ZOOM's CMO!! 🎯 Stop Calling It a Webinar 🍿 SPECIAL GUEST! Kimberly Storin | Ep. 492

Zoom became a verb for a reason, but most people are still sleeping on what it can actually do. Kimberly Storin, the CMO of Zoom, joined Jay Schwedelson with a take that might make you rethink your entire webinar strategy - the problem was never the format. It's the death spiral of treating every webinar like a lead machine. There's a smarter way to play it, and it starts with a phrase most marketers have never heard: preference formation.ㅤFollow Kimberly Storin on LinkedIn for her takes on modern marketing, webinar strategy, and building a brand at scale. Check out Zoom's webinar and virtual events platform if you haven't looked at it beyond the meetings product.ㅤBest Moments:(03:34) Why "most webinars deserve to die" is actually about behavior, not the format itself(06:00) The idea that buying decisions are already made before a prospect ever wants to talk to you - and what that means for your webinars(12:45) Why segmenting your webinar strategy by audience type is just as important as segmenting your email list(15:04) The CMO of Zoom just said don't call it a webinar when you're trying to get someone to show up(17:17) Kim's monthly "table talk" playbook - including the one question she asks every guest that gets 50 CMOs typing in the chat instantly(18:49) The data point that should change how you think about chat engagement - people who comment go to the pipeline fasterㅤPartner with Jay: https://www.jayschwedelson.com/contactㅤCheck out Jay Schwedelson's new book: Stupider People Have Done It All net proceeds are donated to The V Foundation for Cancer Research, let's kick cancer's butt: https://www.amazon.com/Stupider-People-Have-Done-Marketing/dp/1637635206ㅤSubscribe to Jay's newsletter for weekly marketing tips and tactics: https://www.jayschwedelson.com/newsletterㅤRegister for GuruConference (FREE + VIRTUAL!) https://www.guruconference.comㅤCheck out Eventastic (FREE + VIRTUAL!) https://www.eventastic.comㅤConnect with Jay on LinkedIn: https://www.linkedin.com/in/schwedelson/Check out Jay's YouTube channel: https://www.youtube.com/@schwedelsonCheck out Jay's Instagram: https://www.instagram.com/jayschwedelson/Ask Jay anything: https://www.jayschwedelson.com/askㅤLeave a comment and follow the show, it really helps us out!