Advertising to influence series
A webinar series on how modern B2B teams influence buying groups, create preference, and drive pipeline.
From impressions to influence
How Zoom broadened buying group reach and turned advertising into measurable account progression
Date: July 21, 2026
Time: 10:00am PT (NA) & 11:00am BST (EMEA)
Most B2B advertisers optimize for leads.
The best advertisers optimize for influence.
Join this session for an insightful conversation on how Zoom evolved its advertising strategy to influence the entire buying group, not just the visible decision maker.
Learn how Zoom expanded engagement across enterprise accounts, introduced brand advertising into its ABM strategy, aligned campaigns to buyer journey stages, and measured success through account engagement and progression instead of vanity metrics.
Register for the webinar
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