From NetSuite to HubSpot: How White Labs Strengthened Sales and Marketing

Background

Case study updated February 2026

For decades, White Labs has been a household name in the brewing world. If you've enjoyed a craft beer recently, chances are good that the yeast came from their lab. The company has been a cornerstone in the industry for decades.

But even industry leaders reach a point where their tools don’t match their ambitions.

As consumer tastes shifted and brewery consolidations reshaped the market, they saw the need to be more proactive, moving from relying solely on reputation to building a more intentional approach to customer relationships.

Identifying the Gaps

White Labs was using NetSuite as their ERP, but also leaning on it for sales and marketing. Campaigns were managed in separate tools. Lists had to be requested from the ERP administrator. Follow-up processes varied between sales reps.

It became clear they needed a CRM purpose-built for sales and marketing—not just a system of record, but a tool to support relationship growth, opportunity tracking, and targeted outreach.

As Rebecca Gonzalez, CEO of Orange Marketing, put it:

White Labs had great people, deep expertise, and strong customer relationships. What they needed was a platform that could bring all of that together in a way that was repeatable, measurable, and easy for the team to use day-to-day.

A New Vision for Sales

Enter Ted Brown, Sales Strategist with Growth Ascent LLC, who began the project by reviewing the team’s current approach and mapping out a more structured framework. 

The goal was to give sales and marketing a clear, shared framework for staying connected with customers and ensuring every interaction aligned with business priorities.

The resulting approach provided structure without adding complexity, helping the team focus their time where it would have the greatest impact while maintaining strong service across the customer base.

Ted explains:

White Labs didn’t just need tools, they needed a framework. Once we set that foundation, it gave the team confidence and clarity on how to approach each account.

Bringing HubSpot to Life

With the strategy set, Orange Marketing configured HubSpot to reflect White Labs’ customer segments and built automations to support the team’s day-to-day activities.

Workflows triggered follow-up tasks, surfaced key customer data, and kept activity visible across the organization. Marketing campaigns could now be created and launched directly in HubSpot, without waiting on manual list pulls or juggling multiple platforms.

A custom NetSuite–HubSpot integration ensured both systems stayed in sync, allowing sales and marketing to work from the same, up-to-date information.

A Quiet Transformation

This wasn’t a flashy overhaul. It was a behind-the-scenes transformation—one that equipped the teams to work smarter, not harder.

• Sales gained clarity and structure, with a framework for how to approach different types of accounts.
• Marketing gained independence and agility, able to run campaigns without operational bottlenecks.
• Leadership gained visibility, with real-time data driving decisions about customer relationships and growth opportunities.

White Labs didn’t reinvent who they are, they simply put the right systems in place to match the scale and maturity of their business. The result: a more confident, coordinated, and future-ready approach to growth.

This isn’t a story about chasing shiny objects. It’s a story about getting the basics right, by combining strong leadership with the right outside help.

Best Onboarding Experience We've Had!

We recently worked with Orange Marketing for our HubSpot implementation and were thoroughly impressed. Their team took the time to understand our unique needs, making the entire process smooth and organized. The team was very action-oriented and were quick to "get things done." The in-depth training they provided was particularly valuable: it was engaging and hands-on, ensuring our team was comfortable using the system from the start.

Our company has engaged in a number of various software/system implementations over the years, and this was by far the best experience we have had. Their exceptional support and tailored approach have already made a big impact on our sales and marketing operations!


Neva Parker
Director of Operations, White Labs Inc.

Ready to Align Sales and Marketing Like White Labs?

If your team is juggling disconnected systems or struggling to turn strategy into action, Orange Marketing can help. As a HubSpot Diamond Partner, we specialize in making sales and marketing work seamlessly together—so you can focus on growth, not workarounds.

Let’s talk about your HubSpot!

FAQs

1. How does Orange Marketing help manufacturing and product-based companies move from ERP-based sales processes to a true CRM?

Orange Marketing helps manufacturing and product-based companies shift sales and marketing activity out of systems that were not built for relationship management. For companies relying on NetSuite as both an ERP and a sales or marketing tool, Orange Marketing can implement HubSpot as a dedicated CRM and marketing platform, giving teams better visibility into customer relationships, follow-up activity, campaigns, and growth opportunities.

2. Why might a brewing or fermentation products company need HubSpot in addition to NetSuite?

NetSuite is valuable as an ERP, but sales and marketing teams often need a more flexible system for outreach, segmentation, campaign execution, and customer relationship tracking. HubSpot can give brewing and fermentation companies a purpose-built platform for managing customer segments, launching targeted campaigns, tracking follow-up, and giving leadership clearer visibility into sales and marketing activity.

3. How does Orange Marketing connect HubSpot with NetSuite?

Orange Marketing can support a custom NetSuite and HubSpot integration so both systems stay aligned. This allows operational data from NetSuite to support sales and marketing activity in HubSpot, while giving teams access to current customer information without relying on manual list pulls, disconnected campaign tools, or one-off requests to an ERP administrator.

4. How does Orange Marketing help sales teams create a more structured account management process?

Orange Marketing configures HubSpot to reflect a company’s customer segments, sales priorities, and account management framework. With workflows, follow-up tasks, activity visibility, and customer data surfaced inside HubSpot, sales teams can manage different types of accounts more consistently while maintaining strong day-to-day service.

5. How does Orange Marketing support HubSpot adoption after implementation?

Orange Marketing supports HubSpot adoption through tailored onboarding, hands-on training, and a setup designed around the team’s real workflows. For product-based B2B companies, this helps sales and marketing teams become comfortable using HubSpot from the start, making the system easier to adopt and more useful in daily operations.