How to Build an Audience

This section will guide you through creating different types of audiences step by step.

Adding Filters

Editing Using Summary

Along with traditional filters, you can use our Summary feature to view and modify audience composition directly from the summary charts.

Here’s how it works:

• View Audience Breakdown: See detailed distributions like job titles, seniority, and departments.

• Edit Directly: Exclude or include criteria by clicking on the summary items (e.g., remove students by clicking the "X").

• Update Estimates: Easily adjust your audience and get updated estimates in real-time.

This feature allows you to confirm and fine-tune your audience with a more visual, interactive experience.

Checking Previews

Audience Preview lets you view the specific individuals in your audience and their attributes. Here’s what you can do:

• Browse the first 250 people in your audience to review who’s being included.

• Search by criteria (e.g., company, job title) to confirm that specific people or segments are present.

• Verify accuracy by looking up individuals to ensure Primer’s data reflects real people.

This transparency allows you to fine-tune your audience and ensure it aligns perfectly with your target segment.

Match Rates

Primer offers audience match rates, providing both a projected estimate and the actual match rate after matching is complete. Here's how it works:

• Projected Match Rate: Narrow down your audience to fewer than 3 million people, and an estimated match rate will automatically appear based on our predictive model.

• Actual Match Rate: Once matching is complete, view the actual matched audience size by clicking the View Runs modal.

Timing for Match Rates:

• Google and LinkedIn may take up to 72 hours to fully display.

• Meta matches are typically available within 4 hours.

This feature helps you gauge audience size, which is key for campaign performance. For lead generation, aim for an audience size of 100,000+ to optimize results.

Data Sources

Primer offers a versatile approach to audience building by allowing you to mix and match filter criteria from three distinct data sources. Here’s how you can leverage these sources to create targeted audiences effectively:

Primer's Database:

• Powered by a combination of data providers that underpin other platforms

• Access over 260 million People records with verified job information from the last 270 days. Explore data on more than 15 million companies with at least one employee according to LinkedIn.

Salesforce Integration:

• Build audiences using any field from the Account, Contact, or Lead objects within your Salesforce instance.

• Easily recreate Salesforce reports inside of Primer.

CSV Imports:

• Import lists of companies or people from CSV files.

• Match these imported records against our database to create custom audiences.

Combining Sources:

One of the key features of Primer is the ability to mix filter criteria from any of these three data sources simultaneously. For example, you can build an audience of target accounts stored in Salesforce and then identify specific individuals at those accounts using job title criteria from Primer’s database.

Combine your first-party data with our third-party data effortlessly, enabling more refined and effective audience targeting.

Need help? We're happy to work with you one on one to ensure you can create the audiences you need with Primer! Email us: [e-mail].