When to use
You have:
6sense intent signals and want to move from insight → activation.
You’re struggling with:
low match rates or unable to activate those accounts in ad platforms.
You want to:
prove that intent changes from 6sense actually lead to high-quality conversions.
Tools You’ll Need:
6sense:
Provides lists of accounts showing intent (researching your category)
CRM:
To push your 6sense data into
Primer:
Connect your CRM, pull in your 6sense data and build better audiences
Ad Platforms (Meta, Google, LinkedIn):
Where you activate the audiences for ad campaigns
Primer Pixel
Tracks down-funnel outcomes and conversions.
Launch Checklist
6sense data:
imported into Primer
Audience:
built in Primer & synced to platforms
Campaign:
launched targeting matched list
Baseline metrics:
captured for comparison
Conversion tracking:
connected (CRM/Pixels/CAPI)
6sense gives you account-level intent data, but limits you to activating it in LinkedIn or their own DSP. Primer turns 6sense account data into matchable audiences, syncs them into ad systems, and helps you measure whether those intent flagged accounts converted because of your outreach.
Prerequisites:
6sense list exported
Primer synced to ad platforms
Conversion tracking active
Step 1
Export 6sense Intent Accounts
Export a list of accounts flagged by 6sense for current intent (e.g., “in-market”, “researching competitor”, “buying now”) as a CSV.
Or ideally push this data into your CRM so Primer can dynamically import it.
Warning:
Primer does not have a direct 6sense integration. Unfortunately they see us as competitive.
Step 2
Build the Audience in Primer
Import the 6sense account list into Primer via the CRM integration or CSV.
Add contact-level descriptors (titles, seniority), exclude low-fit companies (agencies, students).
Sync the audience to your ad platforms (Meta, Google, LinkedIn).
Pro Tip:
Create separate segments:“Intent accounts – high fit” vs. “Intent accounts – medium fit”. Then compare performance across them.
Step 3
Launch Targeted Campaigns
Create campaigns on Meta, LinkedIn, Google using your matched audience.
Consider A/B testing: audiences synced directly from 6sense vs. the 6sense+Primer audiences.
Tip:
Use dynamic messaging referencing the intent behavior (“Considering switching from X?”).
Principle
Impact
6sense shows which accounts are in market, but can’t reach who within them matters.
Primer enriches intent accounts with verified contact-level data, ensuring ads reach real decision-makers.
6sense lists are hard to activate — limited identifiers and channel coverage.
Primer converts domain lists into matchable audiences and syncs them to Meta, Google, YouTube, and more.
6sense stops at insights — no built-in lift or performance measurement.
Primer measures incremental impact through holdouts and conversion-lift analysis, proving which ads drove pipeline.
Step 4
Measure Down-Funnel Impact
Compare pipeline value generated from intent-audience campaigns.
Use a holdout group of intent accounts not served ads to quantify incremental lift.
Tip:
Look for conversion rate lift and lower CPL/CPQL vs standard audiences.
What to expect
Typically we only recommend this play if your website traffic is >100K/month and you want to be more targeted, focused, and efficient with your retargeting spend to go after higher value visitors.
Metric
Match Rate
Intent only (no Primer)
~28%
6sense + Primer matched
~63%
Change
+35 pts
Metric
Conversion Rate
Intent only (no Primer)
11%
6sense + Primer matched
19%
Change
+73%
Metric
CPQL
Intent only (no Primer)
$540
6sense + Primer matched
$310
Change
–43%
