Primer for Demand Generation
Drive demos from your ideal customers, cut spend that never becomes pipeline, and show paid marketing’s contribution to revenue. Primer’s research, analytics, and intelligence show what’s working and where the next dollar should go.
Product example: a grid of cost per qualified opportunity by audience and channel for Demand Gen – Finance Leaders. Controllers cost $2.4K per opportunity on LinkedIn, Finance leaders $2.0K on Meta, Broad finance $12.6K; Controllers on Meta is untested, and Primer suggests testing it.
Primer suggests plays worth testing for your buyers and your business, drawing on competitor research, relevant benchmarks, and what your current campaigns are telling you about qualified demos and pipeline.
Research competitors
“What messages and offers are our competitors using?”
Review public ad examples, see which offers competitors lead with, and find one worth testing.
Get a recommended test
“What should we test next to generate qualified demos from this ICP?”
Get a proposed test with the audience, offer, channel, and how you will judge it.
Find an opportunity in your results
“Which audiences or channels are producing opportunities we should investigate?”
See which good-fit buyers convert, including the ones your targeting misses.
Product example: asked what messages and offers competitors use, Primer shows public ads from Closewise and Auditrail on LinkedIn, Meta and Google (a gated checklist, an ROI calculator and a demo ask) and proposes testing an ungated ROI calculator for controllers.
Product example: a Suggestions for you panel with a new play open: Controllers convert at $2.4K per opportunity on LinkedIn while Meta is the lowest-cost channel, so Primer proposes testing Controllers on Meta with an ROI calculator for six weeks against LinkedIn. A second suggestion warns that Broad finance lead volume is steady but fewer leads become opportunities.
Product example: a conversion map of 48 qualified converters, 35 inside your audiences and 13 outside. A cluster of six Marketing Operations leaders sits outside your targeting, and Primer suggests a focused test.
Combine your ICP with buying intent, website engagement, CRM activity, and imported signals. Activate audiences across every major digital advertising channel with high match rates.
Product example: the People tab of the SaaS Finance Leaders – In market audience (2,140 people), each person tagged with why they are in it, such as Hot intent or a pricing-page visit. Two joined today. The history shows 38 joined as intent rose, 12 left after becoming opportunities, and a sync to LinkedIn, Meta and Google Ads.
Pick a campaign for the buyers you want to reach, the signals you have, and the next step you want them to take, whether that’s a demo, a return visit, or a conversation with sales.
Generate demos from your ICP
Act on buying signals
Continue the conversation
Reduce wasted acquisition
Product example: LinkedIn and Facebook ads offering an ROI calculator to controllers and finance leaders. Over six weeks the calculator produced 27 qualified demos versus 14 for the demo ask, and 9 of 12 opportunities started with the calculator.
Product example: the Companies tab sorted by intent, showing Ledgerloom and Harborline turning Hot this week and Finch & Field turning Warm, with company size and engagement signals. A play runs when intent turns Warm or Hot; 18 of 41 qualified demos came from this audience.
Product example: one buyer's journey, Hannah Weiss, Controller at Finch & Field: attended Close Summit, downloaded the close checklist, clicked a LinkedIn ad and requested a demo, after which she was suppressed. The follow-up play brought 37 demo requests and 11 qualified.
Product example: exclusion audiences for customers (18.2K), companies under 50 employees (2.6K) and recent demo requests (640), applied to Meta Advantage+ prospecting and Google Performance Max. Since then, cost per qualified demo fell from $1.9K to $1.4K and leads inside the ICP rose from 41% to 63%.
Primer compares where your budget goes with where qualified demos and opportunities come from. It flags spend reaching outside your ICP and recommends where to cut, where to tighten targeting, and where the next dollar should go.
Product example: asked what to change before spending more, Primer finds that most new leads for Demand Gen – Finance Leaders come from companies under 50 employees, outside the ICP: 231 leads and 2 opportunities, versus 142 leads and 19 opportunities in the ICP. It recommends excluding companies under 50 employees from the audience, which the marketer can apply or decline; budget and campaign settings stay with the team.
See which ad sets take budget but rarely produce opportunities, and which leads come from outside your ICP.
Exclude the companies and roles that don’t convert, then validate the audience before it syncs.
Shift budget toward campaigns that produce qualified demos, and test the change with a holdout.
Connect campaign performance to the people and companies moving through your funnel. See which campaigns produce qualified demos that become opportunities, use holdout tests to separate what advertising adds from what sales would have closed anyway, and bring your CFO a case built on pipeline and revenue.
Qualified demand
Early warnings
Product example: a qualified-demand report for Demand Gen – Finance Leaders over 60 days: 253 demo requests, 41 qualified demos and 12 opportunities worth $296K, by ad set with cost per opportunity, last touch. Primer suggests investigating Marketing Operations leaders, 6 of 13 qualified converters outside your audiences.
Product example: a weekly view of the Broad finance Advantage+ ad set where leads held at 13 to 16 a week while opportunity conversion fell from 4.1% to 0.6%, flagged as a warning to review before adding budget.
See which campaigns and audiences are associated with qualified demos, opportunities, and revenue.
Hold out part of an audience to estimate what advertising adds on top of sales outreach and other channels.
Report lift with a range, alongside first-, last-, and any-touch attribution views.
How a marketing team of one 4.7×’d demand-gen sourced pipeline while getting 3× more efficient.
“By rebuilding our funnel and tightening targeting with tools like Primer, we 4.7×’d demand-gen sourced pipeline and improved pipeline-per-spend by ~300% in four quarters.”
TimoDemand Gen, Cyberhaven
Yes. Combine your ICP with available buyer intent, website activity, CRM fields, and imported signals to define who to reach.
Define your audience in Primer and sync it to supported destinations. Matching, campaign types, and suppression support vary by platform.
Configure your qualification criteria and funnel stages, then connect conversion data to understand which campaigns and audiences are associated with opportunities and revenue.
Use research, campaign analysis, and relevant recommendations to develop a hypothesis. Investigate downstream results to refine your audience, campaign approach, or investment.
No. Primer’s audience enrichment does not use per-record credits. Plan and destination limits still apply.
Connect your audience, signals, and campaign results—and turn what you learn into your next move.
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