THE CHALLENGE

Zoetis Beef Genetics, a division of global animal health company Zoetis, specializes in enhancing beef cattle genetics through genetic testing and technology.

The Beef Genetics business unit faced challenges in generating leads. Existing efforts were less effective than desired. They also aimed to improve lead nurturing and conversion rates.

THE STRATEGIC APPROACH

As part of a larger, full-funnel strategic counsel agreement, Ruth Inman Creative Services proposed and implemented a lead-generation strategy, which included educational webinars as content marketing.

• End-to-End Campaign Management: Oversaw all aspects of the webinar strategy, from topic and tool selection to production, promotion and follow-up. 

• Content Development: Created engaging and informative promtional content (writing and graphic design) that aligned with brand guidelines and business objectives.

• Advertising and Promotion: Executed targeted advertising campaigns across digital and social and paid/owned email marketing to drive registrations.

• Lead Generation and Nurturing: Implemented gated content and lead nurturing strategies to capture and convert leads.

• Data-Driven Optimization: Analyzed campaign performance to make data-driven improvements as we scale efforts in 2025.