Quarra Stone Pardot E-Guide Nurture Campaigns

Overview

Quarra Stone is launching its first Account Engagement (Pardot) email automation: an e-guide follow-up nurture sequence triggered when a prospect downloads an e-guide via Google Ads landing pages. This is the priority campaign before any newsletter or holiday blast work begins.

Three parallel flows are planned, one per e-guide type:

Traditional Fabrication
Digital Fabrication
Fine Art

Enrollment is fully automated — when a lead submits a Google Ads landing page form, they are routed into the matching flow based on which e-guide they requested. Manual enrollment by sales reps is not planned for the initial launch.

Sender Configuration

Setting	Value
From address	`sales@quarrastone.com`
Inbox access	Lincoln + full sales team (shared inbox)
Email footer address	`1760 Columbus Street` (new location — must replace old address)

Using the shared sales inbox keeps replies visible to the whole team and avoids the appearance of a cold marketing blast.

Segmentation & Salesforce Field Requirements

Accurate segmentation depends on clean Salesforce data. Three fields are being made mandatory on both Lead and Contact records:

Field	Notes
`Industry Segment`	Replaces the legacy `Industry` field, which is being hidden
`Business Channel`	Already in use; now required
`Primary Material Type`	Required at lead stage; editable later as the deal develops

The legacy Industry field will be hidden (data preserved in the background) to prevent further use of inconsistent values. Karly to verify that lead-to-contact conversion mapping correctly carries these three fields through.

Why this matters: Without consistent values in these fields, Pardot cannot reliably filter which contacts belong in which nurture flow. Making them required at lead creation ensures every new record is segmentable from day one.

Campaign Logic & Future Enhancements

Current scope (launch):
- Trigger: e-guide form submission on Google Ads landing page
- Enrollment: automated only
- Flow: industry-specific email sequence

Planned enhancement (post-launch):
- When a sales rep moves a lead's stage to "Working", automatically remove that lead from the active nurture flow to prevent unwanted automated emails reaching a prospect already in a live sales conversation.

Email Design

Layout approved in the Oct 2025 review call
Style: branded marketing email (logo, image, zigzag content sections, contact info footer)
Accent color: red — approved; aligns with Quaritalia branding
Footer address: must read 1760 Columbus Street (old address was still in the template at time of review)
Project imagery: use projects ≤5 years old — retire overused assets like the Collier Memorial; prefer UVA Memorial and newer work

Action Items (as of Oct 2025 call)

[ ] Hide legacy Industry field in Salesforce (@Karly)
[ ] Make Industry Segment, Business Channel, Primary Material Type required on Lead and Contact (@Karly)
[ ] Verify lead-to-contact conversion field mapping for the three required fields (@Karly)
[ ] Build three e-guide nurture flows (Traditional / Digital / Fine Art) in Pardot with sales@quarrastone.com as sender and updated footer address (@Karly)
[ ] Resend e-guide email copy Google Docs to Lincoln for approval (@Karly)
[ ] Lincoln to review and approve e-guide email copy (@Lincoln)
[ ] Schedule Veef call with Sergey to discuss Salesforce folder setup; share details with Karly (@Lincoln)

Future Campaigns (Backlog)

Campaign	Notes
Newsletter	Drives traffic to new blog posts and projects; targets past clients and contacts
Holiday blasts	Generic sender (not individual sales rep) to avoid emails appearing to come from former employees

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