Case Study · Yachting & Marine
Marketing Automation at Superyacht Scale
IYC is one of the largest yacht brokerage houses in the world, handling the charter, sale and management of superyachts across every major cruising region. DSNMRK built the marketing automation engine inside HubSpot that keeps IYC’s brokers and marketing team speaking with one voice, and connected it to the iyc.com yacht search platform so the right yachts reach the right clients automatically.
— The Client
A global brokerage with a white-glove standard
Headquartered in Fort Lauderdale with brokers across the Mediterranean, the Caribbean and beyond, IYC represents a fleet of superyachts for charter and sale and manages yachts on behalf of their owners. Their clients expect a personal, polished experience from the first enquiry to the final itinerary.
That standard is easy to promise and hard to keep when dozens of brokers in different offices are each writing their own outreach. IYC needed one system that let every broker move quickly without drifting from the brand.
— The Challenge
Consistency across a worldwide team
- 1Brokers were building their own emails and follow-ups, so messaging and branding varied from office to office.
- 2The internal marketing team spent its time recreating the same campaigns for each broker, region and season instead of improving them.
- 3The yacht search on iyc.com captured exactly what a client wanted, but none of that intent reached the CRM or shaped the follow-up.
— The Site
A look at iyc.com
Homepage: sales, charter and management in one place
Charter search by destination, yacht length and dates
Built mobile-first
— What We Built
An automation engine built around how brokers actually sell
01
A HubSpot automation strategy designed for brokers
We designed the workflows, sequences and templates inside HubSpot so any broker can launch on-brand outreach in minutes. Every message draws from a shared library of approved language, so a client hears one IYC voice whether the note comes from Monaco or Fort Lauderdale.
02
One messaging system for the marketing team
The internal team now populates campaigns from the same source of truth: modular content for charter, sales and management that assembles into newsletters, destination features and broker follow-ups without starting from a blank page.
03
APIs and workflows tied into the yacht search platform
We built the integration layer between the iyc.com yacht search and HubSpot. When a prospect searches, their criteria are captured against their contact record: charter or purchase, region, length, budget and time of year.
04
Automated availability emails that match yachts to intent
A client looking to charter a superyacht in the Mediterranean, within a certain length and for a certain week, now receives periodic emails with yachts that genuinely fit, pulled from live availability. Nobody has to remember to follow up. The system does it, on brand, until the client books or a broker steps in.
— The Outcome
A brokerage that markets like one team
One brand voice, worldwide
Every broker sends outreach built from the same approved language, so IYC sounds like IYC in every office and region.
Campaigns in minutes, not days
The marketing team assembles newsletters and broker campaigns from modular content instead of rebuilding them each time.
Search intent becomes follow-up
What a client looks for on iyc.com now lives in HubSpot and drives the yachts, destinations and timing they hear about next.
Always-on nurture, no dropped leads
Prospects receive matching yacht options on a schedule, so no enquiry goes quiet while a broker is at sea or between time zones.
Experience decided what to automate. AI and automation made it run.
Have a platform that should be working harder?
We build marketing systems inside the tools you already own, with 20+ years of experience deciding what to automate and where a human still wins.