From Control to Community: Why Big Brands Struggle with UGC
In this episode of UGC for B2B, host Alice Iversen sits down with Bridget Benedetti, a former MarketScale client turned Digital Media Strategist, to discuss the massive shift from traditional marketing to an authentic, user-generated approach.
Bridget shares her firsthand experience of watching MarketScale evolve from a content provider into a full-fledged UGC-driven powerhouse—one that she eventually joined after retiring from her previous role. She reflects on the early days when brands were hesitant to let engineers, sales teams, and frontline employees create content, and how that mindset is rapidly changing.
The conversation dives deep into the barriers holding companies back: brand control fears, regulatory concerns, and the outdated belief that marketing must be meticulously polished. Bridget explains how companies can take baby steps—starting with internal communications—to build confidence in UGC before embracing it externally.
They also explore how successful brands are leveraging employee-driven content, customer testimonials, and real-world insights to cut through corporate noise. As Bridget puts it, “You can’t afford not to do this anymore.”
With real-world success stories, practical strategies, and a no-nonsense look at the future of B2B marketing, this episode is a must-listen for any brand struggling to balance control with authenticity.
Tune in now and start transforming your marketing from a scripted performance into a conversation that actually matters.
