I use terms like “forward-thinking” and “innovative” a lot. And I’ll admit, it’s sometimes hyperbole (after all, if I weren’t hyperbolic from time to time, I’m pretty sure I’d be booted from this particular profession).
Though in the case of Iron Mountain, I can confidently say that its marketing team is very forward-thinking…even innovative. Take a quick look at its marketing technology stack and you’ll agree.
Twenty or so MarTech systems and tools comprise the Iron Mountain MarTech stack, all of which play a very carefully chosen role in streamlining processes, communicating data between teams and enabling greater understanding of what’s working and what’s not.
Read the full Iron Mountain story: “RETHINKING THE DEMAND GEN & MARKETING OPS EQUATION”
Again, the phrase “carefully chosen” isn’t mere exaggeration here. Leslie Cocco Alore, Iron Mountain’s Head of Global Marketing Operations and Automation, is very outspoken about avoiding shiny tech-toy syndrome:
“Technology is foundational and very important, but it’s just a tool. If you’re just adopting technologies to be ‘innovative,’ and not strategically implementing it, measuring it and integrating it into your overall business strategy, you’re going to fail.”
Iron Mountain doesn’t buy MarTech to keep up with the Joneses – they buy it for very specific reasons: to continually improve customer experiences and scale demand.
About eighteen months ago, Leslie came to Integrate with a demand generation problem that’s very common in B2B enterprise marketing – a problem that was summed up well in a recent MarTech Advisor interview with Jon Miller (Marketo co-founder and Engagio CEO):
“The biggest challenge marketing and sales teams face is that the traditional demand generation model, and the supporting marketing automation technologies, are not aligned to the unique needs of going after larger, more complex deals.”
Such misalignment between front-end demand generation initiatives and back-end marketing operations duties has significant consequences.
- Slow prospect follow-up time, which reduces nurturing program efficacy (i.e., customer experience)
- A ton of extra, manual lead-processing tasks that sap resources and distract from focus on more strategic needs
- A lack of transparency into which demand generation tactics are working, and which need to be altered or dropped
While very common, these issues are far from minor. Iron Mountain adopted Integrate’s demand marketing software in early 2015 precisely to overcome these challenges – and the results have been overwhelming:
- Email click-through rates jumped from 2-3% to 13.5% due to quicker follow-up
- Scored marketing qualified leads (MQLs) quadrupled
- Influenced pipeline grew by $3.8 million, directly attributed to Integrate software
…All while eliminating nearly 30 hours per month of manual lead-processing tasks.
Read the full Iron Mountain story: “RETHINKING THE DEMAND GEN & MARKETING OPS EQUATION” and see how you can reinvent your demand marketing program.