User-generated sales content refers to sales-enabling materials — such as testimonials, photos, reviews, case studies, how-to videos or social media posts — created and shared by customers, partners or community members rather than the brand itself. User-generated sales content is a subset of user-generated content (UGC), which is commonly associated with marketing. Unlike general UGC, however, this content is used specifically to support sales conversations and influence buying decisions.

This type of content is effective because it provides social proof and authentic perspectives from real users. It helps potential buyers understand how a product works in real-world scenarios and why others chose it. Unlike brand-created sales assets, user-generated sales content is typically more candid, relatable and trust-building — especially in competitive or high-consideration categories like SaaS, where peer validation can significantly impact the decision-making process.

Brands can encourage the creation of user-generated sales content by building active communities, offering incentives or recognition, and making it easy for users to share their stories. Sales teams can then repurpose this content during demos, onboarding or follow-up communications to reinforce credibility and reduce friction in the buyer journey.