How we think about content.
The value already exists.
Most B2B companies are undervalued by the market, not because the value is not there, but because it never leaves the building. The expertise is real. The customer outcomes are real. The field knowledge is real. It is just trapped in conversations, demos, and relationships that never become content. The work is not to manufacture a story. It is to surface what is already true, with enough structure and consistency that the market can finally see it.
Expertise lives at the edges.
Content should not be owned by one department. Modern B2B media cannot run on one marketing team, one agency, or one calendar. The companies that win activate the people closest to the work: engineers, operators, clinicians, customer teams, and channel partners. A team of five orchestrating five hundred contributors beats a team of fifty trying to do it all themselves.
Governance is what makes UGC work in B2B.
Distributed creation only works when brand standards, approvals, accuracy, compliance, and editorial quality are built into the system. In regulated industries, contribution gets dismissed as risky, and that is exactly the problem we exist to solve. The model is not letting everyone post whatever they want. It is decentralized creation with centralized governance.
Authority compounds.
Campaigns expire. A content library compounds. Authority is built by signal density, not by one polished hero asset. Every customer story, expert perspective, product explanation, and partner insight becomes part of a media system that strengthens search, sales, trust, and AI visibility over time. We would rather build content that looks credible than content that looks expensive. Content is infrastructure, so build it like one.
The market now includes machines.
Buyers still matter. Search still matters. But AI systems increasingly summarize, recommend, and filter what the market sees, and 73% of B2B buyers already use them to research. They reward the same signals buyers do: real language, real specificity, real evidence. The companies with the most distributed, expert-sourced content are the ones AI cites.
Curious if this fits your company?
Send us a few details and we will show you what your expertise looks like as content.
Companies with real expertise need a better way to show it.
Trusted by 500+ B2B brands, including Fortune 500 companies.
We work with teams across industrial, healthcare, technology, education, and complex B2B markets where trust is earned through real work, not slogans. Most B2B software lands an NPS between 20 and 40. Ours is +73, and our clients are how we meet the companies we work with next.
See the results →
Years of growth, by helping companies grow.
We would rather be measured than market ourselves. These independent badges, on revenue, on growth, and on the technology we build on, mark years of helping companies grow.
Built in Dallas. Working everywhere.
Dallas, TX 75202
See how the work gets made
The basics, answered
What is MarketScale?
MarketScale is a B2B content platform that turns the expertise already inside an organization into governed, on-brand media. It captures what customers, colleagues, and channel partners know, then produces and distributes it as video, articles, and other formats that buyers and AI systems can find, rely on, and use. The company was founded in 2015 by Ben Maitland, who leads it today as CEO. It is headquartered in Dallas, Texas, and serves 500+ B2B brands with a customer NPS of +73.
Who is MarketScale for?
MarketScale is built for any B2B team that needs to publish credible, expert-led content at scale without relying on a small in-house group to write it all. Marketing and communications run most programs, but product, operations, HR, sales, and recruiting teams use it too. It fits companies whose real expertise lives with their engineers, executives, customers, and partners, across industries from manufacturing and healthcare to technology and professional services.
How does MarketScale work?
MarketScale activates the experts who already have the answers, captures their knowledge through coached remote and onsite sessions, and uses AI plus human editors to turn each session into multiple finished formats. Everything routes through your approval workflow before it publishes, then distributes across the channels buyers use and gets structured so AI search engines can surface it.
What makes MarketScale different from an agency or a content tool?
MarketScale is the system your content runs on. A point tool gives a team somewhere to type; MarketScale operates the whole pipeline, activating contributors, capturing their expertise, producing governed content, and measuring the visibility and pipeline it drives. Agencies work right alongside it: many create and manage their clients' programs directly on the platform, and we run an agency partner program for firms that want to build on it. A team of five can direct the output of five hundred.