How to Use Quora to Generate Leads for Your B2B Company

Did you know that Quora now hosts over 400 million unique monthly users? 

That’s a vast audience asking questions and searching for trustworthy, insightful answers. Many of these users are professionals, decision-makers, and industry experts—all who could discover your business if you show up with the right answer. 

So, how do you make sure your brand is what they find?

In the B2B industry, generating leads is all about building trust, offering value, and connecting with people who genuinely need your expertise. Quora, a platform designed to foster knowledge-sharing, offers a powerful way to do just that. 

Not only does it connect you with an audience eager for answers, but it also allows you to establish your brand as a go-to source of expertise and reliability. With the right strategy, you can transform these connections into high-quality leads for your business.

Ready to discover how? Let’s break down the most effective steps to make Quora your new lead-generation powerhouse.

Quora Marketing Guide for B2B Success

1. Optimize your Quora profile
2. Identify relevant questions and topics
3. Provide high-quality, value-driven answers
4. Engage with your audience to build rapport
5. Utilize Quora Spaces for Content Distribution
6. Use Quora ads for additional reach
7. Measure and refine your strategy

1. Start with a Winning Quora Profile

Think of your Quora profile as your “first impression.” If someone reads your answer and clicks your profile, they’re likely curious to know more. A complete profile tells them you’re credible, knowledgeable, and, most importantly, approachable.

For a business profile, a well-optimized profile that shows who you are and what your business can offer is crucial. Here’s how to make it count:

• Use a Professional Photo or Logo: Choose a profile picture that represents your brand. For a B2B audience, a clear, professional headshot or company logo works best.
• Write a Compelling Bio: Make sure your bio quickly explains your business expertise and links to your website or LinkedIn. Adding industry-specific keywords to your bio can increase your profile’s visibility in relevant Quora searches.
• Credentials and Links: Add credentials that reflect your expertise. You can even link to a case study, LinkedIn, or relevant blog post, allowing visitors to explore your work further.

By making your profile look professional and inviting, you’re building trust. And as we know, trust is a big part of any buying decision!

2. Find the Right Questions and Topics

Finding the right questions to answer on Quora is like finding your ideal customer—focus on relevancy. You see, focusing on relevant questions is the secret you need to tap into to succeed on Quora. You want to answer questions your target audience is already asking. 

For example, if you’re in digital marketing, you could follow topics like “SEO,” “content marketing,” or “social media advertising.”

• Search by Keyword: Use the Quora search bar to find questions in your niche. Focus on high-engagement questions (those with lots of followers or upvotes). For example, if you’re in SaaS, search for terms like “software solutions for business” or “SaaS implementation.”
• Filter by Follower Count: Look for questions with a high follower count, as this indicates interest and will increase the reach of your answer.
• Follow Topics: Get regular updates when new questions are posted. Quora allows you to follow specific topics, so you’re always notified when new questions arise. Being one of the first to answer a trending question can boost your visibility.
• Look for Competitor Activity: If your competitors are on Quora, follow the same questions they’re answering. This is a great way to engage the same audience with your unique perspective​.

Quick Tip: “Long-term questions with “evergreen” potential (think “how to rank on Google” instead of “SEO trends for 2024”) can be excellent for generating leads as they're likely to attract views over time.”

Related: Create a Engaging and Concise Content

3. Craft High-Value Answers with Subtle Promotion

Writing answers on Quora is where you can showcase your expertise. However, it’s important to focus on helpful, insightful responses rather than overly promotional ones. 

A well-thought-out answer can position you as an industry leader and draw people to your website naturally. So, here’s how to craft good answers:

• Begin with Context: Start by addressing the question directly and showing that you understand the problem.
• Be Specific and Actionable: Offer clear, actionable advice. For instance, if answering a question on digital marketing, explain the steps in detail, and provide examples.
• Add Value with Examples or Data: Include relevant statistics, case studies, or success stories to support your answer. For instance, “According to a 2023 report by LinkedIn, 62% of B2B buyers are influenced by vendor content early in their purchase journey” – this type of data can build trust and interest.
• Use Stories or Real-Life Examples: Storytelling is powerful. Share experiences to make your answers memorable and relatable.
• Include a Strategic Link: Insert a link to a blog post, white paper, or case study, but make sure it’s seamlessly relevant. Instead of saying “Check out our website,” try something more natural, like “You can find more detailed steps in our guide to implementing SaaS solutions.”

Pro tip: “Don't force adding a link to your comment—Quora discourages overly promotional answers, and so do readers. Quora users appreciate transparency, so avoid sounding salesy.”

4. Engage Actively to Build Relationships

Lead generation isn’t just about driving traffic; it’s also about building rapport. Engaging with other users’ answers, commenting, and leaving upvotes can help you become a recognized figure within a community.

You see, Quora is all about community and engagement. So make sure that once you start posting answers, take the time to interact with others on the platform:

• Respond to Comments: If users ask follow-up questions on your answers, respond thoughtfully. Each interaction is an opportunity to showcase your expertise and foster trust.
• Comment Thoughtfully: Leave insights on other answers or thank those who contributed valuable perspectives.
• Ask for Upvotes or Shares: When appropriate, encourage users to upvote if they found your answer helpful. This can increase your answer’s ranking, making it visible to a broader audience.
• Follow Influencers and Engage with Their Answers: By following and engaging with industry influencers on Quora, you can expose your brand to a larger audience.

This consistent engagement can increase your visibility, helping build rapport and keep your business top-of-mind for potential leads. For instance, some businesses have received “Ask to Answer” requests on topics in their niche, positioning them as thought leaders in their industry​.

Did you know? Ask to Answer(A2A) “Do not force adding a link to your comment—Quora discourages overly promotional answers, and so do readers. Quora users appreciate transparency, so avoid sounding salesy.”

See how to generate quality B2B leads.

5. Leverage Quora Spaces to Share and Curate Content

Quora Spaces allows you to share content and interact with others who are interested in your industry. Think of it as a micro-community for specific topics:

• Join Relevant Spaces: Start by searching for Spaces that align with your industry, such as “B2B Marketing Strategies” or “SaaS Solutions for Business.”
• Share High-Quality Content: You can post links to relevant articles, reports, or white papers that your audience will find valuable.
• Start a Space: If there isn’t already a Space that matches your niche, consider starting one. By curating relevant content and fostering discussions, you position your brand as a valuable resource.

Wishpond and other companies have used Spaces to attract more focused followers and drive leads back to their websites. This targeted strategy has proven to generate sustained engagement and build brand awareness.

6. Use Quora Ads for Targeted Lead Generation

Quora Ads can give your content a targeted push, particularly useful for B2B brands looking to reach a wider audience. Here’s a quick look at how you can use Quora’s advertising features:

• Sponsored Answers: Promote a valuable answer that already has an engagement to boost its reach.
• Quora Lead Gen Forms: A recent addition, Lead Gen Forms lets you capture leads directly on Quora without them leaving the platform – a great option for top-of-funnel B2B engagement.
• Target by Interest or Topic: You can choose to target users based on specific topics they follow, ensuring that your ad reaches a relevant audience.

For example, B2B companies like Thrillax reported seeing a significant lift in leads by using Quora Ads to reach decision-makers in their target sectors.

7. Track and Optimize Your Results

Finally, tracking your performance on Quora is essential to understand what’s working and what isn’t. Here are a few key metrics to monitor:

• View Count: Shows how many people viewed your answers – useful for gauging interest.
• Engagement (Upvotes, Shares): Helps you identify which answers are resonating most.
• Click-through Rate on Links: Measure how many users clicked through to your site, helping you see which answers are driving traffic.

Use this data to refine your strategy. If one topic is bringing in more views and upvotes, consider answering more questions in that niche. Analytics can help you make smarter decisions and focus on what drives results, whether it’s more engagement, leads, or overall visibility.

Wrapping Up

Using Quora for B2B lead generation is a powerful, cost-effective way to grow your business by reaching prospects organically. By consistently offering valuable information, engaging thoughtfully, and strategically placing CTAs, you can turn Quora’s active user base into a steady stream of qualified leads.

So, next time you’re thinking about where your business can make a meaningful impact, consider giving Quora marketing a try. It might just become your ticket for B2B sales success!