When a great-fit company visits your site but no specific person is identified, Find Buying Committee surfaces the most relevant decision-makers at that account. This article explains what happens when that discovery is wired up to a webhook — a common setup for tools like Clay.
The three webhook types
In Settings → Webhooks, Knock2 offers three separate webhook types so you can send exactly what you want:
Contact Webhook — fires when Knock2 makes an exact, contact-level match (a specific visitor).
Accounts Webhook — fires when Knock2 identifies a company at the account level.
Buying Committee Webhook — fires when Knock2 identifies a company and then discovers relevant contacts at that account who were not the exact website visitor.
What happens with account-level data
When an account is identified and Buying Committee discovery runs:
Knock2 finds the most relevant people at that company based on your Buying Committee settings (your ranked list of target roles).
Each discovered committee member is delivered to your Buying Committee Webhook as its own contact record.
So a single account visit can produce multiple webhook payloads — one per discovered contact — rather than a single account payload.
Each payload includes the account context (the company that was identified) alongside the contact's details, so your downstream tool knows which account each person belongs to.
This is why the Buying Committee Webhook is separate from the Contact Webhook: these contacts are prospected from the account, not exact website visitors, and you'll often want to route or message them differently.
Tips
Use the Buying Committee Webhook (not the Contact Webhook) if you want these account-sourced people in a dedicated flow.
Discovered contacts consume credits — monitor usage in Settings → Usage.
Use the Test button on the webhook to preview the payload shape before going live.
Questions?
Want help wiring Buying Committee data into your stack? Message us in Intercom or email support@knock2.ai.