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What are benefits of RPA in the marketing and sales space?


Hi, I'd like to find out about the benefits of using RPA in marketing and sales. 


ITCS user
1010 Answers

author avatar
Top 20Real User

If your marketing and sales include any process/steps that repeat every time, a process that does not need any human intelligence, the process if you train anyone can execute without any external help can be automated using RPA.

Ex -Assuming, a part of your sales is creating prospect which includes networking and processing user information can be automated, let's say you have a sales executive solving user queries on product information and features, information which will never change until you come up with new features, such process can be automated using Chatbots.

In short, any repetitive work which does not require any human skills at all can be automated.

author avatar
Top 10LeaderboardConsultant

Two use cases come to my mind in using RPA in marketing & sales.

1. Processing data: Many times marketing/sales teams like to slice & dice the data themselves to better understand the opportunity; however, the data from the various sources are in different formats, hence most of the time is consumed in correcting (usually in spreadsheets). RPA can be thought to read the data from all sources & consolidate it in the single spreadsheet.

2. RPA can be used to check for bids / RFP of the sites to automatically update the CRM with the details to track.

author avatar
ExpertModeratorReal User

RPA uses in Sales & Marketing Departments

RPA can be used in sales and marketing departments in a variety of ways. Let’s take a closer look at four primary uses…

Competitive Pricing & Monitoring

For years, savvy consumers have used online tools that track prices on Amazon and other e-commerce sites. Price drop? Ping! Those shoppers are rewarded with email notifications and can buy at a discounted price.

RPA Products develops these types of custom RPA solutions for sales and marketing departments so that you can track your competitors’ websites and prices in real-time. Get a report or email notification when there’s a change, and then adjust your own prices based on real-time market conditions. Reports can be sent daily, weekly, or at any interval you set.

Maintain your competitive edge without taking valuable time out of your day to manually browse competitor’s websites. Let a bot do it for you!

Business Intelligence Reporting

There is so much data available to your sales and marketing department that if you spent all your time manually processing it, you might not have many hours left in the week for actual selling. This is a perfect opportunity to set up business-defined rules and let a robot take over with RPA.

RPA can be used in this capacity to:

Identify new entrants into the market. A new competitor website pops up? Your bot, searching 24/7, will find it and notify you!

Track events, campaigns, and messaging that your competition is using to promote products or run sales.

Provide insights into existing account activity. For example, if a current account is overdue on a payment or has failed to renew a subscription product, then an alert could automatically notify a sales rep, creating an opportunity for the rep to follow up with the customer, who may be thinking about taking their business elsewhere. With RPA, your sales reps are more in the loop with regard to client accounts.

Data Aggregation & Management

Quality leads and accurate customer contact information is the lifeblood of any sales department. How much time do you think your sales team spends on list building?

Now, what if you could reduce those hours significantly and re-allocate them to actual sales calls? That would be worth a lot to any business, right?

With RPA, you can. Robots can be deployed to aggregate contacts for sales staff so that your sales reps do not have to spend time searching for companies, names, phone numbers, and other critical contact information. Then, bots can be used to update your CRM with this new contact data. Bots can even be used to crawl the web and other software programs, aggregating additional information on your existing CRM contacts and layering additional context onto prospect profiles.

Monitoring RFP / Bid Sites for New Opportunities

Finally, RPA can be used to crawl RFP and bid sites for new opportunities. Instead of manually searching for new business, your sales staff can receive new RFPs automatically as they become available. Custom filters can even be developed to weed out projects that aren’t the right fit and escalate high-value opportunities to key decision-makers.

Once RFPs have been identified by the bot, RPA can automatically download those files directly in a designated folder on your company’s servers or deliver them directly to your sales team via email.

author avatar

I think it might be better to look at automation as a whole and not limit yourself and your team to RPA. If you're looking at this from a holistic point of view to get the biggest bang for the buck, you need to be looking at both back end, front end, internal, and external systems and processes. Look for databases that can automate and push out marketing information, look for processes that are mundane and simple that can be eliminated by automation, and look for data cleansing and data wrangling that a data scientist can help with to forecast your company's success in the market. This is a much larger conversation than just having a bot do some business processes. :) It can change your entire business model and effectively increase your sales exponentially. 

author avatar
Top 5LeaderboardReal User

I would take a look at how your team do it now, without automation. You are sure to find a number of tasks that are repeated over and over again for multiple leads / customers. Fetching data from multiple non integrated systems / reports is a classic example. These are the kinds of tasks that make great Intelligent Automation case studies. Add to that the benefit of eliminating any human error in those processes, and you've got a winner. 

author avatar
Top 5LeaderboardReal User

The majority has been covered by @Daniel Robus

Here is additional thinking: sales comes with knowing your target customers well. Prospecting is the key. 

RPA can be used to do prospecting, work with social platforms to do the outreach or create target customer insights, nurture potential customers in campaigns by sending out relevant content through content curation, and much more. 

RPA is truly a horizontal solution that works across every vertical and department. The right thing to do is to map out your end-to-end sales process and identify the areas of opportunity along with the ROI. 

author avatar
Top 20Vendor

1. Automate your reports quickly from all social media platforms

2. Automate your sales order processing, from accessing from OEMs sales portals to entry to your ERP and further approval process, can be automated. We have done with Nokia, Sony, Rockwell Automation, etc.

For more details, please DM me.

author avatar

RPA application and adoption for sales processes can be different for organisations and industries they operate in. For B2C organisations RPA can be helpful in gathering data from external sources and then providing inputs to internal systems.

For operational sales processes, data received from external systems/sources can be read and updated into external systems for further processing.

E.g., one of our customers had a payment reconciliation issue. This has been related to sales as the sales were made through different channels and each channel was sending the data in an Excel file for reconciliation.

A dedicated individual was collating this information and sending this to the Finance Team for further processing, where again there was a manual intervention for ERP payment reconciliation.

The entire process could be automated using RPA. The Excel info was picked up by the RPA robot and fed directly into the ERP. Thereby reducing the manual intervention and also removing the manhours lost in data entry and reconciliation.

author avatar
Top 5Reseller

You can define and describe your companies current marketing processes as tasks in AutoMate including various trigger dates for human intervention. You can automatically assign resulting sales inquires to a sales database for follow-up by your sales personnel. 

RPA does what you would do to manage marketing programs such as scheduling, callbacks, etc., except RPA does those tasks more efficiently and effectively.  

Find out what your peers are saying about UiPath, Automation Anywhere, Microsoft and others in Robotic Process Automation (RPA). Updated: November 2021.
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