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    Boston-based marketing startup says it’s raised $32 million

    Drift, the Boston-based marketing startup that helps companies convert visitors to their website into sales prospects, said Tuesday that it has raised $32 million in new investment.

    The funding round was led by General Catalyst and included CRV and Sequoia Capital. HubSpot, a leader in the digital marketing business, is also an investor. The round raises Drift’s total fundraising to $47 million.

    The company plans to use the money to expand, including by opening a new office in San Francisco. Drift also expects to hire 100 new people, on top of the 55 who work there now.

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    “The Drift team is rewriting the playbook for modern sales and marketing,” Larry Bohn, managing director at General Catalyst, said in a statement. “The speed with which they’ve been able to do it and establish a leadership position in the market has blown us away.

    Drift was founded in 2014 by David Cancel and Elias Torres, veterans of another big Boston marketing-tech company, HubSpot. The pair sold their previous company, Performable, to HubSpot Drift said it now has 50,000 people using its services to generate leads.

    Andy Rosen can be reached at andrew.rosen@globe.com. Follow him on Twitter @andyrosen.