3253: Rethinking the Future of Work with Zoom's New CMO

Apr 23, 2025

Kim Storin, the new CMO at Zoom, dives into the future of work, bringing years of branding expertise to the table. She discusses how Zoom is evolving from a video conferencing tool to a full-fledged collaboration platform. Storin emphasizes the shift in customer engagement, noting that today's consumers often complete their research before speaking with sales. She also sheds light on the importance of balancing automation with human connection, and how generative AI is reshaping marketing strategies and brand storytelling.

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INSIGHT

Customers Research Independently

Customers prefer to research 85% of the buying journey independently before engaging with sales.
Brands must deliver relevant information at the right time and place digitally to meet this demand.

ADVICE

Leverage AI as Marketing Superpower

Use AI as a superpower to augment marketing tasks, not replace humans.
Focus on harnessing AI for content, competitive analysis, automation, and strategic thinking.

INSIGHT

Evolving Role of the CMO

The CMO role blends technologist, storyteller, and growth strategist responsibilities.
CMOs should focus on strategy and business outcomes, not just marketing tactics.

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What does it mean to be a digitally engaged customer in 2025? That question sits at the heart of my conversation with Kim Storin, Chief Marketing Officer at Zoom.

Just two days into her role, Kim brings a fresh perspective shaped by decades of experience and a track record of building and transforming iconic brands. She joins me to discuss the evolution of Zoom, the changing expectations of modern customers, and how the CMO role is being redefined in an era of AI-powered transformation.

In this episode, Kim shares how Zoom is expanding far beyond meetings. Most people know Zoom for its video conferencing, but the platform now includes capabilities across events, webinars, contact center, email, scheduling, and employee engagement. Zoom is evolving into a complete communications and collaboration platform, and Kim offers insight into how her team will help shift perception while staying laser-focused on customer outcomes.

We explore the shift from performance-heavy marketing to a more balanced approach that re-centers brand, storytelling, and product alignment.

Kim emphasizes how the modern customer prefers to research independently, often completing most of their journey before ever engaging with a salesperson. This makes marketing more critical than ever, requiring clear, relevant messaging across every touchpoint. She also highlights the need to improve self-service experiences, especially as more enterprises seek the right balance between automation and human connection.

Kim offers thoughtful insights on integrating AI in marketing, not as a replacement, but as a superpower. From content development and competitive analysis to strategic planning, she shares how her teams are already using generative tools to enhance productivity and creativity.

This episode is packed with real-world observations on digital transformation, customer engagement, and the changing dynamics of marketing leadership.

Whether you're a founder, marketer, or tech leader navigating the future of work, this conversation with Zoom's new CMO will give you ideas to reflect on and strategies to explore. How are you evolving your approach to marketing in a digital-first world?