Uberflip turns the page on a new cornerstone in content experience

Barb Mosher Zinck Profile picture for user barb.mosher March 31, 2023
Uberflip needed to evolve to meet changing needs. Here's how it plans to do so.

turning page

Uberflip is stepping outside its comfort zone with the introduction of a new Pages tool. Yes, the firm helped build web pages before, but this tool is about creating relevant, single-page content experiences at scale, with the firm declaring that the new offering is going to be cornerstone of how people think about it in the future. 

Uberflip provides a content experience platform that helps companies assemble their marketing assets into some type of resource. Initially, the primary use case for Uberflip was the resource hub on the website. (Well, it was PDFs at the beginning, but that’s going way back).

Then, companies started using Uberflip to create curated pages for marketing campaigns. For example, an ad on Linkedin or an email campaign that drives people to a landing page with specific content for that campaign. These pages were pretty basic. They showed the content assets filtered in whatever way the company wanted for the customer, segment, or persona viewing it.

But then customers started asking for more. They wanted to include things like a custom paragraph, a conversion opportunity (different from the CTAs offered), a value prop, or product info. 

To support these growing demands, Uberflip ended up doing custom coding. This process might have been fine to start, but Frisch noted two challenges:

  1. The Uberflip team had to help them build the page.
  2. It took too long, and they built multiple variations (one-off web pages).

Uberflip Chief Evangelist Randy Frisch says that the company realized that it needed to build something that would put the power back into the hands of their customers and let them create relevant experiences at scale and in minutes with no code.

Enter Uberflip Pages

As the company worked to support the demand for more custom pages from customers, Uberflip considered several options. Frisch said the firm asked customers why they weren’t using their content management system to create custom pages. The response was that most marketers don’t have access to the CMS or couldn’t embed the Uberflip experience as easily as they wanted. They suggested offering an embed for an Unbounce landing page, but customers said they couldn’t personalize the page or it wasn’t account-driven. Customers also said they wouldn’t get the insights they needed at the account level. 

So the decision was to create a tool that empowered customers to create the landing page they need, including custom components alongside content marketing assets. That tool is Uberflip Pages, a drag-and-drop page builder that includes components, buttons, form and link CTAs, and media. 

Frisch outlines three different ways to leverage Uberflip Pages:

  • Top of the funnel - The company knows a little about the account through an ABM integration (e.g., website traffic, intent signals), so they can make basic changes on the fly, including the logo, industry, background image, etc.
  • Middle of the funnel - People have identified themselves. Companies can use the Query String Personalizer App from the Uberflip Marketplace to create a single URL with parameters that leverage first-party data to display a personalized page with filtered content.
  • Bottom of the funnel - This is where Uberflip’s Sales Product comes into play, and Frisch said Pages is less of why they are building pages. However, you can see how a salesperson can leverage Pages to create personalized account pages for accounts they are working with (like Drift’s deal room), but there would be a lot more manual effort in this case.

Frisch says: 

What we find is that the deeper someone gets in a funnel, the more specific and the more kind of art, if you will, versus science that you start to lean forward.

Why now?

A resource page is good; every website has some form of one. And that won’t change. But when trying to create highly relevant and personalized experiences, you need to drive people to something more. That’s where these curated web pages come into play. Destinations, as Frisch refers to them. And that's why Uberflip is doubling down on supporting their creation. 

My biggest question to Frisch was, why now? Uberflip has been helping customers build pages for a few years, so why has it taken so long to create a page builder tool that supports all these custom requirements? 

Frisch points to the fact that Uberflip has integrations with ABM platforms like Demandbase, 6sense, and Terminus to enable part of the page experience that customers wanted, but the firm just didn’t have it all. It could automatically determine the content to serve to a page for an account or an industry based on a combination of rules and AI and the data from these ABM platforms. And it could put the account logo on the page and do a few other things, but it couldn’t create highly relevant and personalized pages. 

Pages is the evolution of that capability into something productized and entirely in the customer’s control.

Uberflip Pages is the biggest product adaptation the company has done since it started in 2012. Work  started on building it eighteen months ago, and it’s entirely new for the company. Before, it was only hosting assets; now, it is hosting the entire web page and everything on it. That’s a huge change in operations for the company, so it is taking their time to do it right.

Marketers will be able to run complex campaigns from day one with Pages, but it will be an evolving product with things like full-fledged digital asset management (and integration with DAM providers) and personalization on the roadmap. They are also looking at surfacing page analytics directly within other systems like CRM, marketing automation, and CDP platforms. 

Frisch argues that the most valuable data is activity data: 

There’s nothing more telling than the content you choose to read.

Pages is in a limited beta right now,  expected to go GA this summer.  

My take

Marketing is constantly evolving, which is why so many new products and technologies appear yearly to support new and old strategies and tactics. A vendor that doesn’t evolve will find itself in deep trouble. 

I think Uberflip needed to evolve. Resource hubs are good, but you don’t see marketers driving people to their resource pages in their demand and lead gen programs. It’s also true that sending someone to a single resource doesn’t make sense because people consume more than one asset before they put a vendor on their shortlist. 

Yes, there are landing page tools and content management tools that you can use to build multi-asset pages, but it’s usually a manual effort to build one-off pages, and the analytics don’t give you all the information you need to make better decisions about the account.

Uberflip has an opportunity to provide companies with these scalable content experiences that are personalized and relevant. It’s a tool that is simpler than a Web CMS but more robust in terms of data integrations and analytics. The key may be getting it to market with all the functionality needed before someone else does.

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