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
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
Demand Generation Programs Associate
Mulesoft
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