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).
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.
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.
“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.”
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