(Reuters) -Google-parent Alphabet has abandoned its plans to buy online marketing software company HubSpot ( HUBS ), Bloomberg News reported on Wednesday, citing people familiar with the matter.

HubSpot ( HUBS ) shares fell nearly 12% in afternoon trading while Alphabet shares were up 1.2%.

In April, Reuters had reported, citing sources, that Alphabet was in talks with advisers about making an offer for HubSpot ( HUBS ).

Alphabet had communicated its interest in a potential deal with HubSpot ( HUBS ) earlier this year, but the sides didn't reach a point of detailed discussions around due diligence, the Bloomberg report said.

Google and HubSpot ( HUBS ) did not immediately to Reuters requests for comments.