Three reasons Reddit should be part of your B2B marketing strategy
B2B buying is more complex and involves more decision makers than ever before so how can B2B marketers reach their audiences along the way?
With B2B buying more complex and involving more decision makers than ever before, how can B2B marketers reach their audiences?
Today’s B2B marketers need to reach multiple stakeholders, each increasingly spending more time on independent research, forming opinions on solutions and products, and opting for anonymity until they have gathered enough information and are closer to making a decision. For B2B brands, this means there are less in-market buyers yet most B2B marketing budgets are spent at the bottom of the funnel when it’s too late.
The good news is, it’s not all doom and gloom for B2B marketers. There’s an opportunity to adapt to the evolving B2B landscape and reach audiences where they are gathering information on Reddit, home to the #2 largest audience of B2B decision makers1. Reddit is a valuable addition to a full funnel marketing strategy because Reddit is a place where users are encouraged to engage in authentic conversations, share honest opinions and ask questions.
Reddit is a community for real people not just job titles
Nowadays, B2B decision makers want more personalized experiences that match their B2C journeys. After all, B2B buyers are not monolithic— they have a life outside of work and want to be defined by their passions, not just by their job title. B2B marketers can leverage Reddit behavioral data and intent-based signals to deliver more meaningful messaging where buyers spend their personal time online. Social media provides B2B buyers with opportunities for research, engagement, networking and information-sharing.
71% of all decision makers say social media is influential when they’re researching or considering a new product for their company2
Reddit is where people find community and with 100,000 communities3, there’s a topic for every interest including conversations around B2B brands, job functions, and industries. The business decision makers that come to Reddit are the driving forces in their company’s purchasing processes and 3 out of 4 business decision-makers plan to use Reddit to inform future purchasing decisions4. They come to Reddit to join interesting and honest conversations on subreddits like r/sports and r/healthyliving to r/technews and r/engineering.
Reddit is where B2B decision makers find trusted peer reviews and advice
While there are platforms for professional networking, not everyone has the same preferences when it comes to social media platforms. The anonymity that Reddit fosters encourages users to share their thoughts, opinions and experiences more freely without the concern of it being directly linked to their professional identity. Because Reddit is an environment for candid conversations, peer reviews hold more weight. In fact, 75% of decision makers on Reddit say that Reddit has the most influential perspectives on new business products and solutions5
Reddit is where B2B decision makers take action
When 9-in-10 B2B decision makers on Reddit own the final purchase decision6, you can’t afford to stay in the traditional B2B marketing lane. Reddit ads allow you to break through the clutter, engage your buyers where they find community, and challenge traditional B2B norms. B2B marketers can engage and help their future customers make informed decisions faster by tapping into their audiences in niche communities and actively participating in discussions through media campaigns. Promoted AMAs (ask-me-anything), enables brands to have direct, unfiltered conversations with Reddit users and allows brands to showcase their expertise, address concerns and humanize their interactions.
Reddit’s corpus of B2B information and recommendation helps informs B2B buyers that come to our platform, which is why 78% of decision makers on Reddit agree that “Reddit helps me make faster purchasing decisions when buying business products or solutions." 7
In this fast-paced era, breaking the B2B marketing norms can be the key to standing out. The formula is easy: leverage your customers’ insights to find your people where they find community, humanize the B2B buying experience and create valuable content that can extend and scale.
Ready to get started with your first B2B campaign on Reddit?
1 Source: Global Web Index, USA data, Q4 2022
2, 4, 5, 6, 7Source: Reddit Custom Survey, n=700, April 2023 (US)
3Reddit Internal, Global 2021,