How Automation Anywhere Increased Average Deal Size by 36% With MetadataONE Audiences

The Challenge

Automation Anywhere, a global leader in Intelligent Automation with a cloud-native platform combining RPA, AI, machine learning, and analytics, had historically relied on events, paid search, and content syndication for pipeline and revenue goals. But results had plateaued during a critical scaling phase.

In the competitive robotic process automation space, they needed new paid channels for predictable pipeline. Julian Foster was hired to develop the paid social strategy, but LinkedIn's high costs for B2B tech made efficiency difficult. Manual audience-building workarounds prevented scaling without proper tools for faster campaign launches and performance optimization.

The Solution

Automation Anywhere built dynamic audiences using Salesforce data combined with intent data from Bombora, G2, and 6sense, adding firmographic targeting to reach decision-makers at accounts showing intent.

Julian constructed campaigns directly in MetadataONE, selecting audiences, ads, and content to test. The platform automatically built unique campaign experiments testing all combinations, pushing campaigns to Facebook without manual Facebook login. MetadataONE analyzed campaigns against goals and budgets, pausing underperformers and reallocating budgets to top performers 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, Automation Anywhere

The Results

MetadataONE's audience targeting and automated optimization transformed Automation Anywhere's paid social program:

• 92% lead-to-MQL rate — proving audience quality far exceeded previous channels
• 68% lower cost-per-opportunity — dramatically improving unit economics
• 36% increase in average deal size — reaching higher-value buyers through intent-driven targeting
• 927 hours of work automated — freeing the team to focus on strategy over execution

By combining LinkedIn-level audience precision with Facebook's lower CPMs, Automation Anywhere built a paid social engine that delivered higher-quality pipeline at significantly lower cost — proving that B2B demand gen doesn't have to live exclusively on LinkedIn.