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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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Pall Corporation Introduces SepraLYTE™ Liquid/Gas Coalescers for Green Hydrogen Production

Pall Corporation | January 15, 2024

Pall Corporation, a leading provider of filtration, separation and purification solutions, introduces SepraLYTE™ liquid/gas coalescers, an innovative solution designed to meet the increasing demand for efficient separation of electrolyte aerosols from gas in green hydrogen production processes. Leveraging advanced separation technology, SepraLYTE coalescers excel in the separation of water or electrolyte aerosols (30% potassium hydroxide solution) from hydrogen, ensuring the purity of hydrogen produced from electrolysis processes. They are highly suitable for a wide range of separation applications where minimal pressure drop is crucial for downstream processes. "Our new SepraLYTE coalescers represent Pall's commitment to serving our customers in energy transition markets. Pall continues to innovate to address new and challenging customer needs in fast growing markets like green hydrogen," said Greg Sears, Vice President and General Manager of Pall's Fluid Technologies and Asset Protection business unit. "Pall's coalescers enable our customers to optimize their plant design, maximize the lifetime of their critical equipment and improve overall efficiency, reliability and output," said Sears. These coalescers feature Pall's proprietary melt blown media technology, which achieves outstanding liquid mist separation with low differential pressure. The compact design incorporates coalescer media that ensures compatibility with various chemical applications. Other key advantages of SepraLYTE liquid/gas coalescers is the ease of maintenance, compact size and waste reduction. Utilizing SepraLYTE liquid/gas coalescers, customers gain significant advantages over conventional separation products. These advantages include reliable, consistent and verifiable separation performance, high gas flow and liquid removal in a compact cartridge, which allow for smaller systems with low capital, operating, and maintenance costs. About Pall Corporation Pall Corporation is a filtration, separation and purification leader providing solutions to meet the critical fluid management needs of customers across the broad spectrum of industries. Pall collaborates with customers to advance health, safety, and environmentally responsible technologies. The Company's engineered products enable process and product innovation and minimize emissions and waste.

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Relevant Industrial Expands Portfolio With Acquisition of CHEMFLOW Products

Relevant Industrial | January 09, 2024

Relevant Industrial, LLC a leader in value-added distribution and service for instrumentation and automation, rotating equipment, valve, purification, and thermal equipment solutions, announced the acquisition of CHEMFLOW Products and its subsidiaries, CHEMSeal Couplings and ChlorineValves.com (CHEMFLOW). CHEMFLOW is a leading value-added distributor and manufacturers' representative specializing in precision-engineered Flow Control products for Chemical services. With over 75 years of combined expertise, CHEMFLOW has brought together the highest quality manufacturers of valves, automation, breakaway couplings, safety shutdown systems, and hoses, affording customers specially designed solutions meeting stringent industry standards for hazardous chemical bulk transfer in the safest possible way. CHEMFLOW brings an unmatched expertise in packaging a full range of products and services designed to improve reliability, enhance safety and environmental impact, and minimize downtime. Relevant Industrial's strategic acquisition of CHEMFLOW Products aligns seamlessly with its commitment to delivering comprehensive and cutting-edge solutions to clients across various industries. This move enhances Relevant Industrial's portfolio, allowing the company to offer a broader range of services and products to its clientele, as well as offer Relevant's unique set of industrial automation solutions to CHEMFLOW's strong customer base. John Carte, CEO of Relevant Industrial, expressed enthusiasm about the acquisition, stating, "The addition of CHEMFLOW Products to the Relevant Industrial family is a significant step forward in our mission to provide top-tier solutions to our customers. CHEMFLOW's extensive experience and proficiency in Flow Control products for hazardous chemicals complement our capabilities. We are confident that this acquisition will both benefit our customers and contribute to the continued growth and success of Relevant Industrial." Mike Johnson, CEO of CHEMFLOW Products, shared his perspective on the collaboration, stating, "We are thrilled to join forces with Relevant Industrial. This partnership represents a strategic alignment of values, expertise, and commitment to customer satisfaction. Together, we look forward to delivering innovative solutions and unparalleled value to our customers." As part of this collaboration, Mike will transition to the role of Vice President of Chlor-alkali Business Development within the dynamic CHEMFLOW/Relevant team. In this capacity, he will leverage his extensive industry knowledge and strong leadership skills to lead initiatives aimed at expanding Relevant Industrial's footprint in the chlor-alkali sector. CHEMFLOW Products and its subsidiaries will become an integral part of Relevant Industrial, contributing to the company's expanded workforce of over 450 employees. The combined entity will operate from a total of 30 strategic locations, further adding to existing customer service capabilities and extending its reach across the majority of the lower 48 states. With an OEM status that provides a global reach, Relevant Industrial is poised to further strengthen its position as an industry leader. This strategic acquisition is anticipated to create collaborative dynamics that will not only benefit customers, partners, and employees but also propel Relevant Industrial and CHEMFLOW Products into a new era of mutual growth and innovation. The powerful combination of expertise and resources between Relevant Industrial and CHEMFLOW Products opens new horizons for both companies, fostering accelerated customer service, deeper chemical industry capabilities, and enhanced technical expertise. About CHEMFLOW CHEMFLOW Products LLC, celebrated for its unwavering commitment to "SOLUTIONS WITH INTEGRITY," functions as a Manufacturers' Representative Company specializing in Flow Control products designed for applications in Chemical services. With a focal point on Hazardous Chemicals, the company exhibits distinct expertise in various domains, including Chlor-akali, AgChem, Vinyls, Urethanes, Refrigerants, Polysilicon, Pigments, and HF Alkylation. A distinguished leader in Flow Control solutions for hazardous chemicals, CHEMFLOW has been a stalwart in serving industries for over 15 years. Their specialization encompasses applications involving Chlorine, Chlor-akali, AgChem, Vinyls, Urethanes, Refrigerants, Polysilicon, Pigments, and HF Alkylation, showcasing unparalleled proficiency in specialty valve applications, safety shutdown systems, bulk transfer hose & coupling, and sampling valves. About Relevant Industrial Relevant Industrial, LLC, is a leading value-added distribution channel serving mission-critical applications across diverse industries. Founded in 1965 as Wilson-Mohr, today Relevant is a dynamic partner providing expert solutions in instrumentation and automation, rotating equipment, valves and valve actuation, purification, and thermal equipment. Relevant Industrial brings together the finest problem-solvers in the world: trained technicians, engineers, designers, and experts in a dozen other crafts focused on finding answers and delivering results. We sell parts and services, but our mission goes beyond that; we help customers realize new and better ways to operate more efficiently. Every solution we deliver is specialized and customized for each demanding situation a client presents to us.

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4th Global Conference on Polymers, Plastics & Composites (PPC-2024)

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6th Flow Chemistry and Continuous Processing Conference

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9th EuChemS Chemistry Congress (ECC9)

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Dispelling Plastic Recycling Myths

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Dispelling Plastic Recycling Myths

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Protecting future generations from the manmade plastics health crisis

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Technology options for CO2- emission reduction of hydrogen feedstock in ammonia production

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