--- title: ABM Strategy Introduction — 2026-04-05 type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2026-01-28-quarra-stone-marketing-call-117824128.md tags: - quarra-stone - abm - marketing-strategy - account-based-marketing - salesforce - linkedin-ads - email-campaigns layer: 2 client_source: Quarra Stone industry_context: b2b-services transferable: false --- # ABM Strategy Introduction — 2026-04-05 ## Overview Asymmetric presented a new Account-Based Marketing (ABM) strategy to Quarra Stone in this working session. The meeting also covered website content updates and the stalled Quaritalia site launch. Lincoln Durham was not present; the ABM deck was to be forwarded to him for review and confirmation of priority verticals. **Attendees:** - Lincoln Durham (Quarra Stone) — absent, to receive deck async - Lauren Pomaranski (Quarra Stone) - Avokerie Onorimuo (Asymmetric) - Karly Oykhman (Asymmetric) --- ## Key Decisions - **Shift from Google Ads to ABM.** Broad search-intent advertising was deemed a poor fit given the low search volume for Quarra Stone's specialized services. ABM's targeted approach is expected to deliver significantly higher ROI — even 2–3 closed accounts would justify the investment. - **Five target verticals identified** from Salesforce opportunity and contract-value data. All five will be worked over the course of the year, starting with three priority verticals. - **Top 3 priority verticals (pending Lincoln's confirmation):** Architecture Firms, Historic Preservation, and Fine Art / Public Art. Lauren agreed with this ranking off the top of her head. - **Battle cards deprioritized.** Given limited competition in Quarra Stone's niche, competitive battle cards were removed from the initial plan scope. - **JPMC project removed from active marketing.** No content can be published until the client firm issues its own press release (expected in a few months). Karly will hold and re-activate when Lauren gives the green light. - **Homepage slideshow to be replaced with looping video** of robots in action to improve engagement. --- ## ABM Strategy Detail ### Rationale Quarra Stone's services are highly specialized, resulting in low organic search volume. Traditional top-of-funnel channels (Google Ads) are inefficient. ABM targets a defined list of high-fit accounts directly, making it well-suited to a business where a single closed deal carries significant contract value. ### Target Verticals Identified from Salesforce top customers by opportunities won and contract value: | # | Vertical | Target Account Count | Priority | |---|---|---|---| | 1 | Architecture Firms | ~150 | ⭐ Top 3 | | 2 | Higher Education | ~100 | | | 3 | Museums | ~75–100 | | | 4 | Historic Preservation | ~75–100 | ⭐ Top 3 | | 5 | Fine Art / Public Art | ~75–100 | ⭐ Top 3 | > **Pending:** Lincoln to confirm the top 3 priority verticals before initial campaign build begins. ### Messaging Pillars Three pillars will be mixed and matched to create tailored messaging per vertical: - **Head** — Expertise, CNC precision, engineering and design partnership - **Heart** — Legacy, timeless pieces, emotional resonance - **Conscience** — Sustainability, responsible sourcing, authentic values Example pillar assignments: - Architecture Firms → Head (precision, engineering partnership) - Higher Education → Heart (legacy, "building your campus for generations") - Historic Preservation → Head + Heart - Museums → Heart + Conscience (legacy + authentic materials) - Fine Art / Public Art → Heart + Head ### Campaign Execution 1. **Account lists** — Purchase contact data from a lead broker once ICPs are finalized; load into Salesforce. 2. **Battle cards** — Removed from scope (low competition in this niche). 3. **Assets per vertical:** - Unique landing page - Downloadable e-guide (lead magnet) 4. **Channels:** - Nurture email sequences (one sequence per vertical) - LinkedIn Ads — either company-specific targeting or ICP-based targeting (both options discussed; ICP-based will likely still capture target accounts) 5. **Tracking** — All prospect touchpoints logged in Salesforce for clean sales handoff. ### 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) | --- ## Other Topics ### Website — Homepage Video Lauren requested replacing the static photo slideshow on the homepage hero with a looping video of the robots working. - Karly to send video specs (resolution, dimensions, recommended timing). - Lauren to prioritize which video clips go first in the loop. - Suggestion: include footage of near-finished work to preserve the "finished product" feel of the current slideshow. - New project photos to go live by Monday (Jan 30; Feb 2 at the latest). ### Quaritalia Site — Stalled The Quaritalia microsite has been in staging for 3+ months. Hosting fees have now begun, creating financial urgency to complete and launch. **Blocked on content from Fede (Quaritalia client):** - New/replacement photos for the staging site - Vector file of the Quaritalia logo - Project examples to showcase - Page copy (Asymmetric provided outlines; client needs to fill in) Lauren to follow up with Fede directly and copy Karly. ### Testimonials Lauren has not yet spoken with Jim about adding video or written testimonials to the Quarra Stone website. Carried forward. --- ## Action Items | Owner | Action | Due | |---|---|---| | Karly | Remove JPMC from active marketing list; hold until Lauren signals approval | Immediate | | Karly | Upload Lauren's new project photos to site | By Jan 30 (hard deadline Feb 2) | | Karly | Email Lauren homepage video specs (resolution, dimensions, timing) + request prioritized video list | This week | | Karly | Send ABM deck to Lauren and Lincoln; ask Lincoln to confirm top 3 priority verticals | This week | | Lauren | Follow up with Fede (Quaritalia) re: all missing staging content; copy Karly | This week | | Lincoln | Review ABM deck and confirm top 3 priority verticals | Before next meeting | --- ## Related - [[wiki/clients/current/quarra/_index]] - [[wiki/clients/current/quarra/quaritalia-site]]