# Reach the whole buying committee at the accounts you chose

> For teams selling to a chosen list of companies: build the list, map the buying committee at each account, target roles at those companies, geofence their offices and move each account by stage.

Demander builds the account list, maps who decides at each company, targets those roles on LinkedIn and Microsoft, draws radius campaigns around their offices and moves each account between stage lists as it engages. Customers and open deals are kept out of acquisition spend.

## Who this is for

B2B teams that sell to a defined set of companies, where several people sign off on a purchase: a budget holder, the person who will use the product, someone technical and sometimes procurement. Deal sizes justify reaching each of them on purpose.

## What usually goes wrong

Ads reach whoever the platform finds cheapest at the target company, often one role, while the others never hear of you. Lists turn out too small to serve, so campaigns sit in review. Existing customers and accounts already in a sales cycle keep seeing acquisition ads paid for by the same budget.

Nobody can say which roles at an account have been reached and which have not, so sales starts every conversation cold.

## How Demander handles it

1. **Build the account list.** Prospect lists come from national business registries, GLEIF, Wikidata, the open web and People Data Labs, ranked by fit with your personas. Company lookalikes of your best accounts become lists too, and accounts also arrive from CRM deals and identified site visits. See [prospecting](https://demander.to/features/prospecting/).
2. **Map the buying committee.** Roles come from your personas, with defaults filled in: an economic buyer above the champion, a technical evaluator for software, procurement for complex purchases. Each role carries titles and synonyms in English, Czech, Slovak, German, Polish, French and Spanish, and every account shows which roles are covered. See [buying committee mapping](https://demander.to/resources/buying-committee-mapping/).
3. **Fill the gaps.** Discovery searches only for the missing roles at each account, up to a set number of people per role and within your monthly credits. It needs a connected Hunter or People Data Labs account.
4. **Target roles at those companies.** On LinkedIn a campaign targets the company list and the role’s titles, job functions and seniority, one campaign per role or grouped, widening from titles to functions to seniority to stay above the 300-member minimum. On Microsoft Advertising, Audience campaigns target LinkedIn profile data: company, job function and industry. See [LinkedIn](https://demander.to/platforms/linkedin/).
5. **Geofence their offices.** Office addresses come from registries, the company website and Wikidata, are geocoded and get a radius campaign that also requires a people layer (titles, functions, interests), so the circle never targets everyone nearby. The radius starts at 1 km and widens to 3 km before the people layer broadens.
6. **Move accounts by stage.** As an account engages it moves from a retargeting list to a nurture list for its next offer to a high-intent list, each with its own ads. Customers and accounts in sales are excluded from acquisition campaigns. See [retargeting](https://demander.to/features/retargeting/).

## Account and office targeting by platform

| Platform | Account list | Office radius |
| --- | --- | --- |
| LinkedIn | Company lists, served from 300 matched companies, combined with roles | Not available: office city, else country |
| Microsoft Advertising | LinkedIn profile company targeting on Audience campaigns | 1 to 800 km |
| Google Ads | Customer Match from contacts who gave marketing consent | From 1 km |
| Meta | Custom audiences from contacts who gave marketing consent | 1 to 80 km |
| X | Not available | Not available: office city, else country |
| TikTok, Reddit | Not available | Not available: country |
| Sklik | Not available | Not available: configured regions, else Czechia |

Prospected people are never uploaded to contact-matching audiences. LinkedIn receives company domains only.

## What to expect in the first weeks

Prospecting can be tried in sandbox without using credits. Live runs use your monthly credits and show the source plan per country, with warnings where coverage is thin. Office discovery and geocoding run in the background every two hours on the public geocoder, which is rate-limited, so large lists take time to geocode; a run you start yourself goes faster.

Account lists sync to the platforms hourly, pushing only the changes. A campaign whose list is still below the platform minimum stays a draft with a “too small to serve yet” note and can launch once the list fills. Scores update as signals arrive and decay overnight, so the high-intent list reflects recent activity.

> **Limits.** Intent comes from your own site, campaigns, e-mail and CRM; Demander has no third-party intent data. Company identification of visitors runs only with a documented legitimate-interest assessment or consent. Customer and deal exclusions compile on LinkedIn, Meta, Google Search and list or geofence Demand Gen ad groups; on Performance Max, Microsoft, Reddit, TikTok, X and Sklik they show a warning instead.

## Which plan fits

Growth is the usual fit: every ad platform, including LinkedIn and Microsoft together, and 1,500 prospecting credits a month. Scale adds 6,000 credits and three brands for programmes across several countries or product lines. Starter allows three ad platforms and 250 credits. See [pricing](https://demander.to/pricing/).

## Questions

**How many accounts do I need for LinkedIn company targeting?**

LinkedIn serves company lists from 300 matched companies. Below that, the campaign stays a draft in live mode until the list fills. Role targeting widens step by step to keep the audience above LinkedIn’s 300-member minimum.

**Does Demander upload prospected people to Google or Meta?**

By default, no. Google and Meta receive only hashed e-mails of contacts who gave explicit marketing consent. The one exception is an opt-in for lookalike seeds, which needs a stored attestation, works only on Meta and LinkedIn and never covers people in the EU, EEA, UK or Switzerland.

**Is office geofencing compatible with GDPR?**

A circle around a business address involves no personal data. Sole traders and addresses that look residential are never geocoded or geofenced, platforms receive only coordinates and radii, and every geofence needs a people layer. Launches pass the gate like any other campaign.

**Can I see which roles we have reached at each account?**

Yes. Each account shows committee coverage: the roles covered by known contacts and the ones missing, weighted and scaled by match confidence. Coverage is part of the account score.

## Related

- [Personas and buying committees](https://demander.to/features/personas-and-buying-committees/)
- [Prospecting](https://demander.to/features/prospecting/)
- [Retargeting by stage](https://demander.to/features/retargeting/)
- [LinkedIn Ads](https://demander.to/platforms/linkedin/)
- [Buying committee mapping](https://demander.to/resources/buying-committee-mapping/)
- [Demander vs ABM platforms](https://demander.to/compare/abm-platforms/)

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Source: https://demander.to/use-cases/account-based-marketing/ · Demander · reviewed 2026-10-02