Asymmetric presented a new Account-Based Marketing (ABM) strategy to Quarra Stone in this working session. The meeting also covered website content updates and the stalled Quaritalia site launch. Lincoln Durham was not present; the ABM deck was to be forwarded to him for review and confirmation of priority verticals.
Attendees:
- Lincoln Durham (Quarra Stone) — absent, to receive deck async
- Lauren Pomaranski (Quarra Stone)
- Avokerie Onorimuo (Asymmetric)
- Karly Oykhman (Asymmetric)
Quarra Stone's services are highly specialized, resulting in low organic search volume. Traditional top-of-funnel channels (Google Ads) are inefficient. ABM targets a defined list of high-fit accounts directly, making it well-suited to a business where a single closed deal carries significant contract value.
Identified from Salesforce top customers by opportunities won and contract value:
| # | Vertical | Target Account Count | Priority |
|---|---|---|---|
| 1 | Architecture Firms | ~150 | ⭐ Top 3 |
| 2 | Higher Education | ~100 | |
| 3 | Museums | ~75–100 | |
| 4 | Historic Preservation | ~75–100 | ⭐ Top 3 |
| 5 | Fine Art / Public Art | ~75–100 | ⭐ Top 3 |
Pending: Lincoln to confirm the top 3 priority verticals before initial campaign build begins.
Three pillars will be mixed and matched to create tailored messaging per vertical:
Example pillar assignments:
- Architecture Firms → Head (precision, engineering partnership)
- Higher Education → Heart (legacy, "building your campus for generations")
- Historic Preservation → Head + Heart
- Museums → Heart + Conscience (legacy + authentic materials)
- Fine Art / Public Art → Heart + Head
| 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) |
Lauren requested replacing the static photo slideshow on the homepage hero with a looping video of the robots working.
The Quaritalia microsite has been in staging for 3+ months. Hosting fees have now begun, creating financial urgency to complete and launch.
Blocked on content from Fede (Quaritalia client):
- New/replacement photos for the staging site
- Vector file of the Quaritalia logo
- Project examples to showcase
- Page copy (Asymmetric provided outlines; client needs to fill in)
Lauren to follow up with Fede directly and copy Karly.
Lauren has not yet spoken with Jim about adding video or written testimonials to the Quarra Stone website. Carried forward.
| Owner | Action | Due |
|---|---|---|
| Karly | Remove JPMC from active marketing list; hold until Lauren signals approval | Immediate |
| Karly | Upload Lauren's new project photos to site | By Jan 30 (hard deadline Feb 2) |
| Karly | Email Lauren homepage video specs (resolution, dimensions, timing) + request prioritized video list | This week |
| Karly | Send ABM deck to Lauren and Lincoln; ask Lincoln to confirm top 3 priority verticals | This week |
| Lauren | Follow up with Fede (Quaritalia) re: all missing staging content; copy Karly | This week |
| Lincoln | Review ABM deck and confirm top 3 priority verticals | Before next meeting |