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© 2010 Iron Mountain Incorporated. All rights reserved. Iron Mountain and the design of the mountain are ...
2
Beer & Bitterballen!
3
Iron Mountain
Information Management Solution Partner
Records and Information
Management Solutions
Data Backup
and Recov...
4
Comprehensive Information Management Solutions
Managing Information from Creation Through Destruction
Records and Inform...
5
Our Track Record: Trusted and Tested
17,500
employees
1026
facilities world wide
3,600+/-
vehicles
6underground
faciliti...
6
Global Network, Local Services
Driving Consistency of Information Management
Operations in 36 countries, sales and custo...
7
Situation in 2011
• Participation in developed markets in Europe
– Paper growth is low single digits – though still larg...
8
1. Leverage our size
2. Link marketing to sales
objectives
9
Leverage our size
Build a market model to build insights
• Optimize sales resource
• Optimize targeted marketing spend
10
We leveraged our data
Invoice data D&B Data SFDC data
Invoice Values
2007-2013
• Time as customer
• Invoice value
chang...
11
Estimated the value IM can generate
Value of
company
$$$
Probability of
sale
X =
Expected
Value to IME
For each product...
12
Leverage our size – sales optimization / territory
design
13
Leverage our size – market attractiveness
14
Leverage our size
–Investment in platforms - Eloqua / SFDC
–Increase in Marketing spend but held to a ROI
by the CFO
15
Link marketing to sales objectives
–Sirius Decisions enrolled in establishing our
waterfall
– MQLs, Opportunities creat...
16
Sales and Marketing metrics
• From market model we defined sales objectives
• From SFDC we got win/conversion rates and...
17
Link marketing to sales objectives
–Field marketing role big change!
–Planning process
• Campaign planning
• Monthly an...
The Paper Light Campaign
- Why?
- What?
- How?
- There’s no such thing as a free lunch… ;-)
Iron Mountain suggests that ra...
Content Assets on IM Websites
- Core White Paper (gated with email address)
- Overarching campaign Video (free)
- 4 Stage ...
User Journey to White Paper
User clicks on a link
or banner on the
website to download
the white paper
User lands on a for...
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 la...
Stage Guides
Stage Videos
Driving Traffic to Content Assets
- Pages optimised for SEO
- Display campaign running
- Email / Automation campaign runni...
Display Creative
Paper Light Automated Emails
Social Media Content
Blog Posts
Twitter Feed #paperlight
33
Beer and Bitterballen in action
Growing faster than the market in
paper and tape
Sales rates x2!
Marketing achieving 25...
34
Beer and Bitterballen in action
Marketing trusts sales will convert on
their leads
Brand – we are now a UK Superbrand
C...
35
Beer & Bitterballen!
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Integrated sales and marketing – is it worth it (Paul Doody)

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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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Transcript of "Integrated sales and marketing – is it worth it (Paul Doody)"

  1. 1. Place image here © 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
  2. 2. 2 Beer & Bitterballen!
  3. 3. 3 Iron Mountain Information Management Solution Partner Records and Information Management Solutions Data Backup and Recovery Document Management Solutions Secure Shredding 3 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
  4. 4. 4 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
  5. 5. 5 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
  6. 6. 6 Global Network, Local Services Driving Consistency of Information Management Operations in 36 countries, sales and customers in 36+ countries 36countries 5continents
  7. 7. 7 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
  8. 8. 8 1. Leverage our size 2. Link marketing to sales objectives
  9. 9. 9 Leverage our size Build a market model to build insights • Optimize sales resource • Optimize targeted marketing spend
  10. 10. 10 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
  11. 11. 11 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
  12. 12. 12 Leverage our size – sales optimization / territory design
  13. 13. 13 Leverage our size – market attractiveness
  14. 14. 14 Leverage our size –Investment in platforms - Eloqua / SFDC –Increase in Marketing spend but held to a ROI by the CFO
  15. 15. 15 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
  16. 16. 16 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
  17. 17. 17 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. 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. 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. 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. 21. Entry to White Paper and Video Via Homepage
  22. 22. Core Whitepaper Download Experience
  23. 23. Paper Light Engagement Quiz
  24. 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. 25. Stage Guides
  26. 26. Stage Videos
  27. 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. 28. Display Creative
  29. 29. Paper Light Automated Emails
  30. 30. Social Media Content
  31. 31. Blog Posts
  32. 32. Twitter Feed #paperlight
  33. 33. 33 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
  34. 34. 34 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
  35. 35. 35 Beer & Bitterballen!
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