Skip to content
Book an Intro Call
Optical Design Software

HubSpot Implementation for a B2B Software Company

After more than 30 years focused on its products, Lambda Research rebuilt its website and CRM on HubSpot. Two parallel tracks delivered a modern site and a customized CRM that runs from marketing to fulfillment.

Lambda Research website redesign
500+
Support pages migrated into a support blog
Website migration
30+
Years of technical debt addressed
Website and CRM
2
Parallel tracks: website and CRM
Two teams, one workflow

The Client

About Lambda Research

Lambda Research Corporation develops and markets design and analysis software for optical and illumination engineers.

For over 30 years it put cutting-edge products ahead of its own image and processes. It came to New Perspective to modernize an outdated website and an inadequate sales CRM.

Key Takeaways

  • A modern website that is easy to maintain and update
  • A CRM built on custom objects for licenses and trials
  • One workflow across sales, licensing and accounting

The Challenge

Decades of Technical Debt

Lambda spent over 30 years on cutting-edge products and neglected its image and core processes. The result was an outdated website and an inadequate sales CRM.

  • 01

    An Outdated Website

    The site no longer conveyed Lambda's innovation and was hard to update.

  • 02

    Disorganized Historical Data

    Historical data was inconsistently organized, which kept valuable information out of reach for analysis.

  • 03

    No Tracking From Marketing to Fulfillment

    The process lacked historical tracking, creating inefficiencies and gaps in the workflow.

The Approach

How We Helped Lambda Research

We ran the website redesign and the CRM rebuild on parallel tracks, with two teams and one integrated workflow. Select a phase to see the work.

Step 1 of 4

A New Website on HubSpot CMS

We set up the color palette, icons and typography in Figma, then designed the home page and hero variations. We built the site in HubSpot CMS on our B2B Engine Pro theme, added site-specific design elements and built custom modules such as the distributors map.

The migration automatically imported 500+ support pages into a support blog.

Lambda Research website pages

Step 2 of 4

A Multiphase CRM Rebuild

We moved through discussion, discovery, proposal, data remapping and cadenced reviews. Historical data was exported, cleaned and processed into the new CRM.

Ease of use stayed a core priority, backed by new SOPs.

Step 3 of 4

Custom Objects for Licenses and Trials

Lambda's data did not fit HubSpot's default objects. Software licenses and trials became custom objects, associated with contacts, companies and deals.

The sales pipeline, Service Hub tickets, automations and a QuickBooks integration pass data between sales, licensing and accounting to fulfill an order.

Lambda Research CRM data model overview

Step 4 of 4

Custom Quotes and HubSpot Payments

We created custom quote templates with product bundle options and automated product listings. A workflow assigns SKUs based on license properties.

HubSpot Payments now handles payments for Lambda's training courses and licenses.

The Results

A Modern Website and a CRM That Scales

The new site and CRM rolled out together and support a new phase of customer engagement.

  • Website 500+ Support pages moved into a support blog

    The new site is easier to maintain and update, with a modern brand image and better user experience. Usage has increased markedly.

    Website migration
  • CRM 8 HubSpot tools and customizations deployed

    CMS, Sales Enterprise, custom objects, custom quotes, QuickBooks, Payments, Service Hub and an order pipeline now work as one system.

    CRM rebuild

FAQs

Frequently Asked Questions

01Why did Lambda Research rebuild its website and CRM?

After over 30 years focused on its products, Lambda had an outdated website, an inadequate sales CRM and inconsistently organized historical data.

02Which HubSpot tools did Lambda adopt?

HubSpot CMS, Sales Enterprise, custom objects, custom quotes, HubSpot Payments and Service Hub, plus a QuickBooks integration and a service pipeline for orders.

03Why use custom objects?

Lambda's licensing and quote data did not fit HubSpot's default objects. Licenses and trials became custom objects linked to contacts, companies and deals.

04How was the website built?

On HubSpot CMS using New Perspective's B2B Engine Pro theme, with a Figma style guide and custom modules such as a distributors map.

Growth Marketing Session

Find Where Your Pipeline Is Leaking

Book a free 45-minute session with a senior B2B strategist. Review your marketing, identify gaps and plan your next move.

Book a Growth Marketing Session