INSIGHTS & STRATEGY:
FROM LEGACY PROVIDER TO STRATEGY DIGITAL PARTNER

We leaned on analyst reports on market-share opportunities and challenges from Gartner and Forrester, and held customer surveys and interviews to determine how to position the DXP platform and key messaging.

Iron Mountain’s differentiator was that its solution provided a scalable, low-code, modular platform with physical and digital content management. This laid the foundation for what would become the business’ marketing initiatives:

Highlighting the trust organizations had in Iron Mountain through their legacy solutions, while focusing on their digital experience platform’s distinct benefits.

THE BIG IDEA: IM AI-READY

Our ‘aha’ moment came when exploring campaign messaging. We wanted to showcase Iron Mountain’s main differentiator with a bold statement showing that, with InSight DXP, your organization would be ready for AI and anything else the market throws its way: IM AI-Ready.

We paired these lines with dynamic visuals that strengthened the link to Iron Mountain’s brand identity. One of its key design elements is side-profile images with transparent mountain overlays, and by leaning into its existing brand, we demonstrated that Iron Mountain quite literally has its customers’ backs.

EXECUTION: ALL-ENCOMPASSING ACTIVATION

We activated an aggressive campaign that included earned PR, organic social media, paid media, employee social advocacy, and sales outreach. From press announcements to a website homepage takeover and a launch email to existing clients, prospects, and the wider industry, we ensured we flooded the market with Iron Mountain’s news.

We developed two tracks of messaging: One focused on the technical benefits of the solution (IM AI-ready; IM breaking down silos; IM automating workflows; and IM compliance-ready), and one focused on the value benefits (IM putting my data to work; IM faster than ever; IM more efficient; and IM more confident).