B2B Opps: Zoom promotes chief customer officer following CMO departure (Score 68)

Sales lead: This promotion will affect the company's marketing strategy & agency roster. 

  • Zoom promoted Nick Chong to chief customer officer in June 2023.
  • Chong joined the company in 2012 as product marketing head and most recently served as global services head. 
  • This follows the former CMO, Janine Pelosi, leaving the company in May
  • This leads me to believe the company replaced Pelosi with Chong.

Target demographic: Businesses 

The company will likely:

  • Shift ad dollars around
  • Try new marketing strategies
  • Review the current agency roster/hire additional assistance

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

  • YTD spend: Zoom spent approximately $98.3k on national TV ads YTD after not allocating any budget toward this channel during the same time period of 2022. 
  • 2021-2022 spend: Full-year spend equaled $204.8k in 2022.
    • It did not air any ads in 2021. 
  • Ad programming: It placed ads during programming such as MLB Baseball, MLB Tonight, Quick Pitch, MLB Tonight Post Game, and MLB Big Inning. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

  • YTD spend: Zoom spent around $1.7m on digital display ads YTD, the same amount it spent in this channel during the same time period of 2022. 
  • YTD data: 164m impressions via YouTube (80%), desktop display (11%), mobile display (5%), and Facebook (4%). 
  • 2021-2022 spend: Full-year spend jumped from $740.4k in 2021 to $2.3m in 2022. 
  • Ad location: It placed 96% of these ads directly onto sites such as youtube.com, techtarget.com, facebook.com, accuweather.com, and signupgenius.com. It placed 4% of these ads through multiple indirect channels onto sites such as nytimes.com, accuweather.com, washingtonpost.com, foxnews.com, and yahoo.com. 

Additional channel insights  

  • Top podcasts sponsored: The Daily, NPR News Now, The Herd with Colin Cowherd, Up First, and Wait Wait... Don't Tell Me!. 

Agency analysis:

  • Opportunity: Get in touch with the recently promoted CCO now to be top-of-mind. 
  • Current roster:

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; podcast data estimated by Podchaser