Quarra Stone 2026 ABM Target Accounts

Overview

In the December 2025 strategy alignment call, Quarra Stone and Asymmetric agreed to pivot the 2026 marketing approach away from a general inbound lead volume goal (originally: +20% inbound leads) toward an Account-Based Marketing (ABM) model. The shift reflects Quarra Stone's sales team focus on landing high-value, complex projects with top-tier firms rather than increasing raw lead quantity.

The target account list is being finalized by Quarra Stone's sales leadership (Ed/Lincoln Durham) through internal sales planning sessions. Once shared, it will anchor the 2026 ABM strategy.

See also: ^[1] | ^[2]

Strategic Rationale

• Quarra Stone's inbound lead volume has been roughly static — growth in quantity alone is not the priority.
• The sales team is actively identifying the largest and most influential architecture/design firms and builders globally (and in key markets like Aspen, CO).
• Repeat business accounts for ~50%+ of current projects, often driven by prior relationships with architects, GCs, or designers who write Quarra into project specs.
• ABM allows marketing to directly support sales outreach to named accounts rather than casting a wide net.

Target Account Criteria

Based on the call, target accounts should meet one or more of the following:

• Top-tier architecture and design firms — global heavy hitters with complex, high-specification stone projects
• Major builders and general contractors — particularly those active in markets where Quarra has existing presence (e.g., Aspen, CO; Boston, MA)
• Firms likely to require Design Assist services — projects involving pre-construction engineering, 3D modeling, steel backup systems, or integrated stone packages
• Accounts with prior Quarra relationships — firms where a relationship exists but has gone dormant (e.g., Pazzotti Brothers pattern: repeat work with multi-year gaps)

Status: Account list to be shared by Ed/Lincoln Durham following internal sales planning sessions (week of 2025-12-09).

ABM Tactics (Planned)

Once the account list is confirmed, Asymmetric will develop a full ABM strategy. Tactics under consideration:

LinkedIn Advertising

• Target specific individuals at named accounts by job title and company
• Promote Design Assist capabilities and high-profile project case studies (JPMC, Obama art installations)
• Potentially boost organic posts for broader brand recognition among target audiences

Sales-Aligned Email Outreach

• Build Salesforce email templates tailored to specific lead types and project categories
• Support sales reps with pre-written sequences they can customize per account
• Automate lead handoff: new inbound leads assigned to Ed in Salesforce with notification, then manually delegated based on fit and rep capacity

Sales Playbook Integration

• Formalize the existing informal playbook in Salesforce (if-this-then-that logic, stage templates, dashboards)
• Align marketing touchpoints with sales outreach cadence so accounts receive coordinated contact
• See: ^[3]

Content Targeting

• Send relevant project case studies and bios to past contacts at target accounts to re-engage dormant relationships
• Use Design Assist lookbooks and the forthcoming Design Assist services page as leave-behinds and email attachments
• Press releases for high-profile completed projects (JPMC, Martin Puryear/Maya Lin Obama art) to build backlinks and brand authority with target-firm audiences

Metrics & Goals

The revised 2026 goals document (to be sent by Karly Oykhman within one week of the call) will replace the original +20% inbound lead metric with ABM-specific KPIs. Likely metrics to track:

• Number of target accounts engaged (marketing touches)
• Number of target accounts with active sales opportunities opened
• Pipeline value attributed to ABM-sourced or ABM-influenced accounts
• LinkedIn ad reach/engagement among target account employees

Open Items & Action Items

Related Articles

• ^[1]
• ^[4]
• ^[3]
• ^[5]