Case Study: Coupa turns admiration into enterprise action with MarketScale

Coupa boosts peer-led engagement with MarketScale

Coupa, a leader in AI-powered spend management, faced the challenge of turning global admiration for its brand into active market engagement. Their "From Admiration to Action" initiative, supported by vendor MarketScale, aimed to break through the crowded B2B technology space by making its complex AI solutions more tangible and building authentic trust.

MarketScale's solution integrated user-generated content principles into Coupa's "Mind Your Business" campaign and flagship Inspire event. This involved capturing unscripted, peer-led storytelling from executives and practitioners. The resulting videos outperformed traditional campaign assets, accelerated adoption of AI tools, and successfully shifted Coupa's brand perception from a software provider to a visionary, trusted partner.

Coupa