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Create a winning go-to-market strategy

See how product marketers use customer and market insights to develop buyer personas, create strong messaging, and succeed in their industry.

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Product marketers have a tough job. They need to combine market and customer knowledge to influence the product roadmap, create go-to-market strategies, and enable marketing, sales, and customer success teams to be successful. The resources within this Product Marketing Toolkit will help you answer your burning questions.

How do I ensure my product’s success in the market?

  • How do I know when we’ve achieved product-market fit?
  • What are the key differentiators of my product vs. the competition?
  • Will my messaging resonate with our target buyers?
  • How do I source compelling proof points that demonstrate value?

How do I enable my teammates to sell and market my product effectively?

  • What is the ideal customer profile we should be targeting?
  • What are our buyers’ top challenges, and how do we solve them?
  • Is my sales team confident about speaking to product value?
  • Why do we win or lose when we’re up against our top competitors?

Our sample survey templates make it easy for you to start collecting feedback in just minutes. Explore hundreds of questions across different survey types, all designed to get you accurate results you can rely on.

Market sizing

Assess market opportunities for new products or geographic expansion.

See template

Messaging analysis

Learn which messages or headlines will resonate most with your ideal customers.

See solution

Brand name analysis

Test product and feature names with your target buyers in under an hour.

See solution

Customer satisfaction

Effectively gauge customer satisfaction to build a stronger business strategy.

See template

Net Promoter Ⓡ Score (NPS)

Identify the percentage of customers who would promote you.

See template

Sales confidence

Know where to focus your sales enablement and training efforts.

See template

Why choose SurveyMonkey?

SurveyMonkey is not only easy to use, it’s the world’s leading survey platform and powerful enough to help you measure what matters.

Features to help you accomplish goals

Your business is constantly changing. Our features can help you pivot when you need to:

  • Our AI-powered SurveyMonkey Genius will help you create high-quality surveys with confidence
  • Integrations with business tools like Salesforce, Marketo, and Hubspot make it easy to reach people at the right time
  • Use our analysis tools to visualize and identify insights effortlessly
  • Synthesize key insights from text responses with Sentiment Analysis

Reach a global audience

Go beyond surveying customers to accessing a representative sample of your buyers.

Target exactly who you need to reach and get results in minutes with SurveyMonkey Audience.

Support for when you need it

Get the support that your team needs to launch feedback programs with ease

Here’s how SurveyMonkey can help:

  • We have an amazing support team - filled with product experts that help you leverage the right features to get the results you’re looking for
  • Support the way you want it with phone, email, and live chat options for getting in touch
  • Tutorials and video demos, available within our robust Help Center for those that want to explore on their own

Product marketing teams are among SurveyMonkey users from world-class brands

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Advice from product marketing leaders

Here are some common mistakes and best practices on how to avoid them.

Common mistakes

Looking for ways to better understand your buyers? Here are some things to avoid:

Being biased

Try not to ask leading questions. You want to make sure you’re collecting unbiased insight into how people really think. Similarly, don’t just rely on loyal customers for feedback. Go broader and reach a representative sample of your target buyer.

Using jargon or language that could be misinterpreted

Instead, aim for clarity and choose clearly defined and well-understood terms so that you get unbiased responses.

One-and-done feedback

Don’t think of surveys as just a one-off thing. Collect continuous feedback, so you can measure progress and stay ahead of any changes in the market.

Best practices

Want to know what product marketing experts suggest? Check out these tips:

Communicate learnings broadly and frequently

Combat internal assumptions or biases by sharing your knowledge consistently across your organization. By bringing visibility into what prospects are saying, you can rally your partners for greater impact.

Recruit targeted participants to generate the needed insights

Bring visibility to the challenges your customers are facing by sharing Not every user’s opinion is equally important. Survey the right audience based on specific business objectives to give you the most relevant insights.

Measure and track data over time

If your industry is rapidly changing, understanding longitudinal trends in buyer behavior will keep your messaging competitive and relevant.

Resources that product marketing professionals find helpful

Ultimate Guides

Get a step-by-step playbook for testing names, messages, copy, and more.

Success Stories

See how the PMM team at Brex collected data to support their value props.


Hear from top product marketers on messaging and GTM strategy.

Choose a plan that works for you

Get an individual plan with features that you need, or create a team instead!

Need a survey enterprise-grade solution?

Momentive, the maker of SurveyMonkey, empowers organizations to gain insights from customers, employees, and the market—securely and at scale.

Contact us today

Learn more about Momentive Solutions and schedule a demo.

Get access to our market research experts when you don’t have the confidence to do your own research. Our team can help with:

  • Purpose-built solutions for a variety of projects
  • Survey design consultation
  • Language translations
  • Custom analysis and more

Explore our toolkit directory

Access more toolkits for a variety of of roles

NPS®, Net Promoter® & Net Promoter® Score are registered trademarks of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld.