PMA Unlocks 79% Growth

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.Trends, PMA relied on laborious 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.Trends (and Semrush SEO tools) to better understand its market and optimize its strategy to grow its community. Here’s a breakdown of their process.

The One2Target audience research tool provides demographic, socioeconomic, and behavioral data that can help organizations gather audience intelligence and improve their segmentation and targeting efforts.

PMA uses 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 is able to identify the segments it isn't serving with its current strategy. By fine-tuning its segmentation and targeting strategy, they are able to reach new audiences and bring new members into the community.

Market Explorer 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 uses the tool to explore market trends they can leverage to further improve their marketing to both new and existing audiences.

To keep up with emerging trends, PMA looks to the Overview Report’s Top Keywords widget. Top market keyword data 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 benefits from adapting their strategy to better align with traffic trends across their market broadly.

For example, the Domain vs. Market Dynamics section of Market Explorer Overview Report provided insight into competitor strategies and overall market traffic trends.

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

Traffic Analytics provides a comprehensive overview of online performance, helping organizations dig into competitor performance and traffic sources and uncover opportunities to boost traffic.

PMA uses the Traffic Journey Report to look at the unique traffic strategies of top players in their industry and uncover new opportunities.

With this data, they can better understand how top competitors are 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 report to gain a clear understanding of the types of content and offerings that resonate most with audiences and identify the channels where this content achieved the best performance.

PMA filters results by channel to understand which offerings audiences respond to and which content underperforms. This allows 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 leverages Semrush’s Position Tracking tool to streamline its efforts. The tool provides a comprehensive list of all keywords for which each page is ranking, along with detailed ranking information, historical search performance, and insights into competing domains.

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

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

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

By using these tools, PMA evaluates the impact of their SEO strategies across all 15 websites. They 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 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 100% 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 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 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.