Duke
Electric.
Nineteen years. One fractional growth team embedded inside a leading Canadian electric motor distributor — building brand, driving revenue, and transforming how a technical B2B business operates in a digital world.
Most agencies pitch a project. Human_Code pitched a partnership. When Duke Electric first came to us in 2007, they needed SEO and website maintenance. What grew from that was something far more valuable: a fully embedded growth team that has touched every corner of their digital business for nearly two decades.
Duke Electric distributes and repairs electric motors across Canada. It's a technical, relationship-driven B2B business where trust is earned slowly and the buying journey is anything but linear.
That's exactly what Human_Code has been: not a vendor, but a fractional department — delivering brand strategy, eCommerce platforms, CRM architecture, automated email sequences, ERP integrations, and now a first-of-its-kind Motor Wikipedia.
The relationship that compounds.
Every year builds on the last. This is what long-term embedded partnership looks like — not a retainer of recurring tasks, but a roadmap of compounding capability.
Three disciplines. One team.
Human_Code's fractional model means Duke doesn't hire a marketing person, a developer, and a strategist separately. They get all three — coordinated, accountable, and moving toward the same goals.
Turning strangers into buyers
From Duke's original brand identity to every customer touchpoint — we've ensured their brand strategy is aligned with their ideal customer at every stage of a complex B2B journey.
Engineering better revenue
We don't just generate leads — we engineer full-funnel strategies that close them. Every dollar of marketing spend is tracked to a business outcome.
Building the infrastructure that scales
HubSpot as the nerve centre. Shopify and WooCommerce for eCommerce. A custom Traverse ERP integration. Duke's digital infrastructure is now a competitive moat.
What we shipped recently.
Here's a look at what the Human_Code team has been executing for Duke in the last 18 months.
Automated Service Request Follow-up
Motors were being dropped off for service and then — nothing. A 3-stage automated email sequence now triggers at 45, 60, and 90 days for any unactioned motor.
- Response rates at each touchpoint
- Storage conversion vs. quote approval
- Reduction in unclaimed motors
Lost Sales Order & Dormant Account Re-engagement
When a quote goes unanswered, the old default was silence. Now a follow-up triggers automatically. Dead ends become data points.
- Re-engagement rate at 90 days
- Quote conversion from follow-up
- Win-back patterns by customer type
Streamlined Customer Reporting
We built Duke a branded digital teardown report their technicians fill out in the field — all captured in a structured form that generates a polished PDF on the spot.
HubSpot + Traverse ERP Integration
We built a custom integration that bridges them — so sales teams have full customer history at their fingertips and reporting can finally show pipeline alongside operational performance.
Duke Motor Wikipedia
The boldest initiative yet: transforming Duke Electric's online store into the definitive knowledge hub for electric motors. Think Wikipedia, but for industrial motors — with a store built into it.
Engineers, maintenance professionals, hobbyists, and students will be able to not just purchase motors, but learn, compare, select, and discuss them.
- Wiki-style motor documentation
- Community Q&A
- AI spec retrieval
- Cross-reference engine
- Downloadable resources
- Integrated product catalog
The stack that runs Duke.
CRM Platform
The nerve centre. Captures inbound demand, automates buyer journey touchpoints, and supports broader adoption across Duke's sales and marketing teams.
Systems Integration
Custom-built bridge between operations and marketing. Sales data, product data, and customer history all feed into one platform.
eCommerce
Two stores, two product lines. Both feed into HubSpot for unified customer tracking.
Artificial Intelligence
Introduced to support campaign optimization, content development, reporting insights, and automation of repetitive workflows.
Why long-term beats one-time.
For any company serious about growth: the frustration with execution isn't about trying hard enough. It's about having the right team, in the right rhythm.
A one-time campaign might generate leads. A 19-year embedded growth partner builds the infrastructure that makes every future campaign work better than the last.
The longer we work together, the cheaper execution gets.
New vendors spend months learning your business. We already know Duke's customers, their objections, and the gaps in the funnel.
A fractional team is not a freelancer. It's a department.
Duke doesn't coordinate a strategist, a developer, and a content person separately. They have one team with shared context, shared accountability, and shared metrics.
Structured sprints mean nothing falls through the cracks.
Initiatives are prioritized, delivered through 3-month execution cycles, and continuously optimized.
Every automated sequence is a salesperson that never sleeps.
Automation built on clean data is a machine. Automation built on dirty data is noise. We built the data infrastructure first.
eCommerce for a B2B motor distributor required rethinking the category.
Industrial buyers don't browse like consumers. They search by spec, cross-reference by frame size, and want documentation before they click "buy."
If it wasn't working, they would have left.
Duke Electric has been a client since 2007. They've had every opportunity to bring this work in-house or switch to another agency. They haven't.
Ready to talk?
Your rocks deserve a team that stays.
The Human_Code model is built for companies that are serious about growth — not one campaign at a time, but as an embedded partner who shows up every sprint with work that compounds.