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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Check out Jay’s YOUTUBE Channel: https://www.youtube.com/@schwedelson

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