The groundwork is done. The audience is well-defined. The messaging is clear, and the brand looks and sounds consistent across every touchpoint.
Now it’s time to turn that foundation into results.
For B2B companies selling to veterinary practices, this is the moment where strategy meets execution. It’s no longer about planning—it’s about generating leads, building credibility, and moving prospects through the funnel in a meaningful way.
Reaching busy veterinary professionals requires more than just a good-looking campaign. It takes thoughtful timing, the right channels, and content that truly speaks to their needs. We’ve found that a well-rounded marketing approach—combining search, social media, display ads, email, and trade media—can create consistent awareness and steady lead flow.
But before jumping into tactics, it’s important to take a step back and map the customer journey.
Understanding the Buyer Journey
Successful marketing is built around how buyers think and behave at each stage in their journey. Most journeys follow four key stages:
Awareness → Consideration → Purchase → Loyalty
In the awareness stage, the audience may just be realizing they have a need. During consideration, they begin exploring solutions. Purchase is the decision point, and loyalty is where long-term trust and relationships are built.
Outlining common questions, hesitations, and goals for each phase helps shape the tone and content of all marketing efforts. It ensures that messages resonate, build trust, and guide the audience forward. It becomes a helpful guide for crafting marketing materials at each phase.
Choosing the Right Tactics for Each Phase
Each stage of the funnel calls for a slightly different approach. Here’s how to match tactics to intent:
Awareness
The focus here is visibility, education, and reach, touching as many prospects as possible with an efficient media budget.
- Targeted Google Display Ads can help your brand appear in front of people who match your target prospect in terms of interests, demographics, and behaviors. These ads are shown across Google’s large network and reach a broad audience very efficiently, leveraging AI to predict audiences.
- Sponsored social media posts increase exposure and engagement on platforms like LinkedIn or Facebook. When setting up these ads, we typically recommend engagement or website visits as the objective, as it is easier to measure results and create follow-up marketing tactics compared with the general “brand awareness” objective.
- Trade publication ads or sponsored content (including email newsletters) introduce the solution to a relevant audience while educating and building credibility.
Consideration
Once awareness is built, the goal is to provide more detailed information and nurture interest.
- Paid and organic search is great for capturing prospects showing intent and searching for solutions.
- Sponsored social media posts can work well in the consideration phase, too. With website visits or conversion as the objective, sponsored posts can be used to retarget your website visitors and those who engaged with your sponsored post in the awareness phase.
- Email campaigns – either through trade publications or via your own platform – keep the conversation going and provide helpful resources to guide decision-making. It’s been said that the #1 marketing asset that companies own is their prospect email list. That’s for good reason. You have complete control over this channel and can use it to communicate with prospects at will.
- Retargeting ads are a very efficient and effective way to stay in front of your prospects, following them around the web after they navigate away from your website.
Purchase and Loyalty
Conversion and retention tactics are key at this stage. Prospects are sometimes handed over to the sales team at this point, to engage directly, answer questions, and facilitate the sale. For companies that offer more of a “self-serve” purchase process, clear website navigation, strong calls to action, and testimonials or case studies can support the purchase decision. Email drip campaigns that guide prospects through the decision and purchase process can also help facilitate the sale.
Once a prospect becomes a customer, creating a positive experience and building loyalty is key. The job gets a bit easier here because you can communicate directly with your customers, rather than having to purchase media to reach them. Onboarding emails or resources can help customers get value quickly, and ongoing newsletters, case studies, or exclusive content can help reinforce their decision to purchase and encourage repeat engagement.
Putting It All Together
Marketing to veterinary practices is most effective when it aligns with how the audience thinks and buys. A strategy built around the customer journey—and supported by well-placed, thoughtful marketing—can turn awareness into real business growth. And, don’t forget the importance of measurement. Continually testing ads, messages, and calls to action is an important way to refine and improve cost per lead.
With the right tools in place, lead generation doesn’t have to feel like a guessing game. It can be a clear, measurable process that connects the right message with the right audience at the right time.