AWARDS 2012 CASE STUDY: Category 14: 'Where's your tipping point?' for Iron Mountain by IAS B2B Marketing
With growth levelling off as its traditional corporate market reached saturation, information management leader Iron Mountain targeted European SME’s. The challenge was very low awareness of Iron Mountain, and of the information management concept.
IAS implemented an Eloqua based multi-channel campaign targeting decision makers in seven different job function segments in mid-sized businesses across all sectors.
Extensive research and planning involved mapping the needs of the different segments across their buyer journey through awareness, interest, consideration and decision. Message and content development was based on these needs to ensure the campaign could nurture prospects from zero awareness to becoming customers.
An original and engaging creative featuring personified information characters asking “Where’s your tipping point?” captured the imagination of the market via email, banner, DM and PPC activity. This was carefully coordinated to maximise reach and value for money.
The campaign website was designed to support users with a multitude of different needs, making sure the right content was easily available at the right time. Prospects were helped along their buyer journey with automated nurture emails.
The campaign was a resounding success generating over 3000 leads.