Asymmetric developed an Account-Based Marketing (ABM) strategy for [1] to replace a broad Google Ads approach that underperformed due to low search volume in their specialized niche. The strategy segments outreach into five industry verticals identified from Salesforce opportunity data, each with a tailored ideal customer profile (ICP), messaging angle, and dedicated campaign assets.
The core rationale: Quarra Stone's services are highly specialized, meaning traditional top-of-funnel search marketing generates insufficient volume. ABM's targeted approach means even two or three closed accounts will generate ROI that more than justifies the investment.
Five verticals were identified from Salesforce win data. All five will be worked over the course of the year, with three launched first pending Lincoln Durham's confirmation.
| Vertical | Target Account Count | Priority |
|---|---|---|
| Architecture Firms | ~150 | Top 3 |
| Historic Preservation | ~75–100 | Top 3 |
| Fine Art / Public Art | ~75–100 | Top 3 |
| Higher Education | ~100 | Secondary |
| Museums | ~75–100 | Secondary |
Pending: Lincoln Durham must confirm the top 3 priority verticals before initial campaign build begins. Lauren Pomaranski's initial read aligns with Architecture, Historic Preservation, and Fine Art / Public Art as the highest-value segments by project size.
Three pillars are combined and weighted differently per vertical to create tailored messaging. All copy — emails, landing pages, e-guides — rolls up under the pillar(s) assigned to that vertical.
Emphasizes CNC precision, engineering capability, and design partnership. Primary fit for Architecture Firms and Fine Art / Public Art.
Emphasizes building lasting, meaningful work — pieces that endure. Primary fit for Higher Education and Museums.
Emphasizes responsible sourcing, authentic materials, and values alignment. Primary fit for Historic Preservation; secondary fit for Museums.
| Vertical | Primary Pillar(s) | Key Message Theme |
|---|---|---|
| Architecture Firms | Head | Engineering & precision partnership |
| Higher Education | Heart | Build your campus for generations |
| Museums | Heart + Conscience | Legacy and authentic materials |
| Historic Preservation | Head + Conscience | Precision meets authentic restoration |
| Fine Art / Public Art | Head + Heart | We speak artist and engineer |
Note: The "Fine Art / Public Art" framing ("we speak artist and engineer") was flagged for Lincoln's review — he may want to refine the language.
For each vertical, the following assets and channels are built out:
All prospect touchpoints tracked in Salesforce. When a prospect engages, the sales rep receives full context on what content the prospect has seen and how they've interacted.
Initially scoped but deprioritized — Quarra Stone operates in a low-competition environment, so competitive battle cards were deemed low-value for now. Can be added later if needed.
| Metric | Target |
|---|---|
| Meetings booked | ≥ 15 within 90 days of campaign launch |
| Accounts closed | 5–10 within 6–12 months |
| Email open rate | ≥ 25% (cold list) |
"90 days" is measured from the date campaigns go live, not from strategy approval.
Three verticals are launched first to reduce simultaneous content review burden on the Quarra Stone team.
This strategy was introduced in the [2]. The prior year's approach relied on Google Ads and SEO; SEO work continues in parallel as an organic capture layer, but paid search is being deprioritized given low keyword search volume in Quarra Stone's niche.
Lincoln is also developing a separate sales team target list. A future discussion is needed to determine whether that list feeds into the ABM campaign or runs as a parallel sales motion.