2026 Strategy Alignment Call — Quarra Stone

Overview

Strategy alignment call to review and finalize 2026 marketing goals for Quarra Stone. The conversation shifted the primary framing from a simple inbound lead volume target to a more focused Account-Based Marketing (ABM) approach, with parallel workstreams around promoting Design Assist services, formalizing the Salesforce sales process, and expanding digital channels.

Date: 2025-12-08 (ingested 2026-04-05)
Attendees:
- Lincoln Durham / Ed — Quarra Stone (internal sales lead)
- Lauren Pomaranski — Quarra Stone (marketing/content)
- Karly Oykhman — Asymmetric (account lead)
- Avokerie Onorimuo — Asymmetric

Key Decisions

1. Pivot from Lead Volume to ABM

The original 2026 goal of increasing inbound leads by 20% was deprioritized in favor of an Account-Based Marketing strategy. Quarra Stone's sales team is building a target list of top-tier architecture/design firms and major builders. Marketing will develop an ABM strategy to support direct sales outreach to those named accounts, emphasizing lead quality over quantity.

"If you guys get a list together of specific accounts that you want to tackle, we can do a specific ABM strategy to support the sales team targeting those accounts directly." — Karly

2. Design Assist as a Standalone Service Offering

The existing "Professional Stone Consulting" page will be renamed to "Design Assist Services" to align with industry terminology. Design Assist — Quarra's integrated design, engineering, and fabrication model — is increasingly what clients expect and what differentiates Quarra from commodity stone suppliers. The "one throat to choke" value proposition (single partner for design, engineering, steel fabrication, stone fabrication) reduces client complexity, liability, cost, and lead times.

"We basically don't do anything now that does not start with a design assist process." — Ed, referencing peer firm Zaner

3. Lead Handoff via Salesforce

New inbound leads will be assigned to Ed in Salesforce, with an automated notification. Ed will manually delegate based on fit, salesperson capacity, and fairness. This replaces any round-robin or geographic routing.

4. Prospect Folder Automation Scoped to Opportunities Only

The automatic folder creation triggered by lead creation will be disabled. Prospect folders are only needed when a lead converts to an opportunity. Ed will contact Vieth to make this change.

Action Items

Discussion Notes

ABM Strategy

Quarra's sales team is conducting internal goal-setting meetings to identify the highest-value target accounts — top architecture/design firms globally and major builders. Once the list is finalized, it will be shared with Asymmetric to inform the ABM strategy. LinkedIn advertising is a likely channel for ABM given its ability to target by company and role.

Design Assist Positioning

Ed described the JPMC project as a model example: Quarra engaged at the conception phase, guided the designer to source material in Central Park, rationalized the scan into individual pieces, handled engineering, and fabricated the steel backup structure. The full-service scope is what Quarra wants to be known for and win more of. The website currently lists "Professional Stone Consulting" — this does not reflect how the industry talks about this service.

Lauren has a draft page ready to review with Jim before publishing.

Salesforce Sales Playbook

The sales team operates with a mix of a defined process and salesperson autonomy. Marketing will help formalize the playbook in Salesforce — including email templates, lead management dashboards, and workflow automation. The Friday Salesforce call (rescheduled to 9:30 AM) will include sales reps to surface their current pain points and process gaps.

Proposal automation is also on the table: many bidding steps are still analog and slow throughput. Automating submittal forms and proposal templates in Salesforce is a target improvement area.

Digital Channel Expansion

• Instagram: Currently ~6,131 followers (doubled from ~3,000 a year ago). Goal: double again to ~12,262 by end of 2026.
• LinkedIn: Strong recent growth. Explore targeted ads as part of ABM.
• Facebook: Meta account approval finally completed after weeks. Lauren will create the Quarra Stone page.
• YouTube: Not yet launched. Ed to create the channel. Initial content focus: shorts, reels, process videos. A longer-form Design Assist explainer video is also being considered for use in proposals.
• Press Releases: JPMC project is the immediate priority. Obama art projects (Martin Puryear, Maya Lin) are next targets. Press releases build backlinks and SEO authority alongside the project pages already on the site.

Content Library

Ed found unused content from past projects on the company server — jobs that have never been published to the website or social media. This content will be sent to Karly for publishing, particularly to demonstrate Quarra's long industry tenure (e.g., historic restoration projects).

Admin / In-Progress Items

• Email nurture templates are built in Salesforce Account Engagement; flows for fine art and traditional fabrication segments will be live by EOY 2025.
• Evoke delivered content for lead magnets, email drips, and blogs — Ed to review.
• Quaritalia catalog: Matthew Hart has followed up multiple times for a quote. Ed to sync with Jim before Asymmetric responds.
• Website update: E9 mention on the Vermont Quarry news post is approved to stay as-is.

Related

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