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Earlier this week, I was at our go-to-market summit in Atlanta. While the keynote speaker was sharing motivational stories — I looked at our COO who was nodding politely... and scrolling Reddit on his phone.

Then yesterday, I got coffee with my former VP. We catch up, and after we chat, he’s got Reddit open, deep into a thread on B2B comp structure and industry insights.

Here's what I'm noticing: these aren't isolated incidents.

B2B leaders are quietly shifting from LinkedIn networking to other platforms. They want unfiltered insights, not polished corporate content. This creates a new opportunity for your outbound sales and marketing efforts.

Let’s dive in.

1. Existing Platform Fatigue

LinkedIn turned into one big professional circle-jerk:

• Corporate-safe platitudes because everyone's watching

• Reps shilling courses after hitting quota once

• AI generated content and comments

Contrast that with Reddit:

• Anonymous honesty about what works (and what doesn't)

• No follower counts, no resumes, no performative fluff

• Threads last for years - and rank on Google

It’s similar to Twitter, but easier to categorize and curate your content feeds.

2. The Business Opportunity

Reddit isn’t just a scroll zone - it can a legit business channel.

LaunchDarkly proved it.

But they didn’t just run ads. They embedded themselves in r/DevOps.

No promotion. Just answering technical questions about feature flags, sharing implementation lessons, helping with troubleshooting.

In 6 months they built trust with an audience that's typically allergic to sales - and gathered insights that transformed their entire GTM messaging strategy.

3. What You Can Do - Outbound Tactics

Your outbound motion should follow where attention is shifting. Here’s how:

Step 1: Map Buyer Behavior

• Use Google: reddit.com [your category] recommendations

• Track where your ICP is asking questions and venting frustration

  

Step 2: Set Up Listening

• Subscribe to channels to set-up email alerts on trending topics

• Monitor competitor mentions and sentiment

Step 3: Show Up With Value

• Join the convo as a real human

• Answer with depth, not links

Channels Worth Watching

If you’re in B2B SaaS, sales, or services, start here:

• r/SaaS – Buying behavior, pricing, real reviews

• r/B2BMarketing – Tech stack debates, playbooks

• r/sales – Tool feedback, rep behavior, outreach critique

• r/entrepreneur – Vendor trust, growth pains, team issues

• r/DevOps – Infrastructure, reliability, product gripes

• r/startups – Founder questions on vendors, growth tips

• r/antiwork – cultural sentiment on workplace politics

I use a Claude MCP to feed trending topics and insights into a Notion folder:

Every effective channel eventually gets crowded, but you've got a window here.

Meet your prospects and customers where they are already having real convos.

Until next Thursday,

TSG

P.S. I reply to all emails.