How to Market your RPA Software and Get More Sales

RPA Adoption is rising, but are your leads keeping up?

Robotic Process Automation is becoming one of the fastest-growing automation technologies in Australia. Industry research shows that three in five Australian organisations expect to scale RPA or implement enterprise-wide automation by 2025. Yet, 84% haven’t achieved automation maturity, leaving a massive gap between interest and execution.

This creates a growing need for clearer education, better targeting, and structured engagement, areas often supported by RPA lead generation services and ABM for RPA vendors as organisations navigate complex buying cycles and multi-stakeholder decisions.

At the same time, Australia’s RPA landscape is evolving quickly:

• Organisations are increasing investments in AI-enabled RPA, automated back-office workflows, and industry-specific process automation.
• Adoption is accelerating in healthcare, finance, and manufacturing, where repetitive tasks and compliance requirements make automation attractive.
• However, concerns around cost, data protection, and integration with legacy systems continue to influence evaluation timelines.

Because of these dynamics, many teams rely on multichannel outreach, data-driven marketing, or collaborate with an RPA marketing agency offering outsourced RPA lead generation or RPA sales and marketing consulting to better understand buyer behaviour, build awareness, and manage longer decision cycles.

In this guide, you’ll learn:

• Why lead generation for RPA presents unique challenges
• How to build effective RPA buyer personas
• The most effective strategies to attract, nurture, and convert RPA prospects in Australia
• How ABM and multichannel outreach support complex RPA sales cycles
• How RPA companies can create a scalable, predictable lead pipeline

Why Lead Generation for RPA Is Different from Other Tech Industries

RPA isn’t a simple SaaS purchase. It’s not plug-and-play. It involves technical integration, change management, stakeholder education, and budget approval from multiple levels.

Challenges That Slow Down RPA Lead Gen

1. Long, Complex RPA Sales Cycles

RPA investments impact workflows, cost structures, and business operations. That means:

• Multiple demos
• Extensive proof-of-concepts
• IT/security reviews
• CFO-level budget approvals
• Integrations with legacy systems

2. Educating the Market

Even with high interest, many organisations still don’t fully understand:

• Which processes are automation-ready
• How RPA bots integrate with existing systems
• Whether automation or AI-driven automation is the right solution
• The ROI of rule-based automation vs. workflow automation

This creates a major need for educational content, nurture workflows, and strategic sequencing.

3. Targeting the Right RPA Buying Group

An RPA deal typically involves:

• CIO, CTO, Head of Automation
• COO, CFO, Head of Operations
• IT managers & automation specialists
• Data and compliance leaders
• Procurement

You can’t rely on single-thread prospecting. You need multithreaded ABM outreach.

Callbox’s ABM model specifically addresses this by reaching multiple stakeholders simultaneously through the AI-powered Smart Engage platform.

4. Competing Against “DIY Automation.”

Some companies still lean towards:

• Spreadsheets
• Legacy macros
• Basic scripting
• In-house workflow fixes

This means your messaging must show why RPA outperforms DIY automation in scalability, compliance, and ROI.

Why do RPA companies struggle with consistent lead flow?

Most struggle because they rely on one or two channels only (usually LinkedIn + email). RPA requires multi-channel, multi-stakeholder engagement, intent-based targeting, and education-heavy nurturing sequences.

How to Generate High-Quality RPA Leads in Australia

Below are the strongest, proven strategies used by high-growth RPA vendors, enterprise automation leaders, and Australian process transformation firms.

Each tactic is aligned with RPA buyer behaviour, enterprise procurement processes, and the technology considerations unique to robotic process automation.

1. Build Industry-Specific RPA Buyer Personas (and Segment Deeply)

Successful RPA marketing starts with defining exactly who you want to target.

Examples of RPA buyer personas in Australia:

• CIO/CTO – Focus: Integration, scalability, security
• COO – Focus: Operational efficiency and cost reduction
• CFO – Focus: ROI modelling, risk mitigation
• Head of Automation – Focus: process selection and orchestration
• IT Manager – Focus: deployment, compatibility, maintenance

Selling AI in Australia? Explore ways to reach CISOs and CIOs faster

What industries are best for RPA lead generation in Australia?

Top adopters include banking, financial services, insurance, logistics, health services, education, utilities, and public sector operations.

2. Use Account-Based Marketing (ABM) for Multithreaded RPA Outreach

One person rarely makes RPA buying decisions. ABM allows you to:

• Target entire accounts
• Engage all key stakeholders
• Deliver personalised content to each role
• Accelerate consensus-building
• Shorten the RPA sales cycle

How does ABM help promote RPA to enterprises?

ABM aligns messaging to each stakeholder’s pain point (IT, operations, finance), making it easier to create organisational buy-in.

See how we helped an AI SaaS vendor get 4× faster pipeline growth with Account-based Marketing

3. Deploy Multi-Touch, Multi-Channel Outreach Sequences

RPA prospects behave differently on different channels. To reach busy CIOs and automation leaders, you need channel diversity.

High-performing RPA lead gen sequences include:

• Targeted email workflows
• Voice outreach (AI-guided calling)
• LinkedIn nurturing sequences
• Web retargeting
• Instant messaging touchpoints
• Event marketing and webinar invites
• Website chat & live qualification

Which channels generate the best RPA leads?

Voice + email + LinkedIn combined deliver the best results. RPA deals require conversation, education, and follow-up—not just passive marketing.

4. Leverage RPA-Specific Content Marketing and Thought Leadership

Because RPA is technical, buyers need education before they’re ready for a meeting. Create content around:

• RPA use cases per industry
• Automation ROI calculations
• How to build a business case for RPA
• RPA vs AI: What’s the difference?
• RPA integration with ERP, CRM, BPM, and legacy systems
• RPA compliance and governance
• RPA scalability models

This positions your brand as a trusted advisor, not just a software provider.

How do you promote RPA to executives?

Use business-case-driven messaging. CTOs care about integration, COOs care about efficiency, CFOs care about ROI, and automation leaders care about deployment speed.

5. Use Intent Data to Identify Companies Actively Researching RPA

Companies that are searching for:

• “How to automate invoice processing”
• “RPA tools for finance operations”
• “RPA for customer service”
• “RPA implementation cost”
• “RPA vendors in Australia”

What is RPA intent data?

It’s behavioural data showing when prospects are researching automation solutions—keywords, competitor visits, pricing page views, etc.

6. Create Strong Lead Nurturing Workflows (Most RPA Deals Need This)

Only 1–3% of RPA prospects are ready to book a meeting today. But the remaining 97% can still convert with proper nurturing.

RPA nurturing sequences should include:

• Educational emails
• Industry-specific automation use cases
• Case studies of automation success
• Invitations to product demos or webinars
• “What to automate first” guides
• Cost-benefit comparisons

How long does the RPA sales cycle usually take?

Depending on organisation size:

• SMB: 1–3 months
• Mid-market: 3–6 months
• Enterprise: 6–18 months or more

Nurturing is essential.

7. Host High-Value Webinars and Events for RPA Education

Webinars are one of the top-performing channels for RPA companies.

Examples:

• “How to Automate Finance Processes in 30 Days”
• “Top RPA Use Cases for 2025”
• “How to Choose the Right RPA Vendor”
• “RPA for Healthcare: Compliance-Ready Automation”

Explore 5 Event Invite Strategies to Drive Leads at Tech Conferences

Why do webinars work for RPA lead gen?

Because RPA buyers require education, validation, and technical clarity before committing.

8. Use Appointment Setting for RPA Software Companies

RPA solutions require expert-led discovery calls. That’s why many RPA vendors partner with specialised SDR teams.

They must be able to qualify:

• Integration requirements
• Current workflow bottlenecks
• Security and compliance priorities
• Process automation readiness
• Budget and timeline

This is crucial for RPA vendors who need predictable, scalable pipelines.

What makes appointment setting effective for RPA vendors?

Because RPA is technical, SDRs must qualify pain points, integration requirements, and automation-readiness before passing leads to your sales team.

Planning to outsource SDR Teams? Discover the best appointment-setting agencies to partner with.

Why RPA Companies in Australia Choose Callbox

RPA vendors choose Callbox because the sales motion for automation is unlike any other tech category. You need:

• Multi-stakeholder targeting
• Enterprise-level ABM
• Technical qualification
• Long-cycle nurturing
• Scalable outreach
• Data-driven segmentation

Callbox delivers all of this through:

• AI-powered multi-channel outreach: Smart Engage integrates email, voice, social, chat, and events into one unified system.
• RPA-specific ICP and data enrichment: Driven by detailed firmographics and intent data.
• Skilled SDR teams trained in technical B2B sales: With 20+ years of global tech lead generation expertise.
• Seamless lead handoff and CRM integration: Ensuring your sales team receives fully qualified, ready-to-convert RPA leads.
• Scalable growth across ANZ, APAC, and global markets: Perfect for RPA vendors expanding beyond Australia.

RPA Demand Is Growing, Make Sure Your Pipeline Is Too

If you want predictable, high-intent RPA opportunities in Australia, you need:

• Deep ICP targeting
• ABM-driven outreach
• Technical nurturing sequences
• Multi-channel engagement
• Process-driven qualification

The RPA market is competitive, but with the right system, your pipeline doesn’t have to be.