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HubSpot Moves Into Marketing Automation Space With Acquisition Of Performable


Expanding bhubspot_and_performableeyond its core of inbound into the middle of the funnel, HubSpot announced its acquisition of marketing automation company Performable this week. The acquisition is intended to expand the functionality of HubSpot’s platform, and enhance its customers’ ability to turn more visitors into leads and customers.

HubSpot VP of Marketing Mike Volpe told DemandGen Report the acquisition will help accelerate company growth. “First, we instantly have more advanced MoFu (middle of the funnel) functionality to sell to customers now,” he said. “Second, it gives us the ability to grow with our customers and serve larger companies. Finally, the combination of these two product teams gives us the best product development team in all of BtoB software, so we will be improving and enhancing our products at a rapid rate.”

Marketing Automation Category Shows Record Growth in Q1 In Revenue & Customer Count

Marketing automation vendors across the board reported an increase in revenue, customers and year-over-year growth in Q1. Players focused on serving the enterprise-level market reached new milestones, while vendors catering to the SMB market reported record quarters as well. While some industry insiders attributed the growth to the need for more sophisticated marketing programs, vendors pointed out that other verticals, including healthcare and financial services, are adopting automation tools more rapidly.

Heavyweights Line Up Behind HubSpot For New $32 Million in Series D Funding

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HubSpot
announced today it has secured $32 million is Series D funding, financed by Sequoia Capital, Google Ventures and Salesforce.com. This marks the first joint investment for the three companies. This is the fourth round of financing round for HubSpot.

HubSpot CEO Brian Halligan said the company will allocate a large portion of the funding toward research and development, as the company continues its commitment to innovating inbound marketing for the SMB market.

"The fundamental way that people shop, learn, and buy has changed radically in the last few years,” Halligan said. “HubSpot helps transform the way businesses market from outbound marketing (cold calls, email blasts, and direct mail) to inbound marketing (Google, blogs, social media, mobile, etc.).”

Sales 2.0 Gains Steam As Data Shows Payoffs In Conversion Rates, Shorter Sales Cycles

Screen_shot_2010-07-07_at_2.00.55_PMWith research showing that companies deploying next generation sales automation tools are realizing higher lead conversion rates and shortened sales cycle times, interest in the Sales 2.0 movement continues to grow. More than 300 executives gathered in Boston last month for the latest in the series of Sales 2.0 conferences, which featured presentations from executives at Salesforce.com, Hubspot and Brainshark among others.

Polly Sumner, Chief Adoption Officer at salesforce.com, presented the opening keynote address at the Sales 2.0 East event, and shared insights into the “forensics” salesforce.com uses to analyze potential deployment gaps for its customers, as well as how the company is using the new Chatter collaboration platform to reduce internal email volume by up to 30%.

 

HubSpot Inbound Marketing Software

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SOLUTION SNAPSHOT:

HubSpot is inbound marketing software that helps your business get found on the Internet by the right prospects and convert more of those prospects into leads and paying customers.

New Report Shows SMBs Stepping Up Inbound Lead Gen, Social Strategies

As lead generation continues its momentum even in a tough economy, some differences between large companies and their small-to-medium sized counterparts are starting to take shape. Case in point: A new survey from Cambridge, MA-based marketing services agency HubSpot shows that SMBs spend three times more money on social media for lead generation than larger companies do. SMBs, according to the survey, spend 14% of their lead gen budget on the newest blogs and social media as compared to 5% for larger companies.

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