Expanding beyond 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.”
- Published in DemandGen Reports