Q&A with Randy Frisch, CMO at Uberflip

MEDIA 7 | September 26, 2019

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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It is certified for more than 50 open source and commercial cloud native integrations and provides high availability and zero-downtime rolling upgrades even in single-server configurations. With Palette Edge, businesses can choose the PXK-E distribution or Palette-optimized versions of any other K8s distribution, verified and supported by Spectro Cloud. A powerful NOC-like dashboard: Now organizations scaling to thousands or tens of thousands of edge devices have the power to manage their fleet more easily and with greater control than ever before. Palette Edge’s Network Operations Center-like (NOC) dashboard provides a highly intuitive user experience with live status for key events, plus advanced capabilities to filter, tag and drill down to clusters by location, status or other attribute. Importantly, operators can define powerful workflows for managing clusters, with almost infinite possibilities: for example, they can phase deployments of cluster updates by location for canary testing, or schedule patching to follow the sun. Ultra-simple edge device onboarding: In edge Kubernetes projects, organizations can find the act of deploying new devices in remote locations incredibly problematic; often, costly field engineering truck rolls are needed. Palette Edge makes it easy for non-specialist staff to quickly power up and onboard a new device into a managed cluster, using a variety of methods, such as through Palette Edge’s user interface, leveraging its open API, the Spectro Cloud Terraform provider, or by simply scanning a QR code on the edge device itself. The features delivered in this new Palette Edge release reflect real customer requirements of K8s at the edge. To address them and also contribute to the broader cloud native community, Spectro Cloud is now leading a unique open source project which delivers failsafe immutability at the edge: Kairos. Version 1.0 of Kairos is now generally available with extended community support, and is free to download and use. For more information, visit www.kairos.io. This is another example demonstrating Spectro Cloud’s continued commitment to foster innovation as a member of the CNCF and Linux Foundation, contributing to major Kubernetes ecosystem projects such as Cluster API and the Cluster API Provider for Canonical MAAS. These major new features are available today in Spectro Cloud’s Palette Edge edition and further position Palette as the first choice for organizations running Kubernetes at the edge at scale, enabling them to bring modern applications and data close to their end-users. Customers of Palette Edge are already realizing significant benefits by avoiding otherwise necessary field engineering visits at edge locations, which can result to up to 90% reduction in operational costs. “A key use case for 5G Edge compute is mission critical, ultra-low latency, workloads. That means cyber-security is a foundational principle for Edge and not an afterthought. Spectro Cloud is delivering a customer solution for deploying modern apps to the Edge that can integrate readily into end-to-end Zero Trust architectures,” said Dr. Ken Urquhart, Global Vice-President, 5G at Zscaler. “This brand new set of capabilities is making edge K8s locations as easy as a cloud for our customers, With a platform that can scale to tens of thousands of edge locations, requirements like security, resiliency and ease-of-use can be game changers, and this has been our focus in the latest release. At Spectro Cloud we are committed champions of the innovation coming out of the open source community, and we couldn’t be more excited to collaborate with some of the most interesting projects to deliver some of those new capabilities.” Spectro Cloud co-founder and CEO Tenry Fu About Spectro Cloud Spectro Cloud uniquely enables organizations to deploy and manage Kubernetes in production, at scale. Its Palette enterprise Kubernetes management platform gives IT Operations and DevOps engineering teams effortless control of the full Kubernetes lifecycle even across multiple clouds, data centers, bare metal and edge environments. Ops teams are empowered to support their developers with curated Kubernetes stacks and tools based on their specific needs, with granular governance and enterprise-grade security.

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CLOUD DEPLOYMENT MODELS

CoreStack Accelerates Vision and Growth with Acquisition of Optio3

CoreStack | September 27, 2022

CoreStack, a global multi-cloud governance provider, today announced the company’s acquisition of Optio3, an AI-powered operations management company based in Seattle, WA. As a result, CoreStack will acquire 100 percent of Optio3’s technology and IP and will integrate Optio3 team into the CoreStack team. Optio3 Co-founder and CEO Sridhar (Sri) Chandrashekar will be joining the CoreStack leadership team as Chief Digital Officer (CDO). “We’ve been leveraging Optio3’s technology in our platform for 9 months and have had tremendous success with it,” said Ezhilarasan (Ez) Natarajan, CoreStack Founder and CEO. “We now have the opportunity to bring the Optio3 team’s expertise in-house and can further tailor the technology to support our enterprise customers’ needs.” CoreStack helps enterprises unleash the power of cloud on their terms by providing a NextGen multi-cloud governance platform that is Continuous, Holistic, Autonomous, Integrated, and Nimble (CHAIN). This NextGen governance solution enables proactive multi-cloud governance and 360-degree visibility across financial management (FinOps), security operations (SecOps), and cloud operations (CloudOps) in a unified dashboard. The Optio3 acquisition will further facilitate CoreStack’s delivery of these NextGen multi-cloud governance capabilities, bringing their deep industry experience in building scalable SaaS products as well as a proven technology framework that strengthens the platform, automates the cloud infrastructure, and increases the speed of innovation and delivery. “CoreStack is at an inflection point in its growth curve with a phenomenal pipeline of Fortune 5000 customers,” said Sri Chandrashekar, CoreStack’s new CDO. “The Optio3 team is highly specialized in delivering high-scale platforms and SaaS solutions to those enterprise customers. I’m excited that we’re working together to achieve CoreStack’s ambitious vision and product roadmap for NextGen Cloud Governance.” Founded in 2016, CoreStack is a multi-national corporation with headquarters in Bellevue, WA, an engineering Center of Excellence is in Chennai, India, and sales and support personnel located across the globe to ensure seamless support. Since January 2022, CoreStack has hired more than 150 people, won significant deals, and added numerous marquee partners. Booked annual revenues have grown by more than 100%, and customer renewal rates remain at 100%. Annual cloud spend across all customers and partners governed by CoreStack is crossing $2B, and the company has doubled down on partnership engagements with AWS, Azure, Google, and Oracle. “We are thrilled to be bringing Optio3’s technology and team into our family,” said Ez Natarajan. “CoreStack was born with the mission of establishing a robust, NextGen governance layer on top of even the most complex multi-cloud ecosystems. We are now perfectly positioned to offer our customers a highly scalable, manageable, and reliable solution – one that drives digital transformation and delivers next-level performance.” “We are delighted to bring in Optio3’s technology, CoreStack was born with the mission of establishing a robust, NextGen governance layer on top of even the most complex multi-cloud ecosystems. We are now perfectly positioned to offer our customers a highly scalable, manageable, and reliable solution one that drives digital transformation and delivers next-level performance.” Sabapathy Arumugam, CoreStack Co-Founder and CTO About CoreStack CoreStack provides a NextGen Cloud Governance platform that empowers enterprises to predictably increase top-line revenues, improve bottom-line efficiencies, and gain a competitive edge through AI-powered real-time cloud governance on autopilot. CoreStack's FinOps, SecOps, and CloudOps solutions embrace, enhance, and extend native-cloud capabilities, enabling reporting, recommendation, and remediation and providing single pane-of-glass governance across multi-cloud. Through executive dashboards for comprehensive real-time insights, CoreStack delivers transformative value such as 40% increase in operational efficiencies, 50% decrease in cloud costs, and 100% security assurance and compliance. CoreStack helps 500+ global enterprises govern $2+ billion in annual cloud consumption. Gartner, Frost & Sullivan, Forrester, S&P Global and IDC have recognized CoreStack as an innovator and leader in cloud management solutions. CoreStack is backed by strategic advisors, including the ex-CEO of Wipro and ex-CIO of Microsoft. The company is a Microsoft Azure Gold Partner, Amazon AWS Advanced Technology Competency Partner, Oracle Cloud Build Partner, and Google Cloud Build Partner.

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