With the start of the new year comes fresh opportunities, innovative products, and a chance to optimize your veterinary marketing engine. Many of us spend January setting resolutions to encourage personal and professional growth. In celebration of the new year, we’ve curated the top New Year’s resolutions for B2B veterinary marketers to help you thrive in 2025.
But first, let’s address the elephant in the room: the nonstop nature of marketing.
You may be wondering, “Where will I find the time for professional resolutions?” It’s true—January in the veterinary space is anything but slow. VMX is right around the corner, WVC follows closely behind, and everyone wants product launches ready to roll. Marketing in vet med isn’t for the faint of heart. It’s fast-paced, and even when you’ve hit your success metrics, the next question is always, “What’s next?”
But you’ve got this. You’re a savvy, creative marketer, and we’re here to be your partner in achieving your next big win. These resolutions are designed to help you hit those milestones with confidence.
#1: Set It and Forget It (Almost)
Full disclosure: “Set it and forget it” isn’t entirely realistic. Every campaign needs monitoring. But these ideas will help you do more with less:
- Email Welcome Sequence: Automated email sequences can boost long-term engagement and educate prospects faster. Use evergreen content to minimize updates and set up performance dashboards for quick monitoring.
- Retargeting Ads: Google and social media retargeting ads keep your brand top of mind for website visitors. Build retargeting audiences based on webpage visits to improve conversions.
- Nurture by Buyer Journey Stage: Use email automation to guide prospects through their buying journey. Tailor sequences for each stage to accelerate your MQL > SQL > Opportunity pipeline.
#2: Harness the Power of Customer Satisfaction
Is the drive for new leads overshadowing your focus on existing customers? It’s a common challenge. But retaining customers is far more cost-effective than acquiring new ones, and satisfied clients can become your most powerful referral source.
Make it a resolution to:
- Invest in full-funnel marketing strategies.
- Prioritize customer engagement to increase retention and generate referrals.
#3: Improve Cost Per Lead (CPL) Tracking
Understanding CPL by source enables smarter allocation of your marketing budget. To get an accurate picture of ROI:
- Track CPL by source, number of deals in the pipeline, and closed-won deals.
- Focus on real-time, accurate ROI reporting. If you’re not there yet, start with CPL tracking—it’s a foundational metric for data-driven decisions.
#4: Define MQL and SQL Goals
Not all leads are created equal. Vague definitions can cause friction between sales and marketing, so set clear lead definitions to align expectations:
- Lead: An unqualified individual in your database, often needing educational nurturing.
- MQL (Marketing-Qualified Lead): A prospect showing higher interest, ready for advanced nurturing.
- SQL (Sales-Qualified Lead): A prospect deemed sales-ready, either through specific actions or direct inquiries.
Use these definitions to establish clear lead generation goals and CPL targets by lead type.
#5: Remove the Noise from Your KPIs
Evaluate your KPIs to ensure they’re meaningful:
- Does the KPI provide actionable insights? If not, replace it.
- Is it accurate? Ditch unreliable metrics.
- Does the effort to measure it match its value? Streamline complex processes or focus on higher-impact metrics.
- Does your team understand it? Provide training or choose more intuitive metrics.
Take a deep dive into the most important metrics for today’s B2B veterinary marketer.
#6: Cleanse Your Database
Database maintenance isn’t glamorous, but it’s necessary. Consider removing:
- Hard bounces and unsubscribes
- Unengaged leads (12+ months of inactivity)
- Unqualified leads (eg, retired individuals, irrelevant roles)
- Outdated data from third-party sources or duplicate entries
- Leads with negative scores (if using lead scoring)
Streamlining your database can boost efficiency for both sales and marketing teams.
#7: Find a Worthy Mission
Veterinary medicine is full of worthy missions that your brand could participate in and champion. Participating in something beyond simply transactional business can provide your brand with a major visibility boost and can generate trust and true industry connection.
#8: Plan Your Year in Advance
Who likes running around at the last minute? Nobody. National Veterinary Technician Appreciation Week is at the same time every year, the quarter-end is a predictably busy time, and anchoring conferences are consistent, so there’s no need to leave planning to the last minute.
Use our essential planner to get out ahead of your plans for the whole year.
#9: Build Brand Authority Through Education
In veterinary medicine, the line between lead generation and clinical education is hazy. Education-based leads can have a slightly longer sale cycle, but they are quality leads. Educational content marketing provides a powerful way to create more educated consumers, foster customer relationships, and provide leads for marketing to nurture for sales.
#10: Embrace AI Thoughtfully
AI tools for marketers are more accessible than ever. Some are game-changing; others, less so. To make the most of AI:
- Define its role in your strategy.
- Develop SOPs to ensure AI complements, rather than replaces, your team’s expertise.
Let’s make progress on your resolutions together.
Contact the VetMedux team to start bringing your marketing resolutions to life!