When to use
You have:
open opportunities in your CRM but pipeline velocity is slow.
You want to:
warm the entire buying committee while your sales team works the account.
You need to:
prove that brand and awareness ads move deals forward.
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.
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)
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.
Prerequisites:
CRM connected
Primer audience sync configured
Conversion tracking connected to capture show-ups / pipeline
Step 1
Build Your Opportunity Audience in Primer
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.
Step 2
Launch Stage-Appropriate Retargeting Campaigns
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.
Principle
Impact
Deals stall when only one contact engages
Primer broadens exposure to the full buying committee, improving consensus and velocity.
CRM data identifies opportunities but not how to activate them
Primer syncs account + contact data directly into ad platforms for in-market acceleration.
Traditional ABM can’t prove influence
Primer’s holdouts and lift tests quantify real pipeline acceleration — not vanity metrics.
Step 3
Run Holdouts to Measure Lift
Run the campaign for 3–4 weeks to collect stage-change data.
Compare exposed vs holdout on: Stage progression rate, Win rate, Deal cycle length.
Warning:
You’ll need at least 30+ opportunities per group for statistically valid lift data.
What to expect
Metric
Before Primer
After Primer
Avg. contacts per opportunity
1.7
3.9 (+129%)
Stage progression rate
28%
46% (+18 pts)
Win rate
23%
34% (+11 pts)
Deal cycle length
72 days
58 days (–19%)
Metric
Avg. contacts per opportunity
Before Primer
1.7
After Primer
3.9 (+129%)
Metric
Stage progression rate
Before Primer
28%
After Primer
46% (+18 pts)
Metric
Win rate
Before Primer
23%
After Primer
34% (+11 pts)
Metric
Deal cycle length
Before Primer
72 days
After Primer
58 days (–19%)
