The Magic Touch: What Your Digital Marketing Account Manager Does for Your Brand

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Business Marketing

If you’ve ever signed up for ongoing services, chances are you’ve had an account manager or two assigned to you along the way. While the account manager job title is common, the job description can vary wildly depending on the industry, type of service, and how the business you’re working with has arranged its operations. 

In the digital marketing industry, the account manager role can include everything from administrative support to sales, to even performing the hands-on technical work on your account. When switching digital marketing agencies, it can’t be assumed that the account manager’s responsibilities at your new agency will be identical to those of your previous account manager.

That’s where we come in. In this blog, we’re pulling back the curtain on the digital marketing account manager role at Intuitive Digital. We’ll walk you through the ins and outs of what they do and how they do it, shining a light on the magic they bring to the table and the impact they have on your business’s success. Let’s dive in!

Demystifying The Role – What Does A Marketing Account Manager Do?

They’re your go-to contact.

When you partner with Intuitive Digital, a team of skilled marketers works together to make your account successful. To save you the confusion of wondering who to contact for each question or request, your account manager serves as your primary point of contact. 

Whether you need help with pay-per-click ads, SEO, or one of our other digital marketing services, it’s your account manager’s job to funnel your inquiry to the team member most suited to your particular needs, and then report back to you promptly. 

Having your account manager as your primary contact benefits you by streamlining communication within our team. When everyone knows who to turn to for guidance on your account, it ensures a smooth and efficient collaboration process.

If our partnership were a magic show, your account manager would be your dazzling assistant — just remember, they’re not up for any risky sawing-in-half tricks!

They build your relationship.

Building long-term relationships with the businesses we partner with is Intuitive Digital’s first core value, and it’s also your account manager’s top priority. 

What makes Intuitive Digital different from other marketing agencies is our commitment to collaborating with organizations that seek to make a positive impact in the world. We see our employees and partners as individuals first and foremost, fostering a culture of genuine connection and empathy.

You’ll notice that your account manager goes beyond the traditional client-provider relationship. They’ll approach you with the warmth and authenticity of a friend, genuinely invested in your success both professionally and personally.

Earning and maintaining your trust is paramount to our account managers, and they’re committed to creating an environment where you feel comfortable expressing any concerns or feedback openly. Your satisfaction and success are our top priorities, and we’re here to support you every step of the way.

They learn your brand inside and out.

While you will get acquainted with everyone working on your account over time, you’ll spend the most time meeting and communicating with your account manager.

Everyone working on your account will be well-versed in your business, brand, and marketing objectives. However, it’s an AM’s job to be the in-house expert on your organization. 

Account Managers represent you and your business to the rest of the Intuitive Digital team when you aren’t present.

They advocate for you.

As our relationship evolves, your account manager will become attuned to your needs and preferences, allowing them to serve as an extension of you for quality assurance purposes. 

Before anything is sent to you for final approval, your AM will utilize their knowledge about you to push back on any deliverable that fails to meet your needs, expectations, and brand standards. 

This proactive approach safeguards your valuable time and minimizes the need for numerous rounds of review.

They keep things moving.

As your business’s services and projects progress, the account manager takes on the responsibilities of delegating tasks, keeping the team on course, adhering to deadlines, and resolving any barriers to progress. 

Some of these responsibilities are traditionally performed by a project manager rather than an account manager. At Intuitive Digital, the two roles overlap significantly and we’ve found it more efficient for them to be combined. We typically only assign separate project managers for long-term and highly complex projects, such as website development

They transform data into insights.

Digital marketing produces a lot of data. But to the untrained eye, that data can look more like a jumble of random numbers than useful information. 

Enter your account manager. Along with the digital strategist assigned to your account, your AM is a pro at interpreting marketing data and translating it into practical recommendations that you don’t have to be a marketing whiz to understand. 

Your account manager doesn’t just translate data; they bridge the gap between technical jargon and plain language. Digital marketing is an industry with a lot of technical jargon, and your AM is a pro at simplifying digital strategist speak into language that is accessible for non-marketers.

This is especially important in an industry where seemingly ordinary terms carry specific meanings. It can be easy to converse with someone using the same words, but not actually talking about the same thing.

For example, the word “campaign” in general marketing might refer to a variety of separate but related initiatives that span across a variety of marketing channels, such as TV, radio, and print. 

On the other hand, “campaign” in online advertising typically refers to a single initiative on an ad platform with its own budget, targeting, and messaging. Depending on your strategy, you could have numerous paid media campaigns that run simultaneously to achieve the same goal. 

They support your growth.

Intuitive Digital’s culture revolves around growth – it’s even one of our 4 core values. In addition to continuously working on their own personal and professional growth, your account manager is always on the lookout for ways to improve your account’s performance.

When you kick off your partnership with Intuitive Digital, we start by conducting audience research and developing a digital marketing strategy tailored to your unique business goals. 

After executing the strategy, we move on to the evaluate and accelerate phase of our digital marketing process. In this phase, we continuously assess and optimize the strategy to ensure optimal results. 

As we gather and analyze data, we may uncover new opportunities to enhance overall performance, either by tweaking an existing strategy or trying new ones. 

Your account manager will discuss these opportunities with you and help you decide which ones are worth implementing. They’ll also be upfront with you if a particular platform or method isn’t producing enough value and should be removed from your strategy.

Key Attributes Of Your Account Manager

Effective Leadership

An effective digital marketing account manager doesn’t take the “manager” part of their title lightly. Successful account managers embody a blend of hard and soft leadership skills, taking pride in their role as the driving force behind the account’s success.

Whether it’s delegating tasks, problem-solving, or rallying the team towards a common goal, account managers lead by example, ensuring that timelines are met and deliverables exceed expectations.

Intuition

We didn’t name our business “Intuitive Digital” for nothing! 

In digital marketing, effective decision-making requires a harmonious blend of data analysis and intuition. Data provides logical support for decisions, while intuition, honed through experience, enriches them with depth and insight. 

Our account managers are hired both for their marketing prowess and their ability to trust their instincts. They’re skilled at recognizing when something doesn’t quite fit and empowered to delve deeper and explore any hunches that might lead to breakthroughs in our approach.

Communication Proficiency

Clear communication is the cornerstone of marketing, and it’s also the key to any successful relationship. It’s a good thing that our account managers are master communicators! 

We don’t believe in keeping our partners guessing. You can trust your AM to follow up with your requests within 24 business hours, keep you informed on performance, and be transparent about where your marketing dollars are being spent. 

Analytical Prowess

Our account managers are more than glorified go-betweens – they’re skilled marketers in their own right, and they know how to tell whether a strategy is working. 

Using a combination of data analysis and sharp critical thinking, your AM is a champ at translating complex concepts into easily understood insights that drive your marketing strategy forward. 

Adaptability And Agility

Even the best-laid plans will sometimes go awry, so account managers must be able to thrive in the face of uncertainty. 

When faced with unexpected challenges or shifting priorities, our AMs stay cool under pressure, leveraging their resourcefulness and creativity to adapt to emerging trends and find alternative solutions.

Your AM can also serve in a consultancy role, helping you pivot strategy when your business needs change. Whether it’s expanding into new locations or service offerings, refining your target audience as your services evolve, or navigating unprecedented challenges such as a global pandemic, they’re there to ensure your business adapts and thrives.

Empathy

Empathy is an essential skill for both account management and marketing in general. After all, how can you create messaging that resonates with customers if you can’t understand their perspective?

Our commitment to understanding others also extends to you as our partner. By empathizing with your needs, feelings, and motivations, we develop a compassionate understanding that ultimately contributes to a beautifully efficient working relationship.

Integrity

The most important of Intuitive Digital’s core values is to do what’s right, and our account managers live this value with every decision they make. 

Being honest and ethical human beings is at the core of Intuitive Digital’s culture. While we’re no more perfect than the next individuals, we strive to hold ourselves accountable for our mistakes and seek resolutions in our partner’s best interests. 

Building Bridges, Not Barriers – How To Cultivate A Flourishing Partnership With Your Account Manager

Establish clear communication channels.

Your marketing agency is an extension of your marketing department. Depending on the size of your business, it might even be your entire marketing department. It’s important to establish a habit of keeping your agency contacts as well-informed as you would any other employee.

Your account manager wants to be in the loop whether it’s changes in your priorities, noteworthy staffing changes, unforeseen delays, emerging business challenges, or any other news that could affect your marketing endeavors.

Even something as small as an upcoming vacation can be important for our teams to know to adjust timelines and project deliverables appropriately.

Cultivate trust and transparency with your account manager.

Trust is the foundation of any meaningful relationship, and the relationship with your account manager is no exception. 

We’ll gain insight into your preferences and requirements over time, but we’re unfortunately not mind readers. While we do expect professional communication, we want you to love the work we do for you, and that means we need your clear and specific feedback on what does and doesn’t work for you. 

You can help breed trust in our partnership by keeping an open dialogue about your needs, expectations, and feelings about our work. 

If you don’t like something, we’ll iterate it to be the best it can be. 

Schedule regular check-ins and feedback sessions.

Regular meetings with your account manager are key for ensuring that you’re always in sync regarding the current state of your business.

Email is useful for most day-to-day discussions, but it’s not a substitute for actual connection. Given the remote nature of our operations, video calls are the ideal medium for building and maintaining a strong, trusting relationship with your account manager. 

The most appropriate cadence for your meeting schedule will depend on the scope and complexity of services we’re performing for you, but monthly meetings are most common. 

These meetings are the perfect time to share updates on your business and provide feedback on the agency’s services. Should any concerns arise between scheduled meetings, don’t hesitate to reach out to your AM to arrange a discussion at your earliest convenience.

Celebrate Achievements And Milestones Together

Intuitive Digital’s final core value is to create fun, and for account managers, hearing that your business is seeing tangible results from the agency’s efforts is extremely fun and fulfilling. 

Be sure to share with your account manager when your marketing investment begins paying dividends for you. They’d love to celebrate your milestone together and share the good news with everyone on your digital marketing team. 

Be Willing To Do Your Part

One great thing about hiring a marketing agency is that it takes the load off your shoulders, freeing you from that never-ending to-do list of marketing tasks. 

While having Intuitive Digital on your side will definitely ease your workload and stress, you’ll still have a vital role to play in your marketing activities.

Ongoing success will sometimes require you to provide feedback, share various assets, or participate in other ways. To avoid delays, we kindly request that you prioritize your involvement whenever possible.

Create Some Marketing Magic With Intuitive Digital

Intuitive Digital account managers are savvy marketing professionals who go above and beyond to ensure our partner’s satisfaction. 

From being your dependable point of contact to telling you straight when it’s time to try a new marketing strategy, your account manager wears many hats, each vital to the seamless execution of your marketing strategy.

Let’s create some marketing magic together and unlock the full potential of your business. Get in touch with us today and see the difference an experienced account manager can make!

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