MarketScale conducted tailored UGC coaching workshops for AMAG's international sales team — equipping them to create authentic, video-driven content and sparking a cultural shift toward openness, authenticity, and global connectedness.
“"This training is more than just learning how to record videos. It's about transforming how we communicate, humanizing our brand, and strengthening relationships across the globe."
Traditional marketing wasn't building trust in local markets.
As AMAG expanded globally, the company recognized that centralized, polished corporate messaging wasn't enough to build trust and credibility in local markets. Sales and marketing teams needed to feel confident creating authentic, human-first content. AMAG sought to strengthen relationships across borders by showcasing the voices of its own employees — not just the brand.
Sales professionals as trusted storytellers.
MarketScale identified an opportunity to position AMAG's sales professionals as trusted storytellers. The strategy centered on four levers: enabling employees to create content in their own voices, hands-on workshop coaching led by MarketScale's Logan King and Daniel Litwin, technology integration through MarketScale Studio, and community amplification across global markets.
A culture shift that started in front of a camera.
AMAG's international sales team stepped outside their comfort zones and began creating video-driven content across regions. Senior leaders credited MarketScale for guiding the team through a meaningful shift that blended professional development with cultural evolution. Kim Rahfaldt described it as "a big shift in AMAG's culture toward being more open, authentic, and connected."
What changed.
- 01Behavioral adoption of video creation across global sales regions
- 02Cultural shift toward openness, authenticity, and global connectedness
- 03Brand humanized through authentic employee voices — not corporate scripts
- 04Leadership alignment: senior leaders credited MarketScale for meaningful professional development
- 05Foundation set for long-term authority and trust in international markets
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