Does your leadership team know that their clear business objectives serve as critical input to your marketing programmes? Does your sales team understand that when they speak to the buyer, the buyer’s journey started much earlier and the role of marketing in this journey is crucial? Learn: -The role of marketing in shaping the buyer journey, delivering value for the customer and revenue for the business, from awareness all the way to purchase, and beyond. -How their marketing tech stack powers the end-to-end buyer journey experience. -How all of the elements of their commercial ecosystem work together.

1. an initiative of:
How to create the best
marketing ecosystem?
CASE STUDY

2. Cathelijne Quarré-Bijleveld
Marketing Director - Snow Software
Previous: Head of Field Marketing -
Iron Mountain
This case study will take you on a journey and cover:
• The role of marketing in shaping the buyer journey and creating
demand.
• How the marketing tech stack powers the end-to-end buyer journey
experience.
• How all of the elements of Iron Mountain’s commercial ecosystem
work together.
How to create the best
marketing ecosystem?

3. Do your stakeholders know what you do? Do they
know about:
• Your web content optimization efforts?
• You’re A/B testing to improve your nurture email flows?
• Your efforts to keep the database clean and complete?
• And other activities that are less visible.
Do your stakeholders understand how the different components
of marketing are connected.? And how all the activities
influence the buyer journey experience?
Too many people see only the tip of the
marketing iceberg and wrongly identify it
with the whole of marketing.

4. Demand creation
Awareness Consideration Decision Loyalty
Owner:
PR & Brand
Owner:
Demand & Field Marketing
Owner:
Customer Marketing
Integrated Content Plan:
Content marketing, Thought Leadership
Online Strategy:
Digital (Web) Marketing
Business strategy
Product Management
Product Marketing
Design, Development & Execution:
Marketing Operations

5. Buyer Journey - case study
Our story features two personas:
Anna Alex

6. This is Anna.
PERSONA: Records and Information
“I need a supplier that not only provides
products to help me manage information
securely through its life cycle and within budget,
but also educate my co-workers.”
MY NEEDS AND CHALLENGES
• Customer satisfaction internal
• Accessibility – quick and easy access, yet limited to approved users
• Security – the right level to protect paper and electronic records
• Compliance – making sure processes are followed
• Consistently apply classification codes and other metadata
• Timely and securely destroy records and it assets no longer needed
Marketing Functions
Product Marketing
Supporting
Resources

7. Anna reads an advertorial in an external e-newsletter
she subscribed to
Technology
Marketing Functions
Content
Field / Demand
Supporting
Resources
and downloads an Iron Mountain whitepaper from the online community
(content syndication)
Awareness Consideration Decision Loyalty

8. Her contact information gets validated...
Befor being pushed into the Marketing database
Technology
Marketing Functions
Operations
Supporting
Resources
Awareness Consideration Decision Loyalty

9. Anna starts building a lead score...
So only buyers that are ready go to sales...
Technology
Marketing Functions
Operations
Supporting
Resources
Lead scoring is an ongoing, automated process.
A lead score has 2 parts, made up of weighted attributes:
1. Explicit Score (A-D)
Attributes, such as job title, which indicate likelihood or ability to
purchase from Iron Mountain
2. Implicit Score (1-4)
Interactions, such as website visits and content downloads,
indicating level of interest
Lead score is passed from Eloqua to SFDC to enable Lead owners to see
the level of lead engagement and to draw attention to hot leads
Awareness Consideration Decision Loyalty

10. And she is put into a drip email nurture program.... Technology
Marketing Functions
Operations
Demand/Field
Content
Supporting
Resources
Awareness Consideration Decision Loyalty

11. Some time goes by......

12. Anna goes to ironmountain.com...... Technology
Marketing Functions
Digital
Content
Supporting
Resources
DOWNLOAD
26% of form visitors
submit the form. (used
to be 7%)
Awareness Consideration Decision Loyalty

13. Anna is now a Scored AQL
(‘Prioritised Demand’)
Technology
Marketing Functions
Operations
Teleprospectors
Supporting
Resources
She will get a phone call from a
teleprospector, who will qualify
if the lead is Sales-ready
Awareness Consideration Decision Loyalty

14. Anna isn’t quite ready yet…
The teleprospector creates a task to call her back in 6 months and changes her Lead Status to “Nurture”
so Anna will continue to receive nurture emails.

15. This is Alex.
Marketing Functions
Product Marketing
Supporting
Resources
PERSONA: Legal & Compliance
“I need a records retention schedule with real
time updates, along with other e-discovery
solutions to help strengthen Our compliance
posture, minimize risk, reduce costs and make
me rely less on outside counsel for ideas.”
MY NEEDS AND CHALLENGES
• Budgets – lean and fast paced.
• Compliance – to keep on top of the constant changes to our regulatory landscape
• Building relationships
• Risk – how to minimize it and how to convince senior leaders of my value to the
organization

16. Marketing Functions
PR / Thought
Leadership
Supporting
Resources
Alex reads his daily news
and sees a small article on the risks of being non-compliant.
Awareness Consideration Decision Loyalty

17. Some time goes by…

18. Marketing Functions
Thought Leadership
Field marketing
Supporting
Resources
Alex attends a conference…
where Iron Mountain is speaking on Information Governance in a changing
regulatory landscape …
Awareness Consideration Decision Loyalty

19. Alex talks to Anna…
Awareness Consideration Decision Loyalty

20. Technology
Marketing Functions
Digital
Supporting
Resources
Anna starts doing research…
80% of % of search engine
clicks are organic.
Awareness Consideration Decision Loyalty

21. Technology
Marketing Functions
Digital
Supporting
Resources
She decides to call Iron Mountain
80% of % of search engine
clicks are organic.
Awareness Consideration Decision Loyalty

22. Marketing Functions
Product Marketing
(Sales enablement)
Supporting
Resources
Anna & Alex meet with an Iron Mountain sales rep
Awareness Consideration Decision Loyalty

23. Some time goes by....

24. They choose Iron Mountain.
And we will continue to earn their
business by delivering an exceptional
customer experience!
Awareness Consideration Decision Loyalty

25. Suspect (unknown)
Inquiry / AQL
Sales Accepted Lead
(SAL)
Sales Qualified Opportunity
(SQO)
Closed
Handover
to sales
Lead
Conversion
LeadGen
FunnelAcceleration
PipelineAcceleration
MQL
What Anna & Alex’s Journey
looks like from a funnel view
Downloaded AIIM withepaper from
online community
Objective: Lead Gen
Campaign Type: Content Syndication
Measure: # of New Leads
Reads article on PWC index in newspaper
Objective: Awareness
Campaign Type: PR
Measure: Opportunities to see
Attends local conference, hears IRM speak
Objective: Lead Gen
Campaign Type: Conference
Measure: # New Leads
Talks to Anna about PWC Index
Researches PWC report
Objective: Awareness
Campaign Type: SEO
Measure: # of Visitors
Calls IRM
Objective: Lead Gen
Campaign Type: Contact Us
Measure: # of MQLs
Content, Web, Demand, Ops
Downloads practical guide from IM.com
Objective: Lead management
Campaign Type: Knowledge Center Content
Measure: # of Downloads
Put into Nurture program for RM
Objective: Nurture
Campaign Type: Email
Measure: Email Open & CT Rate, Funnel Stage conversion
Get’s call from MDA/sales rep
Content, Web, Demand
Demand
Demand, Ops, Content
PR, Demand, Content, Product Mktg
Demand, Thought-Leadership
Web
Web, Demand
Product
Talks to Anna about PWC IndexMeet with sales rep

26. • The key characteristic of an ecosystem is interdependence where each
component is dependent on each other component. In a mature marketing
organization, you will find multiple specialists working together. Understanding
how different components influence each other is essential to create added
value (e.g. by including strategic hyperlinks in a press release, you can
influence your SEO efforts)
• Marketing isn’t ‘fluffy’, it contributes to the business results. Marketing may need
to prepare an educational programme to inform the broader organization what
marketing is, why it does what it does, and how this contributes to the business
and to lives of individuals.
Takeaways

27. QUESTIONS?

28. an initiative of: