Automation Anywhere — 2,331% ROI
Automation Anywhere spent 175,000 in revenue — a 2,331% ROI — by replacing cold calling with systematic outbound prospecting led by senior leaders. 35 meetings with enterprise buyers at $206 each, generating 48 qualified responses monthly. The campaign became a permanent complement to the internal team.175,000 in revenue. 48 responses/month. Campaign adopted as a permanent complement to the internal team — not a one-time engagement.
The Challenge
Enterprise RPA sales cycles are long, complex, and involve multiple stakeholders. Traditional SDR cold calling lacked the credibility and targeting precision needed for enterprise automation conversations with senior operations leaders. Conversations needed to start at C-suite and VP operations levels with prospects in industries where automation ROI is most dramatic. Standard SDR outreach didn’t match the enterprise buying process. Before Outbound System:- Traditional cold calling underperforming at enterprise level
- Conversations starting too low in the organization
- No industry-specific automation ROI proof in outreach
- SDR approach lacking credibility for senior-level engagement
- 35 meetings in 4 months with enterprise buyers
- 48 qualified responses per month on average
- Senior-leader-led outbound replacing cold calling
- Campaign adopted as permanent complement to internal team
The Solution
Prospect lists targeted companies with operational complexity and manual process bottlenecks in financial services, healthcare, manufacturing, and logistics. Messaging led with implementation-specific ROI from enterprises of comparable size and complexity.Cold Email
Led with implementation-specific proof: not “automation saves time” but specific ROI metrics from enterprises of comparable size and complexity. Sequences engaged C-suite and VP-level operations leaders.LinkedIn Outreach
Built visibility at senior leadership level through executive engagement and thought leadership content on operational transformation.Beyond the Meetings
- Market Intelligence: Financial services and healthcare had the shortest path from first conversation to pilot engagement, prioritizing these verticals.
- ICP Refinement: Mid-campaign pivot from SDR outreach to senior-leader-led prospecting yielded significantly higher-quality conversations.
- Permanent Integration: The campaign framework was adopted as a permanent complement to the internal team, validating long-term strategic value.
How It Unfolded
| Timeline | What Happened |
|---|---|
| Week 1-2 | Enterprise prospect identification across financial services, healthcare, manufacturing, and logistics. ROI messaging developed. |
| Week 3-4 | Campaign launch targeting C-suite and VP operations. LinkedIn executive engagement activated. First meetings within 9 days. |
| Month 2-3 | 48 responses/month. Mid-campaign pivot: senior leader outbound replacing cold calling based on quality data. |
| Month 4 | 35 total meetings. Campaign adopted as permanent complement to internal team. |
Full Metrics
| Metric | Result |
|---|---|
| Total Spend with Outbound System | $7,200 |
| Campaign Duration | 4 months |
| Qualified Leads Generated | 192 |
| Cost Per Qualified Lead | $38 |
| Meetings / Calls Booked | 35 |
| Cost Per Booked Meeting | $206 |
| Show Up Rate | 77% |
| Revenue Generated (cash collected) | $175,000 |
| New MRR Added | $43,750 |
| ROAS (on cash collected) | 24.31x |
| Total ROI | 2,331% |
“Outbound System has been a great asset to our business. While we initially used it as a service to expand the conversations of our senior level leadership, pivoting to replace cold calling has yielded exciting new clients. We look forward to a long relationship with them.” — David Morrison, Director of Global Lead Generation at Automation Anywhere
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Why did senior-leader-led outbound outperform SDR cold calling?
Why did senior-leader-led outbound outperform SDR cold calling?
Enterprise automation buyers evaluate vendors at a strategic level. When outreach comes from or references senior leadership, it signals a peer-level conversation about operational transformation rather than a sales pitch. The mid-campaign pivot to this approach yielded significantly higher conversation quality and close rates.
What industries showed the strongest results?
What industries showed the strongest results?
Financial services and healthcare had the shortest path from first conversation to pilot engagement. Both industries have high volumes of manual processes with clear automation ROI, making the business case self-evident once the right stakeholder is in the conversation.
Why was the campaign made permanent?
Why was the campaign made permanent?
The systematic outbound framework consistently produced 48 qualified responses monthly at the enterprise level — something the internal team’s cold calling approach hadn’t achieved. The campaign proved sustainable enough to warrant permanent adoption as a pipeline channel.
How did the campaign reach C-suite buyers?
How did the campaign reach C-suite buyers?
Enterprise Azure infrastructure ensured deliverability past corporate email filters. LinkedIn executive engagement built visibility before email outreach. Implementation-specific ROI data (not generic automation benefits) earned attention from senior operations leaders.
How is the $175,000 revenue verified?
How is the $175,000 revenue verified?
Cash collected from enterprise deals closed through the campaign over 4 months. 7,200 spend equals a 24.31x return, or 2,331% ROI.