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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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The high level of patient and physician interest we saw in the trial enrollment further demonstrates the great unmet need in this population for a maintenance treatment option that is safe, effective, long-lasting and convenient.” “We look forward to reporting topline data in the fourth quarter of this year. With these data and the promising results from our Phase 1 DAVIO trial, EYP-1901 will have the largest and most robust dataset of any tyrosine kinase inhibitor (TKI) product in development for wet AMD. These data will inform the design of our pivotal Phase 3 clinical trials and provide optionality as we seek to bring this promising product to patients. I would like to thank our dedicated team of employees and clinical partners, as well as the patients who enrolled in the Phase 1 and Phase 2 EYP-1901 trials and their caregivers for advancing the development of EYP-1901,” continued Ms. Lurker. DAVIO 2 is a randomized, controlled Phase 2 clinical trial of EYP-1901 in patients with wet AMD. Originally designed to enroll 144 patients, the trial enrolled 160 patients in total due to strong investigator and patient interest. All enrolled patients were previously treated with a standard-of-care anti-VEGF therapy and were randomly assigned to one of two doses of EYP-1901 (approximately 2 mg or 3 mg) or an aflibercept control. EYP-1901 is delivered with a single intravitreal injection in the physician's office, similar to current FDA approved anti-VEGF treatments. The primary efficacy endpoint of the DAVIO 2 trial is change in best corrected visual acuity (BCVA) compared to the aflibercept control, six-months after the EYP-1901 injection. Secondary efficacy endpoints include change in central subfield thickness (CST) as measured by optical coherence tomography (OCT), number of eyes that remain free of supplemental anti-VEGF injections, number of aflibercept injections in each group, and safety. “Our ‘Treat to Maintain’ therapeutic approach for EYP-1901 has the potential to transform the wet AMD treatment paradigm, and we are incredibly pleased to complete enrollment with more patients than planned in the DAVIO 2 clinical trial due to high demand to participate from investigators and patients,” said Jay Duker, M.D., President and Chief Operating Officer of EyePoint Pharmaceuticals. “The compelling Phase 1 DAVIO results demonstrate EYP-1901’s potential to transition a majority of patients to an every-six-month treatment for wet AMD, representing a ‘treat to maintain’ therapeutic approach that uses EYP-1901 as a baseline therapy following the use of large molecule anti-VEGFs with the goal of significantly extending the patient’s treatment interval. Based on the extensive prior clinical data evaluating Durasert in four FDA-approved indications, we are confident in EYP-1901’s ability to consistently deliver the active drug, vorolanib, with zero-order drug release kinetics using our bioerodible sustained delivery technology, Durasert® E. In addition, vorolanib brings a new mechanism of action for wet AMD patients and may have additional neuroprotective benefits. We are confident in EYP-1901’s potential to enhance treatment compliance, improve clinical experience and, ultimately, result in better patient outcomes.” About EYP-1901 EYP-1901 is being developed as an investigational sustained delivery treatment combining a bioerodible formulation of EyePoint's proprietary Durasert® delivery technology (Durasert® E) with vorolanib, a tyrosine kinase inhibitor. Positive safety and efficacy data from the DAVIO Phase 1 clinical trial of EYP-1901 showed a positive safety profile with stable visual acuity and OCT. Further, 53% and 35% of eyes did not require any supplemental anti-VEGF injections up to six and twelve months, respectively, following a single dose of EYP-1901. Phase 2 studies are underway for wet AMD and non-proliferative diabetic retinopathy and are planned in diabetic macular edema. Vorolanib is licensed to EyePoint exclusively by Equinox Sciences for the localized treatment of all ophthalmic diseases. About EyePoint Pharmaceuticals EyePoint Pharmaceuticals is a company committed to developing and commercializing therapeutics to help improve the lives of patients with serious eye disorders. The Company's pipeline leverages its proprietary Durasert® technology for sustained intraocular drug delivery including EYP-1901, an investigational sustained delivery intravitreal anti-VEGF treatment currently in Phase 2 clinical trials. The proven Durasert drug delivery platform has been safely administered to thousands of patients' eyes across four U.S. FDA approved products, including YUTIQ® for the treatment of posterior segment uveitis, which is currently marketed by the Company. EyePoint Pharmaceuticals is headquartered in Watertown, Massachusetts.

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BUSINESS INSIGHTS, PHARMACY MARKET

Massive Bio and NeoGenomics Announce Collaboration to Accelerate Oncology Drug Discovery and Improve Patient Care

Businesswire | March 27, 2023

Massive Bio, Inc., a private AI-enabled oncology startup that provides virtual and in-person concierge services for cancer patients, and NeoGenomics, Inc. a leading provider of cancer-focused genetic testing services and global oncology contract research services, today announced a collaboration with the goal of accelerating the development of new cancer therapies and ultimately improving the lives of millions of cancer patients around the world. NeoGenomics will identify patients in real time who may be eligible for clinical trials based on biomarker status. Following initial contact and outreach provided directly from NeoGenomics to the treating physician, Massive Bio will help obtain patient consent and expediate additional screening and potential enrollment. This partnership will help to quickly identify patients eligible for clinical trials and help patients and providers make an informed decision regarding their potential treatment avenue. By combining their respective strengths in biomarker testing, data analysis, machine learning, and biomarker and genomic profiling, the collaboration between NeoGenomics and Massive Bio have achieved a significant milestone in the oncology industry. "Our mission at Massive Bio is to provide cancer patients with the best possible care and treatment options,” said Selin Kurnaz, PhD, CEO and co-founder of Massive Bio. “By partnering with NeoGenomics, a leading player in the cancer diagnostics industry that shares Massive Bio’s commitment to advancing cancer research and improving patient outcomes, we can leverage their expertise in oncology diagnostics to accelerate the identification of patients who may be eligible for clinical trials." “NeoGenomics’ advanced diagnostic tools and U.S. footprint, combined with Massive Bio's AI capabilities and concierge services in oncology, will enable us to match patients to clinical trials faster and more efficiently, resulting in improved outcomes and reduced costs,” said Vishal Sikri, President of the Advanced Diagnostics Division of NeoGenomics. “We are thrilled to partner with Massive Bio to advance precision medicine and improve the delivery of healthcare services to patients, pharmaceutical partners, and healthcare providers." Dr. Arturo Loaiza-Bonilla, MD, co-founder and Chief Medical Officer of Massive Bio, added, "This collaboration between NeoGenomics and Massive Bio will enable us to provide patients with personalized care and support throughout their cancer journey, and move the needle forward in precision oncology and research." AboutMassive Bio Massive Bio empowers cancer patients to find their best treatment options, using artificial intelligence to improve equitable access and precision targeting for clinical trial matching, drug matching, and drug development. Massive Bio combines its best-in-class AI platform with technology-enabled services to remove barriers in clinical trial enrollment, value-based oncology decisions, and data-driven cancer treatment. The company serves more than two dozen pharmaceutical companies, contract research organizations, and hospital networks, and has been awarded an SBIR contract by the National Cancer Institute. Massive Bio was founded in 2015 by clinical, technology, and M&A executives, and has a global presence with nearly 100 people in 12 countries.

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BUSINESS INSIGHTS, PHARMA TECH

Simulations Plus Enters New Strategic Collaboration to Discover Anticancer Therapies Through Its AI-Driven Drug Design Technology

Businesswire | March 29, 2023

Simulations Plus, Inc. a leading provider of modeling and simulation software and services for pharmaceutical safety and efficacy, today announced that it established a strategic research collaboration with the Sino-American Cancer Foundation (SACF). This collaboration will leverage Simulations Plus’ staff and Artificial Intelligence-driven Drug Design technology in the ADMET Predictor® software platform to support the discovery and design of novel inhibitors of methylenetetrahydrofolate dehydrogenase 2 (MTHFD2), an emerging cancer target. Per the terms of the collaboration, Simulations Plus will develop quantitative structure-activity relationship (QSAR) models for efficacy against MTHFD2, using information from SACF as well as academic and patent literature. The biologists, computational and medicinal chemists in the Early Drug Discovery Services team at Simulations Plus will work with the researchers at SACF to define the multi-objective parameters against which the lead molecule(s) will be optimized. The new AIDD Module in ADMET Predictor® will then be employed to generate libraries of virtual compounds that are optimized for potency and other chosen parameters. The teams will select promising candidates for synthesis and testing, and ensuing rounds of QSAR model building and AIDD optimization will be performed until the milestone criteria in the collaboration agreement are achieved. “We value the trust and confidence SACF has in our team and AI technology to complement and accelerate conventional drug design and lead optimization processes,” said Dr. Jeremy Jones, Principal Scientist at Simulations Plus and project lead. “By combining their drug discovery expertise with our algorithmic and data science know-how, we are confident we will successfully support their hit-to-lead target development activities.” As part of this agreement, SACF will provide upfront funding to Simulations Plus to design a set number of compounds for efficacy against MTHFD2 which will be exclusive to SACF. Subsequent milestone payments will be made as key research and development goals are met. “SACF has had an active interest in AI for de novo design for some time, and we have found a trusted partner in Simulations Plus to help us integrate this into our research,” added Dr. Frank Luh, CEO of SACF. “Scientists from the two organizations will work side-by-side to combine SACF’s data with all that Simulations Plus offers to identify the next generation of compounds that could help in the treatment of cancer.” John DiBella, SLP Division President, said, “The Early Drug Discovery Services offering at Simulations Plus is tailor made for this type of partnership, where our team of experts, including computational, medicinal, and cheminformatics specialists, provide end-to-end AI-driven drug discovery and optimization support to complement the SACF team. Simulations Plus continues to invite future collaborations which benefit organizations and, most importantly, the global communities we serve.” About Simulations Plus, Inc. Serving clients worldwide for more than 25 years, Simulations Plus is a leading provider in the biosimulation market providing software and consulting services supporting drug discovery, development, research, and regulatory submissions. We offer solutions that bridge machine learning, physiologically based pharmacokinetics, quantitative systems pharmacology/toxicology, and population PK/PD modeling approaches. Our technology is licensed and applied by major pharmaceutical, biotechnology, and regulatory agencies worldwide.

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