Case Study
Iron Mountain
Enterprise data and information management solutions
Digital marketing
Content marketing
Public relations
Website
Some documents need to be stored and preserved. Others need to be destroyed outright. One thing is certain though, no matter the industry, handling sensitive information requires a commitment to information management.
For more than seven decades, Iron Mountain has been doing just that. In fact, you’ve probably seen an Iron Mountain truck shuttling sensitive documents for storage or destruction.
But in a digital world, information management has a new meaning. Not all documents are printed, much less capable of traveling by truck or being shredded. Cloud computing and the internet have changed this permanently. However, information security and management remain just as important as ever.
Iron Mountain saw an opportunity to educate and lead its customers through the digital transformation of information management. It approached Arketi Group with a big idea: create, promote and host an educational webcast series to demonstrate its information management thought leadership, plus create an opportunity for customer engagement and demand generation.
But there wasn’t much time. With roughly six weeks to drive registrations before the launch date, Arketi hit the ground running with a four-pronged promotional strategy – email, landing pages, organic and paid social and a year-long media buy with the industry-leading publication of the Association of Records Managers & Administrators (ARMA).
The first webcast series secured more than 1,500 registrants across four webinars and generated a sales pipeline greater than $1.5 million. Plus, attendees stayed on the webcasts for an average of 45 minutes, which confirmed their interest and quality of the education.
The inaugural series was such a success that Iron Mountain signed up for a second. And a third. In fact, over the next five years, this annual webinar series became an industry staple, with a dedicated following.
Each series follows a similar formula with four to five webcasts spread across the year. This way, Iron Mountain can dig deep into emerging topics and have some room for flexibility as new trends arise. The company now has a robust archive of thought leadership, and in fact, ARMA has now gone so far as to certify Iron Mountain’s webinars for Information Governance Professional (IGP) Continuing Education Credits.
Building on the success of our program, Iron Mountain and Arketi expanded our promotional campaigns to increase our reach and attendee engagement:
In addition, we built upon our success with ARMA by adding takeover display ads, year-round website advertisements and bi-monthly eBlasts to our campaign.
$M+
SALES PIPELINE
K+
ATTENDEES
ATTENDANCE RATE
JOHN HANSEN
Director of Marketing Demand Generation
Iron Mountain
This program shifted public perception within the industry. Iron Mountain is no longer viewed solely as a “shredding service provider,” but as a trusted partner pushing the industry forward with its innovative information management practices and thought leadership.
During the global pandemic, the rapid shift to remote work brought about significant new challenges for information management professionals, and Iron Mountain’s webcast series offered guidance throughout. This also allowed us to explore new webinar formats, guest hosts, featured speakers and new virtual tools designed to engage participants.
Today, the series regularly secures thousands of registrants, an equal number of content downloads and an attendance rate greater than 50%.
What do those results look like in dollars?
In 2023 alone, the program generated a sales pipeline of more than $605 million, $103 million in bookings and accounted for a significant portion of Iron Mountain’s North American yearly revenue target. We can say with confidence this marketing program pays off, generating revenue and accelerating growth.
WHERE MARKETING GENERATES REVENUE
When you work with Arketi Group, you collaborate with expert marketers, writers, designers and strategists to create transformative marketing programs that deliver real business value.
Let’s get started.