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Q&A with Randy Frisch, CMO at Uberflip

3 months ago

Toronto, Ontario, Canada C-Support Full time $50,000

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.


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. 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

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?

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.

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.

M7:
How does user-generated content help in scaling ABM campaigns at Uberflip?

There are many ways we can relate to a target account by showing them what their peers are saying.

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"

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.

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." 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). 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
"

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.

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. Our buyers want personalized content and they want it when they're ready to buy. 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.

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.

Mark Ogne, CMO at MRP, sheds light on the transformation in B2B space, personalization in ABM and provides a vision for a substantial ABM strategy.

Read on to know more about his thoughts on the impact of automation on the B2B landscape and the challenges he sees on the horizon for the industry.


Highlights include:

four Fastest Implementation awards, three Easiest To Do Business With awards, four Momentum Leader awards, nine Leader and 30 High Performer awards."Winning 50 G2 awards across our product portfolio underscores DemandScience's ability to partner with our customers at any point in their demand generation campaign lifecycle to help them exceed their goals and realize a quantifiable ROI – which is vitally important during these times when marketers are expected to do more with less," said Peter Cannone, Chair and CEO of DemandScience.

"DemandScience's Winter 2024 G2 awards are both global and regional, including wins in the Americas, EMEA, and APAC.They are very flexible, quick to respond and are thorough from beginning to end.

DemandScience is the best way to get highly qualified MQA (Marketing Qualified Accounts) using content syndication campaigns...""Klarity has been an invaluable and versatile tool for our Growth Marketing team.

We have been able to use it in a variety of ways including database building, pulling in specific segments to run campaigns to, and identifying target audiences for us to run in both content syndication and display with DemandScience.

"DemandScience's Content Syndication, ABM Display and B2B Intent Data products won 25 awards:

AwardReportEasiest To Do Business WithRelationship Index for Enterprise Account-Based Web and Content ExperiencesEasiest To Do Business WithRelationship Index for Enterprise Account-Based AdvertisingEasiest To Do Business WithRelationship Index for Mid-Market Buyer Intent Data ProvidersFastest ImplementationImplementation Index for Mid-Market Account-Based AdvertisingMomentum LeaderMomentum Grid Report for Account-Based Web and Content ExperiencesMomentum LeaderMomentum Grid Report for Account-Based AdvertisingMomentum LeaderMomentum Grid Report for Buyer Intent Data ProvidersMomentum LeaderMomentum Grid Report for Lead CaptureLeaderGrid Report for Lead CaptureLeaderEnterprise Grid Report for Lead CaptureLeaderSmall-Business Grid Report for Lead CaptureLeaderAmericas Regional Grid Report for Lead CaptureLeaderEMEA Regional Grid Report for Lead CaptureLeaderEurope Regional Grid Report for Lead CaptureLeaderUnited Kingdom Regional Grid Report for Lead CaptureLeaderEnterprise Americas Regional Grid Report for Lead CaptureLeaderSmall-Business Americas Regional Grid Report for Lead CaptureHigh PerformerGrid Report for Account-Based AdvertisingHigh PerformerGrid Report for Buyer Intent Data ProvidersHigh PerformerEnterprise Grid Report for Buyer Intent Data ProvidersHigh PerformerMid-Market Grid Report for Buyer Intent Data ProvidersHigh PerformerAmericas Regional Grid Report for Buyer Intent Data ProvidersHigh PerformerAmericas Regional Grid Report for Marketing Account IntelligenceHigh PerformerEurope Regional Grid Report for Account-Based AdvertisingHigh PerformerMid-Market Americas Regional Grid Report for Buyer Intent Data ProvidersKlarity by DemandScience, the company's B2B marketing and sales Account Intelligence tool for building, sharing, and prioritizing contact lists has won 25 awards:AwardReportFastest ImplementationImplementation Index for Small-Business Lead IntelligenceFastest ImplementationImplementation Index for Marketing Account IntelligenceFastest ImplementationImplementation Index for Sales IntelligenceHigh PerformerSmall-Business Grid Report for Marketing Account IntelligenceHigh PerformerSmall-Business Grid Report for Sales IntelligenceHigh PerformerAmericas Regional Grid Report for Lead IntelligenceHigh PerformerAmericas Regional Grid Report for Sales IntelligenceHigh PerformerEMEA Regional Grid Report for Lead IntelligenceHigh PerformerEMEA Regional Grid Report for Sales IntelligenceHigh PerformerEurope Regional Grid Report for Lead IntelligenceHigh PerformerEurope Regional Grid Report for Sales IntelligenceHigh PerformerUnited Kingdom Regional Grid Report for Lead IntelligenceHigh PerformerUnited Kingdom Regional Grid Report for Sales IntelligenceHigh PerformerAsia Regional Grid Report for Marketing Account IntelligenceHigh PerformerIndia Regional Grid Report for Marketing Account IntelligenceHigh PerformerAsia Pacific Regional Grid Report for Marketing Account IntelligenceHigh PerformerMid-Market EMEA Regional Grid Report for Sales IntelligenceHigh PerformerMid-Market Americas Regional Grid Report for Sales IntelligenceHigh PerformerSmall-Business Americas Regional Grid Report for Lead IntelligenceHigh PerformerSmall-Business Americas Regional Grid Report for Sales IntelligenceHigh PerformerSmall-Business EMEA Regional Grid Report for Lead IntelligenceHigh PerformerSmall-Business EMEA Regional Grid Report for Sales IntelligenceHigh PerformerSmall-Business Europe Regional Grid Report for Lead IntelligenceHigh PerformerSmall-Business Europe Regional Grid Report for Sales IntelligenceHigh PerformerSmall-Business United Kingdom Regional Grid Report for Sales Intelligence"Rankings on G2 reports are based on data provided to us by real software buyers," explained Sara Rossio, Chief Product Officer at G2.

"Potential buyers know they can trust these insights when researching and selecting software because they're rooted in vetted, verified, and authentic reviews." G2 is one of the world's largest and most trusted software marketplaces.

The DemandScience intelligence platform empowers B2B organizations to swiftly identify the right accounts and target in-market buyers with precision.

By combining groundbreaking technologies, machine learning and data science innovation, the company ensures timely delivery of accurate data, intelligence, and insights, adding value to the end-to-end journey from initial engagement to conversion.

Founded in 2012, DemandScience provides 1,500 global customers with superior marketing solutions, B2B data, and leads.

With a team of 600+ employees across operations in seven countries, DemandScience is certified as a Great Place To Work, named #5 on Fortune Magazine's 2022 list of the Best Workplaces in Advertising & Marketing, and one of only 143 companies in history to be named to the Inc.

com and connect on LinkedIn, X, Facebook, and Instagram.
About G2G2 is the world's largest and most trusted software marketplace.

More than 60 million people annually — including employees at all of the FORTUNE 500 — use G2 to make smarter software decisions based on authentic peer reviews.

Thousands of software and services companies of all sizes partner with G2 to build their reputation, manage their software spend, and grow their business – including Salesforce, HubSpot, Zoom, and Adobe.

To learn more about where you go for software, visit
Banzai International, Inc.

(BNZI) ("Banzai" or the "Company"), a leading marketing technology company that provides essential marketing and sales solutions, today announced that it has signed a non-binding letter of intent (the "LOI") to acquire IGLeads, a cutting-edge automated lead generation platform.

Unlike competitive products that rely on firmographic data, IGLeads uses search criteria leading to 100% verified, targeted lead generation.

With the proposed strategic acquisition of IGLeads, Banzai would be poised to significantly enhance its audience acquisition services, executing its strategic commitment to acquiring best-in-class, data-focused products that serve marketers everywhere.

IGLeads stands out as a top-rated lead generation solution that uses search criteria, rather than firmographic filters, to extract valuable contact data from the most extensive public databases and leading social media platforms, all in one interface.

IGLeads has built a unique way to deliver verified target audiences based on interest, intent, and social engagement versus traditional firmographics.

We're excited to take it forward to the next stage of growth."Banzai intends to integrate IGLeads' all-in-one lead generation platform to better serve existing customers with cross-sell opportunities.

We are excited to pursue an opportunity to join Banzai and support the progression of their award-winning innovation initiatives that are working to democratize data in the MarTech space."About BanzaiBanzai is a marketing technology company that provides essential marketing and sales solutions for businesses of all sizes.

On a mission to help their customers achieve their mission, Banzai enables companies of all sizes to target, engage, and measure both new and existing customers more effectively.

Banzai customers include Square, Hewlett Packard Enterprise, Thermo Fisher Scientific, Thinkific, Doodle and ActiveCampaign, among thousands of others.

io, established in 2021, provides innovative solutions in social media and B2B scraping across multiple platforms, offering an efficient lead generation service without the need for logins or proxies.

We pride ourselves on staying ahead of industry trends and adapting to meet our clients' diverse needs in the Technology SaaS sector.

As a leader in this field, we offer tailored support for businesses of all sizes, aiming to drive success and growth through effective lead generation.

Highlighted among Collibra's successful projects is 'The Data Download' podcast, which is focused on the data community, AI/ML, and data governance education.

The MarCom Awards, sponsored by the AMCP, celebrate creative excellence in marketing and communications, emphasizing the importance of creativity and branding in a competitive market.

Collibra, a renowned data intelligence company, has recently announced its remarkable success at the MarCom Awards, where it garnered numerous prestigious accolades for marketing and communications.

The company's outstanding achievements were acknowledged with two Platinum Awards, three Gold Awards, and one Honorable Mention, spanning categories such as creative design, publications, and podcast production.

One of the highlighted endeavors among these accolades was 'The Data Download,' a podcast dedicated to the data community, AI/ML, and data governance education.

The MarCom Awards are a prestigious platform that celebrates the exceptional achievements of creative professionals involved in the conception, direction, design, and production of marketing and communications materials and programs.


Platinum AwardsCollibra Impact ReportCategory:

Creativity - Design | Annual Report / CSRCollibra Impact ReportCategory: Publications | Annual Report | CSRGold AwardsThe Data Download Podcast by CollibraCategory: Web Based | Web Element | PodcastCollibra Partner Program Brand GuideCategory: Creativity - Design | Identity SuiteCollibra Partner Program Brand GuideCategory: Creativity - Design | Program GuideHonorable MentionThe Data Download Podcast by CollibraCategory: Creativity - Design | Identity SuiteMarCom stands as one of the most renowned and longstanding creative competitions globally.

These awards are sponsored and evaluated by the Association of Marketing and Communication Professionals (AMCP), a leading organization with a 28-year history comprising thousands of creative professionals.

Denise Vu Broady, the Chief Marketing Officer for Collibra, remarked that in today's highly competitive market landscape, strong creativity, branding, design, and content have become more important than ever for brand differentiation.

Uberflip is a content experience platform that empowers marketing and sales to create engaging, relevant content destinations quickly for every campaign, audience, and stage of the customer journey.

Marketers use our platform to scale how they incorporate content into every touchpoint and remove fri...
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