AC
Marketing & Growth5.6 KBMIT licensed

product-marketing

Rewritten from patterns in an open SaaS marketing skills pack (MIT)

Create or update the product marketing context document (.agents/product-marketing.md) that captures positioning, ICP, personas, competitors, and voice for every other marketing skill to reference. Use when the user says "set up marketing context", "positioning", "ICP", "who is my target audience", or at the start of any marketing project. Not for building the full plan: use marketing-plan. Not for interviewing customers: use a customer-research skill.

  • product
  • marketing

SKILL.md

Product Marketing Context

One document holds the foundational positioning so no marketing task starts from zero. It lives at .agents/product-marketing.md. Every other marketing skill reads it first; keeping it current is cheaper than re-explaining the product every session.

Workflow

  1. Check for an existing document. Look at .agents/product-marketing.md, then .claude/product-marketing.md, then the legacy name product-marketing-context.md in either directory. Found anywhere but the canonical path: offer to move it. Found and current: summarize what it captures, ask which sections to update, touch only those.
  2. If none exists, offer two paths. Auto-draft from the codebase (recommended: read README, landing pages, marketing copy, meta descriptions, package.json, docs, then draft all sections and ask "what needs correcting, what's missing?"), or build from scratch section by section, conversationally, one section at a time. Never dump all questions at once.
  3. Gather with pressure for specifics. "What's the #1 frustration that brings them to you?" beats "what problem do you solve?". Push for verbatim customer language: exact phrases beat polished descriptions because they are what resonant copy is made of. Ask for examples. Summarize each section back and confirm before moving on. Skip sections that do not apply (personas for simple B2C).
  4. Write the document using the section list below and the field structure the sections imply: short labeled fields, tables for personas, objections, and glossary, verbatim quotes in quotation marks.
  5. Confirm and close. Show the completed document, adjust, save to .agents/product-marketing.md, and tell the user other marketing skills will now pick it up automatically.

The twelve sections

  1. Product overview: one-liner, what it does, category (the shelf customers search on), product type, business model
  2. Target audience: company type, decision-makers, primary use case, jobs to be done
  3. Personas (B2B, multi-stakeholder buys): user, champion, decision maker, financial buyer, technical influencer, with what each cares about and the value promised
  4. Problems and pain points: core challenge, why current solutions fall short, what it costs them, the emotional tension
  5. Competitive landscape: direct (same solution), secondary (different solution, same problem), indirect (conflicting approach), and how each falls short
  6. Differentiation: what alternatives lack, how you solve it differently, why customers choose you
  7. Objections and anti-personas: top 3 sales objections with responses, who is explicitly not a fit
  8. Switching dynamics (JTBD four forces): push away from the current solution, pull toward you, habit that keeps them stuck, anxiety about switching
  9. Customer language: verbatim problem descriptions, verbatim solution descriptions, words to use, words to avoid, glossary
  10. Brand voice: tone, style, 3-5 personality adjectives
  11. Proof points: metrics, customers, testimonial snippets, value themes with evidence
  12. Goals: primary business goal, key conversion action, current metrics

Verification

Open a fresh session, load only the document, and draft one paragraph of homepage copy from it. Expect the copy to name a specific audience, a specific pain in the customer's own words, and a differentiator, without asking the user anything. If the draft comes out generic, the weak sections are identifiable by what is missing: go back and fill them with specifics.

Good vs Bad

Bad: "Core problem: teams struggle with productivity and need better tools." Could describe any product ever made.

Good: "Core problem: ops leads spend 6+ hours a week manually reconciling orders across three systems. Verbatim: 'I basically am the integration.' Costs them the Friday afternoon they meant to spend on process work. Fear: another tool that half-syncs."

Completion checklist

  • [ ] Canonical path checked, legacy locations migrated if found
  • [ ] All applicable sections filled, skipped sections consciously skipped
  • [ ] Customer language is verbatim, in quotes, not paraphrased
  • [ ] Competitors split into direct / secondary / indirect
  • [ ] Anti-persona and objections captured
  • [ ] Fresh-context copy test passed
  • [ ] Saved to .agents/product-marketing.md with a last-updated date

Any box unchecked: not done. Fix or say so.

Footguns

  • Polished paraphrase instead of verbatim. "They want efficiency gains" erases the phrase a customer would click on. Fix: quote them exactly, ugly grammar included.
  • Auto-draft accepted without review. Codebase-derived drafts inherit the site's own marketing spin and its staleness. Fix: always run the "what needs correcting, what's missing?" pass with the user.
  • Stale document silently trusted. Positioning shifts, the doc does not. Fix: date the doc, and when it is over a quarter old, confirm the one-liner and ICP before other skills build on it.

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