The B2B Enablement Hub

The sheer volume of marketing content overwhelms most B2B decision-makers. Emails, generic posts, webinar invites, and downloadable white papers flood their inboxes and feeds, but most of it fades into the background.

In Part 1, I discussed the benefits of adding a layer of personalisation to your newsletter. We also covered some examples of how to pick the right segmentation property for you. In this part, I will show you how to set this up, using Zooma as an example.

Our knowledge hub produces a steady flow of articles across different topics, but not every post is relevant to every reader, which is a problem many companies face. At Zooma, we like to practice what we preach — so we set out to make a small but powerful tweak that could be done in just a few hours.

You probably already know that email marketing is effective. But how do your efforts benchmark towards the global figures? And how do your email marketing efforts perform compared to other businesses in the same industry?

I looked through the statistics of some prominent B2B-brands' online activities and found that email marketing is still very essential, but also that it has changed. The purpose of this article is to inspire you to increase your usage of email marketing.