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Ways We Work

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Francois Mathieu

Startup marketer at Uberflip

Francois Mathieu is the Inbound Marketing Manager at Uberflip, a content automation software company based out of Liberty Village in Toronto. Before entering Startupland, he navigated the world of banking where he held positions on various sales and marketing teams. He’s interested in all things startups and enjoys traveling to large cities. Keep up with his writing at

What do you do?

I’m the Inbound Marketing Manager at Uberflip. Even though the title can mean anything and everything, I mainly focus on implementing lead generation initiatives and managing our marketing automation program.

On the lead generation front, my goal is to put the right content and resources in front of the best audience possible. Most of the inbound interest for our company and product is generated through the content we create and distribute. My job is to capture that interest and turn it into tangible leads for our sales team.

This is where marketing automation comes into play. I manage our marketing automation software to create landing pages and forms that collect contact information. I also set up email marketing campaigns that provide value for our subscribers. I accumulate a lot of data over time that allows me to segment our database of contacts and identify which businesses are ripe for a conversation with our sales team.

What do you find most rewarding about your role? Most challenging?

The benefit of selling software online is that most of the buying process is traceable. When deals close, it’s rewarding to see that the content and resources put together by the marketing team play a major role in attracting prospects. Ultimately, the right interactions at the right time convert the prospects into sales opportunities.

The most challenging part of the job is deciding where to put my efforts. There is an unlimited number of initiatives that could be started at any time, and it’s always possible to optimize what’s already in place. I can only pick a handful of ideas to test, by prioritizing those that might have the most impact on the bottom line.

How do you stay up to date with trends in your industry/field?

I consume a lot of content from blogs and social media (Twitter mostly). For marketing related content, I find most articles by visiting link sharing communities like and GrowthHackers. Since I’m also very interested in startups and tech in general, I’m subscribed to a few daily newsletters like Mattermark, Quibb, and Product Hunt.

What are your top five applications or programs?

It’s hard to narrow it down, but here’s where I spend the most time:

Uberflip: Publish blog posts and capture leads through calls-to-action.

HubSpot: Create landing pages, emails, and manage contacts.

Google Analytics: Analyze traffic sources and trends.

KISSmetrics: As they say, "Google Analytics tells you what happened. KISSmetrics tells you who’s doing it."

MS Excel: I can’t live without spreadsheets.

Best way to stay on top of email?

My personal system is to manage emails as they come, and to never ever let them take over. I archive what I've read, and only keep emails that need a response or action in the inbox. As a rule of thumb, I try to keep each of my personal and business inboxes to a single page.

Since we have a few email groups set up at work, I make sure that everything that doesn’t need my attention enters Gmail as read in a separate folder. That way I can easily search and find these emails when I need them but I never have to worry about them sitting in my inbox. I also removed all email notifications on my phone so I only check emails in my time.

What is your best time-saving trick?

I consume a lot of content every day, but I don’t have much time to stop, sit and read. I save the most interesting articles to Pocket and use the text-to-speech feature to listen to them while I’m on the go. I listen to approximately 10 articles every day while walking, standing on the street car, or waiting in line for lunch.

One non-tech thing you can’t live without?

Pretty much everything that I enjoy doing is related to tech to some extent, whether it’s shooting Instagram photos, reading on my phone, or watching Netflix. But one non-tech thing that I can’t live without is vegan food. One of the best parts is going out to try out new vegan dishes and restaurants.

What does your workspace look like?

Uberflip’s current office is located at the Toronto Carpet Factory, in Liberty Village. It is an open space environment in an old, rustic building. I don’t like knick knacks, so my own desk is usually clear of anything but a laptop and a cup of tea. In terms of hardware, anything but a Mac will do.

Structure of your typical day, how do you divide your time?

I start the day by looking at my Trello to identify projects that are due soon, like a landing page, an email template, or a blog post. Once I am free of deadlines, I focus on high impact activities like increasing a conversion rate, or optimizing a process to funnel qualified leads more efficiently.

I usually take short breaks every 20 to 30 minutes to monitor what is happening in real time. That can be looking at which of our content is being shared or mentioned, or what is trending in the industry in general. Sometimes I use that short break to kill a few emails so they don't add up.

What is the greatest piece of career advice/wisdom you've ever received?

Don’t be satisfied with best practices and industry standards. Find ways to innovate within your field and adapt to new realities.

Who would you like to see featured on Ways We Work?

I would like to read how Amrita Chandra, Head of Marketing at Normative works.