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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Together, MGIS and Reliance Matrix serve doctors in all practice settings and medical specialties. An Employee Navigator carrier partner since 2022, Reliance Matrix more than doubled the number of benefit plans and employer clients enrolled and managed on the Employee Navigator platform in 2023, through more than 150 unique broker partners. "Employee Navigator has played a big part in our overall success in the small and midsize employer market, thanks in part to our unique streamlined billing solution available on the platform," said Paula Hanson, AVP Benefit Technology Solutions for Reliance Matrix. "Our proprietary process raised the bar on service and convenience and continues to win fans among brokers and clients." Marketed through independent brokers and agents, benefit solutions include Disability Guard for Doctors, a unique long-term disability product blending the highly valued policy provisions of an individual product with the guaranteed issue and simplified administration of a group long-term disability plan, as well as short-term disability, group life and Accidental Death & Dismemberment plans. MGIS also supports a High Limits Disability Insurance program, offering an increased level of protection for high earners, providing more robust and holistic protection for doctors above and beyond any group long-term disability and individual disability coverage. For those groups offering the high limits program, this specialized product will also be available on Employee Navigator as part of an integrated, holistic enrollment experience. About MGIS MGIS is a leading national insurance program manager experienced in building and managing specialized insurance programs for doctors. MGIS partners with highly rated insurers and focuses on disability and life insurance for practices of all sizes, types, and medical specialties. Insurance policies managed by MGIS are backed by the underwriting companies of Reliance Matrix and Certain Underwriters at Lloyd's, and are marketed exclusively through select brokers and insurance advisers. MGIS services are provided by MGIS affiliated companies: The MGIS Companies, Inc., Medical Group Insurance Services, Inc., and MGIS Underwriting Managers, Inc. (DBA as MGIS Professional Insurance Solutions in CA and MGIS Underwriting Agency in NY). About Employee Navigator Employee Navigator is a rapidly growing benefits and HR software company integrated with over 400+ of the nation's leading insurance carriers, payroll companies, and TPA's. Its platform delivers brokers and employers a truly connected digital experience, streamlining the management of everything from online enrollment and onboarding to ACA reporting, time off tracking, and more. The company currently works with more than 5,000 brokers, providing benefits administration and HR products to over 175,000 companies and 14+ million employees and dependents. About Reliance Matrix Reliance Matrix delivers employee benefit, absence management and workforce productivity solutions through the financial stability of a top-rated (A++ by AM Best) insurance carrier, the proven innovation of an absence TPA, and the daily commitment of thousands of team members across America.* Born in 1907, Reliance Standard Life Insurance Company (Home Office Schaumburg, IL) is a leading provider of employee benefits, absence management and retirement savings solutions. Matrix Absence Management, Inc. (Home Office Phoenix, AZ) traces its roots to Silicon Valley at the dawn of the tech boom. Reliance Matrix is a member of the Tokio Marine Group. Tokio Marine Holdings, Inc., the ultimate holding company of the Tokio Marine Group, is incorporated in Japan and is listed on the Tokyo Stock Exchange. The Tokio Marine Group operates in the property and casualty insurance, reinsurance and life insurance sectors globally. The Group's main operating subsidiary, Tokio Marine & Nichido Fire (TMNF), was founded in 1879 and is the oldest and leading property and casualty insurer in Japan. About Lloyd's of London Lloyd's is the world's leading insurance and reinsurance marketplace. Through the collective intelligence and risk-sharing expertise of the market's underwriters and brokers, Lloyd's helps to create a braver world. The Lloyd's market provides the leadership and insight to anticipate and understand risk, and the knowledge to develop relevant, new and innovative forms of insurance for customers globally. It offers the efficiencies of shared resources and services in a marketplace that covers and shares risks from more than 200 territories, in any industry, at any scale. And it promises a trusted, enduring partnership built on the confidence that Lloyd's protects what matters most: helping people, businesses and communities to recover in times of need. Lloyd's began with a few courageous entrepreneurs in a coffee shop. Three centuries later, the Lloyd's market continues that proud tradition, sharing risk in order to protect, build resilience and inspire courage everywhere.

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Health Insurance

Caris Life Sciences and Flatiron Health Partner to Create Transformational Real-World Data Offering

PR Newswire | January 09, 2024

Caris Life Sciences(Caris), the leading next-generation AI TechBio company and precision medicine pioneer that is actively developing and delivering innovative solutions to revolutionize healthcare and improve the human condition using molecular science and AI, and Flatiron Health, a leading healthtech company transforming evidence generation through an engaged care network, oncology-specific expertise, and fit-for-purpose scientific methods and tools, today announced a partnership to create a multimodal data offering to support and accelerate biopharmaceutical drug development and patient care. Combining the breadth and depth of Caris' genomic, transcriptomic and imaging database with Flatiron's industry-leading longitudinal patient data and high-quality clinical outcomes, backed by deep scientific expertise, equips cancer researchers with robust comprehensive real-world data (RWD) offering at scale to power the next wave of cancer therapeutics. "We are excited to collaborate with Flatiron Health to create a multimodal data offering in support of biopharma's efforts to bring novel personalized therapeutic interventions to market to ultimately improve the lives of cancer patients," said David Spetzler, MS, PhD, MBA, President of Caris Life Sciences. "In forming this data union, we are able to maximize biological and clinical context to better understand each patient journey." "We are thrilled to announce this groundbreaking partnership that brings together Caris' leading molecular science capabilities with Flatiron's unparalleled gold standard of high-quality oncology real-world data," said Stephanie Reisinger, Senior Vice President and General Manager, Real-World Evidence, Flatiron Health. "This opportunity has the potential to create the largest and best-in-class clinical-omics dataset with Whole Exome and Whole Transcriptome sequencing coverage, expanding our opportunity to support biopharma in the preclinical stages of drug discovery and translation." "Identifying sufficient numbers of records to build cohorts of adequate size that can be used to address the most pressing research questions is a challenge that plagues the oncology community. With Caris and Flatiron's combined strength and broad reach across oncology, we can provide this incredibly powerful data at a scale that will fuel drug discovery and therapeutic innovation," said Brian Lamon, PhD, Chief Business Officer of Caris Life Sciences. As the pioneer in precision medicine and molecular profiling, Caris has created a molecular-rich, real-world database that contains more than 50 petabytes of oncology-specific genomic, transcriptomic, proteomic and imaging data. Caris was the first in the molecular diagnostic industry to provide Whole Exome Sequencing DNA coverage and Whole Transcriptome Sequencing RNA coverage (WES / WTS) for every patient tested. About Caris Life Sciences Caris Life Sciences (Caris) is the leading next-generation AI TechBio company and precision medicine pioneer that is actively developing and delivering innovative solutions to revolutionize healthcare and improve the human condition using molecular science and AI. Through comprehensive molecular profiling (Whole Exome and Whole Transcriptome Sequencing) and the application of advanced AI and machine learning algorithms, Caris has created the large-scale, clinico-genomic database and computing capability needed to analyze and unravel the molecular complexity of disease. This convergence of sequencing power, big data and AI technologies provides an unmatched platform to deliver the next-generation of precision medicine tools for early detection, diagnosis, monitoring, therapy selection and drug development. Headquartered in Irving, Texas, Caris has offices in Phoenix, New York, Tokyo, Japan and Basel, Switzerland. Caris or its distributor partners provide services in the U.S., Europe, Asia and other international markets. About Flatiron Health Flatiron Health is a healthtech company expanding the possibilities for point of care solutions in oncology and using data for good to power smarter care for every person with cancer. Through machine learning and AI, real-world evidence, and breakthroughs in clinical trials, we continue to transform patients' real-life experiences into knowledge and create a more modern, connected oncology ecosystem. Flatiron Health is an independent affiliate of the Roche Group.

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