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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N2K Networks, a leader in strategic cyber workforce intelligence, is proud to announce its partnership with Women in CyberSecurity (WiCyS), a nonprofit organization dedicated to the recruitment, retention, and advancement of women in cybersecurity. This collaboration will result in a comprehensive Cyber Talent Study that leverages skills data from the professional members of WiCyS, with an aim to deepen the collective understanding of cybersecurity competencies within the industry. A Commitment to Empowerment and Insight The study is designed to diagnose and analyze cybersecurity skills across the WiCyS professional member community, leveraging the advanced N2K NICE Workforce Diagnostic assessment. Under this initiative, N2K will provide WiCyS professional members complimentary access to the NICE Diagnostic, allowing them to assess their knowledge-area strengths and weaknesses aligned to the NICE Cybersecurity Workforce Framework. In addition to providing participants with personal insight into skills gaps and opportunities for professional development, the study will help identify commonalities in skills, potential gaps in knowledge and abilities, and other corollary findings that will provide strategic value to the entire cybersecurity industry. By delving into the talent landscape, the initiative seeks to illustrate and compare data in novel ways to establish an understanding of the alignment between member skill sets and the roles they actively occupy, as well as industry expectations of similar roles. "This partnership between N2K and WiCyS is the demonstration of our shared commitment to empower cybersecurity professionals through enhanced knowledge and understanding," said Simone Petrella, President of N2K Networks. "WiCyS brings a wealth of expertise and community building to the field, and by embracing the data-driven approaches we use at N2K, we can unlock hidden potentials, identify skill gaps, and illuminate the unique skills and talent that women bring to the forefront of cybersecurity." "What I value about this project is that we are providing a tool to deliver insight to our members on their career path and professional development," states Lynn Dohm, Executive Director of WiCyS. "By utilizing N2K's assessment, our members will be able to make informed choices about next steps in their employment path and which areas they need to focus on for growth advancement in their careers. Through data-driven programs like this, we can continue to contribute our efforts to overcome the critical cybersecurity workforce shortage." A Future Envisioned The partnership between N2K Networks and WiCyS marks a significant step forward in deepening our understanding of the capabilities of the cybersecurity workforce. By joining forces, both organizations affirm their dedication to creating a more informed, skilled, and resilient cyber landscape.

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Education Technology, Online Education

Stiegler EdTech Announces Grant from Live Oak Bank to Expand its Newly Launched Varsity Esports & STEM League to Eastern NC

PR Newswire | January 10, 2024

Stiegler EdTech announced today that its latest Charlotte-based technology workforce program Varsity Esports & STEM League (VESL) is expanding to Eastern NC thanks to the leadership and continued support of Live Oak Bank and its philanthropic commitment to education and workforce development. "We are thrilled to support the continued expansion of VESL across North Carolina," said Kate Groat, Live Oak Bank's Director of Corporate Philanthropy. "This program provides students with workforce-ready skills while keeping them engaged in learning. We are proud to empower youth in our community to further their education and career potential." VESL aims to teach valuable coding and technology skills to meet the talent needs of the tech industry in North Carolina. All North Carolina high school students are eligible to participate in VESL where they will be given the opportunity to learn critical STEM skills while participating in Esports & STEM competitions through their schools. Thanks to the grant funding from Live Oak, more students in Eastern NC will be able to gain access to scholarships, earn needs-based aid, and support additional financial incentives and opportunities to pursue higher education and technology careers. "This partnership offers our community a competitive advantage both in terms of the impact VESL will make directly with New Hanover County students as well as the long-term confidence it will provide employers who invest in North Carolina that there will indeed be great technology talent to hire locally moving forward," adds Luke Waddell, Wilmington City Council Member. "Live Oak Bank's commitment to the region through programs like VESL is an exciting investment in the next generation of tech talent in Eastern NC." The funding supports events such as regional tournaments, including one planned in Wilmington this winter, following the success of a state-wide championship tournament held in Charlotte last year, which brought together thousands of students and fans. "Americans are underskilled and employers have to be a part of the solution," says Tariq Bokhari, Charlotte City Council Member and Chairman of Stiegler EdTech. "Vital funding like Live Oak's grant gives us the ability to empower young minds to learn highly sought after skills and think innovatively about real-world problems that directly impact our future. This means better students, better outcomes, and more opportunities for our next generation."

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