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