Guides
Guides for people who run B2B demand
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.
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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.
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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.
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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.
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Cold e-mail 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.
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Company identification and 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.
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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.
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Thompson sampling for budgets
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.
See the plan for your own product
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