Hubspot acquires Performable – updated


B2B Lead Generation | The exciting world of B2B marketing

(Editors Note: We attended a webinar with a demonstration of Peformable, so we understand the value a lot better. We wish to update this post.)

Hubspot is strongest at the top of the funnel, which they call “Tofu” – things like social media, keywords, blogging and search optimization.

Hubspot is decent at the middle of the funnel, which they call “MoFu” –  landing pages, lead nurturing, emails and lead intelligence.

The advanced middle of the funnel area is where they were weak – Workflow, social and mobile tracking and analytics.

We also saw a demonstration of the Performable product – strong at workflow. If this and this happens, do this. For instance, mention a competitor on Twitter and visit our website, send a comparison. But Performable also offers a very powerful 360 degree view – looking at every aspect of a particular person – blogs, social profiles, interactions with us, etc.

One things about the marketing automation space – it’s not dull.

Yesterday, Hubspot announced the acquisition of Performable. After raising $32MM in a recent venture round, Hubspot is well-positioned to make strategic acquisitions. (Editor’s note: We were the featured guest on Hubspot TV in the episode “HubspotTV with Marketing Strategist Jeff Ogden.“)

Here’s why Hubspot says they did it.

“The acquisition brings sophisticated ‘middle of the funnel’ marketing functionality to the HubSpot platform, meaning it will enhance businesses ability to turn more visitors into leads and customers. The acquisition also adds top product development, user experience, and engineering talent, starting with veteran entrepreneur David Cancel who will become HubSpot’s Chief Product Officer.”

In the opinion of Find New Customers, Hubspot was bumping up against rapid growth constraints. They simply could not hire programmers fast enough. I think the “build or buy?” decision came down to time – with deep pockets and the need to move fast, this make a lot of sense. However, we are not familiar with Performable.

What do you think of this acquisition? We love comments and those who share.

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Jeff Ogden (@fearlesscomp) is President of the B2B lead generation consultancy, Find New Customers. He presented “How to Build an Awesome Personal Brand” at the 140 Social Media Conference and appeared to discuss B2B lead generation on Sales Lead Management Radio. To learn more about Jeff, please click on Who is the Fearless Competitor?

Find New Customers helps companies (with between 150 and 5,000 employees who sell complex products to businesses) to implement world-class lead generation programs. As companies struggle to create quality sales opportunities, they turn to lead generation companies like Find New Customers.
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