GE 316: Why Account-Based Engagement Should Be Part of Your Content Marketing Strategy (podcast)

Hey everyone! Today, I share the mic with Randy Frisch, Co-Founder and CMO of Uberflip, a content experience platform that empowers B2B marketers to create personalized content experiences.

Tune in to hear Randy discuss why we need to work on account-based engagement, how to know if you’re creating too much content and how Uberflip gets the most out of their annual conference.

Time-Stamped Show Notes:

• [00:41] Before we jump into today’s interview, please rate, review, and subscribe to the Growth Everywhere Podcast!
• [01:55] Randy feels he is a marketer at heart and has wanted to be one since he was 12.
• [02:25] The entrepreneurial spirit was part of his family dynamic.
• [03:55] 10+ years ago, companies thought that if they create thought-leadership, more people would buy their products.
• [04:35] When we think about content marketing, we think about creating content.
• [04:50] By doing this, we ignore the customer experience.
• [05:52] Uberflip does not help people directly create content.
• [06:05] They allow users to bundle content for the right audience.
• [06:20] They will host a page that your audience will go to in order to engage with content.
• [08:25] Randy feels that if you build it, they will come.
• [08:54] Randy loves the book Start with Y. 
• [11:11] We tried to lead too often with content, instead of thinking about how it is going to be received.
• [12:33] Snowflake has had amazing growth from working with Uberflip.
• [13:00] Their in-house marketer tried to figure out which accounts to target with his marketing strategies.
• [13:44] You have to think about not just ABM, but Account-Based Engagement.
• [14:30] The key is personalization.
• [16:10] Spotify is great with personalization for its users.
• [17:30] Almost 70% of the content we create doesn’t get used, because we’re just creating too much content.
• [17:57] From day one, Uberflip has been a SaaS business.
• [19:01] A lot of the pricing comes down to how much personalization a customer needs.
• [20:30] Randy wrote a blog called “Fuck Content Marketing”, which was the starting point for his book of the same name.
• [22:20] People need to be more strategic about the content they create.
• [26:25] Randy likes to take time to understand what certain messaging does and doesn’t do.
• [26:50] ConEx is a short form term for “content experience” and it’s also the name of a conference Uberflip puts on every year.
• [29:41] The conference has proven a big undertaking.
• [30:10] It’s hard to figure out how you appeal the people you actually want in the room.
• [30:25] Their first conference had about 200 attendees.
• [32:55] You want to judge the success of a conference by whether it generated opportunities.
• [33:15] $4 Million of customer revenue came from one stop on the conference tour.
• [36:25] One company’s marketing team knew Uberflip from four years earlier, so even though they knew the company, they didn’t know what Uberflip could do.
• [37:00] This is all to say that it’s important to make sure your market knows your current information.
• [39:50] Randy finds it valuable to get facetime with other leaders in the industry.
• [40:20] Randy recommends the book Start with Y, as well as Talk Triggers.

Resources From The Interview:

• Uberflip
• Randy on LinkedIn
• Randy’s Website
• ConEx
• Must-read books:
  • Start with Y
  • Talk Triggers
• Jay Baer

Leave Some Feedback:

• What should I talk about next? Who should I interview? Please let me know on Twitter or in the comments below.
• Did you enjoy this episode? If so, leave a short review here
• Subscribe to Growth Everywhere on iTunes
• Get the non-iTunes RSS Feed

Connect With Eric Siu:

• Growth Everywhere
• Single Grain
• Eric Siu on Twitter