Account management in the marketing agency world is a crucial role in building successful client relationships and driving business growth. Drawing from our extensive experience in the field, we’ll examine common characteristics of outstanding account managers who drive elite performance for their clients – and common pitfalls that prevent AMs from delivering optimal results.
One of the most important characteristics that make a great account manager is empathy. Understanding and relating to clients on a deeper level allows account managers to grasp their unique needs, challenges, drivers, and goals. Managing with empathy means putting yourself in your client’s shoes and tailoring your solutions, work, and communication to fit.
This includes making sure you know what your client is responsible for and being aware of items that they might not know in addition to always considering the “why” behind what is being asked vs. the “what.” Being an empathetic account manager also encourages investment in performance, leading to better insights on what they’ll want to celebrate and what might be concerning throughout the relationship.
Account managers must possess strategic thinking skills to devise effective strategies and campaigns. They use good time management to understand the broader market landscape, analyze client and competitor data, and identify new ideas and opportunities that align with the client’s goals. Being strategic also means calling out what is working and what isn’t so they can effectively drive the next steps as needed.
Proactivity is another key characteristic to becoming a great account manager clients want to work with. Successful account managers anticipate questions and challenges, come prepared with answers and solutions, identify potential roadblocks, communicate performance trends, and take preventative measures. By being proactive, they can ensure both delighted clients and smooth communication and project coordination.
Strong communication is the backbone of any successful account manager-client relationship. Strong communicators articulate performance, insights, and updates clearly and confidently, match their tone to the client’s, and keep them informed throughout their relationship lifecycle. With this open and transparent communication, account managers build trust and lasting partnerships with clients.
Failure to grasp a client's perspective and needs can be detrimental to the account manager’s client relationship. Without empathy, an account manager may struggle to connect with clients, resulting in miscommunications, unmet expectations, and ultimately, dissatisfied clients.
You may want to work on being more empathetic if you’re encountering these red flags:
Account managers who shy away from being upfront and transparent with clients may hinder goal progress and creative problem-solving. A lack of assertiveness and strategic input can lead to missed opportunities and stagnant campaigns.
You may want to work on being more strategic if you’re encountering these red flags:
Without strategic planning, account managers may struggle to keep projects on track and deliver results, leading to lost opportunities and no clear direction.
You may want to work on being more proactive if you’re encountering these red flags:
While accommodating client requests is important, constantly saying “yes” without any consideration to impact, project scope, and feasibility can be a major hindrance to client relationship success. Account managers who fail to communicate realistic expectations may encounter difficulties in meeting client demands, leading to delays or missed results.
You may want to work on being a stronger communicator if you’re encountering these red flags:
Being an exceptional account manager requires a delicate balance of honing key characteristics that will drive success while also being aware of opportunities to improve – all while learning and testing the newest developments in digital marketing. At JDM, extensive training in account management is the foundation of success for our clients.
If you’re interested in learning more about how our experts can help grow your business, drop us a line.