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 difference? Perception. Marketers, for too long, have believed that UGC is synonymous with casual, social-driven content while onsite productions require full control. But the best onsite videos—those that feel genuine, engaging, and authoritative—are not the result of excessive scripting. They happen when marketing teams facilitate, not dictate, the narrative.
David Packard, co-founder of Hewlett-Packard, famously said: "Marketing is far too important to leave to the marketing department . . . in a truly great marketing organization, you can't tell who's in the marketing department."
This perspective is particularly relevant when it comes to B2B content creation. The role of marketing is not to script the message but to curate and amplify the expertise of those who know the subject best.
Guided UGC: The Evolution of B2B Onsite Video Production
Onsite B2B video production has traditionally been categorized as a high-touch, fully produced effort—one that requires scripting, multiple takes, and controlled messaging. While high production value remains critical, there is a growing need for authenticity that scripted content often lacks. This is where Guided UGC comes in.
What is Guided UGC?
Guided UGC is a content strategy in which marketing teams act as facilitators rather than directors. Instead of providing a rigid script, marketers prompt subject matter experts (SMEs), customers, and employees with strategic questions that allow them to share their insights naturally. This results in video content that feels genuine while still aligning with brand objectives.
Guided UGC is not the absence of planning—it is a shift in how content is developed and captured. Rather than scripting every detail, marketers provide structure through:
Pre-planned questions that prompt meaningful responses
Light-touch coaching to help speakers articulate key points
Complementary content from MarketScale Studio or other sources to fill gaps in storytelling
Post-production editing that ensures a polished final product while preserving authenticity
Executing a Guided UGC Strategy for B2B Video
To succeed with Guided UGC, marketers must rethink their approach to onsite video production. Here’s a step-by-step guide to making it work:
1. Identify Your Contributors: The 3 C’s of UGC
For a robust Guided UGC strategy, brands must tap into multiple sources of insight. The best contributors fall into three key categories:
Customers – Testimonials, case studies, and success stories are far more compelling when delivered in the words of actual users rather than polished corporate scripts.
Colleagues – Internal experts, sales leaders, and engineers offer valuable insights that humanize your brand and showcase expertise.
Channel Partners – Distributors, resellers, and ecosystem partners can share perspectives that add depth to your narrative.
By activating all three categories, brands create a well-rounded, multi-voiced content strategy that feels more credible and engaging.
2. Replace Scripts with Prompts
Rather than scripting responses, provide your contributors with structured yet open-ended questions. Examples include:
"What problem were you trying to solve before using our solution?"
"How has our product changed the way you do business?"
"What’s a common industry challenge that more companies should address?"
"If you could give one piece of advice to others considering this solution, what would it be?"
These prompts encourage natural storytelling while keeping the conversation aligned with key marketing messages.
3. Capture Content Across Multiple Touchpoints
Guided UGC is not limited to a single event or location. It thrives when content is captured before, during, and after an onsite production, ensuring a richer content library. Consider:
Pre-event content – Interviews with SMEs or customers recorded via MarketScale Studio to set the stage for onsite video production.
Onsite event content – Live interviews, panel discussions, and behind-the-scenes footage that showcase real-time engagement.
Post-event follow-ups – Remote video contributions from speakers or attendees who weren’t available in person.
This holistic approach ensures that content remains dynamic and multi-faceted rather than relying solely on the constraints of a single production day.
4. Enable a Seamless Content Workflow
Guided UGC thrives when teams have the right infrastructure to collect, edit, and distribute content efficiently. MarketScale Studio provides a seamless environment where:
Experts can submit their own video responses remotely.
Teams can edit and optimize content for different distribution channels.
Marketers can curate and repurpose UGC for webinars, podcasts, and editorial features.
The goal is to create a content pipeline that continuously fuels marketing efforts beyond a single campaign or production cycle.
Why Guided UGC Works: The Shift from Contrived to Authentic
The era of rigidly controlled, overly produced B2B content is fading. Buyers and decision-makers crave real, relatable insights—not marketing jargon. By shifting from scripted productions to Guided UGC, brands gain:
Increased credibility – Authentic voices build trust with audiences who value peer insights over polished corporate messaging.
Higher engagement – Genuine storytelling resonates better, leading to higher watch times and social shares.
Scalability – By empowering SMEs, customers, and partners to contribute, content generation becomes more sustainable.
The role of the marketing department is no longer to create content in isolation but to cultivate an ecosystem where others feel empowered to contribute. In doing so, marketing leaders fulfill Packard’s vision—where the best marketing organizations make it impossible to tell who is actually in marketing.
Final Thoughts: The Future of Onsite B2B Video is Guided UGC
Guided UGC is not just a trend—it is a fundamental shift in how B2B brands should approach content creation. By focusing on authenticity, enabling creators to share their insights freely, and leveraging strategic guidance rather than strict scripting, brands can create content that is not only impactful but also sustainable at scale.
B2B marketers must embrace their role as conductors of content, orchestrating contributions from a diverse array of voices. Whether through onsite video production, digital collaboration tools, or ongoing thought leadership initiatives, the key to success is clear: empower your creators, guide the narrative, and let authenticity lead the way.
Start leveraging Guided UGC to create authentic, engaging B2B video content that resonates. Ready to transform your content strategy? Let’s make it happen—reach out to MarketScale today.
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