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Solutions / agencies

New business, without spending your name.

For marketing, sales and creative agencies winning their own clients. SYNC finds the companies with a reason to hear from you, and drafts messages you would be willing to sign.

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  • marketing · sales · creative
  • starts from: a launch, a new site, a new lead
  • sent from your own mailbox

You sell judgement. Your outreach is read as a sample of it.

Your prospects know the trade.Many of them write campaigns and sequences themselves, and recognise a template in the first line.
Referrals carry you, until they stop.Most new work comes through people who know you. When it slows, the pipeline has to be built by hand.
The people who write well are billing.The ones who could write a good first message are the ones on client work.
Your name is the product.A careless email to the wrong marketing director is remembered longer than a good one.

How agency outreach damages the agency.

  1. 01The compliment that proves nothing.Saying you loved their latest campaign, with no detail, reads as invented personalisation.
  2. 02The case study nobody asked for.Leading with your own work tells the reader about you, not about them.
  3. 03The volume.A list, a template and a sequence look like every other agency in the same inbox.
  4. 04The follow-up that does not stop.A string of reminders is what people remember, long after the first message.

Your name is on every message.

The inbox your prospects already have. SYNC is built to send less than this, and only what you would sign.

The same email everyone sends.
From your mailboxIt leaves under your name, with your signature, from your own Outlook or Gmail, and sits in your own Sent folder.
Your house rulesFor each thing you sell: the maximum length, the sign-off, the kind of question a message may ask, and the phrases it may never use. A draft that breaks one of these is refused before you see it.
Your editEvery draft waits on your release desk. You can edit it before it goes out, and nothing is sent until you release it.
Your paceAt most three messages to one person, and three to one account, in any seven days. Never twice to the same person within 48 hours.

What SYNC reads for an agency.

Signals that a company's marketing is about to change, or has changed and not caught up.

Signals SYNC reads for an agency, where it reads them, and what they can tell you
A launch or a new product lineown sitepressWork that needs to be seen, and a page or campaign that may not match it yet.
A renewed siteown siteA brand in motion, and a team deciding what comes next.
A new marketing or sales leadLinkedInpressSomeone new, who may look again at plans and suppliers.
A marketing vacancycareers pageA gap in the team, or a skill they are about to build in-house.
An expansion into a new marketpressown siteA brand that now has to work in another language or region.

A signal is a change you can point to. SYNC keeps the page it read and the day it read it, and re-reads accounts you are working every week. Every signal and every score links to its source. The business case is SYNC's reasoning from those facts.

Who SYNC maps at a prospect.

The marketing director is the obvious name. In a contact plan, the person who would brief you every week hears first.

  1. userThe marketer or content lead who would brief you every week.first
  2. championThe marketing manager measured on the result.then
  3. influencerSales, who live with the leads your work produces.then
  4. economic buyerThe commercial director or owner who approves the budget.last
  5. blockerThe person inside who sponsors the current agency.never
  6. indifferentOperations, untouched by the change.
  7. unknownAnyone SYNC finds but cannot place yet.
In a contact plan, users hear first and buyers last. Blockers are never written to. A contact plan spaces people out: one new person at a time. Who fills each role is worked out per account; the people above are typical, not fixed.
A worked example

A German listing, and no German page.

Not a client result. The company and the details are invented.

from[Name], a brand and web agencyto[Marketing coordinator], [food producer in Gelderland]subjectYour German listing, and the site behind it

Good morning [name],

The trade press wrote in May that your range is now on shelves in Germany. A A buyer or a shopper who looks you up from there finds a site with no German page, so the listing is doing more work than the brand behind it. B

Shall I send you a one-page outline of what a German page would need to carry? C

Kind regards,
[Name], [agency]

An observation, a claim and one question. It waits on the release desk until a person releases it.
  1. personThe marketing coordinator, who would brief the work and feels the gap in every enquiry from Germany.
  2. AobservationThe listing in a trade title, and the company's own site with Dutch and English pages only, both read on the same day. pressown site
  3. BclaimA distribution win the brand has not caught up with. Not a design problem: a findability one.
  4. CquestionA one-page outline: useful even without a reply, and no meeting asked for.

The plan for this account.

  1. firstMarketing coordinatorThe German page, and the enquiries it would answer.
  2. thenMarketing managerWhat the listing is worth if the brand behind it can be found.
  3. lastCommercial directorExport growth, and what it costs to leave the site as it is.
  4. neverThe current agency's sponsorBlockers are never written to.

After five days of silence the plan moves to the next people. Each person gets their own angle.

Left out on purpose.

  • Praise for their packaging.
  • A case study of ours.
  • A request for a call.
  • Anything about the German market we could not point to.

The same four steps, in other markets: a signal, a reading, a person, a subject line.

Illustrations. Not client results.

What SYNC will not do for an agency.

Invent a reason.A criterion without evidence is marked “could not establish”. It is never guessed. No dossier, no message.
Send without you.Every account starts with approval on each send. You can relax that per account, once you have approved enough to trust it.
Write to your clients.Paste in your client list, and those companies are held: no outreach goes to them.
Send LinkedIn messages.SYNC sends email. LinkedIn messages and calls are tasks for you.
Promise a reply rate.We publish no reply rates yet.

Before you decide.

pricing→Free for your first eight accounts. Core is €99 a seat a month, excluding VAT.questions→Twelve questions before you start: day one, sources, replies, leaving.commitments→The rules SYNC keeps, written down so you can hold us to them.

See who should buy from you this quarter.

Free. We open in January.