/suede-product-marketing

name: suede-product-marketing
description: "Suede AI product-marketing context: drafts and versions the shared .agents/product-marketing.md record of product, audience, ICP, personas, positioning against real alternatives, objections, switching forces, verbatim customer language, sourced proof, goals, and canonical entity facts (official names, one-line description, sameAs profiles, the buyer questions search engines and AI assistants should answer). Every other Suede marketing skill reads it first. Use when a project needs that shared record created, auto-drafted from a codebase, or updated. NOT FOR: writing a campaign (use suede-campaign-in-a-box), conducting new customer interviews (use suede-customer-research), debating a contested positioning bet (use suede-marketing-council), or publishing brand claims."
metadata:
  version: 2.2.0

Suede Product Marketing Context

Suede AI Product Marketing maintains the shared evidence layer for audience, positioning, objections, customer language, and proof. The Suede growth suite reads this context so each downstream skill starts from the same verified product story.

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 only what the sources actually say. **Every auto-drafted field carries its source** in the form `[src: path/to/file.md]`, the file the claim came from. A field with no source is not drafted: leave it empty and mark it `[unverified]`. 3. Never source a field from inference. If the README implies a differentiator without stating it, if a competitor is guessed from the category, or if a testimonial-shaped sentence in marketing copy has no attributed customer, that field is `[unverified]`, not a draft with a hedge. Differentiation, Competitive Landscape, Proof Points, and Customer Language are where this rule earns its keep; a fabricated entry there propagates to every skill that reads this doc. 4. Present the draft and say plainly how many fields are sourced versus `[unverified]`, then ask what needs correcting or is missing 5. Iterate until the user is satisfied. A field the user confirms in conversation is sourced as `[src: user]`

**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 four switching forces:

• **Push**: What frustrations drive them away from current solution
• **Pull**: What attracts them to you
• **Habit**: What keeps them stuck