Acquisition Thursday: HubSpot Buys Marketing Software Company Performable

According to a release, David Cancel’s Performable ( Q&A from Sept. 2010) has been purchased by HubSpot ( Q&A from August ’09). Read the release.

David Cancel is the original creator of Ghostery (the Firefox plug-in which tracks cookies and was sold to Evidon in early 2010) and a former member of the Lookery team among other recent entrepreneurial exploits. Performable is/was very focused around landing page optimization which includes the goal of creating better performing copy among other things (see more in the comments below). Cancel will become Chief Product Officer at HubSpot.

Hubspot recently took a whopping venture round of $32 million which included investment from Google Ventures, and Sequoia Capital. Both HubSpot and Performable are Boston-area companies.

Key trends here include the ongoing need for marketing automation particularly as it relates to small and medium-sized businesses. Though, these tools can be used by the big guys, too. HubSpot and Performable provide access to analytics and optimization levers to help the marketer increase traffic, grow conversions, etc.

Need more? Looks like Performable and HubSpot are offering a demo later this month.

By John Ebbert

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  1. John – Performable has moved away from its early LPO focus to concentrate on the larger opportunity of Lifecycle Marketing. What’s important to note here is that *automated understanding* and *programatic response* to where a person is in the product consideration set transcends Performable’s B2B focus. It is the future of all marketing. Performable just happens to be leading this revolution, along with another company I know well. Congrats to my friends at Performable and Hubspot. I would not want to be competing against them.

  2. Nice! Congrats to Dave, Elias and the rest of the team. And to Hubspot, for a great acquisition – Performable has built a great product, pioneering some features that will be part of any half decent analytics and data management platform down the road… As Jonathan said, compete against these guys at your own risk 😉

  3. This acquisition fills a hole in HubSpot’s product, which competes in the marketing automation space against other vendors who have much more robust automated campaign capabilities. Makes perfect sense.