Lead Generation Strategies for Robotic Process Automation Companies

Lead Generation Strategies for Robotic Process Automation Companies

As technology continues to advance, the Robotic Process Automation (RPA) industry is also facing a unique set of challenges. RPA companies, like yours, are at the forefront of automation and AI innovation, which is the reason why the competition is fierce, and the need to connect and convert your potential customers is crucial. 

So, as a marketer and business enthusiast, you’re likely well aware of the challenges RPA companies face in an industry that demands innovation and adaptation at a relentless pace.

Aren’t you searching for the best and most effective lead generation strategies that can help you reach your target audience and generate more leads for your RPA company?

According to the Deloitte Global RPA Survey, the significance of RPA is undeniable. The survey’s findings underscore the importance of effective lead generation to address the unique challenges faced by the RPA industry. That’s why, in this article, we will share with you some helpful insider tips similarly on how lead generation services providers would strategize.

Here’s a summary of what we’ll cover:

  • What is Robotic Process Automation?
  • What is lead generation for Robotic Process Automation?
  • How to create lead generation strategies for the Robotic Process Automation industry?

What is Robotic Process Automation?

Robotic Process Automation, also known as RPA, is an application of technology, governed by business logic and structured inputs, aimed at automating business processes. Using RPA tools, a company can configure software, or a “robot,” to capture and interpret applications for processing a transaction, manipulating data, triggering responses, and communicating with other digital systems. RPA scenarios range from something as simple as generating an automatic response to an email to deploying thousands of bots, each programmed to automate jobs in an ERP system.

RPA technology is a game-changer for businesses, RPA bots can either eliminate or minimize the need for human labor in rules-based tasks and achieve high levels of ROI (RPA investment has less than 12 12-month payback period). On a typical workday, employees spend 10%-25% of their time on repetitive computer tasks that reduce the productivity of workers. However, a typical rules-based process can be 70%-80% automated by using Robotic Process Automation (RPA) software so that employees can shift their focus to more value-added tasks.

Now that we’ve explored the transformative potential of Robotic Process Automation (RPA) in streamlining business processes and freeing employees from repetitive tasks, let’s delve into another critical aspect: lead generation for RPA companies.

What Is Lead Generation For Robotic Process Automation?

Lead generation in RPA involves the process of identifying and attracting potential clients who have shown interest in your RPA solutions. It’s all about nurturing relationships with these prospects. These individuals or organizations are considered “leads” and are at various stages of the buying journey. The ultimate goal is to convert these leads into loyal clients who embrace RPA to streamline their operations.

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How to Create Lead Generation Strategies for the RPA Industry?

When crafting an effective lead generation strategies for the RPA industry, it requires a thoughtful approach. Here are the key strategies tailored to the RPA industry:

#1 Targeted outbound lead generation

Targeted outbound lead generation involves proactively reaching out to potential clients who fit your ideal customer profile. It’s a highly focused approach where your RPA company identifies and engages with prospects that are most likely to benefit from your automation solutions.

So, when it comes to RPA industry, targeted outbound lead generation is effective because it allows you to:

  • Tailor Your Message: Through targeted outbound lead generation, you can customize your outreach to address the specific pain points and challenges faced by potential clients in different industries.
  • Highlight ROI: Through targeted outbound lead generation, you can showcase how RPA can deliver a rapid return on investment (ROI) by automating repetitive tasks and improving operational efficiency.
  • Demonstrate Expertise: Your outbound efforts enable you to position your company as a thought leader by sharing insights and success stories related to RPA.

How to implement targeted outbound lead generation:

  • Identify Ideal Customer Profiles (ICPs): Define the characteristics of companies that are most likely to benefit from RPA. Consider industry, company size, pain points, and more.
  • Build a Quality Prospect List: Use reputable data sources or tools like LinkedIn Sales Navigator to create a list of potential leads that match your ICPs.
  • Craft Personalized Outreach: Customize your messages for each prospect, addressing their specific challenges and showing how RPA can solve them.
  • Utilize Multichannel Outreach: Combine email, phone calls, and social media engagement to reach prospects through various channels.
  • A/B Test and Iterate: Continuously refine your outreach strategy based on response rates and feedback.

Related: How to Generate Leads Faster with this Proven Outbound Workflow

By incorporating targeted outbound lead generation into your RPA marketing efforts, you can engage with potential clients in a meaningful way, showcase the value of your solutions, and ultimately increase conversion rates. It’s a strategy that aligns perfectly with the personalized and consultative nature of RPA sales.

Supercharge your conversions through outbound lead generation.

#2 Webinars

Nothing establishes more interest and engagement than a webinar that educates your target audience about a problem that they are experiencing. If you choose a relevant topic and provide useful information, you will attract hundreds or perhaps thousands of people from the audience you are targeting who are likely to purchase your product.  

Even if the majority of registrants aren’t ready to buy on the day of the webinar, they’re likely to buy what you’re offering at some point in the future, as a result of the webinar. Registrants and the audience are extremely valuable leads. All you have to do is maintain your brand and offering at the forefront of your mind. Require that your inside sales staff contact each participant, not to promote the product, but to provide extra high-value information in order to create credibility and top-of-mind awareness.

Many times, when marketers talk about content marketing or the strategy of gaining a competitive advantage by sharing useful content, there is a heavy sigh because the implication that goes along with it is that it can take 6, 12, or 18 months to see results. Manufacturers want effective, quick results. The webinar is one of the few marketing tactics that provides quick, effective results in the form of qualified leads.
Related: 5 Ways to Promote Your Virtual Event to Drive More Webinar Attendees

#3 Landing Pages

Landing pages are essential tools for converting website visitors into leads. They serve as dedicated entry points for your potential clients, offering valuable resources and information in exchange for their contact details. Here’s why landing pages are crucial for RPA lead generation, backed by statistics:

infographic for reasons why landing pages are crucial for RPA lead generation

#4 Social Selling

Social selling for B2B businesses means using social media to generate leads and feed your sales funnel.

This doesn’t mean pasting cold email templates into LinkedIn and blasting them out to contacts. That resembles spammy selling, which drops your chances of closing to zero. Leaning on the softer side of the sales spectrum, it differs from traditional sales tactics because there’s less stress placed on an immediate response. 

e-book for a hands-on guide to b2b social selling

Instead, individual sales reps play the “long-game” and focus on building connections over time. Through social media, reps cultivate long-term relationships, convey authority and credibility, and appear on decision-makers’ radars to encourage “organic” sales. 

#5 ABM

Account-based marketing (ABM) is a strategic approach to lead generation in which your time and resources target a key group of specific accounts. Lead generation draws in the numbers, and ABM qualifies and targets those leads before you market to them. In other words, by inverting the traditional early-stage marketing process, you target your campaigns to specific customers the moment they enter your funnel, and you do it with real-time, personalized content.

Marketing has always been about delivering the right message to the right person at the right time.  ABM allows for all three of these things to happen on a regular schedule and deliver qualified leads.  It helps nurture customers and build trust.  It increases conversions and revenue.  Companies using account-based marketing report a 28% higher sales-win rate and a 36% higher customer retention rate.  It also improves relationships and lifetime customer value.

Learn how Callbox ABM lead generation campaign generates 167 sales qualified leads for RPA firm

#6 Marketing Automation

Marketing automation is a solution to the challenge of integrating your company’s lead generation process. It’s built to provide you with a collection of tools that you can use to take charge of lead generation, from turning website visitors into leads to nurturing them over time to improve their sales qualifications until they’re ready to buy.

The primary goal of marketing automation is to generate and nurture leads. From converting a lead on a landing page or form to nurturing your leads with email nurturing campaigns that qualify them for sales, we’ve got you covered.

The ability to create a lead generating pipeline for your company is quite beneficial, but maybe the most useful element of marketing automation is the ability to personalize your interactions with each lead based on their personal information and current level of sales preparation.

Personalization makes marketing materials delivered as part of a lead generating process more current, relevant, and targeted. Making marketing automation-delivered campaigns far more effective.

The ‘automation’ component of marketing automation is there to help you scale your best replies to your lead’s activities. This keeps your leads interested and active as they progress through the sales process.


Lead generation for Robotic Process Automation is about connecting with people, understanding their needs, and providing solutions that make their lives easier. By crafting people-centric strategies and embracing the power of automation, your RPA company can thrive in a dynamic and competitive market. It’s time to put these strategies into action and watch your RPA leads grow into satisfied customers.

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