Skip to content
Get started

Global Marketing Evolution for Zoetis: Salesforce Migration & Center of Excellence Implementation

zoetis building

Industry

Animal Health & Pharmaceuticals

Challenge

Zoetis, a global animal health company, needed to streamline its marketing strategy, design, and execution across multiple markets. Their highly customized Marketo instance with numerous APIs created inefficiencies, prompting a migration to Salesforce Marketing Cloud. Post-migration, they required a centralized Digital Center of Excellence to standardize marketing operations across 24 markets.

Results

Zoetis achieved a more structured, data-driven marketing approach with improved efficiency across global business units. The newly established Center of Excellence now supports over 200 yearly tickets across 24 countries, ensuring streamlined campaign execution. As a result, lead volume and velocity have significantly increased, driving better engagement and business outcomes.

Key Services

Marketing Process Optimization, Salesforce Marketing Cloud Implementation, Global Marketing Operations Support

www.zoetis.com
$200M+
Annual Pipeline Impact
200+
Tickets Managed Per Year
24+
Countries Supported
2X
Lead Volume Growth

What our partners TPG and the International team have been able to do is not just expand the platform in record time but change a Marketing culture so we can connect with our customers in a more timely, efficient, and personalized way, which helps them succeed in their businesses and the healthcare of animals.

Ed Stening

International Head of Digital @ Zoetis

zoetis2

About Zoetis

Zoetis is a global leader in animal health, providing innovative medicines, vaccines, and diagnostic solutions for livestock and pets. With a presence in over 100 countries, Zoetis supports veterinarians, livestock producers, and pet owners with advanced healthcare products and services. The company continuously invests in digital marketing and technology to enhance customer engagement and streamline operations across global markets.

The Challenge

Zoetis sought to enhance its global marketing operations by migrating from a highly customized Marketo instance with numerous API integrations to Salesforce Marketing Cloud. The company needed a streamlined and standardized approach to marketing automation that could support its diverse business units across 24 markets. Additionally, Zoetis aimed to establish a Global Center of Excellence to improve efficiency, governance, and scalability in its marketing execution.

The Solution

Zoetis recognized the need for a more scalable and efficient marketing automation platform that could unify its global operations. After evaluating various solutions, the company migrated to Salesforce Marketing Cloud, prioritizing a system that would provide better data integration, automation, and governance. The Pedowitz Group (TPG) was selected as the implementation partner due to its expertise in complex marketing technology migrations and its proven track record of helping enterprises optimize digital marketing execution.

TPG worked closely with Zoetis to implement a customized Salesforce Marketing Cloud instance, ensuring a seamless transition from Marketo without business disruptions. The project included comprehensive user training, developing standardized business processes, and integrating a global ticketing system to manage campaign intake and execution. These enhancements enabled Zoetis to maintain operational continuity while improving efficiency and data-driven decision-making.

“The Pedowitz Group didn’t just help us migrate platforms—they helped us rethink how we approach marketing on a global scale. Their expertise ensured a seamless transition while giving us the structure and agility to better connect with customers across 24 markets.”

— Ed Stening, International Head of Digital, Zoetis

The Results

After implementing the new Salesforce Marketing Cloud platform and standardized business processes, Zoetis saw significant improvements in efficiency and scalability. The newly established Center of Excellence (COE) now supports over 200 yearly tickets across 24 countries, ensuring streamlined marketing operations globally. Benchmarking results from 2020 demonstrated a measurable increase in lead volume and velocity, positioning Zoetis for continued growth. With ongoing support from The Pedowitz Group, Zoetis has built a more data-driven and structured marketing ecosystem that enables more effective campaign execution and customer engagement at scale.

Ready to get started?

Get Your Results