26min chapter

Product Growth Podcast cover image

How ZoomInfo Grows: The Story, Growth Motion, and Product Strategy with CEO and Founder Henry Shuck

Product Growth Podcast

CHAPTER

Niche Targeting and Strategic Evolution

This chapter explores the strategic approach of targeting medium-sized IT companies, emphasizing the need for a focused marketing strategy that aligns closely with customer needs. It discusses the evolution of data assets and marketing tactics, transitioning from manual outreach to a sophisticated account-based marketing strategy. The narrative reflects on the challenges and learnings during the rebranding from DiscoverOrg to ZoomInfo, highlighting the cultural dynamics and considerations involved in this significant transition.

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