Marketing to pet customers is a complicated business: With “traditional” marketing strategies nearly all still in play, plus social media, grassroots efforts and an overwhelming number of channels to find potential customers, pet food brands have their work cut out for them. But what about those companies for whom pet food manufacturers are the customers? In the pet food industry, what does it look like for a supplier or service provider to successfully throw their hat in the business-to-business (B2B) marketing ring?
“A successful strategy is all about making choices,” said Lidiia Alaverdova, head of global marketing and pet portfolio manager for Denmark-based bioscience company Chr. Hansen. “Our B2B strategy revolves around adding value to our customers while cultivating trust and lasting relationships. We prioritize understanding our customers' challenges, providing tailored biosolutions and fostering an environment of collaboration to give them the best experience. In our last survey, customer service and relationships scored really high, yet we continuously focus on how we can be that extended team for our customers.”
