Eleanor, a key marketing executive at a middle-market company in the Southeast, sat at her desk and studied the numbers. Over the past few years, pressure had been ramping up, and leadership team meetings were an hour of the week that she dreaded. More questions, more demands for answers, more weight on her shoulders. The pressure to produce the revenue that the company needed to hit its quarterly number was unrelenting.
Our Account Executives are the bridges between our clients and our team. This is a vital role in our agency that can make or break important client relationships.
High Value Activities:
Communication - Our clients should never have to wonder what we’re doing, or when to expect something from us. More often than not, client problems arise out of miscommunication or lack of communication. As AE, you’ll establish a weekly, monthly and quarterly communication cadence with our clients (FM process). But in addition - get to know your clients outside of the day to day tasks. Stop by their office, send a birthday card, learn about them as people. Write thank you notes (handwritten). Ultimately, you need to establish trust with your clients.
Client Growth - While leading clients through projects or campaigns, there’s always an opportunity to do more. The best way to find more opportunities, more work, is to listen to your clients, check in often and ask questions. You’ll find that you hear about problems we may not be working on that we can help with. As a team, you and other Account Executives will have client growth goals to meet every quarter.
Industry Knowledge - Account Executives may have the hardest job in an agency, primarily because they are expected to have knowledge, even expertise of a vast variety of things. Media, websites, SEO, PPC, marketing automation, consumer decision journey, analytics, PR, etc. It’s impossible to be an expert at all of these, but you are going to be expected to have enough working knowledge to talk to our clients about them. And how they might work, or not work, for the problem we are trying to solve for them. This also includes learning about your clients' specific industries. Subscribe to trade publications, emails, attend conferences. The more you know the better AE you will be, for FitzMartin and for your clients.
Daily management of client projects and activities
Daily/weekly communication with clients, via email, phone calls, in person meetings, etc.
Understanding of inbound marketing, digital and traditional marketing concepts and strategies
Understanding of the behavioral change framework as applied to the customer decision journey, and tools and behaviors that are effective in moving a person from one stage to the next
Understanding of your client’s industry and company - what challenges they face, from competitors, from regulations, and from the industry in general
Working with the Creative Director to write meaningful creative work plans for new projects
Working closely with the Project Manager to create project budgets and timelines
Writing project and retainer agreements
Working with the Strategist to devise a campaign that meets the client's needs and budget
Presenting campaign ideas and estimates to clients
Negotiating with clients, solving any problems and making sure deadlines are met
Quality control of all work that is submitted to clients
Monitoring all stages of campaigns to guarantee that they run smoothly
Writing status reports throughout the duration of the project to keep clients and peers updated
Creating and presenting quarterly campaign performance reports to clients, with detailed metrics, insights and goal measurement
Thinking beyond the task at hand
3+ years experience as an Account Executive or similar role in an agency
Excellent oral and written communication skills
Digital marketing and social media acumen is a huge plus! You’ll really get our attention if you have working knowledge of Google AdWords, Google Analytics, social media platforms and marketing automation technologies (particularly HubSpot)
An understanding of valuable marketing metrics, such as Customer Acquisition Cost, Customer Lifetime Value, Marketing ROI, Marketing Attributed Customers, Marketing Influenced Customers
A proactive approach to client management
A keen eye for detail and an understanding of budget restraints
A personable and professional character that will allow you to build client rapport
The confidence to give clients trust in your work
FitzMartin is a B2B sales and marketing consultancy, founded in 1992. For more than two decades and for hundreds of clients, we’ve applied the science of behavioral psychology and the art of design to help our clients add more, and more profitable, customers. We do that by aligning sales and marketing efforts around the way science says people make decisions. We’re good at solving complex sales and marketing problems.
I read an article today posted by Vistage. Vistage is a trusted source of insights and leadership for executives. My only thought upon completion, "I need to share this."
It's a great time of year to think. Personally, I think about my life in four dimensions. Physical, Mental, Spiritual and Relational. This framework comes from the Bible. Luke 2:52. Give it a shot. I trust the source and the framework gives great perspective.
Thinking about marketing. Yeah. It also needs a great framework. We believe in the Cognitive Marketing Framework Framework. If that is a new idea, scan our thinking. But back to the article from this morning. Props to the authors of this excerpt and article written by Longitude Research. It gives a good framework and I think it's worth a read.
As brands look to improve their thought leadership game to keep up with ever-higher expectations of sophisticated campaign delivery and returns on investment, we forecast the top trends to take note of. From courting controversy in global politics to movement marketing and measuring metrics, here are 12 key ways for marketers to enrich their thought leadership in 2019.
Politics will enter the thought leadership mainstream Brexit, trade wars and the rise of populism are just a few of the momentous political events taking place around the world. B2B marketers have traditionally shied away from bringing politics into thought leadership but, given the potentially seismic impact of these events on business, they can no longer be ignored. Marketers will need to think carefully about how they tackle these topics and the emphasis needs to be on the business implications of these issues, rather than toeing a particular party line. But they shouldn’t be afraid of controversy – even if it means some of their audience disagree with them. If you expect everyone to agree with everything you say, then you’re probably playing it too safe anyway!
There will be a shift to agile thought leadership This is as much a hope as a prediction. Although good thought leadership takes time to produce, it no longer makes sense to spend almost a year conducting research and creating content, before even thinking about activation. The business and economic environment is just too fast-moving and volatile. Instead, companies need to adopt a more agile approach that harnesses quicker ways of conducting research and a more topical, news-driven mindset. A more up-to-date point of view will stand out from competitors and will also be more likely to resonate with an audience that is hungry for analysis of the current business and economic agenda.
Brands will listen before they speak Poor thought leadership pushes its story and its message with scant regard for what audiences want to hear. But to engage an audience of executives, brands need to invest time understanding what interests them. In 2019, smart brands will take an audience-first approach: identifying the hot issues and concerns that preoccupy their customers. From social listening to polls and roundtables to advisory panels, a variety of tools and techniques are available to help brands tune into the topics and challenges that resonate most with the corporate agenda.
The best thought leadership will move from broadcast to engagement Taking the idea a step further, most companies currently apply a broadcast approach to developing thought leadership. They conduct research, create content and then push it out to the audience, which receives it passively. But the very best thought leadership engages its audience and makes it feel part of a movement. So-called “movement marketing” is as rare as hen’s teeth in B2B marketing, but it will need to become more widely used to ensure that companies can cut through the avalanche of content that currently crashes down onto time-poor C-suite audiences. In B2C, movement marketing is a more common tactic: think Dove’s Real Beauty campaign or the Livestrong brand. As is so often the case, B2B needs to harness these powerful B2C tactics in order to create stronger engagement with audiences.
We are looking for a talented account executive to join the FitzMartin team! FitzMartin is a sales and marketing consultancy based in Birmingham, and we help our clients improve the ROI of their sales and marketing efforts. Our account executives are the bridge between our clients and our team. They are a vital part of how we work together and serve our clients.
It’s ironic that one of the most intimidating challenges facing decision makers is making decisions! In businesses large and small, leaders must allocate resources and set priorities in the face of uncertainty.
On Friday, May 25, 2018, a new law governing the collection and protection of personal data went into effect in the European Union. The General Data Protection Regulation (GDPR) created a uniform set of laws regulating the protection of personal data by companies doing business in the EU. It replaced the 1995 EU Data Protection Directive with enhanced requirements on those companies that collect personal data and stiffer penalties for those companies that fail to comply.
Every organization has a sales funnel. From startup to IPO, you have a way of selling to potential and current customers. Are you hitting all your goals? Is your budget generating the right number of leads? The process for converting a lead into a customer is a mystery to most organizations. As we mentioned before, we took years in developing our strategy to accurately reflect how people think. We love the brain and people and decision-making. Modeling our process from the research done by scholars James O. Prochaska and Carlo Di Clemente, we designed not only a process for how prospects buy but an analysis to evaluate your current marketing tactics, guide you in creating the right content, resource your sales team and create a unique process that best suits your needs.
What’s the last item you purchased? Go to your Amazon orders and look. For me, it was a pair of gym socks. Who says you need to start back in the gym at the beginning of the new year? Better now than never. Maybe you ordered a business book, kitchen supplies or whatever you didn’t want to leave your house for. Regardless of the product, we all made conscience decisions along the way. Now, what about for your business? Think about the last service you paid for. Did you just invest in Zendesk, upgrade your Slack account or hire an agency to redesign your website? Same thing. You went through a process before making that purchase.