SaaS Marketing Case Studies: About Automation Anywhere
Automation Anywhere is the leader in Robotic Process Automation (RPA), the platform on which more organizations build world-class intelligent Digital Workforces than any other. The Automation Anywhere enterprise-grade platform uses software bots that work side by side with people to do much of the repetitive work in many industries. It combines sophisticated RPA with cognitive and embedded analytic technologies. More than 2,800 customer entities and 1,600 enterprise brands use this AI-enabled solution to manage and scale business processes faster, with near-zero error rates, while dramatically reducing operational costs. Automation Anywhere provides automation technology to leading financial services, insurance, healthcare, technology, manufacturing, telecom, and logistics companies globally. Learn more about Automation Anywhere.
What was Automation Anywhere looking to achieve?
Automation Anywhere was paying over $1900 per lead when they started working with us. They needed to increase the number of leads they were receiving while maintaining their current marketing budget. Automation Anywhere operates globally, so many of the campaigns where replicated and deployed in different markets. There was zero customization and all campaigns were in English only.
How We Exceeded Automation Anywhere’s Expectations (Over Time)
With the desire to make improvements quickly, our team started with a strategy audit. There were conflicting goals within their marketing department: increase lead volume, increase impression share, increase and increase brand awareness. AA was trying to solve for all of these goals with a single set of campaigns. Once realizing this, the decision to separate the campaigns into groups to tackle these three conflicting goals was made.
Next a content audit was performed so that we could take advantage of existing content. Finding out what was already made and deciding on the best way to utilize those marketing assets was a key step in the process.
Setting up new landing pages and repurposing existing landing pages was next so that we could better align the content with the keywords and keyword phrases Automation Anywhere wanted to target. Having relevant content is a requirement in order to run a successful lead generation campaign.
After a month of launching and optimizing the existing campaigns, and mixing in some of the new landing pages, we were able to drop the CPL to $983.
Original CPL: $1936
Initial Launch and Optimization CPL: $983
The next few months saw a team effort on improving the account structure, how accounts where optimized, the ad copy (adding more client-focused, problem-solution ad copy and removing product feature ad copy), landing page optimization, refining the keyword phrases being targeted, and focusing on driving leads at a lower CPL rather than only focusing on position rank (a conversion at position 3 is better than a conversion at position 1 because it costs less from a CPC standpoint). All of this work yielded a drop in CPL to $439.
Original CPL: $1936
Secondary Optimization CPL: $439
Finally, a thorough analysis of Automation Anywhere competitors delivered the conclusion that our offers of a contact us form wasn’t competitive. The competitor set was offering white papers, 3rd party reports, and free trials. At this point a free trial offer was developed and deployed and the results were astounding. In the final month of the offer the CPL had dropped at $63.
Original CPL: $1936
Competitive Offer and Optimization CPL: $63
The financial impact of our marketing optimization efforts was dramatic. When the effort started Automation Anywhere was generating About 150 leads per month with a 2% lead-to-customer conversion rate. At the end of our efforts the company was generating nearly 8,000 leads per month (after a budget increase) with a lead-to-conversion rate of 2.5%. This increased the number of new customers 100x over the previous marketing efforts.
Marketing Goals Achieved and Exceeded
So while increasing the number of new customers acquired through digital marketing by 100x we also achieved the other marketing goals: growing brand awareness by utilizing different marketing tactics increased the gross number of ad impressions by 300% and targeting key phrases most likely to drive awareness and giving them an independent budget led to an overall increase in impressions share by 25%.