---
title: Quarra Stone Salesforce Lead Segmentation & Field Cleanup
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2025-10-27-quarra-stone-marketing-call-97080304.md
tags:
- salesforce
- segmentation
- pardot
- account-engagement
- quarra-stone
- data-hygiene
- email-marketing
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Quarra Stone Salesforce Lead Segmentation & Field Cleanup

## Overview

Effective email nurturing via Pardot/Account Engagement depends on clean, consistent segmentation data in Salesforce. As of the October 2025 marketing sync, Quarra Stone's lead records contained an outdated `Industry` field with values too generic to be useful (effectively everything mapped to "construction"), alongside newer, more specific fields that were not yet mandatory. The agreed fix: hide the old field and enforce three key fields as required on all lead records.

## The Problem

- The legacy `Industry` field was a standard Salesforce field with values irrelevant to Quarra Stone's actual market segments (e.g., "Construction" applied to virtually everything).
- Two newer, more granular fields — `Industry Segment` and `Business Channel` — existed but were optional, leading to inconsistent population.
- Incomplete segmentation data makes it impossible to route leads into the correct Pardot nurture flows (Traditional Fab, Digital Fab, Fine Art).

> *"The only one in there is construction for everything that we do basically so it's hyper irrelevant."* — Lincoln Durham

## Agreed Changes

### 1. Hide the Legacy `Industry` Field
- Hide `Industry` from all Salesforce page layouts so it is no longer visible or editable by the sales team.
- The underlying data is **preserved** in the background; it is simply not surfaced going forward.
- This prevents further pollution of the field while avoiding a destructive data change.

### 2. Make Three Fields Mandatory

| Field | Rationale |
|---|---|
| `Industry Segment` | Primary segmentation dimension for email campaign routing |
| `Business Channel` | Secondary segmentation; combined with Industry Segment covers needed specificity |
| `Primary Material Type` | Relevant even at the lead stage; editable later if it changes |

Making these required means:
- Any **new** lead record must have all three populated before saving.
- Any **existing** record that is edited cannot be saved without filling in the missing values — this creates a natural backfill as the team works their pipeline.

### 3. Verify Lead-to-Contact Conversion Mapping
When a lead converts to a contact, the required field values must carry over correctly. Karly to verify that `Industry Segment`, `Business Channel`, and `Primary Material Type` are mapped in the lead conversion field mapping settings.

## Connection to Email Nurturing

These fields are the segmentation backbone for the Pardot e-guide nurture flows. When a prospect downloads an e-guide via a Google Ads landing page, they are automatically enrolled in the flow matching their segment. Without reliable field data, leads cannot be routed accurately.

See also: [[wiki/clients/quarra-stone/index]] | [[wiki/knowledge/email-marketing/pardot-eguide-nurture-flows]]

## Implementation Notes

- **Who:** Karly Oykhman (Asymmetric) to make the Salesforce configuration changes.
- **Communication:** Sales team should be informed of the new required fields and why they matter for their lead follow-up experience.
- **Future enhancement:** Once prospect scoring is developed, it can be layered into segmentation logic without requiring structural changes to these fields.
- **Geolocation:** Global location data (US + Europe + opportunistic Middle East) was flagged as a future segmentation dimension but is not part of this immediate cleanup.

## Action Items

- [ ] Hide `Industry` field from Salesforce lead page layouts (@Karly Oykhman)
- [ ] Make `Industry Segment`, `Business Channel`, and `Primary Material Type` required on lead records (@Karly Oykhman)
- [ ] Verify lead-to-contact conversion field mapping for all three required fields (@Karly Oykhman)
- [ ] Communicate field changes to Quarra Stone sales team (@Lincoln Durham)