Now that you've connected data sources and destinations, it's time to build an audience with Primer.

Building an audience within Primer is done by applying filters.

You can apply filters for both Companies and People but must apply at least one Company-level filter to apply People-level filters. Additionally, you can paste strings of comma-separated values for certain filters like Industry and Title.

Filter Types

Filters with the Primer logo automatically combine and filter data points across multiple providers.
There are 3 different types of filters that you can use when creating an audience:

1st Party Filters

These are filters from either Salesforce or Hubspot that allow you to pull in data from your CRM to use as part of your audience. We recommend using these filters ONLY when trying to build audiences where you want to include CRM data.

3rd Party Filters

These are filters from Apollo, Harmonic, Builtwith, and more that allow you to source net-new data as part of your audience building.


These are previously created Primer audiences and/or CSV uploads from other data sources. You can choose to include or exclude all the records within these previously built audiences when building new audiences.

Where to Start?

If you've connected your CRM and existing 1st party data, the first type of audience we recommend you build is an exclusion audience. This audience can be appended to any future audiences and prevent you from targeting current customers, employees, or competitors.
Once you've built your exclusion audiences, check out the Playbooks Section to get inspiration on how to use Primer for all sorts of GTM motions.