Primer Reviews & Product Details

Primer offers an extensive integration suite and very straightforward reporting, which makes it easy to operationalize across our marketing stack. The tool also delivers consistently strong contact match rates and provides high-quality third-party contact data that enhances our targeting. I also appreciate the depth of their resource library and support documentation—everything from use-case walkthroughs to implementation guides is clearly explained and genuinely helpful. Review collected by and hosted on G2.com.

The main limitation is the spend caps imposed on Primer audiences. For an established SaaS company with a larger paid media budget, these limits can feel restrictive and require additional planning to work around. Review collected by and hosted on G2.com.

Primer makes it incredibly easy to reach a very specific ICP with precision. The detailed targeting options such as company size, job title, seniority, and industry are highly valuable for B2B audiences, especially on channels where this level of granularity is not available. The platform itself is intuitive and user-friendly, and the onboarding support was excellent. We received hands-on training and clear guidance on how to get the most out of the tool, which helped us ramp up quickly. Review collected by and hosted on G2.com.

I would love to see continued expansion of integrations with additional social and advertising platforms. Some audience segments we build end up being quite small, so it would be helpful to have built-in recommendations on how to broaden them, such as suggested additional job titles or related roles that still fit within our ICP. Review collected by and hosted on G2.com.

Primer is a great tool for B2B companies trying to reach their target audiences on social platforms. The onboarding process was quick and seamless, with hands-on support that got us up and running in a couple of days. The platform itself is intuitive and user-friendly, making it easy to narrow in on your ICP.

I’ve been very impressed with the quality of Primer’s data and the strong match rates we’ve seen across paid channels. It’s great for both ABM and broader demand gen efforts, expanding our reach across multiple platforms.

Integrations have also been smooth. Primer easily integrates with your CRM, and syncing audiences takes just a few clicks. Their customer support really stands out as well: the team is fast to respond, proactive in gathering feedback, and clearly invested in making the product better over time.

Overall, I've been very happy with my Primer experience. Review collected by and hosted on G2.com.

I wish it connected to even more social media channels, but heard that this is in the product roadmap! Review collected by and hosted on G2.com.

This tool enabled us to connect with a specific niche audience and generate a number of qualified leads. Review collected by and hosted on G2.com.

Our audience is highly specialized, and with Primer, we found ourselves restricted by both industry and specific filters. The available audience sizes are also quite small, which prevents us from scaling our ad spend and leaves us somewhat constrained. Review collected by and hosted on G2.com.

Primer provides a simple way for us to reach specific business audiences on the largest platforms - always updated, highly accurate. Without Primer, we'd be shooting in the dark on important ad platforms, making it difficult for us to achieve our ROAS goals. The founder is extremely customer focused as well. Review collected by and hosted on G2.com.

Pricey, but worth it if you invest in the platform and can get the scale. Review collected by and hosted on G2.com.

We saw our reach on paid channels like Meta go up by 50%+ in just a matter of weeks as we switched out our direct 1st party uploads to Primer. Review collected by and hosted on G2.com.

We're looking for more support across multiple channel types like X (Twitter) which they're still building out. Review collected by and hosted on G2.com.

Primer has been instrumental in enhancing our B2B marketing efforts, particularly on platforms like Meta where native targeting options often fall short. Its ability to enrich business email lists has significantly improved our audience match rates, leading to more effective retargeting and the creation of high-performing lookalike audiences. The platform’s intuitive interface and seamless integrations with major ad platforms have streamlined our campaign setup processes, allowing us to reach our ideal customer profiles with greater precision and efficiency. Review collected by and hosted on G2.com.

Would love to use Primer on more channels - Reddit, TikTok, Twitter, etc. Review collected by and hosted on G2.com.

Primer has been crucial to effectively targeting and reaching our ICP and target lists with confidence and ease, especially on B2C channels like Facebook. Not to mention, they have the highest match rates in the game. The days of black box targeting are finally over! Review collected by and hosted on G2.com.

We can't fully leverage the HubSpot integration (currently in Beta) because it doesn't support list membership filters, which is how our target lists are all structured. You can pull in audiences based on all other properties across objects, but some don't populate. It would also be nice to have out-of-the-box reporting capabilities. Review collected by and hosted on G2.com.

Translating B2B audiences and similar targeting to social and ad platforms that run mostly on personal email addresses and identifiers has always been challenging as you're often working off business emails. I've tried a couple of solutions, e.g., running Clay tables (but that burns through lots of Clay credits, and syncing to platforms is a pain), as well as MetaMatch and Bombora (the quality of the audience data is suspect and I got terrible results).

Enter Primer: They do the best job of making it easy to build audiences and sync them with Google, Meta, and LinkedIn as they resolve to identifiers those platforms can ingest. Plus, they allow you to sync with CRMs like HubSpot or Marketo to build additional audiences and use your CRM for exclusion or suppression.

The quality of the data is the best I've seen as we've A/B tested Primer vs. other audience solutions and Primer consistently comes out on top as far as metrics that we ultimately care about like conversions, influenced pipeline, and revenue. I'll always gladly take more qualified traffic over more overall traffic.

You're not forced to talk to a salesperson and simply take their word for it -- they offer a generous free trial that allows you to test out a couple of audiences. Review collected by and hosted on G2.com.

Some features (such as ad destinations of Reddit, X, and TikTok) are beta, but the team works with you to get those set up. It's somewhat manual, but here's hoping they automate the connections or pipes like they did for LinkedIn, Google, and Meta. Like their standard destinations, we've seen improvements when using Primer data for beta destinations like Reddit and X. Review collected by and hosted on G2.com.

Ease of use - connects to CRMs without much hassle and the data quality is solid. Review collected by and hosted on G2.com.

Nothing I dislike at this time. Everything I experience is as advertised. Review collected by and hosted on G2.com.