This article captures the prioritized email marketing strategy developed for Cora Italia's Quarra stone business, discussed during the 2025-10-27 weekly agency sync. The core principle is focus on one business line at a time to prevent client review bottlenecks and ensure campaign quality. The strategy uses Salesforce Account Engagement as the delivery platform and ZoomInfo for list expansion.
Note: As of 2025-10-27, this project is on hold pending Cora Italia's payment to Lincoln for previously delivered work. No new work should begin until the invoice is settled. See [1] for payment status.
Cora Italia operates across multiple lines of business that require entirely different audiences, messaging, and campaign structures. Running campaigns across all lines simultaneously risks diluting focus and stalling on client approvals (a known pattern — materials sent in July 2025 were still in review as of this meeting).
| Priority | Business Line | Rationale |
|---|---|---|
| 1 — Primary | Architectural Stone (cladding, facades) | Largest addressable audience; clear buyer personas (architects, designers, developers, GCs) |
| 2 — Secondary | Stone Restoration & Renovation | Strong targeting signal (any building with exterior stone); overlapping audience with Priority 1 |
| 3 — Deprioritized | Fine Art | Difficult to target at scale; sculptors and artist reps are not concentrated on reachable channels |
The recommended sequencing: launch the architectural stone campaign, let it run and stabilize, then layer in a restoration campaign. Fine art should be revisited only after the first two are producing results.
Cora Italia's Salesforce Account Engagement instance holds approximately 7,316 contacts. While this appears substantial, it will be exhausted quickly if used without a parallel top-of-funnel replenishment strategy.
| Funnel Stage | Allocation | Tactic |
|---|---|---|
| MOFU (Middle of Funnel) | 75% | Work existing contact list; nurture known prospects with targeted campaigns by business line |
| TOFU (Top of Funnel) | 25% | Expand list via ZoomInfo; acquire net-new contacts in target industries |
The 75/25 split reflects Lincoln's stated preference for lead quality over volume, while ensuring the pipeline doesn't run dry. ZoomInfo is the recommended tool for TOFU list acquisition given its B2B industry filtering capabilities.
Campaigns should be segmented by business line, not by geography. Location-based segmentation was considered but deprioritized — Quarra's business is not geographically constrained in a way that meaningfully changes messaging.
Existing Salesforce fields to leverage:
- Industry — already implemented in the CRM
- Lead Stage — should be kept current to enable funnel-stage targeting
- Lead Score — useful for MOFU prioritization once scoring is configured