Iron Mountain Reduces CPL With Automated Data Validation

Challenge:

Iron Mountain works with data vendors to gain insight on prospective leads and fill in any gaps for existing leads in the company’s database. The company was looking for a way to enforce the criteria it required of its data vendors, while also guaranteeing data quality and accuracy.

The company’s marketing team established standardized data criteria, and team members were coached to obtain that info from vendors.

“Prior to implementing this process, we were missing a lot of our [demographic] data,” said Leslie Alore, Head of Global Marketing Operations and Automation at Iron Mountain, during an interview with Demand Gen Report. “Any type of data other than that is just nice to have.”

At first, the process was handled manually; marketers went line by line to find any inaccuracies in the data. According to Alore, calling the process time consuming “would be an understatement.”

Solution:

The company implemented Integrate, an outbound demand generation software designed to help users manage demand gen initiatives that are headed by outside sources. Iron Mountain turned Integrate into its central platform for automated data validation.

Data marketing training was now handled by Integrate. Alore’s short-term goals were to save her and her team time. According to Alore, the company “achieved that goal in the first two months.”

In the long term, the company also wanted to start increasing revenue, as well. Since Integrate aims to help users find providers with high-quality data, the cost per lead was anticipated to go down

Results:

Essentially, Alore stated that Integrate was able to help the company “put accountability back on the vendors and remove the manual processes.” Integrate enabled the company to automate its data validation efforts, allowing the marketing team to focus its time and effort on leveraging the data gathered to segment and nurture its list of prospects.

Since going live with Integrate, Iron Mountain has seen $7.5 million in influenced pipeline. The company also attributes a closed deal worth $2,000 to the solution. The company added that it’s average inquiry-to-MQL rate is roughly 33%.

“The only way to nurture leads is to learn more about them,” Alore noted. She added that customer data allows marketers “to segment their audience and enhance messaging to target them at the right level.”

The company states that the use of Integrate, as well as a combination of other efforts made throughout 2015 to improve demand generation, helped increase its active audience to approximately 121,000.

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