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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Cherre & Dealpath Announce Strategic Partnership

CHERRE and DEALPATH | September 28, 2022

Cherre, the leading data integration and insights platform, today announced a brand new data partnership with Dealpath, the industry’s most trusted, purpose-built real estate platform, empowering hundreds of today’s leading institutions such as Blackstone, AEW, Oxford Properties, Nuveen, Principal Real Estate, and Bridge Investment Group to invest digitally in the built world. This news comes on the heels of Dealpath’s momentous $43M Series C round led by Morgan Stanley Expansion Capital with participation from key existing investors including Blackstone, 8VC, JLL, Nasdaq Ventures, and GreenSoil PropTech Ventures. "Understanding granular details associated with investment pipeline and portfolio analytics is critical for institutional investors to deliver optimal, risk-adjusted returns, Integrating Dealpath’s unmatched investment pipeline as well as portfolio management data into Cherre enables mutual customers to maximize the information edge and glean critical data driven insights." -L.D. Salmanson, CEO & Co-Founder, Cherre Through this collaboration, top CRE investment management firms leveraging Dealpath will be able to pull their pipeline and deals data into Cherre’s market-leading platform. This will enable deeper visibility and insights that drive core investment strategies, underwriting and performance. As the integration continues to evolve, shared customers will be able to access property, market, and other important contextual data about assets in the acquisition pipeline. Cherre's award-winning platform seamlessly connects disparate real estate data, enabling its customers to automate workflows, in addition to building out predictive analytics. With Cherre, customers can evaluate opportunities and trends faster as well as more accurately, while saving millions of dollars within the manual data collection and analytics costs. Dealpath couldn’t be more excited to partner with Cherre to enable the industry to best leverage data that powers more informed and accurate investment and underwriting decisions, Our team designed Dealpath as an open platform that easily interacts and integrates with other key market-leading digital tools in today’s modern real estate tech stack. Cherre was a given. Our customers will be able to connect real-time deal pipeline and portfolio data with critical public, private & data to gain deeper insight,said Mike Sroka, CEO and Co-Founder, Dealpath. From pipeline through portfolio management, Dealpath serves as the investment command center, the single source of truth that provides vetted, real-time deal information, together with associated files and tasks, fueling data-driven analysis as well as decisions to achieve optimal, risk-adjusted returns. To date, Dealpath has supported more than $10T in transactions globally. Safeguarded with an institutional-level security in compliance with SOC 2 Type 2 Dealpath enables investment managers to operate at scale with speed and precision by providing easy access to data and effective internal and external collaboration across teams, partners, and vendors. With off-the-shelf efficiency and ease-of-use it enables cross-functional teams to engage seamlessly with centralized data that updates in real-time from anywhere, flexible in configurability to meet your preferences. It is great to see two leading CRE vendors come together to deliver cohesive digital platforms to the commercial real estate industry. We need more partnerships like this between top solution providers to continue to advance the conversation and innovation in our industry, a global consulting firm to the alternative investments industry that has worked closely with both Dealpath and Cherre on data integrations,said Naseem Wenzel, Executive Director and Head of Real Assets North America at Lionpoint Group LLC ABOUT CHERRE: Cherre provides investors, insurers, real estate advisors, and other large enterprises with a platform to collect, resolve, and augment real estate data from hundreds of thousands of public, private, and internal sources. By providing a unique "single source of truth," Cherre empowers customers to evaluate opportunities and trends faster and more accurately, while saving millions of dollars in manual data collection and analytics costs. Cherre launched in 2016 and is located in New York City. ABOUT DEALPATH: Dealpath is real estate’s most trusted cloud-based investment management platform, providing real-time access to vetted, secure and up-to-date investment data to empower collaboration, strategic and predictive decisions. Investment as well as development firms leverage Dealpath as their command center for smart pipeline tracking, powerful deal analytics and collaborative workflows, driving maximum performance from pipeline through portfolio management. Founded in 2014, Dealpath’s supported over $10 trillion in transactions with leading institutions across the globe.

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