Play · Opportunity Acceleration
Closing deals takes more than one champion. Primer lets you reach everyone influencing the purchase — finance, IT, legal, and exec sponsors — across Meta, Google, and LinkedIn. With holdouts and conversion-lift analysis, you can finally prove your ads drive opportunity progression and revenue.
Most open opportunities depend on a single champion. But if other stakeholders don’t know you — finance, IT, or leadership — approvals slow down.
Primer connects to your CRM so you can build audiences. You’ll reach every stakeholder at in-pipeline accounts with ads that build awareness, trust, and consensus — then prove their impact through holdout testing and conversion lift.
We wanted to accelerate the sale cycle. We knew marketing could step up to build awareness and familiarity among key deal influencers. We ran targeted ad campaigns exposing buying committees to our messaging and saw across the board 31% higher win rates on those deals, 25% bigger deal sizes, and 17% shorter sale cycles compared to the control.
Step 1
Apply filters from the Opportunity object. Layer on filters for IT, procurement, finance, etc.
Warning: Exclude Closed-Won and Closed-Lost to avoid wasted spend.
Product example: in Primer's audience editor, a Salesforce Opportunity audience that excludes Closed Won and Closed Lost, adds the opportunity contact roles and layers on finance, IT, procurement and executive stakeholders: 212 open opportunities and 827 people, 3.9 contacts per opportunity, synced to LinkedIn, Meta and Google Ads with 20% held out automatically.
Step 2
Run creative that reinforces familiarity and value
Use lightweight retargeting or frequency-based sequencing to keep awareness high.
Pro Tip: Pair ad exposure with AE outreach—sales messages land better when the brand already feels familiar.
Product example: the buying-committee audience added to a LinkedIn campaign capped at three impressions a week, a Meta ad set with a customer story carousel and a Google Ads YouTube ad group, beside a frequency-based sequence moving from familiarity to ROI proof to security and customer stories, with 20% of opportunities held out.
Step 3
Step 4
Step 5
Run the campaign for 3–4 weeks to collect stage-change data.
Ask Primer
Compare exposed vs holdout on: Stage progression rate, Win rate, Deal cycle length.
In Primer: the Conversion Map’s Lift Analysis compares exposed opportunities with the holdout and tells you when the difference is significant.
Warning: You’ll need at least 30+ opportunities per group for statistically valid lift data.
Product example: Primer's Conversion Map Lift Analysis for the open-opportunity audience with Stage Advanced selected. Over the last 7 days the lift is 6 points with low significance; over the last 30 days 46% of exposed opportunities advanced a stage against 28% of the holdout, an 18-point lift with high significance, with a 58-day deal cycle.
Ask Primer
Follow every exposed opportunity into your CRM — stage changes, wins and cycle length — against the holdout.
Ask Primer: it compares stage progression, win rate and deal cycle length between exposed opportunities and the holdout.
Product example: asked whether the buying-committee ads moved open opportunities forward, Primer reports 46% stage progression against 28%, a 34% win rate against 23%, deal cycles of 58 days instead of 72 and 3.9 contacts per opportunity instead of 1.7.
Primer broadens exposure to the full buying committee, improving consensus and velocity.
Primer syncs account + contact data directly into ad platforms for in-market acceleration.
Primer’s holdouts and lift tests quantify real pipeline acceleration — not vanity metrics.
Most open opportunities depend on a single champion. But if other stakeholders don’t know you — finance, IT, or leadership — approvals slow down. Primer broadens exposure to the full buying committee, improving consensus and velocity.
Apply filters from the Opportunity object in Primer, then layer on filters for IT, procurement, finance, etc. Exclude Closed-Won and Closed-Lost to avoid wasted spend.
Run creative that reinforces familiarity and value, and use lightweight retargeting or frequency-based sequencing to keep awareness high. Pair ad exposure with AE outreach—sales messages land better when the brand already feels familiar.
Run the campaign for 3–4 weeks to collect stage-change data. You’ll need at least 30+ opportunities per group for statistically valid lift data.
Compare exposed vs holdout on stage progression rate, win rate and deal cycle length. Primer’s holdouts and lift tests quantify real pipeline acceleration — not vanity metrics.
Avg. contacts per opportunity rose from 1.7 to 3.9 (+129%), stage progression rate from 28% to 46% (+18 pts) and win rate from 23% to 34% (+11 pts), while deal cycle length fell from 72 to 58 days (–19%).
Build the audience, sync it to every channel, and ask Primer what it drove.
