Improving Marketing by Returning Control

Zoetis is a global animal health company delivering quality medicines, vaccines and diagnostic products to those who raise and care for animals. Zoetis discovers, develops, manufactures and commercializes medicines, vaccines and diagnostic products, which are complemented by biodevices, genetic tests and precision livestock farming. Zoetis serves veterinarians, livestock producers and people who raise and care for farm and companion animals in more than 100 countries.

Zoetis needed help streamlining and running their marketing campaigns, and it was this need that originally brought them to Valtech.

Zoetis outsourced their marketing campaigns to a vendor, as do a lot of companies. They struggled with a Salesforce environment that was difficult to navigate and within which they controlled very little of their own content and campaigns. Some marketing companies that take on work for other brands at times create systems in which they control much of the data and have oversight of the campaigns. This makes the client dependent on them for all their marketing needs.

Zoetis needed a partner that could manage their marketing campaigns while still granting them access to and control of their first-party data. Additionally, they needed help organizing and cleaning up their Salesforce environment. Through a close working relationship, we were able to show Zoetis stakeholders what we could achieve within Salesforce, and we won the opportunity to organize their Salesforce and run their campaigns. The digital marketing service we continue to provide sees us running all brand advertising campaigns, while overseeing digital creative services, SEO, data and development.

Zoetis now has a digital partner they can count on running their marketing campaigns and access to all of the work we do. They get the opportunity to use the first-party data derived from their campaigns to make data-driven changes to their future marketing. And we’ve created a Salesforce environment that’s perfectly integrated into their site and that they still have control over and understanding of how to run on their own. We aren’t controlling their marketing for them, simply helping to guide and to execute their own marketing strategy.