ABM Strategy Introduction — 2026-04-05
Overview
Asymmetric presented a new Account-Based Marketing (ABM) strategy to Quarra Stone in this working session. The meeting also covered website content updates and the stalled Quaritalia site launch. Lincoln Durham was not present; the ABM deck was to be forwarded to him for review and confirmation of priority verticals.
Attendees:
- Lincoln Durham (Quarra Stone) — absent, to receive deck async
- Lauren Pomaranski (Quarra Stone)
- Avokerie Onorimuo (Asymmetric)
- Karly Oykhman (Asymmetric)
Key Decisions
- Shift from Google Ads to ABM. Broad search-intent advertising was deemed a poor fit given the low search volume for Quarra Stone's specialized services. ABM's targeted approach is expected to deliver significantly higher ROI — even 2–3 closed accounts would justify the investment.
- Five target verticals identified from Salesforce opportunity and contract-value data. All five will be worked over the course of the year, starting with three priority verticals.
- Top 3 priority verticals (pending Lincoln's confirmation): Architecture Firms, Historic Preservation, and Fine Art / Public Art. Lauren agreed with this ranking off the top of her head.
- Battle cards deprioritized. Given limited competition in Quarra Stone's niche, competitive battle cards were removed from the initial plan scope.
- JPMC project removed from active marketing. No content can be published until the client firm issues its own press release (expected in a few months). Karly will hold and re-activate when Lauren gives the green light.
- Homepage slideshow to be replaced with looping video of robots in action to improve engagement.
ABM Strategy Detail
Rationale
Quarra Stone's services are highly specialized, resulting in low organic search volume. Traditional top-of-funnel channels (Google Ads) are inefficient. ABM targets a defined list of high-fit accounts directly, making it well-suited to a business where a single closed deal carries significant contract value.
Target Verticals
Identified from Salesforce top customers by opportunities won and contract value:
| # | Vertical | Target Account Count | Priority |
|---|---|---|---|
| 1 | Architecture Firms | ~150 | ⭐ Top 3 |
| 2 | Higher Education | ~100 | |
| 3 | Museums | ~75–100 | |
| 4 | Historic Preservation | ~75–100 | ⭐ Top 3 |
| 5 | Fine Art / Public Art | ~75–100 | ⭐ Top 3 |
Pending: Lincoln to confirm the top 3 priority verticals before initial campaign build begins.
Messaging Pillars
Three pillars will be mixed and matched to create tailored messaging per vertical:
- Head — Expertise, CNC precision, engineering and design partnership
- Heart — Legacy, timeless pieces, emotional resonance
- Conscience — Sustainability, responsible sourcing, authentic values
Example pillar assignments:
- Architecture Firms → Head (precision, engineering partnership)
- Higher Education → Heart (legacy, "building your campus for generations")
- Historic Preservation → Head + Heart
- Museums → Heart + Conscience (legacy + authentic materials)
- Fine Art / Public Art → Heart + Head
Campaign Execution
- Account lists — Purchase contact data from a lead broker once ICPs are finalized; load into Salesforce.
- Battle cards — Removed from scope (low competition in this niche).
- Assets per vertical:
- Unique landing page
- Downloadable e-guide (lead magnet) - Channels:
- Nurture email sequences (one sequence per vertical)
- LinkedIn Ads — either company-specific targeting or ICP-based targeting (both options discussed; ICP-based will likely still capture target accounts) - Tracking — All prospect touchpoints logged in Salesforce for clean sales handoff.
Success Metrics
| Metric | Target |
|---|---|
| Meetings booked | ≥ 15 within 90 days of campaign launch |
| Accounts closed | 5–10 within 6–12 months |
| Email open rate | ≥ 25% (cold list) |
Other Topics
Website — Homepage Video
Lauren requested replacing the static photo slideshow on the homepage hero with a looping video of the robots working.
- Karly to send video specs (resolution, dimensions, recommended timing).
- Lauren to prioritize which video clips go first in the loop.
- Suggestion: include footage of near-finished work to preserve the "finished product" feel of the current slideshow.
- New project photos to go live by Monday (Jan 30; Feb 2 at the latest).
Quaritalia Site — Stalled
The Quaritalia microsite has been in staging for 3+ months. Hosting fees have now begun, creating financial urgency to complete and launch.
Blocked on content from Fede (Quaritalia client):
- New/replacement photos for the staging site
- Vector file of the Quaritalia logo
- Project examples to showcase
- Page copy (Asymmetric provided outlines; client needs to fill in)
Lauren to follow up with Fede directly and copy Karly.
Testimonials
Lauren has not yet spoken with Jim about adding video or written testimonials to the Quarra Stone website. Carried forward.
Action Items
| Owner | Action | Due |
|---|---|---|
| Karly | Remove JPMC from active marketing list; hold until Lauren signals approval | Immediate |
| Karly | Upload Lauren's new project photos to site | By Jan 30 (hard deadline Feb 2) |
| Karly | Email Lauren homepage video specs (resolution, dimensions, timing) + request prioritized video list | This week |
| Karly | Send ABM deck to Lauren and Lincoln; ask Lincoln to confirm top 3 priority verticals | This week |
| Lauren | Follow up with Fede (Quaritalia) re: all missing staging content; copy Karly | This week |
| Lincoln | Review ABM deck and confirm top 3 priority verticals | Before next meeting |
Related
- [1]
- [2]