Automation Anywhere, a leader in robotic process automation (RPA), needed to scale demand generation to match the rapid growth of the enterprise automation market. With a large and diverse total addressable market spanning IT, operations, and finance buyers, the team needed to run targeted campaigns across multiple channels without the manual overhead of configuring each platform individually.
The complexity of reaching enterprise buyers across different industries, roles, and company sizes meant that native platform targeting was insufficient. The team needed a way to build precise audiences and connect campaign performance directly to pipeline outcomes.
