Dive Brief:

• Online marketing software firm HubSpot has officially filed for an IPO. 
• The IPO is expected to raise $100 million, but that number that will likely change once everything is finalized. 
• The filing comes after recent success — HubSpot was named third most recognizable tech brand in a survey this year and pulled in $77.6 million in revenue last year.

Dive Insight: 

Name recognition could be an advantage for HubSpot, but IPOs for mar-tech and ad-tech firms have been all over the board in recent years. The firm certainly has an aptitude for innovation, but that's not always a translation for success on Wall Street.