CUSTOMER SPOTLIGHT
Veeva Consumer Products
Elevating the conversation in the consumer goods industry
A new beginning
In 2022, Veeva—the leading provider of quality, regulatory, and safety software solutions in consumer products-related industries—had a big ambition. They sought to shift the conversation from practitioner to executive decision-maker and pivot to an industry-first focus, and tapped Sappington as their marketing partner to make it a reality.
The opportunity
Transition focus to the executive audience
Prioritize business value over product capabilities
Drive deeper relationships across top companies in Consumer Packaged Goods, Food & Beverage, and Specialty Chemicals
The work
Developed executive-audience messaging
Created sub-category business-value propositions
Reimagined and redesigned the Veeva Industries website experience
Wrote executive-level content (articles, blogs, eBooks) to serve multiple industries
The results
Reduced sales cycle by 6-9 months
Achieved a new level of internal alignment
“We’re now speaking the language that gets results—sales results. Working with Sappington on executive and industry marketing helped us effectively communicate our value to customers and cut our deal cycle by 6-9 months.”
Don Bulmer | Vice President, Marketing, Veeva Consumer Products
We’ve come a long way.
From reimagining and rearchitecting the Veeva Industries website, to authoring the comprehensive Annual Trust Report, to executing on a wide range of blogs, eBooks, and articles, Sappington remains deeply involved in Veeva’s marketing and communications strategy.