# Paste a URL, review a plan, switch it on

> The loop step by step: Demander reads your site, plans personas and messages, makes creatives in your brand, runs campaigns and outreach, and learns from what reaches your CRM.

Demander turns your website into a demand plan, builds everything the plan needs, and runs it across paid, organic and e-mail. Then it keeps adjusting toward the campaigns that produce opportunities in your CRM, inside limits you set.

## The first day

1. **Paste your product URL.** Demander reads the public pages: what the product does, who it is for, pricing, proof, integrations and the competitors you name. The [product profile](https://demander.to/features/product-intelligence/) is there to review, and every proof point it found waits for your approval as a claim before any creative may use it.
2. **Review the plan.** It proposes the [buying committee](https://demander.to/features/personas-and-buying-committees/), or consumer segments for B2C, and checks each persona against market data: where they can be reached, what a lead costs there, and which country rules apply. Then it writes one [messaging system](https://demander.to/features/messaging-and-funnel/) with an offer for every stage of the funnel and a media plan across channels.
3. **Look at the creatives.** Ads in every size, carousels, document ads, short videos, landing pages, posts, e-mails and blog articles, laid out in your [brand](https://demander.to/features/brand-design/). Every line passes the [writing rules](https://demander.to/features/human-copy/) and a claims check before you see it. Edit anything, copy or design, with a live preview.
4. **Connect accounts and choose how much runs on its own.** Connect the [ad platforms](https://demander.to/platforms/), mailboxes and CRM you use, add the [tracking snippet](https://demander.to/features/website-tracking/), and pick an [autonomy level](https://demander.to/features/guardrails/). Campaigns are created paused; nothing goes live until you switch the workspace to live mode.

*Figure: After launch, accounts move through the funnel stages; retargeting by stage brings some of those who dropped out back, and the ones who reach an opportunity are what the budget follows.*

## Every day after that

The loop is a set of scheduled jobs. Each decision is a proposed action that goes through the gate before it runs.

1. **Metrics come in.** Spend, impressions, clicks and conversions sync from each platform every 30 minutes. The tracker records visits and conversions on your site as they happen.
2. **Outcomes go back to the platforms.** CRM stages and on-site conversions are sent to Google, Microsoft, Meta, LinkedIn, TikTok and Reddit as [offline conversions](https://demander.to/resources/offline-conversions/), so their bidding learns which clicks turned into pipeline.
3. **Budget and creatives move.** Every hour the optimiser compares channels by pipeline value with [Thompson sampling](https://demander.to/resources/thompson-sampling-budget-allocation/) and proposes budget shifts, pauses tired creatives and starts new variants.
4. **Accounts move through the funnel.** Each account has a lifecycle stage. As it moves, it joins the matching retargeting list, gets the next sequence step, or is excluded from acquisition spend once it is a customer.
5. **You review what needs you.** Changes inside your autonomy level run and are logged with their reason. The rest wait in your inbox with the evidence, the expected effect and an undo.

## What Demander does and what stays with you

| Demander | You |
| --- | --- |
| Reads the site and drafts the profile, personas and messaging | Review the plan, approve claims, archive or reweight personas |
| Designs and writes every creative in your brand | Edit, approve or reject; set claims you can stand behind |
| Builds native campaigns, audiences and sequences, created paused | Connect accounts, choose the autonomy level, switch to live |
| Optimises budget, bids and creatives within your caps | Set the caps, the change limit and the countries |
| Drafts first messages for LinkedIn, X and Reddit | Review them in bulk and press Send on the platform |
| Reports the path to every opportunity | Keep CRM stages up to date, since the loop learns from them |

## Three modes, one code path

**Dry run** compiles everything and shows you the exact payloads. **Sandbox** runs the whole loop against a simulated market, with no accounts connected, so you can watch budget move before any money does. **Live** sends to the platforms. It is the same code in all three; only the adapters at the edge change.

Planning and writing use Claude when it is configured, and every task also has a deterministic engine, so the loop keeps working without AI. Model output is always validated, linted and gated: money, permissions, compliance and anything irreversible are handled only by plain code.

## Questions

**How long until campaigns are live?**

The plan and creatives are ready to review shortly after you paste the URL. How soon campaigns go live depends on you: connecting accounts, reviewing the creatives and switching the workspace to live mode. Platforms then run their own ad review.

**Do I need to connect ad accounts to try it?**

No. Sandbox mode runs the whole loop against a simulated market. Connect accounts when you are ready to go live.

**What if the plan is wrong for my market?**

Archive a persona or lower its weight and the budget follows. Reject a claim and no creative uses it. Edit any creative, copy and design. Limit the countries in your guardrails and nothing targets the rest. If your website itself has changed, run the analysis again.

**Does Demander replace our CRM?**

No. It reads deal stages and meetings from HubSpot, Pipedrive or Salesforce and uses them to judge what is working, and new leads can be forwarded into the CRM. See [CRM integrations](https://demander.to/platforms/crm/).

## Related

- [All features](https://demander.to/features/)
- [Free snapshot](https://demander.to/snapshot/)
- [Guardrails and autonomy](https://demander.to/features/guardrails/)
- [Pricing](https://demander.to/pricing/)
- [Platforms and integrations](https://demander.to/platforms/)

---
Source: https://demander.to/how-it-works/ · Demander · reviewed 2026-10-02