Avoiding the go-to-market trap — Randy Frisch // Uberflip
Randy Frisch
Uberflip
- Part 1 Avoiding the go-to-market trap — Randy Frisch // Uberflip
- Part 2What does personalization actually mean — Randy Frisch // Uberflip
- Part 3Marketing to self-educated buyers — Randy Frisch // Uberflip
Show Notes
-
02:17Randys stance on content marketing these daysRandys frustration with content marketing is that a significant amount of created content never gets used. We must ensure that the appropriate content is reaching the right audience at the optimal time through effective go-to-market strategies.
-
03:52The relationship between content and goIn general, the focus is understanding who your buyer is and grabbing their attention through the right channels. Whats often ignored is providing the right content and calls to action after their attention has been captured.
-
05:51The importance of personalization and relevant content in B2B marketingIn terms of personalization, its critical to create a seamless connection between the ad and the customer experience. In B2B, its important to solve the customer's problems and have relevant content, as customers will quickly move on if these criteria are not met.
-
08:05Connecting the marketing and sales experience on your websiteMartech solutions like CDPs can be used to gather data and target accounts. But, it boils down to using a content experience platform to make it easier to curate assets and tailor them to the specific account.
-
10:28Why you should be tagging your contentContent must be tagged and organized in such a way that it is easy to find for SEO purposes and internal stakeholders. By doing so, its easier to surface the right content for potential buyers either manually or with AI recommendations.
-
12:48Balancing content and direct sales interactionUltimately, it comes down to the desire of the buyer. Whats most important is to provide the right type of content at each stage of the buying journey, recognizing that buyers often prefer to work independently and conduct research on their own.
Quotes
-
"My trouble with content marketing was not whether we should create it or not. It was the frustration that almost 70% of content created often never gets used." -Randy Frisch, President, Uberflip
-
"It's not enough to create content. We have to make sure we get the right content in front of the right audience at the right time, which is all about go-to-market motion." -Randy Frisch, President, Uberflip
-
"When we talk about personalization, people want to know that you have the right ability to solve for them. Do you have the content? If you've got it, they'll stick around and ask for more." -Randy Frisch, President, Uberflip
-
"A CMS is great for an overview of our company. But when it comes to surfacing the right content at the right moment, that's where a content experience platform comes into play." -Randy Frisch, President, Uberflip
-
"Don't keep on creating content if you're not going to use it effectively." -Randy Frisch, President, Uberflip
-
"You have to organize and tag your content in a way it can be found. I'm not just talking about tagging from an SEO perspective. I'm also talking about tagging from an internal stakeholder perspective." -Randy Frisch, President, Uberflip
-
"I always turn to a stat from Gartner that says, 82% of the buyer journey is handled independently of talking to sales." -Randy Frisch, President, Uberflip
- Part 1 Avoiding the go-to-market trap — Randy Frisch // Uberflip
- Part 2What does personalization actually mean — Randy Frisch // Uberflip
- Part 3Marketing to self-educated buyers — Randy Frisch // Uberflip
Up Next:
-
Part 1Avoiding the go-to-market trap — Randy Frisch // Uberflip
Randy Frisch, Chief Evangelist, Co-Founder, and President of Uberflip, talks about how your company can avoid falling into a promotional trap. Consumers today have come to expect personalization when dealing with businesses, but if you don’t have the right content to solve their problems, they’ll move on to the next website. Content marketing’s biggest issue currently is that content isn’t being used effectively to push prospects through the buyer journey. Today, Randy discusses how to avoid the go-to-market trap.
-
Part 2What does personalization actually mean — Randy Frisch // Uberflip
Randy Frisch, Chief Evangelist, Co-Founder, and President of Uberflip, talks about how your company can avoid falling into a promotional trap. Due to the high levels of personalization provided by platforms such as Netflix, Spotify, and Amazon, consumers now expect a similar level of personalization from B2B and B2C brands. To meet these expectations, companies need to adapt by providing relevant and personalized content that can guide consumers through the buying journey. Today, Randy discusses what personalization actually means.
Play Podcast -
Part 3Marketing to self-educated buyers — Randy Frisch // Uberflip
Randy Frisch, Chief Evangelist, Co-Founder, and President of Uberflip, talks about how your company can avoid falling into a promotional trap. Self-educated buyers now conduct independent research before contacting sales reps. Thus, it's crucial for marketing and sales teams to coordinate their content efforts to attract and guide these buyers through the sales funnel. Today, Randy discusses marketing to self-educated buyers.
Play Podcast
