Syensqo is a global leader in specialty materials and advanced polymers, serving automotive, aerospace, semiconductor, and industrial sectors worldwide. Spun off from Solvay in December 2023, the Belgian multinational brings 160 years of scientific heritage to breakthrough innovations, with 13,000 employees across 30 countries and approximately $7.5 billion in annual sales.
Syensqo runs hundreds of vertical newsletters. They're great, informative, educational. Their vast audience, accumulated over years, reads them. But engagement doesn't go beyond reading. Syensqo was sitting on a pile of valuable but fully dormant contacts.
Aside from being leaders in the polymer materials space, Syensqo has another superpower: a group of Executives who believe in the power of AI. And this is how GTM7 encountered Syensqo.
Understand Syensqo's tech-stack and suggest a GTM re-engineered one.
A tech-stack orchestrating multiple platforms to work in harmony.
Running the tech stack to enrich data, categorise via AI, write personalised copies in bulk, send emails in waves, track and categorise replies using AI, push them back into the CRM, and notify the correct sales rep.
Some of the GTM Tech Stack used for the Syensqo Project
Central dataset with geo/company/role attributes
AI-based matching layer pairing master messaging to product verticals
Copywriting waterfall adhering to Syensqo's technical voice
Modular prompts assembling tone and attributes dynamically per row
Every single message was personalised and technically correct
Clay interface showing AI-generated email personalisation
Email wave achieving 50% open rate
The performance gain didn't come from writing better emails.
It came from context orchestration and personalisation.
Valuing the people reached, what they're working on, and what Syensqo can offer them in relation to that.
Once the system is in place, outbound stops being manual and unpredictable.
It becomes a repeatable GTM motion that improves with every iteration.
That's when Clay (and the satellite tools) stops being a tool and starts acting like GTM infrastructure.
The Syensqo GTM infrastructure.
