Q&A with Randy Frisch, CMO at Uberflip

MEDIA 7 | September 26, 2019

Q&A with Randy Frisch
Randy Frisch, CMO and Co-Founder at Uberflip has led the content experience movement, prompting marketers to think beyond content creation and focus on the experience. 

Randy also co-hosts the Conex Show, a weekly podcast featuring top marketers and their strategies and secrets to success. His talks empower marketers with the strategies they need to capture their audiences, prove their worth, and align their vision.

MEDIA 7: If I were to say to a bunch of people who know you, ‘Give me three adjectives that best describe you’, what would I hear?
RANDY FRISCH:
Determined, passionate, caring.

M7: From Flipbooks to the world’s first content experience platform in just 6 years. What are some of the top reasons that helped drive Uberflip to where it is now?
RF: 
We started as a solution that would allow marketers to share content to readers whenever they wanted and on whichever devices. People still want to consume content whenever they want. Think of the way in which we consume video content on Netflix or music content on Spotify. We’ve been successful in large part because we’ve been able to create a product that marketers need, that make it easier for their buyers to become customers. But that hasn’t been enough.
The differentiator for us is culture—the values we strive for as an organization (not just the work environment). I’ll share my 3 favourites here:

● H.U.S.T.L.E.: this one stands for Heart, Unique, Skill, Tech, Lean, Entrepreneurial. My co-founder, Yoav Schwartz, and I actually screen new hires for these traits.
● Valuable, Relevant & Consistent: this one comes from the initial definition of Content Marketing (“creating and distributing valuable, relevant and consistent content”) by Robert Rose and Joe Pullizzi at the Content Marketing Institute. It only makes sense that our teams and employees should expect to be valuable, relevant, and consistent.
● Give Back: It’s important for us to give back to our communities and while we do this in numerous ways led by people across our team, one of my favourites is an annual charity ping pong tournament we host called Startupong which brought together startups in Toronto to raise $50,000 for Sick Kids hospital this year.
We’ve been successful mostly because we’ve been able to create a brand around engaging our team, our customers, and even our partners around these values.


"As marketers, we need to take our buyers on a journey using content. We need to be able to get a buyer from one piece of content to the next—think of a nice hiking trail through the woods."

M7: How can modern marketers leverage the personalized content recommendations given by Uberflip AI?
RF:
 It all comes down to the journey we take our buyers through. We recently produced a report with Heinz Marketing in which we found that only “1 in 3 B2B marketing leaders [of 283 interviewed] believe their current website encourages people to engage with their content at a high volume”. Essentially, we are leading buyers to a piece of content and leaving them to fend for themselves among your content. A visual I like to use is that of walking someone into a dark forest with no pathway and leaving them there. Not a good experience at all. As marketers, we need to take our buyers on a journey using content. We need to be able to get a buyer from one piece of content to the next—think of a nice hiking trail through the woods.

Uberflip AI serves up recommendations on our platform personalized to our buyers after they’ve consumed a piece of content. This allows them to stay and engage with more content while they’re in a content experience. Uberflip AI gives marketers the ability to predict what topic or piece of content their buyer might be interested in based on their behavior on a website, benchmark them against other users, and deliver content that they might be interested in, in order to extend their journey.


"Buyers want personalized content and they want it when they’re ready to buy. And it has to be a great experience."

M7: How does user-generated content help in scaling ABM campaigns at Uberflip?
RF:
I believe the best UGC for ABM (acronym overload!) is the reviews from customers. The best way to learn is from our peers. We often copy our competitors or look for best practices. There are many ways we can relate to a target account by showing them what their peers are saying. It could be finding a tweet from someone they respect speaking about the value of your platform. Think of it this way. If Roger Federer tweeted that a certain shoe was key to his play you'd likely win over other aspiring tennis players. In the world of B2B marketing, we can sometimes find more professional review sites like G2 or TrustRadius where highlighting a review from someone in a related industry can help win over the next target account.

M7: There is a lot of buzz around your book “F#ck Content Marketing”. What inspired you to preach this influential gospel?
RF:
 I was off to Dreamforce in 2017 and I came across a SiriusDecisions stat that 60-70% of all marketing content goes unused. It brought to light that even I contributed to this problem by driving my team to create more and more content. I had a revelation.

Thanks to Robert Rose and Joe Pulizzi at the Content Marketing Institute, content marketing was supposed to be about creating and distributing content “with the objective of driving profitable customer action.” But somewhere along the line, it became too much about creation and not enough about distribution and driving customer action (converting). And when marketers were distributing content, we weren’t distributing it in ways that led to profitable customer action—think of all those generic emails we sent people, loaded with links to videos and blog posts spread across the internet. We were sending people into dark scary forests full of content (sometimes that of our competitors). And we never got them back.

It all hit me. So I said “f#ck content marketing”, or rather, f#ck what it had become. My mission over the last two years has become to teach marketers how to create great personalized online experiences that we can send our buyers to, that actually take them on a journey leading to a conversion.


"Marketing is now becoming creating and distributing content to drive profitable customer action."

M7: What is the idea behind ‘The Conex’ (podcast show) hosted by you every week, which is already a big hit among the viewers?
RF:
 After 3 years and 227 episodes, we’ve decided to end the Content Experience Show and start fresh with a new show, The Marketer’s Journey, launching October. We had a great base of listeners and guests, but we wanted to spend more time focusing on the concept of the journey—both, the journey that our buyers go through, and the journey we go through as marketers. I’ll be speaking in-depth with marketing leaders about what their journey has looked like as marketers and what they strive for in creating great experiences for their buyers and customers.

M7: How do you see content marketing evolving over time?
RF:
 We’re not just seeing the evolution of content marketing, we’re seeing the evolution of marketing as a whole. Marketing is now becoming creating and distributing content to drive profitable customer action.
Let’s take a look for a moment at the way in which we consume video and music media. We went from syndicated TV shows and weekly programming on set channels (cable) to having bingeable content ready for us on demand (Netflix, Hulu, etc). We went from listening for our favourite song to be played on the radio, to downloading songs on iTunes, to now getting recommended curated playlists and artists based on my listening history on Spotify. We can search for content we want on demand and binge it for as long as we want. And we can do it whenever we want on multiple different devices around us.

Our buyers want personalized content and they want it when they’re ready to buy. And it has to be a great experience. Marketers are starting to catch on. We’re starting to spend time and money on analyzing the data, having great salespeople, and even on distribution. The difference-maker is that marketers are spending more time and money on personalized content experiences and using a content experience platform like Uberflip to accelerate the buyer journey.

ABOUT UBERFLIP

Uberflip is the world’s #1 Content Experience Platform (CEP). With tools to aggregate all your marketing content, they empower B2B marketing and sales teams to create personalized content experiences to engage accounts, nurture prospects, and convert leads, without the help of IT. It’s their mission to put control back in the hands of marketing teams to deliver high-converting experiences, that put the customer front and center.

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Erskine guides both the conception of the research questions in collaboration with the government partners and the delivery of the project outputs by providing support for the four academic teams in developing their projects. “It has been incredibly rewarding to lead a project that brings together such an impressive, multidisciplinary group of researchers with government agencies that are so passionate about finding solutions to crucial problems – ranging from poverty alleviation to maternal health care, the process of working closely with government agencies from the outset to discuss these problems and co-design research questions makes this project unique and genuinely collaborative. I’m very proud to be part of it.” -Toni Erskine, Professor of International Politics and Director of the Coral Bell School of Asia Pacific Affairs at ANU. The following steps for the ‘AI for Social Good Project: Strengthening AI Capabilities and Governing Frameworks in Asia and the Pacific’ project will be to review and discuss the first complete drafts of the research papers by the four academic teams at a workshop in January. The partner government agencies from Bangladesh and Thailand will attend the workshop. Workshops with both government teams will also follow the presentation of final papers in the second quarter of 2023. To mark the project's conclusion, a summit with all participants in the project will be held in mid-2023 at the Australia National University.

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EMERGING TECHNOLOGY

Mobile Mentor Awarded GSA Contract by the US Government

Mobile Mentor | November 25, 2022

Mobile Mentor, a rapidly growing technology services company and Microsoft partner, is pleased to announce their contract award with the GSA. GSA (General Services Administration) is the procurement and contracting vehicle for the United States Federal Government. The award allows the Mobile Mentor team to provide federal, state and local government agencies with services to modernize IT operations and improve cyber security using the latest in Microsoft security technologies. Mobile Mentor was officially granted vendor status to the GSA as a small business in late October. In 2022, the federal contracting goal for small business reached 27.2 percent of total federal contracting funds. “Partnering with the GSA to provide services to the federal government is a huge privilege, It opens the door for our team of industry-leading experts to make a real impact and allows us to do our part in ensuring the security of crucial federal agencies. By embracing modern security practices like Zero Trust and Passwordless Authentication, we help government agencies to achieve the optimum balance between security and user experience, We believe security and user experience are equally important in today’s world where security threats are everywhere, and employees are increasingly working remotely, relying on their technology every minute of the day. This intersection of security and employee experience defines the workplace of the future, and we are proud to be leading the way with our government clients and strategic partners such as Microsoft.” -Denis O’Shea, CEO and Founder of Mobile Mentor. Since the founding of the company in 2004, Mobile Mentor has partnered with a variety of government agencies internationally to modernize IT operations and improve security for the mobile workforce. In 2021, Mobile Mentor won Microsoft’s international partner of the year award for modern endpoint management, positioning the company as a global leader in securing the modern hybrid workforce. About Mobile Mentor: Mobile Mentor empowers people to achieve more by unlocking the full potential of their technology. With operations in the USA, Australia and New Zealand, Mobile Mentor is the remote partner for the remote workforce. Founded in 2004, Mobile Mentor has enabled millions of people to increase security and productivity with their laptops, tablets, smartphones, and apps.

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