The Brief
Iron Mountain are world leaders in physical storage but the digital side of their business wasn’t so well-known amongst their target audience. Iron Mountain had produced an in depth eBook ‘Dark Data In The Circular Economy’ and wanted to promote it amongst a select group of 14 target accounts in the finance and insurance industries across three different markets.
The Solution
Iron Mountain came to Punch! to help turn its report into content that would spark its audience’s curiosity. Using the reports key insights in combination with Iron Mountain’s commitment to becoming completely carbon neutral, the big idea was born.
Positioning the content around the unique and exotic species of the world felt like a natural transcend into the dark and unstructured data that organisations are yet to process and leverage.
Punch! developed an end-to-end campaign to target 14 high-value accounts as well as expanding the campaign out to a wider pool of 375 relevant prospect accounts. A landing page hosted the gated eBook, alongside an infographic utilising the eBook’s key insights. Paid media and SDR outreach were used to drive contacts to the site.
Results
ROI
Warm Contacts In Pipeline
Engaged Audience
Our new solutions needed to target different personas, including IT Director and CIO. We didn’t have the right contacts, but, with Punch!’s support, this campaign expanded our contacts within 43 businesses. Three of these businesses were included in our target list, and one was our key target account- an international banking operation.
