Social media marketing firm HubSpot has raised an additional $35m in a new funding round. The investors include Altimeter Capital, Cross Creek Capital, and, according to two people with knowledge of the deal, the Boston mutual fund giant Fidelity Investments.
HubSpot makes software used by small and medium-size businesses to manage online marketing and social media on sites such as Facebook and Twitter and on popular blogs.
The company has dubbed its approach “inbound marketing,” because it attracts customers who are already searching for a given company’s products or services.
The new investments will bring HubSpot’s total fund-raising to about $100 million since it was founded in 2006 by two alumni of the Massachusetts Institute of Technology’s Sloan School of Management.
Chief executive Brian Halligan said HubSpot will be adding employees in Cambridge, where it already has 400 people, and will open a new office in Dublin in January and hire about 50 people there in 2013.