# Get on the UGC Train or Get Left Behind

By Daniel Litwin · Published 2025-04-08 · Updated 2026-06-08 · Professional AV on MarketScale
Canonical: https://www.marketscale.com/industries/pro-av/get-on-the-ugc-train-or-get-left-behind
Creator hub: UGC for B2B

> B2B companies with engaged communities are missing a critical opportunity by not amplifying their customers' authentic voices

## Key points

- UGC is becoming essential in B2B marketing.
- B2B brands can leverage their communities for authentic content.
- Embracing UGC offers a strategic advantage over competitors.

Block Field

In this episode, [Daniel Litwin](https://marketscale.com/daniel-litwin/) and [Emily King](https://www.linkedin.com/in/emily-rector/) break down why user-generated content (UGC) is no longer just a B2C play—it's quickly becoming a must-have in B2B. "We're already here," says Litwin. "This isn't the testing phase anymore. B2B brands need to stop experimenting and start executing."

> B2B brands need to stop experimenting and start executing.

The conversation highlights how many B2B companies already have passionate, knowledgeable communities—what's missing is the voice. King emphasizes the power of tapping into those day-to-day user experiences to create authentic content that actually resonates.

While B2C has long embraced the real, unfiltered voice of the customer, B2B is only beginning to catch up. But for brands that know their audience and understand their challenges, UGC isn't just relevant—it's a strategic advantage.

Bottom line: UGC in B2B isn't a trend. It's the future. And if you're not on board yet, you're already behind.

> UGC in B2B isn't a trend. It's the future. And if you're not on board yet, you're already behind.

Tags: advantage, authenticity, b2b, branding, community, content, customers, engagement, execution, future

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