What is account management
Account management for marketers.
An account management is “the business representative with whom a client has the most one-on-one interaction within a company. Companies use account managers to ensure that customers feel that their needs are being met.” According to Investopedia.
It is worth saying that an AM is more than a project manager, no offence to PM’s. How? An account manager liaises with the client too, as opposed to organising and being more behind the scene in my opinion.
Account managers can be senior, as I am, and often start out as execs.
An AM epitomises the phrase around if you want something doing then give it to a busy person.
Steve Jobs – “Some people say give the customers what they want, but that’s not my approach. Our job is to figure out what they’re going to want before they do.”
What does an account manager do?
The main aims of account management for marketers or the main roles of an account manager is to bring a sense of calm, being in control, organised, on top of things and flexible to change.
Here are some examples of what a busy marketer, SME or small agency needs from an Account Manager – account management for marketers:
- Help with day to day with extra support, project management, proof reading, management, attending events, getting quotes, writing briefs, managing external suppliers, meeting on Zooms/minute taking/follow up meeting notes and more
- Helping manage the client day to day and make sure they are happy, up to speed and catered for
- Allowing the marketer to focus on winning the business whilst the AM focuses on the wider marketing, offering and delivery
- Being a conduit when needed between the client and the marketer
- Keep up communication between all parties, coming up with ideas, solving any issues, keeping everyone up to speed
- Generally there to get sh*t done (the delivery!), to progress the client and the project/workload
- Practical and hands help and a general support
How to do account management well
There are many tips here including being a good communicator, being transparent, reliable and so on. Other ways to do account management well include:
- Be in it for the long haul as opposed to getting bedded in with the client or agency, learning your ways and quirks and methods, then leaving to get a job or changing roles/direction
- A good account manager will not compete with you. Your client is your client and they are not there to take them away. Signing NDA’s can help here to give assurance
- The client owns the client and the overall marketing, and the AM’s role is to support not take over
- A good AM won’t ask for a number minimum days per month or long sign up periods because this is not helpful for SMEs and growing businesses. Flexibility is key and many, including me, are happy to work on a rolling contract
- A good account manager knows their place and knows their added value
“Nicole is super organised at orchestrating activity – exactly what a good AM has to have, only she also has senior knowledge to see the wider context”
A good account manager should aim to take the pressure off you.
What skills should an account manager have?
Things to look out for include:
- Their ability to scale up with you if and when you need
- Can they juggle and multitask
- Do they communicate well
- Are they experienced and qualified
- Are they accredited in their field
- Do you get on with them and feel you could work with them
- Do you trust them
- Can they take direction well …
The benefits of good account management for marketers
The benefits of an AM, especially an outsourced one as per what my business offers are:
- Flexible, fractional and functional
- As many or as few hours support as and when you need
- Be there for you when you have too much on – planning out and getting it done/execution
- You “own” the client and the marketing strategy/plan and I will be there to support, in the background, and be client facing if you need
- You know you need help, and this is an affordable and trusted service/resource
- You use this service when you need, and as and when
- A more flexible solution than recruiting, or an interim solution at least
- You get support when they need in busy times and as and when, as opposed to having some onboard full time. No NI, holiday pay etc. They pay the AM monthly via invoice based on a kept time sheet
- Variable and affordable solution
- Freelance based for when a full time head is not needed
- An AM can help you market yourself with pitch support, more manpower, larger team perception
“When you run a small agency, you’re involved with everything. That can often make it very hard to keep every client plate spinning at a steady rate – and sometimes you need someone to steady them, or catch the ones that fly off before they smash. With today’s virtual team structures a fractional account manager can slot in perfectly – as long as it is someone you can trust. Nicole is the steady pair of hands that many over-busy agency leaders need to ensure that, whatever happens, someone is there for a client.”
Benefitting you the client and your client
How can you use your AM to the fullest?
You might want to give them an email address for your business to communications look professional and under your umbrella. Giving access to systems and files help build knowledge and adds value all round too.
This all helps to build a team, build up the impression/perception of your company so it looks bigger. Your client may well be impressed by this which will give them more peace of mind and reassurance when using yourself for their marketing.
By you having an AM that is in touch regularly with your client, your client will feel up to speed and loved. This all helps nurture and build the relationship. They will also feel informed and will know there is someone they can always turn to and ask questions to.
Ways you can keep up the love and warm/fuzzy feeling may include birthday cards, remembering anniversaries, supporting their social posts and more. Some even go as far as having customer delight teams, which one could argue falls under the account manager role as well.
Account management for marketers
If you as a solo marketer and or small marketing agency feel reading this that you could benefit from Account management services, get in touch …
