Using RPA helps pull information and push actions into different technologies and channels without the need for configured workflows. Let’s look at some of those repetitive processes and what RPA allows marketers to do:
1. Buy data from multiple data sources and consolidate them. You take a list of companies and pair it with a list of contacts that represent your buyer persona. Then you may choose to add another list to make sure they aren’t existing customers or prospects.
2. Enrich a data set with Personally Identifiable Information (PII) like phone numbers, emails, IP, etc. to target prospects with ads, emails and other content.
3. Upload the data sets to the different channels. If those data sets are not identical in their taxonomy, you know you have to translate them to one another.
4. Start creating multiple campaigns (2 ebooks, 3 white papers and 1 video). Suddenly you’ll find yourself with 500 permutations that you can run, and as a person, you have to choose a select few.
5. Audit and monitor these campaigns and workflows after executing them. (If you’ve ever looked at best performing marketers, you’ll see multiple spreadsheets open for LinkedIn, Facebook, SEO, Google Analytics, etc.)
Marketing is changing. Now, rather than depending on a person or team to perform a lot of tasks in weeks, a computer can do them in minutes. RPA maximizes the utilization of the marketing technologies, channels and data available.
A human is still there to do value-added work, but RPA is there to replace work that is slow, inefficient and uninspiring. In essence, it takes the robot out of the human so that they can interpret insights and turn them into impactful campaigns.