Case Studies Iron Mountain Boosts Target Account Engagement and Conversions

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	Iron Mountain Boosts Target Account Engagement and Conversions

Iron Mountain Boosts Target Account Engagement and Conversions

Technology Category	Platform as a Service (PaaS) - Connectivity Platforms Analytics & Modeling - Predictive Analytics Application Infrastructure & Middleware - Data Visualization
Applicable Industries	Professional Service Healthcare & Hospitals Finance & Insurance
Applicable Functions	Sales & Marketing Business Operation
Services	System Integration Data Science Services
Challenge	Iron Mountain, a leading provider of storage and information management services, faced significant challenges in its digital marketing efforts. The company needed to effectively reach target accounts with display advertising and drive them to its website. Additionally, Iron Mountain struggled to identify target accounts on its website and engage them with relevant content. Increasing conversion rates was another major hurdle. These challenges were critical for Iron Mountain as a B2B company aiming to lower storage costs, comply with regulations, recover from disasters, and better utilize information for business advantage. Read More
About Customer	Iron Mountain is a prominent provider of storage and information management services, catering to organizations that aim to lower storage costs, comply with regulations, recover from disasters, and leverage their information for business advantage. As a B2B company, Iron Mountain serves a diverse range of industries, including healthcare, financial services, and professional services. The company is known for its comprehensive solutions that help businesses manage their information lifecycle, from storage and protection to recovery and utilization. With a large customer base and a strong market presence, Iron Mountain is committed to delivering high-quality services that meet the evolving needs of its clients. Read More
Solution	To address its digital marketing challenges, Iron Mountain implemented Demandbase's end-to-end platform and consulting services. The solution was rolled out in a phased approach, starting with display advertising to drive target accounts to its website. Iron Mountain also added Account-Based Advertising to reach targeted accounts not visiting its website. This allowed the company to deliver specific messages to the companies it was interested in, thereby increasing engagement. Iron Mountain further enhanced engagement by implementing A/B testing with Optimizely to measure the effectiveness of targeted content for companies in specific verticals. The company also shortened its web forms using Demandbase Forms, capturing more data while reducing the number of form fields. This data was then integrated into Eloqua and Salesforce for better data management. Additionally, Iron Mountain integrated Demandbase Web Analytics with Google Analytics to gain greater visibility into target account engagement. This integration helped the company fine-tune its targeting and personalization strategy. Iron Mountain also leveraged Demandbase Consulting Services to extract the right data from its content management system and put it into Google Analytics. The consulting team developed dashboards that provided metrics to the inbound team, helping them understand which content was attracting visitors and influencing conversions. Read More Log in to view content
Contents

Technology Category

Platform as a Service (PaaS) - Connectivity Platforms

Analytics & Modeling - Predictive Analytics

Application Infrastructure & Middleware - Data Visualization

Applicable Industries

Professional Service

Healthcare & Hospitals

Finance & Insurance

Applicable Functions

Sales & Marketing

Business Operation

Services

System Integration

Data Science Services

Challenge

Iron Mountain, a leading provider of storage and information management services, faced significant challenges in its digital marketing efforts. The company needed to effectively reach target accounts with display advertising and drive them to its website. Additionally, Iron Mountain struggled to identify target accounts on its website and engage them with relevant content. Increasing conversion rates was another major hurdle. These challenges were critical for Iron Mountain as a B2B company aiming to lower storage costs, comply with regulations, recover from disasters, and better utilize information for business advantage.

About Customer

Iron Mountain is a prominent provider of storage and information management services, catering to organizations that aim to lower storage costs, comply with regulations, recover from disasters, and leverage their information for business advantage. As a B2B company, Iron Mountain serves a diverse range of industries, including healthcare, financial services, and professional services. The company is known for its comprehensive solutions that help businesses manage their information lifecycle, from storage and protection to recovery and utilization. With a large customer base and a strong market presence, Iron Mountain is committed to delivering high-quality services that meet the evolving needs of its clients.

Solution

To address its digital marketing challenges, Iron Mountain implemented Demandbase's end-to-end platform and consulting services. The solution was rolled out in a phased approach, starting with display advertising to drive target accounts to its website. Iron Mountain also added Account-Based Advertising to reach targeted accounts not visiting its website. This allowed the company to deliver specific messages to the companies it was interested in, thereby increasing engagement. Iron Mountain further enhanced engagement by implementing A/B testing with Optimizely to measure the effectiveness of targeted content for companies in specific verticals. The company also shortened its web forms using Demandbase Forms, capturing more data while reducing the number of form fields. This data was then integrated into Eloqua and Salesforce for better data management. Additionally, Iron Mountain integrated Demandbase Web Analytics with Google Analytics to gain greater visibility into target account engagement. This integration helped the company fine-tune its targeting and personalization strategy. Iron Mountain also leveraged Demandbase Consulting Services to extract the right data from its content management system and put it into Google Analytics. The consulting team developed dashboards that provided metrics to the inbound team, helping them understand which content was attracting visitors and influencing conversions.

Impact #1	Iron Mountain saw a significant increase in engagement and conversions after implementing Demandbase's solutions. The company's first test, targeting the healthcare sector, showed a 120% lift in engagement. Financial Services also saw an engagement lift of 115%.
Impact #2	The integration of Demandbase Web Analytics with Google Analytics provided greater visibility into how companies of varying sizes and industries interacted with Iron Mountain's content. This allowed the company to make better content decisions to support its content marketing efforts.
Impact #3	The use of Demandbase Forms enabled Iron Mountain to capture more and richer data, even though the number of form fields was reduced from 16 to 12. This data was seamlessly integrated into Eloqua and Salesforce, enhancing data management and quality.

Impact #1

Iron Mountain saw a significant increase in engagement and conversions after implementing Demandbase's solutions. The company's first test, targeting the healthcare sector, showed a 120% lift in engagement. Financial Services also saw an engagement lift of 115%.

Impact #2

The integration of Demandbase Web Analytics with Google Analytics provided greater visibility into how companies of varying sizes and industries interacted with Iron Mountain's content. This allowed the company to make better content decisions to support its content marketing efforts.

Impact #3

The use of Demandbase Forms enabled Iron Mountain to capture more and richer data, even though the number of form fields was reduced from 16 to 12. This data was seamlessly integrated into Eloqua and Salesforce, enhancing data management and quality.

Benefit #1	120% increase in engagement for the healthcare sector.
Benefit #2	115% increase in engagement for the financial services sector.
Benefit #3	219% increase in conversions while capturing more and richer data.

Benefit #1

120% increase in engagement for the healthcare sector.

Benefit #2

115% increase in engagement for the financial services sector.

Benefit #3

219% increase in conversions while capturing more and richer data.

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Overview

Iron Mountain Boosts Target Account Engagement and Conversions

Operational Impact

Quantitative Benefit