Case Study: AMAG Expands Global Sales with UGC Coaching

Key Takeaway: AMAG turned camera-shy sales reps into global brand storytellers in one training.

Executive Summary

AMAG partnered with MarketScale for tailored workshop-style coaching sessions to equip its international sales team with new tools for authentic, video-driven communication. The initiative focused on user-generated content (UGC), enabling employees to record and share their own stories, humanize the brand, and strengthen customer relationships across markets. Through MarketScale Studio and guided training, AMAG’s team embraced a culture shift toward openness, authenticity, and connectedness that is already reshaping how they engage with partners worldwide.

Company Overview

Company: AMAG

Industry: Security and Access Control Solutions

AMAG is a global leader in unified security solutions, providing advanced access control, video management, and identity management technologies. With a strong international footprint, AMAG supports organizations in protecting people, assets, and reputations through integrated security ecosystems. According to AMAG’s corporate materials, its offerings span enterprise, education, healthcare, and critical infrastructure sectors.

The Challenge

As AMAG expanded globally, the company recognized that traditional, centralized marketing was not enough to build trust and credibility in local markets. The challenge was twofold:

• Communication Gap: Sales and marketing teams needed to feel confident creating authentic, human-first content that resonates with customers.
• Brand Humanization: AMAG sought to strengthen relationships across borders by showcasing the voices of its own employees, rather than relying solely on polished, corporate messaging.

The UGC Strategy

MarketScale identified an opportunity to position AMAG’s sales professionals as trusted storytellers. The strategy centered on four levers:

• UGC and Peer-Led Storytelling: Empowering employees to create content in their own voices, highlighting expertise and personality.
• Hands-On Training: Team-specific, workshop-style coaching sessions built from the ground up for AMAG's international sales team. Led by MarketScale’s Logan King and Daniel Litwin, sessions focused on building confidence in front of the camera and making UGC feel practical, applied, and in service of the team's existing sales goals.
• Technology Integration: Leveraging MarketScale Studio to simplify content creation and distribution across AMAG’s global footprint.
• Community Amplification: Encouraging team members to share content widely, activating authentic peer-to-peer communication.

Campaign Execution

1. International Sales Team TrainingMarketScale conducted a live training session with AMAG’s international sales team, providing practical exercises in video storytelling.Participants recorded video segments and practiced framing messages for customers and partners.
2. Confidence BuildingTraining emphasized comfort on camera, authenticity in delivery, and shifting away from purely corporate scripts.Teams learned to humanize their messaging and embrace a culture of openness.
3. Culture Shift at ScaleThe initiative sparked a broader mindset change inside AMAG, described by Kim Rahfaldt, APR, Public Relations, Communications & Marketing Leader, as “a big shift in AMAG’s culture toward being more open, authentic, and connected” (LinkedIn post, 2025).
   

Results & Impact

• Behavioral Adoption: Sales teams across regions stepped outside their comfort zones and began creating video-driven content.
• Cultural Shift: AMAG employees embraced video as a tool for building trust and strengthening relationships across the globe.
• Humanized Brand: By featuring employees’ authentic voices, AMAG moved closer to its goal of being seen as approachable, transparent, and connected.
• Leadership Alignment: Senior leaders credited MarketScale for guiding the team through a transformative experience that blends professional development with cultural evolution.

Lessons Learned

• UGC builds trust faster than traditional, top-down marketing.
• Training and coaching are critical for empowering non-marketers to create effective content.
• Cultural transformation often begins with small shifts in behavior, like employees getting comfortable on camera.
• Decentralized content strategies scale authority across global markets.

“This training is more than just learning how to record videos. It’s about transforming how we communicate, humanizing our brand, and strengthening relationships across the globe.” – Kim Rahfaldt, APR, Public Relations, Communications & Marketing Leader, AMAG

Conclusion

Through MarketScale’s custom coaching workshops, AMAG’s international sales team took a decisive step toward modern, decentralized communication. By embracing UGC and authentic storytelling, AMAG is not only enhancing relationships today but also setting a foundation for long-term authority and trust in global markets.