Monica Cavanagh
If you build custom, form-fit-function hardware, you already know most sales software wasn't designed with you in mind. Typically it's built for a 30-day deal with one buyer, not a 15-month bidding process where engineers often need to weigh in before a customer ever sees a price.
Radeus Labs, a precision hardware manufacturer serving satellite communications, computing, and recording markets, already had a sales process that reflected how their business works; what they didn't have was a system built to run it with solid visibility. That's where HubSpot and Orange Marketing came in.
The Problem Was Fragmentation, Not Process
Radeus Labs runs three distinct lines of business, each serving highly specialized buyers with mostly custom requirements. As the company grew, its tools grew apart from each other instead of together: opportunities lived in one CRM, email contacts lived in a separate platform, and support ran through a service management system that was better suited to developer workflows than to warranty, spare-parts, and RMA requests tied to serial numbers.
None of these were sales or support problems. They were visibility problems, and no single tool could show leadership a lead's full path from first contact to closed deal, or give them the forecast confidence needed to scale.
What Orange Marketing Did
Orange Marketing, a HubSpot Diamond Partner, was brought in to build out Radeus' HubSpot account across Sales Hub, Marketing Hub, and Service Hub:
- Sales Hub, built around a real manufacturing sales cycle. Close CRM's pipeline and Constant Contact's email list were consolidated into HubSpot, then rebuilt into stages named for how Radeus Labs sells, incorporating conditional logic rules tied to customer pain points.
- Marketing Hub, built for a narrow technical audience. A content engine was set up to move Radeus' blog off WordPress and into a weekly cadence, paired with a newsletter and quarterly ebooks and pillar pages tied to SEO across all three lines of business, plus a repeatable before/during/after process for industry trade shows. Lifecycle stages were also set up to track every lead from first touch through MQL, SQL, and opportunity.
- Service Hub, rebuilt for warranty and RMA work, not generic tickets. Orange Marketing rebuilt Radeus' support workflow natively in Service Hub. What used to take multiple steps to merge duplicate tickets in Jira became far more straightforward with automation handling the work, which greatly reduced the support team's workload.
The Results
All deals now run through a single HubSpot pipeline that used to be split across systems with no shared visibility. Conditional logic has made deal qualification consistent across the sales team, giving leadership a forecast they can trust instead of one inflated by deals moving forward too early.
What This Means for Manufacturers
Winning back visibility across sales, marketing, and service doesn't require ripping out every tool a manufacturer relies on. It requires a CRM built around how a business actually sells, quotes, and supports, not a generic template. For Radeus Labs that meant one HubSpot instance giving leadership sales forecasts they can finally trust. Read the full Radeus Labs case study to see how the pipeline, conditional logic, and Service Hub rebuild were structured.
