The challenge
For many mid-sized manufacturers, growth often means complexity. One US-based diversified manufacturer with operations across aerospace, defense, and general industrial markets found itself in that exact position. Over time, the company had grown into a holding group of nine brands, each with its own identity, website, and communications strategy.
The challenge? These brands were running on disjointed systems. Marketing teams struggled to coordinate campaigns, and the sales organization lacked visibility into performance. Manual processes slowed things down, while the absence of clear reporting made it difficult to measure results.
The problems at hand
- Disjointed systems and handoffs: Without a centralized CRM, the marketing and sales teams worked in silos. Campaigns were managed manually, and recurring emails were built from scratch each week.
- Complex data management across brands: Each brand had its own website and email domain, but some contacts needed to exist in multiple brand databases. Managing subscriptions, lists, and campaigns without duplication was a growing headache.
- Lack of automation and reporting visibility: The team couldn’t track campaign performance easily. Reports required manual assembly, and subscription processes lacked automation, limiting scalability.
The approach
The company partnered with consultants to reimagine its HubSpot ecosystem. The project unfolded in three parts:
- Strategic multi-brand setup: All brands were consolidated into a single HubSpot portal, with dedicated email domains and subscription lists per brand. This created a structure where marketing efforts were unified, yet brand-specific needs remained intact.
- Hands-on training and workflow automation: The engagement wasn’t just theoretical. Together, the team built workflows for recurring campaigns, created landing pages and forms, and automated subscription processes. This shifted weekly tasks from manual to scalable.
- Improved analytics and reporting: Teams learned how to track email performance, generate reports, and visualize campaign results. What once required manual work became accessible at a glance.
The results
By the end of the engagement, the manufacturer had a functional multi-brand system in place. Four brands were actively managed from a single HubSpot portal with automated workflows and connected domains.
- Time saved: Automated recurring emails freed the team from manual weekly tasks.
- Data clarity: A structured process for contact management reduced duplication and confusion.
- Empowered teams: Staff not only had a system, but also the training to manage and scale it.
Perhaps most importantly, the team now had a roadmap for growth. Instead of being bogged down in disconnected systems, they could focus on strategic initiatives and expansion.
Why this matters
For many manufacturers, especially those operating multiple brands, digital growth is less about shiny new tools and more about getting the fundamentals right. By consolidating systems, automating manual work, and empowering teams with training, this company built a foundation it can scale for years to come.
