How we unlocked a new source of qualified B2B leads by testing Reddit as a demand generation channel for RSM’s professional services.
Industry
Finance
Headquarters
Chicago
Geo targeted
USA
Institution Size
57,000+
The Challenge
As the 6th largest global provider of audit, tax, and consulting services, RSM serves the complex needs of mid-sized and high-growth companies across 120+ countries. But like many B2B marketers, we were facing a sharp increase in customer acquisition costs, especially on channels like LinkedIn and Google, where CPCs had been rising year over year.
At the same time, we were targeting a very specific and highly valuable audience: family offices. These groups typically fly under the radar, but represent a major opportunity for firms like RSM that offer bespoke financial advisory services. The problem? Traditional paid channels were not very efficient in targeting this niche audience and the cost was high.
That’s when we started exploring Reddit. Despite being overlooked in the B2B space, it had a unique advantage: highly active, topic-specific subreddits where members of the family office ecosystem; wealth advisors, analysts, and managing directors; were already engaging in nuanced discussions.
Here’s how we launched a bold, performance-led campaign on Reddit to reach this niche audience while lowering CAC and maintaining the authority of the RSM brand.
The Approach
Audience Research
We began by identifying communities on Reddit where founders and finance leads were already asking the kinds of questions RSM solves every day in subreddits like r/Entrepreneur, r/SmallBusiness and r/Finance. We mapped content themes aligned with Family Office needs, then built a narrative that could show up natively in the conversation.
Creative & Positioning
We wrote copy that matched Reddit’s tone: direct, jargon-free, and human. We avoided the polished corporate feel and instead led with authenticity—messaging that offered help, not a hard sell. Calls to action like “Talk to a growth advisor” resonated far more than “Book a consultation.”
Landing Experience
Knowing Reddit users tend to be skeptical of outbound marketing, we built lightweight, mobile-optimized landing pages that loaded quickly, focused on one pain point, and gave visitors the option to engage on their own terms. UTMs were structured to track every Reddit visit all the way to MQL.
Budget & Testing
We launched with a lean test budget, gradually increasing spend as we optimized. We ran A/B tests across subreddit audiences, creative types (image vs. text), and CTA language. Performance was evaluated weekly with custom dashboards tied directly to Salesforce.
The Results
Thanks to the agility and precision of paid social, we transformed what was shaping up to be an empty room into a full-house networking success.
- ✅ 34% Lead-to-MQL conversion rate (higher than LinkedIn)
- 📉 20% Lower CAC than our average across paid media
- 🏆 Top 3 Most efficient channel during the campaign period
Thiago Silva 