Q&A with Randy Frisch, CMO at Uberflip

MEDIA 7 | September 26, 2019

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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Guidehouse and TechSur Form SBA Mentor-Protégé Joint Venture

Guidehouse | June 27, 2022

Guidehouse, a leading global provider of consulting services to public sector and commercial clients, and technology solutions provider TechSur Solutions are pleased to announce a strategic Joint Venture (JV) and Mentor-Protégé Agreement (MPA) under the U.S. Small Business Administration (SBA) Mentor-Protégé Program (MPP) through Guidehouse's acquisition of Dovel Technologies, LLC and its JV with TechSur, 1DTS. 1DTS successfully integrates the expertise of the two firms that specialize in digital transformation, bringing cloud-native applications, solutions, and analytics to government organizations. Guidehouse and TechSur have combined decades of experience providing innovative solutions across the federal government to include U.S. Department of Homeland Security. 1DTS is the culmination of that collective experience. As an 8(a) and EDWOSB, 1DTS can take organizations to the next levels of maturity through focused and impactful digital transformation strategies improving the mission of our customers. TechSur offers proven core competencies in mechanizing and automating the process of IT modernization while Guidehouse brings commensurate expertise in digital transformation and IT consulting. We look forward to significant collaboration through this joint venture to deliver innovative solutions for our Federal clients and team to address today's complex challenges for a more resilient tomorrow." Scott McIntyre,Guidehouse CEO Under the MPA, Guidehouse provides mentorship to TechSur as they seek opportunities in the Federal space for digital transformation, cloud native applications, legacy modernization, enterprise DevSecOps, data analytics, and adaptive artificial intelligence for mutual clients. "This partnership strengthens and highlights the technical savvy and expertise of both organizations," said Amit Yadav, Chief Technology Officer of TechSur Solutions. "Guidehouse is a powerhouse and increases our resources exponentially. We are very excited about this JV and the potential for delivering high-quality, timely, and customer-focused IT services while helping our clients solve their complex technical challenges." Guidehouse brings strength in the design and implementation of modernized enterprise architecture, systems integration, and agile-based software development, operations, and maintenance. TechSur Solutions is passionate about crafting aggressive and intentional technical solutions, all while remembering that at the end of the day, human beings have to want to use the technology. About Guidehouse Guidehouse is a leading global provider of consulting services to the public sector and commercial markets, with broad capabilities in management, technology, and risk consulting. By combining our public and private sector expertise, we help clients address their most complex challenges and navigate significant regulatory pressures focusing on transformational change, business resiliency, and technology-driven innovation. Across a range of advisory, consulting, outsourcing, and digital services, we create scalable, innovative solutions that help our clients outwit complexity and position them for future growth and success. The company has more than 13,000 professionals in over 50 locations globally. Guidehouse is a Veritas Capital portfolio company, led by seasoned professionals with proven and diverse expertise in traditional and emerging technologies, markets, and agenda-setting issues driving national and global economies. About TechSur Solutions TechSur Solutions is a premier IT consulting services small business with a philosophy and a focus on invention. Their rich service portfolio offers Federal Agencies and commercial clients Digital Transformation and Modernization services. TechSur is an 8(a) certified Economically Disadvantaged Women-Owned Small Business (EDWOSB) built on the belief that government deserves better engagement and a terrific user experience.

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GOVERNMENT BUSINESS

ECS Awarded $49M Contract by US Army in Support of Network Transformation

ECS | June 24, 2022

ECS, a leader in advanced technology, science, and digital transformation solutions, has been awarded a five-year contract by the U.S. Army valued at $49M. This project aligns with the Army’s larger network transformation strategy of providing units across the globe with a simple-to-use, expeditionary, mobile, hardened tactical network. To that end, ECS will provide software licensing, engineering services, training, and laboratory services to support the accreditation, integration, testing, and fielding of security software products. We are looking forward to partnering with the Army in modernizing and strengthening its tactical networks. ECS currently supports the deployment of the Army Endpoint Security Solutions (AESS) program, integrating, testing, accrediting, and fielding solutions that protect up to 800,000 endpoints. This wealth of experience will help inform our low-risk methodology in support of the Army’s network transformation initiative.” John Heneghan, president of ECS “With this contract award, ECS has the opportunity to help the Army achieve multiple mission objectives while advancing the greater strategy of transforming its tactical networks,” said Mark Maglin, vice president of Department of Defense (DoD) Cybersecurity at ECS. “Using our experience delivering the AESS for the enterprise, we are ready to leverage our expertise across software engineering and cybersecurity disciplines to help the Army achieve a unified network, increased visibility, and an improved cybersecurity posture.” About ECS ECS, ASGN’s federal government segment, delivers advanced solutions in cybersecurity, data and artificial intelligence (AI), cloud, application and IT modernization, science, and engineering. The company solves critical, complex challenges for customers across the U.S. public sector, defense, intelligence, and commercial industries. ECS maintains partnerships with leading cloud, cybersecurity, and AI/ML providers and holds specialized certifications in their technologies. Headquartered in Fairfax, Virginia, ECS has more than 3,500 employees throughout the United States. About ASGN ASGN Incorporated is one of the foremost providers of IT and professional services in the technology, digital, creative, engineering and life sciences fields across commercial and government sectors. ASGN helps leading corporate enterprises and government organizations develop, implement, and operate critical IT and business solutions through its integrated offering of professional staffing and IT solutions.

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