How Poyant Engaged Key Industries Through Targeted Outreach

Poyant Signs is a U.S.-based leader in visual branding, offering custom signage solutions across various industries, including retail, healthcare, real estate, and financial services. With a strong presence in the Northeast and a proven track record with national brands, they were ready to expand strategic reach.

To drive growth across new industry verticals and strengthen design partnerships with architecture firms, the client turned to SalesAR — a proven provider of lead generation for signage design companies and visual branding firms.

Their goal is to connect with qualified decision-makers through personalized outreach across various regions, verticals, and events.

“Working with the team allowed us to scale targeted outreach quickly while maintaining a high level of personalization. The event campaigns especially helped us reconnect with relevant buyers at just the right time.”

The Challenge: Breaking Into Key Verticals and Expanding Design Partnerships

As they looked to scale its outreach and partnerships, it faced several challenges:

• Expand into new verticals: Healthcare, Senior Living, Retail, Sports & Entertainment, and Financial Services
• Build strategic partnerships with architectural and developer firms early in the design process
• Target both regional (New England, NY, NJ, PA) and national brands (100+ employees)
• Leverage industry events like Retail Live and NY Build to generate timely opportunities.

Like many full-service providers, they needed a scalable yet highly personalized strategy — one that reflected the challenges and opportunities typical in lead generation for full-service signage companies.

As a commercial sign manufacturer offering complex custom solutions, the client required a tailored approach to prospecting. That’s where targeted lead generation for commercial sign manufacturers made the difference.

Responsible team

The Strategy: Multi-Step Strategy to Connect the Client with High-Value Leads

SalesAR implemented a multichannel lead generation strategy combining email, LinkedIn, and event-based outreach — an approach designed to support appointment setting for sign manufacturers operating in competitive markets.

Step 1: Target Audience & Research

We segmented outreach based on geography (New England, New York, New Jersey, Pennsylvania), company size, and industry relevance. Our targeting covered two core ICP categories:

Campaigns reached:

1. Architecture & Design Firms: Principals, Developers, Construction Leads
2. Healthcare & Senior Living: Facility Directors, Real Estate Managers, Procurement Officers
3. Retail & Entertainment: Marketing VPs, Brand Managers, Expansion Leads
4. National Accounts: Companies with 100+ employees across the Northeast and beyond

The New England region was a primary focus, with high lead density across verticals including Retail, Healthcare, and sports and entertainment. This geo-targeted approach aligned with regional service capacity and event participation strategy.

Regionally, all business sizes were considered, while national campaigns focused on organizations with 100 or more employees. Our research yielded a pool of over 4,000 companies and more than 8,000 qualified prospects, with the highest density in the Retail (30.7%), Healthcare (26.8%), and Sports & Entertainment (28.4%) verticals.

Step 2: Tailored Messaging & Campaign Design

Campaigns were divided by audience type and outreach goal:

• End-User Campaigns: Focused on dream clients across the U.S. (e.g., retail, casinos, senior living), with personalization based on public signals like expansion, relocation, or rebranding. When available, we referenced location count or headcount growth. Tone: direct, with 4–5 outreach waves and a clear CTA to book a meeting.
• Local Campaigns (New England, NY, NJ, PA): Aimed at scheduling face-to-face meetings with nearby prospects. Messaging employed a friendly tone, often referencing local landmarks or cafes to establish trust. Sent in 3–4 waves.
• Partnership Campaigns: Targeted architect and design firms, focusing on shared client types and mutual value. Tone: direct, with CTAs to book a call or explore collaboration. 4–5 waves. This approach was efficient for appointment setting for signage companies looking to collaborate early in the design phase.
• Event Campaigns: Built around Retail Live and NY Build, this track invited prospects to meet onsite and positioned expertise as a value-add. Tone: friendly, networking-focused, runs in 3–4 waves pre- and post-event.

Step 3: Execution & Optimization

Outreach ran across LinkedIn and email, supported by:

• Pre-event messaging to generate early interest
• Warm follow-ups post-event to convert conversations into meetings
• Continuous A/B testing of subject lines, intro hooks, and CTAs across personas

Insights from Outreach Testing and Vertical Optimization

• Event-specific emails mentioning Retail Live increased open rates by 28% compared to generic industry messaging
• Messaging that focused on signage during construction planning resonated strongly with architecture firms, highlighting how appointment setting for architectural signage firms can succeed when outreach is timed with pre-build planning.
• National accounts with 100+ employees responded best to multi-touch LinkedIn + email sequences versus single-channel outreach

Results: Measurable Impact and Real Conversations

SalesAR’s outreach enabled the client to:

1. Reach over 4,000 companies and engage more than 8,000 individual prospects across core sectors
2. Book discovery calls with companies actively expanding or remodeling — a strong fit for signage integration. The campaign also supported appointment setting for custom commercial sign providers by targeting companies undergoing rebranding or physical expansion — perfect entry points for signage solutions.
3. Spark multi-touch conversations across retail, healthcare, and sports & entertainment — the top-performing verticals.
4. Generate follow-up discussions with event leads and prepare the ground for in-person meetings and long-term collaborations.

This is an ongoing engagement, and results continue to grow with each new campaign wave.

Ready to Scale the Same Way?

SalesAR’s personalized outreach campaigns helped the client unlock new design partnerships, re-engage industry buyers, and strengthen its presence across high-value verticals. Whether you’re focused on lead generation for full-service signage companies or appointment setting for architectural signage firms, SalesAR delivers a strategy tailored to your vertical.