Insights
Inspiration to drive business
Here’s what we’re thinking about as we work with some of the world’s coolest, high-growth companies.
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ZOOM Humor
Our AI comic is tied to Ellie’s Forbes Agency Council article:
Everyone’s Talking About AI. How To Stand Out.
A note from our Co-CEO Ellie Victor:
The other day I caught up with a client we worked with 10 years ago and the first thing he said to me was, "I still have ZOOM's comics all over my home," then asked, "Do you have one about AI?"
So here it is!
Good news? By the end of the project, the whiteboard doesn’t just list buzzwords — it tells a story about what AI actually does.
Humor has always been part of ZOOM’s DNA. For 10 years, we made hand-drawn cartoons that poked fun at the tech industry including a tongue-in-cheek series titled “Great Moments in Marketing.” Some became cult favorites (one even ended up in Michael Dell’s office).
Should we bring them back?
Let us know what comic you want to see next!
7 Signs It’s Time to Reposition
Over 25 years, we've discovered the 7 triggers to look for when considering repositioning, what works and why. We’ve outlined the questions you may be asking, with examples of how clients found the answers.
What Can We Learn about Brand Positioning from the Sport of Tennis?
In this Forbes piece, our co-CEO Ellie Victor looks to sports as a tangible teacher. Learn how the pros position on and off the court.
Ellie Victor, CO-CEO of ZOOM Marketing accepted into Forbes Agency Council
Our Co-CEO Ellie Victor is now part of Forbes Agency Council—a select group of accomplished business owners and executives. Explore her Forbes articles for insights.
Get to Know ZOOM’s Storyteller Rockstar
Our very own Lori Smith has been an inspiring force behind ZOOM’s success since 2012. She’s led over 100 client projects and spearheaded ZOOM’s own marketing. An accomplished singer-songwriter, Lori is ZOOM’s rock star. Get to know her!
From Scientist to Marketer: The Data-Driven Journey of Nick Copping
Our Co-CEO Nick Copping started his career in upper atmospheric physics at NASA. How did he transition from collecting data in space to a career in technology and ultimately marketing? Follow his journey and fascination with data.
The Unintended Consequences of In-House Positioning
When positioning is developed in-house, it’s often undervalued and unadopted by folks who don’t agree. Using outside experts—and data—aligns leadership, streamlines marketing, and accelerates sales. Here’s why.
Positioning Leader Spotlight
As the new CMO at Nutanix, Mandy Dhaliwal was tasked with positioning and marketing the massive transformation of the company's business model. Since Mandy joined, the company’s revenue has quadrupled.
How Leaders Maximize Marketing Resources in Challenging Times
Smart companies sieze the opportunity to survive and thrive.
Positioning Leader Spotlight
Snowflake CMO Denise Persson grew four startups beyond $100M. Her current success, Snowflake, broke the record as the largest software IPO in history. Its market cap has grown to over $55B. How did she get there? We found out.
Gen Z Reveals Emotional Intelligence in Classroom Positioning Assignment
We did a positioning workshop with a group of incredible teens at Pinewood High School. The results provide valuable insight into Gen Z.
How Data-Driven Positioning Boosts Customer and Community Support
The wonderful unintended consequences of positioning happen when all aspects of the business embrace it.
Define Your Hill on Your Terms, Own Your Brand.
These case studies demonstrate the value of defining your own hill. These leaders have increased company value, streamlined the sales process, and aligned leadership around data-driven positioning.
2022 Year-End Review: Top 3 Trends in Product and Service Positioning
With 24 years in the biz, we've seen positioning strategies and word choices that make or break success. Here are the three hottest positioning trends we saw in 2022.
Something Old, New, Borrowed and Viral in Marketing
Ellie shares something old, new, borrowed and viral! Four stellar ways we’ve seen clients capture hearts and minds in their markets.
Positioning Leader Spotlight
Ali took the helm as Databricks CEO in 2016 and aimed to grow the series B startup by commercializing Apache Spark that he helped create. Databricks is now one of the largest private, venture-backed U.S. company with a $62B valuation.
Positioning Leader Spotlight
When Scott joined ThoughtSpot as CMO the company had no revenue and 40 employees. Today this data unicorn has over $100M in revenue and a $4.2B valuation. How did he do it? We asked.
Lessons from Positioning Leaders
We reached out to 16 of our top C-level clients to get their secrets for rolling out new positioning. What sets the positioning leaders apart from laggards?
A ZOOM into 24 Years of “Then and Now” Moments
Take a ZOOM back in time and see what’s changed since we’ve built our hill in 1997.
Snowflake CMO: How to Position for Your First $100M and Beyond
Snowflake CMO Denise Persson shared her 5 pillars to success at SaaSTr Build. Here’s what they are, why positioning is the first critical step and how to get it right.
Authentic Positioning to the Rescue: Clients Respond to COVID
Check out our clients’ creative & authentic response to the COVID crisis takes our respect to new heights.
Our passion for the planet
At ZOOM Marketing we like to tackle the world’s toughest positioning challenges. Our day job is spent differentiating tech industry leaders as category leaders. After hours, we think about how we can put our craft to work for the planet. We’ve inspired and co-sponsor The Humane Planet Speaker Series.
ZOOM joined forces with Palo Alto Humane Society and the Sweet Farm to create The Humane Planet Speaker Series: Thought Leaders for a Sustainable World. The series features inspirational speakers—entrepreneurs, scientists, politicians and thought leaders—who are exploring new ways to create a more sustainable and compassionate world with positive impacts on animals, plants and the planet.
In 2022, we featured two blockbuster speakers: Senator Cory Booker (D-NJ) who announced the Industrial Agriculture Accountability Act last month, and award-winning animal advocate, Daina Bray.
Events are free to the public, held online or in Silicon Valley or New York. Watch past events, read recaps, get involved, or subscribe to hear about future events.
