In this episode, Joe sits down with Emil Petkov to dive into the power of user-generated content (UGC) in B2B marketing. While UGC has long been a staple in B2C, Emil explains why it’s just as impactful for B2B brands looking to build trust, credibility, and engagement with their audience. They discuss how authentic, customer-driven content outperforms polished corporate videos, making brands feel more relatable and human. Emil breaks down the different types of UGC—testimonial videos, product walkthroughs, employee advocacy, and more—and how businesses can leverage them at scale. Beyond just collecting content, they explore strategies for distributing UGC across multiple channels, from LinkedIn and YouTube to paid campaigns that amplify reach. Emil also shares best practices for encouraging customers and employees to create high-quality videos without friction. If you're looking for fresh ways to scale your video marketing efforts and drive engagement with authentic content, this episode is packed with practical insights on how to make UGC work for B2B.