HubSpot Acquires Marketing Software Startup Performable

HubSpot, which just raised a massive $32 million from Sequoia Capital, Google Ventures, Salesforce and others; has acquired fellow marketing software company Performable. Financial terms of the deal have not been disclosed.

Performable offers a marketing software platform for businesses looking to optimize their marketing, sales and customer service efforts. The startup gives clients a view into the sales and marketing performance across e-mail, web, social media and mobile tools. Performable provides businesses with analytical tools to understand what marketing and sales efforts are working and can trigger marketing campaigns based on real customer behavior.

Applications in the software platform include marketing analytics, marketing automation, search engine keyword & social media ROI analytics, lead management, cohort analytics, landing pages, social media monitoring and website conversion optimization.

HubSpot says Performable will help its customers turn more visitors into leads and customers and adds considerable talent to the company. For background, HubSpot also helps manage customers websites and generate leads. For example, HubSpot helps businesses build blogs and engage directly with customers via social networks.