Observed Signal · Oct 2, 2026 · Conference Talk · Source: AdExchanger · Impact: 2/5 · Sentiment: Neutral
Zoom's Marketing Rebuild: Beyond Pandemic Fame
At AdExchanger's Programmatic IO, Zoom's VP of brand and content, Josh Reed, discussed the company's marketing overhaul. Despite 99% unaided brand awareness, Zoom is pigeonholed as a video call app. Reed highlighted the 'iceberg' problem: being known for one thing while other products like contact center, events platform, VoIP, and AI tools remain invisible. Under CMO Kim Storin, Zoom consolidated marketing functions, expanded into linear TV, creator partnerships, and affiliate marketing. They launched the Solopreneur 50 program and are experimenting with commission-based creator models. Measurement is shifting from last-touch to multi-touch attribution using Snowflake as a data spine. Zoom is also adapting to the 'dark funnel', where B2B research starts in LLMs and AI chatbots, requiring a new approach to meet buyers where they are.
This article provides insights into a major brand's marketing strategy pivot, but it is not a breaking industry event. It offers a case study on adapting to the 'dark funnel' and consolidating marketing operations, which is relevant for marketers but not transformative for the AdTech industry as a whole.
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Key Takeaways & Evidence Grounding
- Zoom has 99% unaided brand awareness, but is mostly known for video calling.
- Josh Reed, VP of brand and content, spoke at AdExchanger's Programmatic IO in NYC on the marketing challenge.
- Zoom consolidated its marketing functions under a center of excellence model since CMO Kim Storin arrived 18 months ago.
- Zoom launched its first creator program in Q4 2024 and the Solopreneur 50 program in 2026.
- Zoom plans to move to multi-touch attribution using Snowflake as its data spine.
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