How Automation Anywhere Increased Their Average Deal Size by 36% With Facebook Ads

The Company

Founded in 2003 and headquartered in San Jose, CA, Automation Anywhere is a global leader in Intelligent Automation. The company offers the world’s only cloud-native platform combining Robotic Process Automation (RPA), Artificial Intelligence (AI), machine learning, and analytics to automate repetitive tasks and build enterprise agility – freeing up humans to pivot to the next big idea and build deeper customer relationships that drive business growth.

The Challenge

Historically, Automation Anywhere was reliant on events, paid search, and content syndication to meet their pipeline and revenue goals. Their results unfortunately started to plateau, just at the time they were looking to scale.

In a competitive space like robotic process automation, they needed to find and invest in new paid channels to generate more (and predictable) pipeline. So Automation Anywhere brought in the perfect guy for the job, Julian Foster, to double down on paid social.

LinkedIn is the obvious first choice for B2B companies getting started on paid social. It can be very competitive and expensive to get in front of your audience, especially for tech companies like Automation Anywhere.

Julian knew finding success on Facebook wouldn’t be easy. But he knew from experience it was possible to generate pipeline efficiently on Facebook.

The problem was all the manual workarounds required to build audiences capable of generating pipeline in large enterprises. If he was going to do this at scale, he needed a tool to help him build better audiences, launch new campaigns faster, and scale the highest performing campaigns. All with limited time and budget.

The Solution

Automation Anywhere chose Metadata to help turn Facebook into a legit B2B advertising channel for them.

With Metadata, Automation Anywhere was no longer limited by Facebook’s native targeting. They built dynamic audiences using Salesforce data and intent data from Bombora, G2, and 6sense. They added firmographic targeting onto both audiences so they could target the right people at accounts showing intent.

Julian built the campaigns directly in Metadata, selecting the audiences, ads, and content he wanted to test out. Metadata automatically built unique campaign experiments, testing every possible combination, and pushed the campaigns directly to Facebook – without Julian ever having to log into Facebook.

Once the campaigns were live, the Metadata platform did the rest of the work – saving Julian serious time and a few headaches.

Metadata analyzed each campaign against Automation Anywhere’s goals and budget, paused low performing campaigns, and automatically reallocated their remaining budget to the highest performing campaigns in real-time.

In the past year, Automation Anywhere has lowered their cost-per-lead by 21% while increasing lead quality at the same time. They significantly improved down funnel metrics, too. They lowered their cost-per-opportunity by 68% and increased their average deal size by 36%.

The Results

  • 717 Experiments launched
  • 38 Opportunities generated
  • 92% Lead-to-MQL rate
  • 68% Lower cost-per-opportunity
  • 36% Increase in average deal size

 

Julian Foster

Head of Global Paid Social

"When people think of B2B paid social, LinkedIn is the first platform that comes to mind. But what if you could create LinkedIn-level audiences and run campaigns that generate pipeline just as efficiently on Facebook? It's perfectly possible with Metadata. We've been able to build a lean, mean, demand gen machine that's fueled by high-quality leads from LinkedIn and Facebook with an MQL rate of 90%+."

More results from Metadata customers

How Automation Anywhere Increased Their Average Deal Size by 36% With Facebook Ads
How ThoughtSpot Activated Their Intent Data and Generated $5M in Pipeline
How Pendo Reduced Their Cost-per-MQL on Facebook by 80%

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