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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Cato Networks, the leader in SASE, announced the expansion of the Cato SASE Cloud platform into threat detection and incident response with Cato XDR, the world's first SASE-based, extended detection and response (XDR) solution. Available immediately, Cato XDR utilizes the functional and operational capabilities of the Cato SASE Cloud to overcome the protracted deployment times, limited data quality, and inadequate investigation and response experience too often associated with legacy XDR solutions. Cato also introduced Cato EPP, the first SASE-managed endpoint protection platform (EPP/EDR). Together, Cato XDR and Cato EPP mark the first expansion beyond the original SASE scope pioneered by Cato in 2016 and defined by industry analysts in 2019. SASE's security capabilities encompassed threat prevention and data protection in a common, easy-to-manage, and easy-to-adopt global platform. With today's announcement, Cato is expanding SASE into threat detection, incident response, and endpoint protection without compromising on the architectural elegance captured by the original SASE definition. "Cato SASE continues to be the antidote to security complexity," says Shlomo Kramer, CEO and co-founder of Cato Networks. "Today, we extend our one-of-a-kind SASE platform beyond threat prevention and into threat detection and response. Only Cato and our simple, automated, and elegant platform can streamline security this way." An early adopter of Cato XDR is Redner's Markets, an employee-owned supermarket chain headquartered in Reading, Pennsylvania, with 75 locations. Redner's Markets' vice president of IT and Infrastructure, Nick Hidalgo, said, "The Cato platform gave us better visibility, saved time on incident response, resolved application issues, and improved network performance ten-fold." (Read more about Redner's Markets and Cato in this blog. "The convergence of XDR and EPP into SASE is not just another product; it's a game-changer for the industry," said Art Nichols, CTO of Windstream Enterprise, a Cato partner. "The innovative integration of these capabilities brings together advanced threat detection, response capabilities, and endpoint security within a unified, cloud-native architecture—revolutionizing the way enterprises protect their networks and data against increasingly sophisticated cyber threats." (Read more about what Cato partners are saying about today's news in this blog.) Platform vs. Product: The Difference Matters Cato XDR takes full advantage of the enormous benefits of the Cato SASE Cloud platform, the first platform built from the ground up to enable enterprises to connect, secure, and manage sites, users, and cloud resources anywhere in the world. Unlike disjointed point solutions and security appliances, Cato capabilities are instantly on, always available at scale, and fully converged, giving IT teams a single, shared context worldwide to understand their networks, prevent threats, and resolve problems. As an autonomous platform, Cato SASE Cloud sustains its evolution, resiliency, optimal performance, and security posture, saving enterprises the operational overhead of maintaining enterprise infrastructure. Enterprises simply subscribe to Cato to meet their business needs. Cato's cloud-native model revolutionized security and networking operations when it was introduced in 2016, a fact validated three years later in 2019 when the Cato approach was formally recognized by the industry as SASE. Breach Times Still Too Long; Limitations of Legacy XDR Cato is again revolutionizing cybersecurity with the first SASE platform to expand into threat detection, empowering security teams to become smarter and remediate incidents faster. The flood of security alerts triggered by network sensors, such as firewalls and IPS, complicates threat identification. In 2023, enterprises required 204 days on average to identify breaches.1 XDR tools help security analysts close this gap by ingesting, correlating, and contextualizing threat intelligence information with the data from native and third-party sensors. However, legacy XDR tools suffer from numerous problems relating to data quality. Sensor deployment extends the time-to-value as IT must not only install the sensors but also develop a baseline of specific organizational activity for accurate assessments. Data quality is also compromised when importing and normalizing third-party sensor data, complicating threat identification and incident response. Security analysts waste time sorting through incident stories to identify the ones most critical for immediate remediation. Once determined, incident remediation is often hampered by missing information, requiring analysts to master and switch between disparate tools. No wonder in 2023, average breach containment required more than two months.1 Cato XDR and Cato EPP Expands the Meaning of SASE Cato XDR addresses legacy XDR's limitations. Instantly activated globally, Cato XDR provides enterprises with immediate insights into threats on their networks. Incident detection is accurate due to Cato's many native sensors – NGFW, advanced threat prevention (IPS, NGAM, and DNS Security), SWG, CASB, DLP, ZTNA, RBI, and now EPP/EDR. Powered by Bitdefender's world-leading malware prevention technology, Cato EPP protects endpoints from attack – in the Cato way. Endpoint threat and user data are stored in the same converged Cato data lake as the rest of the customer's network data, simplifying cross-domain event correlation. The result is incredibly high-quality data that improves the incident identification and remediation process. Cato AI uses the data to accurately identify and rank incidents, empowering analysts to focus critical resources on an organization's most important remediation cases. Cato AI is battle-tested and proven across years of threat hunting and remediation handling by Cato MDR service agents. Remediation times reduce as detected incident stories contain the relevant information for in-depth investigation. Cato's tools sit in the same console as the native engines, enabling security analysts to view everything in one place -- the current security policy and the reviewed story. Finally, incident reporting is simplified with generative AI. Purpose-built for investigations, this natural language engine provides human-readable explanations of incident stories. Analysts save time sharing incident information with other teams and reporting to their managers.

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