Primer Filter Criteria

Use filters from Primer's database of contacts

Primer's database is built from many of the same data providers that power tools like Apollo.io or ZoomInfo. You can use our firmographic and demographic criteria as filters when shaping your audience.

Available Data Fields

When using Primer's database, you can filter audiences based on various fields:

• Job Title: Up to 255 job titles can be specified. Use the "is" operator for an exact match or the "contains" operator to pull records that contain title keywords. Use the "does not contain" operator to exclude keywords.
• Annual Revenue: Filter companies based on revenue ranges.

• Company Location: Refine searches by country, state, or city.

• Domain: Search based on company websites. Companies not matched will appear in red.

• Founded Year: Filter companies by their founding year.

• Headcount: Target companies based on their size.

• Industry: Filter by industry type (full list here).

• Keywords: Utilize keywords related to company activities.

• Technologies: Includes both front-end technologies found on websites and some back-end technologies sourced from job postings.

• Department & Sub-Department: Filter by specific departments within companies. Inferred from job titles. Not every record will have a department.

• Person Location: Target individuals based on their location, with options to filter by country, state, or city.

• Seniority Level: Inferred from job titles. Not every record will have a seniority.

• NAICS Code: Filter companies using their official NAICS industry classification.

• Degrees: Search for individuals based on their academic degree levels.

• Majors: Filter individuals by their field of study or academic major.

• Skills: Target individuals by specific skills listed on their profiles.

Website Activity Filters

In addition to the filters above, you can also segment audiences based on their interactions with your website:

• Form Name Filter records by the specific name of the form that was submitted on your website (e.g., “Demo Request”, “Contact Us”).

  • Available for: Company and Contact

• Form Submits Filter records based on when a form was submitted.

  • Available for: Company and Contact

  These filters help you build audiences based on real-time form engagement.

No matter what filters you apply, the maximum audience size you can create within Primer is capped at 3,000,000 (both for companies and for people). This will be surfaced at the bottom of the screen and you will not be able to select to 'Finish' the audience until you've pared your audience down below 3m.