According to Bloomberg, Alphabet was in talks with HubSpot earlier this year, "but the sides didn't reach a point of detailed discussions about due diligence," the report said, citing people with knowledge of the matter.
HubSpot develops software that companies, mostly small and medium-sized businesses, use to automate marketing and reach prospective customers. Buying HubSpot would have helped Google grow revenue from business software, alongside cloud infrastructure, as well as other non-cloud businesses under the Alphabet umbrella.
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