---
title: Email Strategy — Quarra Architectural Stone
type: article
created: '2025-10-27'
updated: '2025-10-27'
source_docs:
- raw/2025-10-27-weekly-call-w-96951193.md
tags:
- email-strategy
- cora-italia
- salesforce
- account-engagement
- zoom-info
- b2b-funnel
- segmentation
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Email Strategy — Quarra Architectural Stone

## Overview

This article captures the prioritized email marketing strategy developed for Cora Italia's Quarra stone business, discussed during the 2025-10-27 weekly agency sync. The core principle is **focus on one business line at a time** to prevent client review bottlenecks and ensure campaign quality. The strategy uses Salesforce Account Engagement as the delivery platform and ZoomInfo for list expansion.

> **Note:** As of 2025-10-27, this project is on hold pending Cora Italia's payment to Lincoln for previously delivered work. No new work should begin until the invoice is settled. See [[clients/cora-italia/_index]] for payment status.

---

## Business Line Prioritization

Cora Italia operates across multiple lines of business that require entirely different audiences, messaging, and campaign structures. Running campaigns across all lines simultaneously risks diluting focus and stalling on client approvals (a known pattern — materials sent in July 2025 were still in review as of this meeting).

| Priority | Business Line | Rationale |
|---|---|---|
| **1 — Primary** | Architectural Stone (cladding, facades) | Largest addressable audience; clear buyer personas (architects, designers, developers, GCs) |
| **2 — Secondary** | Stone Restoration & Renovation | Strong targeting signal (any building with exterior stone); overlapping audience with Priority 1 |
| **3 — Deprioritized** | Fine Art | Difficult to target at scale; sculptors and artist reps are not concentrated on reachable channels |

The recommended sequencing: launch the architectural stone campaign, let it run and stabilize, then layer in a restoration campaign. Fine art should be revisited only after the first two are producing results.

---

## Target Audiences by Business Line

### Architectural Stone (Priority 1)
- Architects
- Interior and exterior designers
- Real estate developers
- General contractors
- Construction managers
- Building owners / property developers

### Stone Restoration (Priority 2)
- Architects (historic preservation focus)
- Project managers
- General contractors
- Building owners with aging stone exteriors

### Fine Art (Deprioritized)
- Galleries
- Artist representatives
- Architects with fine art project components
- Consultants

---

## Funnel Allocation & List Strategy

### Current Database
Cora Italia's Salesforce Account Engagement instance holds approximately **7,316 contacts**. While this appears substantial, it will be exhausted quickly if used without a parallel top-of-funnel replenishment strategy.

### Recommended Split
| Funnel Stage | Allocation | Tactic |
|---|---|---|
| **MOFU (Middle of Funnel)** | 75% | Work existing contact list; nurture known prospects with targeted campaigns by business line |
| **TOFU (Top of Funnel)** | 25% | Expand list via ZoomInfo; acquire net-new contacts in target industries |

The 75/25 split reflects Lincoln's stated preference for lead quality over volume, while ensuring the pipeline doesn't run dry. ZoomInfo is the recommended tool for TOFU list acquisition given its B2B industry filtering capabilities.

---

## Segmentation Approach

Campaigns should be segmented **by business line**, not by geography. Location-based segmentation was considered but deprioritized — Quarra's business is not geographically constrained in a way that meaningfully changes messaging.

Existing Salesforce fields to leverage:
- **Industry** — already implemented in the CRM
- **Lead Stage** — should be kept current to enable funnel-stage targeting
- **Lead Score** — useful for MOFU prioritization once scoring is configured

---

## Key Constraints & Risks

- **Client review velocity** is the primary execution risk. Cora Italia has a history of slow approval cycles. Limiting scope to one campaign at a time directly mitigates this.
- **Payment hold** — all work is paused until the outstanding invoice is resolved. See action items below.
- **Fine art targeting** is genuinely difficult at scale and should not consume campaign resources until architectural stone and restoration are producing pipeline.

---

## Action Items

- [ ] Karly to ask Lincoln about Cora Italia payment status before proceeding with any new work
- [ ] Update strategy deck to reflect A-M-B (Awareness → MOFU → BOFU) funnel structure; remove extra slides to keep client presentation focused
- [ ] Confirm ZoomInfo access / subscription for TOFU list expansion
- [ ] Define initial target segment for architectural stone campaign (job titles + industries) in Salesforce Account Engagement

---

## Related

- [[clients/cora-italia/_index]]
- [[knowledge/email-marketing/b2b-funnel-structure]]
- [[knowledge/tools/salesforce-account-engagement]]
- [[meetings/2025-10-27-weekly-call-american-extraction-cora-italia-salesforce]]