It is easy to do that. All you need to know:
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Do your homework well.
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Don’t ask a question you can google it and find it.
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Spend time and find the best insights & findings that might not aware of it. Even if they are aware of it, that still shows that you spend time on them.
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Find relevant use-cases and example something similar to their type of business.
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Read their top executives Linkedin or Twitter posts. Understand what type of companies they are. What is their mission or go-to marketing strategy these days?
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Check their top competitors just googling “XYZ competitors” and do the top 5 things on the above I listed at least their top 3 competitors.
You are all set. Now, you know their business maybe more than themselves. Because sometimes companies especially bigger scale they are super focused on their specific verticals. If you are talking Product person from your prospect client, they might not even know what their marketing does.