Set Up a Cross-Channel ABM Campaign

You can use your CRM account lists to run targeted campaigns across LinkedIn, Meta, Google, YouTube, and Display.

Follow the steps below to set up and launch a cross-channel ABM campaign using imported accounts and persona filters in Primer.

For results and additional setup context, refer to the guide here: ABM Use Case

Steps for Targeted Cross-Channel Advertising:

Import Your Target Account List

You can import accounts into Primer in one of two ways:

• Connect your CRM (Salesforce or HubSpot) and pull in your account lists

• Upload a CSV file with your target account data

Apply Persona Filters

After importing your accounts, apply filters to narrow down to relevant contacts:

• Department (e.g., Marketing, Finance, IT)

• Job Title

• Seniority

This ensures that ads reach relevant stakeholders (e.g., champions, decision-makers).

Choose Channels

Select one or more of the following ad platforms to push your audience to:

• LinkedIn

• Meta

• Google Ads

• YouTube

Then click “Finish & Run” to sync your audience.

✅ Primer handles audience matching automatically. Typical match rates:

• LinkedIn: up to ~85%

• Google: around ~30%

Launch Campaigns in Ad Managers

Go to your selected ad platforms and set up ad campaigns using the synced audiences. Start with awareness-stage ads targeting your refined account + persona lists.

Target Accounts Based on Funnel Stage

Primer supports additional audience segmentation from your CRM:

• Intent-based audiences: Accounts showing buyer intent

• Engaged leads: Accounts that have recently taken action (e.g., content download)

• Open opportunities: Expand targeting to include procurement, finance, and legal stakeholders

Use these audiences to run mid- and bottom-of-funnel campaigns.

Measure Results with Holdout Groups

Primer automatically creates a holdout group for each audience. This allows you to measure the incremental lift of your advertising campaigns — independent of other activities like:

• Sales outreach

• Field events

• Direct mail

With these steps, your multi-channel ABM campaign is now live and measurable across every stage of the funnel.