Connecting a CRM

How Primer connects to your CRM, read-only, to bring in people and companies.

Primer connects to your CRM to pull in the people and companies you already track, so you can build audiences from them. Primer supports HubSpot and Salesforce.

Connections are read-only

Every CRM connection is read-only. Primer reads records from your CRM to build audiences; it never writes, edits, or deletes anything in your CRM. You authorize the connection over OAuth and can revoke it at any time.

How often Primer refreshes

After the first sync, Primer re-reads your CRM on a schedule — roughly once a day — so audiences stay current as records change. A field, list or segment you just created in your CRM shows up in Primer after the next refresh, not instantly, so a brand-new list can take up to a day to become filterable. If something's still missing after that, check it's populated and visible to the connected user (for HubSpot, that you're in the right full vs. companies-only mode; for Salesforce, that the field maps and isn't empty).

Enrichment after each sync

Expand a connected CRM under Connections to see, per object (contacts, leads, accounts, companies):

• Size — every record Primer read.

• Enrichment rate — the share of records Primer enriched from its own data.

• Available — the distinct people or companies audiences can use.

• Enriched — the distinct people or companies Primer enriched.

• Unenriched — people Primer can still target by their own email or LinkedIn, though it has no extra data on them (people only; companies show "—").

• Unresolvable — records Primer can't use for targeting.

• Duplicates — records that repeat someone already counted.

Which CRM

• HubSpot — connect with OAuth; choose whether to include contacts.

• Salesforce — connect with OAuth; the connecting user needs the API Enabled permission.

Each organization connects one account per CRM — once HubSpot or Salesforce is connected, you get a Disconnect option rather than a second Connect. To point Primer at a different CRM account, disconnect the current one first.

If your data isn't in a supported CRM, you can import a CSV, or push records via S3 or the API.