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21. May 2025

Zoom intensifies channel communication - with the strategic and operational support of Evernine

21. May 2025
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evernine editorial team

The challenges for targeted B2B communication in the tech sector are high: markets are differentiating faster, partner structures are becoming more complex and editorial reach is increasingly dependent on targeted placement. In order to successfully address partners in this environment, Zoom is relying on the expertise of Evernine. The aim of the collaboration is to expand its presence in the DACH channel, strengthen its brand position and reach relevant partners with strategic content.


As the agency responsible for PR and channel communication, Evernine has been developing consistent and market-orientated messaging for Zoom since the beginning of the year in order to reach potential partner companies in the DACH region. The focus is not just on selective visibility, but on building a sustainable communications architecture - from strategic consulting and content creation to active media relations. A central component is the clear differentiation from competitors and the development of added value for partner companies in the channel.

Structured communication for a dynamic market

The collaboration began with a multi-stage onboarding process in which target groups, the competitive environment and existing measures were jointly analysed and prioritised. Based on this, a well-founded communication concept was developed: at the centre is the so-called ‘theme house’, which bundles Zoom's strategic thrusts into three content pillars and links these directly with channels and formats.

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Strategic messaging at the digital desk: the communication pillars in the Zoom theme house network content, channels and target groups in the DACH channel. (Image source: Evernine)

This framework serves as the basis for press work, accompanying blog content and social media activities. The content is played out according to a detailed topic plan, which covers key topics each month and is aimed at specific target groups in the channel. At the same time, target media were identified and a differentiated media strategy was defined that focuses on both reach and depth of content. In addition to traditional press releases, we use exclusive media co-operations, editorial guest contributions and expert interviews to anchor Zoom in the relevant media environment in a targeted manner. The selection of channels follows a clear segmentation according to regions, industries and sales categories - with a particular focus on specialised media in the channel sector.

Initial results confirm the strategic approach

The starting signal for the new channel campaign was given with the publication of the joint press release on Zoom's sales partnership with KOMSA. The response was clear: in addition to an open rate of over 45% in direct distribution via our media mailing list, the press release received more than 400 hits via Pressebox and a double-digit number of publications in leading channel media in Germany, Austria and Switzerland - including IT-Business, CRN and ChannelPartner. The results show: The topics are attracting interest, the momentum is there.

Outlook: Thematic deepening and direct media contacts

The communication plan for the coming months has been finalised. We will continue to position Zoom along the defined content pillars on the basis of a harmonised topic plan - with articles on product innovations, market trends and partner strategy. In addition to the editorial work, a media brunch with selected specialised journalists is planned for the summer. The aim is to convey key messages in person, make Zoom's channel strategy in the DACH market tangible and promote professional dialogue at eye level.

The measures are embedded in a long-term roadmap that dovetails editorial placements, social media and event formats. The result is a coherent communication strategy that offers substance, creates visibility and addresses partners in a targeted manner.

Further information about Evernine's comprehensive PR & content services can be found here.

 

Source cover picture: Evernine

 


 



 

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