Three core messaging pillars developed for Quarra Stone's [1]. Each vertical campaign draws on one or more pillars to produce tailored copy — no vertical uses a single generic message.
Rational, capability-focused appeal.
Best for: [2], Fine Art / Public Art
Emotional, aspirational appeal.
Best for: [3], Museums, Historic Preservation
Values-driven, ethical appeal.
Best for: Historic Preservation, Fine Art / Public Art
| Vertical | Primary Pillar(s) |
|---|---|
| Architecture Firms | Head |
| Higher Education | Heart |
| Museums | Heart |
| Historic Preservation | Heart + Conscience |
| Fine Art / Public Art | Head + Heart |
Note: Lincoln Durham should confirm this mapping before copy is written. The vertical priority order (Architecture, Historic Preservation, Fine Art) is also pending his sign-off. See [4].
These pillars are the foundation for all ABM campaign assets:
All copy should roll up to a single key message per vertical. Avoid mixing all three pillars in one piece — the goal is resonance with a specific buyer's mindset, not comprehensiveness.
Developed by Asymmetric during the January 2026 ABM strategy introduction. The pillars emerged from analysis of Quarra Stone's top Salesforce accounts and ICP patterns. The rationale for the shift to ABM — and away from broad Google Ads — is that Quarra Stone's services are highly specialized, resulting in low search volume that makes traditional top-of-funnel channels a poor fit.
"Even if two or three of these accounts close, they'll pay for themselves tenfold."
— Karly Oykhman, Asymmetric