HubSpot Consulting & Content Hub
The Challenge
Exum Instruments was transitioning from early-stage product development to actively scaling commercial sales of the Massbox. Their marketing and sales infrastructure needed to support a sophisticated B2B sales cycle where buyers are scientists, engineers, and procurement teams evaluating a novel analytical instrument. The team needed:
What We Did
CRM Optimization
Refined Exum's HubSpot CRM to support their specific sales cycle:
- Pipeline stages reflecting the scientific instrumentation buying process (evaluation, demo, trial, procurement)
- Contact and company management configured for tracking multiple stakeholders within institutional buyers
- Reporting tailored to long-cycle B2B metrics
Content Hub Implementation
Implemented HubSpot Content Hub to give the marketing team control over:
- Product pages and technical specifications
- Educational content supporting the buyer journey
- Blog and content publishing for SEO and thought leadership
- Landing pages for campaigns, events, and product launches
Technologies
Outcome
Exum's marketing and sales teams gained a platform tailored to selling a complex scientific instrument to technical buyers. The Content Hub implementation gave marketing the ability to publish and manage technical content independently, while the CRM optimization provided the sales team with pipeline visibility and engagement tracking suited to long B2B cycles.
Let's build something that works.
No pitch decks, no sales process — just a straightforward conversation about what you're dealing with and whether we can help.
Start a conversation