Target Entire Buying Committees on Reddit
Define target accounts, identify buying committee members (CFO, VP Ops, IT Director), and show role-specific ads to decision-makers on Reddit. Reach technical audiences.
Without ContactLevel
You're targeting accounts, not buying committees. Deals stall when you only reach one person instead of the full decision-making group.
With ContactLevel
ContactLevel identifies all decision-makers at target accounts and syncs them to Reddit as custom audiences. Show CFOs ROI content, IT Directors technical content.
How It Works
Upload list of target accounts
Upload your list of target accounts using Company LinkedIn URLs or Domains.
Select job titles to add to audience
Select your primary target persona (champion) and any other personas from the buying group you'd like to show ads to.
Repeat for additional personas
If you want to show specific ads to specific personas, create a separate audience for each persona (CEOs in one audience, VP of Sales in another etc).
Sync audiences to Ad Platforms
Enable the ad platforms you want to sync to and push your audiences to them one by one.
Set up campaigns on ad platforms
Create an ad campaign for each persona and use persona-specific ad creatives they will resonate with.
Select your Contactlevel audience
In the custom audience section, select your custom audience to target them. Turn off any automatic and AI-assisted targeting on the ad platform.
Track engagement
Go to your Contactlevel dashboard and see clicks and impressions by name and company (impression data available on Enterprise plan).
Set up Notifications
Go to Notifications in the left sidebar, enable Slack and Email notifications to notify your sales team when someone from the audience clicks an ad. You can also set up Webhooks to trigger automatic outreach.
Why It Works
Why ABM on Reddit is limited but worth running
Reddit has weak account-level data. Unlike LinkedIn (which knows your company) or Meta (which can match work emails to user accounts), Reddit users sign up with usernames only. Most don't link their Reddit profiles to their professional identity.
So ABM on Reddit doesn't work the way ABM on LinkedIn or Meta does. You can't say "show this ad to anyone at Acme Corp." Reddit doesn't know who's at Acme.
What you can do: layer your contact list (which contains Acme contacts) with Reddit's interest targeting (subreddits relevant to Acme's industry). The intersection catches the Acme buying committee members who use Reddit.
It's a smaller audience, but it works for tech-forward target accounts.
How buyer group targeting works on Reddit with ContactLevel
The play: build buyer group audiences in ContactLevel (champion, economic buyer, technical buyer per target account), export each to Reddit, layer with relevant subreddits.
Setup:
- Build 4 buyer group audiences in ContactLevel (Champion, Economic Buyer, Technical Buyer, End User per 100-500 target accounts)
- Export each as enriched CSV
- Upload to Reddit Ads as separate Custom Audiences
- For each audience, layer subreddit targeting:
- Champion: r/marketing, r/saas, r/sales
- Economic Buyer: r/cfo, r/finance, r/accounting
- Technical Buyer: r/devops, r/sysadmin, r/cybersecurity
- End User: role-specific subreddits
- Run 4 parallel campaigns with role-specific Reddit-native creative
Match rates per audience will be 30-50%, so each audience size is small (50-200 active matched users per role). This is supplementary to the main LinkedIn + Meta buyer group plays.
What Reddit ABM adds: an unexpected touch in research mode. The CFO who barely uses Reddit but checks r/cfo monthly might see your ROI content in a peer-recommendation context. That's a different signal than the same content on LinkedIn.
When to use this play
Run Reddit buyer group targeting when:
→ Your ICP buying committee uses Reddit (technical buyers, marketers, modern execs) → You're already running LinkedIn + Meta buyer group plays → Your target account list is exec-heavy at tech-forward companies → You can produce Reddit-native creative per role
Skip Reddit buyer group targeting when:
→ Your buying committee doesn't use Reddit (most traditional industries) → You can't produce role-specific Reddit-native content → Your target account list is under 100 accounts (audiences too small)
This is a "10% improvement on top of 90% from LinkedIn + Meta" play. Don't run it alone. Run it as the cherry on top.
Frequently asked questions
Does Reddit have any account-level targeting?
No. Reddit doesn't know who works where. The closest you can get: layer your contact list (which has account info) with subreddit targeting (which has interest signals). The intersection is your audience.
What's the realistic match rate for Reddit ABM audiences?
30-50% with ContactLevel enrichment. Smaller than Meta or LinkedIn match rates because Reddit user data is sparser.
What subreddits work for buying committee role targeting?
Champion (marketing): r/marketing, r/saas, r/PPC. Economic buyer (finance): r/cfo, r/accounting, r/finance. Technical buyer (engineering): r/devops, r/sysadmin, r/programming, r/cybersecurity. End user (varies by role): research role-specific subreddits.
How much budget should I allocate to Reddit ABM?
10-15% of your ABM ad budget. The rest goes to LinkedIn (60-70%) and Meta (20-30%). Reddit is supplementary frequency on top of the primary channels.
Can Reddit ABM work without ContactLevel?
Partially. You can run Reddit ads to subreddit-only targeting. You won't be able to layer your account list. Result: you reach Reddit users in those subreddits but not specifically the people at your target accounts. Less precise.
Does ContactLevel sync ABM audiences to Reddit in real-time?
No. Manual CSV export only. Refresh audiences monthly or when target account list changes significantly.
→ Related: LinkedIn ABM Buyer Group Targeting, Meta ABM Buyer Group Targeting, Contact-Level ABM
