Q&A with Randy Frisch, CMO at Uberflip

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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Mark43 is First Public Safety Technology Company to Achieve StateRAMP High Impact Level Authorization

Business Wire | October 12, 2023

Mark43, the leading cloud-native public safety software company, today announced that it has achieved State Risk and Authorization Management Program (StateRAMP) High Impact Level Authorization. Mark43 brings the most mature security controls to Computer-Aided Dispatch, Records Management System, and Analytics platforms delivered on Amazon Web Services (AWS) GovCloud to more than 200 public safety agencies and their communities. Mark43 is the first public safety technology company to achieve StateRAMP High Impact Level Authorization, certifying its commitment to protecting the privacy and security of its customers’ data, particularly for state, local and tribal governments. StateRAMP, the State Risk and Authorization Management Program, is a highly respected and recognized certification program for cloud cybersecurity excellence. It provides state and local governments assurance that the technology vendors they are working with meet rigorous cybersecurity standards through independent audits and ongoing continuous monitoring. It is inspired by and adapted from the FedRAMP standards and framework. By achieving StateRAMP High Impact Level Authorization and having achieved FedRAMP High In Process, Mark43 demonstrates its commitment to providing state and local government customers with the highest level of cybersecurity protection possible. “With more than 1,000 known attacks against U.S. public safety agencies and local governments since 2021, the stakes have never been higher,” said Mark43 Chief Executive Officer Robert Hughes. “According to IBM’s ‘Cost of a Data Breach Report 2023,’ the average cost of a cybersecurity breach is $4.45M million and in this current climate, state and local governments are under constant attack. Mark43 is the first public safety technology company to achieve StateRAMP High Impact Level Authorization – verification that Mark43 delivers the resilient, reliable and secure CAD and RMS that cities and states need. Law enforcement agencies simply cannot afford to partner with a technology provider that does not achieve this level of cybersecurity maturity.” “Government agencies, public safety agencies, and institutions of higher education are very real targets for hackers and cyberattacks,” said Mark43 Chief Information Security Officer Larry Zorio. “The ability of these entities to verify that their partners maintain the highest levels of cybersecurity controls is critical. This StateRAMP High Impact Level Authorization is proof that Mark43 offers best-in-class cybersecurity controls.” “Achieving StateRAMP High Impact Level Authorization now makes it even easier for state and local agencies to partner with Mark43, and we’re thrilled to help government partners deliver for the communities they serve,” said Mark43 Chief Revenue Officer Tim Merrigan. Built on Amazon Web Services (AWS) GovCloud, Mark43 will continue to provide industry-leading security controls available for public safety customers. This StateRAMP High Impact Level Authorization builds on Mark43’s existing security program which includes SOC 2 Type II and SOC 3 attestations, as well as recently achieving the FedRAMP High In Process Authorization. Mark43 is one of the few public safety technology companies to have attained the FedRAMP High In Process designation, and is expected to achieve formal FedRAMP High Authorization in the coming months. About Mark43 Mark43 is the leading cloud-native public safety technology company. By delivering a modern, intuitive and mobile-first Records Management System, Computer-Aided Dispatch and Analytics platform, Mark43 empowers governments and their communities to improve the safety and quality of life for all. Working with more than 200 local, state and federal public safety agencies, Mark43 is transforming how first responders use technology to respond, engage and serve the community. Mark43 provides the tools, resources, expertise, and security foundation that public safety needs today, tomorrow, and beyond. For more information or to request a demo, visit www.mark43.com. About StateRAMP StateRAMP promotes the adoption of secure cloud services across the U.S. state and local governments, public education institutions, and special districts. It provides a standardized approach to security and risk assessment and continuous monitoring for cloud technologies for use by government agencies. StateRAMP empowers agencies to use modern cloud products and services to fulfill their organizational objectives by providing independent verification and continuous monitoring against established cybersecurity standards.

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Emerging Technology

Aalyria and Second Front Partner to Expedite Availability of Spacetime for Government Use

Business Wire | October 17, 2023

Aalyria, a dynamic startup commercializing advanced networking and communications technologies acquired from Google, has formed a strategic alliance with Second Front Systems. This collaboration paves the way for accelerated deployment of Aalyria’s Spacetime network orchestration platform within government sectors. The integration with Second Front's trusted Game Warden platform makes Spacetime accessible at Department of Defense Impact Levels 4 and 5 (IL4 and IL5). Embracing this modern risk management approach means the ability to focus on maintaining security and risk management frameworks without significantly impacting development teams or timelines – a leap from traditional authorization processes. Aalyria is also on track to extend Spacetime's reach to IL6 and Top Secret environments in the near future. Spacetime is an advanced software platform designed for orchestrating and managing complex networks of satellites, ground stations, aircraft, ships, urban meshes, and more. The software is being adopted across the public and private sector, including in partnership with the Defense Innovation Unit, Intelsat, Rivada Space Networks, Anduril, Leidos, the U.S. Navy, and others. “Working with Second Front enables us to quickly deploy to more secure environments and serve our growing customer base,” said Chris Taylor, CEO of Aalyria. “The demand for our Spacetime solution by an array of mission owners across the defense and intelligence spectrum made partnering with Second Front an easy choice – the team’s proficiency in this space and the speed at which they work is a great match for Aalyria.” “Aalyria is an absolute trailblazer in network orchestration and Second Front is thrilled to be collaborating,” said Tyler Sweatt, CEO at Second Front. “We share a passion for ensuring the most innovative solutions are made available to defense and national security end users, so this was a natural fit. Second Front is honored to play a role in enabling Aalyria to rapidly deploy their amazing solutions to the world’s most mission critical customer base.” The initial collaboration will bring Aalryia’s technologies to ILs 4 and 5 and is part of a broader plan to bring their solutions to a diverse combination of advanced networks in the near future. Aalyria and Second Front will focus on Aalryia’s TRL 9 Spacetime offering – a product validated with greater than 2 million hours of lights-out orchestration of aerospace nodes. It is designed to operate networks that include global scale dynamic physical link topologies and highly-directional steerable beams across land, sea, air, and space. About Second Front Systems Second Front Systems (2F) fast-tracks government access to disruptive, commercially-proven software as a service (SaaS) applications for national security missions. Leading software providers—ranging from publicly traded defense contractors to startups—and government agencies trust 2F’s Game Warden DevSecOps platform and secure cloud hosting environment to accelerate their delivery and harness the cloud revolution at scale. Founded by former U.S. Marines, this public benefit, venture-backed software company is driven by firsthand experience of the dangers outdated technology poses in combat. About Aalyria Aalyria is a global advanced networking and laser communications technologies company. It is revolutionizing connectivity on Earth and in Space. Its Tightbeam product – the world’s first atmospheric corrected coherent free space optics solution – and Spacetime – the only all-orbit, all-domain, software defined network orchestration platform – are helping commercial and government customers reimagine business and mission models to make their assets more effective, efficient, and profitable.

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