Home > Companies > C-Suite On Deck > Q&A with Randy Frisch, CMO at Uberflip

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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Coursera, Inc. today announced the expansion of Clips, which now provides employees access to nearly 200,000 short videos and lessons designed to help them begin learning high-demand skills in under 10 minutes. “Lack of career development is a key reason many employees leave an organization. Yet employees have less time to devote to learning than ever before, A growing number of employees are now looking to gain job-specific skills much faster through shorter, more targeted content. With this shift towards microlearning, Clips enables employees to learn specific skills with 5-10 min videos. It also provides clear pathways into courses for deeper skill development, while driving continuous learning to ensure employees have the right skills to accelerate company growth and innovation.” Leah Belsky, Chief Enterprise Officer at Coursera. “ The initial Clips on Coursera offering featured bite-sized videos focused on business, tech, data, leadership, and human skills. The expanded Clips offering now provides a more comprehensive library of content, including a higher volume of videos for skills that are becoming increasingly more important like leadership and management. Currently, 83 percent of businesses feel it is important to develop leaders at all levels. Yet less than 5 percent have actually implemented leadership training across every level within their organization. To help address this growing need, Coursera has increased the number of leadership and management-related Clips by 10x. As learners quickly gain skills through Clips, many then seek opportunities for deeper development. Thirty-six percent of learners that have viewed Clips to address their in-the-moment learning needs have gone on to enroll in at least one course1. The most viewed Clips to date include a range of data, cloud, and productivity-focused content such as: Welcome to Python, by University of Michigan [1 min] Fundamentals of Data Science, by IBM [2 min] The Business Case for Visionary Leadership, by University of Michigan [7 min] Why is Storytelling Important?, by Macquarie University [9 min] Key Cloud Service Providers and their Services, by IBM [6 min] What is SQL Anyway?, by University of California, Davis [7 min] Customize Google Calendar, by Google [4 min] Taking Charge of Excel, by Macquarie University [6 min] Global industry leaders and government organizations like Google, New York State Department of Labor, Alstom, and Bosch have adopted Clips to help accelerate skills development within their workforce. Google in particular has made Clips available to all employees worldwide, helping many learners obtain skills that will help them elevate their job performance and begin unlocking new advancement opportunities. With Clips, Coursera now offers fully scalable learning paths featuring everything from short videos and lessons to professional certificates, and degree programs. For my role, developing skills in programming, camera hardware, and design is crucial. Finding relevant courses to acquire these new skills, and gaining practical, hands-on experience has been a challenge,” said Doris Chen, hardware design engineer at Google. The Clips videos provide relevant content focused on everything from camera and imaging to optical system design. As I continue my training, I’m looking forward to enrolling in more advanced classes and potentially earning an additional degree online to help further my career.I have always been fascinated by the concept of skills development programs and self-paced learning, and the ways it can assist to level up your career,said Rajat Batra, software engineer at Google. “Clips takes this concept to the next level by adding short and focused job related videos. These videos act as a good starting point to develop a higher level of understanding for several concepts.Coursera for Business now enables over 3,500 companies across the globe to deploy world-class skills development content from top businesses and universities. The company’s skills platform gives organizations the ability to assess, measure, and benchmark skills in their workforce. Recent platform innovations including LevelSets are helping employees to quickly determine their proficiency in key skills and identify areas to focus on moving forward. In addition, SkillSets help employees develop specific skills for specific roles. These Skill Sets provide the foundation for Coursera’s Leadership and Data & Analytics Academies, which offer a packaged learning experience based on the depth of skill needed for specific roles across an organization. About Coursera Coursera (NYSE: COUR) was launched in 2012 by two Stanford Computer Science professors, Andrew Ng and Daphne Koller, with a mission to provide universal access to world-class learning. It is now one of the largest online learning platforms in the world, with 107 million registered learners as of June 30, 2022. Coursera partners with over 275 leading university and industry partners to offer a broad catalog of content and credentials, including Guided Projects, courses, Specializations, certificates, and bachelor’s and master’s degrees. Institutions around the world use Coursera to upskill and reskill their employees, citizens, and students in many high-demand fields, including data science, technology, and business.

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EDUCATION TECHNOLOGY, ONLINE EDUCATION

Ellucian and DVE Partnership Helps Higher Education Institutions Deliver on Digital Transformation in Australia

Ellucian | September 28, 2022

Ellucian, the leading higher education technology solutions provider, today announced a new partnership with higher education specialist consultancy, DVE Solutions, to resell Ellucian Quercus, a cloud-based Student Information System (SIS). The strategic partnership combines leading-edge technology with outstanding implementation expertise, enabling Australian higher education institutions to deliver on their digital transformations and drive tangible growth in a rapidly transforming sector.The newly signed deal positions DVE as the go-to-market partner for Quercus in the Asia-Pacific region, taking full advantage of DVE's reputation for delivering exceptional outcomes for educational institutions. With this agreement, Ellucian expands its already impressive partner ecosystem – the largest of its kind – which provides customers with access to digital expertise, solution providers and specialised systems. "In Australia, 198,000 (13%) of students drop out before completing their chosen course each year. Given this, student retention and engagement are top priorities for higher education, and our Quercus platform is designed to support student success along the entire spectrum of the student journey,With DVE helping us drive adoption of Quercus, we're aiming to expand digital opportunities for higher education institutions that will directly impact student outcomes." Keith Hawkes, Vice President, Australia for Ellucian DVE Solutions CEO, Jo Schneider, added, "We continually hear the challenges around collecting and using student information, providing seamless process for students and staff, and meeting government statutory reporting requirements. The partnership with Ellucian will allow us to deliver end-to-end solutions that ensure efficiency and compliance.Designed especially for higher education, Quercus enables institutions to efficiently manage records, streamline staff efforts and deliver a convenient, connected student experience. The cloud-based student information system features a modern architecture, enabling institutions to adapt seamlessly as functional and technical needs change, offering easy integrations with non-Ellucian solutions as well. About Ellucian Ellucian is the market leader charting the digital future of higher education with a portfolio of cloud-ready technology solutions and services. From student recruitment to workforce analytics; from fundraising opportunities to alumni engagement; Ellucian's comprehensive suite of data-rich tools gives colleges and universities the information they need to lead with confidence. Working with a community of more than 2,700 customers in over 50 countries, Ellucian keeps innovating as higher education keeps evolving. Drawing on its comprehensive higher education business acumen and suite of services, Ellucian guides its customers through manageable, sustainable digital transformation—so that every type of institution and student can thrive in today's fast-changing landscape. To find out what's next in higher education solutions and services, visit Ellucian at www.ellucian.com. About DVE Solutions DVE Solutions drives powerful change in educational institutions with a holistic approach that considers People, Process, Structure and Technology. DVE's team of specialists in system implementation, technology and change ensure that every project is undertaken with the right people doing the right work.

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