Timing, not leads. ZYNT CEO Cezary Reszel in MamStartup

B2B sales faces an interesting paradox. Finding a contact and sending a message has never been easier, yet earning a response is becoming increasingly difficult. Automation has increased the scale of prospecting, but it has not solved its biggest problem: poor timing. This is the central argument of Cezary Reszel, CEO of ZYNT, in his latest op-ed for MamStartup, one of Poland’s leading startup media outlets. Since the beginning of the year, we have been supporting ZYNT with media relations in Poland and across Europe, building visibility for the company and its founders around AI, sales intelligence and the future of B2B sales.

Agentic AI can increase scale, but it cannot create buying intent

An AI agent can find contacts, collect information, draft messages and schedule follow-ups. It cannot, however, make a potential customer ready to buy. As Cezary explains, competitive advantage in B2B sales no longer comes from sending the highest number of messages. It comes from recognising the moment when reaching out actually makes sense. Instead of asking only “Who should we contact?”, sales teams also need to understand “Why now?”.

The answer can be found in buying signals such as hiring activity, international expansion, leadership changes, winning a tender or investing in a new business area. A single signal rarely provides enough context, but combining several events can reveal what is really happening inside a potential customer’s organisation. This is the idea behind ZYNT, a B2B sales intelligence platform that uses data and AI to help companies identify the right sales opportunities at the right time.

From technology company to an expert voice in B2B sales

For technology startups, a strong product is only the starting point. Building a category also requires taking a clear position in the wider discussion around the problem the company solves. That is why our communications work with ZYNT goes beyond promoting the platform itself. Together, we develop narratives around the changing nature of prospecting, agentic AI, buying signals and go-to-market strategies. We previously helped ZYNT share its London expansion plans with the British startup publication StartupRise. Today, we are strengthening Cezary Reszel’s expert position in leading Polish startup and business media.

At Commly, we specialise in PR for startups, scaleups and fast-growing technology companies. We come from the startup and venture capital ecosystem, so we understand that communications should do more than generate media coverage. It should support sales, fundraising, international expansion and founder credibility. Our PR and media relations services are always aligned with our clients’ business goals, turning expert media visibility into a practical tool for growth.

Read Cezary Reszel’s full op-ed in MamStartup.