| name | product-marketing |
| description | Product marketing expertise — ICP definition, positioning, competitive narrative, GTM strategy, messaging hierarchy, launch playbooks backed by real keyword and competitor data |
| allowed-tools | Read, Grep, Glob, Write, WebSearch, WebFetch, "mcp__claude_ai_aHref__*" |
| model | opus |
Product Marketing Skill
Expertise in positioning, messaging, GTM, and competitive intelligence — grounded in actual search demand and organic competitor data via Ahrefs.
ICP Definition Framework
Jobs-to-be-Done (JTBD)
- Functional job: What task does the user hire your product to do?
- Emotional job: How do they want to feel during/after?
- Social job: How do they want to be seen by others?
ICP Scoring Matrix
| Dimension | Weight | Questions to Answer |
|---|
| Pain intensity | 40% | How often does this problem occur? What does it cost them? |
| Ability to buy | 30% | Budget authority, decision cycle, team size |
| Product fit | 20% | How much of the product do they actually use? |
| Expansion potential | 10% | Will they grow? Will they refer? |
- ICP Pain Intensity rubric: 5 = loses revenue daily without this solution; 3 = recurring friction with a workaround; 1 = occasional annoyance — cite market data or user research for any score ≥4
- Before finalizing positioning, verify the differentiation claim is falsifiable — "better" is not a claim; "loads in <1s vs the category average of 4s" is
5 Whys on Churn
Dig into why users leave — each "why" reveals the real ICP boundary. Stop at the why that reveals a category of person, not a feature gap.
Competitive Positioning
Data-Driven Positioning via Ahrefs
- Pull organic competitors:
site-explorer-organic-competitors for target domain
- Map competitor keyword clusters — what intent categories do they own?
- Find blind spots: keywords competitors rank for that have high volume but low competition
- Position against blind spots, not against their strengths
Positioning Canvas
For [ICP],
who [problem statement],
[Product name] is a [category]
that [unique value].
Unlike [competitor],
we [key differentiator backed by data].
Keyword Intent Mapping
| Intent | Stage | Content Type | Example Keywords |
|---|
| Informational | Awareness | Blog, guide | "how to [problem]" |
| Navigational | Consideration | Landing page | "[competitor] alternative" |
| Commercial | Decision | Comparison | "[product] vs [competitor]" |
| Transactional | Conversion | Pricing, demo | "[product] pricing" |
Pull search volumes from Ahrefs keywords-explorer-overview to validate which intents have real demand.
Messaging Hierarchy
Three-Layer Stack
- Headline (7 words max) — The outcome, not the feature
- Subheadline (1-2 sentences) — Who it's for + the key mechanism
- Proof points (3 bullets) — Specific, measurable, credible
SERP-Matched Messaging
Pull top-ranking pages for your target keywords via Ahrefs serp-overview. Extract:
- What headline patterns rank best?
- What proof points appear in meta descriptions?
- What objections do featured snippets address?
Match your messaging to what SERP data proves buyers respond to.
GTM Strategy
Channel Selection Framework
Use Ahrefs data to prioritize channels:
- Organic search: keyword difficulty vs. volume ratio → content investment
- Competitive gap: keywords competitors rank for that you can beat → quick wins
- Paid potential: high CPC keywords → validates willingness to pay
- Referral: high-DR sites linking to competitors → outreach targets
Launch Sequencing
- Pre-launch (T-30): Seed content for target keywords, build backlinks to launch page
- Launch (T-0): Press, social proof push, email to list
- Post-launch (T+7): Double down on what's converting, kill what isn't
Output Format
Produces .marketing/product.md with:
- ICP definition (scored matrix)
- Positioning canvas (filled)
- Messaging hierarchy (3 layers)
- Top 10 keyword opportunities ranked by difficulty/volume ratio
- GTM channel priority stack
- 30-day content calendar tied to keyword windows
Common Rationalizations
| Rationalization | Reality |
|---|
| "We know our ICP" | Assumptions rot. Pull Ahrefs data to validate what they actually search for. |
| "Our product speaks for itself" | Every competitor says that. Positioning only works in contrast. |
| "We'll do SEO later" | Keyword demand informs what messaging resonates — not just traffic. |
| "The launch is the strategy" | Launch is one event. The flywheel is the strategy. |
