In a world obsessed with conversion rates and customer acquisition costs, have we forgotten the one thing that actually makes both of them better?
Agility requires more than just the ability to react quickly to market signals. It demands a stable, strategic core—a brand—that provides the necessary context and direction to ensure your pivots are purposeful, not just panicked.
Today, we’re going to talk about a fundamental truth that many organizations are wrestling with: what looks like a growth problem is often a brand problem. When acquisition costs are climbing and churn is a constant threat, the default response is often to double down on performance marketing. But in crowded markets, that’s a race to the bottom. We’ll explore why brand is the ultimate lever for creating sustainable demand, pricing power, and the kind of loyalty that performance channels simply can’t buy.
To help me discuss this topic, I’d like to welcome, Kimberly Storin, CMO at Zoom. Kim, welcome to the show!
About Kim Storin
I’ve always believed that great marketing is about creating real connections with customers, partners, and teams. These connections are the moments that define a brand.
As CMO of Zoom, I lead a global marketing organization focused on evolving how the world sees and experiences Zoom. We’re much more than a meetings platform—we’re a modern communications platform that powers collaboration, culture, and connection across the customer journey and employee experience.
I draw from my experiences scaling marketing at fast-growth startups and global enterprises alike, grounded in a passion for people, purpose, and performance. I’ve helped bring AI-powered solutions to market, and today, I use AI to supercharge our team and unlock speed, creativity, and focus across everything from content and campaigns to strategy and insights.
Throughout my career, I’ve navigated complexity, balanced brand and pipeline, and built teams that thrive in change.
Today, my role is as much about strategy and positioning as it is about building a culture that can adapt and lead.,Yes,This will be completed shortly
Kim Storin on LinkedIn: https://www.linkedin.com/in/kimberlystorin/
Resources
Zoom: http://www.zoom.us
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