Quora, the widely-used platform for sharing knowledge and expertise, is taking a significant step toward improving its B2B advertising capabilities. In a strategic partnership with Bombora, Quora is integrating advanced account-based marketing (ABM) targeting through the use of intent data and audience insights. This partnership allows advertisers to tailor their campaigns to specific professional segments, creating highly targeted ads that are more likely to reach the right audience.



Bombora’s Role in the Partnership

Bombora, a leading provider of B2B data, offers advertisers detailed insights into their target audiences, covering over 450 audience segments. These segments enable marketers to pinpoint professionals based on criteria such as their job function, company size, industry, and seniority. The collaboration allows advertisers to use this data to identify and reach key decision-makers within specific organizations.



For instance, a decision-maker at a fintech company reading about business strategies on Quora might see an ad for a financial software provider. Similarly, a marketing director at a mid-sized company could be served an ad for a content management solution that suits their company's needs. This level of precision ensures that advertising dollars are being spent efficiently by targeting those most likely to be interested in the product or service being offered.



Bringing ABM to Quora’s Advertising Platform

The new ABM capabilities bring a level of targeting to Quora that wasn’t available before. ABM is a highly focused form of marketing where brands target specific accounts, rather than casting a wide net. Advertisers can now serve ads to decision-makers at particular companies who are most likely to engage with their offerings. This type of targeting is especially valuable in the B2B space, where business decisions are often made by high-level executives and professionals.



By combining Bombora’s intent data with Quora’s contextual targeting options, advertisers can now reach users in highly relevant environments. Whether a user is browsing content about emerging industry trends or exploring successful business case studies, ads can be delivered in a context that aligns with their professional interests, increasing the likelihood of engagement.



Maximizing Campaign Performance with a Global Reach

The partnership is not only powerful because of its data-driven targeting capabilities but also because of Quora’s massive reach. Quora attracts 400 million monthly active users globally, including 100 million users in India. This broad user base offers B2B advertisers the chance to target professionals at scale while maintaining the precision offered by Bombora’s data insights.



This makes Quora an appealing option for businesses looking to expand their reach while also ensuring their ads are relevant to the users they’re targeting. By utilizing this new integration, advertisers can optimize their campaigns and achieve better results.



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Looking Ahead

According to Vinay Pandey, Quora’s Chief Revenue Officer, this partnership represents a major advancement in Quora’s ability to cater to B2B marketers. As Pandey noted, Quora’s platform is built on the premise of knowledge-sharing and attracts a large number of professionals looking for content that aligns with their work interests. With Bombora’s targeting capabilities, Quora is strengthening its position as a leader in the B2B marketing space.