Product Marketing Alliance Adds 65K Members with Semrush Traffic & Market Insights

To maximize value for its members and attract new ones, PMA needed to establish itself as a leader in the product marketing field. This required staying ahead of market trends, anticipating audience needs, and outpacing competitors with timely and relevant solutions.

In short, PMA needed to be the first and best in the professional learning and development industry—all while competing in a rapidly evolving digital landscape.

Before partnering with Semrush, PMA relied on manual data management methods for audience and market research–a process that was both time-consuming and unscalable.

With legacy technologies, PMA found it increasingly difficult to quickly uncover emerging trends, produce timely insights, and remain one step ahead of the market.

Additionally, PMA struggled to identify underserved audience segments and track performance metrics across its 15 websites. Critically, they lacked access to performance data for emerging SERP features like Google’s AI Overviews, negatively impacting their SEO results.

PMA used Semrush’s Traffic & Market toolkit (and Semrush SEO tools) to understand its market better and optimize its strategy to grow its community. Here’s a breakdown of their process:

Semrush’s Traffic & Market toolkit provides several dashboards focused on audience research, including the Demographics, Socioeconomics, and Audience Behavior dashboards.

Data provided in these dashboards can help organizations gather audience intelligence and improve their segmentation and targeting efforts.

PMA used the tool to better understand the market beyond their already engaged community base. They did this by analyzing the audiences of their top competitors to see where their audiences differed.

By comparing its current audience with competitor audiences, the organization was able to identify the segments it wasn’t serving with its current strategy. By fine-tuning its segmentation and targeting strategy, they were able to adapt to reach new audiences and bring new members into the community.

The Market Overview dashboard allows organizations to dive into traffic trends for any market or niche, providing detailed, up-to-date information about market size, competition, trends, and traffic sources.

PMA used the tool to analyze market trends and assess competitor positioning and strategy. The Growth Quadrant, for instance, provided valuable insights into competitors’ growth approaches—insights PMA could apply to strengthen their own marketing efforts for both new and existing audiences.

After identifyting competitor growth across various user behavior metrics and traffic channels, PMA turned to the Traffic Overview and Traffic Channel dashboards to explore competitor traffic trends, top pages, and top keywords.

Top keyword data, found in the Organic Search and Paid Search dashboards, has helped the organization identify emerging topics of interest for current and potential community members, enabling them to:

• Expand their offerings
• Develop audience-focused content
• Tailor engagement strategies to meet evolving audience needs

To reach new and existing audiences, PMA has benefited from adapting their strategy to better align with traffic trends across their market broadly.

Access to current information allowed PMA to make strategic outreach decisions based on the channels driving traffic with competitor audiences. It also improved the organization’s ability to predict trends, allowing it to anticipate audience needs and meet them with timely, relevant content through high-performing channels.

After taking a deep on key traffic channels using the individual Traffic Channel dashboards, data from the Sources & Destinations dashboard helped PMA unpack the unique traffic strategies of top players in their industry and uncover new opportunities.

With this data, they could better understand how top competitors were attracting and engaging audiences across different channels, enabling PMA to:

• Benchmark current traffic against competitors
• Refine their strategies and set reasonable goals for new efforts
• Optimize their efforts to capture the attention of fresh audience segments

Along the way, they also use the Top Pages dashboard to gain a clear understanding of the types of content and offerings that resonated most with audiences and identified the channels where this content achieved the best performance.

PMA filtered results by channel to understand which offerings audiences responded to and which content underperformed. This allowed them to place the right offerings in the right channels for the biggest impact.

With 15 different websites under the The Alliance umbrella, the organization found it increasingly difficult to keep up with SEO optimization as it scaled, especially with the sudden emergence of AI SERP features.

PMA leveraged Semrush’s Position Tracking tool to streamline its efforts. The tool provided a comprehensive list of all keywords for which each page was ranking, along with detailed ranking information, historical search performance, and insights into competing domains.

This data allowed PMA to analyze competitors’ SEO strategies and make data-driven decisions to improve their own search visibility.

One of the key features PMA utilized was the tool’s SERP Features filter, which let them track results across key SERP features, search elements like AI Overviews, People Also Ask boxes, and knowledge panels.

This functionality enabled the team to monitor their performance in new SERP features and identify opportunities to improve rankings.

By using these tools, PMA could evaluate the impact of their SEO strategies across all 15 websites. They were able to optimize content to maintain competitiveness in the rapidly changing search landscape while saving significant time on manual tracking and analysis.

With the help of Semrush Traffic & Market data, PMA cemented its position as a leader in the product marketing industry. By tapping into market, audience, and competitor insights, they achieved remarkable results:

• Increased new members by 79%
• Saw 109% increase in their organic traffic

PMA leveraged market, audience, and competitor insights to establish itself as a leading authority in product marketing. Here’s an overview of how Semrush Traffic & Market data helped:

• Identifying Underserved Market Audiences– PMA analyzed audience data to find untapped segments and refine targeting strategies for broader reach.
• Forecasting Market Trends and Addressing Evolving Audience Needs–PMA used market, traffic channel, and keyword data to track trends and create offerings aligned with audience interests.
• Attracting Fresh Audiences with Updated Strategies for Key Traffic Channels–PMA examined traffic data to benchmark performance and focus efforts on high-impact channels.
• Enhancing SEO Performance and Adapting to Emerging Search Trends–PMA tracked rankings and new SERP features to optimize SEO strategies and maintain competitiveness.

By identifying emerging trends and underserved audience segments, and optimizing for new SERP features, the organization shaped critical industry discussions, filled market gaps, and gained a lasting competitive advantage.