Speaker Q&A: Christina Kay On Why UGC Is A Must-Have In B2B

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In a cluttered world of ads, content and emails, you need a way to truly reach prospects. The easiest way to do that is with YOUR customers’ authentic true stories that harness the authenticity of your brand through their eyes. A positive product review or testimonial can be the difference between a prospect going somewhere else. User-generated content (UGC) isn’t just for B2C, it is for any company with customers and an online presence. 

UGC is the topic of ResellerRatingsChristina Kay’s session at the upcoming B2B Marketing Exchange. During the session, Kay will provide attendees with a UGC toolkit that will help them hit the ground running. We caught up with Kay to learn more about why she’s passionate about UGC and excited to return to in-person events. 

B2B Marketing Exchange: Why are you excited to return to in-person events?  

Christina Kay: I love connecting with people and you can only do so much virtually. I am excited to return to in-person events for the tangible factors as well as being able to look someone in their eyes, shake their hand (with hand sanitizer before and after obviously 😊) and engage on deeper levels at networking or vendor events. I grew up going to conferences as a kid because my parents were (and still are) heavily involved in the conferences of their “industries,” so going back in-person is almost a comfort for me; it feels very familiar and almost home like. 


B2BMX: What have you learned from your experiences with virtual events that you will bring with you back to in-person/hybrid?  

Kay: You don’t have to do it all! Really plan your days prior to coming to the conference. I would not only use the app but have a list of sessions you are also interested in because things come up so your schedule could get messed up a bit. I have also learned to get out of your own way or comfort zone with meeting new people — walk up to someone you don’t know and start a conversation; you never know where that may lead. And because going back in-person can be exhausting, allow yourself you time, whatever that is, carve out time for you and your thoughts to digest or just for you and your favorite TV show and room service. 


B2BMX: What are you looking forward to learning at B2BMX?  

Kay: Specifically, I am looking forward to Marcus Sheridan’s session as I have followed him for years and he always sparks things for me to take action on. But overall, I am excited to go to sessions relating to content, GTM and RevOps! Also, I feel learning doesn’t stop at the end of the agenda; all my interactions at conferences have some learning to them — so I am looking forward to the organic learnings that happen unexpectedly. I am really looking forward to seeing people from the B2BSMX event in Boston that I connected with. And lastly, seeing the amazing team that puts this conference on — I loved meeting everyone and just sitting in the speaker room chatting; you all are so amazing! 


B2BMX: Can you give us a sneak peek into your session?  

Kay: HubSpot, Zenni Optical, SwimOutlet and much more will have some spotlights to tell the story on UGC and why you need it. If you attend my session, you will walk away with at least one thing to implement in your GTM plan to help drive adoption and revenue. I can’t give away too much but there MIGHT be some singing to start 😉. 


B2BMX: Why are you passionate about this topic?    

Kay: I am personally passionate about this topic because I feel the user is going to be the backbone (or really is the backbone) of most organizations — B2B or B2C. Who doesn’t love seeing organic Loom videos of people showing something they are doing in a software vs seeing a produced demo that might not be talking to exactly what you need? Organic curation of content is huge for all channels and is needed to help retain and grow customers, get new customers and build a true cheering section of your business. 


B2BMX: What’s on your playlist?  

Kay: Oh my goodness, everything! Since Spotify recently announced the 2021 wrap ups, I will share some of mine 😊. I listen to basically all genres, but my Top Artists were Kehlani, Cardi B, Eric Bellinger, Nelly, Teddy Sims and Adam Doleac. One of my top songs was “Gee Double Oh Dee” by DJ $crilla, who is a local amazingly talented artist here in Cleveland and this song gives me that bounce and energy that coffee does! So, if you need a kick of energy go listen! 


B2BMX: What was your go-to take-out meal/restaurant during the pandemic?  

Kay: If I was going for Thai, it would be Pad Thai Medium Spicy or Panang Curry. If I was going Sushi, really everything on the menu because I never could decide! 


B2BMX: What shows are you bingeing right now?  

Kay: I am a creature of habit when it comes to shows. I have shows that I could watch 100x and never get sick of them… Some of the shows I binged this year were: You, Love Country Craft, Love Life, Dear White People, The Morning Show, Selling Sunset, Emily in Paris and Schitt’s Creek. But the shows I could watch 100x and never get sick: Younger, Scandal, Gilmore Girls, One Tree Hill, New Girl, The Bold Type, Sweet Magnolias, All American and Queen of the South. 


B2BMX: Where is one place you want to travel that you’ve never been?  

Kay: Greece, and I really hope to go in 2022 so if you have tips, find me on LinkedIn and send me all the things to do that are not touristy. I love getting lost in a town or trying hidden, local gems. 

Hear directly from Kay during her session “User-Generated Content: Why You Need It To Help Drive Sales + How To Do It” at #B2BMX!