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© 2010 Iron Mountain Incorporated. All rights reserved. Iron Mountain and the design of the mountain are registered trademarks

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 MountainInformation 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+ yearsdomain expertise

156,000+corporate clients

$3.0 billion2012 Revenue

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Comprehensive Information Management SolutionsManaging 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

17,500employees

1026facilities world wide

3,600+/-vehicles

6 underground

facilities

5 data

centers

64M ft² real estate

475 M ft³ hardcopy records

86M pieces of

media stored/year

7 Mtrees saved/year

60+M images

scanned/month

Resources Information Managed

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Global Network, Local ServicesDriving Consistency of Information Management

Operations in 36 countries, sales and customers in 36+ countries

36 countries 5 continents

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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

extracted14 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

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

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)

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

Entry to White Paper and Video Via

Homepage

Core Whitepaper Download Experience

Paper Light Engagement Quiz

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

Stage Guides

Stage Videos

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

Display Creative

Paper Light Automated Emails

Social Media Content

Blog Posts

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!