--- title: Marketing Strategy Call — 2026-01-12 type: article created: '2026-01-12' updated: '2026-04-05' source_docs: - raw/2026-01-12-quarra-stone-marketing-call-113612037.md tags: - meeting - quarra - salesforce - abm - account-based-marketing - website - quarra-italia - marketing-strategy - 2026-planning layer: 2 client_source: Quarra Stone industry_context: b2b-services transferable: false --- # Marketing Strategy Call — 2026-01-12 ## Overview Strategy alignment call covering the 2026 shift to Account-Based Marketing, a Salesforce contract renewal decision, several website updates, and the current blockers on the Quarra Italia site launch. **Attendees:** - Lincoln Durham (Quarra Stone) — lldurham@quarrastone.com - Lauren Pomaranski (Quarra Stone) — lpomaranski@quarrastone.com - Avokerie Onorimuo (AAG) — avoke.onorimuo@asymmetric.pro - Karly Oykhman (AAG) — karly.oykhman@asymmetric.pro --- ## Key Decisions ### Salesforce Contact Block Add-On — Rejected Salesforce proposed adding a 10k contact block ahead of a scheduled price increase. The team reviewed current usage (74% of the 10k base plan, ~2,500 contacts of remaining capacity) and concluded the add-on is unnecessary given the planned ABM strategy, which targets a smaller, higher-quality account set. Lincoln confirmed he would remove the add-on and re-sign the base contract. > *Rationale: With ongoing list cleaning, capacity will likely increase, not decrease. The ABM approach does not require broad contact volume.* ### 2026 Strategy — Shift to ABM The team formally aligned on moving from broad lead-gen to Account-Based Marketing as the primary 2026 focus. Google Ads and inbound lead capture remain in place, but the strategic emphasis shifts to targeted outreach supporting the Quarra sales team. **Execution plan:** - Quarra will provide a refined **top 25–50 A-tier target accounts** within two weeks - AAG will build a **~200-account B-tier list** using lookalike modeling from existing Salesforce data - AAG will develop a **messaging and differentiator framework** before the next call - Channels will include email marketing and LinkedIn ads ### "Stone Sourcing Services" → "Design Assist Services" — Approved After internal discussion with Jim, Alex, and Brian Smith, Lincoln confirmed the service page should be renamed. SEO impact is minimal — search volume is low for both terms. The updated page must still cover stone sourcing as a core component of the Design Assist offering. Lauren will send starter copy to Karly. Lookbooks and e-guides will remain separate assets (not merged). ### Videos Page — Approved in Principle Lincoln proposed adding a dedicated **Videos** page to the main navigation to house a growing library of non-project-specific content (e.g., engineering marble, thermal hysteresis). To avoid nav bloat, **News** and **Blog** will move to the footer. - Project-specific videos go on their respective project pages - Generic/educational videos go on the Videos library page - Videos will be embedded via YouTube/Vimeo links (not uploaded directly) to preserve site performance - Lauren will review the forwarded video list with Jim to confirm which are approved and whether any require third-party permission ### Client Testimonials — Pending Jim Approval Lincoln proposed using first-name-only testimonials (e.g., "Maya") to protect client identity while adding social proof. Lincoln will raise with Jim. Testimonials would not be associated with specific projects to avoid traceability. --- ## Quarra Italia Status | Item | Status | |---|---| | First invoice | ✅ Paid via credit card | | Second invoice | ⏳ Pending — Lincoln to follow up | | Site copy outline | ⏳ Awaiting Quarra Italia input; AAG to resend outline | | Project write-ups | ⏳ Awaiting Quarra Italia content | | Catalog project | ⏳ Awaiting Jim's decision before AAG can quote | | USA site navigation to Italia | 🔲 AAG to propose options for more prominent link | The Quarra Italia site is functionally ready; launch is blocked on content delivery from the Italia team. --- ## Action Items | Owner | Action | Due | |---|---|---| | Lincoln | Provide refined A-tier ABM target list (top 25–50 accounts) | ~2 weeks | | Lincoln | Follow up with Quarra Italia on second invoice | ASAP | | Lincoln | Discuss Quarra Italia catalog project with Jim; update Karly | Next call | | Lincoln | Run first-name testimonial approach by Jim | Next call | | Lauren | Review forwarded video links with Jim; send approved embed links + raw assets (for Google Ads) to Karly | ASAP | | Lauren | Send AIA/CSI tour photos and info to Karly | Thursday | | Lauren | Send Design Assist starter copy to Karly | ASAP | | AAG (Karly) | Build B-tier account list (~200 accounts) via Salesforce lookalike modeling | Before next call | | AAG (Karly) | Develop ABM messaging and differentiator framework | Before next call | | AAG (Karly) | Add Quarra Italia and Prusiani press releases to News section; notify Lauren when live | ASAP | | AAG (Karly) | Resend Quarra Italia site copy outline to Lincoln | ASAP | | AAG (Karly) | Propose options for more prominent Quarra Italia link on USA site | Before next call | --- ## Context & Background - **Automated email flows** (~30 emails total) are nearly complete and expected to be ready for review within a week or two. These cover leads from traditional fabrication, digital fabrication, and fine art forms. - **eGuide content** is still pending review from Lincoln — acknowledged as overdue. - **Lookbooks** (including a Design Assist lookbook) are in progress internally at Quarra. Decision made to keep lookbooks and e-guides as separate assets. - A follow-up **Salesforce call** was scheduled for that Friday. --- ## Related - [[wiki/clients/current/quarra/_index]] - [[wiki/clients/current/quarra/quarra-italia]]