For years, highly regulated industries — like finance, healthcare, and pharma treated user-generated content (UGC) as risky territory. The rules seemed clear: avoid testimonials, stay away from customer reviews, and let brand-approved ads do the talking. But the landscape has shifted. Regulators now provide clear frameworks for how companies can use compliant UGC and in many cases, it’s not only possible, it’s smarter than relying on glossy brand content. Here’s why. 1. Regul

Discover how marketing has shifted from centralized corporate control to community-driven ecosystems. Explore the forces behind decentralization, case studies from Salesforce, HubSpot, Adobe, and Microsoft, and the new mandate for CMOs in 2025.

For years, B2B marketing leaned on polished campaigns, sleek branding, and tightly scripted narratives. But today, the most powerful voices shaping a company’s reputation aren’t found in a press release — they’re sitting at desks, leading calls, or out in the field. From engineers explaining how they solved a real-world problem to sales reps sharing lessons from the front lines, everyday professionals are emerging as the most trusted storytellers. And thanks to platforms like

In B2B marketing, we often obsess over scripting, lighting, and editing, but sometimes the smallest, most human detail is what truly sets a video apart. That detail? A smile. Why a Smile Matters in B2B Video When someone smiles on camera, it instantly shifts the energy of the content. Smiling signals warmth, approachability, and confidence which are three qualities that resonate strongly with professional audiences. Psychologically, a smile activates mirror neurons in the vie

What happens when the first executives shaped by TikTok, Discord, and YouTube begin running the boardroom? For the first time in history,...

In the heart of Dallas, Texas MarketScale is ready to share your story. At MarketScale, storytelling takes center stage. With our 10 unique studio setups , expert videographers and editors, we give clients from every corner of the business world a stage to share their expertise — whether it’s through a podcast, a product demo, or a quick thought-leadership clip. In our dynamic studio, each person can bring their bright ideas and leave with content built to connect. A Studio f

Scroll. Swipe. Skip. That’s the quick rhythm of how people consume content today. TikTok didn’t just change entertainment—it changed attention spans worldwide. Millions of quick videos have trained us to expect information that’s fast, visual, and to the point. And while that might sound like a consumer trend, here’s the twist: the same people bingeing 15-second clips at night are making high-stakes B2B buying decisions during the day.   The expectation has shifted. Buyers do

For years, B2B marketing was dominated by polished press releases, carefully crafted campaigns, and company accounts controlling the...

Sam Altman’s viral comment on the “dead internet theory” signals a turning point for marketers. Discover what it means for B2B CMOs, the rise of bots and synthetic content, and why UGC is now the sharpest strategy for trust and growth.