Vals Quartzite Launch Campaign
Overview
Quarra Stone is launching a dedicated ABM campaign for its Vals Quartzite shingle system. The campaign was conceived during a February 2026 strategy review with Asymmetric, where Vals Quartzite was elevated from a product line into a full standalone ABM segment. The launch centers on a "Now Introducing" email blast paired with professional photography, followed by personalized Salesforce-automated sequences for key accounts.
This campaign also reflects a broader strategic pivot: Quarra has over-marketed its complex fabrication capabilities and under-marketed traditional flatwork (panels, flooring, wall cladding). The Vals Quartzite launch is an opportunity to correct that perception and reach a larger, underserved market.
Related client context: [1]
Strategic Rationale
During a sales trip in early 2026, Lincoln Durham (Quarra) observed that architects and specifiers were surprised to learn Quarra handles traditional flatwork — they assumed the company focused exclusively on complex sculptural projects. Vals Quartzite is a high-visibility product with strong existing search demand (Quarra ranks #1 and #4 for "Vals Quartzite") and a natural fit for residential, commercial, and institutional flatwork applications.
Key insight from the meeting:
"There's a ton of firms that we can pull from that we've sold Vals to historically… and there's just the whole mountain region that we sell that material." — Lincoln Durham
Target Audience
The Vals Quartzite segment targets a broad but defined audience, prioritized in this order:
- High-end residential architects (primary use case for Vals Quartzite)
- Landscape architects
- General Contractors (GCs)
- Masons
- Commercial and institutional developers
Project types span high-end residential, commercial, and institutional. The shingle system specifically targets roofing and cladding applications in the mountain/alpine region and beyond.
Campaign Structure
Phase 1 — "Now Introducing" Blast
A broad, visually driven email blast to all relevant contacts in Quarra's Salesforce database and the new ABM list.
- Format: Traditional marketing email with imagery (not a plain-text personalized email)
- Content: Announce the Vals Quartzite shingle system; lead with new sample photography and professional project photos
- Trigger: Contingent on receipt of (a) new Vals Quartzite samples from Switzerland and (b) professional project photography from the architect
Asset dependencies:
- New shingle samples arriving from Switzerland (expected late February 2026)
- Professional project photography from the architect who commissioned the shingle installation (usage rights TBD)
- Internal photography session at Quarra to capture sample detail shots
Phase 2 — Personalized Salesforce Sequences
Following the blast, high-priority accounts receive tailored, automated email sequences built in Salesforce.
- Format: Plain-text, one-to-one style emails (no marketing imagery)
- Personalization: AI-scraped account research docs inform each email — referencing specific projects, sustainability positioning, growth signals, and decision-maker priorities
- Cadence: Multi-touch sequence (email → LinkedIn → email, etc.)
- Automation: Sequences run automatically once reviewed and approved; responses route to a Quarra sales rep
This hybrid approach — broad blast followed by personalized sequences — was agreed upon in the February 2026 call as the optimal balance of reach and relevance.
Messaging Framework
All campaign copy should incorporate at least two of Quarra's three messaging pillars:
| Pillar | Theme | Application |
|---|---|---|
| Head | Precision & engineering | Tolerances, fabrication capability, CNC detail |
| Heart | Ethos & longevity | Materials that outlast the building; legacy |
| Conscience | Sustainability & service life | Responsible sourcing, lifecycle value |
For Vals Quartzite specifically, the Heart and Conscience pillars are especially resonant — natural stone shingles are a centuries-old material with exceptional service life and low embodied carbon relative to synthetic alternatives.
Supporting Assets Needed
| Asset | Owner | Status |
|---|---|---|
| Vals Quartzite shingle samples (Switzerland) | Lincoln / Quarra | Expected late Feb 2026 |
| Professional project photography | Architect (via Lincoln) | Pending; usage rights unclear |
| Internal detail photography session | Lauren / Quarra | To be scheduled after samples arrive |
| ABM account list (Vals segment) | Karly / Asymmetric | In progress — being added to revised ABM doc |
| Email copy (blast + sequences) | Karly / Asymmetric | Pending asset delivery |
| Salesforce automation build | Karly / Asymmetric | On hold pending Lincoln's review of existing drip sequences |
Channel Decisions
- Email: Primary channel. Both blast and personalized sequences.
- LinkedIn Ads: Paused. LinkedIn targeting of the ABM list was discussed but deferred to keep budget focused on email.
- Google Ads: Existing campaigns continue; no Vals-specific paid search planned at this stage.
- Content / SEO: Vals Quartzite pages are already trending up in organic search. Blog posts with FAQ sections recommended to improve AI citation visibility.
Action Items
- [ ] Lauren — Schedule photography session once Vals samples arrive from Switzerland
- [ ] Lincoln — Confirm professional project photography availability and usage rights with architect
- [ ] Karly — Add Vals Quartzite as a formal ABM segment in the revised strategy document
- [ ] Karly — Build Salesforce automation for personalized sequences (hold launch pending Lincoln's Google Doc review of existing drip emails)
- [ ] Karly — Draft "Now Introducing" blast email once photography assets are confirmed
Related Articles
- [1]
- [2]
- [3]