Description: Entrepreneurship. Digital Media. Leadership. Business. Life.
HubSpot announced today that they are acquiring The Hustle for what Axios has reported to be $27 million. The Hustle is a 1.5 million reader strong eNewsletter business targeting entrepreneurs and business owners. In commenting on the acquisition HubSpot highlighted the overlap between The Hustle’s readership and parallels with the resources and audience that HubSpot has been building on its blog as well as the overall fit with its customer base.
Anyone who has considered HubSpot is likely well aware of the amount of best practice content they offer their customers and prospects. Adding an engaged audience of potential HubSpot customers and a distribution channel for that content makes tactical sense.
So why does this matter beyond what seems like a smart – albeit expensive – marketing play? I’ve long been a proponent of pairing Software as a Service (SaaS) businesses with content. And it’s a trend to watch as SaaS businesses become more sophisticated in their customer acquisition and deepen their value proposition beyond simply offering a software toolset.