Can people claiming success with this product provide just a little more context on how it helped your company? I always think there might be astroturfing with these kinds of submissions.
SEMRush can tell you how many people search a variety of terms, and what websites they're visiting after those searches. You can then use this to change the language (key phrases and the like) on your website, and write content (blog posts or landing pages) that fits with existing search user preferences.
You can also pop a competitor, client, or supplier's website into SEMRush, and see how much they spend on ads, as well as how many people are finding their website via search. This can help you figure out what they're doing well, and where they do poorly. You might be able to rank for similar keywords, or go for keywords they aren't targeting.
It's useful for people doing SEO, not much else.