Zoetis develops, manufactures and commercializes a diverse portfolio of animal health products for veterinarians and the livestock farmers and companion animal owners they support. Traditionally, Zoetis has focused on a B2B strategy targeting veterinarians. The Companion Animal Division (CAD) wanted to increase brand awareness by marketing to pet owners. CAD established a goal of building a consumer database of one million pet owners.
To build a B2C database and launch their first direct consumer marketing program, Marketing Automation (MA) was needed. Zoetis operated independently across the brand managers, investing individually across channels and marketing by brand with varying degrees of success. They wanted to build an over-arching, digital consumer marketing strategy that would enable different divisions to work together and leverage assets and best practices, utilizing a central customer database. Establishing a foundation of tools and expertise would also enable them to better support those brands with fewer resources.