For more than 70 years, Iron Mountain has been trusted by the world’s largest organizations to protect their vital records and information.
Iron Mountain is trusted by more than 240,000 customers in 61 countries, including approximately 95% of the Fortune 1000, to help unlock value and intelligence from their assets through services that transcend the physical and digital worlds.
THE CHALLENGE
Organizations today are driving to create differentiated customer experiences. But it’s difficult to do when they can’t easily access information stuck in disparate systems, legacy applications, and paper-based manual processes.
Iron Mountain’s new solution, InSight® Digital Experience Platform (DXP), solves this pain point by leveraging a unified, automated, and secure platform with comprehensive solutions to access, manage, govern, and monetize both physical and digital assets. The challenge was that most organizations only knew Iron Mountain as a legacy solutions provider; not the strategic digital partner InSight DXP made them.
WHAT WE DID
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.
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).
We’re most proud of how this work brought together various teams across Iron Mountain to launch a new product in record time—it all came together in under six months! We came together to create a dynamic, engaging full-funnel campaign that has far surpassed all our objectives and had a great impact on business and brand growth.
Amanda Wener
Senior Manager, Global Brand & Creative Services, Iron Mountain
We enjoy what we do
And we don’t mind saying we’re good at it.
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