Play · Signal-based Audiences
You see which accounts are in market through your signal tools — now use Primer to turn those signals into matched lists your ad platforms can actually serve. Bring signals in from any provider through your CRM or the Primer API, activate across Meta, Google, LinkedIn and measure down-funnel impact.
Signal tools tell you which accounts and people are worth reaching right now: intent, job changes, buying stages, site visits. But those lists are hard to activate in ads — limited identifiers, low match rates, and activation that stops at LinkedIn or the tool’s own DSP.
Primer turns any signal into a high-match ad audience. Any signal provider — Clay, UserGems, Unify, Apollo, 6sense, HubSpot and more — can push data into Primer as a dataset, the same way you’d upload a CSV, or write it to a field in your CRM. Filter on it like any other criteria, sync to your ad platforms, and measure whether the accounts it flagged converted because of your ads.
We use 6sense and we use that initial intent layer to understand what accounts are sort of in market right now. But you can advertise to an account level in 6sense, not the individual, not the personas. So with Primer, we're able to take that initial 6sense intent data and market to the right buyers, everywhere.
Step 1
Every list you bring into Primer becomes a dataset — the same as uploading a CSV — and you can filter audiences against it.
Tip: The API is in beta and opened on request. Contact support@sayprimer.com for access.
Product example: Primer's Datasets page listing lists brought into Primer: UserGems and Clay job changes and Unify intent accounts pushed over the API, beside CSV uploads such as event attendees and a do-not-target list, with a request to the ingest endpoint updating 214 people in the UserGems dataset.
Step 2
Combine signals with OR: a CRM field like 6sense Account is True on the Salesforce Account, or a dataset you pushed in, like UserGems job change is True or Clay job change is True.
Then layer on department, seniority, job title filters, exclude low-fit companies (agencies, students), and sync the audience to your ad platforms (Meta, Google, LinkedIn).
Warning: Signal lists can include broad or noisy companies — always layer ICP filters before syncing.
Pro Tip: Create separate segments: “Intent accounts – high fit” vs. “Intent accounts – medium fit”. Then compare performance across them.
From a customer: “We tracked companies in HubSpot that showed intent but had no way to effectively turn that into targeted ads. With Primer we built audiences, layered in titles/roles, and saw match rates go from ~20% to ~60–70%.” — Director of Growth Marketing, B2B SaaS
Product example: in Primer's audience editor, an audience built on signals: the Salesforce Account field 6sense Account is True, OR UserGems job change is True, OR Clay job change is True from pushed datasets, layered with finance and operations directors and above and excluding agencies and education, split into high-fit and medium-fit segments: 1,300 accounts and 4,800 people synced to Meta, Google and LinkedIn.
Step 3
Create campaigns on Meta, LinkedIn, Google using your matched audience. Consider adding it as a new ad set in your existing retargeting campaigns.
Consider A/B testing: audiences synced directly from your signal tool vs. the same signal run through Primer.
Pro Tip: Consider assigning a higher value to this audience using Value Rules in Meta or Google so your retargeting budget goes towards visitors you know are qualified.
Tip: Use dynamic messaging referencing the intent behavior (“Considering switching from X?”).
Product example: the high-fit intent audience added as a new Meta retargeting ad set with a value rule, a Google Demand Gen ad group and a LinkedIn campaign, beside an A/B test comparing the signal plus Primer audience at about 63% matched with a list synced directly from the signal tool at about 28%.
Step 4
Step 5
Compare pipeline value generated from intent-audience campaigns.
Ask Primer
Use a holdout group of intent accounts not served ads to quantify incremental lift. Optionally set up an A/B test to compare Primer’s enriched audience against your signal tool’s native sync.
In Primer: the Conversion Map’s Lift Analysis compares exposed intent accounts with the ones held out and tells you when the difference is significant.
Tip: Use Meta’s or Google’s Experiment tools for a clean read on lift — not just cost-per-click.
Product example: Primer's Conversion Map Lift Analysis for the intent audience with Qualified Leads selected. Over the last 7 days the lift is 3 points with low significance; over the last 30 days 19% of exposed intent accounts produced a qualified lead against 11% of those held out, an 8-point lift with high significance, at $310 per qualified lead.
Ask Primer
Measure campaign outcomes: reach, qualified leads, cost per qualified lead — broken down by the signal that put each account in the audience.
Ask Primer: it compares match rate, qualified lead rate, CPQL and pipeline for each signal source, so you know which signals are worth paying for.
Tip: Look for conversion rate lift and lower CPL/CPQL vs standard audiences.
Product example: asked which signals turn into pipeline, Primer compares them: the 6sense Account flag in Salesforce drove $1.2M of pipeline, UserGems job changes qualified at 43% for $280, Clay job changes matched 71%, and every signal matched 59 to 71% through Primer against about 28% synced directly.
Primer enriches intent accounts with verified contact-level data, ensuring ads reach real decision-makers.
Primer converts domain lists into matchable audiences and syncs them to Meta, Google, YouTube, and more.
Primer measures incremental impact through holdouts and conversion-lift analysis, proving which ads drove pipeline.
Primer isolates ad-driven impact on account engagement and pipeline.
Activate target accounts across Instagram, YouTube, and Reddit — not just display.
Ads reach verified decision-makers inside accounts, not random coworkers.
Any of them — Clay, UserGems, Unify, Apollo, 6sense, HubSpot and more. Push the signal into Primer as a dataset over the API or as a CSV, or write it to a field in HubSpot or Salesforce, then filter on it.
A list of people or companies you bring into Primer to filter audiences against — the same as uploading a CSV. Datasets can be uploaded in the app, dropped to S3 or pushed over the API. A CSV or S3 file replaces the whole dataset; an API push updates the records it sends.
Send people and company records to a Primer dataset over HTTP with an API key, then filter audiences against that dataset. The API is in beta and opened on request; contact support@sayprimer.com for access.
Yes. If a signal is written to a field — a 6sense flag on the Salesforce Account, HubSpot Buyer Intent on a Company property — filter on that field directly, and combine it with dataset filters using OR.
Use a holdout group of intent accounts not served ads to quantify incremental lift, or A/B test Primer’s enriched audience against your signal tool’s native sync. Look for conversion rate lift and lower CPL/CPQL vs standard audiences.
With 6sense + Primer, match rate rose from ~28% to ~63%, conversion rate from 11% to 19% and CPQL fell from $540 to $310. With HubSpot Buyer Intent + Primer, match rate rose from 35–45% to 60–70% and qualified lead rate from 22% to 43%, with retargeting ROI up from 2.1× to 3.5×.
Build the audience, sync it to every channel, and ask Primer what it drove.
