Tech Talks Daily

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.

29:07

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Episode guests

Kim Storin

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Episode notes

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Quick takeaways

Zoom is evolving beyond video conferencing to encompass a comprehensive communications platform, necessitating effective marketing to reshape public perception.

Marketers must adapt to the trend of self-service customer research by providing relevant messaging and balancing digital engagement with human connection.

Deep dives

The Evolution of Zoom's Brand Identity

Zoom is transitioning from its identity as primarily a video conferencing tool to a comprehensive communications and collaboration platform. The new Chief Marketing Officer, Kim Storm, emphasizes the opportunity to reshape public perception and highlight Zoom's diverse offerings beyond meetings, such as webinars, hybrid events, and employee engagement solutions. Kim notes that many users are unaware of the full range of Zoom's capabilities, indicating the need for marketing to effectively convey this broader narrative. This transformation requires crafting a cohesive story that positions Zoom as a leader in enhancing communication, making it essential for the brand to connect with various audiences outside traditional IT decision-makers.

Intro

2min

Navigating Digital Engagement in Marketing

15min

Cultural Transformation: Embracing Change in the Workplace

2min

Navigating AI Investment and Success Metrics in Organizations

3min

Reimagining Zoom: Beyond Meetings

7min

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?

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Tech Talks Daily

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

Episode guests

Podcast summary created with Snipd AI

Quick takeaways

Deep dives

The Evolution of Zoom's Brand Identity

Adapting to the Digitally Engaged Customer

The Strategic Role of AI in Marketing

Remember Everything You Learn from Podcasts