Why Google would acquire Hubspot?

For context: Google had $305B in revenue in 2023 of which $240B (78.8%) came from advertising revenue, majorly selling to SMB. Hubspot had revenue of $2.17B from selling sales and marketing tools.

One of the biggest challenges today is:

• Correctly identifying who is the visitor on your website
• Identifying other social signals of the reader of your content
• Recording it in a streamlined way in the CRM
• Retarget the same audience at a later point in time through other channels.

The problem attributes towards the advertising spend directly to consumer acquisition and sales without a connection to the SMB’s CRM. If Google owned a CRM they could plumb in any Google advertising to automatically provide attribution.

This would allow the SMB to have that direct proof of performance of customer acquisition and potentially sales data. The end result would be more SMB customers and larger spends by those customers.

Future is in content-led inbound marketing. If the deal is successful there is a massive shift towards hyper-personalized content marketing.