Case Study: Iron Mountain achieves 219% increase in conversions and 120% engagement lift with Demandbase

Iron Mountain Boosts Target Account Engagement and Conversions

Iron Mountain, a global leader in storage and information management, needed a better way to attract, identify and convert high-value B2B accounts. Their digital marketing challenges were reaching target companies with display ads, recognizing and engaging those accounts on-site with relevant content, and improving conversion rates.

Working with Demandbase, Iron Mountain deployed an account-based program: targeted display advertising to bring key accounts to the site, A/B-tested personalized content via Optimizely, shorter Demandbase Forms that feed enriched data into Eloqua and Salesforce, and integrated Demandbase Web Analytics with Google Analytics plus consulting-built dashboards. The results were strong: 120% uplift in engagement in targeted healthcare, 219% increase in conversions, a 78% lift in page views (and 36% lift in company engagement), and web lead volume more than doubled.

Iron Mountain

Tom Berger

Director of Internet Marketing