Professional AV
Get on the UGC Train or Get Left Behind
B2B companies with engaged communities are missing a critical opportunity by not amplifying their customers' authentic voices
Key takeaways
UGC is becoming essential in B2B marketing.
B2B brands can leverage their communities for authentic content.
Embracing UGC offers a strategic advantage over competitors.
In this episode, Daniel Litwin and Emily King 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.
About the author
Daniel Litwin is a journalist of multiple disciplines focused on finding and telling engaging stories for B2B communities. He has interviewed executives from Fortune 500 companies including Honeywell, Microsoft, John Deere, and Chipotle, and leads editorial direction at MarketScale. Litwin hosts weekly shows and podcasts while helping develop new content approaches across the MarketScale platform. He holds a B.J. in Radio/Television Reporting/Anchoring and a B.A. in Spanish from the University of Missouri-Columbia.
