Success Story

ESET

Driving awareness and connecting with new customers by tapping into niche communities

~86% lower

CPMs than LinkedIn

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Quora Internal Data

Higher quality leads

than Facebook & Google Display

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Quora Internal Data

About ESET

ESET began life as a pioneer of antivirus protection, creating award-winning threat detection software. Now, ESET's goal is to make sure that everybody can enjoy the breathtaking opportunities that technology offers. Today, ESET's security solutions allow businesses and consumers in more than 200 countries and territories to make the most of the digital world.

Their Goal

High ROI leads

High ROI leads Their goal For more than 30 years, ESET® has been developing industry-leading IT security software and services to protect businesses, critical infrastructure and consumers worldwide from increasingly sophisticated digital threats. As a brand with B2B and B2C clientele, ESET’s media strategies encompass the entire customer lifecycle, from brand awareness, to free trial signups, to revenue. Lead quality, CPMs, and CPCs are subsequently key success metrics when evaluating new marketing channels.

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One of the main benefits of Quora is that we can target individual questions, interests, and topics that are not available on other channels because they’re super niche.

Steven Vande Wydeven

Performance Marketing Lead

ESET North America

Their Solution

A cross-functional partnership

ESET offers 10+ software solutions, with some products catering to niche markets. While platforms like Facebook had low upfront costs, lead quality was low, and they were generating a lot of questionable leads. Whereas platforms like LinkedIn had niche targeting, but at higher upfront costs. Quora serves as a powerful neutral, with the ESET team reporting ~86% lower CPMs than LinkedIn. Given Quora’s suite of hyper-specific targeting, ESET’s marketing team works with their product team to understand each software’s functionality. They then share their learnings with their Quora account team, who identify relevant content for ESET to target. Once a group of topics prove successful, ESET scales their efforts by adopting Interest and then Audience Targeting.

Click on the image to enlarge

Their Creative

Personalized image ads

ESET’s targeting strategy lets them tailor their image ads to a specific audience. Clicks direct users to a content rich landing page, where ESET can identify high-intent customers —an issue they encountered using lead generation forms on other platforms.

Their Advice

Start with high-intent & experiment

Steven Vande Wydeven, Performance Marketing Lead at ESET North America, recommends starting with specific topics associated with relevant questions, and then scaling from there. He also encourages testing different strategies at once. “We’ve failed more, if not the same, as we succeeded. But once you succeed, it’s very easy to scale. The audience is definitely there, and it’s first-party to Quora. I think there’s definitely good value to that audience and you can easily scale once you find that perfect audience.”

Their Results

A new top channel

According to Steven, “The CPMs and CPCs on Quora are one the best out of all of our channels —similar to display in terms of pricing, but way cheaper than LinkedIn.” ESET’s investment into Quora has since grown, and they now test their B2B awareness campaigns on Quora before transitioning them to channels with higher upfront costs.

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We definitely love Quora for that, because the audience for some of our products is equally niche.