Interview with Yoav Schwartz, CEO, Uberflip

Tell us about your role and journey into Content Experience. What drove you to establish Uberflip?

Randy Frisch (CMO and Co-Founder) and I started Uberflip with a clear goal to simplify the web for marketers, helping them create beautiful, trackable web experiences from their content without needing to involve IT. That’s paved the way to where we are today — the core message is still the same, we’re just doing it at a much higher level of sophistication.

What makes the current Content Experience sphere exciting?

Whether you’re selling insurance, technology or anything in between, marketers’ ability to engage with their prospects in personalized ways makes all the difference between failure and success. Buyers are self-educating themselves more and more, and at the heart of that lies their experience with content. At every stage of a buyer’s journey, content plays an integral role in their decision making. These are exciting times for marketers, and in turn, exciting for us in the Content Experience world.

How do content experiences change according to the industries you cater to?

Personalization is at the core of an effective content experience. There’s obviously value to catering to an industry, but with the rise of Account-Based Marketing, we need to go beyond the industry and hone in on the specific accounts we’re targeting, and eventually down to the individuals within those accounts. Creating one-size-fits-all experiences is a thing of the past. We’re all in a race towards uniquely personalized experiences.

How does Uberflip ensure accurate Content Experience to everybody involved?

As a Content Experience Platform, it’s critical that we’re at the top of our game. We made an investment in people, namely our Director of Content Experience, whose entire job is to ensure we excel at creating great experiences with our content, both for our visitors and future customers, as well as showcase to our customers how they can up their game.

What do you think is more important – building a great product or keeping your customers happy?

Customer satisfaction is often times product development. But it’s important to strike a balance and not overemphasize customer satisfaction if it’s short-sighted and will lead to either fewer satisfied customers down the line, or worst case, fewer customers. The innovator’s dilemma is always a good reminder of this balance.

What startups in the technology industry are you watching keenly right now?

I’m particularly interested in data companies like Bombora, Demandbase and 6sense. They’re tasked with providing the data that makes personalization viable, but at the same time face tremendous hurdles to ensure people’s privacy rights are maintained. I’m fascinated by the predictive capabilities these companies have developed.

What Marketing and Sales Automation tools and technologies do you currently use?

Our stack includes Marketo for marketing, Salesforce and Salesloft for sales, and Gainsight for customer success.

Could you tell us about an outstanding digital campaign?

In today’s world, marketers know that producing content isn’t enough. If you’re going to continue to invest in creating content, you need to do more to ensure it performs. We, at Uberflip, have been preaching content experience as the secret sauce that will boost content engagement, net higher conversion rates, and blow our customers’ competition out of the water since our inception. We knew we had to get the data to back up our claims on content experience.

In the first report of its kind, The Content Experience Report shows marketers what’s possible when they focus on their content experience. Rather than using survey responses to report on what marketers say they do, we combed through actual user data from our customers — B2B marketers — and we found eight impressive insights marketers could use to improve marketing results.

This mammoth 85-page report did double duty as both a thought leadership report that helped generate media buzz and build category awareness and a bottom-of-the-funnel asset for sales to help prove the validity of not just the category of content experience, but of Uberflip as a content experience platform.

Some of the findings included:

• Using a CTA overtop of your content netted a whopping 17% conversion rate — 7 times the industry average.
• Placing content in more than one place increased your content views by 8 times on average.
• Personalized recommendations using AI increased the likelihood a visitor would consume more content by 65%.

How do you prepare for an AI-centric world as a business leader?

The way we’ve prepared ( I’ve suggested others follow suit) is by heavily investing in our own AI capabilities. For us it was a clear and obvious path — leverage AI to fuel content recommendations, which lead to more personalized experiences. AI is now table-stakes — it’s not a product on its own, but rather a technique that can enhance the usability and scalability of any product or service.

How do you inspire your people to work with technology?

We are all looking to increase our efficiency and effectiveness. Technology is an enabler, not the solution. People come first, but technology can certainly help us be better at our jobs.

One word that best describes how you work.

Harmoniously

What apps/software/tools can’t you live without?

Chrome, Slack, Google Apps and of course, Uberflip.

What’s your smartest work-related shortcut or productivity hack?

Give those that you trust full autonomy and get out of their way.

What are you currently reading?

I’m not a big book reader but I do read WIRED magazine every month. I also consume a lot of articles online — from no particular source.

What’s the best advice you’ve ever received?

Wow. Tough one. Probably somewhere along the lines, someone told me to do what I love and the rest will follow. So true.

Something you do better than others — the secret of your success?

I think I’m particularly good at being flexible with my time. I’m able to ignore external pressure to do what I “should” be doing in order to do the things I believe can help Uberflip grow.

Tag the one person in the industry whose answers to these questions you would love to read?

Paul Teshima, CEO at Nudge.ai

Thank you, Yoav! That was fun and hope to see you back on MarTech Series soon.