White Labs is a globally recognized provider of premium yeast and fermentation products for the brewing industry. They operate facilities in San Diego, California; Asheville, North Carolina and Copenhagen, Denmark and a distribution warehouse in Hong Kong.
Industry
Retail
Challenge
White Labs, a global leader in brewing yeast supplies, saw changes in the industry as an opportunity to better connect with customers and improve coordination between its sales and marketing teams.
Results
Working with a sales consultant and HubSpot Partner Orange Marketing, White Labs implemented a new CRM approach, integrated HubSpot with NetSuite for shared, real-time data, and consolidated marketing activities into one platform, streamlining how teams worked together and supported customer relationships.
Services
HubSpot Setup, Sales & Marketing Automation Setup, Custom NetSuite Integration
About White Labs
Background
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!
