Hey everyone! Today, I share the mic with Randy Frisch, Co-Founder and CMO of Uberflip, a content experience platform that empowers B2B marketers to create personalized content experiences.
Tune in to hear Randy discuss why we need to work on account-based engagement, how to know if you’re creating too much content and how Uberflip gets the most out of their annual conference.
Time-Stamped Show Notes:
- [00:41] Before we jump into today’s interview, please rate, review, and subscribe to the Growth Everywhere Podcast!
- [01:55] Randy feels he is a marketer at heart and has wanted to be one since he was 12.
- [02:25] The entrepreneurial spirit was part of his family dynamic.
- [03:55] 10+ years ago, companies thought that if they create thought-leadership, more people would buy their products.
- [04:35] When we think about content marketing, we think about creating content.
- [04:50] By doing this, we ignore the customer experience.
- [05:52] Uberflip does not help people directly create content.
- [06:05] They allow users to bundle content for the right audience.
- [06:20] They will host a page that your audience will go to in order to engage with content.
- [08:25] Randy feels that if you build it, they will come.
- [08:54] Randy loves the book Start with Y.
- [11:11] We tried to lead too often with content, instead of thinking about how it is going to be received.
- [12:33] Snowflake has had amazing growth from working with Uberflip.
- [13:00] Their in-house marketer tried to figure out which accounts to target with his marketing strategies.
- [13:44] You have to think about not just ABM, but Account-Based Engagement.
- [14:30] The key is personalization.
- [16:10] Spotify is great with personalization for its users.
- [17:30] Almost 70% of the content we create doesn’t get used, because we’re just creating too much content.
- [17:57] From day one, Uberflip has been a SaaS business.
- [19:01] A lot of the pricing comes down to how much personalization a customer needs.
- [20:30] Randy wrote a blog called “Fuck Content Marketing”, which was the starting point for his book of the same name.
- [22:20] People need to be more strategic about the content they create.
- [26:25] Randy likes to take time to understand what certain messaging does and doesn’t do.
- [26:50] ConEx is a short form term for “content experience” and it’s also the name of a conference Uberflip puts on every year.
- [29:41] The conference has proven a big undertaking.
- [30:10] It’s hard to figure out how you appeal the people you actually want in the room.
- [30:25] Their first conference had about 200 attendees.
- [32:55] You want to judge the success of a conference by whether it generated opportunities.
- [33:15] $4 Million of customer revenue came from one stop on the conference tour.
- [36:25] One company’s marketing team knew Uberflip from four years earlier, so even though they knew the company, they didn’t know what Uberflip could do.
- [37:00] This is all to say that it’s important to make sure your market knows your current information.
- [39:50] Randy finds it valuable to get facetime with other leaders in the industry.
- [40:20] Randy recommends the book Start with Y, as well as Talk Triggers.
Resources From The Interview:
- Randy on LinkedIn
- Randy’s Website
- Must-read books:
- Jay Baer
Leave Some Feedback:
- What should I talk about next? Who should I interview? Please let me know on Twitter or in the comments below.
- Did you enjoy this episode? If so, leave a short review here
- Subscribe to Growth Everywhere on iTunes
- Get the non-iTunes RSS Feed
Connect With Eric Siu:
Disclaimer: As with any digital marketing campaign, your individual results may vary.