Content is king, but how you run the kingdom makes all the difference. Uberflip’s innovated platform for content marketing was created with the intent of enhancing the reader’s experience to improve clickthroughs and conversion—and it works. Mimicking the NetFlix® content delivery model, Uberflip-based websites may inspire your site visitors to “binge-watch” your content.
David Lewis interviewed Uberflip COO and Co-founder, Randy Frisch, who explained the genesis of Uberflip and how it is facilitating an evolution in the way we deliver and consume marketing content.
David: Give us a little backstory on Uberflip.
Randy: Some people think Uberflip spun off from Eloqua. In reality, we weren’t in the MarTech space to begin with. We were working on solving another problem related to media publishing. But we weren’t enjoying it. Back when I was a kid, I wanted to be the guy creating billboards in Super Bowl commercials—that was exciting advertising at the time. So I began looking around for cool, new marketing technology opportunities.
We started out by polling a user group of marketers on key pain points and discovered that creating content was a challenge they were having trouble solving. Publishing that content once they created it would be even more challenging. At the time, most people had a broken process for publishing content that required involving IT and using old-school content management systems. Marketing had little control over the process, and couldn’t implement strategies around buyer personas and the purchasing journey. We set out to create a solution that enables full control, better navigation and ease of use, so Marketing could do it on their own.
I had always been really good at PowerPoint. I applied my PowerPoint expertise to our model, and the Uberflip platform emerged as a way to publish all types of content, and own the visitor journey through that content on a website.
David: What’s Uberflip’s “own your journey” message all about?
Randy: Most people will leverage Uberflip for their Resources section. We can help them use all their content in different ways, such as in campaigns and for Sales enablement. But most people start their journey at a Resources section, when they’re high in the funnel, and want to navigate through content. Our goal is to create the NetFlix experience, so the prospect doesn’t hit any dead ends. We keep flowing the next piece of content into their experience.
Social platforms are great at enabling content binges, because everything is contextual and lined up in an ongoing, intimate scroll that’s tailored to the binger. If we can create that with content on our websites, visitors won’t jump out off but continue to binge on the bundled content we provide. Uberflip does that by enabling you to create “streams.” Some of our clients are bundling content with streams, and others are dropping people into a bundle of related content right from an email campaign. We enable this because Uberflip is deeply integrated with marketing automation systems.
David: Can you talk about the integrations between Uberflip and marketing automation systems, such as Eloqua or Marketo?
Randy: Before we talk about why we integrate, let’s look at consumption patterns. We don’t want to create dead ends. A .pdf is an offline experience; once you get it, the binge is over. Plus, there’s no tracking possible. We need a way to “path” the data.
I’ve described marketing automation systems as castles before. They’re very organized with right and wrong ways to get in and out. We protect them with “motes.” But if there’s nothing in the castle, it’s useless. MA systems are the same—we need to fill them with leads, data points, and contacts. Typically, we buy lists to do that, but now we can augment the data by tracking behaviors around content consumption.
About 96% of our customers have an MA system. By integrating our platform with those systems, we can continue to build out lead profiles. Here’s an example: One of our clients is in the education space. A teacher had attended one of their webinars. We were able to trigger an event in Marketo using that data point to send out a relevant email that recommended three other related webinars. So, the integration between Uberflip and the MA system enables marketers to continue sending relevant content based on what the audience consumes, without having to understand or anticipate what type of content to send next.
David: You’ve said you don’t like landing pages. Why?
Randy: MA systems do two things: 1) They pass off activities—all data based. 2) They provide opportunities for leads to convert. Take the Netflix example—they’re always putting a great call to action in front of us. Uberflip does the same thing by enabling the marketer to match contextual CTAs. There’s nothing wrong with landing pages, but they only have a 10% average conversion rate. That means you lose 90% of people that get to your landing page. Plus, the landing page has to be ready—in some cases before the asset is—which creates a process issue. What if you could just drop a CTA within an embedded from on top of the content asset on the fly? With Uberflip, you can.
David: Making customer experience exceptional is obviously your passion. What are your thoughts on that?
Randy: I don’t believe “automation” is everything. And it doesn’t always work. As humans, we need to set up smart rules, use the data, continue to AB test and iterate. So, I wouldn’t call Uberflip a turnkey solution. We remove the “heavy lifting” that has to happen around creating and disseminating content. It’s similar to creating a PowerPoint presentation—the platform provides all the shapes, fonts and animations with the click of your mouse. But the creative mindset will always require human intervention, and will always be essential to creating an exceptional experience for the customer.
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