Zoom Consolidated Marketing Functions to Broaden Reach
The company has transitioned its marketing strategy to emphasize products beyond its core video platform.
Updated on Oct. 2, 2026 in Advertising
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Zoom has consolidated its marketing operations into a new center of excellence model to better market its full product suite. The shift marks a push to leverage its 99% unaided brand awareness for products beyond standard video meetings.
Why it matters
By moving away from siloed reporting toward a centralized center of excellence, Zoom aims to unify its messaging and improve the visibility of its wider software ecosystem. This restructuring allows the company to transition from its legacy video-only brand perception toward a broader platform identity.
Zoom maintains a 99% unaided brand awareness rate compared to its established legacy market position. The company also recently launched the Solopreneur 50 program, which offers 50 curated recognition slots for targeted professional users.
The players
Zoom
A provider of communication and collaboration software that has scaled from a niche video-conferencing tool to a broader enterprise software platform.
Kim Storin
The current CMO of Zoom who has led the company's marketing reorganization efforts over the last 18 months.
Snowflake
A cloud-based data platform that provides the infrastructure for Zoom to manage its centralized marketing dashboards.
The details
Zoom has overhauled its marketing architecture by centralizing its previously fragmented units into a singular center of excellence. To support this, the marketing team replaced legacy deck-based campaign reports with live dashboards powered by Snowflake infrastructure. The strategy also incorporates a shift from last-touch to multi-touch attribution to better capture the value of its new creator programs and national television campaigns.
Timeline
Kim Storin joined the company as CMO 18 months ago.
The creator program launched in Q4 2024.
The Solopreneur 50 program rolled out in 2026.
Josh Reed spoke at the Programmatic IO event in September 2026.
Market Landscape
Zoom's move aligns with a broader industry shift toward multi-touch attribution as companies seek more granular data on complex customer journeys. This strategy follows the pattern set by tech firms attempting to maintain high-level brand ubiquity while diversifying their revenue-generating product suites.
Operators should monitor whether this shift in attribution models changes the lead-generation benchmarks for similar software-as-a-service platforms. Businesses should evaluate their own data infrastructure for the capability to support live, multi-touch dashboards rather than static manual reporting.
The takeaway
Centralized marketing operations can help brands shed legacy perceptions by unifying data across all customer touchpoints. Operators should track how Zoom's planned commission-based creator model performs in 2026 to gauge the effectiveness of influencer-led growth strategies in B2B software.
Further reading
For more on industry shifts in brand messaging, visit the Advertising section.
Source note: This article includes information reported by AdExchanger.
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