Why we changed the name to The B2B Enablement Hub

For more than a decade, Zooma has used The Onlinification Hub to guide B2B companies through digital transformation. It has been our home for insights, guidance, and practical tools—shaped by our belief that companies must continuously adapt to how people research, evaluate, and buy.

But the world has changed. And so have the needs of the people and companies we serve.

Today, B2B companies aren't asking only how to "go online." They are asking how to enable their organisations, teams, and customers to succeed. These companies are asking how to move faster, personalise more deeply, align marketing and sales efforts, use data intelligently, adopt AI responsibly, and ensure that every activity contributes to long-term value creation.

This shift required a new name.

A name that better reflects what modern B2B companies need from us today—and tomorrow.

From onlinification to enablement

'Onlinification' was a clear and powerful idea when we first coined it: the process of helping companies move online in a structured, measurable way. It guided everything from digital strategy and content creation to CRM, UX, and sales enablement.

But 'going online' is now a baseline.
'Enablement' is the differentiator.

The companies we work with want more than transformation. They want progress:

• How do we ensure our brand, marketing, sales, and service contribute to revenue?
• How do we build relationships at scale?
• How do we increase relevance in every interaction?
• How do we upskill teams, modernise processes, and use AI to increase work quality?
• How do we become easier to buy from—and easier to work for?

These are enablement questions.
And our hub needed to evolve to answer them.

What B2B enablement means today

B2B enablement is the combination of relevance, relationships, and results—brought to life through strategy, content, technology, data, and human capabilities. It spans marketing, sales, service, brand, and experience. And it touches every interaction in the customer lifecycle.

The new name reflects this broader mandate.

The B2B Enablement Hub is not only a library of insights. It is a guide for decision-makers who want to modernise how their companies attract, convert, serve, and grow customers.

It is where onlinification meets impact.

Still Zooma. Still onlinification. Just expanded.

Our roots remain the same.

Zooma was born from the onlinification movement—and that will always be part of our identity. Our methods, frameworks, and beliefs still rest on the foundation we built years ago.

The new name doesn't replace our history.
It clarifies our future.

The B2B Enablement Hub embodies what we stand for today:
Helping B2B companies become more aligned, more data-driven, more customer-centric, and more human—supported by systems, content, and processes that enable people to do their best work.

What can readers anticipate in the future?

The hub will continue to provide the insights Zooma is known for, but with a sharper focus on enablement:

• Marketing, service, brand, and sales alignment

• AI for quality and decision-making

• Modern content operations

• Leadership in the digital era

• ABM and customer lifecycle strategy

• CRM, data quality, and automation

• Brand and experience design

• Practical templates, guides, and frameworks

In short, all that a B2B company needs is to drive relevance, relationships, and results.

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