--- title: ABM Strategy & Performance Review — 2026-04-05 type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2026-02-23-quarra-stone-marketing-call-124620086.md tags: - quarra-stone - abm - marketing-strategy - seo - google-ads - salesforce - email-marketing - vals-quartzite - content-strategy - meeting layer: 2 client_source: Quarra Stone industry_context: b2b-services transferable: false --- # ABM Strategy & Performance Review — 2026-04-05 ## Overview Asymmetric reviewed Quarra Stone's marketing performance for January–February 2026, refined the ABM segment structure from five initial segments down to three active plus a new Vals Quartzite channel, and agreed on a hybrid email strategy. A key strategic insight emerged from Lincoln's recent sales trip: Quarra has over-marketed complex fabrication work and under-marketed traditional flatwork (panels, flooring, wall cladding), leaving a large addressable market underserved. **Attendees:** - Karly Oykhman (Asymmetric — account lead) - Melissa Cusumano (Asymmetric — account support, stepping in more actively) - Lincoln Durham (Quarra Stone) - Lauren Pomaranski (Quarra Stone) - Avokerie Onorimuo (Asymmetric) --- ## Key Decisions | Decision | Detail | |---|---| | **Marketing pivot to traditional flatwork** | Shift content and sales presentations to highlight panels, flooring, and wall cladding alongside complex projects | | **ABM segments refined to 3 active** | Architecture Firms, Educational Institutions, Historic Preservation — Museums and Fine Art paused | | **Vals Quartzite as a dedicated ABM channel** | New segment targeting architects, landscape architects, GCs, Masons, and developers | | **Hybrid email strategy** | Broad "Now Introducing" blast for Vals Quartzite shingle launch + personalized Salesforce automated sequences for key accounts | | **LinkedIn Ads paused** | Budget focus redirected to email campaigns | | **cervietti.com redirect** | Domain to be redirected to current Quarra Italia site; Asymmetric to email access requirements to Lincoln | | **Open items tracker** | Karly to create a master Google Doc tracker, updated twice weekly, to replace ad-hoc Google Docs review | | **Salesforce nurture hold** | Automations built but not activated pending Lincoln's review of email drip sequences in Google Docs | --- ## Website & SEO Performance (Jan 1 – Feb 20, 2026) ### Google Ads - **Retargeting campaign:** Zero clicks, zero spend. Likely a Google Tag Manager / Tag Container misconfiguration. → Karly to investigate GTM. - **Fine Arts campaign:** High click-through rate but low search impression share (<50%). → Karly to investigate bidding strategy, landing page quality, and domain authority factors. - **Digital Fabrication campaign:** Strong search impression share (>50%) — capturing most of the available search demand for this category. - **E-guides status:** CNC Capabilities Guide is finalized. Fine Arts and Traditional Fabrication guides still pending. Salesforce nurture email sequences (7-email cadence, weekly) are written and built but not yet activated. ### Organic SEO - **Domain Rating:** Stable at 33 — solid for a company of Quarra's size. - **Backlinks:** Up (positive signal). - **Organic keywords:** Slight dip from ~95 keywords. Not alarming but warrants fresh content to stabilize. - **Organic traffic:** Minor dip, likely attributable to content age and small absolute numbers causing percentage swings. - **Average search position:** 7.5 across all ranking keywords. - **Vals Quartzite search:** Quarra ranks 1st and 4th for "Vals Quartzite" — strong position ahead of ABC Stone and Cold Spring Granite. ### Content & Engagement - **Average time on site:** 32 seconds. - **Top trending pages:** Homepage and Vals Quartzite pages trending up. - **Factory page:** Higher-than-average bounce rate — flagged for improvement. - **AI citations:** Decent volume already; team wants to increase this via FAQ-enriched blog posts. - **Blog strategy:** Adding FAQ sections to blog posts improves AI search visibility — when a user asks a specific question, AI pulls the FAQ answer and cites Quarra first. --- ## ABM Segment Refinement ### Original 5 Segments → Revised Structure | Segment | Status | Notes | |---|---|---| | **Architecture Firms** | ✅ Active | ~150 target accounts; decision makers: principals, project architects | | **Educational Institutions** | ✅ Active | ~100 targets; Ivy League + liberal arts; **add Masons and GCs** to target list; Yale is largest historical client by project count | | **Historic Preservation** | ✅ Active | ~100 targets; restoration GCs, preservation architects, historic district PMs; **add Masons and GCs** | | **Museums** | ⏸ Paused | Redirect focus to galleries (e.g., Pace, Whitney) that represent and fund artists — more productive touchpoint | | **Fine Art / Public Art** | 🔀 Split & revised | **Fine Art:** not viable as a target segment. **Public Art:** viable — target municipalities, universities, private developers (e.g., NYC percent-for-art requirements), institutions | | **Vals Quartzite** | 🆕 New channel | Architects, landscape architects, GCs, Masons, developers; primary use cases: high-end residential > commercial > institutional | ### 3-Pillar Messaging Framework All ABM copy (landing pages, emails, outreach) must incorporate at least two of three pillars: - **Head** — Precision & engineering (technical showcases, fabrication capability) - **Heart** — Ethos & longevity (memorials, permanence, meaningful work) - **Conscience** — Sustainability & service life (responsible sourcing, material longevity) --- ## Vals Quartzite Launch Campaign Lincoln's sales trip surfaced a near-term launch opportunity: - New shingle samples arriving from Switzerland this week (at time of meeting). - Professional project photography expected from the architect of a completed shingles project. - **Planned launch sequence:** 1. Broad "Now Introducing Vals Quartzite Shingle System" email blast to all relevant contacts (old-school marketing email format with photos). 2. Follow-up with personalized, automated Salesforce sequences for key accounts. - Lauren to set up a photography session for the new samples. - Photography usage rights from the architect's project TBD. --- ## Content & Process Issues ### Quarra Italia Content Delay - Fede and Gigi (Quarra Italia) have delayed content delivery, citing the onboarding of a new marketing hire (Monica, starting March 2026). - **Decision:** Lincoln will push back and request content immediately — the new hire can react to existing content rather than starting from scratch. ### cervietti.com Redirect - The Franco Cervietti website (`cervietti.com`) remains live and causes brand confusion — an architect on Lincoln's sales trip asked about it directly. - **Decision:** Redirect domain to current Quarra Italia site. - **Context:** Franco Cervietti still operates a side business and leases space from Quarra; he may push back. Lincoln is proceeding regardless. - **Action:** Asymmetric to email Lincoln (cc Gigi/Fede) with DNS/hosting access requirements. ### Open Items Tracker - Lincoln flagged that the current Google Docs structure makes it hard to distinguish open vs. resolved review items. - **Solution:** Karly to create a single master tracker Google Doc with prioritized open items, auto-linked to source docs, updated twice weekly. --- ## Action Items ### Lincoln Durham (Quarra) - [ ] Email Fede/Gigi requesting Quarra Italia content immediately — do not wait for Monica's onboarding - [ ] Review email drip sequences (TradFab, DigFab, Fine Art) in Google Docs and provide feedback - [ ] Provide `cervietti.com` domain/DNS access to Asymmetric ### Lauren Pomaranski (Quarra) - [ ] Send landscape version of Capitol Belt header image to Karly - [ ] Send additional Capitol Belt project images (currently only one on file) - [ ] Set up photography session for incoming Vals Quartzite shingle samples ### Karly Oykhman (Asymmetric) - [ ] Investigate Fine Arts Google Ad low search impression share - [ ] Check Google Tag Container — fix retargeting campaign (zero clicks/spend) - [ ] Build Salesforce nurture automations; hold activation pending Lincoln's Google Doc review - [ ] Create and share open-review tracker with Lincoln/Lauren; update 1–2x per week - [ ] Send performance report to Quarra with baseline-vs-current comparison (Lincoln's request) - [ ] Email Lincoln/Lauren re: `cervietti.com` redirect; request DNS/hosting access; cc Gigi/Fede - [ ] Analyze organic traffic dip; identify keyword changes; report findings - [ ] Rework ABM segment doc: add Vals Quartzite channel, add Masons/GCs to Education and Historic Preservation, pause Museums, split Public Art from Fine Art ### Asymmetric (general) - [ ] Melissa Cusumano stepping in as co-account support; copy on all future communications --- ## Related - [[clients/current/quarra/_index]] - [[clients/current/quarra/vals-quartzite-channel]]