No deal: Alphabet won’t acquire HubSpot after all

Alphabet’s rumored deal to acquire HubSpot is shelved, sources told Bloomberg (subscription required). Alphabet reportedly walked away from the deal weeks ago, according to Reuters.

• “Parties didn’t get to due-diligence stage in deal talks,” Bloomberg reported.

Early rumors about the talks seemed to solidify at the end of May, when CNBC’s David Faber reported the companies continued to have discussions and an all-stock deal was on the table.

Why we care. Rumors that Alphabet was considering a HubSpot acquisition began in April. Alphabet reportedly made significant strides in discussions to acquire HubSpot by May. But it seems like it’s not going to happen here in July. In the meantime, HubSpot users were either wondering what it would mean for a central part of their marketing stack, or maybe just ignoring it all.

Whatever the truth of any of the rumors, HubSpot’s shares moved up and down like a yo-yo at each twist of the story. Maybe things will settle down now?