Being an exceptional account manager in a marketing agency requires a unique set of skills and habits. These habits not only help maintain strong client relationships but also ensure the overall success of the agency. Here are the seven SOFT SKILLS habits that highly effective account managers embody:
1. Attention to Detail
Effective account managers are meticulous. They understand that in the marketing world, the smallest details can make a significant impact on a campaign’s success. Whether it’s ensuring that client emails are free of errors, double-checking campaign data, or making sure that all deliverables are aligned with the client’s branding guidelines, attention to detail is non-negotiable.
Clients trust account managers to handle their marketing efforts with precision. One small mistake can erode that trust and potentially damage the client relationship. By being detail-oriented, account managers show clients that they care about their business and are committed to delivering high-quality results.
2. Obsessed with Client Results
Top-performing account managers are not just focused on completing tasks—they are obsessed with getting results for their clients. They understand that their success is directly tied to the success of their clients. This habit drives them to go above and beyond, finding creative solutions to problems, and always looking for ways to improve performance.
They proactively monitor campaign metrics and adjust strategies to ensure that clients are not only satisfied but also achieving their business goals. This obsession with client results helps build long-term relationships and fosters client loyalty.
3. Great Verbal and Written Communicator
Communication is at the core of account management. Highly effective account managers excel at both verbal and written communication. They know how to convey complex information in a way that clients can easily understand. This includes everything from explaining marketing strategies and results to discussing challenges and next steps.
Moreover, they are active listeners. They pay attention to what the client is saying, ask thoughtful questions, and provide solutions that are tailored to the client’s needs. Great communication helps avoid misunderstandings and ensures that everyone is on the same page.
4. Loves Data and Tracks KPIs Relentlessly
In today’s data-driven world, effective account managers must be comfortable working with numbers. They track key performance indicators (KPIs) relentlessly, using data to make informed decisions and recommendations. They don’t just rely on gut feelings—they let the numbers guide their strategies.
Whether it’s analyzing campaign performance, tracking lead generation, or monitoring conversion rates, a good account manager is always looking at the data to understand what’s working and what’s not. This data-driven approach not only helps optimize client campaigns but also demonstrates to clients that their account manager is on top of their business.
5. Takes Responsibility and Never Says “There’s Nothing We Can Do”
Great account managers take ownership of their accounts. They never hide behind excuses or blame others when things go wrong. Instead, they take responsibility and look for solutions. If a campaign isn’t performing well, they don’t just say, “There’s nothing we can do.” They dig deeper, analyze the situation, and come up with a plan to turn things around.
This habit builds trust with clients, as they know their account manager is committed to their success and won’t give up when challenges arise.
6. Is Kind
Kindness is an often-overlooked quality in business, but it’s essential for building strong client relationships. Effective account managers treat clients, colleagues, and team members with respect and empathy. They are patient and understanding, even in stressful situations.
Kindness helps diffuse tension, fosters collaboration, and creates a positive working environment. It also helps build rapport with clients, making them more likely to stick around, even when things aren’t going perfectly.
7. Cares About the Company Money as If It’s Their Own
Churning clients means lost revenue, and effective account managers take this very seriously. They care about the company’s finances and work to ensure that their accounts are profitable. This means they are strategic about pricing, scope, and resources. They look for ways to deliver value to clients while maintaining healthy profit margins for the agency.
They also monitor client satisfaction closely, understanding that a happy client is more likely to stay on long-term, resulting in consistent revenue for the agency. By treating the company’s money as if it’s their own, they help create a sustainable and profitable business.
Conclusion
Being a highly effective account manager in a marketing agency is about more than just managing tasks. It requires a combination of attention to detail, a results-driven mindset, excellent communication skills, a data-focused approach, and a strong sense of responsibility. By embodying these seven habits, account managers can build stronger client relationships, reduce churn, and contribute to the overall success of their agency.