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

92% Lead-to-MQL rate
68% Lower cost-per-opportunity
36% Increase in average deal size
927 Hours of work automated


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.


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.

"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%+."
Julian Foster
Head of Global Paid Social

More case studies for you

From Confusion to Clarity: LaunchDarkly’s Path to Accurate Marketing Data
How GoodTime Increased Pipeline Volume from Search by 50% With Single Keyword Ad Groups

Don’t just take our word for it

Quick design & launch of campaigns
Automated optimization & budget shifting. Clear visibility into key metrics & spend. Easy experimentation to help you course-correct quicker.
Tamara T.
Validated reviewer
Mid-Market(51-1000 emp.)
The advertising platform to rule them all!
Metadata has been the most efficient platform for managing LinkedIn and Google ads all in one place. I can easily manage audiences, ads, creatives, offers, and more. The budget grouping allows me to control how much spend to allocate by campaigns, geos, and more.
Verified User in Computer Software
Validated reviewer
Mid-Market(51-1000 emp.)
The ability to launch campaigns simultaneously across LinkedIn, Facebook, and Google Ads is incredible
It saves countless hours of duplicitous work and provides unmatched visibility into the best-performing channels.
Maggie D.
Validated reviewer
Mid-Market(51-1000 emp.)
4.6 based on 274 reviews