Reposition established brands around new AI innovations
Iron Mountain has long been one of America’s most recognized information management companies, trusted by large corporations to store and protect everything from physical contracts and microfiche to confidential documents. When Iron Mountain approached Emerj, the company was in the midst of a significant strategic transformation. Physical media stored for customers was scanned, digitized, and combined with electronic assets in a unified, AI-powered search and discovery platform.
The team at Iron Mountain had this to say about the partnership:
business challenges
Iron Mountain’s core brand assets were built on physical storage, not AI innovation. Despite developing truly differentiated AI-powered search and discovery capabilities, the company was not recognized as a technology innovator by enterprise buyers who needed to make an impact in the banking and insurance industry.
Entering these spaces with a new AI story required more than a modern marketing message. Iron Mountain needed to show banking and insurance leaders that it was a trusted voice on the future of data, AI, and compliance, and it needed to do so in front of a large national executive audience that had never seen Iron Mountain through that lens before.
strategic goals
- Create trusted sales enablement assets backed by market research to drive qualified leads for Iron Mountain’s banking and insurance AI products
- Build a durable content library that Iron Mountain can deploy across its web properties to capture leads beyond the initial campaign.
- Elevating Iron Mountain’s top banking and insurance thought leaders to national executive AI platform, lending credibility to the company’s new brand direction
- Reaching AI and operational decision makers within large U.S. banks, health insurance companies, and financial services companies
approach
Emerj conducted in-depth interviews with Iron Mountain’s most senior banking and insurance leaders to identify the most compelling use cases, workflow improvements, and customer outcomes that define the company’s AI product suite.
- As part of Emerj’s AI and Financial Services Podcasts, we have produced a series of keynote podcast episodes featuring leaders from Iron Mountain and senior AI practitioners from leading institutions in banking, insurance, and financial services.
- We transformed each episode into a detailed, insightful article, extending the reach of Iron Mountain’s new brand narrative across our executive audience
- We’ve developed a series of detailed PDF reports that integrate the most important insights across banking and insurance, designed to be used as gated lead generation assets for both Iron Mountain’s own web properties and Emerj’s demand generation campaigns.
result
- Iron Mountain generated over 30,000 podcast downloads in 120 days and reached AI and operations leaders at North America’s largest financial institutions.
- The campaign generated hundreds of qualified leads, including senior AI and operational decision makers from major banks, auto financial service providers, and health insurance companies.
- By deploying PDF reporting assets across their website, Iron Mountain was able to generate inbound leads for over two years after their initial campaign, significantly extending their return on investment on original content.
- As of this writing, Iron Mountain has worked with Emerj to create over 6 PDF resources and have been featured on over 6 podcast episodes as we expand our product suite. This makes Emerj an enduring partner across multiple product lines and campaigns.
Sample content and assets
Explore thought leadership content created by Emerj on Iron Mountain.
