--- title: Quarra ABM Vertical Targeting Strategy type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2026-01-28-quarra-stone-marketing-call-117824128.md tags: - abm - account-based-marketing - vertical-targeting - icp - quarra-stone - salesforce - linkedin-ads - email-campaigns - outbound-sales layer: 2 client_source: null industry_context: null transferable: true --- # Quarra ABM Vertical Targeting Strategy ## Overview Asymmetric developed an Account-Based Marketing (ABM) strategy for [[wiki/clients/quarra-stone/_index|Quarra Stone]] to replace a broad Google Ads approach that underperformed due to low search volume in their specialized niche. The strategy segments outreach into five industry verticals identified from Salesforce opportunity data, each with a tailored ideal customer profile (ICP), messaging angle, and dedicated campaign assets. The core rationale: Quarra Stone's services are highly specialized, meaning traditional top-of-funnel search marketing generates insufficient volume. ABM's targeted approach means even two or three closed accounts will generate ROI that more than justifies the investment. --- ## Target Verticals Five verticals were identified from Salesforce win data. All five will be worked over the course of the year, with three launched first pending Lincoln Durham's confirmation. | Vertical | Target Account Count | Priority | |---|---|---| | Architecture Firms | ~150 | Top 3 | | Historic Preservation | ~75–100 | Top 3 | | Fine Art / Public Art | ~75–100 | Top 3 | | Higher Education | ~100 | Secondary | | Museums | ~75–100 | Secondary | > **Pending:** Lincoln Durham must confirm the top 3 priority verticals before initial campaign build begins. Lauren Pomaranski's initial read aligns with Architecture, Historic Preservation, and Fine Art / Public Art as the highest-value segments by project size. --- ## Messaging Pillars Three pillars are combined and weighted differently per vertical to create tailored messaging. All copy — emails, landing pages, e-guides — rolls up under the pillar(s) assigned to that vertical. ### Pillar 1 — Head (Expertise & Precision) Emphasizes CNC precision, engineering capability, and design partnership. Primary fit for **Architecture Firms** and **Fine Art / Public Art**. ### Pillar 2 — Heart (Legacy & Timelessness) Emphasizes building lasting, meaningful work — pieces that endure. Primary fit for **Higher Education** and **Museums**. ### Pillar 3 — Conscience (Sustainability & Authentic Values) Emphasizes responsible sourcing, authentic materials, and values alignment. Primary fit for **Historic Preservation**; secondary fit for Museums. --- ## Vertical-Level Messaging Map | Vertical | Primary Pillar(s) | Key Message Theme | |---|---|---| | Architecture Firms | Head | Engineering & precision partnership | | Higher Education | Heart | Build your campus for generations | | Museums | Heart + Conscience | Legacy and authentic materials | | Historic Preservation | Head + Conscience | Precision meets authentic restoration | | Fine Art / Public Art | Head + Heart | We speak artist and engineer | > Note: The "Fine Art / Public Art" framing ("we speak artist and engineer") was flagged for Lincoln's review — he may want to refine the language. --- ## Campaign Execution Model For each vertical, the following assets and channels are built out: ### Account Lists - 75–150 net-new prospect accounts per vertical (companies not currently in Quarra Stone's client base) - Contact data purchased from a lead broker once ICPs are finalized - All accounts and contacts loaded into **Salesforce** for tracking ### Assets Per Vertical - **Unique landing page** tailored to the vertical's messaging pillar(s) - **Downloadable e-guide** (lead magnet) to capture interest and build pipeline ### Channels - **Nurture email sequences** — one sequence per vertical, driving traffic to the vertical landing page - **LinkedIn Ads** — can be targeted two ways: - *Exact-match*: ads served specifically to the named companies on the prospect list - *ICP-match*: ads served to profiles matching the ICP criteria (likely captures most target companies anyway, with broader reach) ### Sales Handoff All prospect touchpoints tracked in Salesforce. When a prospect engages, the sales rep receives full context on what content the prospect has seen and how they've interacted. ### Battle Cards Initially scoped but deprioritized — Quarra Stone operates in a low-competition environment, so competitive battle cards were deemed low-value for now. Can be added later if needed. --- ## 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) | "90 days" is measured from the date campaigns go live, not from strategy approval. --- ## Rollout Sequencing 1. Lincoln confirms top 3 priority verticals 2. ICPs finalized; lead broker engaged to purchase contact lists 3. Lists loaded into Salesforce 4. Landing pages and e-guides built (3 verticals first) 5. Email sequences written and scheduled 6. LinkedIn ads configured and launched 7. Monitor metrics; expand to remaining 2 verticals Three verticals are launched first to reduce simultaneous content review burden on the Quarra Stone team. --- ## Strategic Context This strategy was introduced in the [[wiki/clients/quarra-stone/meetings/2026-01-28-abm-strategy-introduction|January 2026 marketing call]]. The prior year's approach relied on Google Ads and SEO; SEO work continues in parallel as an organic capture layer, but paid search is being deprioritized given low keyword search volume in Quarra Stone's niche. Lincoln is also developing a separate sales team target list. A future discussion is needed to determine whether that list feeds into the ABM campaign or runs as a parallel sales motion. --- ## Open Items - [ ] Lincoln to confirm top 3 priority verticals - [ ] Lincoln to review full ABM deck and provide feedback (Karly to send) - [ ] Determine how Lincoln's sales team target list integrates with ABM account lists --- ## Related - [[wiki/clients/quarra-stone/_index|Quarra Stone Client Overview]] - [[wiki/clients/quarra-stone/meetings/2026-01-28-abm-strategy-introduction|Meeting: ABM Strategy Introduction (Jan 2026)]] - [[wiki/knowledge/outbound-sales/abm-campaign-framework|ABM Campaign Framework]]