Gilbarco Veeder-Root

The Challenge

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.

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Zoetis

The Challenge

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.

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CommTech_Company_Case_Study

The Challenge

As a company on the cutting edge of their industry, this Fortune 500 communication technology company wanted to ensure its marketing automation (MA) implementation was successful and that they used best practices along the way. They had been using another solution and an additional challenge was their inability to properly attribute marketing influence. Their previous MA platform was only able to employ one marketing “touch,” which did not expose the numerous marketing efforts that had an impact on opportunities and sales.

In addition, the company needed to be able to see their end-to-end funnel and measure results at every stage – but most importantly in lead creation, pipeline creation, and revenue results. It was also critical to know which marketing initiatives were having positive results so the company could make good, data-driven decisions about where to focus their marketing efforts.

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