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

Do This, NOT That: Marketing Tips with Jay Schwedelson

GURU Media Hub

Education, Business, How To, Entrepreneurship, Marketing

4.9 • 1K Ratings

🗓️ 16 April 2026

⏱️ 22 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

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.

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Follow 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.

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Best 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 faster

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Partner with Jay: https://www.jayschwedelson.com/contact

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Pre-order Jay Schwedelson's new book, Stupider People Have Done It (out June 9, 2026).

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/1637635206

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Subscribe to Jay's newsletter for weekly marketing tips and tactics: https://www.jayschwedelson.com/newsletter

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Connect with Jay on LinkedIn: https://www.linkedin.com/in/schwedelson/

Check out Jay's YouTube channel: https://www.youtube.com/@schwedelson

Check out Jay's Instagram: https://www.instagram.com/jayschwedelson/

Ask Jay anything: https://www.jayschwedelson.com/ask

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Leave a comment and follow the show, it really helps us out!

Transcript

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0:00.0	Welcome to Do This Not That, the podcast from marketers.
0:05.0	We share quick tips, things you can do right now, and then we add a little bit of chaos at the end of every episode.
0:11.0	We also keep it short, like this intro. Let's check it out.
0:15.0	We are back for Do This Not That and we have a guest. I'm way too excited.
0:20.0	I'm so excited that she is here.
0:22.4	So who is here? We have Kim Storen here. Now, who is she? You know she is. She is the chief
0:27.6	marketing officer at Zoom. Yes, that Zoom, the thing that actually became a verb, right, and rewired the entire planet overnight.
0:37.0	And yes, you use it for all your meeting stuff,
0:38.6	but we're gonna be talking about webinars today
0:41.0	because they're actually secret sauce for webinars.
0:43.6	But before she was CMO at Zoom, all right,
0:45.9	she's been crushing it.
0:47.0	She was CMO at Zayo, okay?
0:49.3	And she didn't just be do marketing stuff there.
0:51.5	She built the entire function from scratch scaling this thing
0:55.3	integrating stuff acquisitions growing the revenue and then before that she got her start
1:00.1	doing m&A stuff at deloitte but the coolest thing is she is an MBA from the university of
1:05.1	southern california which shout out to my daughter from the marshall school my daughter
1:08.7	will be starting there in the fall, so fight on.
1:11.1	There you go.
1:12.1	There you go.
1:13.1	And she also, there's two things about Kim that I love.
	...

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