Fully automated processes and workflows deliver efficiency savings for employees and customers alike
Executive summary
When Informa PLC and TechTarget merged, the newly formed Informa TechTarget inherited a complex environment of disconnected systems, overlapping processes, and varying levels of process maturity. While leadership recognized automation as a critical enabler of future growth and efficiency, the organization first needed a better understanding of how work flowed through the business.
Using Nintex Process Manager, the Operational Excellence team documented processes, clarified ownership, and identified opportunities for standardization across departments. With this foundation in place, Nintex Automation Cloud enabled the company to automate manual and repetitive tasks, significantly improving productivity, reducing turnaround times, and enhancing customer responsiveness.
Today, Informa TechTarget runs thousands of campaigns through Nintex-powered workflows every month and continues to expand its use of automation, AI, and operational excellence initiatives throughout the enterprise.
The challenge
Although the merger created significant business opportunities, it also introduced substantial operational challenges.
Over years of acquisitions and business expansion, both organizations had accumulated multiple technology platforms and unique ways of working. After the merger, teams were suddenly operating across numerous CRMs, ERP systems, legal entities, and business processes. Many employees performed repetitive manual tasks simply to move information between systems, creating inefficiencies that affected both internal teams and customer experiences.
The organization knew automation could help solve these challenges, but there was a fundamental problem: they lacked visibility into their processes.
As Rebecca Smith, Director of Operational Excellence, explains:
“You can’t automate what you can’t see. So, the first step was finding out how many processes we had, who owned them, and where they sat. Only then could we start to make the operational improvements required.”
Before investing heavily in automation, Informa TechTarget needed a comprehensive understanding of how work was performed across the business and where the highest-value opportunities existed.
The solution
The Operational Excellence team turned to Nintex Process Manager to establish a foundation for process visibility and standardization.
Having previously used Process Manager successfully, team members recognized its ability to create transparency across complex business operations. They began by documenting critical workflows throughout the organization, especially within sales operations, where multiple CRM environments and fragmented processes created inefficiencies.
By mapping the end-to-end sales journey and identifying process inconsistencies, the team gained valuable insights into opportunities for standardization and improvement. Working alongside internal engineering teams, they used these findings to develop scalable automation solutions capable of delivering long-term business value.
The team also focused on quick wins that demonstrated the value of automation early in the program. These successful projects helped build trust across the organization and encouraged wider participation.
Using Nintex Automation Cloud, Informa TechTarget automated repetitive, data-intensive tasks across departments, eliminating manual work and enabling employees to focus on higher-value activities. The company further expanded adoption through its Digital Excellence Program, training citizen developers to build their own automations and drive innovation within their teams.
As enthusiasm grew, investment in automation expanded dramatically, enabling the organization to support a wider range of business requirements while maintaining process consistency and governance.
Key outcomes
Improved process visibility and governance
By documenting and centralizing business processes within Nintex Process Manager, Informa TechTarget gained a clear understanding of process ownership, workflow dependencies, and areas for improvement throughout the organization.
Significant automation at scale
The organization currently operates 79 live automations across the business, with more than half built using Nintex Automation Cloud. Over 2,350 campaigns now move through Nintex-powered workflows every month.
Faster customer response times
One of the company’s SQL lead automation initiatives reduced response times by more than 86%, enabling customers to receive critical information significantly faster than before.
Reduced manual work
Processes that previously required employees to manually transfer, enter, and manage data across systems are now automated, reducing operational overhead and helping the company avoid additional hiring requirements driven by administrative work.
Culture of continuous improvement
The Digital Excellence Program empowered employees across the organization to become active participants in process innovation, helping establish a long-term culture focused on operational excellence and continuous improvement.
Customer perspective
For Rebecca Smith and the Operational Excellence team, the greatest lesson was that successful automation starts with understanding processes, not technology.
“You can’t automate what you can’t see.”
The team found that many groups across the organization were using completely different approaches to achieve the same outcomes. By visualizing and standardizing those processes, they were able to identify where automation could deliver the greatest impact.
Rebecca also highlights why Nintex has become increasingly important to the company’s automation strategy:
“We work with a variety of automation tools, but as time goes by, we’re increasingly leaning towards Nintex for our new automations due to its easy compatibility with our business.”
Looking ahead
Informa TechTarget continues to expand its investment in automation, artificial intelligence, and operational excellence.
The organization is working closely with its AI Center of Excellence to integrate AI-powered and agentic workflows into both Nintex Process Manager and Nintex Automation Cloud, enabling employees to take advantage of emerging technologies while maintaining strong governance and security controls.
As the company evolves, leadership sees significant opportunities to transition from traditional robotic process automation toward more intelligent, AI-driven workflows. However, Rebecca emphasizes that long-term success depends on more than technology alone.
“Technology is never enough on its own, culture is just as important. These tools are incredibly powerful, but they’ll only continue to deliver value if people keep using them. Continuously sharing automations and celebrating wins is key to building a long-lasting culture of operational excellence that will stand the test of time.”
This combination of process visibility, automation, and cultural transformation is helping Informa TechTarget build a scalable foundation for future growth and
innovation.
Ready to cut response times and free your team from manual work like Informa TechTarget did? See how Nintex Process Manager and Nintex Automation Cloud can help your team map, standardize, and automate the work that moves your business. Book a personalized demo now.
