Since 2012, the Onlinification Hub has grown alongside the B2B digital landscape to learn what resonates with the target group. This article also looks at what resonated with readers in 2025 and how relevance and personalisation have become central to earning attention.
Thirteen years of learning how to be relevant in B2B
The Onlinification Hub began in 2012, when digital transformation was still a nascent concept and B2B content was far less crowded than it is today. Publishing then was mainly about sharing ideas and learning openly, without the pressure of constant output.
More than a decade later, the environment has undergone significant changes. Content is everywhere. Attention is limited. And relevance has become harder to achieve and easier to lose.
Yet the core question behind The Onlinification Hub has remained consistent.
How do you share knowledge in a way that is genuinely useful?
From publishing more to publishing with intent
Over the years, the hub has evolved alongside the digital landscape. Our early content focused on inbound and early digital adoption. Gradually, the focus shifted towards broader and deeper topics such as strategy, branding, AI, buyer behaviour, and organisational change.
By 2025, it became increasingly clear that publishing more was not the answer. Publishing with intent was.
The publishing and content team's role has shifted from increasing volume to sharpening focus by assessing topic clarity, real challenges, and respect for the reader's time.
In 2025, the focus shifted towards relevance through personalisation.
One of the most important developments this year was a stronger emphasis on relevance through personalisation and localisation.
Not every reader comes to The Onlinification Hub with the exact needs. Decision-makers often seek perspective, context, and confidence in their choices. Change managers need guidance for translating strategy into action across organisations. Practitioners tend to look for practical insight they can apply immediately.
At the same time, our audience has become increasingly international, reflecting both our own reach and that of the customers we work with. In 2025, the Onlinification Hub expanded into Dutch, German, and French, allowing us to better serve local markets with content that feels relevant not only by role but also by language and context.
These changes mirrored the challenges that many of our customers are currently facing—global businesses with local realities. The shift towards localisation was therefore not just a publishing decision but a reflection of how relevance works in practice.
What readers found worth reading in 2025
The most read articles of the year offer a helpful signal of what felt relevant in practice.
What was the most-read article on The Onlinification Hub in 2025?
No. 1: Bridging B2B brand awareness and conversions
The article addresses a familiar yet unresolved challenge in B2B: how brand and demand generation are often treated as separate efforts, even though they are closely connected. The robust readership indicates a desire for more comprehensive thinking that mirrors the actual process of buying decisions.
Why did AI content resonate with readers?
Does experimentation still matter?
No. 3: The euphoria of discovering Bolt.new showed that curiosity still has a place. Not every improvement starts with a strategy document. Occasionally, it begins with finding a tool and seeing what it makes possible.
How has B2B marketing changed over time?
No. 4: B2B marketing 2014 vs 2025 helped readers put current challenges into context. By comparing two points, it highlighted both progress and continuity, which can be more reassuring than yet another call for reinvention.
What insights from industry events felt worth distilling?
No. 5: Key takeaways from HubSpot's INBOUND 2025 announcements. The article resonated by translating a large industry event into clear, relevant insights for B2B teams. Rather than echoing announcements or amplifying hype, it focused on what the updates actually mean in practice—particularly around AI, personalisation, and the evolving relationship between marketing and sales. Its readership points to a continued need for curated interpretation that helps professionals understand impact, not just information.
A consistent pattern
Over thirteen years of publishing, a pattern has continued to emerge, clearly visible again in 2025.
Content earns attention when it acknowledges the reader’s reality. The articles that resonate most tend to explain rather than impress. They avoid overstating conclusions, leaving room for interpretation and reflection. They aim to support better thinking rather than provide definitive answers.
This aligns with how B2B audiences increasingly engage with content today: selectively, critically, and with limited time.
Looking ahead
The Onlinification Hub was never intended to be a content machine. It has always been a place for learning, reflection, and shared understanding.
As automation and AI continue to transform content production, relevance is becoming the most crucial filter for determining what content is valuable. Not how much is published, but why it is published.
That principle has guided the hub since 2012, and it remains as relevant as ever as we head into what comes next.
Thank you to everyone who continues to read, reflect, and contribute to the ongoing conversation.
As we look forward to another year, we’re excited to bring you more thought-provoking articles, expert opinions, and actionable tips. If you want to stay updated with the latest from The Onlinification Hub, don't forget to subscribe!
