Have you recently been invited to a product marketing manager interview? If so, fantastic! But an interview is, of course, only the first step. Now, you'll need to ace it!
But where should your interview prep begin for your future product marketing job?
One of the best and first things you should do is review the most common product marketing interview questions and answers. Luckily, you came to the right place.
Product marketing managers play a critical role in bringing new products to market. They also play a significant role in product development and growth after being launched.
In the end, the product marketing team can be the make or break when it comes to success or failure.
Hiring managers at major tech companies want product marketers that are savvy, innovative, and capable of working with the many teams necessary to bring products to market. They want people who know that the product marketing manager career path is right for them.
You can expect the questions asked during your product marketing interviews to be focused on evaluating just that and more.
You'll never be capable of knowing what questions you'll face during your interviews. However, you can get a solid idea of what's coming by reviewing past questions from actual product marketing interviews.
Here is our list of the top 44 product marketing interview questions.
Google's products are known the world over. As a product marketer, you'd be communicating the value of features to a global audience. Product marketing at a large scale comes with unique challenges though.
This sample answer is from our PMM interview course where we go over the most common PMM interview questions.
Spotify's "Wrapped" campaign is my favorite marketing campaign. Each year, Spotify rounds up their most streamed artists, songs, podcasts, and more. They look at listening trends at both the platform level and the individual user level.
Spotify also released its "Playlist of the Decade" which featured the most popular songs over the last ten years. Users could of course listen to all of them inside of Spotify.
This yearly round-up of listening trends originally launched in about 20 different markets. When it launched, I was living in New York City. I remember Spotify doing a complete take-over of Penn Station with billboards and flyers showing off the craziest listening behavior—people who only listen to Taylor Swift or how many people listen to "Party in the USA" every day.
Individual listeners on Spotify get personalized playlists and listening histories delivered to their inbox. The usual data is in there like most listened to songs and artists. But Spotify takes things a step farther by also showing off how many minutes you spent listening to the same songs as your friends. They provide shareable cards for listeners to post to their own social media to show off their cool listening habits.
The "Wrapped" campaign has been a huge success for Spotify. Spotify reports that millions of listeners took to social media to share their listening habits. This was ultimately a lot of free advertising for Spotify who get the added bonus of social proof—if Spotify is cool enough for your friends, why don't you have a subscription yet?
Finally, the official "Wrapped" playlist on Spotify garnered over 3 billion collective streams by almost their entire userbase. 60 million people tuned in to hear what sounds were playing around the world.
Anecdotally, I saw the campaign advertised in my own inbox and social media feeds. Dozens of friends showed me their top songs and helped create an organic marketing moment for all of us."
Watch a a product marketing manager answer this question in the video below.
Learn how to think about things like total ad revenue per user, per year. How many sessions are Android users engaging in every day? How many of those sessions are moments to engage with advertising?
Watch a Google Product Marketing Manager answer this interview question here.
This one should be easy, right?
"I've been enamored by cars since I was a kid. So when Google announced its investments into driverless cars, I knew I wanted to work at Google. I've watched the company make progress in autonomous driving with Waymo and Maps updates and I still believe there's enormous potential in the space to make driving safer for everyone. Over my career, I've done my best to shape my marketing skills to be able to one day work directly in autonomous vehicle technology. I want to help make the world a safer place. As product marketing manager, Google would be an amazing place to continue to level-up my skills with such a large audience."
This answer is based on a reply from one of our community members. See more answers to this question here.
The Barnes and Noble Nook e-reader is a great product not being marketed well. It suffers from a clear product marketing problem.
Although Amazon had a competitive advantage in 2007 with the Kindle, the Nook missed a big opportunity. Had B&N marketed the nook more creatively, I believe it could have been successful.
The Nook failed to:
Read a Google Product Marketing Manager's response to this question here.
For this question, be sure to focus on a specific example. Use data from your past product marketing experience to talk to the efficacy of a product launch. Your interviewer is looking for specifics about how you'll behave as a product marketing manager.
First, ask your interviewer if they'd like you to focus on a brand in the same space as them or any brand you like. We encourage you to pick a brand that's easily recognizable so you don't have to spend much time explaining what they do.
Your interviewer wants to know how you think about branding. What values are important in a brand and how are they communicated to the customer?
Share a story about a marketing campaign from this brand that caught your eye and secured a place in your heart.
The main strength of a product like Google Play is the enormous market share Google already has. Android users are already familiar with the Google ecosystem and are willing to engage with new Google products.
Conversely, increasing revenue for a product or brand like Google when they're already so saturated in a market is hard. Most companies seek to grow their user-base with product marketing to increase revenues, but Google likely doesn't have that option at a large scale.
Lastly, because of the size of the Google Play store, app quality can be hard to maintain. With millions of Google Play apps already available, keeping up with user reviews and fraudulent apps is tricky.
Remember to ask qualifying questions about what the user segment looks like. Who your users are will affect your product launch.
Think about how the disabled interact with the world and understand the challenges they face. Working in a virtual environment presents challenges on its own as well. How does working in VR affect mobility and what pain points may arise?
You should also mention how you'll work with the product development team to understand limitations of building features.
Watch a product marketing manager at Facebook answer this question here.
Your answer should focus on three key areas. Use knowledge from your own product marketing experience to answer.
Ask clarifying questions and think about things like:
To answer this question, focus on:
Facebook and Meta's company mission is to help people connect and build communities. Facebook does this by letting users share news, photos, and connect with common interests. You can see these values in most of Meta's product marketing communications.
The Newsfeed is a legacy product for Facebook. As such, you likely won't spend much time focusing on acquisition or familiarizing users via product marketing. Instead, metrics around retention, sharing, and engagement of specific content types are important.
Marketers and product marketers are always faced with challenges of reaching their intended audience. Privacy changes and noisy marketing channels may influence how difficult it is to reach customers.
Product rollout questions are a key part of your daily product marketing activities.
To launch a new product, you start by evaluating your idea, assessing product market fit, building a prototype, gathering customer feedback, making improvements to your prototype, and executing on a marketing strategy that communicates the product to its intended customers.
Use specific examples from your product marketing career to draw from. Outline the situation, what tasks helped you achieve the goal, what actions did you take, and what were the results of those marketing initiatives?
This is an estimation question. Your interviewer isn't concerned about you getting the right answer, so much as how you get the answer.
Estimation questions show up every now and again in Meta's product marketing interviews, so be prepared.
Commonly asked by companies like Meta, estimation questions challenge you to reason about the size, complexity, or magnitude of practically anything.
As always, pick a specific product example to focus on for this answer. Saying something like "Facebook could improve privacy" isn't enough.
Assess why the product isn't working as well as it could, explain the disconnect between user expectations or desires and the product market fit, and what specific actions you'd take to improve the experience.
Product marketing is about bridging the gap between product improvements and communicating them with the user.
Is there a time in your product marketing manager career that you didn't have all the information to make a decision?
Amazon values product marketers who have a bias to action. This means that they're comfortable making decisions even if the circumstances are uncertain.
Tell a story about the situation you faced in a previous product marketing manager role. Explain how you prioritized metrics and goals when thinking through the outcomes of your decision. What potential pitfalls were possible because of this lack of information?
Wrap up your answer by highlighting how your decision in a time of uncertainty was the right move to make.
This sample answer was inspired by one of our community members. Read more expert answers.
This isn't a trick question. Focus on a specific product marketing campaign from your past that had to deliver exceptional results with little financial support. Remember to explain the company's goals, how the launch went, what you were tasked with, and how well it performed.
Watch a product marketing manager explain how to answer go-to-market strategies.
The key to answering this question is to focus on the demographics of Twitch users. What natural crossovers happen between Amazon Prime's content offerings and the consumers of Twitch?
View answers to this question from other product marketing manager professionals here.
Some things to think about when answering this question are around the clarification of rush hour and the types of commuters in the USA.
Work days in the US are usually in the mornings from about 8AM to 10AM. Then at the end of the day, traffic gets busy around 5PM when work lets out.
People may also be going to pick up their children from school or daycare or maybe even grocery shopping.
What's the goal of a product for rush hour? What type of drivers are you targeting during these peak times? What solutions are you offering them to their unique car problem?
In this question, share your vision for what a product like this looks like and how its features will directly address pain points. What tradeoffs do you have to make for drivers during rush hour?
Watch a Meta product manager answer this question below.
Watch a Meta product manager describe how to design a fitness app for Facebook users.
Watch a sample answer to this question here.
Listen to a former Yahoo product manager answer this question here.
Prioritizing multiple ideas comes from understanding a business' goal. If the quarterly goal is to boost revenue, ideas would be sorted by which has the highest impact on that goal.
As part of the product marketing team, it will be your job to communicate the most impactful features. You may work functionally with the sales team, product, and engineers. You'll need to understand their constraints and desired outcomes too.
Your interviewer is looking for a "context-first" approach. This means designing products and experiences specifically for customers depending on where they are or how they're interacting. Clubhouse focuses on mobile audio listening. Are there other use-cases for a platform like Clubhouse?
Focus on users and think about how there is fierce competition right now for audio and podcasts.
Recognize how feasible it would be to make a better listening or searching experience. What trade-offs would you have to make to capture a market?
Finally, what is your go-to-market strategy? As a product marketer, you need to define clear KPIs for your interviewer on how you'd move forward.
To effectively answer product design questions, just remember what these questions attempt to evaluate. That being:
The best way to prepare for product design questions is simply practice, practice, practice.
Of all the questions you'll be asked in your product marketing interviews, these will surely be the ones most focused on your creativity.
Unfortunately, many people mistakenly think that creativity is something entirely innate and can't be practiced or developed. But this is not the case.
During your product marketing interviews, product design questions and other creativity-based questions can be answered effectively using the SCAMPER framework.
In addition to walking through the specifics of a product marketing strategy, mention some soft skills as well.
Talk about organizing and prioritization. Demonstrate time management and how you'd think about the timeline of a rollout. How would you lead other team members and communicate internally about the rollout?
How will you communicate with the product development team to understand how features work?
Peloton's marketing strategy so far has been largely organic. From clever partnerships with celebrity instructors to creating hype around a luxury product, they've built a cult following.
To grow globally, you'd need to understand the fitness goals and habits of other markets. Are there markets similar to the US that could be easy to test out? What economic factors may help you decide which countries to expand to?
Who are the user personas for a mid-segment phone? Would they be willing to pay more for improved picture quality? If not, how would you offset a decrease in sales?
To become fluent in a language, you need to:
As a product marketing manager, your job will be to communicate the value of doing these things regularly. You could explore options like gamification, marketing campaigns to complete challenges, or create push-notifications with reminders to practice.
Look to competitors to understand why users succeed or fail to become fluent in a language.
What features would help position Grammarly differently? What strengths does Grammarly have that could help it succeed in this space?
A company like Airbnb has strong product marketing. They've separated lodging from the experience of being in a new place. On Airbnb, you can find anything from a couch to sleep on to a penthouse overlooking the ocean.
Airbnb sells experiences and helps customers feel like they're at home when they're traveling.
This is contrast to their hotel competitors who provide the convenience of lodging. Their product marketing strategy is primarily around consistency and ease.
Product strategy interview questions are very similar to product design questions. So much so that some companies may bunch a blend of Strategy/Design questions into one kind of question during your product marketing interviews.
Nevertheless, many companies are moving away from this and asking product strategy questions in their own right.
These questions seek to gauge a candidate's abilities to understand the competitive landscapes and markets their products are involved in. Product marketing is only effective when you can see the whole picture.
Product strategy questions asked in your product marketer interviews will likely be focused on one of the following:
Product marketing manager product strategy questions will also, unsurprisingly, be focused on marketing strategy.
Marketing strategy is the high-level analysis of how an organization or product will operate in a particular market and acquire users and customers. As you can expect, these questions may also involve how you work with the sales team.
Product strategy is aspect of an organization that often shifts quickly and consistently. Even so, it is the guiding light for a company's branding, positioning, and go-to-market plan.
To prepare for product strategy and marketing strategy interview questions, you should do your homework. Be sure to research all the competitors and products in your space.
Ask yourself how these competing companies position their products? What are their go-to-market strategies? What is working and what isn't?
Below are some of the most common behavioral product marketing interview questions.
Truth be told, how you answer behavioral product marketing interview questions should not be that different from how to best answer behavioral interview questions more generally.
However, in many cases, product marketing behavioral questions will likely be focused on instances such as working alongside the sales team or conducting marketing campaigns.
While we certainly don't recommend you should rely primarily on interview frameworks, the STAR method is a perfect framework for answering behavioral questions.
STAR, as the name suggests, consists of four components:
Here's a brief overview of each:
You should begin your behavioral answers by describing the situation, including your particular role in it.
You should strive to go beyond a simple description. Instead, really elucidate how the situation was challenging, worth discussing, and one that demonstrates your qualities as a product marketing manager.
Now, describe the task(s) involved in the situation.
This stage of STAR could often feel redundant, as this may have already been covered in the Situation section.
Even so, it's typically helpful to reiterate what tasks and actions were necessary for the specific situation.
This is also an excellent place to introduce what objectives or benchmarks were involved or were striven for.
This is the real mate and potatoes of the behavioral interview answer.
This section of STAR is where you explain what you actually did in the situation you outlined and how you accomplished the task at hand.
If done correctly, your Action section should demonstrate many relevant product marketing skills for your interviewing position.
It's highly recommended that you comb over the job description that is provided in the job listing to figure out which skills, in particular, are most important for the role.
Be sure to talk about yourself, your team, and the others you worked with to actualize your solution.
Finally, you need to explain the results of these actions to your interviewer.
Hopefully, this should be the most enjoyable part of answering behavioral questions because you can demonstrate your previous successes.
Explain how you helped solve the problem your organization was facing. Most importantly, remember to include any lessons or things you learned along the way that make you a better product marketing manager today.
How you could answer this question:
While we can't guarantee that you'll be asked this or some variation of this question in your product marketing interview, you should still prepare as if we can.
This is one of the most common product marketing interview questions around.
Be sure to come into your product marketing manager interview with a rehearsed answer to this. It's best to choose one that is genuinely your favorite-one that you actually use regularly.
Ask yourself why this product works so well, why you chose this particular product and not a competitor, and how the future development of this product could influence the space it occupies.
As an example, let's choose the NYT Crossword app. The NYT Crossword app allows for a seamless and fun way to do crossword puzzles on a mobile device.
You could dig into how the NYT app regularly updates the content of its crosswords and includes many exciting features such as player stats.
But, while this question is aimed at your favorite product, it shouldn't necessarily be all sunshine and rainbows. You should always try to include the ways your favorite product can be improved. Doing so will inevitably demonstrate your chops as a product marketer.
In this case, you could communicate how the NYT app could expand the types of content it regularly updates.
For instance, even if you use the app daily, users may only do so for a short while. They may complete their crossword in a few minutes and close the app.
This product could potentially be improved by adding other puzzles, such as cryptograms, Sudoku, etc.
How you could answer this question:
This is another common, albeit challenging, question during product marketing interviews.
Nevertheless, an effective answer can be broken down into three parts. These are:
Let's take a closer look at each:
First and foremost, before you can describe a successful go-to-market strategy, you must first detail the necessary research to formulate it.
Product marketers must first investigate their market, competition, and the desired users before devising a go-to-market strategy.
You should begin answering this question by communicating the market landscape for your particular product, the market trends in your space, the best timing for a product launch, and what market opportunities exist for your product.
As a product marketer, you likely have experience thinking about the competitive landscape.
Then, detail the competitive analysis necessary for your go-to-market strategy. Be sure to communicate how your product stands up against its competitors and your product's unique value proposition.
Finally, you need to detail the user research aspect of your go-to-market strategy. This includes the target audience, the target personas, and how your product brings the user value or solves a problem for them.
Following the market research, you'll need to outline the details of the marketing plan.
First and foremost, this plan must start with the goals and key objectives of the product launch/growth. Product marketers must first develop a list of KPIs and metrics to measure these objectives. This is a necessary step before any precise marketing tactics should be developed.
Once you do so, however, you should begin to do just that. All effective go-to-market strategies will include marketing messaging and allocating resources to help drive the strategy forward.
To this end, it's wise to create a framework that can be used during this planning phase. This framework should include the product's personas, messaging pillars, and unique value proposition.
Last but certainly not least comes the execution phase of the go-to-market strategy. This is where the rubber meets the road if you will. Where the strategies become marketing campaigns. Naturally, this phase will involve product launch.
As we mentioned, product marketers are those individuals that lie at the intersection of many different roles and departments. The most notable of these are Public Relations, Product Management, Sales, Demand Generation, Design, Content, Social, and several others.
The successful execution of any go-to-market strategy involves coordinating and working with all these different teams. While the execution phase is arguably the most consequential, adequate planning will help determine the outcomes of this phase and the success of the product launch.
This means planning for events such as periodic check-ins. Successful execution in your marketing campaigns also involve creating a detailed project plan that includes tasks, who is responsible for what, due dates, and milestones.
Hopefully, this list of product marketing interview questions was helpful for your interview prep.
Chances are, you'll want some additional resources to help you even more.
Here at Exponent, we have helped tens of thousands of product marketers, product managers, technical product managers, and more land their dream jobs in tech.
💬 Study up on example product marketing interview questions
📖 Read through our company-specific Product Marketing interview guides
👯♂️ Practice your behavioral and product strategy skills with our interview practice tool.
👨🎓 Take our complete Product Marketing Management interview course.
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