. home.aspx
EVENTS
ContentTECH Summit
CONTENTTECH SUMMIT
April 20-22, 2020
Our ContentTECH mission is clear: We want to show how the effective use of technology and better processes can help your strategic efforts to create, manage, deliver and scale your enterprise content and provide your customers with better digital experiences. Come to the ContentTECH Summit to learn ...

International Academic Conference on Education, Teaching, and Learning (WEI-ETL-Barcelona 2020)
INTERNATIONAL ACADEMIC CONFERENCE ON EDUCATION, TEACHING, AND LEARNING (WEI-ETL-BARCELONA 2020)
February 11-13, 2020
The West East Institute is a global scientific and academic learned society founded in 2012 for the purpose of disseminating the latest academic research on various business, economics, and social sciences-related topics. The scope of our mission has expanded to include many areas of academic knowle...

Winter Global Education, Teaching & Learning Conference 2020
WINTER GLOBAL EDUCATION, TEACHING & LEARNING CONFERENCE 2020
January 27-31, 2020
This conference is intended for academics and professionals to meet and exchange ideas, experiences and research results in various areas of education, teaching and learning.  We welcome a diverse set of contributions: from those which are in an idea stage to those that are fully developed manu...

C-SUITE ON DECK

home.aspx
   

Q&A With Randy Frisch, CMO At Uberflip

September 26, 2019 / MEDIA 7
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.

M 7: 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."

M 7: 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."

M 7: 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.

M 7: 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."

M 7: 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.

M 7: 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.

SPOTLIGHT

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...

RELATED NEWS


Today 6sense, a leading Account Based Orchestration Platform, powered by AI, announced its External Media Campaigns feature. This capability extends 6sense's ability to track digital media campaigns launched on non-6sense platforms for use in account segmentation within the 6sense platform, and to provide more advanced account-based analytics on such campaigns. With B2B digital ad spend projected to hit $6.08 billion this year, digital marketers continue to search for ways to optimize campai...
SOURCE
READ MORE

The inspectorate had been calling for more powers to monitor activity in independent school sector.Ofsted has been commissioned to carry out additional monitoring of independent school inspectorates by the education secretary. This comes after the inspectorate pushed for such a move, stating its ability for assess the work of inspectorates for independent schools was currently “seriously hampered”.In a letter to Ofsted chief inspector Amanda Spielman, education secretary Damian Hinds...
TES
READ MORE

The number of international students seeking a Canadian education continues to grow sharply, with IRCC revealing a 22% increase in students who entered Canada last year....
THEPIENEWS
READ MORE

Female graduates earn little more than many men of the same age without degrees, according to official data that shows even superior qualifications are not enough to catapult women across the pay gap.The graduate pay figures, collected from tax data by the Department for Education and analysed by the Institute for Fiscal Studies, cast a new light on who gains most from attending university in England, at a time of debate about higher education’s value for money.The new study is the first t...
THE GUARDIAN
READ MORE

More than 160 students from 17 school districts and nonpublic schools participated in a regional STEM Design Challenge competition hosted by ARIN Intermediate Unit 28 on March 19 at Elderton High School.Students worked in teams and used K’NEX building pieces to complete a predetermined construction challenge. K’NEX are interlocking plastic rods and connectors used to build models, machines and architectural structures. Teams competed either in the fourth- and fifth-grade division or ...

READ MORE

Earlier this month, hackers breached the PowerSchool student information system at Orchard Views Schools in Michigan, changing grades and attendance records for some of the district's high school students, EdScoop reports. After administrators became aware of the breach on March 8, Superintendent Jim Nielsen shared the information in a letter to parents, as well as on Facebook and the district’s website on March 13.Parents of the students affected were notified, but the investigation i...

READ MORE

SPOTLIGHT

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...

RESOURCES

EVENTS

ContentTECH Summit
CONTENTTECH SUMMIT
April 20-22, 2020
Our ContentTECH mission is clear: We want to show how the effective use of technology and better processes can help your strategic efforts to create, manage, deliver and scale your enterprise content and provide your customers with better digital experiences. Come to the ContentTECH Summit to learn ...

International Academic Conference on Education, Teaching, and Learning (WEI-ETL-Barcelona 2020)
INTERNATIONAL ACADEMIC CONFERENCE ON EDUCATION, TEACHING, AND LEARNING (WEI-ETL-BARCELONA 2020)
February 11-13, 2020
The West East Institute is a global scientific and academic learned society founded in 2012 for the purpose of disseminating the latest academic research on various business, economics, and social sciences-related topics. The scope of our mission has expanded to include many areas of academic knowle...

Winter Global Education, Teaching & Learning Conference 2020
WINTER GLOBAL EDUCATION, TEACHING & LEARNING CONFERENCE 2020
January 27-31, 2020
This conference is intended for academics and professionals to meet and exchange ideas, experiences and research results in various areas of education, teaching and learning.  We welcome a diverse set of contributions: from those which are in an idea stage to those that are fully developed manu...