Primer Raises $12M in Series A

Primer, a San Francisco, CA-based software company that offers hyper-precise targeting for B2B marketers, raised $12M in Series A funding.

The round was led by Craft Ventures with support from Slack Fund and Salesforce Ventures as well as angel investors from Dropbox, Figma, Hubspot, Notion, and Masterclass.

The company intends to use the funds to continue making the product more intuitive, to increase the breadth and depth of data sources and destinations, to roll out new features to help teams more intelligently know which audiences to activate, where, and for what ROI, to further expand the team across engineering, product, and go-to-market.

Led by Keith Putnam-Delaney, Founder & CEO, Primer provides a platform that orchestrates multiple first and third party data sources to create a large B2B marketplace of unified and usable data. Customers leverage data to build hyper-targeted audiences, which can then be activated in any destination – from CRMs to ad platforms. These data sets can be additionally enhanced with data points that make activation in other apps even more effective.

Fast-growing business software companies like Rippling, Air, Vouch, Carta, and Verkada use Primer to power their sales and marketing efforts.