--- title: Vals Quartzite Launch Campaign type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2026-02-23-quarra-stone-marketing-call-124620086.md tags: - content-marketing - abm - vals-quartzite - email-marketing - quarra-stone - campaign layer: 2 client_source: null industry_context: null transferable: true --- # Vals Quartzite Launch Campaign ## Overview Quarra Stone is launching a dedicated ABM campaign for its Vals Quartzite shingle system. The campaign was conceived during a February 2026 strategy review with Asymmetric, where Vals Quartzite was elevated from a product line into a full standalone ABM segment. The launch centers on a "Now Introducing" email blast paired with professional photography, followed by personalized Salesforce-automated sequences for key accounts. This campaign also reflects a broader strategic pivot: Quarra has over-marketed its complex fabrication capabilities and under-marketed traditional flatwork (panels, flooring, wall cladding). The Vals Quartzite launch is an opportunity to correct that perception and reach a larger, underserved market. Related client context: [[wiki/clients/quarra-stone/_index.md]] --- ## Strategic Rationale During a sales trip in early 2026, Lincoln Durham (Quarra) observed that architects and specifiers were surprised to learn Quarra handles traditional flatwork — they assumed the company focused exclusively on complex sculptural projects. Vals Quartzite is a high-visibility product with strong existing search demand (Quarra ranks #1 and #4 for "Vals Quartzite") and a natural fit for residential, commercial, and institutional flatwork applications. Key insight from the meeting: > "There's a ton of firms that we can pull from that we've sold Vals to historically… and there's just the whole mountain region that we sell that material." — Lincoln Durham --- ## Target Audience The Vals Quartzite segment targets a broad but defined audience, prioritized in this order: 1. **High-end residential architects** (primary use case for Vals Quartzite) 2. **Landscape architects** 3. **General Contractors (GCs)** 4. **Masons** 5. **Commercial and institutional developers** Project types span high-end residential, commercial, and institutional. The shingle system specifically targets roofing and cladding applications in the mountain/alpine region and beyond. --- ## Campaign Structure ### Phase 1 — "Now Introducing" Blast A broad, visually driven email blast to all relevant contacts in Quarra's Salesforce database and the new ABM list. - **Format:** Traditional marketing email with imagery (not a plain-text personalized email) - **Content:** Announce the Vals Quartzite shingle system; lead with new sample photography and professional project photos - **Trigger:** Contingent on receipt of (a) new Vals Quartzite samples from Switzerland and (b) professional project photography from the architect **Asset dependencies:** - New shingle samples arriving from Switzerland (expected late February 2026) - Professional project photography from the architect who commissioned the shingle installation (usage rights TBD) - Internal photography session at Quarra to capture sample detail shots ### Phase 2 — Personalized Salesforce Sequences Following the blast, high-priority accounts receive tailored, automated email sequences built in Salesforce. - **Format:** Plain-text, one-to-one style emails (no marketing imagery) - **Personalization:** AI-scraped account research docs inform each email — referencing specific projects, sustainability positioning, growth signals, and decision-maker priorities - **Cadence:** Multi-touch sequence (email → LinkedIn → email, etc.) - **Automation:** Sequences run automatically once reviewed and approved; responses route to a Quarra sales rep This hybrid approach — broad blast followed by personalized sequences — was agreed upon in the February 2026 call as the optimal balance of reach and relevance. --- ## Messaging Framework All campaign copy should incorporate at least two of Quarra's three messaging pillars: | Pillar | Theme | Application | |---|---|---| | **Head** | Precision & engineering | Tolerances, fabrication capability, CNC detail | | **Heart** | Ethos & longevity | Materials that outlast the building; legacy | | **Conscience** | Sustainability & service life | Responsible sourcing, lifecycle value | For Vals Quartzite specifically, the Heart and Conscience pillars are especially resonant — natural stone shingles are a centuries-old material with exceptional service life and low embodied carbon relative to synthetic alternatives. --- ## Supporting Assets Needed | Asset | Owner | Status | |---|---|---| | Vals Quartzite shingle samples (Switzerland) | Lincoln / Quarra | Expected late Feb 2026 | | Professional project photography | Architect (via Lincoln) | Pending; usage rights unclear | | Internal detail photography session | Lauren / Quarra | To be scheduled after samples arrive | | ABM account list (Vals segment) | Karly / Asymmetric | In progress — being added to revised ABM doc | | Email copy (blast + sequences) | Karly / Asymmetric | Pending asset delivery | | Salesforce automation build | Karly / Asymmetric | On hold pending Lincoln's review of existing drip sequences | --- ## Channel Decisions - **Email:** Primary channel. Both blast and personalized sequences. - **LinkedIn Ads:** Paused. LinkedIn targeting of the ABM list was discussed but deferred to keep budget focused on email. - **Google Ads:** Existing campaigns continue; no Vals-specific paid search planned at this stage. - **Content / SEO:** Vals Quartzite pages are already trending up in organic search. Blog posts with FAQ sections recommended to improve AI citation visibility. --- ## Action Items - [ ] **Lauren** — Schedule photography session once Vals samples arrive from Switzerland - [ ] **Lincoln** — Confirm professional project photography availability and usage rights with architect - [ ] **Karly** — Add Vals Quartzite as a formal ABM segment in the revised strategy document - [ ] **Karly** — Build Salesforce automation for personalized sequences (hold launch pending Lincoln's Google Doc review of existing drip emails) - [ ] **Karly** — Draft "Now Introducing" blast email once photography assets are confirmed --- ## Related Articles - [[wiki/clients/quarra-stone/_index.md]] - [[wiki/knowledge/content-marketing/abm-segment-refinement-quarra-2026.md]] - [[wiki/knowledge/content-marketing/hybrid-email-strategy.md]]