How can you achieve a higher return on investment with an integrated buyer centric marketing approach? Will this approach result in a new friendship between sales and marketing?

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of Iron Mountain Incorporated. All other trademarks and registered trademarks are the property of their respective owners.
Integrated Sales and
Marketing – is it worth it?
Paul Doody – VP Sales and Marketing, Europe
B2B Marketing Forum – March 13th Utrecht

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Beer & Bitterballen!

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Iron Mountain
Information Management Solution Partner
Records and Information
Management Solutions
Data Backup
and Recovery
Document Management
Solutions
Secure Shredding
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Reduce risk and cost with comprehensive information services,
uniquely bridging the gap of managing physical and electronic
information
60+ years
domain expertise
156,000+
corporate clients
$3.0 billion
2012 Revenue

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Comprehensive Information Management Solutions
Managing Information from Creation Through Destruction
Records and Information
Management Solutions
Data Backup
and Recovery
Document Management
Solutions
Secure Shredding
- Records Management
- Vital Records Protection
- Specialized Vertical
Solutions
- Consulting
- Server and Application
Data Protection
- Technology Escrow
- Disaster Recovery
- Offsite Tape Vaulting
- Onsite and Offsite Secure
Shredding
- Compliant Information
- Secure Media Destruction
- Document Imaging
- Hosted Imaging Archive
- Specialized services for:
- Human Resources
- MRO
- Applications
- Mortgage
- Insurance

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Our Track Record: Trusted and Tested
17,500
employees
1026
facilities world wide
3,600+/-
vehicles
6underground
facilities
5data
centers
64M ft²
real estate
475 M ft³
hardcopy records
86Mpieces of
media stored/year
7 M
trees saved/year
60+Mimages
scanned/month
Resources Information Managed
5

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Global Network, Local Services
Driving Consistency of Information Management
Operations in 36 countries, sales and customers
in 36+ countries
36countries 5continents

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Situation in 2011
• Participation in developed markets in Europe
– Paper growth is low single digits – though still large un-vended
– Tape growth complicated balance between actual data and tape capacity
• Low sales rates
• Marketing for marketing
• Sales vs. Marketing perceptions = reality
• No or very little brand awareness
• No or very little data used
• Fragmented understanding of ROI of sales or marketing

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1. Leverage our size
2. Link marketing to sales
objectives

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Leverage our size
Build a market model to build insights
• Optimize sales resource
• Optimize targeted marketing spend

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We leveraged our data
Invoice data D&B Data SFDC data
Invoice Values
2007-2013
• Time as customer
• Invoice value
changes
(calculated)
D&B Company Data
• Site Count
• Employee count
• SIC Code
• Company
Revenue
• City Country
indicator (created)
Win-Loss history
• Leads details
• Opportunity details
Data
extracted
Data
Sources
Data
extracted
14 mln records 18 mln records
25 thd opportunities
100 thd leads
Sales Financials
• Sales FTE
costs
• Sales overhead
costs
• Sales Targets
All
sales people
Management
Reporting
Sales interviews
• Time to close
• Territory
details
25+
interviews
Interview

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Estimated the value IM can generate
Value of
company
$$$
Probability of
sale
X =
Expected
Value to IME
For each product and
company we estimated
the:
• Up sell/Cross-sell
value of a customer
• Prospective
customer value
For each product we
estimated a likelihood of
winning whether it be:
• Up selling/Cross-selling
to an existing customer
• Selling to a new
customer
Multiplied results
through to get to
a value to us
We built a market model that showed the value of each company to us

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Leverage our size – sales optimization / territory
design

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Leverage our size – market attractiveness

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Leverage our size
–Investment in platforms - Eloqua / SFDC
–Increase in Marketing spend but held to a ROI
by the CFO

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Link marketing to sales objectives
–Sirius Decisions enrolled in establishing our
waterfall
– MQLs, Opportunities created, % of pipeline, booking
numbers and value of wins
– Established thresholds for success

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Sales and Marketing metrics
• From market model we defined sales objectives
• From SFDC we got win/conversion rates and expected
deal size
• From Sirius best practice 25% of opportunities created
marketing sourced
• Expected conversion rates from MQLs and cost per lead
drove the marketing budget
• ROI targets on marketing spend sharpened the product
mix targeted
Leading to agreed expectations between sales and
marketing

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Link marketing to sales objectives
–Field marketing role big change!
–Planning process
• Campaign planning
• Monthly and Quarterly meeting with sales
–Integrated marketing campaigns for maximum
results

18. The Paper Light Campaign
- Why?
- What?
- How?
- There’s no such thing as a free lunch… ;-)
Iron Mountain suggests that rather than attempting to become paperless, a more
valuable and realistic goal should be to become “paper light”.
The Paper Light Whitepaper considers the challenges businesses face and
provides practical guidance on why and how to make the journey to a paper light
future, with a focus on security, access and harnessing the full value of the
information.
Iron Mountain has defined four different stages in that journey, that are each
described in more detail in a practical, Stage Specific Guide:
Stage 1: Secure off-site document storage for archived information
Stage 2: Efficient document access for active files
Stage 3: Manage inbound information for efficient business processes
Stage 4: Getting full value from the information you hold
Prospects can do the Paper Light Quiz to find out in what stage they are

19. Content Assets on IM Websites
- Core White Paper (gated with email address)
- Overarching campaign Video (free)
- 4 Stage Guides (fully gated)
- One - See the light
- Two - Lighten the load
- Three - Get light on your feet
- Four - Be light years ahead
- 4 Stage videos (free, mirroring and supporting stage guides)
- Engagement Quiz (gated with email address)

20. User Journey to White Paper
User clicks on a link
or banner on the
website to download
the white paper
User lands on a form and
only has to fill in email
address and press “Send
me the link”
Thank you page appears:
“A link to download the
white paper has been sent
to you”
A link to download the
white paper is sent to that
email address
• The white paper is only partly gated: users will only have to fill in their email
address
• We will send a link to download the white paper to that email address

21. Entry to White Paper and Video Via
Homepage

22. Core Whitepaper Download Experience

23. Paper Light Engagement Quiz

24. User Journey to Stage Guides and Videos
User clicks on a link
or banner on the
website to download
the stage guide
User lands on a form and
after filling in all the fields
presses “Send me the
link”
Thank you page appears:
“A link to download the
stage guide has been sent
to you”
A link to download the
stage guide is sent to that
email address
• The stage guides will be fully gated
• When an existing prospect downloads a stage guide, after finalising the (pre-
filled) form they will go straight to the guide
• When a new prospect (suspect) downloads a stage guide, they will receive a
link to download the guide to the email address they have given us

25. Stage Guides

26. Stage Videos

27. Driving Traffic to Content Assets
- Pages optimised for SEO
- Display campaign running
- Email / Automation campaign running from
- Social drive-to (Facebook, LinkedIn, Twitter)
- Blog posts

28. Display Creative

29. Paper Light Automated Emails

30. Social Media Content

31. Blog Posts

32. Twitter Feed #paperlight

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Beer and Bitterballen in action
Growing faster than the market in
paper and tape
Sales rates x2!
Marketing achieving 25% of pipeline
and bookings
Marketing bookings x2.5 since 2011
Sales trusts marketing to deliver
significant part of their pipeline

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Beer and Bitterballen in action
Marketing trusts sales will convert on
their leads
Brand – we are now a UK Superbrand
CFO very happy and confident in
marketing investments

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Beer & Bitterballen!