Marketing Strategy Call — 2026-01-12
Overview
Strategy alignment call covering the 2026 shift to Account-Based Marketing, a Salesforce contract renewal decision, several website updates, and the current blockers on the Quarra Italia site launch.
Attendees:
- Lincoln Durham (Quarra Stone) — lldurham@quarrastone.com
- Lauren Pomaranski (Quarra Stone) — lpomaranski@quarrastone.com
- Avokerie Onorimuo (AAG) — avoke.onorimuo@asymmetric.pro
- Karly Oykhman (AAG) — karly.oykhman@asymmetric.pro
Key Decisions
Salesforce Contact Block Add-On — Rejected
Salesforce proposed adding a 10k contact block ahead of a scheduled price increase. The team reviewed current usage (74% of the 10k base plan, ~2,500 contacts of remaining capacity) and concluded the add-on is unnecessary given the planned ABM strategy, which targets a smaller, higher-quality account set. Lincoln confirmed he would remove the add-on and re-sign the base contract.
Rationale: With ongoing list cleaning, capacity will likely increase, not decrease. The ABM approach does not require broad contact volume.
2026 Strategy — Shift to ABM
The team formally aligned on moving from broad lead-gen to Account-Based Marketing as the primary 2026 focus. Google Ads and inbound lead capture remain in place, but the strategic emphasis shifts to targeted outreach supporting the Quarra sales team.
Execution plan:
- Quarra will provide a refined top 25–50 A-tier target accounts within two weeks
- AAG will build a ~200-account B-tier list using lookalike modeling from existing Salesforce data
- AAG will develop a messaging and differentiator framework before the next call
- Channels will include email marketing and LinkedIn ads
"Stone Sourcing Services" → "Design Assist Services" — Approved
After internal discussion with Jim, Alex, and Brian Smith, Lincoln confirmed the service page should be renamed. SEO impact is minimal — search volume is low for both terms. The updated page must still cover stone sourcing as a core component of the Design Assist offering.
Lauren will send starter copy to Karly. Lookbooks and e-guides will remain separate assets (not merged).
Videos Page — Approved in Principle
Lincoln proposed adding a dedicated Videos page to the main navigation to house a growing library of non-project-specific content (e.g., engineering marble, thermal hysteresis). To avoid nav bloat, News and Blog will move to the footer.
- Project-specific videos go on their respective project pages
- Generic/educational videos go on the Videos library page
- Videos will be embedded via YouTube/Vimeo links (not uploaded directly) to preserve site performance
- Lauren will review the forwarded video list with Jim to confirm which are approved and whether any require third-party permission
Client Testimonials — Pending Jim Approval
Lincoln proposed using first-name-only testimonials (e.g., "Maya") to protect client identity while adding social proof. Lincoln will raise with Jim. Testimonials would not be associated with specific projects to avoid traceability.
Quarra Italia Status
| Item | Status |
|---|---|
| First invoice | ✅ Paid via credit card |
| Second invoice | ⏳ Pending — Lincoln to follow up |
| Site copy outline | ⏳ Awaiting Quarra Italia input; AAG to resend outline |
| Project write-ups | ⏳ Awaiting Quarra Italia content |
| Catalog project | ⏳ Awaiting Jim's decision before AAG can quote |
| USA site navigation to Italia | 🔲 AAG to propose options for more prominent link |
The Quarra Italia site is functionally ready; launch is blocked on content delivery from the Italia team.
Action Items
| Owner | Action | Due |
|---|---|---|
| Lincoln | Provide refined A-tier ABM target list (top 25–50 accounts) | ~2 weeks |
| Lincoln | Follow up with Quarra Italia on second invoice | ASAP |
| Lincoln | Discuss Quarra Italia catalog project with Jim; update Karly | Next call |
| Lincoln | Run first-name testimonial approach by Jim | Next call |
| Lauren | Review forwarded video links with Jim; send approved embed links + raw assets (for Google Ads) to Karly | ASAP |
| Lauren | Send AIA/CSI tour photos and info to Karly | Thursday |
| Lauren | Send Design Assist starter copy to Karly | ASAP |
| AAG (Karly) | Build B-tier account list (~200 accounts) via Salesforce lookalike modeling | Before next call |
| AAG (Karly) | Develop ABM messaging and differentiator framework | Before next call |
| AAG (Karly) | Add Quarra Italia and Prusiani press releases to News section; notify Lauren when live | ASAP |
| AAG (Karly) | Resend Quarra Italia site copy outline to Lincoln | ASAP |
| AAG (Karly) | Propose options for more prominent Quarra Italia link on USA site | Before next call |
Context & Background
- Automated email flows (~30 emails total) are nearly complete and expected to be ready for review within a week or two. These cover leads from traditional fabrication, digital fabrication, and fine art forms.
- eGuide content is still pending review from Lincoln — acknowledged as overdue.
- Lookbooks (including a Design Assist lookbook) are in progress internally at Quarra. Decision made to keep lookbooks and e-guides as separate assets.
- A follow-up Salesforce call was scheduled for that Friday.
Related
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- [2]