I was asked last week what I do/what services I offer (with my marketing account management hast on) and of course like any good marketer I duly responded with a comprehensive response. Then as a cheeky summary, I said “getting sh!t done and keeping stuff moving.”
In this latest blog, we look at how marketing agencies are considering turning to outsourced account and project management as a smart, flexible alternative to hiring permanent staff. And also asking if this approach is on the rise in the current climate? Let us know your thoughts once you have read this article.
Leaner agency models are gaining ground?
We ran a poll on LinkedIn asking will NI plans impact the way you your agency or SME business? 75% said they didn’t know which shows a level of natural uncertainty. And with clients and suppliers, and businesses in general needing to do more with less, are capacity and cost pressures contributing to a possible shift to outsourcing and using freelancers over recruiting or in house solutions?
Using a support agency
Support agencies, like Pinpoint Marketing with this AM/PM niche can provide senior level based experience without the overheads of payroll, sick pay, NI and so on. Which in today’s economy, can look like an attractive offering.
As a small marketing agency owner, you will be working on and in all aspects of the agency, but spinning all the plates all of the time is not easy. But what can you do about this?
We ran a poll on LinkedIn earlier in 2025 asking when it comes to servicing your clients and managing your marketing business, what stresses do you think you need help with? 43% said more time in the day/week (57% said more hands on support day to day).
How can a marketer/agency owner benefit?
In today’s fractional world, fractional or virtual support or help via a freelance account manager is an ideal solution to slot into your marketing business or agency, for you and for your clients. Such a solution is nimble and flexible and it can be used both proactively and reactively where needs and demands require.
In another poll, we asked what do you see as the biggest benefit of an account/project manager? 39% said client comms/satisfaction and 39% said planning and organisation!
One client of Pinpoint Marketing said we have saved him, as a founder of a successful marketing training/coaching business, 15% of his time! This time saving cannot be underestimated.
Marketers and imposter syndrome
Marketing Week can reveal 80% of marketers have experienced imposter syndrome, while 60% feel overwhelmed. There are of course many reasons for burnout, but surely capacity or too much work or too much pressure to deliver, must be reasons for such stress and fatigue. And as our poll showed, marketers and agency owners are wanting more time in the day and also more support with client delivery. This “delivery” typically does include client comms and liaison, project management, admin, reporting, research and planning.
Marketing Account management
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.
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.
An AM epitomises the phrase around if you want something doing then give it to a busy person.
Marketing Project management
According to an AI overview definition, “A project manager is responsible for planning, executing, and overseeing a project to ensure it is completed on time, within budget, and to the required standards. They manage resources, people, tasks, and schedules throughout the project lifecycle.”
Account management vs Project management
Account management tends to be more retainer/ongoing and project management tends to be one off/more transactional. These are generalisms of course, and can be tweaked, according to the needs of the customer. Both are time saving and both can give back time, support and value to fellow agencies, in an agile way, which is perfect in this up and down market and economy. And both are a lean way to operate a business when maintaining and when wanting to scale too.
