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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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Liquidware Announces First SaaS Real-time Remediation Solution at VMware Explore

PR Newswire | August 25, 2023

Liquidware,the leader in digital workspace management, today announced their first SaaS solution, Liquidware CommandCTRL™, is now generally available at this week's VMware Explore event. CommandCTRL is the only SaaS real-time remediation solution that includes a DVR-like function that provides expeditious point-in-time problem solving. The many other features provide business benefits such as reduced time to resolution of incidents that increases productivity and improves user experience. CommandCTRL is a cost effective solution as there is no infrastructure required with minimal training to get up to speed. With the majority of troubleshooting being done in the background while the user is uninterrupted provides improved user sentiment. CommandCTRL has four key differentiators to other solutions on the market today: DVR-like playback functionality- Playback-mode captures 30-days history so admins can see exactly what occurred in the environment at specific dates and times AI integration - with ChatGPT for process identification Protocol mirroring - displays the protocol to the physical machine endpoint Switch - seamlessly switch and navigate between two distinct environments: the local desktop and the cloud-based desktop. "CommandCTRL fills a gap in the market for assisting organizations in expediting incident resolution, the solution is purpose-built to support interactive remediation of remote workspaces," commentedJason Mattox, CTO Liquidware. "While CommandCTRL is a standalone product, we envisage many customers buying it to accompany their Stratusphere™ UX investment." In a recent Gartner® research report* it states, "To address the demands of digital business, IT service desks must reduce the number of simple and repeatable incidents and service requests they process manually." Gartner recommends Infrastructure and Operations leaders focused on IT operations transformation should, "Eliminate the cause of low-value, avoidable issues and requests to focus business productivity teams on high-priority work." CommandCTRL adds another dimension of enterprise management to Liquidware's industry-leading solutions that include ProfileUnity™ user environment management, FlexApp™ application layering and Stratusphere™ UX digital experience monitoring. Other key features include: Real-time metrics data updates every three seconds Real-time remediation actions speed problem identification and resolution Threshold violations are highlighted in real-time mode and inDVR, these highlights alert the admin to end users' problems in seconds Admins have two separate ways to shadow users: Quick Assist and Remote Assist Multi-tenant membership allows partners to be a member of customers' sites to assist with remediation Powershell and Cmd options for creating scripts to automate needed functions Full scripting store organizes custom and external scripts for easy access and implementation. About Liquidware Liquidware is a leader in digital workspace management solutions for Windows desktops. The company's products encompass all facets of management to ensure the ultimate user experience across all workspaces – physical, virtual, DaaS or in the cloud. Enterprises across the globe utilize Liquidware solutions to dramatically decrease time spent managing desktops, while delivering increased security, flexibility, and scalability. Supported platforms include Microsoft physical, Azure Virtual Desktop (AVD), Windows 365, Citrix Desktops, VMware Horizon, Amazon WorkSpaces, and Dizzion Frame. Liquidware products are available through a global network of partners.

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Virtual Desktop Tools, Virtual Desktop Strategies, Server Virtualization

Netskope Delivers the Next Evolution in Digital Experience Management for SASE with Proactive DEM

PR Newswire | September 01, 2023

Netskope, a leader in Secure Access Service Edge (SASE), today announced the launch of Proactive Digital Experience Management (DEM) for SASE, elevating best practice from the current reactive monitoring tools to proactive user experience management. Proactive DEM provides experience management capabilities across the entire SASE architecture, including Netskope Intelligent SSE, Netskope Borderless SD-WAN and Netskope NewEdge global infrastructure. Digital Experience Management technology has become increasingly crucial amid digital business transformation, with organizations seeking to enhance customer experiences and improve employee engagement. With hybrid work and cloud infrastructure now the norm globally, organizations have struggled to ensure consistent and optimized experiences alongside stringent security requirements. Gartner predicts that "by 2026, at least 60% of I&O leaders will use DEM to measure application, services and endpoint performance from the user's viewpoint, up from less than 20% in 2021." However, monitoring applications, services, and networks is only part of a modern DEM experience, and so Netskope Proactive DEM goes beyond observation, providing Machine Learning (ML)-driven functionality to anticipate, and automatically remediate, problems. Sanjay Beri, CEO and co-founder of Netskope commented, "Ensuring a constantly optimized experience is essential for organizations looking to support the best productivity returns for hybrid workers and modern cloud infrastructure, but monitoring alone is not enough. Customers have told us of the challenges they face managing a multi-vendor cloud ecosystem and so we have yet again innovated beyond industry standards, providing experience management that can both monitor and proactively remediate." For issue identification, Netskope Proactive DEM uniquely combines Synthetic Monitoring with Real User monitoring, creating SMART monitoring (Synthetic Monitoring Augmentation for Real Traffic). This enables full end-to-end 'hop-by-hop' visibility of data, and the proactive identification of experience-impacting events. SMART monitoring enables organizations to anticipate potential events that might impact upon network and application experience. While most SASE vendors rely on "gray cloud" infrastructure - built on public cloud - which limits their ability to granularly identify and control any issues, Proactive DEM leverages Netskope NewEdge - the industry's largest private cloud infrastructure - to deliver 360 visibility and control of end-to-end user experience while providing mitigation of issues, including using various self-healing mechanisms, before the user recognizes their experience has degraded. About Netskope Netskope, a global SASE leader, helps organizations apply zero trust principles and AI/ML innovations to protect data and defend against cyber threats. Fast and easy to use, the Netskope platform provides optimized access and real-time security for people, devices, and data anywhere they go. Netskope helps customers reduce risk, accelerate performance, and get unrivaled visibility into any cloud, web, and private application activity. Thousands of customers trust Netskope and its powerful NewEdge network to address evolving threats, new risks, technology shifts, organizational and network changes, and new regulatory requirements.

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