At a glance
| Client background | Canada-based founder running expertise.ai in the CRM / ICP SaaS space |
| Initial problem | Growth plateau and need for a new acquisition channel beyond existing loops |
| Execution cycle | 30 days |
| Selected subreddits | Primary focus: r/CRM |
| Posts / comments | 20 posts; comment follow-ups handled on live threads |
| Removal rate | Early removals occurred; every removed post was republished within 3 days |
| Views | 150,000 total views |
| Leads / conversion | Converted into 1 follow-on SEO engagement |
| What failed | Skill-led content underperformed problem-led CRM stories |
| Commercial outcome | Reddit pilot expanded into follow-on SEO work |
Challenge
expertise.ai is led by a Canada-based founder building a B2B SaaS product in the CRM and ICP workflow space. The team wanted a new acquisition channel beyond its existing growth motion.
Growth had slowed and the founder needed a channel that could create demand earlier in the buying journey. Reddit was attractive, but the team had not yet built a repeatable posting system for professional communities like r/CRM.
Execution
1. Narrow the campaign to problem-native communities
Instead of spraying generic growth content everywhere, the campaign concentrated on CRM pain, blank-field workflows, and ICP confusion inside communities where operators already compare process problems in public.
- Start with r/CRM as the primary distribution surface.
- Use posts that sound like lived workflow frustration instead of polished brand copy.
- Keep the founder voice direct and specific to match subreddit norms.
Campaign history was tracked and adjusted during the first month.
2. Rebuild quickly after the removal wave
The first campaign stretch collided with a broader Reddit suspension and removal wave. Rather than pausing the experiment, removed posts were rewritten, retimed, and re-sent within a 3-day recovery loop.
- Treat each removal as a moderation signal, not a dead end.
- Adjust tone and timing before reposting.
- Keep the reset window short so the campaign does not lose momentum.
3. Shift from feature-first to pain-first content
The posts that described CRM pain and founder frustration won. Posts that leaned too heavily on product skill or capability language drew weaker response and lower view velocity.
- Lead with the workflow problem.
- Use concrete founder language instead of capability claims.
- Let the product appear as context, not the headline.
Results
150K total views in the first month
Across 20 published posts, the campaign reached roughly 150,000 total views during the initial 30-day cycle. That gave the founder a new top-of-funnel source beyond the channels that had already plateaued.
Total views
150K
Execution window
30 days
Posts published
20
Campaign stats for the first Reddit month.
Top threads produced breakout visibility
One r/CRM thread reached about 50K views and another reached about 10K views. The best-performing posts framed CRM issues as operational frustration, which pulled stronger organic reading and sharing than skill-based positioning.
Top thread
~50K views
Second thread
~10K views
Winning angle
Problem-led CRM stories
Problem-led CRM posts created the strongest view spikes in the campaign.
The Reddit test converted into broader growth work
The strongest business result was not just traffic. After the Reddit pilot, the client expanded the engagement into SEO work, turning the initial experiment into a wider growth relationship.
Cross-sell outcome
SEO engagement added
Client status
Named brand, not anonymous
Recovery loop
Removed posts resent within 3 days
What failed
- Skill-led posts underperformed compared with problem-led CRM stories.
- Feature-first hooks did not hold attention as well as pain-first narratives.
- The first wave ran into a Reddit account suspension and removal wave, which forced a faster repost and calibration loop.
Some of the best posts
r/CRM
u/expertise_ai
Our CRM wasn't the problem, we just had no idea who we were selling to.
We kept blaming the CRM until we realized the real issue was that our ICP kept shifting. Once we wrote down the actual buying signals, the pipeline finally made sense.
Open original Reddit post
r/CRM
u/expertise_ai
Starting to think blank CRM fields are better than fake data.
Half-complete CRM records looked healthy in reports but told us nothing useful. The post landed because it framed the pain like an operator problem, not a product pitch.
Open original Reddit post
FAQ
Why did the campaign work despite early removals?
Because the team treated removals as moderation feedback, rewrote the posts, and resent them quickly instead of abandoning the channel.
What content angle performed best?
Problem-led CRM stories outperformed skill-led posts. The audience responded better to founder frustration and workflow pain than to product capability framing.
What was the clearest conversion outcome?
The founder expanded from the Reddit pilot into SEO work after the first month, which made the test commercially meaningful even without publishing every downstream funnel number.
Related cases
Want a Reddit campaign with proof you can reuse?
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