BrightInfo, a content analysis and web site personalization tool, has integrated with HubSpot’s marketing automation platform. The move positions marketers to automatically generate individualized content recommendations for anonymous visitors to their web site or landing pages based on buyer behaviors.
The integration is designed to give BrightInfo access to the user's portfolio of content located within HubSpot, which can then be used to automatically provide content recommendations based on how visitors are behaving. Supplying visitors with this relevant content is intended to help move anonymous visitors along the buying cycle, ultimately turning them into known prospects and boosting conversion rates.

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"As the leading marketing automation vendor for the SMB market, HubSpot has a $25 billion total addressable market and multiple years of high-growth potential," Barnicle said, adding, "With the prospect of 30%+ growth over the next several years, we believe HubSpot warrants a premium valuation."

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Digest...

There are a few things we learned about Hubspot that anyone considering investing in the company should know.

In July, Hubspot's top two technical people quit the company. Hubspot's chief product officer, David Cancel, and vice president of engineering, Elias Torres, quit at the same time to go start a new company together. It's not a small loss. Cancel and Torres hired most of Hubspot's engineering staff. So far, none of those people have followed them out the door — but insiders expect that to change six months to a year from now.

Hubspot management blew its relationship with Salesforce.com, costing themselves hundreds of millions of dollars and costing the company sales. A few years ago, $35 billion SaaS giant Salesforce invested in Hubspot. Soon, it was sending some of its customers Hubspot's way. Then, in early 2013, Salesforce approached Hubspot with an offer to buy the company for a price north of $1 billion. Hubspot management said no. Salesforce.com went with plan B and bought the parent company of a Hubspot competitor, Pardot. Now Salesforce is going to its customers it previously set up with Hubspot and offering them discounts to switch to Pardot. Meanwhile, Hubspot is looking to IPO at a price lower than Salesforce's offer a year and a half ago.

Hubspot has higher than normal customer churn. In part because Hubspot sells to small and medium-sized business , it has a higher than normal customer churn rate. The number Hubspot cares more about, "subscription dollar retention rate" isn't much better. In 2013, the last full year reported in the company's IPO filing, it was 82.9%. That means 17% of 2012's subscription revenue dollars went away in 2013. This white paper from Bessemer Venture Partners says healthy SaaS companies keep their retention rate above 90%. 

Hubspot's customer-acquisition costs keep rising. We're told it takes something like 20 to 24 months for a single Hubspot customer to generate enough revenues to pay for the marketing costs it took for that customer to be acquired. 

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Digest...

In addition to launching a CRM at its INBOUND 2014 event, HubSpot added a number of new features to its marketing platform, including enhanced attribution and revenue reporting, campaign wizard and a content calendar. These upgrades come as the company prepares to launch its IPO.

“Our ultimate goal since we started HubSpot has been to help companies and agencies worldwide grow their business with inbound marketing,” Dharmesh Shah, HubSpot’s Co-founder and Chief Technology Officer, told attendees at INBOUND 2014. “The product launches represent massive leaps in what’s possible for marketers with HubSpot’s platform, and include features that will help marketers worldwide fundamentally transform the buying experience e for their prospects, customers, and leads.”

Among the new features, Shah highlighted revenue reporting, which he called “the one metric that matters most.”  The upgrade is an expansion of Revenue Reporting in HubSpot to work with a range of CRMs and tie marketing channels, content offers, and campaigns to the bottom line, he explained.

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