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.
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.
Without strong account management, even the best strategies can fall flat. Here’s why it’s critical:
Clear communication builds trust. Account managers keep clients in the loop, manage expectations, and reduce misunderstandings.
Account managers translate client goals into action for internal teams — making sure nothing gets lost in translation.
Happy clients stay longer and spend more. Account managers help agencies increase client lifetime value through upsells, renewals, and strong relationships.
With someone overseeing progress, deadlines are met, results are reported, and campaigns are continuously optimised.
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:
Serve as the main point of contact
Keep clients updated on progress, performance, and timelines
Respond to questions, feedback, and concerns promptly
Lead onboarding sessions and discovery calls
Document KPIs, campaign objectives, and success metrics
Set clear expectations from the start
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
Monitor KPIs like engagement, reach, and ROI
Share regular performance updates and insights
Adjust strategies based on data and client feedback
Anticipate client needs and suggest improvements
Identify upsell or cross-sell opportunities
Conduct regular check-ins to maintain alignment and trust
Address roadblocks or delays before they become issues
Offer solutions that balance client needs and agency capacity
Keep everyone calm, focused, and moving forward
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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:
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.
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:
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.
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:
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.
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