What we do
Taking pet care into the workplace, as the employee benefit HR teams didn’t know they were missing.
Vet-AI is the pet health technology company behind Joii Pet Care, the UK’s leading online vet service. It provides telehealth to 25% of the UK pet insurance market and gives a community of around 600,000 pet owners 24/7 access to qualified vets. Joii for Business brings that same support into the workplace as a low-cost, high-impact employee benefit.
As Vet-AI expanded into new B2B markets, Think GTM was brought in to build its go-to-market engine from the ground up, taking the brand to an entirely new buyer: the HR, People and Reward leaders of UK employers.
Our approach starts with insight. We turned Joii’s research from over 1,000 employed UK pet owners into a whitepaper and lead magnet, revealing that 47% have taken time off to care for a pet and 66% say vet bill stress affects their work. It gives HR a problem they recognise before we ever mention a product.
From messaging frameworks and CRM set-up to creative and campaign management, we ran a progressive, test-and-learn programme across LinkedIn, moving from brand awareness video to research-led content, native lead generation and one-to-one sponsored messaging. Each campaign sharpens the next. Stat-led, problem-framing hooks lifted click-through rates six-fold, and cut cost per lead by 38% with open rates well above the LinkedIn benchmark.
Alongside paid media, we delivered the landing pages, sales collateral, email nurture and outreach to support the pipeline, and extended the playbook into Sales Navigator, turning proven messaging into personalised outbound at scale.
