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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TherapeuticsMD Announces Definitive Agreements to License its Products to Mayne Pharma

TherapeuticsMD, Inc. | December 05, 2022

TherapeuticsMD, Inc. an innovative, leading women’s healthcare company, announced that it has entered into definitive agreements to license its products to an affiliate of Mayne Pharma Group Limited an ASX-listed specialty pharmaceutical company focused on commercializing novel and generic pharmaceuticals, for commercialization in the United States. In addition, TXMD has agreed to sell certain assets to Mayne Pharma to allow Mayne Pharma to commercialize the products. At closing of the transaction, TXMD will receive an upfront cash payment of $140.0 million for the license grant and sale of certain assets, plus an additional approximately $13.1 million, subject to customary adjustments, for acquired net working capital. In addition, TXMD will receive a 20-year royalty stream tied to Mayne Pharma’s net sales of the products. The upfront payment to be made by Mayne Pharma, along with cash on hand, will allow TXMD to repay its outstanding indebtedness with Sixth Street Partners and to redeem its outstanding preferred equity, with TXMD continuing as a pharmaceutical royalty company with the potential to create value for stakeholders over time from the resulting net cash flows. "After completing a thorough evaluation of several strategic alternatives, our Board of Directors concluded that this transaction with Mayne Pharma would create the most value for TherapeuticsMD’s stakeholders. This transaction will allow us to repay in full our debt to Sixth Street Partners and redeem our preferred stock from Rubric Capital Management, while also establishing a future royalty revenue stream for our common shareholders. We believe that Mayne Pharma has the experience necessary to fully realize the promise of our products as we work together to improve patient care.” The Honorable Tommy Thompson, Executive Chairman of TherapeuticsMD Upon completion of the transaction, which is subject to expiration or termination of the waiting period under the Hart-Scott-Rodino Act of 1976, Mayne Pharma will be responsible for development, regulatory filings, manufacturing, and commercialization of the Products. TXMD will receive an upfront payment of $140.0 million for the sale of the assets and the grant of the licenses, plus a payment of approximately $13.1 million for the acquisition of net working capital, subject to certain customary adjustments. In addition, Mayne Pharma will make one-time, milestone payments to the Company of (i) $5.0 million if aggregate net sales of all Products in the United States during a calendar year reach $100.0 million, (ii) $10.0 million if aggregate net sales of all Products in the United States during a calendar year reach $200.0 million and $15.0 million if aggregate net sales of all Products in the United States during a calendar year reach $300.0 million. Further, Mayne Pharma will pay to the Company royalties on net sales of all licensed Products in the United States at a royalty rate of 8.0% on the first $80.0 million in annual net sales and 7.5% on annual net sales above $80.0 million, subject to certain adjustments, for a period of 20 years following the closing. The royalty rate will decrease to 2.0% on a Product-by-Product basis upon the earlier to occur of the expiration or revocation of the last patent covering a Product and a generic version of a Product launching in the United States. Mayne Pharma will pay to the Company minimal annual royalties of $3.0 million per year for 12 years, adjusted for inflation at an annual rate of 3%, subject to certain further adjustments. In connection with entering into the transaction, the lenders and administrative agent under the Company’s Financing Agreement with Sixth Street Partners have agreed to extend the maturity date of the Financing Agreement to December 31, 2022, allowing the Company to complete the transaction with Mayne Pharma on or before that date. The maturity date of the Financing Agreement may be further extended to January 31, 2023, upon payment of an amendment fee, in the event the definitive agreements in connection with the transaction remain in effect and the waiting period under the HSR Act has not expired or terminated. The Company will retain its existing licensing agreements with Knight Therapeutics, Inc. and Theramex HQ UK Limited. The transaction is not subject to any financing conditions and is expected to close at the end of 2022, pending satisfaction of customary closing conditions. About TherapeuticsMD, Inc. TherapeuticsMD, Inc. is an innovative, leading healthcare company, focused on developing and commercializing novel products exclusively for women. TherapeuticsMD’s products are designed to address the unique changes and challenges women experience through the various stages of their lives with a therapeutic focus in family planning, reproductive health, and menopause management. TherapeuticsMD is committed to advancing the health of women and championing awareness of their healthcare issues.

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BUSINESS INSIGHTS

Silo Pharma Issues Letter to Shareholders Detailing Progress on Pipeline Assets Combining Traditional Therapeutics with Psychedelic Medicine

Silo Pharma, Inc. | December 02, 2022

Silo Pharma, Inc. a developmental stage biopharmaceutical company focused on merging traditional therapeutics with psychedelic research, today issued a letter to shareholders highlighting the Company’s progress and potential for its portfolio of novel, IP-protected technologies and assets developed in collaboration with world-class medical research partners. The letter, in its entirety, is reprinted below. Dear fellow Silo Pharma shareholders, The healthcare market continues to build momentum as science and technology lead to new developments for therapeutics. Nowhere is this more evident than in the growing body of scientific research supporting the therapeutic potential of psychedelics. More than ever, alternative new therapies for numerous diseases and mental health disorders are needed to address the health challenges of today. Our Company, Silo Pharma, Inc. is working diligently to make further advances in the medical and psychedelic space. To date, the research conducted has shown encouraging promise in the delivery, efficacy, and safety of our pipeline therapeutics and technologies. This has been an exciting year where we have achieved numerous milestones and anticipate upcoming updates as our pipeline progresses. The purpose of this letter is to provide shareholders with an update on our current business. With over $12 million in cash, we are prepared to advance our pipeline, and believe, with our strong balance sheet, no debt, and recent listing on Nasdaq, that we are in a position to further advance the Company and create shareholder value. Valuable Intellectual Property and Collaboration We are focused on advancing traditional therapeutics with psychedelic research to treat underserved large markets. We believe that our novel IP-protected technologies and assets, developed in collaboration with world-class medical research partners, offer disruptive market potential. The unique assets in our portfolio are well protected with issued and numerous provisional patents pending. We obtained these assets through exclusive drug development collaborations, including a joint venture with Zylö Therapeutics, Inc.; a license and option agreement and an investigator-sponsored study agreement with the University of Maryland, Baltimore; a sponsored study agreement and a licensing option agreement with Columbia University; and a sponsored research agreement with the University of California, San Francisco. About Ketamine Ketamine is an FDA-approved fast-acting general anesthetic administered through intravenous injection or nasal spray. Scientific research has shown that ketamine’s interactions with certain brain chemicals may be connected to its pain management, anti-inflammatory, and antidepressant effects. Since 2000, increasing research on ketamine has demonstrated significant results as a treatment for pain conditions including chronic neuro-inflammatory disorders and for mood disorders including depression, PTSD, and anxiety. About Psilocybin Considered a serotonergic hallucinogen, this substance is an active ingredient in some species of mushrooms. While classified as a Schedule I controlled substance under the Controlled Substances Act there is an accumulating body of evidence that psilocybin may have beneficial effects on depression and other mental health conditions. The U.S. Food and Drug Administration and the U.S. Drug Enforcement Agency have permitted the use of psilocybin in clinical studies for a range of psychiatric conditions. About Silo Pharma Silo Pharma. Inc. is a development-stage biopharmaceutical company focused on merging traditional therapeutics with psychedelic research for people suffering from indications such as PTSD, Alzheimer’s disease, and other rare neurological disorders. Silo’s mission is to identify assets to license and fund the research which we believe will be transformative to the well-being of patients and the healthcare industry.

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