Gilbarco Veeder-Root is the worldwide technology leader for retail and commercial fueling operations. They offer the broadest range of integrated solutions from the forecourt to the convenience store and head office. Gilbarco Veeder-Root was emailing their contacts, but they lacked the ability to report on their marketing activities and truly nurture prospects in the way they required. Instead of an email service provider (ESP), Gilbarco Veeder-Root selected a full marketing automation platform. While it was important to show that marketing automation was a good investment, Gilbarco Veeder-Root also wanted to create a solid foundation for best practices when they expanded their marketing automation to their global marketing groups. They didn’t just want to get up-and-running quickly, they wanted to ensure they had a solid model for a global rollout that all of their regions could benefit from.
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.