Reddit (NYSE:RDDT) has introduced additional lead generation features for advertisers, including integrations with customer relationship management systems, expanded audience targeting and new measurement partnerships.
The company said the tools are intended to help advertisers connect campaign activity on Reddit with lead generation, attribution and sales pipeline reporting.
According to Reddit, more than 20 million business decision-makers use the platform globally, with nine in 10 having used Reddit to research business products or services during the past year. These figures are based on company-provided data.
Reddit Adds CRM Integrations and Max Campaigns
The new features allow advertisers to direct prospective customers to landing pages or customised forms before routing lead information into their existing CRM systems.
Reddit is also extending its “Max campaigns” product to lead generation. The company said the system automates campaign settings and rotates advertising creative with the aim of optimising campaign performance.
The platform is expanding its audience targeting capabilities through integrations with Bombora, Demandbase, Clay, G2 and Octane 11.
Reddit is also working with Octane 11 and Dreamdata on measurement integrations. These partnerships, which are currently in alpha testing, are designed to connect Reddit advertising activity with attribution and sales pipeline reporting.
HubSpot Integration Enters Beta Testing
A separate integration with HubSpot is being tested in beta as a platform partnership covering attribution, reporting and account setup.
Reddit also plans to introduce Pixel and Conversions API implementation later this year, according to the company.
The company is separately testing in-market audiences in beta through Max campaigns. The feature targets users who are actively researching purchases in categories including enterprise artificial intelligence and cybersecurity.
Reddit said advertisers using in-market audiences recorded an average improvement of nearly 7% in cost per acquisition compared with its other first-party targeting options. The figure represents company-reported campaign data.
Reddit Cites Huntress Campaign Results
Reddit cited cybersecurity company Huntress as an example of its advertising tools in use.
According to Reddit, Huntress used community targeting across advertising placements and reduced its cost per acquisition by more than half across two campaigns.
Reddit also said that 40% of sales-qualified accounts sourced through the platform during the past year subsequently converted into sales opportunities.
The Huntress results and conversion figures are provided by Reddit and do not represent independently verified performance across advertisers generally.