HubSpot Inc. (NYSE: HUBS) raised its expected initial public offering (IPO) price range earlier this week, and then priced the offering higher still. The stock wasn’t finished though, opening about 32% above the IPO price.

HubSpot, which provides a cloud-based software platform for inbound sales and marketing calls, priced its IPO on Wednesday night at $25 a share, above the revised range of $22 to $24, and much higher than the original range of $19 to $21. The number of shares included in the IPO remained unchanged at 5 million.

Underwriters for the IPO are Morgan Stanley, J.P. Morgan and UBS Investment Bank, and co-managers are Pacific Crest Securities, Canaccord Genuity and Raymond James. The underwriters have a 30-day option on an additional 750,000 shares.

HubSpot integrates social media, search engine optimization, blogging, website content management marketing automation, email, customer relationship management and reporting into a single platform to help businesses attract visitors to their websites and ultimately to convert these visitors into customers. The tie with social media is a particular selling point, given the strength of other recent IPOs, especially Alibaba Group Holding Ltd. (NYSE: BABA).

The stock hit a high of $32.99 before settling in to trade at around $30 a share. More than the full 5 million shares in the IPO had changed hands by late Thursday morning.

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