product-marketing – Marketing & SEO skill for AI agents

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 reality: the target CPA or ROAS that keeps the business profitable, and the hard floor (the ROAS below which, or CPA above which, to flag immediately)
• Budget and pacing: monthly budget and acceptable daily variance
• Conversion truth: which conversion actions count and what each is worth, known tracking weaknesses (lag, double counting, offline gaps), and what separates a good lead from a form fill
• Campaign naming convention and what each campaign is for, one line each
• What the agent may do (read, compare, flag, draft, recommend) and may not do without approval (change budgets or bids, pause or launch, edit tracking, publish ads)

14. Learnings

Start this empty. It fills up as work ships (see "Maintaining Learnings" below).

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Step 3: Create the Document

After gathering information, create .agents/product-marketing.md with this structure:

# Product Marketing Context

**Document version:** v1
**Last updated:** [date]

## Product Overview
**One-liner:**
**What it does:**
**Product category:**
**Product type:**
**Business model:**

## Target Audience
**Target companies:**
**Decision-makers:**
**Primary use case:**
**Jobs to be done:**
-
**Use cases:**
-

## Personas
| Persona | Cares about | Challenge | Value we promise |
|---------|-------------|-----------|------------------|
| | | | |

## Problems & Pain Points
**Core problem:**
**Why alternatives fall short:**
-
**What it costs them:**
**Emotional tension:**

## Competitive Landscape
**Direct:** [Competitor] — falls short because...
**Secondary:** [Approach] — falls short because...
**Indirect:** [Alternative] — falls short because...

## Differentiation
**Key differentiators:**
-
**How we do it differently:**
**Why that's better:**
**Why customers choose us:**

## Objections
| Objection | Response |
|-----------|----------|
| | |

**Anti-persona:**

## Switching Dynamics
**Push:**
**Pull:**
**Habit:**
**Anxiety:**

## Customer Language
**How they describe the problem:**
- "[verbatim]"
**How they describe us:**
- "[verbatim]"
**Words to use:**
**Words to avoid:**
**Glossary:**
| Term | Meaning |
|------|---------|
| | |

## Brand Voice
| Attribute | Means | Doesn't mean | Example line |
|-----------|-------|--------------|--------------|
| | | | |

**Tone by context:**
- Support:
- Launch:
- Errors:
- Sales:
- Social:
**Terms we own:**
**Never use (and why):**

## Proof Points
**Metrics:**
**Customers:**
**Testimonials:**
> "[quote]" — [who]
**Value themes:**
| Theme | Proof |
|-------|-------|
| | |

## Goals
**Business goal:**
**Conversion action:**
**Current metrics:**

## Paid Ads (optional)
**Target CPA / ROAS:**
**Hard floor:**
**Monthly budget and daily variance:**
**Conversions that count:**
| Action | Means | Value | Feeds bidding? |
|--------|-------|-------|----------------|
| | | | |
**Known tracking weaknesses:**
**Good lead vs. form fill:**
**Campaigns:** [name] — [what it's for]
**Agent may:** read, compare, flag, draft, recommend
**Agent may not (without approval):** change budgets or bids, pause or launch, edit tracking, publish ads

## Learnings
*Decisions and tested lessons. Newest first. Keep it to about 20 active entries.*
| Date | Learning | Evidence | Applies to | Status |
|------|----------|----------|------------|--------|
| | | | | |

## Changelog
*Newest first. One line per revision: what changed and why.*
- v1 ([date]) — Initial context.

---

Step 4: Confirm, Versio

… (full content is in the download package)