The role of the account manager is multifaceted. Some might call us organizers, wranglers, or project managers. My favorite might be “cat herders.”

Over my 14+ years in account management and approaching my 2-year anniversary at LMD, I’ve certainly learned a thing or two–or five, as outlined below–about what it means to manage client accounts effectively and successfully. 

1. Prioritization is key.

Marketing agencies typically have multiple teams working on multiple projects simultaneously. While account managers want to keep clients happy, we also want to keep our colleagues happy. Take a step back to evaluate the level of priority for each project and be sure to communicate it to the rest of the team.

2. Over-prepare for client meetings.

Whether it’s a recurring weekly meeting, status update, or one-off call, be prepared. Draft an agenda and if you have time, share it with everyone joining the call so they know the meeting’s purpose and what to expect. Morgan, a fellow account manager at LMD, wrote a blog about developing agendas, because, yes, they’re THAT important.

Include internal team leads and when necessary, leadership, in meetings to answer client questions and provide that critical insight you might not have in your back pocket. Talking about an upcoming video? See if a member of the video team is available. Talking about a creative deliverable? You guessed it, invite a member of the creative team. If you’re meeting to discuss an issue or conflict, it’s always great to have someone from leadership to support you and show the client the agency is dialed in and that the issue or conflict is being taken seriously.

Also, don’t be afraid to tell the client you have to follow up on something after the meeting. If you aren’t sure how to answer a question, avoid talking in circles (me? Never!), talk to a colleague after the meeting, figure it out, and then follow up with the client.

3. Document all of the things.

The upside of our digital-first world is that if you’re looking for something, you likely have it somewhere–in email, Google Drive, SharePoint, or one of the many other tools we use to communicate and track projects. But finding it in a pinch can be difficult and frustrating. 

Keeping everything organized and documented is a key part of any account manager’s job. Having an important conversation via email? Save the most recent version in a folder to reference later if needed. Going back and forth with a client on edits to a deliverable? Keep an archive folder to house the older versions so the most recent one is easy to find. And use a logical naming system to label the final, client-approved version. 

4. Keep your internal team informed and use a schedule.

Going back to my point earlier, agency teams are typically working on projects for multiple clients at the same time. They may not be able to keep up with individual client updates, due dates, or action items. Personally, I like to provide weekly (or sometimes more frequent) updates and reminders about due dates, tasks, and client feedback in client-specific Slack channels. 

Schedules are a great way to keep colleagues and clients informed. Sometimes it can be overwhelming, especially with an urgent request, to take a step back and develop a schedule. But, it’s a crucial step in any project. A schedule can help you prioritize, assign tasks based on bandwidth and availability, and keep the client informed as to when they will be seeing something come their way.

5. Clients are people too!

Establishing trust with a client is one of the most important aspects of an account manager’s job. And yes, delivering top-notch work is a factor in establishing that trust–but there’s a personal aspect too. We can all relate to running late to a meeting because the meeting before ran over, missing an email because that inbox just won’t quit, or just simply having an “off” day because of a work-related or personal issue. Show empathy and understanding.

One of my favorite parts of this job is getting to know a client. Not all clients will open up (and that’s ok!) but when they do, remember those personal life nuggets to bring up later. Whether it’s celebrating (or commiserating) over a sports team you’re both a fan of or asking how a vacation was, personal touches can make a difference is building a trusting relationship.

Speaking on behalf of the account management team here at LMD (and honestly, the whole agency), we’d love to show you the LMD way of managing client relationships. Contact us about your latest idea or project. We’re always happy to chat.