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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Twist Bioscience Launches Portfolio of RNA Sequencing Tools

Businesswire | May 23, 2023

Twist Bioscience Corporation a company enabling customers to succeed through its offering of high-quality synthetic DNA using its silicon platform, today announced the launch of a portfolio of RNA sequencing tools, which includes the Twist RNA Exome, Twist RNA Library Prep Kit and the Twist Ribosomal RNA (rRNA) & Hemoglobin (Globin) Depletion Kit, as well as custom target enrichment capabilities for RNA and whole transcriptome sequencing. This comprehensive suite of RNA tools can enable targeted or whole transcriptome research across fields including precision medicine, biomarker discovery and immuno-oncology research. “Twist’s RNA sequencing portfolio builds on our established NGS capabilities in genomic sequencing and methylation detection and expands into gene expression analysis, opening a new and significant market for Twist,” said Emily M. Leproust, Ph.D., CEO and co-founder of Twist Bioscience. “This offering allows our customers to leverage Twist’s leading target enrichment platform to discover and resolve low abundance RNA transcripts in the human transcriptome. Our RNA sequencing workflows are designed specifically for challenging samples. By enriching relevant transcripts, we can enable researchers to get high-quality data from a range of sample types, including damaged RNA.” Unlike the genome, which is relatively static, the transcriptome changes over time in response to varying disease states and drug therapies. Gene expression levels also differ across tissues and cell types. To fully understand this dynamic quality of RNA, researchers often sequence RNA samples from the same source at multiple time points, incurring additional costs and resource burdens. Each component of the Twist RNA sequencing portfolio is purpose-built to maximize data quality, minimize workflow inefficiency, decrease wasted sequencing reads, and support comprehensive transcriptomic profiling across even low-quality and low-input samples common in oncology. The Twist RNA sequencing portfolio provides end-to-end workflows that can be used to study total RNA and measure the whole transcriptome, protein coding sequences of messenger RNA (mRNA) or custom targets. These products can also be integrated into customers’ existing workflows. Twist RNA sequencing tools enable minimal hands-on time and increase the scale of samples sequenced through utilizing automation. They are compatible with a wide range of sample inputs, including difficult or low-quality samples. RNA panel designs can also now incorporate Twist’s new exon-aware design algorithm, which reduces bias in detection and can provide an important tool for researchers studying rare gene transcripts that drive tumor biology. Twist Targeted RNA Sequencing Workflow Twist target enrichment for RNA leverages the performance, efficiency and sensitivity of Twist target enrichment for sequencing of RNA transcripts of interest across samples and species. It can be used to enrich relevant transcripts with the RNA Exome or in custom RNA panels. Twist RNA Exome The Twist RNA Exome with Twist’s exon-aware design algorithm enables targeted sequencing of the protein coding regions of the human transcriptome without bias toward specific combinations of exons. The Twist RNA Exome covers up to 99.9% of protein coding sequencing in Gencode and RefSeq databases. This coverage, along with the exon-aware design approach, could enable researchers to capture important transcripts including those in low input and degraded samples from formalin fixed paraffin embedded (FFPE) sections. Twist Whole Transcriptome Sequencing Workflow Twist Whole Transcriptome Sequencing can be used to discover novel transcripts, including low expressing genes and novel isoforms. It can be used with a variety of samples including whole blood, fresh and frozen tissue samples and low quality samples, such as FFPE samples. The Twist rRNA & Globin Depletion Kit can be used with this workflow to deplete rRNA and hemoglobin targets so that researchers can study the rest of the transcriptome. The full workflow can be completed in less than five hours with minimal hands-on time. About Twist Bioscience Corporation Twist Bioscience is a leading and rapidly growing synthetic biology and genomics company that has developed a disruptive DNA synthesis platform to industrialize the engineering of biology. The core of the platform is a proprietary technology that pioneers a new method of manufacturing synthetic DNA by “writing” DNA on a silicon chip. Twist is leveraging its unique technology to manufacture a broad range of synthetic DNA-based products, including synthetic genes, tools for next-generation sequencing (NGS) preparation, and antibody libraries for drug discovery and development. Twist is also pursuing longer-term opportunities in digital data storage in DNA and biologics drug discovery. Twist makes products for use across many industries including healthcare, industrial chemicals, agriculture and academic research.

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IPA's Subsidiary, BioStrand, Solves the Information Integration Dilemma (IID) for Systems Biology

Businesswire | May 31, 2023

ImmunoPrecise Antibodies Ltd. an AI-driven biotherapeutic research and technology company, announced that its subsidiary, BioStrand®, has successfully solved the Information Integration Dilemma (IID) by developing a unique technology design that enables their patented HYFT Technology to encapsulate and unify diverse data modalities - including syntactical (sequence) data, 3D structural data, unstructured scientific information (e.g. scientific literature), and beyond - into a singular, integrated framework. This breakthrough approach facilitates efficient data fusion, enabling a comprehensive analysis and interpretation of complex biological data. With HYFTs, BioStrand effectively addresses the IID, paving the way for quicker and more potent biological discoveries. This innovation has the potential to bring a paradigm shift in various domains including drug development, biomarker discovery, and the study of disease pathology, among others. The IID has long been a significant challenge for the biotechnology industry, as researchers and investors have grappled with the complexities of integrating various data types to gain meaningful insights. In the rapidly evolving field of biotechnology, data is generated from multiple sources such as scientific literature, experimental data, and genomic information. The integration of these different data types is critical for accelerating innovation and driving the discovery of novel therapeutics. However, traditional approaches have struggled to efficiently combine and analy ze this diverse data, often leading to incomplete or inaccurate conclusions. BioStrand's breakthrough approach leverages its patented HYFT® technology and LENSaiTM platform, which together enable the efficient analysis and understanding of complex biological data. By solving the IID, BioStrand has unlocked new possibilities for the discovery and development of novel therapeutics, which is expected to benefit both patients and the investor community. Dirk Van Hyfte, Co-Founder and Head of Innovation of BioStrand, said, "We are thrilled to have overcome the Information Integration Dilemma, which has long been a major hurdle in our industry. Our HYFT technology and LENSai platform are now poised to revolutionize the way researchers and AI-driven systems process and analyze complex biological data, ultimately leading to faster and more effective drug discovery and development." BioStrand's HYFT technology extracts unique patterns, known as Universal Fingerprint™ patterns, from the entire biosphere, and integrates them with various data sources, such as scientific papers and medical records. The resulting Knowledge Graph encompasses over 660 million HYFTs and more than 25 billion relations, providing a powerful resource for researchers and AI-driven analysis. The LENSai platform, powered by HYFT technology, takes advantage of the latest advancements in large language models (LLMs) to bridge the gap between syntax (sequences) and semantics (functions). This enables the platform to extract valuable insights from vast amounts of data, without the limitations of traditional LLMs. IPA's support of BioStrand's pioneering work reinforces its commitment to investing in cutting-edge biotechnology solutions with the potential to transform the industry. The successful resolution of the Information Integration Dilemma not only demonstrates the innovative nature of BioStrand's technology but also highlights the Company's dedication to improving the lives of patients worldwide. About ImmunoPrecise Antibodies Ltd ImmunoPrecise Antibodies Ltd. has several subsidiaries in North America and Europe including entities such as Talem Therapeutics LLC, BioStrand BV, ImmunoPrecise Antibodies (Canada) Ltd., and ImmunoPrecise Antibodies (Europe) B.V. The IPA Family is a biotherapeutic research and technology group that leverages systems biology, multi-omics modeling, and complex artificial intelligence systems to support its proprietary technologies in bioplatform-based antibody discovery. Services include highly specialized, full-continuum therapeutic biologics discovery, development, and out-licensing to support its business partners in their quest to discover and develop novel biologics against the most challenging targets.

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