A marketing consultant for manufacturers who speaks ERP
I'm a Wollongong-based marketing consultant for manufacturers, suppliers and B2B product companies across the Illawarra and Australia. I've worked inside a multi-brand manufacturing group, so I know where the problems live: product and pricing data split across the ERP, the website and the CRM, quotes rebuilt by hand, dealers chasing specs, and catalogues out of date the day they're printed. I fix the systems and the marketing together, with HubSpot at the centre.
Your product data lives in five places and none of them agree
Most manufacturers don't have a lead problem first. They have a data problem that shows up as a lead problem.
The ERP has the real prices. The website has last year's. The catalogue has the year before. Sales quotes from a spreadsheet because the CRM doesn't know what you sell. Dealers ring for specs. Marketing comes home from a trade show with a stack of badge scans and nowhere to put them. Every gap costs sales time and makes you look slower than you are.
- Price changes that take weeks to reach the website, the catalogue and the sales team.
- Quotes built by hand in Excel, then rekeyed into the ERP when they're won.
- A CRM that knows the customer but not the products, so no line items and no product reporting.
- Several brands, several websites, several logins, and no shared view of the customer.
- Dealers and specifiers treated like a mailing list instead of a sales channel.
- Tender and council leads found by luck, or by whoever has time on a Friday.
- A configurator idea that's been "next year" for three years running.
Where I help manufacturers and product companies
The work sits where product data, sales and marketing meet. Most of it touches HubSpot, because that's where customers, quotes and campaigns should come together.
Product and pricing data
One source of truth for products and prices, usually the ERP, with clean feeds to the website, HubSpot's product library and the catalogue. A price change goes out once and lands everywhere.
Quote to line item in HubSpot
Deals carry real products, codes and prices as line items. Quotes generate from the deal in HubSpot or PandaDoc, and won work hands over to the ERP without retyping.
Dealer and specifier marketing
Dealers, distributors, architects and specifiers segmented properly in HubSpot, each with their own content, nurture and resources. Different audiences, different messages.
Product configurators
Customers and dealers build and price a product online, with 3D models hosted in Sketchfab. I lead requirements, architecture and development. See custom apps.
Catalogues and brochures
Product catalogues and brochures produced in InDesign, linked to product data where it makes sense, and published as digital flipbooks with FlippingBook or Issuu.
Tender and council lead research
Construction and tender leads from BCI LeadManager and TenderSearch, government work through VendorPanel, and council datasets crawled for early project signals. Matches go into HubSpot for the right rep.
Multi-brand websites
Several brands on WordPress sharing one set of product data, with Algolia site search, WP Engine hosting and Cloudflare in front. Each brand looks like itself. The plumbing is shared.
Trade shows and events
Expo and event leads captured into HubSpot as Marketing Events, with attendance on the record and follow-up that starts the next morning, not three weeks later.
Specification content
Spec sheets, BIM files and technical documents coordinated with design and engineering, organised so specifiers can find them, and so you can see who downloaded what.
HubSpot for manufacturers: what it's good at, and where it needs help
HubSpot is a strong CRM for manufacturers selling B2B, especially when you sell through a mix of direct accounts, dealers and specifiers. Contacts, companies, deals, quotes, marketing and service sit in one place, and your team will actually use it.
Out of the box, though, HubSpot doesn't know your products, your price lists, your dealer network or your ERP. That's the gap. I close it with custom objects and properties, association logic, product library feeds and HubSpot API work on contacts, deals and products.
The ERP stays the source of truth for prices and stock. HubSpot owns customers, opportunities and marketing. If you're comparing CRMs for manufacturers in Australia, get that split right first, whatever platform you pick.
What a connected setup looks like
- ERP prices and product codes sync to HubSpot's product library
- Website enquiries arrive with product interest and source
- Deals use real line items, so quotes are accurate
- Won deals hand over to the ERP without retyping
- Dealers and specifiers tracked as their own segments
- Reports show revenue by product, channel and brand
More on this in HubSpot integrations and HubSpot migration.
Start with the Systems & Marketing Audit
Before you buy a configurator, a new website or another integration, find out which gap is costing you the most. Two weeks, fixed price, and a plan you keep.
For a manufacturer, I trace a product from the ERP to the website, the catalogue, the quote and the invoice, and a lead from the first enquiry to the paid order. Then I rank what to fix by value and effort.
Systems & Marketing Audit
- Product and pricing data flow mapped, ERP to website, CRM and catalogue
- Quote process timed and costed
- CRM structure, data quality and adoption reviewed
- Direct, dealer and specifier channels reviewed
- Website, tracking and lead flow traced to revenue
- Ranked 90-day plan, with a walkthrough for your leadership team
What manufacturers usually buy
All prices AUD. No GST is added. Fixed quotes once the scope is clear. Software is paid to the vendors directly.
| Service | What you get | Price |
|---|---|---|
| Systems & Marketing Audit | Product data, quoting, CRM and marketing mapped, with a ranked 90-day plan. 2 weeks. | $4,950 fixed |
| HubSpot implementation | Pipelines, properties, products, quotes, workflows and reporting set up around how you sell | From $9,500 |
| HubSpot integrations | ERP pricing, products and quote handover connected to HubSpot | From $7,500 |
| HubSpot migration | Off Insightly, Mailchimp or spreadsheets, cleaned on the way in | From $7,500 |
| Catalogue or brochure | InDesign production, linked to product data where it helps, plus digital flipbook | From $2,500 |
| Product configurator or custom app | Spec, architecture and build, connected to HubSpot and the ERP | From $15,000 |
| Marketing ops retainer | Dealer and specifier campaigns, events, reporting and HubSpot upkeep | From $3,500/month |
Full rates on the pricing page.
Where the time and money go
Illustrative scenarios, not client results. Plug in your own numbers.
The price change
Example: a supplier updates prices once a year. The ERP changes on day one, the website a month later, the catalogue at the next print run, and reps quote old prices in between. With one feed from the ERP to the website and HubSpot, the change lands everywhere the same day.
The quote that gets typed three times
Example: a rep builds a quote in Excel, emails a PDF, then the office types the won order into the ERP. Three chances for a wrong product code. With products and line items in HubSpot, the quote is built once from real data, sent through HubSpot or PandaDoc, and the handover carries it through.
The tender nobody saw
Example: a council project goes to tender with your product category in scope. A competitor's rep spotted the project months earlier and has already met the architect. A daily feed of matched projects into HubSpot puts the next one on your rep's list on day one.
The dealer who went quiet
Example: a dealer used to order every month and hasn't for a quarter. Nobody noticed, because orders live in the ERP and the account manager lives in HubSpot. With order data synced, a workflow flags the drop and creates a call task.
I've done this from the inside
I've worked inside a multi-brand manufacturing group, across websites, CRM, product configurators, catalogues and the product data underneath them, sitting between sales, design, engineering and leadership. That's where I learned that a marketing problem in a manufacturer is usually a product data problem in disguise.
The kind of work I do for product companies: CRM and ERP synchronisation, product and pricing data pipelines, quote-to-line-item automation in HubSpot, configurator requirements and development leadership, catalogue production in InDesign, and tender and council lead research. I'll tell you which of those matters first for you, and which can wait.
I'm based in Wollongong and work on site with Illawarra manufacturers, and remotely with product companies across Australia.
Good fit
- Manufacturers and suppliers selling B2B, direct or through dealers
- Product companies with an ERP and a CRM that don't talk
- Multi-brand groups wanting one view of the customer
- Businesses selling to builders, architects, councils or government
Not a fit
- Pure e-commerce brands selling direct to consumers
- You want an ERP replacement. I connect to ERPs, I don't implement them
- Nobody internal can own product data decisions
Marketing and CRM for manufacturers: FAQs
Is HubSpot a good CRM for manufacturers?
For B2B manufacturers and suppliers selling through direct accounts, dealers or specifiers, it's a strong option, as long as the product data and ERP integration are done properly. That's where most setups fall short. If you're mostly e-commerce, or your ERP's CRM module already works well for your team, it may not be the right call, and I'll say so.
Can HubSpot connect to our ERP?
Usually. The method depends on the ERP: an API, scheduled exports, a database connection or a middleware tool. I've worked on ERP pricing, product and quoting integration, and the audit confirms the method before you commit to a build.
We have several brands. One HubSpot portal or several?
Usually one portal, with brands handled through properties, teams and pipelines, so you see the whole customer even when they buy from two brands. Separate portals make sense when brands share no customers and have separate teams.
Do you produce product catalogues?
Yes. Catalogues and brochures in InDesign from $2,500, plus digital flipbooks with FlippingBook or Issuu. Where it makes sense, the catalogue pulls from the same product data as the website, so it's right first time. See graphic design and catalogues.
Do you build product configurators?
Yes. I handle requirements, architecture and development leadership, and build much of it with AI-assisted development. Your design team's 3D models are hosted in Sketchfab. Configurators start from $15,000.
How do you find tender and council leads?
Using your subscriptions to BCI LeadManager or TenderSearch for construction and tender projects, VendorPanel for government procurement, and crawlers that watch council datasets. The useful part is filtering the matches and routing them into HubSpot so a rep acts on them.
Where should a manufacturer start?
With the Systems & Marketing Audit: $4,950 fixed, two weeks. I map the product data, the quote process, the CRM and the marketing, and give you a ranked 90-day plan. Then you decide what to fix first, with me or without me.
Services manufacturers use most
HubSpot integrations & custom apps
ERP, quoting, phones and website connected to HubSpot.
See how it worksCustom apps & configurators
Configurators, quoting tools, dealer portals and crawlers.
See how it worksData clean-up
Duplicate customers and messy product data fixed before anything else is built on them.
See how it worksHubSpot services: HubSpot consulting · HubSpot migration · HubSpot admin retainer · HubSpot integrations & custom apps · HubSpot health check · HubSpot training
Also: systems integration, marketing ops, technical SEO and tracking.
Book the audit, or tell me what's broken
Tell me what you make, how you sell it and which systems run the place. I'll reply within one business day with whether the audit is the right first step, or something smaller.
- $4,950 fixed, two weeks, a plan you keep
- Inside experience in a multi-brand manufacturing group
- HubSpot, ERP, website and catalogue in one view
- On site across the Illawarra
Book the audit or ask a question
I read every enquiry myself and reply within one business day.
Got it. Thanks.
I'll be in touch within one business day.