MC Account Engagement implementation & marketing automation guidance for Motrac


Motrac offers full solutions for internal transport and industrial cleaning thanks to the A-brands Tennant & Linde. Besides being the exclusive distributor of these brands in Belgium, the company is putting a strong focus on digitalizing.

Next to an elaborate CRM system which they are using over several countries, they were ready for a next step in Belgium: migrating from a mailing tool into a marketing automation system, closely connected with their CRM processes. Whether HAVIK could help with this migration? Of course!

Fulfilling new marketing goals

Because of their strong focus on digitalization, the Motrac marketing team felt the need to improve their marketing activities. They wanted more automation, better insights, more qualitative data, and last but not least: an EVEN better collaboration between marketing & sales.

With Marketing Cloud Account Engagement, they saw the opportunity to fulfill these goals. Motrac was using the mailing tool Flexmail, which allowed them to easily send emails and gather opt-ins. However, this easy way of working was not able to support all marketing initiatives they want to execute. Together with Motrac, HAVIK accepted the challenge to migrate from Flexmail to MC Account Engagement and set-up the marketing automation environment according to their needs.

A cross-functional team for cross-functional marketing

We began this partnership with various workshops during which we’ve determined Motrac’s marketing objectives and worked out an implementation plan. It appeared that the company needed a custom lead qualification process, as they already had a specific way of working in Salesforce Sales Cloud. Within the possibilities of Salesforce, we defined workarounds and so, created this customized lead qualification flow.

As HAVIK team is cross-functional and has some deep expertise in the connection with Sales Cloud to Pardot, we thoroughly discussed the collaboration between sales and marketing, and all possibilities to connect them through the tools. We streamlined the processes and ensured the MC Account Engagement data model considered the sales processes and their needs.

Strategic support from our MC Account Engagement team

In addition to performing a technical set-up for a MVP setting, it was also important to focus on the strategic implications of this set-up. During the project, we educated Motrac and provided insight into the consequences of each action. This would benefit Motrac once they started working in the tool.

After the strategic & functional workshops, the technical set-up and data migration, an IP warming was performed over the entire database. Our MC Account Engagement team was there to support them in the first weeks with our special aftercare formula. Finally, end user trainings were provided, tailored to Motrac’s processes and needs. In this way, their email reputation was kicked off on the right foot!

A learning & experimenting journey ahead

Motrac’s marketing automation journey has only just started. That’s why our MC Account Engagement team is ready to guide them every step of the way, according to their needs, specific objectives, and their situation. Next to a support formula – which is focused on ad hoc questions, mostly on a technical level – Motrac can walk through strategic sessions with us. In these sessions we make them aware of the possibilities, taking MC Account Engagement capabilities into account. We’re already looking forward to experience this learning & experimenting journey together with them!

Could you also use a MC Account Engagement partner? Then don’t hesitate to contact us. We will gladly link you to one of our experts.