wiki/clients/current/quarra/2026-04-05-abm-strategy-performance-review.md · 1285 words · 2026-04-05
Overview
Asymmetric reviewed Quarra Stone's marketing performance for January–February 2026, refined the ABM segment structure from five initial segments down to three active plus a new Vals Quartzite channel, and agreed on a hybrid email strategy. A key strategic insight emerged from Lincoln's recent sales trip: Quarra has over-marketed complex fabrication work and under-marketed traditional flatwork (panels, flooring, wall cladding), leaving a large addressable market underserved.
Attendees:
- Karly Oykhman (Asymmetric — account lead)
- Melissa Cusumano (Asymmetric — account support, stepping in more actively)
- Lincoln Durham (Quarra Stone)
- Lauren Pomaranski (Quarra Stone)
- Avokerie Onorimuo (Asymmetric)
Key Decisions
| Decision |
Detail |
| Marketing pivot to traditional flatwork |
Shift content and sales presentations to highlight panels, flooring, and wall cladding alongside complex projects |
| ABM segments refined to 3 active |
Architecture Firms, Educational Institutions, Historic Preservation — Museums and Fine Art paused |
| Vals Quartzite as a dedicated ABM channel |
New segment targeting architects, landscape architects, GCs, Masons, and developers |
| Hybrid email strategy |
Broad "Now Introducing" blast for Vals Quartzite shingle launch + personalized Salesforce automated sequences for key accounts |
| LinkedIn Ads paused |
Budget focus redirected to email campaigns |
| cervietti.com redirect |
Domain to be redirected to current Quarra Italia site; Asymmetric to email access requirements to Lincoln |
| Open items tracker |
Karly to create a master Google Doc tracker, updated twice weekly, to replace ad-hoc Google Docs review |
| Salesforce nurture hold |
Automations built but not activated pending Lincoln's review of email drip sequences in Google Docs |
Google Ads
- Retargeting campaign: Zero clicks, zero spend. Likely a Google Tag Manager / Tag Container misconfiguration. → Karly to investigate GTM.
- Fine Arts campaign: High click-through rate but low search impression share (<50%). → Karly to investigate bidding strategy, landing page quality, and domain authority factors.
- Digital Fabrication campaign: Strong search impression share (>50%) — capturing most of the available search demand for this category.
- E-guides status: CNC Capabilities Guide is finalized. Fine Arts and Traditional Fabrication guides still pending. Salesforce nurture email sequences (7-email cadence, weekly) are written and built but not yet activated.
Organic SEO
- Domain Rating: Stable at 33 — solid for a company of Quarra's size.
- Backlinks: Up (positive signal).
- Organic keywords: Slight dip from ~95 keywords. Not alarming but warrants fresh content to stabilize.
- Organic traffic: Minor dip, likely attributable to content age and small absolute numbers causing percentage swings.
- Average search position: 7.5 across all ranking keywords.
- Vals Quartzite search: Quarra ranks 1st and 4th for "Vals Quartzite" — strong position ahead of ABC Stone and Cold Spring Granite.
Content & Engagement
- Average time on site: 32 seconds.
- Top trending pages: Homepage and Vals Quartzite pages trending up.
- Factory page: Higher-than-average bounce rate — flagged for improvement.
- AI citations: Decent volume already; team wants to increase this via FAQ-enriched blog posts.
- Blog strategy: Adding FAQ sections to blog posts improves AI search visibility — when a user asks a specific question, AI pulls the FAQ answer and cites Quarra first.
ABM Segment Refinement
Original 5 Segments → Revised Structure
| Segment |
Status |
Notes |
| Architecture Firms |
✅ Active |
~150 target accounts; decision makers: principals, project architects |
| Educational Institutions |
✅ Active |
~100 targets; Ivy League + liberal arts; add Masons and GCs to target list; Yale is largest historical client by project count |
| Historic Preservation |
✅ Active |
~100 targets; restoration GCs, preservation architects, historic district PMs; add Masons and GCs |
| Museums |
⏸ Paused |
Redirect focus to galleries (e.g., Pace, Whitney) that represent and fund artists — more productive touchpoint |
| Fine Art / Public Art |
🔀 Split & revised |
Fine Art: not viable as a target segment. Public Art: viable — target municipalities, universities, private developers (e.g., NYC percent-for-art requirements), institutions |
| Vals Quartzite |
🆕 New channel |
Architects, landscape architects, GCs, Masons, developers; primary use cases: high-end residential > commercial > institutional |
3-Pillar Messaging Framework
All ABM copy (landing pages, emails, outreach) must incorporate at least two of three pillars:
- Head — Precision & engineering (technical showcases, fabrication capability)
- Heart — Ethos & longevity (memorials, permanence, meaningful work)
- Conscience — Sustainability & service life (responsible sourcing, material longevity)
Vals Quartzite Launch Campaign
Lincoln's sales trip surfaced a near-term launch opportunity:
- New shingle samples arriving from Switzerland this week (at time of meeting).
- Professional project photography expected from the architect of a completed shingles project.
- Planned launch sequence:
1. Broad "Now Introducing Vals Quartzite Shingle System" email blast to all relevant contacts (old-school marketing email format with photos).
2. Follow-up with personalized, automated Salesforce sequences for key accounts.
- Lauren to set up a photography session for the new samples.
- Photography usage rights from the architect's project TBD.
Content & Process Issues
Quarra Italia Content Delay
- Fede and Gigi (Quarra Italia) have delayed content delivery, citing the onboarding of a new marketing hire (Monica, starting March 2026).
- Decision: Lincoln will push back and request content immediately — the new hire can react to existing content rather than starting from scratch.
- The Franco Cervietti website (
cervietti.com) remains live and causes brand confusion — an architect on Lincoln's sales trip asked about it directly.
- Decision: Redirect domain to current Quarra Italia site.
- Context: Franco Cervietti still operates a side business and leases space from Quarra; he may push back. Lincoln is proceeding regardless.
- Action: Asymmetric to email Lincoln (cc Gigi/Fede) with DNS/hosting access requirements.
Open Items Tracker
- Lincoln flagged that the current Google Docs structure makes it hard to distinguish open vs. resolved review items.
- Solution: Karly to create a single master tracker Google Doc with prioritized open items, auto-linked to source docs, updated twice weekly.
Action Items
Lincoln Durham (Quarra)
- [ ] Email Fede/Gigi requesting Quarra Italia content immediately — do not wait for Monica's onboarding
- [ ] Review email drip sequences (TradFab, DigFab, Fine Art) in Google Docs and provide feedback
- [ ] Provide
cervietti.com domain/DNS access to Asymmetric
Lauren Pomaranski (Quarra)
- [ ] Send landscape version of Capitol Belt header image to Karly
- [ ] Send additional Capitol Belt project images (currently only one on file)
- [ ] Set up photography session for incoming Vals Quartzite shingle samples
Karly Oykhman (Asymmetric)
- [ ] Investigate Fine Arts Google Ad low search impression share
- [ ] Check Google Tag Container — fix retargeting campaign (zero clicks/spend)
- [ ] Build Salesforce nurture automations; hold activation pending Lincoln's Google Doc review
- [ ] Create and share open-review tracker with Lincoln/Lauren; update 1–2x per week
- [ ] Send performance report to Quarra with baseline-vs-current comparison (Lincoln's request)
- [ ] Email Lincoln/Lauren re:
cervietti.com redirect; request DNS/hosting access; cc Gigi/Fede
- [ ] Analyze organic traffic dip; identify keyword changes; report findings
- [ ] Rework ABM segment doc: add Vals Quartzite channel, add Masons/GCs to Education and Historic Preservation, pause Museums, split Public Art from Fine Art
Asymmetric (general)
- [ ] Melissa Cusumano stepping in as co-account support; copy on all future communications