Unifying 100+ Locations with HubSpot & Custom Integrations with OneWater Marine

OneWater Marine, a national leader in the boating industry with over 100 locations, partnered with 1406 Consulting to unify marketing and sales operations, bring automation to fragmented processes, and lay the foundation for rapid, data-driven growth across their entire network.

Through custom DMS-to-HubSpot integration, dynamic inventory-based marketing automation, and real-time attribution reporting, OneWater transformed scattered systems and manual processes into a competitive advantage that powers scalable expansion.

The Challenge

Business Context

OneWater Marine operates as a decentralized network of 100+ locations, each with independent marketing strategies and siloed data. While this structure provided autonomy, it created inefficiencies, missed opportunities, and prevented the company from leveraging group-wide insights and best practices.

Mission-critical data—inventory, leads, customer records—remained locked in a legacy Dealer Management System (DMS), disconnected from modern marketing and sales tools.

Five Key Pain Points

01. Decentralized Marketing Strategies
Every business unit operated independently, leading to fragmented customer experiences, duplicated efforts, and missed synergies across the network.

02. Siloed Dealer Management System (DMS)
Mission-critical data (inventory, leads, customer records) was trapped in a legacy DMS, limiting marketing effectiveness and preventing unified visibility across locations.

03. Manual Attribution Reporting
Teams spent entire days each month pulling together leads and sales data from various third-party vendors and platforms—delaying insights and slowing decision-making.

04. Lead Losses from Inefficient Campaigns
Event and boat show leads were manually gathered and tracked, resulting in missed follow-ups, incomplete records, and lost sales opportunities.

05. Duplicate Data & Inflexible Marketing
Lack of deduplication created messy records and inaccurate reporting. Additionally, inventory marketing could not adapt dynamically to real-time buyer interest or product lifecycle events.

Additional Challenge

Growth Barriers: Existing solutions were not configured for easy expansion as OneWater adds locations or enters new markets.

"Appreciate how you make all of our business complexities and out-of-the-box requests possible." — One Water Marine Leadership

Project Objectives

Primary Objectives

• Centralize sales and marketing data using HubSpot, seamlessly integrating with the legacy DMS
• Automate dynamic, lifecycle-based marketing and lead nurturing across all locations
• Gain real-time visibility into campaign and event ROI from multiple sources

Secondary Objectives

• Empower each location with group-wide best practices and a unified platform
• Streamline contact and deal management for cleaner operations and accurate reporting
• Build scalable systems to fuel ongoing expansion into new brands and markets

Our Approach: 7 Core Solutions

1. Integrated Data Ecosystem

We engineered a robust, custom integration between One Water's legacy DMS and HubSpot, including a unique "boat" object that syncs real-time inventory data. This created a single source of truth across all 100+ locations and enabled dynamic, inventory-driven marketing campaigns.

2. Dynamic Lifecycle Marketing

We launched highly-tailored email and nurture modules triggered automatically by inventory aging, customer interest, past purchases, and product lifecycle events (like winterization). Personalized messaging now reaches customers at exactly the right moment with exactly the right offer.

3. Automated Attribution & Analytics

We connected all third-party lead sources—Boats Group, Boat Trader, manufacturer channels, and more—directly to HubSpot, providing real-time insight into which marketing sources actually drive closed sales and ROI.

4. Event & Boat Show Campaign Automation

We designed and launched full-funnel campaigns for live events, including QR code-driven lead capture, custom landing pages, and progressive nurture streams. No leads are lost, and follow-up is smarter and faster every time.

5. Data Hygiene & Deduplication

We developed custom workflows and code to automatically prevent and clean up duplicate deals and contacts, maintaining data integrity as the business scales and new locations come online.

6. Business Unit Management & Scalability

We designed solutions with modularity and replication at the core. Each location can operate with autonomy while sharing best practices, templates, and data structure with the entire group.

7. Client Enablement & Training

We provided One Water's teams with hands-on training, system documentation, strategic sessions, and ongoing support to ensure adoption, continuous improvement, and internal capability-building.

The Results

Dramatic Efficiency Gains

Manual reporting and campaign tracking reduced from days to minutes. What previously required an entire day of manual work each month—consolidating attribution data, tracking boat show leads, and cleaning up duplicates—is now delivered automatically in real time.

This freed OneWater's teams to focus on high-value initiatives: strategy, customer experience, and growth.

Cleaner Data, Smarter Decisions

Unified, deduplicated CRM records across all 100+ locations improved reporting accuracy, campaign targeting precision, and customer record quality. Teams now trust the data they're working with.

Actionable, Real-Time ROI

Dynamic dashboards now spell out exactly where marketing dollars produce results—from specific third-party platforms to individual boat shows. This empowers smarter spend allocation and higher marketing impact.

Higher Engagement & Conversion

Personalized, lifecycle-based marketing triggered by inventory and customer behavior led to increased lead engagement, improved follow-up, and ultimately more sales.

Scalable Success

Solutions and processes were crafted to grow as OneWater does. Adding new locations, brands, or business units requires no reinvention—just configuration and deployment.

Enterprise-Wide Unification

Over 100 locations and 30+ brands now operate under one HubSpot ecosystem with 33 business units, 102 core seats across Marketing Hub, Sales Hub, and Data Hub.

Why OneWater Chose 1406 Consulting

Custom Integration Experts
Advanced data architecture means every boat, lead, and campaign is seamlessly connected. We don't force clients into cookie-cutter solutions—we build for their specific complexity.

Growth-Ready Solutions
Our approach delivers value today and powers the next phase of OneWater's expansion. No "rip and replace" needed as the business scales.

Industry Expertise
Proven strategies tailored for marine and powersports dealerships. We understand inventory dynamics, seasonal marketing patterns, event-driven sales, and multi-location operations.

End-to-End Partnership
From tech stack audit to hands-on campaign guidance, training, and ongoing optimization, we bridge the gap between legacy systems and modern marketing.

Ready To Transform Your Dealership?

OneWater Marine turned operational complexity into a competitive edge. By centralizing data, automating workflows, and building a scalable architecture, they set a new standard for the industry.

With 1406 Consulting as your partner, your digital transformation will empower your entire network—unlocking more sales, less manual work, and a proven path for scalable growth.

Let's set a new industry standard together.

Contact us at sales@1406consulting.com to learn how we can help you achieve similar results.