What's the best way to create an account plan that aligns with your client's event marketing goals?

1 Understand your client's goals

The first step to creating an account plan is to understand your client's goals. What are they trying to achieve with their events? Who are they targeting? How do they measure success? What are their pain points and challenges? You can use various tools and methods to gather this information, such as surveys, interviews, SWOT analysis, or SMART goals. The more you know about your client's goals, the better you can align your account plan with them.

2 Define your objectives and strategies

The next step is to define your objectives and strategies for each account. Your objectives should be specific, measurable, achievable, relevant, and time-bound. They should also align with your client's goals and reflect your value proposition. For example, if your client's goal is to increase brand awareness, your objective could be to generate X number of impressions or leads from their events. Your strategies should describe how you will achieve your objectives, such as the type, frequency, format, and theme of the events you will plan and execute.

3 Identify your tactics and metrics

The third step is to identify your tactics and metrics for each account. Your tactics should be the specific actions and tasks you will perform to implement your strategies, such as the channels, tools, platforms, and resources you will use. Your metrics should be the indicators and measurements you will use to track and evaluate your performance, such as the ROI, conversion rate, satisfaction rate, or retention rate of your events. You should also establish a timeline and budget for your tactics and metrics.

4 Communicate and collaborate with your client

The fourth step is to communicate and collaborate with your client throughout the account plan process. You should share your account plan with your client and get their feedback and approval. You should also update them regularly on your progress and results, and address any issues or concerns they may have. You should also seek their input and involvement in key decisions and activities, such as the event design, promotion, and execution. By communicating and collaborating with your client, you can ensure that your account plan aligns with their event marketing goals and expectations.

5 Review and optimize your account plan

The final step is to review and optimize your account plan periodically. You should analyze your data and metrics and compare them with your objectives and strategies. You should also solicit feedback from your client and their event attendees and stakeholders. You should identify what worked well and what didn't, and what you can improve or change. You should also celebrate your achievements and recognize your team and partners. By reviewing and optimizing your account plan, you can enhance your performance and value, and strengthen your client relationship.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?