Agency account management is a crucial role that plays a significant part in the success of any agency-client relationship. With the increasing pressure on clients to perform, they’re actively seeking agencies that can provide them with stronger leadership, deeper strategic thinking, and tangible business impact. This shift mandates that agencies need to pay close attention to the latest trends impacting agency account management to better prepare themselves and meet the growing expectations of their clients.
We conducted an online survey that included over 200 respondents from a broad cross-section of agencies, representing client-facing roles, including agency management/ department heads and client services. The findings provide insight into the challenges, opportunities, and client expectations that will impact agency account management in the coming year.
- Clients Expect Expertise Across Multiple Channels:
One of the significant trends impacting agency account management in 2023 is the growing need for agencies to provide multi-channel expertise. Clients expect agencies to offer a broader range of services, including traditional advertising, experiential marketing, performance marketing, media planning/buying, and digital/social media, all under one roof. As such, agency account managers need to bring together teams with specialized skills and knowledge to provide comprehensive solutions that meet clients’ growing needs.
- Increased Emphasis on Data-Driven Insights:
As the marketing landscape continues to evolve, data-driven insights have become more valuable for clients. This trend will intensify in 2023 as clients seek agencies that can deliver measurable results from their efforts. Agency account managers must have strong analytical skills to interpret data and communicate results effectively. Additionally, they need to develop strategies for data-driven decision-making, which aligns with their clients’ business goals.
- Greater Collaboration between Agencies and Clients:
2023 will see a greater emphasis on collaboration between agencies and clients that goes beyond the traditional agency-client relationship. Clients expect their agencies to partner with them on a strategic level, providing insights on a broader range of business issues. They want their agencies to collaborate with them on a more significant level, bringing fresh perspectives and outside expertise to the table. Consequently, account managers need to build closer relationships with their clients, foster open dialogue, and find ways to deliver additional value to their clients.
- Increased Demand for Account Managers with Strategic Thinking Capabilities:
As the client-agency relationship grows more strategic, account managers need to have strong strategic thinking capabilities. They must be adept at understanding the client’s business objectives, finding innovative solutions, and developing a comprehensive roadmap for delivering results. Additionally, they should have an in-depth understanding of the latest marketing trends, including technology and data, to help their clients stay ahead of the curve.
- Greater Focus on Demonstrable Results :
In 2023, clients will expect their agencies to show demonstrable results from their efforts. They want to understand how their investments translate into tangible business outcomes. Consequently, account managers must define the KPIs that matter most to each client and then track progress against these metrics. This requires regular check-ins, reporting, and optimization, all of which should be an essential part of the client-agency relationship.
The trends outlined above provide a glimpse into the future of agency account management. Clients will continue to demand more from their agencies, and agencies that can align themselves with their client’s business goals are well-positioned to succeed. Hence, agency account managers need to develop a wide range of skills across multiple channels, build closer relationships with clients, think strategically, and, most importantly, deliver measurable results. By embracing these trends, agencies can become valuable partners to their clients and drive agency growth in 2023 and beyond.
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