Orange Marketing
If you’ve ever felt like your marketing tools are slowing you down instead of helping you, you’re not alone. For White Labs, the global leader in brewing yeast, the pain was real: campaigns trapped in separate systems, email lists locked up in NetSuite, and no easy way for sales and marketing to see the same data.
The result? Bottlenecks. Delays. Inconsistent follow-up. And a creeping sense that opportunities were being missed.
For marketers, this scenario is all too familiar. Great ideas and campaigns held back by tools that can’t keep up. White Labs knew it was time to fix that.
From Reputation to Roadblocks
White Labs had decades of credibility in the brewing world. But as consumer tastes shifted and industry consolidations changed the market, relying on reputation wasn’t enough. They needed a system that supported intentional, data-driven growth.
As Orange Marketing’s CEO, Rebecca Gonzalez, 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.”
Strategy First, Not Just More Tools
Ted Brown, Sales Strategist with Growth Ascent LLC, began by zeroing on essentials. Instead of piling on more tools, he built a clear framework, one that aligned sales and marketing and made every customer interaction intentional, not accidental.
As Ted explained:
“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 Into the Mix
With strategy in place, Orange Marketing configured HubSpot to give marketers freedom and sales structure. Campaigns could finally launch without waiting for list pulls. Automations took care of follow-up. And both sales and marketing could see the same customer data, in real time.
A custom HubSpot–NetSuite integration sealed the deal—connecting the dots so no one was working blind.
A Transformation Marketers Actually Feel
This wasn’t just an IT project. It was a reset that made life easier for every team:
- Marketers gained independence to run campaigns without bottlenecks.
- Sales gained structure and clarity on how to approach each account.
- Leadership gained visibility to guide growth with real-time data.
Instead of duct-taping processes together, White Labs finally had a system built to scale.
Why It Matters For You
If your marketing team has ever struggled with manual list pulls, siloed data, or campaigns that take too long to get off the ground, you’ll see yourself in White Labs’ story.
Check out the full White Labs case study to learn how marketers gained agility, sales gained structure, and leadership gained the visibility they’d been missing.
