1.
HUBSPOT HALLOWEEN SPECIAL

2.
About the Author
Andrea is a marketing funnel optimisation specialist at HubSpot, Dublin.
She is a member of the international marketing team, where she manages
email marketing and lead nurture workflows, as well as list segmentation
and improved targeting. Her data-driven testing informs the team’s strategic
decisions and contributes to improving the number of leads generated and the
quality of those leads.
@andydidwhat

3.
Table of Terrifying Content
Chapter 1: Dangerous Liaisons: Choosing the wrong clients 4
Stories from Bryan Adams (PH Creative) and Patrick Armitage (BlogMutt)
Chapter 2: Creepy Scope: When projects go beyond the original timetable 7
Stories from Ed Marsh (Consilium Global Business) and Emma Jones (Katapult)
Chapter 3: Watch Your Back! The importance of having a backup plan 10
Stories from Sarah McIntyre (Bright Inbound Marketing), Alistair Norman (Tomorrow People)
and Pau Valdés (InboundCycle)
Chapter 4: Falling Behind... Keeping up with industry changes 14
Stories from Matt Hodkinson (Influence Agents) and James Welch (Online Ventures Group)
Chapter 5: Strategy Tragedy: When strategies fall apart 17
Stories from David Bowler (Incisive Edge) and Ricardo Molina (Brightbull)
Chapter 6: Client Catastrophes: When clients get in the way 20
Stories from Bernie Borges (Find and Convert), James Cox (Tracepoint) and Chuck
Malcomson (Screwpile)
*BONUS* Email Wails! - classic email fail contributions
Kelly Kranz (OverGo Studio) 7
Roberto Moragón (INCRENTA) 12
Guy Levine (Return on Digital) 18
Jeremy Knight (Equinet Media) 23
Laura Hogan (OverGo Studio) 28
...and a special submission from Klaas Klunders (Marketing Penguin) 34

4.
1
DANGEROUS LIAISONS

5.
5
A BOTTOMLESS PIT OF DISSATISFACTION
It pains me to remember this client -- on the outside they
appeared to be a great match, but in reality, it was an evil
pairing. So we began to work together, and despite the amazing
results we were achieving for them, it was never enough.
Time after time we would display exemplary results – and it was
never satisfactory. Regardless of what results we got for them
on a monthly basis, they wanted more. They wanted to know
why it wasn’t better, how we could improve the next month and
how we could compensate them for any lost opportunities. It
was insanity. They had no grasp of reality. Our team were close
to killing themselves during the work and it took months for us
to recover our morale even after I had stepped in and delicately
moved them on to another agency
Today at PH Creative, we have a firm rule which arose from
too many similar experiences like this with nightmare clients.
In order to work with us, a client must provide two out of
three of the following criteria: fame, fortune or fun. It’s just not
negotiable.
Avoid this Nightmare
Always ensure the scope of work and the boundaries of the
deliverables are set in stone along with setting client expectations
firmly in reality… Under promise, over deliver and don’t be afraid
to fire clients if they become too demanding and will not up their
budget to compensate for the loss of sanity.
Bryan Adams
PH CREATIVE
@PHCREATIVE
“Under promise, over
deliver and don’t be afraid
to fire clients if they become
too demanding and will
not up their budget to
compensate for the loss of
sanity.”
TRICK OR
TWEET

6.
In a previous life, I worked at an agency commissioned to develop 6
an e-commerce website for a client. Awesome, except for one
terrifying problem: I never developed, nor did our agency ever
develop, an e-commerce site before! We were experiencing the
agency equivalent of the “bus jump” scene in “Speed”. I was
Sandra Bullock, blowing by warning signs, gas pedal floored,
white-knuckling it, trying to jump our collective knowledge gap in
e-commerce while the rest of the agency braced for impact.
That knowledge gap was the need to sync tax tables, shipping
and handling fees, bundled pricing, fulfillment, backend CRM
integration, accessorising and check-out capabilities in one
seamless customer experience. Over the course of the project,
we went through three programmers, our client quit, and we went
tens of thousands of dollars over budget doing whatever it took to
deliver a functioning website held together by spit and duct tape.
And just like in “Speed,” we successfully jumped the gap but not
without extensive damage wrought on office morale, our bottom
line, and the relationship with the client.
Avoid this Nightmare
This mistake could’ve been avoided if we stayed true to our
expertise and played to our strengths. Our agency did great
branding, messaging and design work. Our web development
capabilities were serviceable but not nearly at the level our
client required. Everyone knew it. But we got greedy and fooled
ourselves. Going dramatically over budget wasn’t the only pain
we felt. Nerves were frayed. Other client work suffered, and our
team’s collective confidence took a hit.
Patrick Armitage
BLOGMUTT
@PAT_ARMITAGE
JUMPING FROM A SPEEDING BUS
“Agencies that say
they’re a “jack of all
trades” are a master of
none. Sometimes saying
“no” is more profitable
than saying “yes”.
TRICK OR
TWEET

7.
7
With great intentions of making life easier for one of our
clients, we set up a lead nurture email workflow for their
new web leads. However, we did this without asking if
that was how their sales process worked – a hazardous
mistake. We simply assumed this was something that
they’d want. As you can probably guess, this was
absolutely not what the client wanted and they almost
fired us immediately – a gruesome end. As it turned out,
the client’s process was to follow up personally with each
lead – and between getting our nurture emails and the
client’s personal emails, these leads were getting very
confused, sending the client into a fit of rage with us and
we were terrified we were going to lose their business.
Thankfully, we were able to talk them around by begging
for mercy!
Avoid this Nightmare
Simple; Smarketing. If we knew that our client’s sales
process was to follow up with leads personally and right
away then we could have planned his lead nurturing
campaigns better. Now we always connect with the
client’s sales team first to understand their process. And
we get their approval on any emails that go out with their
signature on it. Lesson learned!
Kelly Kranz
OVERGO STUDIO
@KELLYKRANZ
THE MYSTERY OF THE
MULTIPLYING EMAILS
“If we knew that our client’s
sales process was to follow
up with leads personally and
right away then we could
have planned his lead
nurturing campaigns better.”
EMAIL WAIL
TRICK OR
TWEET

8.
2
CREEPY SCOPE

9.
9
It’s easy to get caught up in the excitement of inbound and its
possibilities for clients but this can be a dangerous thing. With
new clients, we have often been eager to set their pulse racing
and have set ambitious goals to drive a step change in marketing
performance and ROI.
With all good intentions, we have pulled out all the stops and put
in lots of extra time in order to meet those original goals. Of course,
the problem with such over-servicing is that unless the client is
aware of all the extra work, it is taken for granted which undervalues
our efforts and our inbound proposition as a whole.
Avoid this nightmare
On reflection, during the early stages of offering inbound services
we could have perhaps been more prudent in our goal setting and
managing client expectations. Further, it’s vital to ensure that clients
have a clear view of all the work you’re putting in so that they
understand the full value of your expertise; this builds a platform for
a strong relationship moving forward.
Emma Jones
Katapult
@_katapult
OVER-SERVICE AT YOUR PERIL
“It’s vital to set clear
goals and manage client
expectations from the
outset to ensure that they
understand the full value of
your expertise, and
have a clear view of the work
involved.” TRICK OR
TWEET
-

10.
10
When we at Consilium Global Business first started working with this
ghoulish client, we did not realise what a mistake it would be not to set
up agreements on what we would deliver and what the client would
deliver. We began the project, naively thinking that the client would
step in when required to move the project forward.
Unfortunately, as time went on, it became clear that the devilish client
was not prioritising the relationship, or the job we were trying to do.
Tasks that only they could complete were not getting done and the
project continued to drag on and on. A 90-day project turned into a
180-day nightmare.
Avoid this nightmare
I’ve learned that a reasonable mutual SLA should be established
with auto publish deadlines (or extra-project work surcharges)
outlined before we begin a project. This way, both client and
agency know what they are responsible for and the project goes
much smoother.
Ed Marsh
CONSILIUM GLOBAL
@EDBMARSH
MUTUALLY AGREE, OR DIE
“We did not realise what a mistake it would be not
to set up agreements on what we would deliver
and what the client would deliver.”
TRICK OR
TWEET

11.
11
As the Inbound Manager at Increnta, I was sending our most
important customer an email with the annual report. I decided to
open YouTube to make it a little more fun. And boy did it! I played my
favourite guilty pleasure song “La Macarena” on repeat.
After listening to it over and over again, I got lost in my own
world and became careless, and swiftly realised I had just sent
the ridiculous video to the customer. My heart started racing
immediately, my hands started getting all clammy and I could feel
the sweat trickling down my forehead. I thought “Dear God! We’re
going to lose our biggest account!”
While writing a letter of apology, the most important email of my
life arrived in my inbox. It was the customer, congratulating me on
the campaign and adding that La Macarena was his favourite song.
My sigh of relief was audible from three streets away!
Avoid this Nightmare
Always check your emails before hitting send if you don´t want
your dreams to become nightmares. Remember that messages
via email can easily be misinterpreted, and you never know how
someone might react. Important communications should always
be made in person or via telephone if possible to avoid this kind of
mishap.
Roberto Moragón
INCRENTA
@INCRENTA
CAN YOU HEAR THE MUSIC?
“Remember that
messages via
email can easily be
misinterpreted, and
you never know how
someone might react.”
EMAIL WAIL
TRICK OR
TWEET

12.
3
WATCH YOUR BACK

13.
13
Being a small agency, I have a roster of freelancers that I use
for various elements of an inbound marketing program. These
include writers, graphic designers, web developers etc. and they
are all over the world. I was working on an entire HubSpot COS
website rebuild with a freelancer who was usually fast and reliable.
However, as the go-live deadline approached, they disappeared
and did not respond to any form of communication I attempted.
The tensions and panic grew. Whatever could have caused this
mysterious disappearance?
They did respond finally, and when I politely pointed out that the
site was scheduled to be going live at the end of the week, they
imploded and were astonishingly unprofessional. Needless to say,
that relationship ended there and then. So I was stuck without a site
and without a developer. Luckily I had another resource with another
HubSpot partner who quickly took over the project and had it back on
track without any further delays. What could have been a disaster was
saved at the last moment.
AVOID THIS NIGHTMARE
The lesson here is to always have a back-up plan. I’ve found
in some instances that using other Hubspot agency partners as
resources can work better than freelancers. The Hubspot partner
community is somewhat unique in that we often do collaborate
on projects. This can be done transparently with the client or not,
depending on your comfort level and who “owns” the customer
relationship.
Sarah McIntyre
BRIGHT INBOUND
MARKETING
@BRIGHTINBOUND
FREELANCER FAIL
“The tensions and panic
grew ... the lesson here
is to always have a
back-up plan.”
TRICK OR
TWEET

14.
14
TECHNOLOGY IS MY BEST FRIEND,
AND MY ENEMY
On a dark, dark day, there was a dark, dark building and
in the dark, dark building there was a dark and suspicious
internet connection.
We had spent weeks planning and finalising a concept for
a new marketing campaign and were preparing for the final
presentation. They were travelling to our offices from afar
- and when I say “they”, I mean all of the key stakeholders.
But on their arrival, once pleasantries were out of the
way, we discovered the internet had gone down - again!
Our presentation, along with our entire company, lives on
the cloud. We couldn’t do anything - not even print it off.
Nightmare! The horror on our faces was something you
would never forget.
AVOID THIS NIGHTMARE
Many agencies operate within a serviced building where
one internet connection line feeds all. Our advice would
be to always outsource third party services if what you’re
offered from the managed building is hindering your
business’ performance. We live in the digital age - and for
a digital marketing agency to be offline is scarier than any
trick or treater to appear at my doorstep!”
Alistair Norman
TOMORROW PEOPLE
@ALISTAIRNORMAN
“Always outsource third party services if what you’re offered from the
managed building is hindering your business’ performance.”
TRICK OR
TWEET

15.
15
A TICKING TIME BOMB WILL ALWAYS
EXPLODE
A few years ago, when we started out, the team was composed
of two people. There were a lot of plans, expectations, ideas...
and also quite a lot of time invested in finding clients. With
the first customers, things were looking great and we kept on
expanding, reaching into new market segments and growing
fast. Then, a new member came into the group but we kept
growing. The three of us were doing all the executive work,
which I was combining with our own marketing and sales. The
cracks were beginning to show. But suddenly, out of nowhere,
the third member of our group decided to leave the agency… uh
oh.
We had no idea what to do and had the responsibility of
continuing to provide the best service to our customers. There
were too many projects per person, and it quickly became clear
that it was impossible to do all these tasks. We were sucked into
a black hole of keeping the level of service to a high standard –
but we were chained to our desks for more hours and days than
I care to remember. It was hell. But then we hired a new person,
and another, and another. We have grown, we have learned, and
we are having fun every day. We never want to see those old
days again.
Pau Valdés
INBOUNDCYCLE
@INBOUNDCYCLE
Avoid this Nightmare
“It’s a good idea
not to overload
the workforce. To
have some spare
capacity to deal with
unexpected events is
a lifesaver.”
TRICK OR
TWEET
It’s a good idea not to overload the workforce. To have some spare capacity to deal with unexpected events
is a lifesaver. Today, some of our executives are involved with projects full time, but some others remain
busy 80% of their time, so they can always be available to absorb extra work if needed.

16.
16
PROSPECT PROFILING
PREVENTS PROJECT PARALYSIS
Back in the olden days of our agency, we were approached
by quite a high profile client to undertake some SEO work
for them. They kindly sent us some reports from their current
agency with a list of some of the issues they were having.
We spent hours crafting the perfect proposal, referencing all
the issues the client faced, how bad their current situation
was, and how a new strategy was desperately needed.
However, due to whatever wickedness was at play that day,
our emails got mixed up and we sent it directly to the client’s
current agency. It felt like Halloween had come early! No
email retraction was going to save us from this mess! It was
like a vampire had come along and sucked the life out of us.
Avoid this Nightmare
Five years on from this unfortunate error, not only do
we make sure we never mix up email addresses, but we
also take care to profile each prospect carefully to stop
any potential horror stories. We discuss level of inbound
knowledge, size of team, buy-in from the board, parties who
will be involved, growth plans for the company, if they are
detail or big-picture oriented and most importantly, is there
anyone who we should not contact!
Guy Levine
RETURN ON DIGITAL
@GUYLEVINE
“We take care to profile each
prospect carefully to stop
any potential horror stories.”
EMAIL WAIL
TRICK OR
TWEET

17.
4
FALLING BEHIND...

18.
BE EVERYTHING TO SOMEONE OR
BE NOTHING TO EVERYONE
When we first started conducting our own inbound campaigns, 18
we took the standard business owner stance and ignored all
the advice about niching. It could have been RIP for us then and
there. There seemed to be a great deal of fear in targeting a very
specific industry or buyer persona, at the expense of all the other,
non-conforming business profiles that we could also help.
As a result of my own aversion to get specific, we welcomed a
broad and poorly-targeted array of prospects into our marketing
and sales funnel, each of which were subjected to a generic “blah”
of follow-up information. Unsurprisingly, (with hindsight) conversion
rates were hauntingly low, and we found ourselves talking to
“prospects” who weren’t really qualified to buy our services. Big
mistake!
Avoid this Nightmare
How we address this issue is exactly how we approach all
campaigns now, both for ourselves and with clients (yes, we eat
our own dog food). We start every engagement by identifying
the primary and ideal buyer personas, and create content-led
campaigns that not only attract the right leads, but which also
pre-qualify and nurture those leads through to sales readiness.
Conversions have improved, and we have a more satisfied
client-base as a result of the subject matter expertise we can
provide across the board.
HERE LIES
Matt Hodkinson
INFLUENCE AGENTS
@MATT_HODKINSON
“We start every
engagement by
identifying the primary
and ideal buyer personas,
and create content-led
campaigns.”
TRICK OR
TWEET

19.
19
As far as I’m concerned, there is nothing more horrifying than the
thought of falling behind. We at Online Ventures Group always
strive to be at the cutting-edge in everything we do, from the
software we create and use, to the marketing tactics we implement
for our clients.
We have all heard the almost-cliche ‘content is king’. We all know
quality content is integral to advertising campaigns of all sizes,
content marketing especially. Our horror story is that we didn’t
embrace content marketing earlier and fell behind our industry
peers. Now that we utilise content marketing as our main tool to
reach business objectives, our clients are enjoying a much larger
return on their investments. If only we implemented it years ago.
Avoid this Nightmare
My advice to other agencies would be to trust your gut. If you hear
rumblings of ‘the next big thing’, do you research and do it quickly.
Then turn it into an plan and implement it double-quick. The feeling
of being left behind is awful. But the feeling of knowing you are
ahead of the curve and seeing the result is one you will never
forget.
James Welch
ONLINE VENTURES
GROUP
@JAMESWELCH_NET
RUN! HE’S BEHIND YOU!!
“Trust your gut. If you hear rumblings of ‘the
next big thing’, do your research and do it
quickly.”
TRICK OR
TWEET
‘

20.
20
EMAIL WAIL
“In the early days of setting up a customer re-engagement mail a
couple of years ago we had something of a mishap. It could have
been a complete freaking nightmare had it not been for how cool the
customer remained, even as some interesting and sinister responses
to our unfortunate mistake poured in…
Imagine if you will, we’ve gone through all of the work defining a key
persona for the client. We’ll call her Laura, OK? Well, as I copy write
the re-engagement mail, as you would expect, I’m considering exactly
what matters to Laura, how would she be thinking about things, how
would this offer be best received by her?
Yes – I wrote ‘Hi Laura’ at the top of the mail, fully intending to replace
it with first name personalization later. And yes I did, I sent it! I called
over 2,500 people Laura. I break out in a cold sweat just thinking
about it, to this day. You can imagine, there were a fair few replies
along the lines of “I’m only Laura at the weekend” and some, it should
Jeremy Knight
EQUINET MEDIA
@THEJEREMYKNIGHT
“Never, ever send
anything without
proofing properly, ever.”
IS THAT YOU, LAURA?
TRICK OR
TWEET
be said that were not so humorous. I still have nightmares about it… (for a while I think my wife thought
I was having an affair as I groaned “no Laura, no Laura” in my sleep).”
Avoid this Nightmare
Of course - it is obvious (but oh so easy to overlook if you are rushing at deadlines and, ultimately cutting
corners); never, ever send anything without proofing properly, ever. Today we always ensure we’ve had a
second person in the agency check the work of a colleague before anything is sent out and, I’m delighted
to say, nothing like that has ever happened again.....has it, Laura?

21.
5
STRATEGY TRAGEDY

22.
22
A B2B client had invested heavily in their brand, seeking to
penetrate various market sectors through multiple channels. They
made some initial traction, albeit by taking a scatter-gun approach
to building brand equity. The trade name they were leveraging was
competitive and ultimately unprotected. Whilst successfully winning
some early market share, it eventually backfired on the company,
with the proliferation of cross sector messaging costing them a
significant portion of their marketing budget. The company ended
up in a state of disarray and as a result, the head of marketing
lost their job. Unfortunately for the client, despite having spent
considerable sums on marketing-reach, they ended up needing to
start from scratch.
Avoid this Nightmare
When the client came to Incisive Edge, they had inconsistencies
with messaging and their value proposition coupled with justified
concerns from the costly lessons they had learned. They required a
strategic approach to align and integrate marketing with sales and
to stop deploying activities in isolation.
Our approach to consistent multi-channel digital and content
marketing positioned them as a sector specific thought leader
and put our client back on the road to recovery. We measurably
energised their sales and marketing operations driving return on
investment through clarity.
David Bowler
INCISIVE EDGE
@INCISIVEEDGE
SHOT IN THE FOOT WITH A
SCATTER GUN APPROACH
“It requires a strategic
approach to align &
integrate marketing &
sales.”
TRICK OR
TWEET

23.
23
THE CHOPPY SEA OF
INEXPERIENCE
We once developed a top-of-the-range inbound marketing
campaign for a client who had difficulty letting us manage the
execution of it. An inbound marketing campaign performs best
when applied consistently, and especially by those who have
experience in implementing the steps involved. The internal
team in this particular case had no prior experience in such a
thing. The delivery was choppy and slow, but thankfully we were
lucky, and it all worked out in the end.
Avoid this Nightmare
Always execute and bring your ideas to fruition yourself. No one
will ever translate vision into reality in the way you can.
Ricardo Molina
BRIGHTBULL
@BRIGHTBULL
“No one will ever translate vision into reality in the way you can.”
TRICK OR
TWEET

24.
24
EMAIL WAIL
“I’ll tell you a story that left me quaking in my boots, a story
that haunts me to this day. We’ve all made mistakes when it
comes to dabbling in a little bit of HTML or CSS in order to
add personalisation or a favourite colour. Oh, I wish it had
been a meaningless string of code that I sent! Instead, I sent
a ghastly un-personalised email for a client that unfortunately
referred to everyone as “Hey First Name”. Needless to say,
the client was pretty unhappy with that result… I was sure that
was going to be the day I met a grisly end!”
Avoid this Nightmare
This mistake can be avoided by not only having someone
look over your emails, but also having them sent to you as a
test as if you are a contact in your system.
Laura Hogan
OVERGO STUDIO
@LALALAURAHOGAN
HE WHO SHALL NOT BE
NAMED
“This mistake can be avoided by not only having someone
look over your emails, but also having them sent to you as a
test as if you are a contact in your system.”
TRICK OR
TWEET

25.
6
CLIENT CATASTROPHES

26.
26
One of the deadliest traps for agencies is the client who is
obsessed with only one thing… SEO.
Modern SEO is about an inbound marketing strategy and
that includes being discovered through search engines as
well as other online channels including social. It requires a
strong messaging strategy, a documented content strategy, an
employee advocacy strategy and a comprehensive review of
the client’s website architecture, authority and linkback status. A
plan needs to be made about what needs to get viciously axed
and what needs to be added to the cauldron to brew the right
enchantment for visitors.
We’ll never enter into a client engagement again that is
one-dimensionally focused on just “search engine optimization.”
The notion of “improving search engine rankings” is so 2010.
It’s an obsolete concept. Alas, there are some clients that are
cursed with not seeing the whole picture of marketing.
Avoid this Nightmare
The new SEO is very multi-faceted. We’ll only work with clients
that understand the breadth of modern inbound marketing with
a willingness to collaborate on all the success factors.”
Bernie Borges
FIND AND CONVERT
@BERNIEBORGES
THE WALKING DEAD SEO
PRACTICES
“The notion of “improving search engine
rankings” is so 2010. It’s an obsolete
concept.”
TRICK OR
TWEET

27.
27
STRATEGY IS THE SKELETON OF
SUCCESS
We worked with a client who bought HubSpot software, but
wouldn’t invest in any strategy work (beware of such devilish
creatures – they bring with them untold horrors known as
‘unrealistic expectations’). Despite our forewarning, they
didn’t follow our advice to start the process with research
and planning. They insisted they knew the customer and their
market, and jumped straight to the execution phase. .. much
like the grim reaper! They published some content they thought
would be interesting and waited for the leads to roll in. The
results were predictably horrifying and they were shocked to
find they weren’t closing a deal each week at the end of the first
month.
Eventually we convinced them to do a content strategy session,
which was informed by a workshop, several persona interviews
and an independent assessment of the marketplace. The
recommendations we presented were far different than the
content they’d produced and after investing in the process, they
realised what they should have done from the get-go.
Avoid this Nightmare
Want to avoid the same terrifying fate? Spend at least a month
doing research, strategy development, client interviews, persona
development, internal workshops – amass all the data you have
before you start production. It’s the best way to ensure your
content isn’t dead on arrival!
James Cox
TRACEPOINT
@JAMESBUZZCOX
“Spend at least a month
doing research, strategy
development, client
interviews, persona
development, and internal
workshops.”
TRICK OR
TWEET

28.
28
DR. FRANKENSTEIN IS READY TO SEE YOU
Earlier this year, Screwpile was working with a surgical practice
helping them grow their business. We’ll call the owner Dr.
Frankenstein. Dr. Frankenstein came to us with a problem; he
was frustrated that his website was not helping the practice
attract new patients as well as he felt it could. Typically we
measure success with inbound medical marketing in three
important categories: increases in website traffic; number of
leads generated; number of new patients closed.
After a few months of inbound medical marketing efforts, things
were really looking up. Traffic had grown from under 1,000
visits a month to well over 11,000 visits per month. Leads had
increased as well. Before the engagement Dr. Frankenstein’s
office had been getting only a handful of leads every month from
the website. We’re talking 2-3. As their inbound marketing efforts
ramped up, all those website visitors began to convert into leads
as well. Now, they were getting upwards of 50 every month from
their website alone.
Chuck Malcomson
SCREWPILE
@SCREWPILECOMM
“Now we make sure to press
hard during our consultative sales
process to ensure that the
prospect is a good fit for our
services.”
TRICK OR
TWEET
The problem was that not enough of these leads were becoming new patients in Dr. Frankenstein’s
office. Even though these leads were requesting consultations, the practice didn’t have an effective
way to handle new patient leads and get them in office. Dr. Frankenstein’s office didn’t have the luxury
of a team of appointment coordinators to effectively follow up. Even after delivering on what we
promised the account ended up churning. Dr. Frankenstein just wasn’t able to dispose of that many
patients.”
Avoid this Nightmare
Now we make sure to press hard during our consultative sales process to ensure that the prospect is
a good fit for our services. Do they have someone available to follow up with inbound leads? Do they
have a process in place to effectively connect with the highest percentage of inbound leads? If so,
great. If not, we leave it at that.

29.
SPECIAL
HORRIFYING ADDITION

30.
30
Klaas Klunder
MARKETING PENGUIN
@MKTPENGUIN
Who is afraid of bad content?
Let me tell you a scary tale
Of a text written to no avail
A blog without a ‘body’ but with a ‘tail’
And scarier even more
It was filled with jargon galore
This sucked the life right out of the story
Never to see the morning glory
But there was even more hell to pay
The blog did not have a CTA
So let me tell you in a single breath
The blog was boring its readers to death
Yes, the content was a sure hit and miss
That lives forever in the abyss.

31.
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