Play · Lead Nurture
You’ve captured webinar sign-ups and demo requests, now keep them moving. Primer helps you upload, segment and activate CRM-nurture audiences across Meta, Google, LinkedIn and more, then measure which ads push them forward. Email alone isn’t enough.
Leads don’t convert in one email or one visit. They drop off at webinar-to-book, book-to-show, show-to-pipeline. Without ongoing activation, your captured leads go cold.
Primer takes your CRM segments (webinar registrants, no-shows, demo-booked) and syncs them into ad platforms with proper segmentation. You serve targeted ads to each stage, and track how ad exposure vs holdouts drives downstream conversions.
We wanted to surround our target accounts with ads across multiple touchpoints. Once we did we saw a 7% increase in discovery meeting attendance for prospects exposed to ads and a 13% higher conversion rate from discovery call to demo.
Step 1
In Primer, choose your CRM data source (Salesforce, HubSpot, etc.). Apply filters like Lifecycle Stage = “Demo Booked”, Status = “No Show”
Combine filters across objects to precisely target the segment you want to nurture.
Warning: Avoid overly narrow filters (<5K matched contacts) to maintain healthy delivery and statistical lift measurement later.
Product example: in Primer's audience editor, a HubSpot segment of leads and MQLs who registered for Q4 webinars and haven't booked a demo, combining the Contact, Campaign and Meetings objects: 6,100 companies and 18,400 people, matching 13,100 to 15,800 on Meta, synced to Meta, LinkedIn and Google Ads with 20% held out automatically.
Step 2
Create separate campaigns by segment like Webinar registrants → retarget to book demos. Demo booked (no show) → retarget to show up / reschedule
Tip: Use creative aligned with stage: educational/top-funnel for early leads; proof/offer + urgency for later stages.
Product example: the lead nurture audience added in a Google Ads YouTube ad group with an educational walkthrough video, a LinkedIn campaign with a customer story and book-a-demo offer, and a Meta ad set with a webinar recap carousel, beside Primer's automatic holdout of 3,680 contacts (20%).
Step 3
Step 4
Step 5
Run campaigns for 14-28 days or until you hit minimum conversions (e.g., demo booked or show-up).
Ask Primer
Compare movement (e.g., webinar → book demo, demo → show up) for exposed vs holdout.
In Primer: the Conversion Map’s Lift Analysis compares exposed leads with the holdout and tells you when the difference is significant.
Fun Fact: Primer automatically sets holdouts, so you know if ads caused the uplift or you would’ve gotten it anyway.
Product example: Primer's Conversion Map Lift Analysis for the lead nurture audience with Demos Booked selected. Over the last 7 days the lift is 3 points with low significance; over the last 30 days 21% of exposed registrants booked a demo against 12% of the holdout, a 9-point lift with high significance, at $405 per pipeline-qualified lead.
Ask Primer
Follow each stage into your CRM — booked, showed up, became pipeline — for exposed leads and the holdout.
Ask Primer: it compares stage-to-stage conversion and cost per pipeline-qualified lead between exposed leads and the holdout.
Product example: asked whether the nurture ads moved webinar registrants forward, Primer reports 21% booking a demo against 12% of the holdout, a 56% demo show-up rate against 38%, and cost per pipeline-qualified lead falling from $620 to $405.
Retargeting CRM segments keeps leads moving toward demo and pipeline.
Ads reinforce nurture across channels—beyond inbox fatigue.
Better message fit means higher conversion at each stage.
You can show ads caused uplift—not just correlation.
Leads don’t convert in one email or one visit. They drop off at webinar-to-book, book-to-show, show-to-pipeline. Without ongoing activation, your captured leads go cold. Ads reinforce nurture across channels—beyond inbox fatigue.
In Primer, choose your CRM data source (Salesforce, HubSpot, etc.), apply filters like Lifecycle Stage = “Demo Booked” or Status = “No Show”, and combine filters across objects to precisely target the segment you want to nurture.
Avoid overly narrow filters (under 5K matched contacts) to maintain healthy delivery and statistical lift measurement later.
Use creative aligned with stage: educational/top-funnel for early leads; proof/offer + urgency for later stages. Create separate campaigns by segment, like webinar registrants → book demos and demo booked (no show) → show up / reschedule.
Primer automatically sets holdouts, so you know if ads caused the uplift or you would’ve gotten it anyway. Run campaigns for 14-28 days or until you hit minimum conversions, then compare movement for exposed vs holdout.
Demo show-up rate from webinar registrants rose from 38% to 56% (+18 pts), webinar → book demo conversion from 12% to 21% (+9 pts), and cost per pipeline-qualified lead fell from $620 to $405 (–34%).
Build the audience, sync it to every channel, and ask Primer what it drove.
