Establishing Market Legitimacy for a New AI Offering
Repositioning an Established Brand Around New AI Innovations
Iron Mountain has lengthy been one among America’s most acknowledged data administration corporations, trusted by massive enterprises to retailer and shield every thing from bodily contracts and microfiche to delicate paperwork. When Iron Mountain approached Emerj, the corporate was within the midst of a vital strategic transformation: scanning and digitizing the bodily media it had saved for purchasers, combining it with digital belongings in a unified, AI-powered search and discovery platform.
What Iron Mountain’s workforce stated concerning the partnership:
BUSINESS CHALLENGE
Iron Mountain’s core model fairness was constructed on bodily storage — not AI innovation. Despite growing a genuinely differentiated AI-powered search and discovery functionality, the corporate was not acknowledged as a know-how innovator by the enterprise patrons it wanted to affect in banking and insurance coverage.
Entering these sectors with a new AI narrative required greater than an up to date advertising message. Iron Mountain wanted to exhibit that its banking and insurance coverage leaders had been credible voices on the way forward for knowledge, AI, and compliance — and to take action in entrance of enormous nationwide govt audiences who hadn’t beforehand seen Iron Mountain by means of that lens.
STRATEGIC OBJECTIVE
- Create authoritative, market-research-backed gross sales enablement belongings to drive certified leads for Iron Mountain’s banking and insurance coverage AI merchandise
- Build a sturdy library of content material that Iron Mountain might deploy throughout its personal internet properties to generate leads past the preliminary marketing campaign
- Elevate Iron Mountain’s prime banking and insurance coverage thought leaders onto a nationwide govt AI platform, giving credibility to the corporate’s new model path
- Reach AI and operations decision-makers inside main US banks, medical health insurance suppliers, and monetary providers corporations
APPROACH
Emerj performed in-depth interviews with Iron Mountain’s most senior leaders in banking and insurance coverage, working to determine probably the most compelling use circumstances, workflow enhancements, and consumer outcomes that outlined the corporate’s AI product suite.
- Produced a collection of keynote podcast episodes as a part of Emerj’s AI and Financial Services podcast, that includes Iron Mountain’s leaders alongside senior AI practitioners from main establishments in banking, insurance coverage, and monetary providers
- Converted every episode into detailed, insight-rich articles to increase the attain of Iron Mountain’s new model narrative throughout govt audiences
- Developed a collection of deep-dive PDF stories — synthesizing a very powerful insights throughout banking and insurance coverage — designed for use as gated lead era belongings on each Iron Mountain’s personal internet properties and thru Emerj’s demand era campaigns
RESULTS
- Iron Mountain generated over 30,000 podcast downloads over a 120-day interval, reaching AI and operations leaders throughout North America’s largest monetary establishments
- The marketing campaign produced a whole bunch of certified leads — together with senior AI and operations decision-makers at main banks, automotive monetary providers suppliers, and medical health insurance corporations
- Iron Mountain was capable of deploy its PDF report belongings throughout its personal web site to generate inbound leads for over two years following the preliminary marketing campaign — extending the return on the unique content material funding considerably
- At the time of this writing, Iron Mountain has produced over half a dozen PDF assets with Emerj and featured in over half a dozen podcast episodes as its product suite has expanded — making Emerj a sustained associate throughout a number of product traces and campaigns
SAMPLE CONTENT & ASSETS
Explore thought management content material Emerj created with Iron Mountain:
