---
title: Quarra Stone 2026 ABM Target Accounts
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2025-12-08-quarra-stone-marketing-call-107117202.md
tags:
- quarra-stone
- abm
- account-based-marketing
- outbound-sales
- 2026-planning
- lead-generation
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Quarra Stone 2026 ABM Target Accounts

## Overview

In the December 2025 strategy alignment call, Quarra Stone and Asymmetric agreed to pivot the 2026 marketing approach away from a general inbound lead volume goal (originally: +20% inbound leads) toward an **Account-Based Marketing (ABM)** model. The shift reflects Quarra Stone's sales team focus on landing high-value, complex projects with top-tier firms rather than increasing raw lead quantity.

The target account list is being finalized by Quarra Stone's sales leadership (Ed/Lincoln Durham) through internal sales planning sessions. Once shared, it will anchor the 2026 ABM strategy.

See also: [[clients/quarra-stone/_index]] | [[knowledge/outbound-sales/abm-strategy-overview]]

---

## Strategic Rationale

- Quarra Stone's inbound lead volume has been roughly **static** — growth in quantity alone is not the priority.
- The sales team is actively identifying the **largest and most influential architecture/design firms and builders** globally (and in key markets like Aspen, CO).
- Repeat business accounts for **~50%+ of current projects**, often driven by prior relationships with architects, GCs, or designers who write Quarra into project specs.
- ABM allows marketing to directly support sales outreach to named accounts rather than casting a wide net.

---

## Target Account Criteria

Based on the call, target accounts should meet one or more of the following:

- **Top-tier architecture and design firms** — global heavy hitters with complex, high-specification stone projects
- **Major builders and general contractors** — particularly those active in markets where Quarra has existing presence (e.g., Aspen, CO; Boston, MA)
- **Firms likely to require Design Assist services** — projects involving pre-construction engineering, 3D modeling, steel backup systems, or integrated stone packages
- **Accounts with prior Quarra relationships** — firms where a relationship exists but has gone dormant (e.g., Pazzotti Brothers pattern: repeat work with multi-year gaps)

> **Status:** Account list to be shared by Ed/Lincoln Durham following internal sales planning sessions (week of 2025-12-09).

---

## ABM Tactics (Planned)

Once the account list is confirmed, Asymmetric will develop a full ABM strategy. Tactics under consideration:

### LinkedIn Advertising
- Target specific individuals at named accounts by job title and company
- Promote Design Assist capabilities and high-profile project case studies (JPMC, Obama art installations)
- Potentially boost organic posts for broader brand recognition among target audiences

### Sales-Aligned Email Outreach
- Build Salesforce email templates tailored to specific lead types and project categories
- Support sales reps with pre-written sequences they can customize per account
- Automate lead handoff: new inbound leads assigned to Ed in Salesforce with notification, then manually delegated based on fit and rep capacity

### Sales Playbook Integration
- Formalize the existing informal playbook in Salesforce (if-this-then-that logic, stage templates, dashboards)
- Align marketing touchpoints with sales outreach cadence so accounts receive coordinated contact
- See: [[knowledge/crm/salesforce-sales-playbook-quarra-stone]]

### Content Targeting
- Send relevant project case studies and bios to past contacts at target accounts to re-engage dormant relationships
- Use Design Assist lookbooks and the forthcoming Design Assist services page as leave-behinds and email attachments
- Press releases for high-profile completed projects (JPMC, Martin Puryear/Maya Lin Obama art) to build backlinks and brand authority with target-firm audiences

---

## Metrics & Goals

The revised 2026 goals document (to be sent by Karly Oykhman within one week of the call) will replace the original +20% inbound lead metric with ABM-specific KPIs. Likely metrics to track:

- Number of target accounts engaged (marketing touches)
- Number of target accounts with active sales opportunities opened
- Pipeline value attributed to ABM-sourced or ABM-influenced accounts
- LinkedIn ad reach/engagement among target account employees

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## Open Items & Action Items

| Owner | Action | Status |
|---|---|---|
| Ed (Lincoln Durham) | Share 2026 target account list with Karly | ⬜ Pending |
| Ed (Lincoln Durham) | Share sales playbook outline with Karly | ⬜ Pending |
| Karly Oykhman | Revise 2026 goals doc to reflect ABM strategy; send to Ed + Lauren within one week | ⬜ Pending |
| Karly Oykhman | Build ABM strategy once account list is received | ⬜ Pending |
| Karly Oykhman | Build Salesforce lead-handoff workflow (assign to Ed, notify on new lead) | ⬜ Pending |
| Karly Oykhman | Move Salesforce call to Dec 12 at 9:30 AM; invite sales reps | ⬜ Pending |

---

## Related Articles

- [[clients/quarra-stone/_index]]
- [[knowledge/outbound-sales/design-assist-positioning]]
- [[knowledge/crm/salesforce-sales-playbook-quarra-stone]]
- [[meetings/2025-12-08-quarra-stone-2026-strategy-alignment]]