David Coates - How the Customer Obsessed Drive Innovation, Leadership and Engagement
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David Coates, the customer marketing manager at Iron Mountain, discussed how being customer obsessed drives innovation, leadership, and engagement. Iron Mountain is a 63-year-old information management company that uses customer advisory boards and webinars to gain customer feedback, which it then uses to develop new solutions like analytics dashboards and guides, increase cross-selling opportunities, and present at industry conferences to provide thought leadership.
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David Coates - How the Customer Obsessed Drive Innovation, Leadership and Engagement
- 1. DAVID COATES Customer Marketing Manager Iron Mountain HOW THE CUSTOMER OBSESSED DRIVE INNOVATION, LEADERSHIP AND ENGAGEMENT AMP TALKS: TRACK 1 #ADVOCAMP
- 2. David Coates Customer Marketing Manager
- 3. Who is Iron Mountain? 63 YEARS 58 YEARS
- 7. • Net New Revenue • Cross Sell Lines of Business • Up Sell New Solutions • Information Governance Webinar • Information Economics Webinar • RIM Risk Framework Webinar • ARMA Conference • Financial Services Roundtable • New Analytics Dashboard • Guide to Information Governance • Guide to Benchmarking • Guide to RIM Risk Controls
- 10. DAVID COATES Customer Marketing Manager Iron Mountain HOW THE CUSTOMER OBSESSED DRIVE INNOVATION, LEADERSHIP AND ENGAGEMENT AMP TALKS: TRACK 1 #ADVOCAMP
Editor's Notes
- When Jim originally asked me to participate in Advocamp and I took a look at the roster of speakers I got a little nervous. At first glance we’re not like a lot of the other companies who you’ll see on the stage today. We’re officially old!! We just turned 60 a couple of years ago and if we were a person we’d be thinking about retirement. In fact, if you take the collective age of many of the other companies presenting today the oldest would barely be out of middle school and the youngest would barely be out of diapers!! [show bar chart graphic comparing IRM to others – if you can can you animate the build and include logos too (Slack 1.5 years, Dell Kace 12 years, Influitive 2 years, Recruitloop 3.5 years, MongoDB 7 years, Hootsuite 7 years, Insideview 10 years, Gainsight 2 years, LinkedIn 13 years)] We’re also not a cool technology company with a killer app…we deal in paper and tape We’re also not experiencing double or triple digit growth and are happy if we’re growing at 3-4% a year
- However, what we do have is a great pedigree and a customer base that most companies would kill for…currently we service more than 90% of Fortune 1000 companies and do business with more than 150,000 customers globally. We’re also 4 times larger than our nearest competitor. So while most other companies are scrambling to develop their pipeline for net new demand generation we need to look at things a little differently and figure out how to leverage this potentially massive and largely untapped resource we have at our finger tips… That’s pretty cool right? Where it gets really interesting is when you think about being able to mobilize some of those customers to be advocates in the market place. What I’d like to talk to you today is how by mobilizing a few targeted customers it’s possible to start the process of flipping the funnel and I’d like to spend the next 45 minutes talking to you about that in detail…only joking…I know I have exactly 12 minutes and 22 seconds left!!
- Everyone in this room is familiar with the traditional marketing funnel right, you can most probably draw it with your eyes closed. While there’s no doubt that we’re still following this model for many of our marketing efforts – especially in the worlds of SMB and mid-market – we’re spending more time currently figuring out how we can flip the funnel 180 degrees and really leverage the power of our advocates. We’re doing this across a number of different customer marketing programs and we launched our own Influitive Hub back in September 2014. While we’re seeing some interesting developments there what I really want to talk about is the advocacy our Customer Advisory Board is driving and how it’s touching a lot of different areas of our business
- We’re doing this across a number of different customer marketing programs and we launched our own Influitive Hub back in September 2014. While we’re seeing some interesting developments there what I really want to talk about is the advocacy our Customer Advisory Board is driving and how it’s touching a lot of different areas of our business
- Content By engaging with the right people in the right conversations we’ve been able to crowd source content on some of the largest issues the market is facing now and over the next five years. We’ve been able to turn our members’ experience and passion for the industry into a series of guides that they’ve been able to use within their own organizations and that we’ve been able to share with other customers – both in financial services and beyond Product Development As part of our ongoing work we also got to understand their most pressing pain points and what did they need from Iron Mountain. They talked a lot about being able to show value to the organization. At face value that seemed to be a conversation around the solutions that Iron Mountain offered to the market, however when we drilled down we realized that it was actually about helping them to be able to better track and measure their programs and to be able to frame success for their bosses and for the organization. Based on this input and their help in creating the specifications we’re in beta on a product that could significantly impact the way that we service our customers and generate revenue too. As I mentioned, it’s not just about the 15 members – this product is applicable to many of our customers – definitely the Fortune 1000 – and will be rolled out in a series of phases in the next 12 to 18 months. Thought Leadership We’ve also been able to leverage the good will and engagement into broader industry advocacy through a series of webinars, roundtables and have just submitted a customer panel for the largest industry conference in October 2015. This is really where the real power of flipping the funnel comes in as we’re able to leverage the group of highly influential advocates to reach 100s of enterprise customers with content and products in venues that make sense to them Demand Generation Of course, we couldn’t completely flip the funnel without talking about demand and the possibility to cross sell and up sell. Through this example of advocacy we’ve been able to identify two specific and very large net new opportunities – which given the level of penetration in Fortune 1000 is like discovering the existence of unicorns. Plus we have at least 7 or 8 specific cross sell/up sell opportunities from the advisory board member for products and services we already offer or are planning to in the coming months.
- So there you have it, as you can see by flipping the funnel and focusing on creating advocacy among a very targeted number of very customers we’ve been able to build a sphere of influence that impacts so many different elements of the business – sales, product development, marketing, thought leadership. As I said, at the beginning of this talk, we may not be the youngest company, but even at our advanced age we can learn some new tricks and do some pretty cool stuff.