Tapping into Quora Ads to diversify their lead generation efforts
Quora Internal Data
Quora Internal Data
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.
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.
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
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.
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.
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.
Success comes in all sizes
Read more Quora for Business success stories…
Godrej Appliances' journey to elevate brand aspirations through Quora engagement. Learn more
Generating website conversions through targeted Image AdsLearn more
Driving high-quality traffic and reaching users already looking for your productsLearn more
Start reaching your audience today
Create your Quora account and start
reaching your audience today.