During the February 2026 marketing review, Asymmetric and Quarra Stone refined the initial five-segment ABM framework down to three active segments plus a new dedicated Vals Quartzite channel. The refinement was driven by Lincoln Durham's feedback on segment viability, Quarra's actual client history in Salesforce, and a strategic pivot toward highlighting traditional flatwork alongside complex fabrication.
Related client record: [1]
| Segment | Status | Key Targets |
|---|---|---|
| Architecture Firms | ✅ Active | Principals, project architects |
| Educational Institutions | ✅ Active | Campus architects, VP Facilities, Masons, GCs |
| Historic Preservation | ✅ Active | Preservation architects, project managers, Masons, GCs |
| Museums | ⏸ Paused | Deprioritized; redirect focus to galleries |
| Fine Art / Public Art | 🔀 Split | Fine Art paused; Public Art viable as separate segment |
| Vals Quartzite | ✅ New channel | Architects, landscape architects, GCs, Masons, developers |
Target approximately 150 firms. Selection criteria: revenue, regional presence, project type focus (institutional, civic, memorial). Decision makers: principals, project architects, specification writers.
Target approximately 100 institutions. Focus on Ivy League and liberal arts colleges with capital project budgets and a history of memorial or architectural stonework. Yale is Quarra's largest client by project count and anchors this segment's ICP.
Key refinement: Add Masons and General Contractors who regularly bid campus work alongside architects. For Yale specifically, there are approximately five Mason firms that receive all Yale bids — these should be included as targets within this segment.
Target approximately 100 accounts. Includes restoration GCs, preservation architects, and historic district project managers.
Key refinement: Add Masons and GCs explicitly. These trades are often the direct procurement decision-makers on preservation jobs, even when an architect is the specifier.
Major art and natural history museums were initially included, but Lincoln flagged that the procurement path is indirect and long. The more productive target is galleries (e.g., Pace Gallery, the Whitney) that represent and fund artists who commission fabrication work. Museums are not excluded permanently — the Met owns a Charles Ray piece fabricated by Quarra — but they are not a primary outbound target at this stage.
These were originally combined into one segment. They must be treated separately:
Vals Quartzite is Quarra's exclusive-distribution Swiss stone product and warrants its own ABM channel, separate from the general architecture segment. Lincoln identified this as a priority launch opportunity, with new shingle samples arriving from Switzerland and professional project photography expected from a recent installation.
Target audience (by priority):
1. High-end residential architects and landscape architects
2. Commercial architects and developers
3. Institutional architects
4. General Contractors and Masons
Launch approach: A broad "Now Introducing" email blast for the Vals Quartzite Shingle System, followed by personalized Salesforce sequences for key accounts. See [2] for the general pattern.
Content dependencies:
- New shingle samples (arriving late Feb 2026)
- Professional project photography from the shingle installation (pending architect release)
- Simple/traditional flatwork photography from Quarra's own shoots
All ABM copy — landing pages, email sequences, and outreach — should incorporate at least two of the three messaging pillars:
| Pillar | Theme | Application |
|---|---|---|
| Head | Precision & engineering | Showcase technical capabilities, tolerances, CNC fabrication |
| Heart | Ethos & longevity | Memorial work, buildings that outlast generations, craft heritage |
| Conscience | Sustainability & service life | Responsible sourcing, stone longevity vs. replacement cycles |
A key insight from Lincoln's February sales trip: Quarra's marketing over-indexes on complex and sculptural projects, causing prospects to assume the company does not do traditional flatwork (panels, flooring, wall cladding). Multiple architects expressed surprise that Quarra handles standard stone work.
Implication for ABM: Segment landing pages and email sequences should lead with or prominently feature traditional flatwork examples, not just showcase pieces. Quarra is actively increasing photography of simple projects to support this.