Quarra Stone ABM Strategy
Account-Based Marketing initiative for [1], currently blocked pending a strategy review with Lincoln Durham. Parallel copy drafting is underway to maintain momentum.
Status
Blocked — awaiting Lincoln Durham review
Targeting decisions and campaign launch are on hold until Lincoln has reviewed and approved the ABM strategy. His input is considered essential before any targeting parameters are finalized.
Background
As of the [2], the ABM strategy review had not yet taken place because Lincoln was unavailable (in back-to-back meetings and unresponsive). The team agreed it was not productive to proceed without him, as targeting and other strategic details require his sign-off.
Parallel Workstream: Copy Drafting
To avoid a full standstill, Asymmetric is proceeding with drafting creative assets that do not require targeting decisions:
- Landing page copy — draft in progress
- Ad copy — draft in progress
Rationale: Having a visual/written draft ready gives Lincoln a concrete artifact to react to, which is expected to accelerate feedback and approval once he is available.
"If he has a visual, it'll be easier to get feedback." — Lauren Pomaranski, 2026-02-09
Constraint: No targeting decisions will be made and nothing will be launched until Lincoln's review is complete.
Related Initiatives
Email Campaign
A separate email campaign is nearing completion (target: end of week 2026-02-09). The initial technical setup is now finalized, which means future email campaigns — including those tied to this ABM strategy — will be faster to build.
Lookbook
Lauren Pomaranski is coordinating the lookbook directly with Lindsay (printer contact). Local pickup is planned to bypass shipping delays. Not directly tied to the ABM strategy but part of the broader Quarra Stone marketing workstream.
Fede Outreach
Lauren committed to contacting Fede on 2026-02-09 to follow up on outstanding ABM-related items. Jim was on-site with Fede at the time, providing a direct channel. Karly Oykhman (Asymmetric) to be cc'd on the email.
Key Contacts
| Name | Role | Contact |
|---|---|---|
| Lincoln Durham | Decision-maker / ABM approver | lldurham@quarrastone.com |
| Lauren Pomaranski | Day-to-day Quarra Stone contact | lpomaranski@quarrastone.com |
| Karly Oykhman | Asymmetric lead | karly.oykhman@asymmetric.pro |
| Avokerie Onorimuo | Asymmetric | avoke.onorimuo@asymmetric.pro |
Open Action Items
- [ ] Email Fede re: ABM; cc Lauren — @Karly Oykhman
- [ ] Draft ABM landing page + ad copy; hold launch/targeting until Lincoln review — @Karly Oykhman
- [ ] Schedule ABM strategy review with Lincoln Durham once available
Notes
- Lincoln's review is the critical path item. Nothing should be launched or targeted without it.
- Once the email campaign technical setup is confirmed stable, new ABM-specific emails can be built quickly on top of it.
- Lookbook and Fede outreach are parallel tracks that should not be blocked by the ABM review delay.