Play · ABM
Primer shows you how much your ads actually move the needle on creating net-new account pipeline — and helps you reach target accounts across channels like Instagram, YouTube, and Reddit, where traditional ABM tools can’t
Most ABM tools measure vanity engagement — impressions, visits, or “lifted accounts.” Primer measures incrementality: how ad-exposed accounts behave differently than control accounts. Then, it helps you activate those audiences on channels where others can’t — from Meta and YouTube to Reddit and beyond.
We wanted to surround our target accounts with ads across multiple touchpoints, especially as we moved into a brand awareness and a sales ‘air cover’ program. There just wasn’t a way to do that effectively through native targeting. We needed to improve match rates.
Step 1
Import your target account list from CRM or CSV. Layer on filters for your buying persona.
Fun Fact: Primer automatically keeps at least 20–30% of accounts in the holdout group for statistically meaningful comparison.
Product example: in Primer's audience editor, a HubSpot list of 412 target accounts narrowed to directors, VPs and C-suite in IT, security and engineering, 2,900 people. Primer holds 82 accounts (20%) back as an unexposed holdout, and the audience syncs to Meta, LinkedIn (as a company-only list of the 412 accounts), Google Ads for YouTube and Reddit.
Step 2
Push your ICP audience to multiple channels:
Fun Fact: Many ABM tools can’t activate effectively on these channels. Primer does it natively with high match rates, allowing you to run ABM ads where others can’t.
Product example: the ABM target account audience added in four ad platforms: a Meta ad set (74% of accounts matched), a LinkedIn campaign using it as a company list (86%), a YouTube ad group in Google Ads (43%) and a Reddit ad group (52%).
Step 3
Primer gives every target account an intent score — Cold, Warm or Hot — so you can watch exposed accounts become more engaged week by week. Look for:
Why this matters: Website Reveal shows momentum well before enough conversions appear in CRM for conversion lift statistical significance.
Product example: the ABM audience's Companies view in Primer. A weekly chart shows the share of the 330 exposed target accounts in Primer's Warm or Hot intent bands rising from 17% to 48% over eight weeks, against 24% for the holdout; the account table shows each company's intent, an eight-week engagement trend and its last activity, with Quarterlane moving from Cold to Warm to Hot.
Step 4
Step 5
Compare conversion and pipeline rates between Test and Holdout accounts. Use Conversion Map to visualize exposure → engagement → pipeline.
Ask Primer
Primer compares conversion rates for exposed target accounts against the holdout.
In Primer: Lift Analysis shows the lift and its statistical significance. Early on it may not be significant; widen the date range as more conversions come in.
Product example: the Lift Analysis in Primer's Conversion Map. Over the last 30 days conversion lift is 9% with low significance; widened to the last 90 days, exposed accounts convert at 18.2% against 13.2% for the holdout, a 38% lift with high significance, at $243 per incremental account.
Ask Primer
Open the ABM Progression report from Primer’s report library to follow target accounts from engaged to new opportunity. Switch to Paid influence to see how many engaged with your ads before each stage.
Ask Primer: ask follow-up questions about any number in the report, like which engaged accounts sales should call first.
Product example: Primer's ABM Progression report from the report library for the last 90 days, beside a chat. 412 target accounts (330 exposed, 82 held out), 158 engaged and 45 with a new opportunity, 12% of exposed accounts against 6% of the holdout; 113 engaged accounts with no opportunity are listed for sales. The Paid influence view then shows how many accounts engaged with ads before each stage: 121 of 158 engaged, 38 of 45 new opportunities and 7 of 9 won deals, $1.4 million of $1.9 million in new pipeline, with LinkedIn, Meta, YouTube and Reddit engagement by account.
Primer isolates ad-driven impact on account engagement and pipeline.
Activate target accounts across Instagram, YouTube, and Reddit — not just display.
Ads reach verified decision-makers inside accounts, not random coworkers.
Most ABM tools measure vanity engagement — impressions, visits, or “lifted accounts.” Primer measures incrementality: how ad-exposed accounts behave differently than control accounts.
Primer automatically keeps at least 20–30% of accounts in the holdout group for statistically meaningful comparison, then compares conversion and pipeline rates between Test and Holdout accounts.
Meta and Instagram, YouTube, Reddit, Google Ads and LinkedIn. Many ABM tools can’t activate effectively on these channels. Primer does it natively with high match rates.
Watch target accounts warm up. Primer gives every account an intent score — Cold, Warm or Hot — and Website Reveal shows momentum well before enough conversions appear in CRM for conversion lift statistical significance. Look for more exposed accounts moving to Warm and Hot than in the holdout, increases in unique account visits from your Test Group vs Holdout and patterns of repeat visits before conversions.
Run for at least 21 days for statistically significant results. Incremental testing requires patience — don’t evaluate results before the holdout group has meaningful activity.
Account-to-opportunity rate rose from 6% to 12% (+100%), with a +38% incremental conversion lift and a $243 cost per incremental account.
Build the audience, sync it to every channel, and ask Primer what it drove.
