpot mobile app today—free on both the App Store and Google Play—and join us on this journey toward smarter, more connected business practices.
