During my panel at InfoComm's AVIXA XChange Lounge, my biggest talking point was how this platform has been able to connect passionate #proAV leaders from across the nation. Fast forward to August, and I find myself in the middle of Marketscale’s stunning broadcast studios overlooking the Dallas skyline! 

My fellow AVIXA TV's host @Ben Thomas  (Director of Growth and Head of Integrated Partnerships) was gracious enough to give me a white glove tour of their facilities, and took ample time to chat about all things #proAV. 

Who is MarketScale?The way stories are told has changed. The world’s most valuable brands, the biggest sports teams, and the most famous artists have learned to harness the voices of their communities. The same is true in B2B, where the most trusted messages often come from customers, partners, and employees speaking from their own experience.

MarketScale is a platform and ecosystem that helps companies easily capture those voices and turn them into marketing approved, professionally edited content that is ready to share. This is especially important in a world of NDAs and strict brand and compliance guidelines. Webcams, iPhones, and simple gear have made it possible for anyone to be a creator. People are already filming life moments every day, and we help them bring that same creativity and authenticity into their professional work. 

How do you tailor content for different industries or business sizes?

We encourage our clients to start with the people who know their audience best, the subject matter experts inside and outside each company. They understand the nuances, language, and priorities of their market. We guide them on how to capture their perspective, then make sure it is brand approved and production ready. This approach naturally creates content that feels relevant and credible, whether the company is a global enterprise or a growing mid-market leader.

Can you share examples of how storytelling has directly impacted a client’s brand awareness or sales?

One standout example is from a metal detector manufacturer that invited customers to document how they were using its products during COVID. Those first hand stories became a campaign that outperformed traditional marketing, increased inbound inquiries, and deepened loyalty among existing clients. The content worked because it came from the people who live and breathe the work every day.

Are you leveraging AI or automation in your content creation or distribution workflows?

We use AI to extend the value of authentic content, not to replace it. That includes turning transcripts into articles, enhancing video and audio quality, and automating repetitive edits. In B2B, the story is the asset. Technology helps us move faster and repurpose content across channels, but the expertise and human perspective are what make it valuable.

Do you offer training or toolkits for clients to continue storytelling independently?

Yes, and this is where adoption accelerates. Once people realize they can apply the same instincts they use when recording a great vacation video or a memorable family moment, they start to create with confidence. We give them strategy, creative guidance, and tools that ensure every piece is on brand and ready for market.

What innovations are you exploring to stay ahead in the B2B media space?

We are focused on making content creation as natural as conversation. That includes remote capture tools that work anywhere, simplified approval processes, and expanded studio capabilities for large scale production. The goal is to remove barriers so companies can capture authentic voices whenever and wherever the story happens.

Being able to connect with Ben Thomas in-person at his state-of-the-art facility truly showcases AVIXA XChange Advocates in action. Come down now and be sure to follow @Marketscale on all platforms include XChange :)