Iron Mountain Boosts Target Account Engagement and Conversions
Customer Company Size
Large Corporate
Region
- America
Country
- United States
Product
- Demandbase Platform
- Optimizely
- Demandbase Forms
- Google Analytics
- Eloqua
Tech Stack
- Account-Based Marketing
- Web Analytics
- A/B Testing
- Content Management System
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Customer Satisfaction
- Productivity Improvements
- Revenue Growth
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
About The 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.
The 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.
The 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.
Operational Impact
Quantitative Benefit
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