Automation Anywhere struggled with high lead costs and limited global campaign effectiveness, paying nearly $2,000 per lead. Through strategic audits, competitive offers, and precise campaign optimization, Redefine Web cut CPL by 97%, scaled MQL acquisition, boosted awareness, and increased customers 100x.
Automation Anywhere is a global leader in Robotic Process Automation (RPA), providing AI-enabled automation solutions for over 2,800 companies and 1,600 enterprise brands. Its intelligent automation platform combines RPA with cognitive solutions and advanced analytics, allowing organizations to streamline processes, reduce error rates, and scale rapidly. With clients across the financial services, healthcare, technology, manufacturing, logistics, and telecommunications sectors, the brand operates at the forefront of digital transformation. However, despite strong product-market fit, the company faced critical marketing inefficiencies — most notably high customer acquisition costs. Their global campaigns were standardized with little localization, running exclusively in English with limited differentiation across markets. Redefine Web partnered with Automation Anywhere to overhaul their digital marketing efforts, with a clear focus on reducing CPL, increasing lead volume without added budget, improving campaign structure, and aligning offers with competitive benchmarks.
Automation Anywhere faced unsustainable lead costs, paying $1,936 per lead, which made acquisition unviable despite a strong platform. Their campaigns lacked focus, chasing too many goals simultaneously—impression share, lead volume, and awareness—resulting in poor overall performance.
Global campaigns were duplicated without market adaptation, run only in English, and missed regional nuances. Landing pages often didn’t match targeted keywords, which lowered quality scores, while ad copy focused on features instead of addressing customer pain points and solutions.
Valuable content existed but wasn’t leveraged effectively. Their main call-to-action—a simple contact form—was weak compared to competitors offering analyst reports, white papers, or free trials. Inefficient structures, inconsistent optimization, and misaligned keyword strategies further drained budgets.
Despite having a cutting-edge product, the lack of strategic execution limited growth in leads and capped their acquisition potential.
Redefine Web executed a structured multi-phase approach to transform Automation Anywhere’s digital acquisition strategy. Beginning with a complete strategy audit, we separated campaigns by objectives to resolve conflicting internal KPIs. We conducted a content audit to align high-value assets with relevant funnels, rebuilt and optimized landing pages to match keyword targeting closely, and introduced persona-driven ad copy that highlights problem-solution messaging rather than just features.
To further optimize ROI, we refined keyword targeting, improved bid strategy by focusing on conversion efficiency rather than rank, and iterated offers to make them more competitive in the RPA landscape. By testing a free trial alongside standard lead-gen tactics, campaigns became conversion-centric and created scalable growth opportunities.
Key steps included:
By restructuring campaigns, optimizing conversions, introducing strategic offers, and aligning global campaigns with customer needs, Redefine Web lowered Automation Anywhere’s CPL from $1,936 to $63 while scaling qualified lead volume 100x. This marketing overhaul transformed customer acquisition, doubled conversion efficiency, and amplified brand visibility worldwide.
Kyle Vine
Brandon Smith
Benjamin Sänger
Myles Scolnick
Peter Dolenc
Francis Strutt
