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Zoetis International Streamlining Global Marketing Operations Case Study

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Case Study The Revenue Marketing Consulting Firm The Pedowitz Group | pedowitzgroup.com | Call us at 855-REV-MKTG | @revenuemarketer Introduction Zoetis is a global leader in animal health. They discover, develop, manufacture, and market veterinary medicines and vaccines. These product offerings are complemented by diagnostic products, genetic tests, bio-devices and other technical services. The Challenge Zoetis wanted to drive consistency across their international business to streamline marketing operations and discover innovative ways to engage customers throughout the customer life cycle. Their US organization had already demonstrated the benefit of Marketo and Salesforce.com for closed-loop engagement and reporting. Because of language and cultural differences involved, an international rollout of Salesforce. com and Marketo required a more dynamic solution than the US rollout, one that would allow for a more efficient process, but also include local compliance. Zoetis sought help from The Pedowitz Group (TPG) in their deployment of an International Center of Excellence (CoE). The Solution With 597,000 potential veterinarian customers globally and over 200+ product SKUs in their catalog, it was necessary for Zoetis to keep supporting their customers while managing their growth for a positive result overall for both customers and the company itself. TPG offered solutions for lead management, Marketo enablement, preference centers and Marketo- Salesforce integration. These services ensured a consistent, standards-based approach for each market, continuing operation of core marketing functions, and outcomes that increased efficiency and cost-savings, with greater data visibility. Additionally, custom rules allowed markets to meet their individual compliance requirements, including opt-out and privacy policies specific to certain countries. How TPG Helped TPG stepped in and created a structure for the Zoetis onboarding process, which included our proven governance model that more clearly outlined roles and responsibilities. TPG also worked to implement their positive revenue marketing processes into the existing marketing operations. Using a single Marketo instance, Zoetis International first established access for 11 primary markets. Next, the business wanted to roll out the solution to all remaining markets

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