Product Marketing

---
name: Product Marketing
description: Use when establishing product positioning, defining ideal customer profiles, or updating marketing messaging and audience strategy.
category: Foundation
version: 2.0.0
tools: []
---

# Product Marketing Context

Capture foundational positioning and messaging information. This document (stored at `.agents/product-marketing.md`) is referenced by other marketing skills so users don't repeat themselves.

## Workflow

### Step 1: Check for Existing Context

Check if `.agents/product-marketing.md` exists. Also check `.claude/product-marketing.md` and legacy filename `product-marketing-context.md` in either directory. If found elsewhere, offer to move it to canonical location.

If it exists, read it, summarize what's captured, and ask which sections to update. If it doesn't exist, offer two options:
1. **Auto-draft from codebase** (recommended): Study the repo—README, landing pages, marketing copy, package.json—and draft V1 of context document. User then reviews, corrects, and fills gaps.
2. **Start from scratch**: Walk through each section conversationally.

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

## Sections to Capture

### Product Overview
One-line description, what it does (2-3 sentences), product category, product type (SaaS/marketplace/e-commerce/service), business model, pricing.

### Target Audience
Target company type (industry, size, stage), target decision-makers (roles, departments), primary use case, jobs to be done (2-3 things customers "hire" you for), specific use cases.

### Personas (B2B)
For each stakeholder: User, Champion, Decision Maker, Financial Buyer, Technical Influencer. Capture what each cares about, their challenge, value promised.

### 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).

### Competitive Landscape
- Direct competitors: Same solution, same problem
- Secondary competitors: Different solution, same problem
- Indirect competitors: Conflicting approach
- How each falls short

### Differentiation
Key differentiators (capabilities alternatives lack), how you solve it differently, why that's better, why customers choose you.

### Objections & Anti-Personas
Top 3 objections heard in sales and how to address them, who is NOT a good fit.

### Switching Dynamics (JTBD Four Forces)
- Push: Frustrations driving them away from current solution
- Pull: What attracts them to you
- Habit: What keeps them stuck
- Anxiety: What worries them about switching

### Customer Language
How customers describe the problem (verbatim), how they describe your solution (verbatim), words/phrases to use, words/phrases to avoid, glossary.

### Brand Voice
Tone (professional, casual, playful), communication style, brand personality (3-5 adjectives).

### Proof Points
Key metrics to cite, notable customers/logos, testimonial snippets, main value themes + supporting evidence.

### Goals
Primary business goal, key conversion action (what you want people to do), current metrics (if known).

## Step 3: Create the Document

After gathering information, create `.agents/product-marketing.md` with sections above. Include last-updated date.

## Step 4: Confirm and Save

Show the completed document, ask if anything needs adjustment, save to `.agents/product-marketing.md`. Tell users: "Other marketing skills will now use this context automatically. Run this skill anytime to update it."