With thousands of AI technologies and more on the rise, when used correctly, RPA can propel B2B marketing to a new level of efficiency. It focuses marketers on strategic work rather than monitoring spreadsheets.
The technology will continue to improve, but that doesn’t mean computers are taking away our jobs and livelihoods. The ability to automate with RPA allows marketers to switch their focus to more impactful work.
Company and marketing leaders should have a transparent conversation with their team about automation and the removal of technical and mundane tasks from their job. This will ensure that employees aren’t worried about losing their job and are encouraged to cease performing “boring” tasks and focus more on the creative, passionate aspects of their professional life. The patterns that will be revealed about those repetitive tasks will be the foundation of the RPA workflow.
This type of automation can also lead to a better employee experience as drudge work slides off their plates. When marketing moves from a place of spray and prays to something much more personalized through micro-segments, marketers — the people — will be more crucial than ever. After all, you can’t automate the creation of the content without the human operator. That’s the marketer’s superpower.
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.