# Guides for people who run B2B demand

> Reference guides for B2B marketers: how budget allocation and attribution work, how to send CRM outcomes to ad platforms, and the rules for outreach and identification in Europe.

How the methods behind Demander work, written so they are useful whether or not you use the product: the maths of budget allocation, the plumbing of offline conversions, and the rules that apply to outreach and tracking in Europe.

- [AI tells in copy](https://demander.to/resources/ai-tells-in-copy/): A field guide to the habits readers recognise as machine-written: punctuation, stock words, sentence shapes, openers and e-mail habits, each described in plain terms with a rewrite.
- [Attribution models explained](https://demander.to/resources/attribution-models-explained/): What first-touch, last-touch, linear, time-decay, position-based, W-shaped and data-driven attribution each do, worked through on one deal, and how self-reported attribution complements them.
- [Buying committee mapping](https://demander.to/resources/buying-committee-mapping/): A practical method for mapping buying committees: the six roles, how to find the people behind them, a coverage score per account, and messaging matched to what each role cares about.
- [Cold e-mail rules by country](https://demander.to/resources/cold-email-rules-by-country/): A country-by-country table of when B2B cold e-mail needs prior consent and when legitimate interest with an opt-out is allowed, plus the GDPR steps that apply across Europe.
- [Company identification and GDPR](https://demander.to/resources/company-identification-gdpr/): How reverse IP and first-party company identification work, which data counts as personal, the consent and legitimate-interest options in the EU, how GPC fits in, and what to keep for how long.
- [Offline conversions](https://demander.to/resources/offline-conversions/): How to send CRM stages back to Google, Microsoft, Meta and LinkedIn so their bidding learns which clicks became pipeline: match keys, timing, hashing, deduplication and consent.
- [Thompson sampling for budgets](https://demander.to/resources/thompson-sampling-budget-allocation/): How Thompson sampling decides where the next euro of ad budget goes, with a worked example weighted by pipeline value, advice on priors, and the limits of the method.

## Related

- [Glossary](https://demander.to/glossary/)
- [FAQ](https://demander.to/faq/)
- [All features](https://demander.to/features/)
- [How it works](https://demander.to/how-it-works/)

---
Source: https://demander.to/resources/ · Demander · reviewed 2026-10-02