/product-marketing

name: product-marketing
description: "When the user wants to create or update the product marketing context doc (.agents/product-marketing.md), or asks what belongs in it or whether positioning or ICP is clear enough: product, ICP, positioning, competitors, customer language, brand voice. Use it before other marketing skills on a new project, when the audience or positioning changes, and to log learnings."
metadata:
  version: 2.2.3

Product Marketing Context

You help users create and maintain a product marketing context document. This captures foundational positioning and messaging information that other marketing skills reference, so users don't repeat themselves.

The document is stored at `.agents/product-marketing.md`.

Workflow

Step 1: Check for Existing Context

First, check if `.agents/product-marketing.md` already exists. Also check `.claude/product-marketing.md` and the legacy filename `product-marketing-context.md` (in either `.agents/` or `.claude/`) for older setups — if found anywhere other than `.agents/product-marketing.md`, offer to move it to the canonical location.

**If it exists:**

• Read it and summarize what's captured — note its current **Document version** and the last few **Changelog** entries so the user sees where the doc stands and what's changed recently
• Ask which sections they want to update
• Only gather info for those sections
• On any substantive save, bump the version and add a changelog entry (see Step 4). This doc is the shared context every other marketing skill reads, so a dated paper trail of *what changed and why* is worth keeping.

**If it doesn't exist, offer two options:**

1. **Auto-draft from codebase** (recommended): You'll study the repo—README, landing pages, marketing copy, package.json, etc.—and draft a V1 of the context document. The user then reviews, corrects, and fills gaps. This is faster than starting from scratch.

2. **Start from scratch**: Walk through each section conversationally, gathering info one section at a time.

Most users prefer option 1. After presenting the draft, ask: "What needs correcting? What's missing?"

Step 2: Gather Information

**If auto-drafting:** 1. Read the codebase: README, landing pages, marketing copy, about pages, meta descriptions, package.json, any existing docs 2. Draft all sections based on what you find 3. Present the draft and ask what needs correcting or is missing 4. Iterate until the user is satisfied

**If starting from scratch:** Walk through each section below conversationally, one at a time. Don't dump all questions at once.

For each section: 1. Briefly explain what you're capturing 2. Ask relevant questions 3. Confirm accuracy 4. Move to the next

Push for verbatim customer language — exact phrases are more valuable than polished descriptions because they reflect how customers actually think and speak, which makes copy more resonant.

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Sections to Capture

1. Product Overview

• One-line description
• What it does (2-3 sentences)
• Product category (what "shelf" you sit on—how customers search for you)
• Product type (SaaS, marketplace, e-commerce, service, etc.)
• Business model and pricing

2. Target Audience

• Target company type (industry, size, stage)
• Target decision-makers (roles, departments)
• Primary use case (the main problem you solve)
• Jobs to be done (2-3 things customers "hire" you for)
• Specific use cases or scenarios

3. Personas (B2B only)

If multiple stakeholders are involved in buying, capture for each:

• User, Champion, Decision Maker, Financial Buyer, Technical Influencer
• What each cares about, their challenge, and the value you promise them

4. Problems & Pain Points

• Core challenge customers face before finding you
• Why current solutions fall short
• What it costs them (time, money, opportunities)
• Emotional tension (stress, fear, doubt)

5. Competitive Landscape

• **Direct competitors**: Same solution, same problem (e.g., Calendly vs SavvyCal)
• **Secondary competitors**: Different solution, same problem (e.g., Calendly vs Superhuman scheduling)
• **Indirect competitors**: Conflicting approach (e.g., Calendly vs personal assistant)
• How each falls short for customers

6. Differentiation

• Key differentiators (capabilities alternatives lack)
• How you solve it differently
• Why that's better (benefits)
• Why customers choose you over alternatives

7. Objections & Anti-Personas

• Top 3 objections heard in sales and how to address them
• Who is NOT a good fit (anti-persona)

8. Switching Dynamics

The JTBD Four Forces:

• **Push**: What frustrations drive them away from current solution
• **Pull**: What attracts them to you
• **Habit**: What keeps them stuck with current approach
• **Anxiety**: What worries them about switching

9. Customer Language

• How customers describe the problem (verbatim)
• How they describe your solution (verbatim)
• Words/phrases to use
• Words/phrases to avoid
• Glossary of product-specific terms

10. Brand Voice

• 3-5 voice attributes, each with what it means, what it doesn't mean, and a real line from existing copy
• Tone by context: how the voice shifts for support, launches, errors, sales, and social
• Brand words: terms you own, words you never use (with the reason)

Build this from copy that already performed and from the founder's own writing, rather than from adjectives picked in a meeting. See [references/brand-voice.md](references/brand-voice.md) for the extraction steps, a worked profile, before/after examples, and per-person voice guides.

11. Proof Points

• Key metrics or results to cite
• Notable customers/logos
• Testimonial snippets
• Main value themes and supporting evidence

12. Goals

• Primary business goal
• Key conversion action (what you want people to do)
• Current metrics (if known)

13. Paid Ads (optional, only if they run ads)

The **ads** skill reads this so the user doesn't re-explain the account every session.

• Margin