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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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The expanded Quectel antenna range is sure to meet the needs of your device and deployment and is backed by our design support and deployment experience, alongside, of course, our widely deployed and comprehensive range of modules.” The Quectel YC0001CA is a 4G surface-mount design (SMD) antenna that is optimized for LTE, LTE-M and Narrow Band-IoT (NB-IoT) networks. This low-profile antenna, which measures just 35.0 x 8.5 x 3.0mm, operates in the 700-960MHz and 1710-2700MHz and is both RoHS and REACH compliant for use in sensitive environments. In addition, the antenna can be supplied on tape and reel for high-volume applications and is compatible with all of Quectel’s 4G, 3G, 2G and LPWA IoT modules. The Quectel YC0018CA is a 5G SMD antenna that covers 5G New Radio (NR) Sub-6GHz frequency bands. Depending on the ground plane, the antenna is designed to be mounted directly to the printed circuit board (PCB) using a conventional PCB reflow process. Measuring 40.0 x 7.0 x 3.0mm, the antenna operates between -40 °C to +85 °C and weighs 15g. The antenna can be tuned specifically for the final device environment with a simple, PI matching circuit and, when used with other 5G antennas, it can achieve multiple input, multiple output (MIMO) performance. Also available on tape and reel, the antenna can also be supplied with the YC0018CAEVB evaluation board. The Quectel YECN028AA is a 5G or NTN external antenna that supports the 410-470MHz, 617-960MHz and 1425-6000MHz frequency bands. With dimensions of 225 x 54.5 x 13.0mm, the antenna is IP66, RoHS and REACH compliant so it has wide applicability to use cases in sensitive environments. Featuring high efficiency and gain, the antenna offers omni-directional high-speed data transmission and can be used in a wide range of wireless devices such as access points, outdoor equipment, real-time monitoring devices and many others. The Quectel YEMX223J1A is a 5G x 2 combo antenna that is IP67, RoHS and REACH compliant. Measuring 186.0 x 176.0 x 100.5mm, the combo antenna supports the 410-470MHz, 617-960MHz, 1420-1520MHz, 1710-2690MHz, 3300-3800MHz and 4000-6000MHz frequency bands. The ultra-wideband antenna box is also backward compatible supporting 2G and 3G networks as well as Cat-M and NB-IoT. Designed for ease of integration with connection via two cable lengths from 450-5000mm, the pole, wall suction mount omni-directional antenna offers ease of installation and durability thanks to its IP67 and IP69K compliant enclosure. Quectel offers flexible installation option with custom cable length and connector options The Quectel YEMX425J1A is a 5G x 4 combo antenna that measures 186.0 x 176.0 x 150mm. The combo antenna supports the 410-470MHz, 617-2690 MHZ and 3300-6000MHz frequency bands and both RoHS and REACH compliant. Offering backward compatibility with 2G, 3G, Cat-M and NB-IoT, the antenna is, in common with the YEMX223J1A, compatible with Quectel’s RM520x Series of IoT modules. In addition, durability is assured thanks to the combo antenna’s IP67 and IP69K ASA enclosure. Rounding out the latest wave of Quectel antenna introductions, the Quectel YSIS001AA, metal spring antenna operates in the 412-427MHz band, the 433-435 MHz band and the 450-470MHz band which is compatible with LTE B31 plus EU433 applications. Measuring 29.0 x 7.0 x 7.90mm, the RoHS and REACH compliant antenna is mounted to the host device PCB using the conventional SMD reflow process, offering high efficiency. In common with all Quectel antennas, these new additions to the range also gain Quectel’s comprehensive antenna design support including simulation, testing and manufacturing for custom antenna solutions to meet customers’ specific application needs. About Quectel Quectel’s passion for a smarter world drives us to accelerate IoT innovation. A highly customer-centric organization, we are a global IoT solutions provider backed by outstanding support and services. Our growing global team of 5,900 professionals sets the pace for innovation in cellular, GNSS, Wi-Fi and Bluetooth modules as well as antennas and services. With regional offices and support across the globe, our international leadership is devoted to advancing IoT and helping build a smarter world.

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Platforms

1NCE Upgrades IoT Software Platform with Plugins

1NCE | January 11, 2024

1NCE, a company offering a software platform for connected products, today announced 1NCE Plugins, upgrading the platform with software from the IoT industry’s best developers. The announcement was made during the company’s presentation at the Consumer Electronics Show in Las Vegas. 1NCE‘s software platform supports IoT projects of any scale by enabling customers to securely and reliably collect device data across 165 countries and turn it into actionable intelligence. With 1NCE, customers can accelerate time-to-market for IoT projects by months, determine device location without GPS, and optimize payload transmission to increase battery life by up to 70 percent. The company has entered the next stage of its software strategy with Plugins, opening access for third-party software developers to create IoT tools together on the 1NCE platform. Customers now have extensive options to smoothly integrate features from their preferred and market-leading software developers, including: Firmware Over-the-Air Management (FOTA): 1NCE customers can utilize best-in-class firmware upgrade management, keeping connected devices secure and healthy over their lifetime. FOTA is used for releasing new functionality, fixing bugs, and regular maintenance. In partnership with Mender, the new update infrastructure minimizes the risk of bricking from issues with limited bandwidth, unstable connectivity or power loss. This includes optimization using delta updates to reduce bandwidth usage by 90 percent. Data Visualization: In partnership with Datacake, 1NCE customers have access to dashboards that allow device data to be visualized for enhanced planning, prototyping and deployment. The low-code dashboards are optimized for mobile viewing and can be accessed through the 1NCE platform within minutes of setup, enabling an initial project launch much faster than the competition. Integration with Azure and Other Cloud Providers: In addition to 1NCE’s existing partnership with AWS, customers can now seamlessly integrate their IoT data with Microsoft Azure and other leading cloud service providers. The IoT Bridge from Tartabit delivers a reliable and scalable process for transferring data from resource-constrained, battery-powered devices to the cloud. “1NCE believes open platforms are the way of the future for managing connected products over their lifetime,” said Ivo Rook, Chief Operating Officer at 1NCE. “Plugins are just the start, as we intend on solidifying 1NCE as a global standard for IoT over the course of 2024.” 1NCE was founded in 2018 to enable IoT to flow like electricity -- always on, always ready for consumption, always serving the public with an invaluable resource for the future. The 1NCE Lifetime Flat license is disruptive but simple: customers can deploy, connect, and manage IoT sensors across the world for as little as a dollar per year per device. More than 15,000 customers worldwide and 60+ Fortune 500 companies have already trusted 1NCE with more than 20 million connected products across 165 countries and regions. Also at CES 2024, Rook is scheduled to participate in the Consumer Technology Association’s panel -- “The Future of Software-Defined Vehicles” -- on January 10th at 11:00am in W219 of the Las Vegas Convention Center. The panel description: "From infotainment to safety, the in-vehicle experience continues to evolve. Learn about the latest trends in software-defined vehicles and how data personalizes the driving experience.” Customers can get started with 1NCE at the online shop with customer support available in 25 languages. About 1NCE 1NCE is a software platform for connected products that delivers future-proof, hassle-free IoT in 165 countries and regions. Learn more online and follow 1NCE on Twitter, LinkedIn and Facebook.

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Enterprise Iot

Telit Cinterion Partnership with floLIVE and Skylo Enables Ubiquitous Global Cellular IoT Connectivity with Satellite

Telit Cinterion | January 08, 2024

Telit Cinterion, an end-to-end IoT solutions enabler, today announced a solution featuring cellular and satellite connectivity services on its ME910G1 and ME310G1 modules. In partnership with floLIVE and Skylo Technologies, the new solution ensures that mobile assets — shipping containers, agricultural equipment, trucks, and other high-value assets — are continually trackable and monitored anywhere on earth, from cities and rural highways to deserts and oceans. The new Telit Cinterion solution is ideal for enterprises in transportation, logistics, construction, mining, agriculture and other verticals whose mission- and business-critical applications require guaranteed global connectivity with their mobile assets. The solution will provide OEMs, system integrators, and enterprises with a turnkey, end-to-end suite featuring: Telit Cinterion cellular LPWA module that is fully compliant with the new 3GPP R17 NB-IoT over non-terrestrial network (NTN) standard. This will enable satellite data communication using the NB-IoT protocol — without any special hardware changes required for the integration of the cellular module in the customer application. Telit Cinterion cellular and satellite data service plans, as well as a connectivity management portal. This drastically simplifies access to global connectivity with unique, centralized support and an advanced monitoring platform for full control of device fleets. Satellite connectivity services from Skylo — a direct-to-device Non-Terrestrial Network (NTN) operator focused on connecting anything, anywhere — in conjunction with floLIVE — the creator and owner of the world's first and largest hyperlocal global network and a leading IoT connectivity enabler. The Telit Cinterion ME910G1 module is currently under certification and approval by Skylo, making it one of the first modules that will be commercially available for customers globally. The solution will debut in Europe and North America following the launch of the floLIVE-Skylo service in 2024. "The ability to leverage local cellular connectivity across the globe in tandem with satellite connectivity truly opens the globe to IoT and digital transformation," said Chen Porat, floLIVE SVP of Sales, APAC and Africa. "floLIVE offers MNOs and IoT MVNOs with a global hyperlocal infrastructure that becomes the backbone to anywhere, 'always-on' connectivity. This expansion into the NTN domain signifies our dedication to supporting our partners through continuous growth in carrier relations, global presence, and service offerings." "We are thrilled to partner with Telit Cinterion, a recognized leader in the IoT industry. This collaboration will enable us to leverage Telit Cinterion's expertise in cellular connectivity to expand the reach and capabilities of standards-based NB-IoT-over-NTN with the Skylo solutions," said Sriram Subramanian, Director of Product Management at Skylo. "Together, we will empower businesses across industries to unlock the true potential of connected devices and drive digital transformation on a global scale." "Transportation companies, logistics providers and mine operators are just three examples of enterprises that need to monitor their high-value mobile assets anywhere and everywhere on earth," said Manish Watwani, Chief Marketing and Product Officer, Telit Cinterion. "Our strategic partnership with Skylo and floLIVE meets that need by providing the world's first turnkey package of hardware and seamless, ubiquitous, global connectivity that leverages the best of cellular and satellite — all based on the new 3GPP R17 NB-IoT over NTN standard." About Telit Cinterion Telit Cinterion is a global end-to-end IoT solutions enabler providing complete solutions that reduce time to market and costs, delivering custom designed, ready for market connected devices in addition to maintaining the industry's broadest portfolio of enterprise-grade wireless communication and positioning modules, cellular MVNO connectivity plans and management services, edge-cloud software and data orchestration, and IoT and Industrial IoT platforms. As the largest western provider pioneering IoT innovation, Telit Cinterion delivers award-winning and highly secure IoT solutions, modules and services for the industry's top brands.

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Spotlight

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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...

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