Layer is a customer conversation platform designed to help companies in industries like retail, financial services, hospitality and more take advantage of messaging to increase sales and customer satisfaction.
Customers across all industries have moved to smartphones and mobile apps as their all-encompassing experience. However, Layer sees that the way brands communicate with their customers has been stuck in the past with frustrating emails and phone calls. Layer steps in to help their clients go beyond third-party apps like Facebook Messenger to deliver branded customer conversation experiences.
As a fast-growing technology company, Layer faced challenges behind the scenes. Most notably, key stakeholders were working with a disparate set of tools making it difficult to unify the sales and marketing teams. Layer overcame that challenge by turning to Mautic as the centerpiece for these processes and a bridge for bringing data together across the organization to improve the overall experience for their customers.
VP of Marketing
“We’re an agile organization, moving quickly across all facets of our business. It was imperative for us to get a handle on where data is coming in and understand what’s happening across the entire customer lifecycle. Mautic marketing automation has become a significant link in the chain for us.”
Lead Quality Over Quantity Drives Change
There was a time when Layer connected Salesforce directly to its website to help collect and organize leads. The problem with that approach was that every time someone filled out a form or downloaded a new white paper, Salesforce listed that person as a new lead (oftentimes creating a duplicate record). As the team grew and the go-to-market strategy evolved, this problem only got worse.
New leads were getting lost in the clutter, and leads that were re-engaging with Layer’s content were not being seen. It was very difficult to gain a clear understanding of their audience and the buyer’s journey; and near impossible to understand which marketing investments were yielding the results they were looking for. Layer recognized it was time to look for a marketing automation solution.
VP of Marketing
“In the past, we had been focused on quantity of leads. We recently made the business decision to place more value on quality of lead,” Ivy added. “The only way we would be successful with this approach would be to add marketing automation to both help handle lead processing and collect data on which activities are driving conversion of high-quality leads.”
Layer Boosts Revenue with the Help of Mautic
The team at Layer had prior experience with marketing automation solutions, so when they set out to select the right solution for their organization they had a strong understanding of what they were looking for. A solution that’s easy-to-use was at the top of the list for them. They wanted to be able to move quickly with a tool that fits seamlessly into the day-to-day, and also allows for easy onboarding of new employees.
“Enterprise solutions are supposed to make things easier. I didn’t want a solution that required a PhD to use. It was very important for me to find a solution that doesn’t have a steep learning curve, but still has a lot of power and flexibility.”
The right marketing automation solution for Layer also needed to check all the boxes of lead management, forms and landing pages, lead nurturing capability, lead scoring, bi-directional integration with Salesforce CRM, and integration with WordPress. Layer was also looking for a business partner, not just a vendor. The onboarding, training, and support services were a very important factor in their decision. Mautic checks all those boxes and more.
Ivy also said, “We evaluated several marketing automation tools that were overly complex. When you’re running a lean marketing team, you need a platform that can deliver enterprise capabilities in a user-friendly package. That’s what we have now in Mautic.”
Within two weeks of selecting Mautic, the solution was fully deployed and Layer had their first campaigns running. It was the beginning of improving internal processes and using Mautic to improve lead management, get to the real source of truth, and keep track of secondary actions of leads.
“The real differentiator with Mautic is the onboarding process and professional support services. We were taken care of, start to finish. Having that kind of hand-holding guaranteed our success, rather than leaving us to make our own mistakes."
Over time, with Mautic in place as the centerpiece for data, Layer’s pipeline of leads has actually decreased—but the value of those leads has significantly increased. Prior to having Mautic in place to automate marketing processes, Layer was spending too much time trying to find the handful of valuable prospects in a large sea of leads.
Now that Mautic is standardizing data across Layer's sales and marketing teams, the sales team has a more effective way to reach out to leads and convert them into pipeline. The result is a pipeline 10x more valuable than before and a sales process capable of boosting Layer’s revenue.
Ivy summarized it well when she said,
“Oftentimes, there’s a tendency to come up with a laundry list of features that may or may not be used. We chose Mautic because it’s the best fit for what we’re trying to do; and the onboarding help and rapid support services were icing on the cake. We found the platform that aligns with our needs today and will scale with us tomorrow.”