Quarra Stone is launching a dedicated ABM campaign for its Vals Quartzite shingle system. The campaign was conceived during a February 2026 strategy review with Asymmetric, where Vals Quartzite was elevated from a product line into a full standalone ABM segment. The launch centers on a "Now Introducing" email blast paired with professional photography, followed by personalized Salesforce-automated sequences for key accounts.
This campaign also reflects a broader strategic pivot: Quarra has over-marketed its complex fabrication capabilities and under-marketed traditional flatwork (panels, flooring, wall cladding). The Vals Quartzite launch is an opportunity to correct that perception and reach a larger, underserved market.
Related client context: [1]
During a sales trip in early 2026, Lincoln Durham (Quarra) observed that architects and specifiers were surprised to learn Quarra handles traditional flatwork — they assumed the company focused exclusively on complex sculptural projects. Vals Quartzite is a high-visibility product with strong existing search demand (Quarra ranks #1 and #4 for "Vals Quartzite") and a natural fit for residential, commercial, and institutional flatwork applications.
Key insight from the meeting:
"There's a ton of firms that we can pull from that we've sold Vals to historically… and there's just the whole mountain region that we sell that material." — Lincoln Durham
The Vals Quartzite segment targets a broad but defined audience, prioritized in this order:
Project types span high-end residential, commercial, and institutional. The shingle system specifically targets roofing and cladding applications in the mountain/alpine region and beyond.
A broad, visually driven email blast to all relevant contacts in Quarra's Salesforce database and the new ABM list.
Asset dependencies:
- New shingle samples arriving from Switzerland (expected late February 2026)
- Professional project photography from the architect who commissioned the shingle installation (usage rights TBD)
- Internal photography session at Quarra to capture sample detail shots
Following the blast, high-priority accounts receive tailored, automated email sequences built in Salesforce.
This hybrid approach — broad blast followed by personalized sequences — was agreed upon in the February 2026 call as the optimal balance of reach and relevance.
All campaign copy should incorporate at least two of Quarra's three messaging pillars:
| Pillar | Theme | Application |
|---|---|---|
| Head | Precision & engineering | Tolerances, fabrication capability, CNC detail |
| Heart | Ethos & longevity | Materials that outlast the building; legacy |
| Conscience | Sustainability & service life | Responsible sourcing, lifecycle value |
For Vals Quartzite specifically, the Heart and Conscience pillars are especially resonant — natural stone shingles are a centuries-old material with exceptional service life and low embodied carbon relative to synthetic alternatives.
| Asset | Owner | Status |
|---|---|---|
| Vals Quartzite shingle samples (Switzerland) | Lincoln / Quarra | Expected late Feb 2026 |
| Professional project photography | Architect (via Lincoln) | Pending; usage rights unclear |
| Internal detail photography session | Lauren / Quarra | To be scheduled after samples arrive |
| ABM account list (Vals segment) | Karly / Asymmetric | In progress — being added to revised ABM doc |
| Email copy (blast + sequences) | Karly / Asymmetric | Pending asset delivery |
| Salesforce automation build | Karly / Asymmetric | On hold pending Lincoln's review of existing drip sequences |