Does Reddit reach B2B decision-makers?

Yes. Three in four B2B decision-makers use Reddit to research purchases. Octane11's Q3 2025 incrementality analysis found Reddit reached 1.66 million target accounts that LinkedIn, Search, Display, and YouTube had not touched in the same 90-day window.

How do you measure Reddit's impact on B2B pipeline?

Octane11 uses account-level incrementality analysis that maps Reddit ad exposure to named accounts in your CRM, then compares reach across all active channels to identify which accounts only Reddit is touching. This connects Reddit spend to pipeline without relying on clicks or last-touch attribution.

What is account-based Reddit advertising?

Account-based Reddit advertising targets specific companies from an ABM list on Reddit. Instead of optimizing for clicks or impressions, it tracks which named accounts in your ICP were reached, and whether those accounts went on to engage with pipeline.

How does Reddit incrementality analysis work?

Octane11's Reddit incrementality analysis matches Reddit ad exposure data against your ABM account list, then cross-references which of those accounts were also reached by LinkedIn, Search, Display, and other channels. Accounts that only Reddit touched are classified as incremental reach.

How many B2B accounts can Reddit reach that LinkedIn cannot?

In Octane11's Q3 2025 alpha program, Reddit reached 1.66 million accounts on the ABM target list that LinkedIn, YouTube, Search, Display, and Instagram had not touched in the same 90-day window. LinkedIn reached only 81,000 overlapping accounts from the same list.

Can you attribute Reddit ads to B2B pipeline and revenue?

Yes. Octane11 connects Reddit ad exposure data to named accounts in your CRM via a server-to-server integration. This maps Reddit reach to account engagement, pipeline creation, and closed revenue without relying on clicks or last-touch attribution.

What is the cost advantage of Reddit ads vs LinkedIn for B2B?

Reddit is less saturated than LinkedIn for B2B audiences, which typically means lower CPMs and less competition for the same decision-maker audience. Reddit is the second-largest B2B decision-maker audience on the web, and early movers benefit from lower costs before the channel becomes crowded.

Is Reddit a good channel for account-based marketing?

Yes. Three in four B2B decision-makers use Reddit to research purchases before engaging vendors directly. With Octane11's account-level measurement, marketers can target specific companies from an ABM list on Reddit, then track which named accounts were reached and whether those accounts went on to create pipeline.

Analytics

Reddit is reaching your target accounts. You just can't see it yet.

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The Measurement Gap

Your buyers are on Reddit. Your reporting says otherwise.

Three in four B2B decision-makers use Reddit to research purchases. They compare vendors in subreddits, ask peers which tools work, and read threads that shape their shortlist weeks before they fill out a form on your site.

If you're like most marketers, your reporting captures none of that. Clicks and CPMs confirm that ads ran. They do not tell you which accounts saw them, whether those accounts match your ICP, or whether Reddit is reaching companies your other channels have never touched.

"We had no idea Reddit was touching our target accounts. When we ran the incrementality analysis, it was reaching 1.66M accounts that LinkedIn, Search, and Display were all missing. That is not a rounding error."

VP of Demand Generation FinServ Alpha Participant, Octane11 Q3 2025

3/4

B2B decision-makers use Reddit to research purchases

They show up weeks before engaging any vendor directly. Your budget chases them across multiple sites, while they decide on Reddit.

Source: Reddit internal data, 2024

2nd

Largest B2B decision-maker audience on the web

Reddit delivers lower CPMs and less competition for the same audiences. Early movers have a real cost advantage.

Source: Reddit audience data, 2024

Pipeline attributed to Reddit in most B2B dashboards

Reddit usually shows as zero because nobody has connected account-level data to their CRM. This report covers the four-step setup that fixes that.

Source: Octane11 platform observation

1.66M

Target accounts reached only on Reddit, invisible to every other channel

Other channels miss them entirely. Same ABM list, same 90-day window. Full breakdown and methodology in the report.

Source: Octane11 Reddit Ads Alpha Program, Q3 2025

Incremental Accounts Reached by Channel · Q3 2025 Alpha

Reddit Ads

1.66M New

Paid Social

81K Overlap

YouTube

240K Overlap

WSJ

45K Overlap

Instagram

2 Overlap

Incremental (new accounts only)

Overlap with existing channels

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What You Get When You Measure It

Account-level Reddit data answers questions your current stack cannot.

The specific companies Reddit is reaching in your ICP

Actual company names from your target list, with impression and engagement data at the account level. You know who you are touching before spending more on creative.

Accounts your other channels have never touched

A proper incrementality analysis shows you accounts that exist only in Reddit's reach. That number is usually larger than expected, and it changes how teams think about channel mix.

Reddit's contribution to closed revenue, not just reach

Ad exposure connects to account engagement, which connects to CRM opportunity. When Reddit shows up as a pipeline number, the budget conversation gets much easier.

ABM audiences built on what buyers actually do

Subreddit activity, engagement timing, and behavioral signals from Reddit combine with your account list to reach companies actively in an evaluation cycle.

Reddit in the same dashboard as everything else

Data flows into Octane11 alongside LinkedIn, Search, and Email. Your team stops toggling between platforms and starts looking at the full picture in one place.

Up and running in four steps, no engineering required

Set up Reddit campaigns as usual, enable the S2S data pipeline, and account-level results appear in your dashboard. The report covers exactly what to do and in what order.

Your target accounts are on Reddit.
Find out which ones.

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