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ZoomInfo Increased Share of Voice by 373% to Dominate the GTM Space
ZoomInfo transformed its search strategy with Semrush Enterprise, fueling a market leadership after a complete brand repositioning.
TABLE OF CONTENTS
The Challenge: Reposition the Brand and Lead a New Category
ZoomInfo is a leader in B2B data and sales intelligence, powering GTM strategies for thousands of companies.
In 2024, the business launched a major strategic pivot: repositioning from a contact database platform to the definitive GTM intelligence platform. This shift required ZoomInfo to expand their search strategy and target an entirely new competitive space.
As ZoomInfo set out to define the GTM Intelligence category, the team faced critical challenges:
- Establishing authority in a new competitive landscape
- Identifying keywords and topics that resonate with GTM-focused decision-makers
- Aligning legacy content and SEO efforts with the new positioning
This wasn't just about online visibility. It was supporting a complete business transformation. The SEO team needed enterprise-grade insights to help the brand lead in a newly defined category, fast.
The Solution: Strategic SEO at Enterprise Scale
ZoomInfo partnered with Semrush Enterprise to power their transformation through a multi-stage approach that realigned SEO with their new positioning.
- Market Intelligence & Competitive Analysis
Using Semrush Enterprise's Market Analysis and Competitive Intelligence tools, ZoomInfo identified leading players and emerging challengers in the GTM space. They benchmarked competitors based on visibility, backlinks, and authority, then mapped high-potential keyword clusters and content opportunities. This formed the foundation of their revamped search roadmap. - Content Optimization & Creation
With Semrush Enterprise's Content Analysis and Optimization workflows, the team refreshed existing content to align with high-value GTM themes. They then built a pipeline of high-performing new assets targeting crucial executive-level audiences. - Real-Time Performance Tracking
Custom reports provided real-time feedback on how ZoomInfo was gaining ground in the go-to-market space, enabling consistent tracking and strategic adjustments throughout the repositioning.
“Our content efforts became more targeted, efficient, and performance-driven, while visibility reports and custom dashboards provided real-time feedback on how the company was gaining ground in the go-to-market space.“
Alec Phillips, Senior Director of Search Marketing at ZoomInfo
The Results: Search that Drives Real Business Impact
ZoomInfo achieved transformational outcomes, powering their repositioning with exceptional search results:
- +373% increase in share of voice for GTM-related keywords
- Significant gains in brand visibility among executive buyers
- Faster path to category leadership, supported by strategic SEO
“With Semrush Enterprise, we did more than simply chase rankings. We engineered a strategic shift in perception that drove real business impact.“
Alec Phillips, Senior Director of Search Marketing at ZoomInfo
Market Leadership is Secured
By combining bold brand vision with strategic search execution, ZoomInfo successfully redefined its market position. Semrush Enterprise's precision insights, real-time reporting, and market-leading content tools provided the foundation for sustained upward trajectory in the competitive GTM intelligence space.
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