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Plan an ABM play coaching session

Updated June 2026

You'll learn how to: Design and execute an Account-Based Marketing play: picking the right target accounts, coordinating touchpoints, and measuring progress.

Time: 20-30 minutes per session, end-to-end.

Prereqs: You have account and contact data in Nynch. Coaching enabled on your plan.

When to use

  • Quarterly strategy planning: "Which accounts should we target together?"
  • Before a funded growth push: "How do we coordinate outreach across these targets?"
  • When you've identified a high-value segment: "How do we land them efficiently?"
  • After initial outreach stalls: "What's our next coordinated move?"

The session produces a target account list, a phased engagement plan, and a messaging strategy that works across roles and channels.

Steps

  1. At the bottom-left of the sidebar, toggle to Strategy mode.
  2. Click Coaching.
  3. The Coaching hub shows 12 canvases grouped by category.
  4. Click ABM Strategist (under Strategy & Growth).
  1. A setup screen asks you to define the ABM scope:
    • Target segment: industry, company size, use case (e.g. "mid-market SaaS in fintech").
    • Campaign goal: new logos, expansion, market entry, etc.
    • Timeline: 30, 60, 90 days, or custom.
  2. Enter your scope. Click Start.
  3. The coach opens with a brief intro: what this session is for and what data it sees.
  4. The chat-style session begins. Typical flow:
    • The AI asks you about your ideal customer profile and why these accounts matter.
    • It scans your network and Nynch for accounts matching your criteria.
    • It asks about budget, team capacity, and preferred channels (email, calls, content, events, etc.).
    • It ranks target accounts by fit and accessibility (how many warm connections you have).
    • It produces a phased play: who to contact first, in what order, with what angle.
    • It suggests content, talking points, and sequencing for maximum impact.
    • It outlines success metrics and checkpoints.
  5. Save / export the play. Suggested actions:
    • Share the account list and plan with your team.
    • Use it to coordinate outreach across your sales and marketing effort.
    • Track progress on the account canvas monthly.

What's in the typical output

  • Ranked target account list (20-50 accounts depending on your segment).
  • For each account: fit score, warmth (connections you have), and likely decision-makers.
  • Phased engagement plan: Tier 1 (immediate), Tier 2 (month 2), Tier 3 (month 3).
  • Entry angle and key message for each account (tailored to the segment).
  • Role-based messaging for decision-makers, influencers, and economic buyers.
  • Recommended cadence: email/call/content sequence over the campaign period.
  • Success metrics: target number of conversations, meetings, and proposals by phase.
  • Team roles and responsibilities for execution.

After the session

Use the plan to coordinate across your team. Log all outreach and responses on the account and contact canvases. Run monthly checkpoints using the QBR Prep or Pipeline Review sessions to track momentum and adjust if needed.

If something goes wrong

  • Symptom: "ABM Strategist canvas isn't in the Coaching hub." → Fix: Your plan doesn't include Coaching. Check avatar > Settings > Account.
  • Symptom: "Target account list is too broad or too narrow." → Fix: Refine your ideal customer profile or segment definition. Run the session again with more specific criteria (e.g. "SaaS, 50-200 employees, Series A-C funding, built their own data pipeline").
  • Symptom: "Warmth scores look low." → Fix: Add more contacts to your target accounts in Nynch. The coach can only see relationships you've logged. If you have actual connections you haven't recorded yet, add them and retry.
  • Symptom: "Messaging feels generic." → Fix: Add more context in your answers about what your service solves and why it matters for this segment. The more specific you are about the value, the better the tailored messaging.
  • Symptom: "Account list doesn't match my targets." → Fix: The coach works with what's in Nynch. If you know of high-value accounts not yet in the system, add them as leads or contacts, then retry.

Related

AI coaching canvases | Run a pipeline review | Prep a QBR | Plan new business.