Quarra ABM Vertical Targeting Strategy
Overview
Asymmetric developed an Account-Based Marketing (ABM) strategy for [1] to replace a broad Google Ads approach that underperformed due to low search volume in their specialized niche. The strategy segments outreach into five industry verticals identified from Salesforce opportunity data, each with a tailored ideal customer profile (ICP), messaging angle, and dedicated campaign assets.
The core rationale: Quarra Stone's services are highly specialized, meaning traditional top-of-funnel search marketing generates insufficient volume. ABM's targeted approach means even two or three closed accounts will generate ROI that more than justifies the investment.
Target Verticals
Five verticals were identified from Salesforce win data. All five will be worked over the course of the year, with three launched first pending Lincoln Durham's confirmation.
| Vertical | Target Account Count | Priority |
|---|---|---|
| Architecture Firms | ~150 | Top 3 |
| Historic Preservation | ~75–100 | Top 3 |
| Fine Art / Public Art | ~75–100 | Top 3 |
| Higher Education | ~100 | Secondary |
| Museums | ~75–100 | Secondary |
Pending: Lincoln Durham must confirm the top 3 priority verticals before initial campaign build begins. Lauren Pomaranski's initial read aligns with Architecture, Historic Preservation, and Fine Art / Public Art as the highest-value segments by project size.
Messaging Pillars
Three pillars are combined and weighted differently per vertical to create tailored messaging. All copy — emails, landing pages, e-guides — rolls up under the pillar(s) assigned to that vertical.
Pillar 1 — Head (Expertise & Precision)
Emphasizes CNC precision, engineering capability, and design partnership. Primary fit for Architecture Firms and Fine Art / Public Art.
Pillar 2 — Heart (Legacy & Timelessness)
Emphasizes building lasting, meaningful work — pieces that endure. Primary fit for Higher Education and Museums.
Pillar 3 — Conscience (Sustainability & Authentic Values)
Emphasizes responsible sourcing, authentic materials, and values alignment. Primary fit for Historic Preservation; secondary fit for Museums.
Vertical-Level Messaging Map
| Vertical | Primary Pillar(s) | Key Message Theme |
|---|---|---|
| Architecture Firms | Head | Engineering & precision partnership |
| Higher Education | Heart | Build your campus for generations |
| Museums | Heart + Conscience | Legacy and authentic materials |
| Historic Preservation | Head + Conscience | Precision meets authentic restoration |
| Fine Art / Public Art | Head + Heart | We speak artist and engineer |
Note: The "Fine Art / Public Art" framing ("we speak artist and engineer") was flagged for Lincoln's review — he may want to refine the language.
Campaign Execution Model
For each vertical, the following assets and channels are built out:
Account Lists
- 75–150 net-new prospect accounts per vertical (companies not currently in Quarra Stone's client base)
- Contact data purchased from a lead broker once ICPs are finalized
- All accounts and contacts loaded into Salesforce for tracking
Assets Per Vertical
- Unique landing page tailored to the vertical's messaging pillar(s)
- Downloadable e-guide (lead magnet) to capture interest and build pipeline
Channels
- Nurture email sequences — one sequence per vertical, driving traffic to the vertical landing page
- LinkedIn Ads — can be targeted two ways:
- Exact-match: ads served specifically to the named companies on the prospect list
- ICP-match: ads served to profiles matching the ICP criteria (likely captures most target companies anyway, with broader reach)
Sales Handoff
All prospect touchpoints tracked in Salesforce. When a prospect engages, the sales rep receives full context on what content the prospect has seen and how they've interacted.
Battle Cards
Initially scoped but deprioritized — Quarra Stone operates in a low-competition environment, so competitive battle cards were deemed low-value for now. Can be added later if needed.
Success Metrics
| Metric | Target |
|---|---|
| Meetings booked | ≥ 15 within 90 days of campaign launch |
| Accounts closed | 5–10 within 6–12 months |
| Email open rate | ≥ 25% (cold list) |
"90 days" is measured from the date campaigns go live, not from strategy approval.
Rollout Sequencing
- Lincoln confirms top 3 priority verticals
- ICPs finalized; lead broker engaged to purchase contact lists
- Lists loaded into Salesforce
- Landing pages and e-guides built (3 verticals first)
- Email sequences written and scheduled
- LinkedIn ads configured and launched
- Monitor metrics; expand to remaining 2 verticals
Three verticals are launched first to reduce simultaneous content review burden on the Quarra Stone team.
Strategic Context
This strategy was introduced in the [2]. The prior year's approach relied on Google Ads and SEO; SEO work continues in parallel as an organic capture layer, but paid search is being deprioritized given low keyword search volume in Quarra Stone's niche.
Lincoln is also developing a separate sales team target list. A future discussion is needed to determine whether that list feeds into the ABM campaign or runs as a parallel sales motion.
Open Items
- [ ] Lincoln to confirm top 3 priority verticals
- [ ] Lincoln to review full ABM deck and provide feedback (Karly to send)
- [ ] Determine how Lincoln's sales team target list integrates with ABM account lists
Related
- [3]
- [4]
- [5]