INSIGHTS & STRATEGY:
FROM LEGACY PROVIDER TO STRATEGY DIGITAL PARTNER

We relied on analyst reports from Gartner and Forrester on market share opportunities and challenges. By holding customer surveys and interviews, we could determine how to position the DXP platform and create key messaging.

Iron Mountain’s differentiator was that their solution provided a scalable low-code modular platform with physical and digital content management. This laid the foundation for their marketing initiatives: We needed to highlight 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 highlight the main differentiator with a bold statement showing that, with InSight DXP, your organization would be ready for AI.

We then paired these lines with dynamic visuals that strengthened the link to Iron Mountain’s brand identity. One of their key design elements is side-profile images with a transparency of mountains overlaid, demonstrating that Iron Mountain literally has the back of their customers.

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 to a launch email, we ensured we flooded the market with our 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).