On December 9, 2024, Quora announced a new partnership with Bombora, allowing business-to-business (B2B) advertisers to target high-value audiences from Quora’s 400 million monthly unique visitors. This collaboration brings B2B audience targeting to Quora’s platform, including Account-Based Marketing (ABM) features.
Advertisers can now leverage Bombora’s extensive data, which includes over 450 B2B audience segments, directly within Quora Ads. The integration allows marketers to target professionals by factors such as job function, seniority, company size, and industry vertical.
Quora’s Chief Revenue Officer, Vinay Pandey, stated, “This partnership represents a significant milestone in Quora’s advertising capabilities and reinforces our position in the B2B marketing landscape. As a platform built on questions and answers, Quora attracts millions of professionals who come to share expertise, learn from peers, and engage with content across their professional interests. Now, with Bombora’s B2B targeting capabilities, we’re empowering marketers to reach decision-makers within their target accounts and industries throughout their natural engagement in this community.”
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The integration offers key features such as:
- Access to Bombora’s Digital Audience data for B2B audience targeting at scale
- ABM targeting to reach specific accounts
- Integration with Quora’s existing contextual targeting options
- The ability to target professional decision-makers within premium Q&A content
Examples of this in action include:
- A CEO, in between business meetings, browses a question on Quora: “What are some inspiring and successful business models of startups?” Bombora’s data reveals the CEO’s company is on the target list of a cybersecurity provider, prompting an ad for that company to appear under the top answer.
- A Senior VP from a leading software company scrolling answers to “What are the top hobbies that make you smarter?” sees an ad for enterprise risk management software. The ad is targeted based on her executive role in the technology sector, leading her to visit the company’s homepage to learn more.
“We’re excited to expand the reach of Bombora’s audiences through our partnership with Quora,” said Mike Burton, Co-Founder and EVP of Strategic Partnerships at Bombora. “Our partnership enables advertisers to reach Quora’s highly engaged user base, delivering a new level of strategic targeting and optimal campaign performance.