Industry

Google Ads & HubSpot for Equipment & Industrial Manufacturers

Capital equipment is a long game. Multi-stakeholder buying, weeks-long quoting, dealer networks, replacement cycles years apart. Most CRMs and ad accounts we audit weren't built for any of it.

HubSpot Platinum Partner Google Ads Certified Partner

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The Reality

Sound Familiar?

If you sell equipment, machinery, or industrial product — these are the patterns we see across almost every business we audit.

Leads come in from everywhere — but nobody can tell which channels produce sales

Trade shows, dealer referrals, Google, distributors, direct enquiries. The leads show up. But which ones actually become signed orders? Without lead source tracking designed for your channel mix, every marketing decision is gut feel.

Quotes get configured, sent — and then go quiet

Configurable equipment means quoting takes days. By the time it lands in the buyer's inbox, the conversation has cooled. Then it sits in the pipeline for weeks because nobody's chasing — and the rep moved on to the next live deal.

The dealer and distributor network lives in someone's head

Who's accredited where. Which dealers get which leads. Which territories overlap. Who's actually converting referrals into orders. It's all institutional knowledge — and it disappears when that person leaves.

You don't know when existing customers are due for replacement

The equipment you sold five years ago is being replaced right now — usually by whoever calls first. Without lifecycle tracking, the easiest revenue you have is walking out the door to a competitor.

What We Do

A System That Respects How Long Deals Take

Long cycles, multiple stakeholders, dealer networks, replacement revenue. We build for all of it — not the generic B2B template.

HubSpot CRM

Platinum Partner · 10 Years

Deal pipelines built for capital equipment sales — qualification, demo or site visit, configuration, quote sent, follow-up, negotiation, signed, delivered
Multi-stakeholder deal tracking — engineer, procurement, finance, operations — so you know who's stalling and where
Automated quote follow-up so deals don't sit at the same stage for weeks while the rep is on the next one
Dealer and distributor management — segmented portals, partner-specific reporting, lead routing rules that match your territories
Equipment lifecycle and replacement tracking — alerts to sales before competitors get there first
Lead source tracking designed for your channel mix — trade shows, dealers, referrals, website, ads — properly captured per deal
Service and aftermarket pipelines kept separate from new-equipment sales so the data tells two clean stories

Google Ads

Certified Partner · 15 Years

High-intent search campaigns for specific equipment categories, technical specifications, brand terms, and competitor alternatives
Lead form ads optimised for capital-equipment buyers — qualifying questions that filter out tyre-kickers before they reach your reps
Long buyer-journey retargeting — different messaging for cold visitors, spec-sheet downloaders, and price-page revisits
Conversion tracking from click to demo request to quote to signed deal — using offline imports so smart bidding learns from real revenue
Landing pages built for technical buyers — proper spec sheets, downloadable documentation, dealer locators

What We've Learned

From Construction Equipment, Heavy Machinery & Industrial Manufacturing

Lead quality matters more than lead volume in capital equipment.

Three serious buyers beat thirty tyre-kickers. Sales reps in this space don't have the bandwidth to qualify a flood of low-intent enquiries — every hour spent on the wrong lead is an hour stolen from a real deal. We tune Google Ads and lead forms to filter for fit before anyone hits your CRM. Smaller pipeline, much better conversion.

Quotes are where deals quietly die.

Configurable equipment quotes take days to build. By the time they're sent, the buyer's emotional momentum has cooled. The rep moves on to the next live opportunity, and the quote sits unanswered for two weeks. Automated follow-up — not "the rep will chase when they remember" — recovers deals everyone had quietly written off.

The replacement cycle is the easiest revenue you'll ever

Customers who bought from you 5–7 years ago are due to replace that equipment now. They already know you, already trust you, already understand the product. Without a system tracking lifecycle and triggering outreach before competitors call, that revenue walks out the door. Setting this up has produced more easy wins than almost anything else we do in this space.

Dealers are part of the funnel, not an afterthought.

If you sell through dealers or distributors, your CRM is really running two pipelines — direct to end customer, and indirect through the channel. Most CRM rollouts in this industry fail because they treat the dealer relationship like an inconvenience instead of a deliberate piece of architecture. Get it right and dealer reporting, lead routing, and accreditation tracking all work together.

Testimonials

Construction Results That Speak for Themselves

"It was a complex and time sensitive project, with millions of data points to migrate and a bunch of different integrations, and Alyssa was at the heart of its success - she knows Hubspot inside and out, asked difficult questions, didn't take the easy route (aka 'I'll just let them do this dumb idea because it's easier for me') when she didn't think it was in our best interest, and basically went above and beyond in ensuring we had a great CRM which was using Hubspot's full capacity. Alyssa is a great mix of analytical and creative who is a great marketer as well as a Hubspot expert, so she really understands where you're coming from and thinks things through from an end user perspective. Wholeheartedly recommend!"

"We have a unique business with many moving parts and a wide, wide range of needs from different teams and different team members. Add to that, we are a growing start up so in many ways we're still working out our own best approach to things. Alyssa did an amazing job of working with all of the different teams and team members to understand what we're doing currently, what we want to be doing, and help to guide us in how to get there. Not only did Alyssa help to streamline our CRM, but she also helped to solve problems we didn't even realise we had!"

"We are absolutely thrilled to write this glowing review for Alyssa from Gather n Grow! Alyssa has truly been a game-changer for our business. Since she stepped in, she has streamlined our operations, ensuring that every aspect of our business is not only covered but optimised for success. Her impressive organisational skills, professional demeanor, and honest approach are so refreshing."