How Stampli Uses Primer to Drive Target Accounts and Prospects Down-Funnel

Stampli’s Challenge: Reaching the Right Buyers on the Right Channels

Sutton Ryan, Demand Generation Manager at Stampli, faced a familiar B2B marketing challenge: LinkedIn ads were effective but limited in reach. Research showed that Stampli’s ideal customers—finance and AP professionals—spent a significant amount of time on Facebook and Instagram. The problem? Native targeting on Meta made it difficult to reach these high-value accounts at scale.

We wanted to improve match rates and get in front of a larger percentage of our ICP, especially as we moved into a brand awareness and a sales ‘air cover’ program,” Sutton explained. “There just wasn’t a way to do that effectively through Meta’s native tools.”

The Solution: Boosting Match Rates and Enhancing Audience Targeting with Primer

Stampli needed a way to:

• Improve match rates on Meta to reach their ICP more effectively
• Run targeted ads across multiple channels beyond LinkedIn
• Provide ad support for sales outreach to warm up prospects

After evaluating multiple solutions, Sutton and his team chose Primer. Unlike Metadata, which focuses more on paid campaigns automation, Primer was purpose-built for audience targeting. The decision was clear:

Primer provided the highest match rates in the market, especially on Meta. Plus, the ability to preview individual-level audience insights gave me confidence that we were reaching the right people.”

The Approach: Surrounding High-Intent Prospects with Strategic Ads

Stampli’s strategy involved layering advertising into their existing lead qualification process:

• B and A Leads: Stampli focused on supporting B leads (low to medium intent) and A leads (demo requests) with targeted ads to keep their brand top-of-mind as prospects evaluated solutions.
• Coordinated Air Cover : They aligned marketing and sales efforts around specific ERP systems, ensuring that outbound outreach was reinforced with ads.
• Incrementality Testing: Stampli also ran controlled experiments to measure the effectiveness of their brand awareness ads on downfunnel conversion rates.

We wanted to surround our ICP across multiple touchpoints,” Sutton said. “Primer made that possible by making our audiences more addressable.”

The Results: Higher Engagement and Improved Down-Funnel Metrics

Early results from Stampli’s campaign experiments showed strong positive signals:

• 7% increase in discovery meeting attendance for prospects exposed to ads
• 13% higher conversion rate from discovery call to demo
• 50% increase in win rate for opportunities influenced by ads (early-stage data)

People are actually mentioning our ads in sales conversations,” Sutton noted. “We’re starting to hear things like ‘I saw your ads on Facebook’—that’s exactly what we wanted.”

Expanding the Playbook: Beyond Meta

While Stampli initially adopted Primer for Meta ads, they quickly saw its impact on other channels like Google Display and YouTube.

We were already using Display for remarketing and account-based targeting, but we hit volume issues,” Sutton explained. “With Primer, we were able to reach the minimum audience thresholds needed to serve ads effectively.”

The Takeaway: Maximizing Reach and Efficiency

For other demand gen teams considering similar solutions, Sutton’s advice is simple:

If you want to surround as much of your ICP as possible across channels and maximize every ad dollar, this is the solution for you.”

By enhancing match rates and expanding reach across multiple platforms, Primer enabled Stampli to turn targeted advertising into a strategic sales enablement tool—keeping their brand front and center for high-value prospects at every stage of the funnel.