Authenticity is more than a buzzword—it’s a driving force behind customer trust. And one of the most powerful ways to foster authenticity in both B2B and B2C marketing is through user-generated content (UGC).
When customers share their experiences, it resonates far more than even the slickest branded content. In fact, 93% of marketers who leverage UGC say it performs notably better than other types of outreach.
Why User-Generated Content Matters In B2B
While UGC is often associated with consumer brands, it’s just as relevant in B2B marketing strategies. It adds relatability, credibility, and a real-world dimension to campaigns that are often perceived as too polished or impersonal.
For instance, a CIO’s LinkedIn post about how a cybersecurity solution saved the day, or a company’s positive X post following resolution of a customer-support issue, can carry enormous influence. These examples of peer-driven social proof reinforce brand value and build trust among business buyers.
Such UGC is especially important because B2B purchases typically involve higher stakes, longer sales cycles, and multiple decision makers to win over. Buyers want reassurance from their peers that they’re making the right investment—and UGC provides that validation.
Types Of User-Generated Content In B2B
There are many forms of UGC that B2B marketers can incorporate into their digital campaigns to build trust and drive engagement. Some of the most impactful include:
- Customer testimonials and endorsement quotes
- Case studies and success stories
- Online reviews and product ratings
- Customer-created videos that highlight business value
- Guest content or blog posts from clients and partners
These forms of authentic content offer social proof and help humanize your brand.
(Related Read: “Making The Case for Case Studies”)
Best Practices For Leveraging User-Generated Content
Effective UGC in B2B marketing rarely happens by accident—it starts with developing strong customer relationships built on trust and satisfaction. Happy customers are always more willing to share their stories.
To get the kind of UGC that supports your business goals, it’s important to guide contributors with clear directions, thoughtful prompts, and even incentives. When customers know what you’re looking for—and feel recognized—they’re more likely to create content that aligns with your brand message.
#ProTip: Create a campaign-specific hashtag and share it with customers, asking them to use it when talking online about their experiences with your company and solution. This builds community while expanding your content footprint.
Also, always get explicit permission before using UGC in your marketing efforts. Once approved, be strategic: feature it at high-impact touchpoints like landing pages, websites, email campaigns, social posts, and digital ads—anywhere social proof marketing can influence conversion.
Turn Your Customers Into Creators
As buyers grow more discerning—and skeptical—B2B content authenticity becomes a critical differentiator. User-generated content brings the voice of the customer directly into your marketing, reinforcing your value proposition through real-world stories.
By integrating UGC into your B2B digital marketing strategy, you can foster trust and drive more meaningful engagement.
Want to see example case studies and customer testimonials about the work we’ve done with our clients? Go here.