Quarra Stone is launching its first Account Engagement (Pardot) email automation: an e-guide follow-up nurture sequence triggered when a prospect downloads an e-guide via Google Ads landing pages. This is the priority campaign before any newsletter or holiday blast work begins.
Three parallel flows are planned, one per e-guide type:
Enrollment is fully automated — when a lead submits a Google Ads landing page form, they are routed into the matching flow based on which e-guide they requested. Manual enrollment by sales reps is not planned for the initial launch.
| Setting | Value |
|---|---|
| From address | sales@quarrastone.com |
| Inbox access | Lincoln + full sales team (shared inbox) |
| Email footer address | 1760 Columbus Street (new location — must replace old address) |
Using the shared sales inbox keeps replies visible to the whole team and avoids the appearance of a cold marketing blast.
Accurate segmentation depends on clean Salesforce data. Three fields are being made mandatory on both Lead and Contact records:
| Field | Notes |
|---|---|
Industry Segment |
Replaces the legacy Industry field, which is being hidden |
Business Channel |
Already in use; now required |
Primary Material Type |
Required at lead stage; editable later as the deal develops |
The legacy Industry field will be hidden (data preserved in the background) to prevent further use of inconsistent values. Karly to verify that lead-to-contact conversion mapping correctly carries these three fields through.
Why this matters: Without consistent values in these fields, Pardot cannot reliably filter which contacts belong in which nurture flow. Making them required at lead creation ensures every new record is segmentable from day one.
Current scope (launch):
- Trigger: e-guide form submission on Google Ads landing page
- Enrollment: automated only
- Flow: industry-specific email sequence
Planned enhancement (post-launch):
- When a sales rep moves a lead's stage to "Working", automatically remove that lead from the active nurture flow to prevent unwanted automated emails reaching a prospect already in a live sales conversation.
1760 Columbus Street (old address was still in the template at time of review)Industry field in Salesforce (@Karly)Industry Segment, Business Channel, Primary Material Type required on Lead and Contact (@Karly)sales@quarrastone.com as sender and updated footer address (@Karly)| Campaign | Notes |
|---|---|
| Newsletter | Drives traffic to new blog posts and projects; targets past clients and contacts |
| Holiday blasts | Generic sender (not individual sales rep) to avoid emails appearing to come from former employees |