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.

AMAG’s sales team turned a single phones-only studio day at MarketScale HQ into a month of publish-ready content. Working in polished sets with mobile cameras, they practiced, peer-coached, and got rapid feedback from MarketScale coaches—capturing 20–30 short clips in ~30 minutes. By uploading to MarketScale Studio before leaving, editing began immediately. The result: momentum over polish, credible videos at speed, and a repeatable model any field team can run.

Quarterly shoots don’t equal consistency—they equal silence between bursts. Weekly UGC gives you authentic, repeatable content at a fraction of the cost. With just 60 minutes of batch recording, you can publish 8–12 clips per month that keep your brand in the daily playlist of your audience. Stop wasting budget on three big shoots a year. Start building momentum with consistent, authentic content that compounds over time.

ChatGPT, whose technology writes essays, drafts code, and answers complex questions, are actively searching for a human to craft stories, guide brand voice, and design content strategy.

User-generated content shouldn’t sit outside your big campaigns — it should amplify them. This framework shows you how to turn one campaign pillar into four quick UGC prompts, then map each clip to a different funnel stage. The result: authentic, low-lift videos from SMEs, customers, and sales that reinforce your biggest marketing initiatives while making them more credible, repeatable, and shareable.

In one focused hour at MarketScale’s Dallas HQ, Improving’s Devlin Liles filmed one long session that became 12 executive UGC videos. Posted from his personal profile, the clips earned consistent LinkedIn engagement. No new hires required. MarketScale’s platform handled the pipeline, while the House of UGC enabled quick, no extra cost studio pop-ins to level up quality without losing authenticity. The strong response led Improving to book more prompts and add leaders to the s

Most teams compare UGC programs to a single shoot and assume it costs more. In reality, per piece of content, shoots are far more expensive. A one-day $3.5K onsite might net 3 clips, while a $12K UGC program produces 40–60 assets plus templates and enablement—bringing cost per piece down by 5x. The smarter spend isn’t on big polished “window dressing,” it’s on building a repeatable ecosystem that feeds daily business goals.

Most teams overspend on onsite video, leaving little for the content that actually drives daily business outcomes. The smarter split is 20% onsite, 80% UGC—one or two polished hero moments plus a repeatable stream of 40–60 clips over 90 days. This approach stretches budget, ensures quality, and keeps your sales and marketing pipeline fed long after the event ends.