If you’re running sales or marketing in a B2B company, you’re always looking for ways to make things less painful. You want to cut down on the mess—notes scattered across tools, follow-ups that fall through the cracks, endless meetings that could’ve been emails. Zoom is everywhere, but most teams only scratch the surface of what it can do. This guide is for sales and marketing folks who want to get past the basic video calls and actually use Zoom to make their workday easier, not harder.
Let’s dig into the features that are worth your time, the ones that aren’t, and how to set things up without overcomplicating your life.
1. Scheduling That Doesn’t Suck
Calendar Integrations
Zoom plugs into Google Calendar, Outlook, and a few others. This isn’t fancy, but it saves time. When you create an event, Zoom drops in the meeting link automatically—no more copying and pasting or sending “here’s the link” emails five minutes before the call.
Pro tip: Set up your default meeting settings (waiting room, passcode, etc.) in your Zoom account once. That way, every invite you send out is ready to go, and you won’t waste time fiddling with settings every single time.
Booking Links (Zoom Scheduler)
Zoom’s built-in Scheduler lets people book time with you—think Calendly, but less polished. It’s basic but does the job if you don’t want to pay for yet another tool. You can set your availability, connect your calendar, and let prospects or partners pick a slot. The meeting link is auto-generated.
What works: For one-off demos or quick chats, it’s fine.
What doesn’t: If you need serious customization (buffer times, round-robin routing to multiple reps, etc.), stick with dedicated scheduling tools.
2. Making Calls Feel Less Like Work
HD Video and Audio
Obvious? Maybe. But don’t underestimate how much a clear, reliable video call matters—especially if you’re selling to folks who don’t know you yet. Zoom’s quality is usually solid and requires less fiddling than some alternatives.
Pro tip: Use the “Touch Up My Appearance” setting, but don’t overdo it. It won’t close deals for you, but at least you won’t look like you just rolled out of bed.
Waiting Rooms and Authentication
This is about looking professional and not wasting time. Waiting rooms let you control when people join. Lock meetings if you’re sharing sensitive info. Require authentication if you’re dealing with clients’ data.
What to ignore: Most B2B sales calls don’t need breakout rooms or fancy backgrounds. Keep it simple—focus on the conversation.
3. Recording and Transcription: Your Secret Weapons
One-Click Recordings
With Zoom, you can record any call with a single click. This is a lifesaver for sales demos, discovery calls, or marketing interviews. The real value? You’re not scrambling to take notes or missing key details.
- Local vs. Cloud: Cloud recordings are easier to share and search. Local recordings are fine if you’re worried about privacy or have a strict IT setup.
Automated Transcriptions
Zoom can auto-transcribe your calls (cloud recording only). Is it perfect? No. But it’s good enough to grab quotes, pull out action items, and make sure you don’t miss follow-ups.
Pro tip: Send call recaps with key points and next steps. Copy-paste from the transcript, clean it up, and you look organized without breaking a sweat.
Sharing Recordings
You can share recordings with a link, and even require a password if you want. Handy for sending a demo to a prospect who needs to show it to their boss—or proving you actually did promise that feature (yikes).
What doesn’t work: Don’t expect the transcripts to be flawless, especially with industry jargon. Always double-check before sharing externally.
4. Built-In Chat and In-Meeting Messaging
In-Call Chat
Use it for sharing links, dropping files, or getting questions from a group without interrupting the flow. It’s basic, but it works.
Warning: The chat disappears once the meeting ends unless you save it. If someone shares a key detail, copy it over to your CRM or notes right after the call.
Persistent Team Chat
Zoom now pushes its own “Team Chat.” It tries to be Slack, but it’s nowhere near as good. If you already use Slack, Teams, or something similar, you can safely ignore this unless your company is all-in on Zoom.
5. Integrations That Actually Save You Time
CRM Integrations (Salesforce, HubSpot, etc.)
Zoom connects to major CRMs. You can log meetings, pull up contact records, and sometimes even trigger workflows based on meetings. If you’re running a sales or marketing team, this cuts down on manual entry and makes sure nothing gets lost.
- For Salesforce: You can auto-log call details, pull up records before/during meetings, and attach recordings/transcripts.
- For HubSpot: Similar deal, but less granular. Meeting activity can sync with contacts and deals.
What to ignore: Don’t bother with integrations you won’t actually use—just because it connects doesn’t mean it’s worth the hassle.
Zapier and Other Connectors
If Zoom’s native integrations aren’t enough, Zapier can connect Zoom to hundreds of other tools. You can trigger workflows like:
- Adding Zoom registrants to your email list
- Creating follow-up tasks after a call
- Sending Slack notifications for meeting activity
Pro tip: Start with one small automation that saves you real time. Don’t try to automate everything on day one.
6. Webinars and Virtual Events (Without the Headaches)
Zoom Webinars
If you run live demos, product launches, or marketing events, Zoom Webinars is built for this. The good:
- Scales to hundreds or even thousands of attendees.
- You control who can talk (attendees vs. panelists).
- Built-in registration, Q&A, and polls.
Analytics and Lead Tracking
You can track who registered, who showed up, and how long they stayed. This is gold for sales follow-up—no more guessing which leads are actually interested.
What works: Use webinars for high-intent prospects or thought leadership. Export attendee lists and sync them to your CRM for targeted follow-up.
What to ignore: Don’t use webinars for small group sales calls—it’s overkill and feels impersonal.
7. Whiteboards and Collaboration Tools
Basic Whiteboarding
Zoom has a built-in whiteboard that lets you sketch ideas, map out processes, or take quick notes during a call. It’s not Miro or Figma, but it’s handy for quick visuals.
- Good for: Explaining a concept live, jotting down next steps.
- Not great for: Complex collaboration or anything you want to save and refine later.
Screen Sharing
Old-school but essential. Share your screen to walk through a deck, demo software, or troubleshoot with a client. You can give control to someone else if you need true collaboration (like filling out a form together).
8. Security Settings That Won’t Make You Tear Your Hair Out
Security isn’t sexy—but it matters, especially if you’re handling sensitive client info or pitching big deals.
- Use waiting rooms for all external meetings.
- Require passwords for webinars and high-stakes calls.
- Lock meetings once everyone’s in.
What works: These are quick switches in your settings—set and forget.
What doesn’t: Don’t bother with every single security feature unless your IT team requires it. Most B2B calls aren’t likely targets for Zoombombing anymore, but basic precautions are smart.
9. Reporting and Analytics (If You Actually Use Them)
Zoom gives you reports on attendance, meeting length, and participation. For most B2B sales and marketing teams, the basics are enough:
- Who showed up
- How long they stayed
- Poll and Q&A results (for webinars)
Pro tip: Use these to spot no-shows and quickly follow up, or to see which webinars actually move the needle.
What doesn’t work: Don’t expect deep insights. Zoom’s reporting is functional, not fancy.
Keep It Simple—Then Tweak
Zoom can absolutely help B2B sales and marketing teams run smoother, but only if you stick to what works. Set up your basics—calendar integration, simple recordings, CRM sync—then build from there if you really need more. Don’t get sucked into every new feature that lands in your dashboard.
Test a few workflows, see what actually saves you time, and ignore the rest. The goal is less busywork, not a flashier tech stack. Iterate as you go, and if a feature isn’t pulling its weight, ditch it. Your future self will thank you.