When to use
You have:
lists of leads in your CRM (webinar registrants, demos booked, no-shows, SQLs) and want to boost conversion to the next stage.
You’re tired of:
seeing high demo-no-show, low webinar-to-book, or long stalemates after lead capture.
You need to:
prove that ad-nurture campaigns actually move the needle via holdout and lift measurement.
Tools You’ll Need:
CRM (HubSpot/Salesforce):
Allows for audience building from CRM as well as pipeline and closed-won revenue tracking.
Primer:
Filters CRM records and builds matched ad audiences.
Ad Platforms (Meta, Google, LinkedIn):
Where you activate the audiences for ad campaigns.
Ad Platforms (Meta, Google, LinkedIn):
Where you activate the audiences for ad campaigns
Primer Pixel:
Tracks down-funnel outcomes and conversions.
Launch Checklist
CRM:
connected to Primer
Audiences:
synced to ad platforms
Campaign:
live per segment with relevant creative
Conversion tracking:
for next-stage event (demo booking, show-up, pipeline)
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.
Prerequisites:
CRM connected
Primer audience sync configured
Conversion tracking connected to capture show-ups / pipeline
Step 1
Segment Your CRM for Nurture
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.
Step 2
Launch Stage-Appropriate Retargeting Campaigns
Create separate campaigns by segment like Webinar registrants → retarget to book demoVs. 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.
Principle
Impact
Leads stagnate after capture unless re-activated
Retargeting CRM segments keeps leads moving toward demo and pipeline.
Email doesn’t always cut through in long B2B funnels
Ads reinforce nurture across channels—beyond inbox fatigue.
Stage-specific creative + segmentation increases relevance
Better message fit means higher conversion at each stage.
Holdout testing proves ad-nurture impact
You can show ads caused uplift—not just correlation.
Step 3
Holdout & Measure Conversion Lift
Run campaigns for 14-28 days or until you hit minimum conversions (e.g., demo booked or show-up).
Compare movement (e.g., webinar → book demo, demo → show up) for exposed vs holdout.
Fun Fact:
Primer automatically sets holdouts, so you know if ads caused the uplift or you would’ve gotten it anyway.
What to expect
Metric
Demo show-up rate from webinar regs
Before CRM-Retargeting
38%
With Primer CRM-Retargeting
56%
Change
+18 pts
Metric
Conversion rate (webinar → book demo)
Before CRM-Retargeting
12%
With Primer CRM-Retargeting
21%
Change
+9 pts
Metric
Cost per pipeline-qualified lead
Before CRM-Retargeting
$620
With Primer CRM-Retargeting
$405
Change
–34%
