What Is Agency Account Management? Build Better Client Relationships

Marketing, advertising, and social media agencies are the lifeblood of the digital marketing world. UK businesses value outsourcing marketing activities to specialists, with 51% of organisations reported to be working with an agency.

Businesses of all sizes can benefit. Small to medium-sized businesses gain access to marketing services they could not otherwise afford.

On the other hand, larger corporations receive the benefits of specialist marketing services without having to invest in internal training and resources.

In this article, we discuss agency account management and break down its importance and relevance in modern business. Plus, we delve into key tools for agency account managers. Let’s get started.

What is agency account management and why is it important?
What does an agency account manager do? (Key responsibilities explained)
Agency account manager job description: Tasks, skills, and responsibilities
Agency account manager salary in 2025: What to expect and how it varies
Habits of high-performing agency account managers
How to improve account management at your agency (6 proven strategies)
Smarter account management starts with the right systems

What is agency account management and why is it important?

Agency account management is the process of overseeing and nurturing client relationships within a marketing, creative, or social media agency. It’s about more than just delivering services — it’s about helping clients achieve their goals through strategic guidance, consistent communication, and measurable results.

At its core, account management ensures that each client gets the attention, clarity, and results they’re paying for.

Why does it matter?

Without strong account management, even the best strategies can fall flat. Here’s why it’s critical:

1. Keeps clients happy and informed

Clear communication builds trust. Account managers keep clients in the loop, manage expectations, and reduce misunderstandings.

2. Connects strategy with execution

Account managers translate client goals into action for internal teams — making sure nothing gets lost in translation.

3. Drives client retention and growth

Happy clients stay longer and spend more. Account managers help agencies increase client lifetime value through upsells, renewals, and strong relationships.

4. Improves delivery and results

With someone overseeing progress, deadlines are met, results are reported, and campaigns are continuously optimised.

In short: agency account management is the glue that holds client relationships together. It ensures every campaign is aligned with the client’s goals and that your agency is seen as a trusted partner — not just a vendor.

What does an agency account manager do? (Key responsibilities explained)

An agency account manager is the go-to person for keeping client relationships strong and projects on track. They act as the main point of contact between the client and the internal team, balancing strategy, communication, and delivery.

Here are the key responsibilities, broken down:

1. Manage client communication

Serve as the main point of contact
Keep clients updated on progress, performance, and timelines
Respond to questions, feedback, and concerns promptly

2. Understand client goals and expectations

Lead onboarding sessions and discovery calls
Document KPIs, campaign objectives, and success metrics
Set clear expectations from the start

3. Coordinate internal teams

Translate client goals into actionable tasks for the team
Assign tasks, set deadlines, and manage project workflows
Ensure content, reports, or deliverables are sent on time

4. Track and report performance

Monitor KPIs like engagement, reach, and ROI
Share regular performance updates and insights
Adjust strategies based on data and client feedback

5. Build long-term client relationships

Anticipate client needs and suggest improvements
Identify upsell or cross-sell opportunities
Conduct regular check-ins to maintain alignment and trust

6. Handle escalations and problem-solving

Address roadblocks or delays before they become issues
Offer solutions that balance client needs and agency capacity
Keep everyone calm, focused, and moving forward

A strong account manager doesn’t just deliver reports—they deliver clarity, confidence, and results.

Agency account manager job description: Tasks, skills, and responsibilities

An agency account manager acts as the bridge between the client and the internal team. They are responsible for ensuring campaigns run smoothly, clients feel supported, and results are delivered on time and within budget.

Here’s what the role involves — broken down into tasks, key skills, and core responsibilities.

Key responsibilities of an agency account manager

Serve as the main point of contact for clients, ensuring regular updates and quick responses to questions or concerns.
Translate client goals into actionable briefs for designers, copywriters, strategists, and social media managers.
Plan and oversee campaign timelines to ensure projects launch on time and meet agreed deliverables.
Review and analyse campaign performance, delivering regular reports and insights to clients.
Collaborate with internal teams to align execution with strategy.
Identify upsell and cross-sell opportunities, helping to grow client accounts.
Manage expectations and handle conflict, ensuring smooth collaboration and long-term retention.

Must-have skills for account managers

Strong communication – both written and verbal, to clearly relay information to clients and teams.
Project management – to juggle multiple accounts, deadlines, and moving parts.
Strategic thinking – to align day-to-day actions with long-term client goals.
Problem-solving mindset – to manage challenges or scope creep without derailing campaigns.
Attention to detail – to catch mistakes before they reach the client and uphold your agency’s quality standards.
Empathy and relationship-building – to build trust and understand each client’s unique needs.

Typical tasks in a day

Hosting client meetings or check-ins
Writing briefs and assigning tasks
Reviewing content and providing feedback
Building reports using tools like Google Analytics or social media dashboards
Following up with teams on deliverables
Escalating and resolving issues before they become problems

An agency account manager wears many hats — strategist, communicator, project manager, and sometimes even coach. When done well, the role directly contributes to client success and agency growth.

Agency account manager salary in 2025: What to expect and how it varies

If you're considering a career in agency account management or looking to hire someone into the role, understanding the expected salary in 2025 is key to making informed decisions.

What is the average agency account manager salary in 2025?

As of 2025, the average salary for an agency account manager in the UK is £32,000 to £42,000 per year, depending on experience, agency size, and location.

In the United States, salaries range from $74,000 to $126,000, with opportunities to earn even more in larger markets or specialised industries like tech and finance.

What factors affect agency account manager salaries?

Several variables influence how much an account manager can expect to earn:

Experience level:
Junior account managers typically start between £24k–£30k, while senior AMs can earn £50k+ with bonuses.
Agency size:
Larger agencies often offer higher salaries, especially if managing bigger clients or budgets.
Specialisation:
Experience in niche sectors like healthcare, B2B tech, or performance marketing can command higher pay.
Location:
London, New York, and other major cities tend to offer higher salaries due to the cost of living and market demand.
Performance bonuses:
Many account managers receive commissions or bonuses based on client retention, upsells, or campaign success.

Account manager salary trends to watch in 2025

Remote work is expanding opportunities: Salaries are becoming more competitive as agencies hire remotely, making it easier to negotiate pay without being tied to a specific city.
AI and tool proficiency = higher pay: Account managers who can navigate tools like HubSpot, Notion, AI content assistants, or data platforms are seeing higher demand.
Client-facing skills are in demand: Soft skills like emotional intelligence, stakeholder management, and strategic thinking continue to increase earning potential.

💡 Tip for agencies: If you're hiring, remember that offering career development, flexible hours, and tool training can be just as attractive as a competitive salary.

Habits of high-performing agency account managers

Top-performing agency account managers don’t just manage client relationships—they elevate them. They consistently go beyond the brief, anticipate challenges, and create value that keeps clients coming back. If you're looking to sharpen your skills or train your team, here are the essential habits that set high performers apart.

1. They master proactive communication

Great account managers don’t wait for clients to chase them. They send regular updates, anticipate questions, and keep everyone aligned. Whether it’s a quick check-in or a campaign progress report, they keep communication open and expectations clear.

Tip: Set weekly or bi-weekly client check-ins and follow up with written summaries.

2. They know the client’s business inside out

High-performing AMs act like extensions of their client’s team. They understand the brand voice, competitors, customer pain points, and industry shifts—and they use this knowledge to provide strategic insights, not just status updates.

Tip: Keep a running doc of client goals, milestones, and recent wins so you always have context.

3. They are relentlessly organised

With multiple clients, deadlines, and requests flying around, top account managers live by their calendars and workflows. They use project management tools to keep things moving and ensure nothing slips through the cracks.

Tip: Tools like Trello, Asana, or HubSpot’s task queues can help manage day-to-day activities.

4. They solve problems, not just surface them

When issues arise—missed KPIs, budget changes, or content delays—top AMs bring solutions to the table. They’re calm under pressure, transparent about challenges, and focused on moving forward.

Tip: Don’t just flag problems—outline 1–2 possible solutions before looping in the client.

5. They keep learning

The best AMs stay curious. They attend webinars, follow industry news, learn about AI tools, and experiment with better ways to report on results or collaborate. Their mindset? If it makes things better for the client, it’s worth exploring.

Tip: Set aside 30 minutes a week for learning—whether it’s tool training, a podcast, or reading industry blogs.

6. They build trust and rapport

Clients don’t want another vendor—they want a trusted advisor. High-performing account managers focus on building long-term relationships, not just ticking boxes.

Tip: Show you care about your client’s success by celebrating wins, sending quick wins, or just checking in on their workload or goals.

How to improve account management at your agency (6 proven strategies)

Strong account management is what turns one-off projects into long-term partnerships. If your agency is struggling with client churn, miscommunication, or internal bottlenecks, it’s time to level up your account management approach. These six proven strategies will help you deliver a smoother, more scalable client experience—while protecting your team’s time and energy.

1. Standardise your onboarding process

A smooth onboarding experience sets the tone for the entire relationship. Instead of reinventing the wheel for every new client, build an onboarding checklist that covers goal setting, platform access, brand assets, and timelines.

Pro tip: Use a social media onboarding questionnaire to gather everything you need in one go and reduce back-and-forth emails.

2. Set clear expectations from day one

Misaligned expectations are the root cause of most agency-client tension. Be upfront about what’s included in your scope, what success looks like, and how communication will work.

Include in your kickoff call:

Your turnaround times and working hours
Reporting cadence
Approval workflows
KPIs and goal-tracking method

3. Implement shared dashboards and real-time reporting

Clients want visibility—but not spreadsheets. Use a social media dashboard or reporting tool to give clients access to real-time data on performance, campaign progress, and scheduled content.

Tool tip: Sendible lets you share branded dashboards and custom reports, so clients feel informed without needing a full debrief.

4. Automate repetitive tasks

Your account managers shouldn’t spend half their time chasing approvals or formatting reports. Automate these recurring admin tasks with workflows, templates, and scheduling tools.

Automate things like:

Monthly reporting
Content calendar approvals
Client follow-up reminders
Client emails and check-in templates

Never miss a report deadline with Automated Reports. Streamline communication and provide stakeholders with regular, consistent updates on key metrics and performance.

5. Build scalable communication frameworks

Avoid communication chaos by choosing a central place for updates—whether it's Slack, ClickUp, email, or a shared client portal. This ensures everyone is aligned and cuts down on confusion.

Quick win: Create reusable templates for meeting agendas, feedback requests, and status updates to keep communication efficient.

6. Invest in account manager training

Even the best tools won’t help if your team isn’t equipped. Give your account managers ongoing training in soft skills (like client communication), as well as hard skills (like using analytics to tell a story).

Try:

Monthly team knowledge shares
Guest webinars from industry experts
Shadowing sessions for junior team members

Smarter account management starts with the right systems

Effective account management doesn’t happen by accident—it’s the result of clear processes, proactive communication, and the right tools to support your team’s best work.

By applying these six proven strategies, you’ll not only strengthen your client relationships but also free up time for your team to focus on strategy, creativity, and delivering real results.

If you’re ready to simplify content approvals, centralise communications, and give clients real-time visibility into performance, Sendible can help.

✅ Streamline your social media workflows
✅ Collaborate with clients effortlessly
✅ Generate stunning reports in seconds

👉 Book a free demo or start your 14-day trial today and experience the difference a dedicated social media management platform makes.

Agency Account Management: The Key to Client Relationships

Table of Contents