Establishing Market Legitimacy for a New AI Offering

Repositioning an Established Brand Around New AI Innovations

Iron Mountain has long been one of America’s most recognized information management companies, trusted by large enterprises to store and protect everything from physical contracts and microfiche to sensitive documents. When Iron Mountain approached Emerj, the company was in the midst of a significant strategic transformation: scanning and digitizing the physical media it had stored for clients, combining it with electronic assets in a unified, AI-powered search and discovery platform.

What Iron Mountain’s team said about the partnership:

BUSINESS CHALLENGE

Iron Mountain’s core brand equity was built on physical storage — not AI innovation. Despite developing a genuinely differentiated AI-powered search and discovery capability, the company was not recognized as a technology innovator by the enterprise buyers it needed to influence in banking and insurance.

Entering these sectors with a new AI narrative required more than an updated marketing message. Iron Mountain needed to demonstrate that its banking and insurance leaders were credible voices on the future of data, AI, and compliance — and to do so in front of large national executive audiences who hadn’t previously seen Iron Mountain through that lens.

STRATEGIC OBJECTIVE

Create authoritative, market-research-backed sales enablement assets to drive qualified leads for Iron Mountain’s banking and insurance AI products

Build a durable library of content that Iron Mountain could deploy across its own web properties to generate leads beyond the initial campaign

Elevate Iron Mountain’s top banking and insurance thought leaders onto a national executive AI platform, giving credibility to the company’s new brand direction

Reach AI and operations decision-makers inside major US banks, health insurance providers, and financial services firms

APPROACH

Emerj conducted in-depth interviews with Iron Mountain’s most senior leaders in banking and insurance, working to identify the most compelling use cases, workflow improvements, and client outcomes that defined the company’s AI product suite.

Produced a series of keynote podcast episodes as part of Emerj’s AI and Financial Services podcast, featuring Iron Mountain’s leaders alongside senior AI practitioners from major institutions in banking, insurance, and financial services

Converted each episode into detailed, insight-rich articles to extend the reach of Iron Mountain’s new brand narrative across executive audiences

Developed a series of deep-dive PDF reports — synthesizing the most important insights across banking and insurance — designed for use as gated lead generation assets on both Iron Mountain’s own web properties and through Emerj’s demand generation campaigns

RESULTS

Iron Mountain generated over 30,000 podcast downloads over a 120-day period, reaching AI and operations leaders across North America’s largest financial institutions

The campaign produced hundreds of qualified leads — including senior AI and operations decision-makers at major banks, automotive financial services providers, and health insurance companies

Iron Mountain was able to deploy its PDF report assets across its own website to generate inbound leads for over two years following the initial campaign — extending the return on the original content investment significantly

At the time of this writing, Iron Mountain has produced over half a dozen PDF resources with Emerj and featured in over half a dozen podcast episodes as its product suite has expanded — making Emerj a sustained partner across multiple product lines and campaigns

SAMPLE CONTENT & ASSETS

Explore thought leadership content Emerj created with Iron Mountain:

Search Iron Mountain content on Emerj.com →