Build a Modern Marketing Engine for Perry Equipment.
Perry has built a worldwide reputation for used process equipment over more than nine decades. HubSpot and SmartBug can help Perry translate that reputation into a scalable digital marketing engine that generates more visibility, creates more qualified inquiries, and supports a coordinated global marketing presence.
The goal is not to replace the systems that are already working. It is to give Perry the platform, strategy, content, and ongoing expertise needed to improve the top of the funnel — without requiring Perry to build an entire marketing department overnight.
A strong business with an opportunity to build a stronger marketing function.
Where Perry Is Today
- Perry has a respected brand and a history dating back to 1932.
- Lead generation has remained relatively consistent.
- Equipped is now supporting Perry's sales and lead-distribution process.
- LinkedIn is producing value, but Perry's broader social presence is limited.
- Instagram and Facebook are not yet being used consistently.
- Marketing responsibilities are distributed among leaders who already wear multiple hats.
- Perry does not currently have a dedicated internal marketing department.
- Marketing activity and performance data are not fully centralized.
- Perry wants better visibility into which marketing efforts generate inquiries and revenue.
- Perry operates across several countries and wants a more coordinated global marketing presence.
Where Perry Wants to Go
- Increase qualified inbound inquiries.
- Improve visibility in traditional search and AI-generated search results.
- Establish an active, professional presence across LinkedIn, Instagram, Facebook, and other relevant channels.
- Turn existing expertise and equipment knowledge into reusable content.
- Make it easier to create blogs, emails, videos, social posts, and campaign content.
- Improve conversion paths on Perry's website.
- Coordinate marketing activity across the United States and European offices.
- Measure marketing performance without creating a large administrative burden.
- Build internal confidence with HubSpot before expanding into additional use cases.
"We are a 94-year-old company that markets equipment without a marketing department."
HubSpot provides the platform. SmartBug helps Perry put it to work.
- Search and answer-engine visibility
- Educational industry content
- Social media
- Video and equipment-focused content
- Paid promotion when appropriate
- Landing pages
- Forms
- Calls to action
- Equipment inquiries
- Content downloads
- Lead capture and segmentation
- Automated follow-up
- Email campaigns
- Buyer-specific content
- Industry and equipment segmentation
- Re-engagement campaigns
- Channel performance
- Inquiry conversion
- Campaign attribution
- Content performance
- Geographic performance
- Recommendations for continued optimization
Perry does not have to implement every capability at once. HubSpot and SmartBug can begin with the highest-impact marketing priorities and expand as Perry gains confidence and sees results.
A HubSpot foundation built for Perry's top-of-funnel priorities.
Marketing Hub Enterprise
- Marketing automation
- Email marketing
- Lead segmentation
- Campaign management
- Forms and conversion paths
- Social media publishing
- Lead nurturing
- Attribution and reporting
- Team permissions and governance
- Global campaign support
Content Hub
- Content creation and management
- Content Remix
- Blog content
- Landing pages
- Brand voice tools
- AI-assisted content workflows
- SEO recommendations
- Answer-engine visibility
- Content performance reporting
- Multilingual content planning
Reporting and Analytics
- Lead-volume reporting
- Conversion reporting
- Source and campaign attribution
- Social performance
- Content performance
- Geographic and regional reporting
- Executive dashboards
- Scheduled dashboard emails
Global Marketing Support
- Shared global standards
- Regional segmentation
- Country and language considerations
- Consistent branding
- Localized content
- Appropriate permissions for global users
The initial HubSpot scope is centered on marketing and content. Equipped remains the primary sales CRM. The need for a real-time Equipped integration can be evaluated separately based on business value, technical feasibility, and the amount of manual coordination required.
Choose the level of support that fits Perry.
SmartBug offers multiple ways to implement HubSpot. Perry can choose a guided approach, a fully configured implementation, or a customized model between the two.
A Perry team that wants to configure and manage most of HubSpot internally with SmartBug providing structure, education, and expert guidance.
- Kickoff and discovery
- Marketing Hub Enterprise implementation roadmap
- Approximately eight working and training sessions
- Guidance on portal settings and governance
- Guidance on contact structure and segmentation
- Campaign and workflow coaching
- Email, form, list, and landing-page training
- Reporting and dashboard coaching
- Social publishing guidance
- Administrator enablement
- Best-practice recommendations
- Office-hours-style support during onboarding
Perry owns most of the configuration and asset creation.
A Perry team that wants SmartBug to build the most important parts of the portal while Perry participates in selected configuration, content, and ongoing management.
- Prioritized implementation plan
- Shared configuration responsibilities
- SmartBug-built foundational assets
- Perry-led content or asset preparation
- Workflow and campaign support
- Dashboard setup
- Administrator training
- Flexible division of responsibilities
- Final investment based on the selected workstreams
This option can be sized between Guided and White-Glove onboarding.
Perry wants SmartBug to lead the strategy, configuration, implementation, testing, and enablement required to launch Marketing Hub Enterprise successfully.
- Discovery and marketing requirements
- Portal configuration
- User, team, and permission setup
- Marketing contact strategy
- Lifecycle-stage planning
- Segmentation strategy
- Foundational lists
- Email configuration
- Subscription types and communication preferences
- Lead-capture and form strategy
- Campaign setup
- Foundational workflow configuration
- Lead-nurture framework
- Social media connection and configuration
- Campaign and attribution reporting
- Executive dashboards
- Data-governance recommendations
- Administrator and end-user training
- Testing and quality assurance
- Launch support
- Documentation and handoff
Begin with White-Glove Marketing Hub Enterprise onboarding so Perry's small internal team is not responsible for learning the platform while simultaneously designing the marketing strategy and configuring the portal.
A flexible Content Hub setup bank.
Rather than attempting to define every Content Hub requirement before Perry begins using the platform, SmartBug recommends a flexible bank of professional services hours. This allows Perry and SmartBug to prioritize the highest-value content capabilities first and adjust as the team learns more.
- Content Hub account configuration
- Brand voice and writing guidance
- Content Remix setup and training
- Blog configuration
- Content taxonomy and tagging
- Social channel connection
- Social publishing workflows
- Content approval processes
- Reusable campaign templates
- Landing-page setup
- Email template setup
- Calls to action
- SEO and AEO recommendations
- Initial AI-search prompt monitoring
- Content-performance dashboards
- Multilingual content planning
- Global content governance
- Team training
- Documentation
The bank is intended for strategy, configuration, enablement, and standard HubSpot asset setup. Custom website development, custom-coded templates, extensive design production, integrations, and major website migrations would be scoped separately.
- Connect and organize Perry's social channels.
- Establish a reusable content-production workflow.
- Configure Content Remix and brand guidance.
- Create reporting for content, social, SEO, and AEO performance.
- Develop an initial 90-day content calendar.
- Establish a global content and approval model.
Perry's fractional marketing team.
HubSpot can provide the tools, but a platform alone does not create a marketing program. SmartBug can serve as Perry's ongoing marketing strategy and execution team — helping Perry plan, create, launch, measure, and improve its marketing without requiring an immediate investment in a full internal department.
Instead of hiring several individual specialists, Perry can access the combination of strategy, content, creative, technical, and analytical expertise required at each stage of the marketing plan.
The final monthly investment and exact mix of services will be based on Perry's goals, campaign priorities, production needs, and desired pace.
Strategy and Planning
- Marketing roadmap
- Quarterly priorities
- Campaign planning
- Audience and industry segmentation
- Editorial planning
- Performance reviews
- Recommendations based on results
Content and Thought Leadership
- Blog articles
- Industry education
- Equipment-related content
- Case studies
- Customer stories
- Guides and downloadable resources
- Email content
- Video concepts and scripts
- Repurposing long-form content into multiple formats
Social Media
- LinkedIn strategy and execution
- Instagram planning
- Facebook planning
- Content calendars
- Post creation
- Visual asset support
- Social publishing
- Engagement and performance reporting
- Coordination across Perry's global operations
SEO and Answer-Engine Visibility
- Search opportunity analysis
- SEO recommendations
- Answer-engine monitoring
- Content-gap analysis
- Competitor visibility
- Citation and authority recommendations
- Content optimization
- Reporting on traditional and AI-driven discovery
Campaign Execution
- Campaign creation
- Landing pages
- Email campaigns
- Forms
- Calls to action
- Lead-nurture workflows
- Re-engagement campaigns
- Conversion optimization
HubSpot Management
- Marketing Hub administration
- Workflow maintenance
- List and segmentation support
- Campaign management
- Dashboard and reporting updates
- Ongoing optimization
- New-feature recommendations
Optional Growth Channels
- Paid search
- Paid social
- Video production
- Website optimization
- Conversion-rate optimization
- Public relations
- Additional design and development
What an ongoing engagement could look like.
- Review performance
- Confirm priorities
- Finalize campaign and content plans
- Assign production work
- Develop content
- Build campaign assets
- Produce social posts
- Configure HubSpot assets
- Publish content
- Launch campaigns
- Activate workflows
- Coordinate global distribution
- Review performance
- Identify conversion opportunities
- Optimize active campaigns
- Carry findings into the next cycle
The monthly mix can change as Perry's needs evolve. One month may emphasize foundational content and social media, while another may focus on a campaign, AEO initiative, conversion improvement, or paid-media test.
Start with the foundation. Build based on results.
- Weeks 1–2PHASE 1
Align
- Confirm goals and success measures
- Identify users and stakeholders
- Review current marketing processes
- Define global requirements
- Confirm the relationship between HubSpot and Equipped
- Establish implementation priorities
- Weeks 2–6PHASE 2
Build
- Configure Marketing Hub Enterprise
- Establish segmentation and governance
- Connect marketing channels
- Build foundational campaigns and workflows
- Configure dashboards
- Set up initial Content Hub capabilities
- Weeks 6–8PHASE 3
Enable and Launch
- Test the portal
- Train Perry's users
- Launch initial campaigns
- Activate reporting
- Document processes
- Establish the ongoing operating cadence
- Month 3 and beyondPHASE 4
Grow
- Execute the marketing roadmap
- Build social consistency
- Create educational content
- Improve SEO and AEO visibility
- Optimize conversion
- Expand global participation
- Evaluate the Equipped integration
- Report on results and adjust priorities
From marketing activity to business results.
Visibility
Engagement
Conversion
Revenue Influence
- • Perry currently receives meaningful and consistent inbound activity.
- • Historical inquiry conversion was estimated at approximately 4–5 percent.
- • Median equipment sale was estimated at approximately $15,000.
- • Average equipment sale was estimated at approximately $25,000–$30,000.
- • Even a modest improvement in conversion could produce meaningful business impact.
These are discovery estimates that should be confirmed before establishing final KPIs.
A practical approach to Perry's existing CRM.
Begin Without an Integration
- HubSpot supports marketing.
- Equipped supports sales.
- Leads can be exported and imported as needed.
- Lowest initial cost.
- Best for validating the marketing model.
Establish a Structured Handoff
- Standardize the data passed from HubSpot to Equipped.
- Define ownership and follow-up expectations.
- Use scheduled imports or another lightweight process.
- Improve consistency without immediately building a custom integration.
Evaluate a Real-Time Integration
- Assess Equipped's APIs and technical capabilities.
- Define required objects and fields.
- Determine whether one-way or two-way synchronization is needed.
- Compare the value of automation with the implementation investment.
- Scope separately after requirements are confirmed.
Recommendation: Do not make a complex Equipped integration a prerequisite for launching Perry's initial marketing program. Establish the marketing foundation first, then determine whether integration is justified by the volume of data and operational effort.
One partner for HubSpot, content, and ongoing growth.
HubSpot Expertise
- HubSpot Elite Solutions Partner
- HubSpot North American Partner of the Year
- Deep experience across Marketing Hub and Content Hub
- A large team of HubSpot-certified specialists and trainers
Full-Service Marketing
- Strategy
- Content
- SEO and AEO
- Social media
- Paid media
- Web development
- Creative
- Analytics
Flexible Delivery
- Guided onboarding
- Hybrid implementation
- White-glove onboarding
- Flexible banks of hours
- Ongoing retainers
- Technical and strategic support
Long-Term Enablement
- SmartBug can execute for Perry.
- SmartBug can work alongside Perry.
- SmartBug can train Perry to own more of the program over time.
- The model can evolve as Perry develops internal capabilities.
HubSpot is the engine. SmartBug helps Perry build the strategy, operate the system, and keep the marketing program moving forward.
Recommended starting point.
HubSpot software licensing is contracted separately with HubSpot and is not included in the SmartBug services investment.
The final statement of work will identify the agreed deliverables, timeline, responsibilities, assumptions, and success measures.
Perry can start at the level that feels right.
Foundation Only
- Guided onboarding
- Perry owns configuration
- Lowest initial services investment
Recommended Launch
- White-glove onboarding
- 30-hour Content Hub bank
- Strong foundation without requiring a retainer immediately
Fractional Marketing Department
- White-glove onboarding
- Content Hub setup
- Ongoing $8,500+ monthly marketing retainer
- SmartBug supports both strategy and execution
Build the right starting point for Perry.
- 1Confirm Perry's preferred onboarding model.
- 2Identify the first Content Hub and social-media priorities.
- 3Determine whether Perry wants internal enablement, ongoing marketing execution, or a combination of both.
Build a foundation. Grow alongside it.
Perry does not need to solve every marketing challenge on day one. The immediate goal is to establish a strong, usable foundation and create a roadmap that can grow alongside the business.