How Poyant Engaged Key Industries Through Targeted Outreach

Poyant Signs has been helping businesses bring their brands to life through signage for almost 90 years. From retail locations and healthcare facilities to corporate spaces, banks, restaurants, and entertainment venues, their work is often one of the first things customers see when they walk through the door.

But even a strong reputation needs the right conversations to keep growth moving.

Poyant wanted to reach new companies across several industries, connect with architects and developers earlier in the project cycle, and stay visible around industry events such as Retail Live and NY Build.

SalesAR built a targeted email and LinkedIn outreach campaign around Poyant’s priority industries, regions, company sizes, and buyer roles. The goal was to help Poyant start more conversations with companies that could genuinely benefit from its signage expertise.

The campaign generated 14 qualified appointments, supported by research across 3,322 companies and 13,909 contacts, more than 51,000 delivered emails, and targeted LinkedIn outreach.

About Poyant Signs

Poyant Signs is a U.S.-based signage design and manufacturing company that has been operating for almost 90 years.

The company creates custom signage and visual branding solutions for organizations of different sizes, from local businesses to larger regional and national brands.

Poyant supports companies across industries such as:

Signage is rarely just a visual detail. It shapes how customers experience a location, navigate a space, and recognize a brand across multiple sites.

For Poyant, this created a strong growth opportunity. Its services were relevant to many industries, but each audience needed a different conversation.

The Challenge

Poyant Signs wanted to expand its outreach across several key markets at the same time.

The team needed to connect with companies in healthcare, senior living, retail, sports and entertainment, banking, hospitality, education, and other industries where signage plays an important role in customer experience, branding, and facility operations.

Poyant also wanted to build stronger relationships with architecture and development firms.

This audience was particularly important because signage decisions often begin long before installation. They can start during planning, construction, renovation, or a wider brand rollout.

At the same time, the company had both local and national growth goals.

The campaign needed to reach companies across:

SalesAR had to solve three core challenges:

Goals

Poyant partnered with SalesAR to:

SalesAR’s Strategy

SalesAR created a multichannel outbound campaign using email and LinkedIn.

Before writing messages or launching sequences, the team mapped Poyant’s target market by industry, company size, location, buyer role, and account potential.

This helped identify where the strongest opportunities were and how each audience should be approached.

The campaign was organized around three main directions:

 

1. Architecture and Design Partnership Outreach

For architects, planners, and developers, the messaging focused on early collaboration.

These companies are often involved before a new location opens, before a renovation starts, or before a brand rollout is complete. This gave Poyant a natural reason to enter the conversation earlier in the project cycle.

The outreach positioned Poyant as a signage partner that could support planning, design, construction, and project execution—not only the final installation stage.

 

2. Corporate Outreach Across Key Industries

The second campaign direction focused on corporate and regional companies across healthcare, senior living, banking, retail, hospitality, education, restaurants, and entertainment.

For these audiences, signage was connected to practical business priorities such as:

SalesAR reached out to decision-makers and internal stakeholders working in:

The goal was to reach people who either owned the signage decision or could direct the conversation to the right person inside the organization.

 

3. Event-Based Campaigns

Poyant also wanted to connect with relevant prospects around Retail Live and NY Build.

These events gave the outreach a timely and natural reason to start a conversation. Instead of sending a cold message without context, the campaign could refer to something already happening in the prospect’s industry.

SalesAR supported both pre-event and post-event outreach.

This helped Poyant build visibility before the events and continue conversations afterward, when attendees were reviewing new contacts, potential suppliers, projects, and partnership opportunities.

 

Responsible Team

What SalesAR Implemented

 

1. Targeted Prospect Research

SalesAR researched 3,322 companies and 13,909 contacts for Poyant Signs.

The prospect database was segmented by industry, region, company size, buyer role, event relevance, and local or national account potential.

The research focused on companies in New England, New York, New Jersey, Pennsylvania, as well as national accounts with more than 100 employees.

This segmentation helped the team avoid treating every prospect the same way and gave each campaign a clearer focus.

 

2. Email Campaigns

SalesAR launched targeted email campaigns across Poyant’s priority industries and buyer groups.

Instead of trying to explain everything Poyant could offer in a single message, each sequence focused on the needs most relevant to that specific audience.

The email campaign generated:

 

3. LinkedIn Outreach

LinkedIn was used to support email outreach and create an additional personal touchpoint with relevant prospects.

It gave buyers another way to recognize Poyant, respond to the campaign, or continue a conversation after receiving an email.

The LinkedIn campaign generated:

 

4. Audience-Specific Messaging

The campaign messaging was adapted according to:

This helped SalesAR keep the outreach focused and relevant without overwhelming prospects with a long list of services.

 

5. Event-Based Outreach

SalesAR created outreach sequences connected to Retail Live and NY Build.

Pre-event messaging helped Poyant identify and approach relevant companies before the events, while post-event follow-ups created opportunities to reconnect once attendees returned to their regular business priorities.

This made the timing of the outreach more natural and gave prospects a clearer reason to respond.

Results

The campaign gave Poyant a structured way to reach new companies, reconnect with relevant buyers, and open conversations across several industries.

Main Results

 

Markets and Industries Engaged

The campaign reached prospects across several relevant industries and account types:

The outreach covered New England, New York, New Jersey, Pennsylvania, and larger national accounts.

 

Why It Worked

The audience groups were kept clear.

Instead of treating every prospect the same way, SalesAR separated companies by industry, region, company size, buyer role, and account potential. This gave each campaign a sharper focus.

Email and LinkedIn were used together.

Email made it possible to reach a wider group of relevant contacts, while LinkedIn added a more personal layer and created additional follow-up opportunities.

The messaging focused on what mattered to each buyer.

A facilities leader, procurement manager, architect, developer, and marketing executive do not evaluate signage projects in the same way. The messaging reflected these differences instead of relying on one broad pitch.

Event timing was used naturally.

Retail Live and NY Build created relevant moments for outreach. The messages had more context, and the follow-ups were connected to real industry activity.

 

Client Testimonial

 

The Takeaway

Poyant Signs already had the industry experience, reputation, and service quality. What the company needed was a structured way to bring that value to more of the right people.

SalesAR helped build that structure through targeted research, email outreach, LinkedIn engagement, audience-specific messaging, and event-based campaigns.

The campaign helped Poyant reach thousands of relevant contacts across local and national markets, open conversations across several industries, and stay visible with buyers who may need signage support now or in the future.

For companies with a strong service offering, growth often comes down to timing, relevance, and the right first conversation.

 

LOOKING TO REACH MORE OF THE RIGHT BUYERS?

SalesAR helps growth-focused companies connect with relevant decision-makers through accurate research, tailored messaging, and multichannel outreach.

Whether you want to enter new industries, develop strategic partnerships, support event-based outreach, or build a more consistent outbound channel, SalesAR can help you create a campaign around your market and growth goals.

Schedule a consultation to discuss how targeted email and LinkedIn outreach can help your team create more relevant sales conversations.