"Product marketing is about understanding the customer's needs and wants and creating campaigns that speak directly to them."

When I first started working as a product marketer for a SaaS company, I quickly realized that there were a lot of gaps in my knowledge about the company's products and target market. I constantly had to ask the company founders questions to understand the product and its value proposition.

But as I progressed in my role, I learned that certain questions were more important than others. These questions helped me truly understand the product, the market, and the customers. And they were the questions that helped me create effective marketing strategies and campaigns.

Through my experience, I've come up with a list of the top 10 questions every product marketer should ask company founders. These questions will help you understand the product and its target market and set you up for success as a product marketer.

Top 10 questions every product marketer should ask founders

What is the problem that our product solves?

This is the most basic and essential question to ask. You need to understand the problem that your product solves to create effective marketing messaging and campaigns. This question will help you understand the pain points of your target customers and how your product addresses them. It will also help you identify your product's key features and benefits that differentiate it from the competition. Understanding the problem that your product solves will also help you create messaging and campaigns that speak directly to your target customers and resonate with their needs and wants.

Who is our target customer?

Knowing who your target customer is will help you create messaging and campaigns that speak directly to them. It will also help you understand their pain points and what they are looking for in a product like yours. Targeting the right customers is critical for your product's success and marketing campaigns. Asking this question will help you create buyer personas that accurately represent your target customers, which will guide your messaging, campaigns, and product development. It will also help you identify the most effective channels to reach your target customers and tailor your campaigns to their preferences.

What is our unique value proposition?

Your unique value proposition sets your product apart from the competition and understanding this will help you create messaging and campaigns highlighting your product's unique benefits. A robust and unique value proposition (UVP) will help you attract and retain customers and differentiate your product in a crowded market. Asking this question will help you understand the key features and benefits of your product that make it unique and how they address the pain points of your target customers. Once you have a clear understanding of your UVP, you can use it to create compelling messaging and campaigns that attract potential customers.

What are our competitors, and how do we differentiate ourselves?

Knowing your competitors will help you understand the market and where your product fits in. It will also help you create messaging and campaigns that differentiate your product from the competition. By understanding your competitors, you'll be able to identify their strengths and weaknesses and develop campaigns highlighting your product's unique features and benefits. This will help you attract customers who are looking for a product that addresses their pain points in a different or better way.

What are our revenue streams?

Understanding how your company generates revenue will help you create campaigns that drive revenue growth. This question will give you insight into the different revenue streams of your company and how they interrelate. Knowing how your company generates revenue will help you identify opportunities to increase revenue and create campaigns that support those revenue streams.

What is our sales process?

Knowing your company's sales process will help you create campaigns that support the sales team and drive conversions. This question will give insight into how your company's sales team approaches potential customers and closes deals. Understanding the sales process will help you create campaigns that align with the sales team's approach and support their efforts.

What are our product roadmap and upcoming features?

Knowing your company's product roadmap will help you create campaigns highlighting upcoming features and excitement about future releases. This question will give you insight into the future developments of your product and how they align with the company's overall goals. Understanding the product roadmap will help you create campaigns that generate buzz and excitement about future releases, plans, and the direction of the product and help you create campaigns that align with the product's evolution.

What are our marketing budget and resources?

Knowing your company's marketing budget and resources will help you create feasible and effective campaigns. This question will give you insight into the resources available, such as the budget for paid advertising, the size of the marketing team, and access to specific tools or technologies. Understanding the available resources will help you create campaigns that are feasible and within the budget and also help you prioritize and optimize the use of those resources for maximum impact.

What metrics do we use to measure success?

Knowing what metrics your company uses to measure success will help you create campaigns that align with the company's goals. This question will give you insight into the key performance indicators (KPIs) that the company uses to measure the success of its marketing efforts, such as website traffic, conversion rate, customer retention rate, etc. Understanding these KPIs will help you create campaigns that align with the company's goals and contribute to the business's overall success.

What are the company's overall goals and vision?

Knowing the company's overall goals and vision will help you create campaigns aligning with its mission and contributing to its success. This question will give you insight into the company's general direction and aspirations and help you understand how your marketing efforts align with the company's goals. Understanding the company's goals and vision will also help you create campaigns that resonate with its mission and values and contribute to its long-term success.


As a product marketer, asking these questions will help you understand the product, the market, and the customers. They will also help you create effective marketing strategies and campaigns that align with the company's goals and mission. And most importantly, these questions will help you build a strong relationship with the company founders, which is essential for success as a product marketer.