One of the main elements of business and franchise development is account management. As such, it’s important to find a reliable account manager to help guide your business’s digital marketing strategy.
In this blog post, Rachael Wachstein, Director of Franchise Client Success, will explore what makes a great account manager and how to choose the right one for your business.
What You’ll Learn:
My Expert Opinion on Finding the Right Account Manager
Every business strategy needs an effective leader, and marketing strategies are no exception. I find account managers to be among the most essential people in any strategy, with the ability to either make or break your efforts.
Whenever you hire an agency to handle your marketing, you should work with an account manager who has the skills and knowledge to fuel long-term success. These personalities will help build relationships, resolve any issues that come along, ensure your strategies meet your unique business needs, and drive real growth through optimized marketing and sales campaigns.
However, it’s important to know what an account manager is and what one does before seeking one for your business. A good digital marketing agency will be able to connect you with the right manager to help you handle your account.
Account Manager Versus Account Executive Roles
First, let’s look at the difference between the account manager versus account executive role. While they’re similar in certain ways, there are some key differences in the purposes they serve.
An account executive is responsible for helping connect with new prospective clients and closing deals with them, securing them as a partner.
Some of the roles and responsibilities of account executives include:
- Reaching out to new prospects
- Moving prospects down the sales funnel from lead to client
- Conducting research into potential clients to understand their needs
- Boost sales for the business
To succeed as an account executive, individuals must be able to persuade new prospects, accept rejection, and strive to meet target goals, especially pertaining to sales.
So, what do account managers do then?
Account managers are the ones who help maintain those established relationships with existing clients once they’re on board. The account manager is the main point of contact between the client and the business, helping communicate and meet the client’s unique wants and needs.
In other words, account executives are more about acquisition, whereas account managers focus on nurturing relationships for long-term partnerships and satisfying clients with the right solutions.
Essential Account Management Skills to Look for
When trying to find a good account manager, the following are some of the main account manager skills to seek:
- Communication – Builds trust by effectively engaging with clients and teams.
- Collaboration – Works seamlessly with clients, sales, and marketing to align strategies.
- Analytical Skills – Gathers and interprets data to track performance and optimize campaigns.
- Industry Knowledge – Stays updated on trends to tailor marketing strategies.
- Problem-Solving – Identifies challenges early and implements proactive solutions.
- Leadership – Guides projects with clear direction and strategic vision.
- Business Strategy Alignment – Ensures client and business goals align for mutual success.
- Empathy – Understands client needs from multiple perspectives for insightful decision-making.
- Adaptability – Adjusts strategies based on evolving trends and challenges.
- Brand Understanding – Develops personalized strategies by deeply analyzing the client’s business.
- Dedication – Continuously refines strategies through trial and error to achieve the best results.
Account Management Best Practices to Follow
As you work to build your brand, a business or franchise relationship manager should take the right approach to get results.
Here are some of the key account management best practices a good manager will follow:
1. Focus on the Big Picture: Account managers build relationships with long-term success in mind, aligning company and client goals through strategic planning.
2. Maintain Regular Communication: Timely updates and responsiveness prevent misalignment, ensuring clients and teams stay informed about changes and potential issues.
3. Set Clear Expectations: Realistic goal-setting helps manage expectations, reducing disappointment and ensuring practical, achievable outcomes.
4. Leverage Innovative Technology: CRM software, analytics tools, and sales monitoring solutions enhance efficiency and streamline communication.
5. Provide Personalized Service: Tailoring strategies and communication to each client’s needs strengthens relationships and enhances satisfaction.
6. Practice Effective Conflict Resolution: Managers mediate between clients, sales, and marketing teams, resolving conflicts to maintain productive collaborations.
7. Balance Quantity and Quality: Managing multiple accounts without compromising quality ensures sustainable growth and strong client relationships.
FAQs
1: What are the main responsibilities of an office representative?
An office representative handles administrative tasks such as managing communication lines, documents, and records. They may coordinate meetings, schedule appointments, and greet clients, focusing more on service-oriented duties rather than maintaining client relationships.
2: How do account managers differ from office representatives in terms of responsibilities?
Account managers directly interact with clients, providing regular updates, managing customer relationships, resolving client issues, preparing sales reports, and analyzing data. They are focused on relationship-building and business growth, unlike office representatives who focus on administrative and service-related tasks.
Find the Right Account Manager for Your Marketing Strategy at Ignite Visibility
Trying to find the right marketing solutions coupled with trustworthy and communicative account management? Look no further than Ignite Visibility to meet your business’s needs. Not only can we provide you with comprehensive and personalized marketing solutions, but we can also help secure your success with our team of highly skilled and experienced account managers.
We’ll work to understand your brand and what ingredients your marketing strategy will need to help you reach your target audiences and drive more sales. In the end, your goals are our goals with every strategy.
When you work with us, you can:
- Communicate your company’s specific needs and goals with a team that listens
- Connect with a dedicated account manager to help develop your strategy
- Receive regular updates on progress, with in-depth and comprehensible reports
- Maintain regular communication so you’re always in touch
- Adapt your strategy for continual optimization
- And more!
Sound like a plan? Reach out to us today and discover how we can fuel your business’s long-term success.
