Randy Frisch
DEMAND GEN VISIONARIES
/
EPISODE
80
Minor Personalization for Major Results?
Randy Frisch, Co-Founder and Chief Evangelist for Content Experience at Uberflip, shares his insights into why demand gen marketers are leading content curation, how personalization is being used to drive business and gain customer trust, and the power of marketing content to reflect what people care about.
Uberflip is a content experience platform & software that enables marketers to create digital experiences with content for every stage of the buyer journey. What started as a Content Hub or resource center builder has become an end-to-end platform for creating content experiences for demand generation, ABM, sales enablement, and inbound marketing to meet the needs of today’s modern marketer. By creating an Uberflip content Hub, users can include blog articles, social media, videos, eBooks into a responsive interface with CTAs.
INDUSTRY
Computer Software
FOUNDED
2008
WEBSITE
www.uberflip.com

Randy Frisch is the Chief Evangelist for Content Experience and Co-Founder & President at Uberflip. Randy and his Uberflip Co-Founder, Yoav Schwartz, have led the content experience movement, prompting marketers to think beyond content creation and focus on the overall destination aka The Content Experience. Back in 2012 the primary ‘content challenge’ was: how do we create more content? But Frisch and Schwartz wanted to solve beyond creation to ensure the content created was used to power GTM strategies including demand generation, ABM, content marketing, and sales enablement at scale.In April of 2018, Randy was named one of the Top 50 Fearless Marketers in the world by Marketo, an Adobe company. His speaking credits include Dreamforce, Marketo Summit, Inbound, B2B Marketing Exchange, SiriusDecisions Summit, and Conex. His talks empower marketers with the strategies they need to capture their audiences, prove their worth, and align their vision.

Episode Summary

This episode features an interview with Randy Frisch, Co-Founder and Chief Evangelist for Content Experience at Uberflip, a content experience platform & software that enables marketers to create digital experiences with content for every stage of the buyer journey. Randy has led the content experience movement, prompting marketers to think beyond content creation and focus on the overall destination, The Content Experience. In this episode, Randy shares his insights into why demand gen marketers are leading content curation, how personalization is being used to drive business and gain customer trust, and the power of marketing content to reflect what people care about.

Key Takeaways

  • Demand gen marketers are not content creators, but they are content curators.
  • Think more about marketing, what do people actually care about? That’s the content we should create. That’s the content you should package.
  • Instead of getting rid of old content, you should update it, give a facelift, and personalize it.

‍

Quotes

“What we need to be thinking more about in marketing is what do people actually care about? That’s the content we should create. That’s the content you should package.” - Randy Frisch, Co-Founder and Chief Evangelist for Content Experience, Uberflip

Episode Transcript

Episode Timestamps:

*(03:12) - Randy’s Role at Uberflip

*(03:19) - Segment: Trust Tree

*(11:31) - Personalization and putting the right content in front of people 

*(16:39) - Uberflip's overall marketing strategy

*(20:39) - Organizing and updating assets for maximum value

*(25:26) - Gathering data and gaining customer trust 

*(29:56) - Why demand gen marketers are content curators

*(31:48) - Segment: The Playbook

*(40:23) - Segment: Quick Hits

---

‍Sponsor

‍Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links

‍