Our Work
Overview
Since 1950, more than 30 million BETE nozzles have sprayed in deep sea, deep space, and everywhere in between. BETE designs and manufactures spray nozzles, fabrications, and custom spray systems for food and beverage, chemical processing, power generation, and pollution control. Now part of the EXAIR family, BETE needed its commercial systems to match the scale of its engineering.
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Industry: Industrial Machinery Manufacturing
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Location: Greenfield, MA
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Size: 51–200 employees
27,000 contacts migrated
and deduplicated against NetSuite
48 fields synced
across 7 objects between NetSuite and HubSpot
6 months
from signed contract to a fully connected system
The Challenge
BETE’s NetSuite ERP was doing double duty as its CRM, and it wasn’t built for the job. Marketing ran on Marketo, contacts lived in Constant Contact, and the three systems weren’t working well together.
About 80% of BETE’s leads come from the web, but every form fill landed in one shared inbox, where a single person assigned each lead by hand. Sales couldn’t see how prospects engaged with marketing. Leadership tracked win rates and revenue but had no view into website or campaign performance, so no team could see the full customer journey.
BETE’s parent company, EXAIR, was already running on HubSpot with Evenbound. The goal was to bring BETE onto the same foundation through a full CRM implementation, with HubSpot as the source of truth for sales, marketing, and leadership.
HubSpot Tools We Used
Enterprise Customer Platform
The Solution
Evenbound approached the work through the Industrial Growth System: strategy first, then people, then technology.
Discovery sessions mapped how BETE sells across four business units, how leads move between teams, and which NetSuite data each team needed. Training gave every team clear ownership, and we built the technology around one connected data model.
Hybrid NetSuite integration: The native HubSpot–NetSuite connector handles the core sync, but the connector can’t sync every field, so Evenbound built custom middleware to carry the ones it misses. Custom workflows and webhooks also push new HubSpot leads into NetSuite with territory and status already assigned.
Custom Shipped Items object: Built a custom object that syncs shipped items from NetSuite. When an order ships, the ship date passes into HubSpot and enrolls the contact in a 180-day nozzle maintenance campaign.
HubSpot CRM implementation and onboarding: Rebuilt sales and marketing in HubSpot, including lifecycle stage mapping, lead scoring and grading, lead routing, and a single deal pipeline covering nozzles, fabrications, systems, and engineering services.
Marketo migration: Audited Marketo, cleaned and deduplicated its lead data, and rebuilt its key campaigns as HubSpot workflows.
Enablement: Delivered admin, sales, and marketing training, plus integration training on data flows and sync troubleshooting, so BETE’s team owns the system day to day.
The Results
BETE now runs sales and marketing from one connected system. The order, product, and shipping data marketing needs flows into HubSpot automatically, and leads route to the right rep by territory instead of through a shared inbox.
Biggest win: A fully connected HubSpot and NetSuite system, from signed contract to final training, in about six months
48 fields mapped across 7 object types, including 12 custom-synced fields the native connector couldn’t handle
All 27 NetSuite lead source values mapped, keeping sales commission data accurate
84 spray application types synced to power technical nurture campaigns
27,000 contacts and 7,500 companies migrated, matched, and deduplicated against NetSuite
Automated lead routing across 3 regional territories, replacing a fully manual inbox process
2 Marketo drip campaigns rebuilt in HubSpot, including a 180-day nozzle maintenance drip triggered by real ship dates
3 dashboards with 36 reports for sales leadership, customer service, and sales reps
A clean new portal: 180 custom properties audited and only the 36 that mattered carried over, plus 20 workflows migrated
A repeatable multi-account model EXAIR can use to onboard future acquisitions
