Articles

Why Some B2B Tech Products Fail: Ignoring UGC Insights

B2B tech companies invest heavily in product development, customer research, and strategic marketing. Yet despite these efforts, some products still fail to gain traction. While companies may attribute this failure to factors like competition, pricing, or sales execution, a critical—and often overlooked—culprit is ignoring user-generated content (UGC) insights.In an era where business decision-makers rely on peer recommendations, industry discussions, and online reviews before committing to a so

March 5, 2025

10 UGC Growth Tactics B2B Companies Are Ignoring

User-generated content (UGC) isn’t just for B2C brands. In fact, B2B companies can harness UGC to build trust, enhance credibility, and accelerate growth. Yet, many are still underestimating its power. Here are 10 UGC-driven growth tactics that B2B companies should start leveraging today.1. Customer Testimonials as Social ProofPotential clients want to hear from those who have already experienced your solution. Feature video testimonials on your website, LinkedIn, and sales pages to showcase rea

March 4, 2025

From Autopilot to Impact: B2B Execs Use UGC to Stay Relevant

Why Modern Leaders Are Embracing UGC on LinkedIn, Podcasts, and Industry DiscussionsFor years, B2B executives have relied on polished corporate messaging, press releases, and controlled PR strategies to build their thought leadership. But in today’s fast-moving digital landscape, that approach is no longer enough.Executives who want to stay relevant, build influence, and engage their audiences are now turning to user-generated content (UGC)—leveraging platforms like LinkedIn, podcasts, and indus

March 3, 2025

Why B2B Buyers Trust UGC More Than Marketing & How to Use It

The Power of Trust in B2B PurchasingB2B buyers today are more skeptical than ever. Traditional marketing messages, no matter how well-crafted, often fail to resonate because buyers know they come from a biased source. Instead, decision-makers turn to user-generated content (UGC) for real-world insights from their peers. Research shows that 92% of B2B buyers trust peer recommendations and reviews more than branded content.In today’s digital marketplace, buyers conduct extensive research before ma

February 28, 2025

From Control to Community: Why Big Brands Must Embrace UGC

In MarketScale’s latest episode of UGC For B2B, From Control to Community: Why Big Brands Struggle with UGC, Alice Iversen and Bridget Benedetti explore one of the biggest shifts happening in marketing today: the transition from brand-controlled messaging to community-driven influence.User-generated content (UGC) is no longer just a marketing experiment; it’s an essential strategy. Customers trust real voices over corporate messaging, and brands that fail to adapt risk losing relevance.Why Brand

February 27, 2025

From Lead to Fan: How UGC Drives the Modern B2B Journey

B2B marketing has long relied on carefully curated content, polished product messaging, and highly structured campaigns. But today’s buyers—empowered, skeptical, and community-driven—are engaging with brands in a way that defies traditional marketing playbooks. Decision-makers are no longer just looking for case studies or sales decks; they want to hear from their peers, see real-world success, and engage with content that feels authentic.B2B user-generated content (UGC) has emerged as the answe

February 26, 2025

The Secret to B2B Virality: How UGC Changes the Game

In an era where content saturation is at its peak, B2B brands face an uphill battle to cut through the noise. Yet, some brands are thriving, achieving remarkable engagement and virality. The secret? User-generated content (UGC). Traditionally the playground of B2C marketers, UGC has now found a powerful role in the B2B landscape, transforming how companies engage with audiences. Let’s explore how employee-generated content (EGC), customer stories, and LinkedIn thought leadership are redefining B

February 25, 2025

Why No One Trusts Your Case Studies (And Why UGC is the Fix)

Case studies should be the ultimate B2B flex. They should prove that your product actually delivers. But let’s be real—most case studies are

February 24, 2025

Why the Best B2B Brands Act More Like Media Companies

B2B marketing is evolving, and the brands that are thriving today aren’t just selling products or services—they’re building audiences. The days of one-off campaigns and gated content as the primary lead generation tools are fading. Instead, the most successful companies are acting more like media companies, delivering consistent, high-value content that educates, engages, and builds trust over time.This shift isn’t just a trend—it’s a response to changing buyer behaviors. Decision-makers are con

February 24, 2025

UGC for B2B: UGC & Sales - The Power of Authenticity

In the latest episode of UGC for B2B, host Nicole Schram engages in a compelling conversation with Ray Novak, Senior Sales Manager at Icom Radio, to delve into the transformative impact of user-generated content (UGC) on Icom's marketing and sales strategies. With a content creation journey that began in 2001, Icom has been a pioneer in leveraging authentic, community-driven content to foster deeper connections with its audience.The Genesis of Icom's UGC StrategyIcom's foray into UGC commenced w

February 20, 2025

Embracing Decentralized Media in B2B Strategies

The way we consume content is changing. With the rise of decentralized media platforms, control is shifting away from traditional gatekeepers and into the hands of communities, creators, and users themselves. This isn’t just impacting social media and entertainment—it’s reshaping how B2B companies connect with their audiences.For years, B2B marketing was defined by top-down messaging and polished corporate narratives. But today’s buyers are looking for something different. They want authenticity

February 19, 2025

Your Box Files, Instantly in Studio – No Hassle, No Delays

Managing media has never been easier—connect your Box account and upload files directly into Studio without extra steps or transfers.

February 19, 2025

The Power of Lighting: Elevate Any Production Anywhere

Sometimes, the most visually striking productions don’t start in grand studios or cinematic locations. Instead, they’re built through expert lighting, composition, and creative vision—transforming even the most ordinary settings into something extraordinary.A recent MarketScale production in the United Kingdom is a perfect example. The shoot took place in a standard conference room—a space that, on its own, wasn’t particularly special or visually dynamic. However, the MarketScale Production Crew

February 14, 2025

"Y’all Street": What the NYSE’s Move to Texas Means for Business

The New York Stock Exchange (NYSE) is making a bold move—literally. Announced earlier this week, the NYSE is launching NYSE Texas, relocating its 143-year-old Chicago trading operation to Dallas. While Wall Street has long been synonymous with global finance, this shift signals something bigger: Texas is no longer just an energy and tech hub—it’s becoming a financial powerhouse.And if the nickname “Y’all Street” catches on? Well, we wouldn’t be surprised.Why Texas? The Business Case for the Move

February 13, 2025

Transforming B2B Marketing: Turning Customers into Fans

Discover how 'Transforming B2B Marketing: Turning Customers into Fans and Communities into Catalysts' can revolutionize your strategy. Learn

February 13, 2025

UGC for B2B: What Super Bowl 59 Taught Us About UGC

What Super Bowl 59 Taught Us About UGCThe Super Bowl is more than just a game—it’s a cultural moment, a once-in-a-lifetime experience for many fans, and an absolute goldmine for user-generated content (UGC). This year’s game in New Orleans was no exception. From the energy of the stadium to the moments fans captured on their own devices, UGC was at the heart of the experience.MarketScale’s Logan King and Katie Steinberg sat down to discuss Katie's firsthand experience at the game and what it rev

February 12, 2025

How Tesla Used UGC to Build a Marketing Machine

How Tesla Hacked UGC to Create a Marketing Machine (Without Spending on Ads)

February 11, 2025

The Hidden Power of Experts: Turning Employees into Creators

The Hidden Power of Your Internal Experts: How to Turn Employees Into Content CreatorsB2B marketing has traditionally relied on highly curated thought leadership from executives and designated spokespeople. But what if your best content creators are already inside your company—on the sales floor, in engineering meetings, or leading product development? The shift toward authenticity in marketing means it’s time to unlock the hidden power of your internal experts.Why Employees Are Your Best Conten

February 6, 2025

How Brands Are Using Guided UGC to Drive Engagement and Sales

User-generated content (UGC) has long been a powerful tool for brands aiming to build trust, drive engagement, and convert leads. However, traditional UGC presents challenges such as inconsistent brand messaging and variable quality. Enter Guided UGC: a structured approach that empowers customers, employees, and influencers to create authentic video content aligned with brand guidelines.By strategically guiding content creators, companies are unlocking significant returns on investment (ROI) thr

February 5, 2025

Why B2B Brands Must Rethink Thought Leadership Today

Traditional B2B thought leadership has long been characterized by meticulously crafted white papers, polished executive insights, and carefully controlled messaging. While these assets still have value, today’s buyers and decision-makers crave something different—authenticity. The age of overly scripted thought leadership is fading, and marketing teams must shift from dictating narratives to facilitating genuine expertise.What Defines Authentic Thought Leadership?Authentic thought leadership is

February 4, 2025

B2B Creator Economy: Embracing TikTok-Style Thought Leadership

The rise of TikTok and short-form video isn’t just for Gen Z—it’s redefining B2B marketing. LinkedIn, YouTube Shorts, and even industry-specific content hubs are seeing a shift toward bite-sized, engaging content from individual voices rather than corporate brands. This blog explores how B2B firms can tap into this new UGC-driven landscape.The Evolution of Thought Leadership in the Digital AgeTraditional whitepapers and lengthy webinars still have their place, but today’s audience craves content

February 3, 2025

The Power of Guided UGC: Redefining Onsite B2B Video Production

At MarketScale, we’ve often drawn an artificial distinction between onsite video productions and user-generated content (UGC) collected through our platform. When clients request an onsite production, there’s an implicit expectation of high production value, extensive planning, and sometimes, rigid scripting. Yet, when we take a step back, we see that unscripted onsite productions—where subject matter experts, customers, and partners speak authentically—are actually Guided UGC in action. The dif

January 31, 2025

UGC for B2B: How DataScan Turned NRF into a Content Powerhouse

90903_MarketScale_UGC for B2B with Mr. Matt The Boss Moss_V3 Trade shows are where innovation meets opportunity, and Datascan seized the moment at NRF with the power of user-generated content (UGC) and strategic planning. With MarketScale Studio as a key partner, Datascan transformed its presence into a content powerhouse, producing over 25 high-quality videos from the trade show floor. How? Preparation and execution.Why Preparation is the Key to UGC SuccessBefore ever stepping foot onto the N

January 31, 2025

The Super Bowl: Where B2B Brands Win Big Without a Commercial

Super Bowl LIX is set, and it’s a matchup that has football fans and business leaders buzzing—the Kansas City Chiefs and the Philadelphia Eagles, facing off once again in a highly anticipated rematch. Two powerhouse teams, two electric fan bases, and one massive stage in New Orleans.But beyond the game itself, the Super Bowl remains the biggest marketing event of the year. While B2C giants like Pepsi, Apple, and Budweiser will dominate commercial breaks with multimillion-dollar ads, B2B brands h

January 29, 2025

Marketing to B2B Buyers: UGC Simplifies Complex Decisions

Simplify B2B marketing with UGC. Build trust, personalize campaigns, and transform buyer journeys with MarketScale's innovative tools.

January 24, 2025

Marketing

How User-Generated Content Drives Design Conveyor Systems

Over the past four years, DCS has skillfully transitioned from an agency-style campaign to incorporating its own employees in video content.

January 22, 2025

Marketing

UGC in B2B Retail: The Sephora Effect and Lessons for Companies

From YouTube tutorials to Instagram posts featuring product hauls, Sephora tapped into the power of authenticity, building trust and engagem

January 10, 2025

How UGC is Revolutionizing Science-to-Business (S2B) Marketing

Transform S2B marketing with UGC: amplify credibility, engage researchers, and drive innovation through authentic user stories.

January 7, 2025

Marketing

New Year, New Opportunities: The Future of UGC in B2B Marketing

Start 2025 strong! Explore how user-generated content boosts trust, engagement, and results in B2B marketing.

January 6, 2025

The Ghosts of B2B Marketing Past, Present, and Future

Learn lessons from the past, leverage strategies for the present, and prepare for a collaborative, expert-led, decentralized future.

December 23, 2024

Unlocking UGC Strategies for B2B: Greg Crumpton Shares His Journey

Recently, we had the pleasure of having Greg Crumpton - the VP at ServiceLogic Companies, host of the acclaimed 'Straight Outta Crumpton' podcast, and author of a newly released book ‘Deep Knowledge’ on UGC for B2B. Greg shared insightful experiences on leveraging user-generated content (UGC) and the integral role it has played in fostering relationships with thought leaders in the industry.Why Authenticity Matters in UGCPart and parcel of Greg’s approach to creating content is authenticity. His

December 20, 2024

Empowering Organizational Culture Through Authentic Storytelling

Sharing the real stories of employees goes beyond promoting a corporate image

December 18, 2024

Marketing

Leveraging Online Communities for B2B Marketing Success

Online communities have emerged as a valuable resource for professionals seeking knowledge, networking opportunities, and industry insights. By participating in or creating these communities, businesses can establish their brand presence, foster connections, and drive meaningful engagement. Let’s explore how online communities can transform B2B marketing and how MarketScale’s platform can help you make the most of this strategy.Why Online Communities Matter in B2B Marketing1. Building Trust and

December 17, 2024

Spotify Wrapped: Using UGC and Communities for Brand Success

How Spotify Wrapped uses UGC and community to drive engagement—and how B2B brands can apply these winning strategies.

December 13, 2024

J. Greg Crumpton: Expert Guide and Host of Straight Outta Crumpton

Expert, Guide, and host of Straight Outta Crumpton—has brought his decades of expertise and passion to life in his new book, Deep Knowledge.

December 12, 2024

Marketing

Understanding the Power of User-Generated Content in B2B

Digital media strategists Nicole and Alice from MarketScale are raising the bar in B2B by embracing user-generated content, an approach they

December 11, 2024

Marketing

The Role of Podcasts in B2B Marketing Strategies

Podcasts have emerged as a powerful tool for engaging audiences, establishing authority, and driving business growth.

December 11, 2024

Dropbox Integration in Studio: A Game-Changer for Your Workflow 🚀

Dropbox integration is now live! This marks the beginning of a revolution in how you manage and upload media, transforming Studio into a hub that connects with the tools you already use.

December 10, 2024

Marketing

How MarketScale Prepares You to Be B2B Trend-Ready in 2025

MarketScale empowers B2B success in 2025 with AI-driven content, expert networks, and authentic video tools for every buyer journey stage.

December 9, 2024

From Stock Libraries to AI: Empowering Artists to Create Images

AI is empowering artists to create tailored visuals, transforming the creative process.

December 6, 2024

Content Creation

B2B Marketers Missing Out: Mike Rowe’s Guide to Authentic Content

Authenticity is the key to B2B success. Learn from Mike Rowe's Dirty Jobs how raw, real stories build trust and connection in marketing.

December 2, 2024

“Alexa, play soothing music on Spotify.”

Steve Jobs taught us a key lesson in selling: benefits are more powerful than features. Instead of listing technical specs, focus on how your product will improve your buyer’s life or business. Features may grab attention, but benefits drive action.—“Alexa, play soothing music on Spotify.”That phrase has become a nightly ritual in our home, one of the few things that reliably helps my daughter fall asleep. My wife and I joke that she’ll grow up thinking music has always been just a voice command

November 26, 2024

Marketing

Launching “Job Moves”: Michael Horn’s Career Strategies 2024

Navigating career transitions has never been more complex—or more critical. The job market, shaped by rapid technological advancements, the rise of AI, remote work shifts, and economic uncertainty, has left many professionals grappling with how to advance meaningfully in their careers. Recent studies reveal that while a majority of job changers regret their moves within months, the common mistake lies in prioritizing what they’re leaving behind rather than what they want to achieve next.Job Move

November 25, 2024

Transforming RFPs with Video: A MarketScale Studio Case

MarketScale is paving the way for innovative RFP (Request for Proposal) strategies, by integrating personalized video messages from company leaders. A testimony to MarketScale's efficacy lies in one partner's unique experience in revolutionizing their pitching process.Rethinking RFPs with Personalized VideosDealing frequently with RFP processes, this partner made a smart move. They strategically incorporated personalized videos into their RFPs and enjoyed a remarkable success rate. These weren't

November 22, 2024

Community Isn't the Next Big Thing in B2B—It's Already Here

Feeling like the business world is moving faster than ever? You're not imagining things. The way companies communicate, innovate, and grow has fundamentally changed. At the center of this transformation is a powerful force that's been quietly reshaping industries: community-generated content and decentralized media. This isn't some future trend on the horizon—it's happening right now. If your B2B company hasn't embraced these concepts, you're not on the cutting edge; you're playing catch-up. The

November 21, 2024

Netflix Redefines Engagement with Moments & “It’s So Good”

Engaging viewers is as critical as providing great content. Netflix, a powerhouse in the streaming industry, understands this dynamic well. To enrich the viewing experience and fuel audience enthusiasm, Netflix recently launched a new mobile feature, Moments, allowing users to save, rewatch, and share their favorite scenes. Available first on iOS and rolling out soon on Android, Moments is designed to transform how fans interact with content on Netflix, keeping it accessible and shareable even a

November 20, 2024

Why Zero Click Content May Be a B2B Marketer’s Best Tool

Last week, I was holding my daughter in my arms, pulling the “dad night shift” and doing my best to stay awake. In an effort to keep my eyes open, I found myself scrolling through Instagram—on mute, of course, because the last thing I wanted was to wake her up with random audio. I was watching videos, reading captions, and engaging with the content without ever needing to click on anything. And that got me thinking: this type of content isn’t just a win for influencers—it’s something that resona

November 18, 2024

Case Studies

Case Study: Knowtion Health Boosts Thought Leadership & Content

See how Knowtion Health boosted thought leadership and brand visibility with MarketScale's video production and seamless content management.

November 15, 2024

Unleashing In-House Testimonial Videos Without a Video Crew

Most business leaders ask us, "Can we have a professional videographer from your team to help us capture our client testimonials?" Upon closer consultation, it often boils down to espousing a few key sentences, snippets of glowing reviews about their product or service. Of course, we can arrange an on-site videographer for that, especially if the shoot is crucial and warrants such an investment. Understanding When to Use Professional VideographyA video shoot can be substantial, especially if it

November 15, 2024

Case Studies

Case Study: FinThrive Boosts Pipeline with Podcast Strategy

Learn how FinThrive generated $700,000 in pipeline value by launching the 'Healthcare Rethink' podcast with MarketScale Studio, leveraging a

November 14, 2024