Primer Reviews & Product Details

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.

Primer allows you to target exactly who you want to using your first party data coupled with third party data across the major digital ad platforms for social and search. They also make all of the integrations easy and straight forward so it's quick to implement and get started. You even have the ability to use reliable and accurate occupational based targeting, exclusive to LinkedIn, on other ad platforms (taking advantage of their cheaper costs) with the highest match rates in the industry. Anyone who does b2b marketing should be using Primer every single day. Review collected by and hosted on G2.com.

Initially, the product had some latency and usability issues but as of the recent updated platform roll out those have all been taken care of. Serious kudos to the Primer team for the updated release and all of the white glove service along the way. Review collected by and hosted on G2.com.

The platform is incredibly strong and easy to use—Primer has helped us significantly increase our ROAS on Meta Ads by ensuring our campaigns target the right people. If you're running B2B acquisition campaigns on paid social channels, I highly recommend Primer! Review collected by and hosted on G2.com.

We haven't encountered any significant issues. It would be great to have TikTok Ads as a destination in the future! :) Review collected by and hosted on G2.com.

Primer is awesome for building hyper-precise B2B audiences for paid social, search, & display. This unlocks targeting that was previously only available on LinkedIn on other channels like Google and Meta. It's also great for maintaining ABM / target account lists - since it dynamically reads from your CRM, there's no need to consistently upload new account lists into LinkedIn every quarter. Saves a ton of time and boosts paid program efficacy. Review collected by and hosted on G2.com.

Haven't had any significant problems. It would be cool if they added more destinations like Connected TV platforms, but I hear this is already on the roadmap. Review collected by and hosted on G2.com.

The flexibility of the platform and robust features that allow you to directly integrate data from the CRM and build audiences directly aligned to business goals. We did not experience any big issues during the implementation process.

Without Primer, you're at the mercy of the platforms and if you're focused on ABM, it usually defaults to LinkedIn.

Primer expands the field to enable you to have account targeting on Meta, Google, and more with the ability to export the list so you can format to whichever channel you so choose. I've seen match rates over 60%.

As our business is iterating on our ICP, I am able to quickly get into Primer, choose the right filters and set a regular schedule for them to sync to our ad platforms. As long as our CRM is kept up to date, I no longer have to worry about having to recreate an audience segment, export a list in the CRM and reupload. This opens doors to many directions.

The support and attention you get from the team is amazing and I appreciate them stepping in whenever I have questions/issues. Review collected by and hosted on G2.com.

- There is a limit of contacts per audience you create, but I was informed this will be updated.

- Lack of reporting, be great to have a full view into the audiences being utilized and the traffic that is acquired from the list

- Organizing segments when you have a bunch can be challenging today

- No campaign optimization feature Review collected by and hosted on G2.com.

Primer in itself is an interesting data enrichment tool. I installed it couple of years back to enrich my org's Salesforce lead data with most updated info. We're into $$ financing business to SMB's so it was quite essential for us to have most updated info to qualify the clients we want to provide financing.

Cut to 2023 and we now use Open AI integration to update leads. Primer is at very early stage, it has lot integration issues. I wouldn't recommend the tool to anyone especially post AI era. There are lot of free/better tools available now to enrich your data. Review collected by and hosted on G2.com.

Quite lot of things. The tool has lot of bugs. The integration interface has quite lot of issues and it's outdated. The customer support lacks understanding and it not equipped with the necessary skill set. Plus, the data enrichment isn't unique and has data consistency issues so it will require you quite a bit of manual clean-up.

Also, The tool is not user friendly to set up custom integration rules. Review collected by and hosted on G2.com.