Quarra Stone Messaging Pillars
Three core messaging pillars developed for Quarra Stone's [1]. Each vertical campaign draws on one or more pillars to produce tailored copy — no vertical uses a single generic message.
The Three Pillars
🧠 Head — Expertise & Precision
Rational, capability-focused appeal.
- CNC precision and robotic fabrication
- Engineering and design partnership
- Technical problem-solving for complex specifications
Best for: [2], Fine Art / Public Art
❤️ Heart — Legacy & Timelessness
Emotional, aspirational appeal.
- Building something that will outlast the client
- Timeless pieces with enduring presence
- Craftsmanship as an act of permanence
Best for: [3], Museums, Historic Preservation
🌿 Conscience — Sustainability & Authenticity
Values-driven, ethical appeal.
- Responsible sourcing of natural stone
- Authentic materials with traceable origins
- Environmental stewardship as a core value
Best for: Historic Preservation, Fine Art / Public Art
Pillar-to-Vertical Mapping
| Vertical | Primary Pillar(s) |
|---|---|
| Architecture Firms | Head |
| Higher Education | Heart |
| Museums | Heart |
| Historic Preservation | Heart + Conscience |
| Fine Art / Public Art | Head + Heart |
Note: Lincoln Durham should confirm this mapping before copy is written. The vertical priority order (Architecture, Historic Preservation, Fine Art) is also pending his sign-off. See [4].
Usage
These pillars are the foundation for all ABM campaign assets:
- Landing pages — one per vertical, copy anchored to the assigned pillar(s)
- E-guides / lead magnets — framed around the pillar's core promise
- Email nurture sequences — subject lines and body copy reflect pillar tone
- LinkedIn ads — creative angle and headline drawn from pillar
All copy should roll up to a single key message per vertical. Avoid mixing all three pillars in one piece — the goal is resonance with a specific buyer's mindset, not comprehensiveness.
Background
Developed by Asymmetric during the January 2026 ABM strategy introduction. The pillars emerged from analysis of Quarra Stone's top Salesforce accounts and ICP patterns. The rationale for the shift to ABM — and away from broad Google Ads — is that Quarra Stone's services are highly specialized, resulting in low search volume that makes traditional top-of-funnel channels a poor fit.
"Even if two or three of these accounts close, they'll pay for themselves tenfold."
— Karly Oykhman, Asymmetric
Related
- [5]
- [6]
- [7]
Sources
- Index|Abm Strategy
- Abm Vertical Architecture|Architecture Firms
- Abm Vertical Higher Ed|Higher Education
- 2026 01 28 Abm Strategy Introduction|Abm Strategy Introduction Meeting
- 2026 01 28 Abm Strategy Introduction|Meeting: Abm Strategy Introduction
- Index|Quarra Stone Client Overview
- Abm Strategy Overview|Abm Strategy Overview