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.
About Kim Storin
Kimberly Storin is the CMO at Zoom, where she leads global marketing and communications. Prior to Zoom, Kim held marketing leadership roles at various tech companies, from SaaS start-ups to Fortune 50 companies, and was an M&A consultant at Deloitte earlier in her career.
She lives in Austin, is deeply involved with the Austin philanthropic community through the Austin Community Foundation, and serves on the Advisory Board for Women in Revenue.
Kim Storin on LinkedIn: https://www.linkedin.com/in/kimberlystorin/
Resources
Zoom: http://www.zoom.us
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