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.

Speakers

Whitney Magnuson

VP, Head of Brand & Media at Zoom

Al Torres

SVP, Demandbase Ads at Demandbase

GO NYC

October 19-20, 2026 — Brooklyn, NY

Join the leaders redefining how buying groups are engaged, signals are activated, and pipeline is created in the age of AI.

Funnel to fork – London

July 1, 2026 — London, U.K.

An invitation-only London dinner for marketing leaders exploring buying group engagement, AI-driven personalisation, and modern GTM strategies for revenue growth.