Matching People and Companies from Primer to Leads, Accounts, and Contacts in Salesforce requires a join key, also known as an identifier.
Identifiers on Salesforce objects
By default, Salesforce lets Primer use Work Email as the identifier for Leads and Contacts.
Ideally, Primer would use the Website field when syncing to Accounts. Unfortunately, Salesforce does not allow the standard Website field to be an external identifier. Luckily, Primer has a quick fix. Our customers must create a new custom field and copy the Account's Website value into it. In the next step, we'll walk you through how.