Success Story

MuleSoft

Tapping into Quora Ads to diversify their lead generation efforts
High
conversion rates

Quora Internal Data

Double-digit
CPLs

Quora Internal Data

About MuleSoft
MuleSoft's Anypoint Platform™ is the world's leading integration platform for SOA, SaaS, and APIs. MuleSoft provides exceptional business agility to companies by connecting applications, data, and devices, both on-premises and in the cloud with an API-led approach.

Solutions

Industry

Location

Their Goal

B2B lead generation

MuleSoft connects enterprises' applications and systems in a streamlined and efficient way. Always looking for new ways to reach their target audience, MuleSoft had two primary objectives for Quora Ads: 1. Diversify their marketing mix: MuleSoft was advertising on LinkedIn, Facebook, and Twitter, but sought new platforms that would help them generate high-quality B2B leads. 2. Gain direct access to decision makers: Ken Tien, a Demand Generation Programs Associate, was a long-time Quora user and recognized the platform was popular among software developers, directors of IT, business architects, and other similar titles, making Quora Ads an attractive means of communication with these individuals.
By targeting advertising in Quora spaces, Mulesoft was able to reach audiences who may be familiar with their brand or interested in the solution they offer.
Ken Tien

Ken Tien

Demand Generation Programs Associate

Mulesoft

Their Solution

Open experimentation

MuleSoft launched Quora Ads with $1,000, but quickly increased their spend after repeatedly obtaining high-quality leads on the platform. The team's primary approach was to advertise on topics whose audiences matched their potential customer profiles. Mulesoft also experimented with top-of-funnel and mid-funnel campaigns.
Click on the image to enlarge

Their Creative

Targeting the right audience

By targeting advertising in Quora spaces, Mulesoft was able to reach audiences who may be familiar with their brand or interested in the solution they offer.

Their Advice

Optimize ads for your funnel

As they were testing different campaigns, MuleSoft delivered ads that optimized for discovery and awareness. They recognized that users may already be familiar with Mulesoft, so they also created ads geared toward those who were aware of their brand.

Their Results

Double-digit improvements

MuleSoft's conversion rates and cost per lead are double-digit improvements compared to other digital ad channels. MuleSoft was also pleased by Quora's lead quality. When looking at lead to MQL conversion rates, Quora performs just as well and in some cases better than main platforms such as Facebook, LinkedIn, and Twitter.
The ability to advertise on Quora’s highly engaged topics has been perfect for MuleSoft. B2B advertising is difficult with other social media channels, but the lead quality and conversion rates from Quora have made it to be a valuable part of our marketing mix.
Ken Tien

Ken Tien

Demand Generation Programs Associate

Mulesoft
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