A buying signal, or trigger event, is a change at a company that makes your offer more relevant now. SYNC by iSyncSO uses them to decide whether to write at all, and to whom.
A change you can point to: a new vacancy, a change of leadership, a new location, the company in the news. On its own, a signal says something happened. It does not yet say the company needs what you sell, or who there would care.
Email addresses and phone numbers come from a lookup provider. SYNC keeps the page it read and the day it read it, reuses a page for at most seven days, and reads the accounts you are working again every week, so a new signal shows up with its date.
A signal becomes a reason to write only when it meets the criteria written for your offer: up to twelve, proposed from what SYNC learned about your company and from how you recognise a good prospect. You can reword, weight or strike any of them.
Each company lands in a tier from A to D. A and B are worked; C and D are left alone, with or without a signal. A criterion without evidence is marked “could not establish” and is never guessed.
A change at a company touches more than one person. SYNC maps the buying group (or buying committee) in seven roles: economic buyer, champion, user, influencer, blocker, indifferent and unknown. Each person gets their own angle on the same change. Users hear first and buyers last, and blockers are never written to.
On the release desk you see the reason for writing, its source and its date, next to the draft. Every account starts with approval on each message, so you decide whether the reason holds before it goes out.
No reason, no message. An account without one is left alone. Read the accounts we left alone for what that looks like in practice.