Most B2B Companies Post in the Wrong Subreddits. Here's How to Find the Right Ones.

TL;DR

Success on Reddit starts with finding the right communities. This guide covers systematic methods for identifying subreddits where your target customers actively discuss problems you solve, including research techniques, evaluation criteria, and a prioritization framework.

Most B2B SaaS companies fail on Reddit because they’re in the wrong rooms.

They post in r/marketing when their customers hang out in r/PPC. They try r/entrepreneur when their actual buyers are in r/msp. They waste months building presence in communities that will never generate business.

Finding the right subreddits is 80% of Reddit strategy. Get this wrong and everything else is wasted effort, no matter how well you follow the Reddit marketing playbook.

The Subreddit Research Framework

Subreddit Research

Systematic process for identifying valuable subreddits

Define Your Buyer Personas

Start with who buys your product. Job titles. Company sizes. Industries. Problems they face. Don’t just list demographics. Think about what they might search for or discuss online.

Generate Initial Subreddit List

Use the methods below to create a list of 30-50 potentially relevant subreddits. Cast a wide net initially.

Evaluate Each Subreddit

Apply evaluation criteria (below) to narrow to 10-15 high-potential communities.

Prioritize and Test

Rank by potential value. Start participating in top 5. Evaluate results. Adjust.

Methods for Finding Subreddits

Method 1: Direct Search

Use Reddit’s search to find communities. Search for:

Your product category (“CRM”, “project management”)
Your target job titles (“marketing managers”, “devops engineers”)
Your target industries (“SaaS”, “e-commerce”, “agencies”)
Problems you solve (“client reporting”, “sprint planning”)

Reddit’s subreddit suggestions appear when searching. Note every relevant community.

Method 2: Competitor Research

Search Reddit for your competitors’ names. Where do discussions about them happen? Those subreddits are likely valuable for you too.

Also check competitors’ websites for Reddit links or mentions of Reddit presence. They’ve already done the research.

Method 3: Customer Research

Ask your existing customers:

Which subreddits they participate in
Where they research work-related topics
Which online communities they trust

Current customers are your best source for where to find future customers.

Method 4: Adjacent Community Mapping

Your target customers have interests beyond your category. A DevOps engineer interested in your monitoring tool also cares about Kubernetes, CI/CD, career development, and maybe homelab projects.

Map adjacent interests. r/homelab often has the same users as r/sysadmin but with different discussion dynamics.

Method 5: Meta-Subreddit Tools

Use resources designed for subreddit discovery:

anvaka.github.io/map-of-reddit - visual map of related subreddits
subredditstats.com - statistics and related subreddit suggestions
redditlist.com - subreddit rankings and discovery

Evaluation Criteria

Not all subreddits are worth your time. Evaluate each on:

Subscriber Count vs. Engagement

Engagement Rate

The ratio of active discussion to subscriber count. A 50K subscriber subreddit with 20 active threads daily beats a 500K subreddit with 3 threads daily.

Check the front page. How many posts per day? How many comments per post? Active communities with medium subscriber counts often outperform giant dormant ones.

Relevance to Your Buyers

Do actual potential buyers post here? Look for questions about:

Tools and solutions (indicating purchase intent)
Problems you solve
Jobs and career discussions (indicating seniority levels)

A subreddit could be relevant to your category but not where decision-makers hang out.

Discussion Quality

Some subreddits are mostly memes. Others have substantive discussions. B2B SaaS marketing requires communities where people actually discuss work topics seriously. These are the same communities where tool recommendation threads drive real pipeline.

Check top posts. Is the content mostly jokes and complaints, or genuine questions and discussions?

Self-Promotion Rules

Every subreddit has different rules about promotion. Some ban it entirely. Some allow it in specific threads. Some are more lenient.

Read the rules before investing time. A subreddit where you can never mention your product might still be valuable for brand building, but prioritize accordingly.

Competitor Presence

Are competitors already active here? If yes, this validates the subreddit’s value but means more competition. If no, it might be an opportunity or a sign the community isn’t valuable. Remember, these subreddit discussions also feed how LLMs recommend software, so showing up in the right communities has compounding value.

73% of valuable B2B subreddits (Internal Research 2025)

have under 100,000 subscribers but high engagement rates.

Category-Specific Starting Points

For DevTools / Infrastructure

r/devops (500K+, very active)
r/sysadmin (800K+, legendary community)
r/kubernetes (200K+, specific but passionate)
r/aws, r/azure, r/googlecloud (cloud-specific)
r/selfhosted (strong preference for self-service tools)

For Marketing SaaS

r/marketing (500K+, broad)
r/PPC (specific, high intent)
r/SEO (specific, practitioners)
r/analytics (growing, technical)
r/digital_marketing (overlap with main marketing)

For Sales / CRM Tools

r/sales (400K+, very active)
r/salesforce (specific to platform)
r/startups (decision makers, early stage)
r/entrepreneur (small business focus)

For Project Management / Productivity

r/projectmanagement (professional audience)
r/productivity (consumer lean but relevant)
r/agile (methodology-specific)
r/Notion, r/Obsidian (tool-specific communities)

For Design / Creative Tools

r/webdev (huge, technical)
r/web_design (design-focused)
r/userexperience (UX specific)
r/Figma (tool-specific, very active)

Building Your Priority List

Score each subreddit 1-5 on:

Factor	Weight
Buyer presence	30%
Engagement rate	25%
Discussion quality	20%
Promotion rules	15%
Competitor activity	10%

Focus your effort on the top 5-10 scoring subreddits. You can’t be everywhere.

Testing and Iteration

Start participating in your top subreddits. After 30-60 days:

Which communities responded positively?
Where did your comments get upvoted?
Which discussions felt natural?
Where did you struggle to add value?

Double down on what works. Exit subreddits where you can’t find your place.

Reddit presence is about depth, not breadth. Better to be known in 3 subreddits than invisible in 20. Once you have your communities selected, focus on building authority without getting banned.

How many subreddits should I target?

Start with 5. Master those before expanding. Many successful B2B Reddit strategies focus on just 2-3 core communities where they’ve built strong presence.

Should I join very small subreddits?

Sometimes. Small subreddits (<10K) can be highly engaged with your specific audience. But they need enough activity to justify your time. A 5K subreddit with daily discussion beats a 50K subreddit with weekly posts.

What if there's no subreddit for my niche?

Your customers are somewhere. They might discuss your topic in broader communities. A vertical SaaS for dentists might find users in r/dentistry even though there’s no software-specific subreddit.

Key Takeaways

Right subreddit selection is 80% of Reddit marketing success
Use multiple research methods: search, competitor analysis, customer interviews, adjacent mapping
Evaluate on engagement, buyer presence, discussion quality, and promotion rules
Mid-size active communities often outperform giant inactive ones
Start with 5 subreddits maximum and go deep before going wide
Test and iterate based on where your participation resonates
Depth beats breadth for B2B Reddit presence