Marketing Sync — October 2025

Date: October 2025 (bi-weekly sync)
Client: ^[1]
Attendees:
- Lincoln Durham — Quarra Stone (lldurham@quarrastone.com)
- Lauren Pomaranski — Quarra Stone (lpomaranski@quarrastone.com)
- Karly Oykhman — Asymmetric (karly.oykhman@asymmetric.pro)
- Avokerie Onorimuo — Asymmetric (avoke.onorimuo@asymmetric.pro)

Overview

Bi-weekly marketing sync covering five main areas: Quarra Stone website QC and content refresh, Quaritalia staging site progress, Salesforce field cleanup for email segmentation, Pardot/Account Engagement e-guide nurture campaign setup, and a persistent email signature technical issue.

Key Decisions

• Salesforce field cleanup: Hide the legacy Industry field (data too generic — "construction" for everything). Make Industry Segment, Business Channel, and Primary Material Type mandatory on leads and contacts going forward. Karly to verify lead-to-contact conversion mapping for these fields.
• E-guide nurture campaign is Priority 1. Automated flows for Traditional Fab, Digital Fab, and Fine Art segments. Sender address: sales@quarrastone.com (shared inbox). Manual sales-rep enrollment deferred for now.
• Lead exclusion logic: Once a lead's Salesforce stage moves to "Working," they should be auto-removed from nurture flows. Deferred to a future enhancement.
• Holiday blast emails: Will send from a generic address (not individual sales reps) to avoid emails appearing to come from former employees.
• Email design: Approved as-is. Red accent color approved — aligns with Quaritalia branding. Footer address must be updated to 1760 Columbus Street.
• Content refresh policy: Marketing materials should use projects less than 5 years old. Collier Memorial is retired from active use. UVA Memorial and (pending Jim's approval) JPMC imagery are preferred replacements.
• Quaritalia copy: Asymmetric will draft all site copy to unblock development rather than waiting on the Italia team to provide it first.
• Blog approval workflow: Lincoln emails Karly and Evoke (cc) with blog title, link to Google Doc. Mark removed from the CC list.

Action Items

Karly (Asymmetric)

• [ ] Run site-wide typo/grammar check on Quarra Stone website
• [ ] Draft all copy for Quaritalia service and project pages
• [ ] Email Federica (cc: Lauren, Lincoln) for Quaritalia project content and bios
• [ ] Create a "Projects" folder in the Quaritalia shared Google Drive
• [ ] Reshare Quaritalia vision board link to Lauren and Lincoln (via Melissa)
• [ ] Hide Industry field in Salesforce; make Industry Segment, Business Channel, and Primary Material Type required
• [ ] Verify Salesforce lead-to-contact conversion field mapping for the required fields
• [ ] Build e-guide nurture flows (Traditional Fab / Digital Fab / Fine Art) — sender: sales@quarrastone.com, footer: 1760 Columbus Street
• [ ] Resend e-guide email copy docs to Lincoln for approval
• [ ] Add newer project imagery to Quarra Stone site pages
• [ ] Consult Mark on email signature technical solution; provide template and instructions to Lauren

Lauren (Quarra Stone)

• [ ] QC Quarra Stone project pages for incorrect data and typos
• [ ] Secure Jim's approval for JPMC imagery; send replacement image list to Karly
• [ ] Update imagery on blog posts approved by Lincoln
• [ ] Manage company-wide email signature rollout once Asymmetric provides template

Lincoln (Quarra Stone)

• [ ] Review and approve e-guide email copy (Google Docs)
• [ ] Follow up with Quaritalia to process open invoice
• [ ] Schedule call with Veef (and Sergey from Asymmetric) re: Salesforce folder setup; share details with Karly
• [ ] Email Martin Foote re: testimonials for Quaritalia site; if approved, request blurbs from Martin, Federica, Gigi, and Fabrizio

Topic Notes

Quarra Stone Website

• User-reported typos and at least one instance of project bio data appearing on the wrong project page. Lauren to QC project pages; Karly to do a full site grammar/typo pass.
• Miss Madison project write-up approved; going live within 1–2 weeks.
• Blog review: Lincoln is working through the backlog — approving, revising, or scrapping posts. Approved posts get imagery updates from Lauren. Workflow: Lincoln emails Karly + Evoke (cc) with title and Google Doc link.
• Imagery policy: No projects older than ~5 years in active marketing materials. Collier Memorial retired. UVA Memorial is the current preferred hero image. JPMC imagery pending Jim's sign-off (Lauren to pursue).

Quaritalia Website

• Homepage: Testimonial section approved pending a screenshot for the Italia team to source content. Lincoln will consult Martin Foote on whether testimonials are appropriate given competitive sensitivity. Contact form and location section approved.
• Service & project pages: Layout approved; mirrors Quarra Stone site. Asymmetric will draft all copy to unblock development. Project-specific content (bios, project details) must come from Federica — Karly to email her directly (cc Lauren, Lincoln).
• Assets: Italia team has begun uploading video and imagery to the shared Google Drive. Karly to notify dev team to start replacing placeholders.
• Staging site: Expected in 2–3 weeks for interactive review.
• Open invoice: Not a blocker for development. Lincoln to follow up with Quaritalia to process.

Email Marketing / Pardot (Account Engagement)

• Account Engagement is set up and ready to send. Goal is to launch lead nurture flows tied to Google Ads e-guide downloads.
• Segmentation fields (to be made mandatory): Industry Segment, Business Channel, Primary Material Type. Old Industry field to be hidden.
• Geolocation: Global scope — primarily US and Europe, with Dubai as an emerging market. Prospect scoring is in development and will be integrated into flows later.
• Campaign priority:
  1. E-guide follow-up (automated) — triggered by form fill on Google Ads landing pages; three flows by segment (Traditional Fab, Digital Fab, Fine Art). From: sales@quarrastone.com.
  2. Newsletter — future; good for re-engagement and brand authority.
  3. Holiday blasts — future; generic sender to avoid former-employee attribution issues.
• Email design: Approved. Red accents approved. Address footer must reflect new location: 1760 Columbus Street.
• Asymmetric will build flows now and plug in copy once Lincoln approves the Google Docs.

Email Signatures

• Current problem: Signatures are grainy/pixelated and render as file attachments in email threads.
• Requirements: High-resolution, scalable image that does not attach as a file; clickable website URL at minimum; phone number click-to-call as a bonus.
• Plan: Karly to consult Mark for a technical solution. If image-based, Asymmetric will produce high-res versions for each employee. Lauren will manage company-wide rollout (instructions email + in-person help as needed).

Next Sync

Marketing and Salesforce calls are now bi-weekly (alternating weeks). Next marketing call in two weeks. OKR review for end-of-year / 2026 planning to be presented at or before next call.