product-marketing

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:

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.
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:

Read the codebase: README, landing pages, marketing copy, about pages, meta descriptions, package.json, any existing docs
Draft all sections based on what you find
Present the draft and ask what needs correcting or is missing
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:

Briefly explain what you're capturing
Ask relevant questions
Confirm accuracy
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.

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

Tone (professional, casual, playful, etc.)
Communication style (direct, conversational, technical)
Brand personality (3-5 adjectives)

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)

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
**Tone:**
**Style:**
**Personality:**

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

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

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

Step 4: Confirm, Version, and Save

Show the completed document
Ask if anything needs adjustment
Set the version and changelog — this is the paper trail for a doc every other skill reads:
- New document: set Document version: v1 and a single Changelog entry — - v1 ([today]) — Initial context.
- Updating an existing document: increment the version (v2 → v3 …), update Last updated to today, and prepend a new Changelog entry at the top of the list (newest first) summarizing what changed and why in one line. Never rewrite or reorder past entries.
- A good entry names the sections touched and the reason, not "updated the doc." Examples:
  - - v3 (2026-07-16) — Repositioned from "email tool" to "deliverability platform"; added RevOps to the ICP.
  - - v2 (2026-06-02) — Rewrote value prop and objections after 5 customer interviews; added competitor Acme.
- Use today's date in ISO form (YYYY-MM-DD) for the entry and Last updated.
- Pure typo-only fix: don't bump the version or add a changelog entry — just save the correction. Every other change bumps the version and gets an entry. When the change is a real repositioning, say so plainly — downstream skills will now generate against the new context.
Save to .agents/product-marketing.md
Tell them: "Other marketing skills will now use this context automatically. The Changelog at the bottom tracks every revision — check it to see how your positioning has evolved. Run /product-marketing anytime to update it."

Tips

Be specific: Ask "What's the #1 frustration that brings them to you?" not "What problem do they solve?"
Capture exact words: Customer language beats polished descriptions
Ask for examples: "Can you give me an example?" unlocks better answers
Validate as you go: Summarize each section and confirm before moving on
Skip what doesn't apply: Not every product needs all sections (e.g., Personas for B2C)