Strategies evolve rapidly in
digital marketing, and client expectations are continually on the rise, writes
LEWIS HANNAH.
That means that the role of a Marketing Account Manager extends pretty
far beyond just executing campaigns.
It's about being the voice of the client within the agency, constantly
advocating for their success. The intricacies of managing client relationships
demand a strategic approach, and this is where the importance of call reports
and account plans becomes evident.
The significance of call reports
Call reports are more than
just post-conversation documentation, they are assets that can be used to make
strategic decisions. Call reports can serve as a historical record, providing a
roadmap of the client's journey with the agency.
Transparency is crucial in building strong client relationships.
Regularly sharing call reports ensures that the team, both internally and
externally, are informed about the progress of campaigns and ongoing
strategies.
They become a valuable reference point, allowing account
managers to track the evolution of strategies and ensure alignment with the
client's ever-changing needs.
Crafting account plans as strategic
roadmaps
Account plans are blueprints
for client success. Crafting an effective account plan requires a granular understanding
of the client's business, industry trends and the competitive landscape.
At Ascensor, account plans go beyond campaign details, providing
a view of the client's objectives, KPIs and digital strategies that will drive
conversions over time.
Account plans act as a guide for the entire team, fostering
alignment towards a goal, whether it’s attainable daily, weekly, monthly or
annually.
They ensure that each campaign contributes to the overall
success of the client, transforming daily tasks into strategic moves that
advance both client goals and the agency’s reputation.
Driving conversions through client
services
In digital marketing, success
is measured by conversions. Being effective in client services requires
strategic thinking, proactive communication and a commitment to delivering
results.
The success of clients becomes a direct reflection of the
effectiveness of the services provided.
In essence, these tools become the go-to for account managers to
ensure continued success.
It’s crucial to recognise the significance of call reports and
account plans in order to create a successful strategy.
It’s about embracing transparency, strategic thinking and having a client-centric approach to not only meet but surpass client expectations.