Quarra ABM Strategy — 2026
Overview
In January 2026, Quarra Stone and AAG aligned on a strategic shift from broad lead-generation to Account-Based Marketing (ABM) as the primary outbound approach for the year. The rationale: Quarra's services are highly specialized with low organic search volume, making targeted outreach to known high-value firms a better fit than casting a wide net.
The existing lead-gen infrastructure (Google Ads, automated email flows) remains in place to capture inbound intent, but the new ABM layer will actively support the sales team in pursuing specific accounts through coordinated email, LinkedIn advertising, and other channels.
This strategy was confirmed during the [1].
Account Tiers
A-Tier: High-Value Targets (25–50 accounts)
- Curated by Quarra's sales team — large, successful design firms and builders they actively want to close in 2026
- Quarra to deliver refined list within two weeks of the January 12 call
- These accounts align directly with Quarra's internal sales initiatives for the year
B-Tier: Broader Lookalike List (~200 accounts)
- Built by AAG using lookalike modeling from Quarra's existing Salesforce data
- Quarra reviews and approves the list before activation
- Serves as the wider funnel that narrows as the ABM program matures
Execution Plan
| Phase | Owner | Description |
|---|---|---|
| Account list (A-tier) | Lincoln / Quarra | Refine internal target list; deliver to Karly within 2 weeks |
| Account list (B-tier) | AAG (Karly) | Build lookalike list from Salesforce; present to Quarra for review |
| Messaging framework | AAG (Karly) | Draft differentiator and copy framework for outreach |
| Channel strategy | AAG + Quarra | Determine mix of email, LinkedIn ads, and other channels at next call |
Channels under consideration: targeted email sequences via Salesforce Account Engagement, LinkedIn advertising, and potential integration with the Design Assist positioning work.
Salesforce Capacity Decision
A related decision was made to reject the Salesforce-proposed 10,000-contact block add-on. Current usage sits at ~74% of the 10,000-contact base plan (~2,500 contacts of remaining capacity), which is sufficient for an ABM strategy targeting 200–500 accounts. Ongoing list cleaning will further preserve headroom.
"If it's only 200 accounts that you guys really want to go after… I don't think this block is necessary." — Karly Oykhman
See [2] for full Salesforce contract context.
Connection to Design Assist Positioning
The ABM strategy will run in parallel with the [3] positioning work. As that service page and messaging are refined, Design Assist will be incorporated into ABM outreach copy — particularly relevant for targeting architecture and design firms where the service has the strongest fit.
Open Items
- [ ] Lincoln — Deliver refined A-tier account list (top 25–50) to Karly (due ~2026-01-26)
- [ ] AAG (Karly) — Build B-tier lookalike list (~200 accounts) from Salesforce data
- [ ] AAG (Karly) — Draft ABM messaging and differentiator framework
- [ ] Next call — Align on channel mix and launch timeline
Related
- [1]
- [4]
- [5]
- [6]