Account Management

What are some of the best tools you’ve found in order to better understand clients’ industries?

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Read the company’s press releases and, if they’re public, its earnings reports. That usually gets you a strong understanding of its business

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I also usually read any competitor earnings reports, and see if the clients have internal data they’re willing to share (brand trackers, historical data, etc.). There is a good chance someone on your end has collected this from the client already; I’d ask around if you haven’t.

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It's pricey but research houses like IBIS World do great semi-annual industry reports.

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This is good advice, and depending on vertical and the connections you can make—its always good to make friends with the research dept at any company you work with or for regularly. In media, I’ll often reach out to friends at relevant vertical publishers with robust research departments (e.g., was a huge fan of FT’s research when I worked on a finance brand) to get more insight.

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I like the Wall Street Journal, press releases and earnings reports as others have mentioned.

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Talk to the people that actually make the stuff your client sells. I got so much intel from hanging out with the entomologist at a global pest control company.

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