Most target account lists get built backwards. Someone writes an ICP, sales adds the logos they've always wanted, and nobody checks it against a single closed deal. On this episode of Scrappy ABM, Mason Cosby talks with Christy Behnke, VP of Marketing at Terryberry, about where that list should actually come from.

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Christy starts with Salesforce reports on closed won and closed lost, and pays close attention to the stage where lost deals fell out. From there she grades accounts A through D, loops in product to see where the roadmap is headed, and tests messaging on 10% of the target account list instead of half of it.

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The conversation also covers content mapped to funnel stage, ChatGPT ads as a new test channel, and why she treats ABM as part of demand gen rather than a separate program. Plus the measurement that happens before the MQL, her 25% of contract value rule for acquisition cost, and what she wishes she'd known before her first ABM campaign.

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👤 Guest Bio

Christy Behnke is VP of Marketing at Terryberry, an employee recognition and engagement company founded in 1918 and headquartered in Grand Rapids, Michigan. She's built ABM at multiple organizations, with prior revenue marketing leadership roles at SMG (Service Management Group), Omnigo Software, and Rittal North America. At Terryberry she led the migration onto HubSpot and pulled the company's ABM launch forward to March, grading the ICP and building the target account list from CRM data.

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📌 What We Cover

• Why pulling closed won and closed lost comes before anything else in building a target account list
• What the stage a deal died at tells you about product fit versus a test segment worth running
• ICP grading with A, B, C, and D tiers, and why a bloated C tier is a signal to investigate
• Mapping the product roadmap against firmographics when there's no historical closed won data
• Using content syndication and 10% of target accounts to test messaging without risking budget
• Why ABM is a play for demand gen rather than a separate program
• The Engagement Maturity Map, and mapping content to top, middle, and bottom of funnel
• Top-of-funnel measurement, cost per lead, the 25% of contract value rule, and three to one CAC

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🔗 Resources Mentioned

• Salesforce (closed won and closed lost reporting)
• HubSpot, including the smart content feature for personalized landing pages
• Forrester and Gartner analyst reports
• ChatGPT ads, Bing, and Google paid search
• Terryberry's Engagement Maturity Map
• Christy Behnke on LinkedIn

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Resources:

Scrappy ABM: Visit for more ABM tips and strategies.

Connect with Mason on LinkedIn for a conversation about ABM.

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