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Why the Account Manager Shouldn’t Just Keep the Client Happy [Podcast]

In the agency world, it can be difficult to find balance between what the client wants and what your content team thinks would be best. This can be especially challenging when your primary goal as an account manager is to make your client happy.

When it seems like the client and the content team are suggesting two different things, it’s important to remember that everyone is on the same side. The goal should always be to help the client achieve their business goals, even if they don’t know what that looks like yet.

Andi Robbins, Integration Director at Riester, joins the Content Experience Show to discuss account managers and ways to collaborate effectively on content.

In This Episode: 

Leading by Being a Part of the Conversation

As an account manager in a creative environment, Robbins explains why it’s important to involve yourself in conversations between clients and your content team without taking charge.

“Allow yourself to be part of the conversation, as opposed to always driving and determining the conversation.” — @AndiRobbins

Working Collaboratively Between Content Strategists and Account Managers

There’s a balancing act between wanting to be involved in the conversation, and kicking the door in and getting yourself involved in the process.

“People tend to see more value when you’re not trying to shove it down everybody’s throat.” — @AndiRobbins

Effectively Selling Content

Robbins explains how she has a lot of clients who don’t see the value in content because they truly don’t understand what it can do for their businesses. It’s important to take the time to understand what each client wants to achieve and make recommendations accordingly.

“Make sure that you're not wasting the good ideas on the wrong occasion.” — @AndiRobbins

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Visit the Conex: The Content Experience Show stream for more insights from your favorite marketers.

About the Author

Randy Frisch is the CMO and Co-Founder of Uberflip, a content experience platform that empowers marketers to create content experiences at every stage of the buyer’s journey. He has defined and led this movement, prompting marketers to think beyond content creation and truly put their customers first by focusing on the experience. This movement has fuelled an annual conference, Conex: The Content Experience, that brings together 750+ passionate marketers, and a North American-wide Conex Tour. Randy is also the host of The Marketer’s Journey podcast, was named one of the Top 50 Fearless Marketers in the world by Marketo, and is the best-selling author of F#ck Content Marketing: Focus on Content Experience (yeah, he swears sometimes).

Profile Photo of Randy Frisch