--- title: Marketing Sync — October 2025 type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2025-10-27-quarra-stone-marketing-call-97080304.md tags: - meeting - quarra-stone - quaritalia - email-marketing - salesforce - pardot - account-engagement - segmentation - website layer: 2 client_source: Quarra Stone industry_context: b2b-services transferable: false --- # Marketing Sync — October 2025 **Date:** October 2025 (bi-weekly sync) **Client:** [[wiki/clients/current/quarra/_index|Quarra Stone]] **Attendees:** - Lincoln Durham — Quarra Stone (lldurham@quarrastone.com) - Lauren Pomaranski — Quarra Stone (lpomaranski@quarrastone.com) - Karly Oykhman — Asymmetric (karly.oykhman@asymmetric.pro) - Avokerie Onorimuo — Asymmetric (avoke.onorimuo@asymmetric.pro) --- ## Overview Bi-weekly marketing sync covering five main areas: Quarra Stone website QC and content refresh, Quaritalia staging site progress, Salesforce field cleanup for email segmentation, Pardot/Account Engagement e-guide nurture campaign setup, and a persistent email signature technical issue. --- ## Key Decisions - **Salesforce field cleanup:** Hide the legacy `Industry` field (data too generic — "construction" for everything). Make `Industry Segment`, `Business Channel`, and `Primary Material Type` mandatory on leads and contacts going forward. Karly to verify lead-to-contact conversion mapping for these fields. - **E-guide nurture campaign is Priority 1.** Automated flows for Traditional Fab, Digital Fab, and Fine Art segments. Sender address: `sales@quarrastone.com` (shared inbox). Manual sales-rep enrollment deferred for now. - **Lead exclusion logic:** Once a lead's Salesforce stage moves to "Working," they should be auto-removed from nurture flows. Deferred to a future enhancement. - **Holiday blast emails:** Will send from a generic address (not individual sales reps) to avoid emails appearing to come from former employees. - **Email design:** Approved as-is. Red accent color approved — aligns with Quaritalia branding. Footer address must be updated to `1760 Columbus Street`. - **Content refresh policy:** Marketing materials should use projects less than 5 years old. Collier Memorial is retired from active use. UVA Memorial and (pending Jim's approval) JPMC imagery are preferred replacements. - **Quaritalia copy:** Asymmetric will draft all site copy to unblock development rather than waiting on the Italia team to provide it first. - **Blog approval workflow:** Lincoln emails Karly and Evoke (cc) with blog title, link to Google Doc. Mark removed from the CC list. --- ## Action Items ### Karly (Asymmetric) - [ ] Run site-wide typo/grammar check on Quarra Stone website - [ ] Draft all copy for Quaritalia service and project pages - [ ] Email Federica (cc: Lauren, Lincoln) for Quaritalia project content and bios - [ ] Create a "Projects" folder in the Quaritalia shared Google Drive - [ ] Reshare Quaritalia vision board link to Lauren and Lincoln (via Melissa) - [ ] Hide `Industry` field in Salesforce; make `Industry Segment`, `Business Channel`, and `Primary Material Type` required - [ ] Verify Salesforce lead-to-contact conversion field mapping for the required fields - [ ] Build e-guide nurture flows (Traditional Fab / Digital Fab / Fine Art) — sender: `sales@quarrastone.com`, footer: `1760 Columbus Street` - [ ] Resend e-guide email copy docs to Lincoln for approval - [ ] Add newer project imagery to Quarra Stone site pages - [ ] Consult Mark on email signature technical solution; provide template and instructions to Lauren ### Lauren (Quarra Stone) - [ ] QC Quarra Stone project pages for incorrect data and typos - [ ] Secure Jim's approval for JPMC imagery; send replacement image list to Karly - [ ] Update imagery on blog posts approved by Lincoln - [ ] Manage company-wide email signature rollout once Asymmetric provides template ### Lincoln (Quarra Stone) - [ ] Review and approve e-guide email copy (Google Docs) - [ ] Follow up with Quaritalia to process open invoice - [ ] Schedule call with Veef (and Sergey from Asymmetric) re: Salesforce folder setup; share details with Karly - [ ] Email Martin Foote re: testimonials for Quaritalia site; if approved, request blurbs from Martin, Federica, Gigi, and Fabrizio --- ## Topic Notes ### Quarra Stone Website - User-reported typos and at least one instance of project bio data appearing on the wrong project page. Lauren to QC project pages; Karly to do a full site grammar/typo pass. - **Miss Madison project** write-up approved; going live within 1–2 weeks. - **Blog review:** Lincoln is working through the backlog — approving, revising, or scrapping posts. Approved posts get imagery updates from Lauren. Workflow: Lincoln emails Karly + Evoke (cc) with title and Google Doc link. - **Imagery policy:** No projects older than ~5 years in active marketing materials. Collier Memorial retired. UVA Memorial is the current preferred hero image. JPMC imagery pending Jim's sign-off (Lauren to pursue). ### Quaritalia Website - **Homepage:** Testimonial section approved pending a screenshot for the Italia team to source content. Lincoln will consult Martin Foote on whether testimonials are appropriate given competitive sensitivity. Contact form and location section approved. - **Service & project pages:** Layout approved; mirrors Quarra Stone site. Asymmetric will draft all copy to unblock development. Project-specific content (bios, project details) must come from Federica — Karly to email her directly (cc Lauren, Lincoln). - **Assets:** Italia team has begun uploading video and imagery to the shared Google Drive. Karly to notify dev team to start replacing placeholders. - **Staging site:** Expected in 2–3 weeks for interactive review. - **Open invoice:** Not a blocker for development. Lincoln to follow up with Quaritalia to process. ### Email Marketing / Pardot (Account Engagement) - Account Engagement is set up and ready to send. Goal is to launch lead nurture flows tied to Google Ads e-guide downloads. - **Segmentation fields** (to be made mandatory): `Industry Segment`, `Business Channel`, `Primary Material Type`. Old `Industry` field to be hidden. - **Geolocation:** Global scope — primarily US and Europe, with Dubai as an emerging market. Prospect scoring is in development and will be integrated into flows later. - **Campaign priority:** 1. **E-guide follow-up (automated)** — triggered by form fill on Google Ads landing pages; three flows by segment (Traditional Fab, Digital Fab, Fine Art). From: `sales@quarrastone.com`. 2. **Newsletter** — future; good for re-engagement and brand authority. 3. **Holiday blasts** — future; generic sender to avoid former-employee attribution issues. - **Email design:** Approved. Red accents approved. Address footer must reflect new location: `1760 Columbus Street`. - Asymmetric will build flows now and plug in copy once Lincoln approves the Google Docs. ### Email Signatures - **Current problem:** Signatures are grainy/pixelated and render as file attachments in email threads. - **Requirements:** High-resolution, scalable image that does not attach as a file; clickable website URL at minimum; phone number click-to-call as a bonus. - **Plan:** Karly to consult Mark for a technical solution. If image-based, Asymmetric will produce high-res versions for each employee. Lauren will manage company-wide rollout (instructions email + in-person help as needed). --- ## Next Sync Marketing and Salesforce calls are now bi-weekly (alternating weeks). Next marketing call in two weeks. OKR review for end-of-year / 2026 planning to be presented at or before next call.