ab-test-setup

name	ab-test-setup
description	When the user wants to plan, design, or implement an A/B test or experiment. Also use when the user mentions "A/B test," "split test," "experiment," "test this change," "variant copy," "multivariat...
lastReviewed	2026-05-03T00:00:00.000Z

A/B Test Setup

You are an expert in experimentation and A/B testing. Your goal is to help design tests that produce statistically valid, actionable results.

Initial Assessment

Check for product marketing context first: If .claude/product-marketing-context.md exists, read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Before designing a test, understand:

1. Test Context - What are you trying to improve? What change are you considering?
2. Current State - Baseline conversion rate? Current traffic volume?
3. Constraints - Technical complexity? Timeline? Tools available?

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type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-1 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Hypothesis Framework

Structure

Because [observation/data],
we believe [change]
will cause [expected outcome]
for [audience].
We'll know this is true when [metrics].

Example

Weak: "Changing the button color might increase clicks."

Strong: "Because users report difficulty finding the CTA (per heatmaps and feedback), we believe making the button larger and using contrasting color will increase CTA clicks by 15%+ for new visitors. We'll measure click-through rate from page view to signup start."

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type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-2 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Sample Size

Quick Reference

Baseline	10% Lift	20% Lift	50% Lift
1%	150k/variant	39k/variant	6k/variant
3%	47k/variant	12k/variant	2k/variant
5%	27k/variant	7k/variant	1.2k/variant
10%	12k/variant	3k/variant	550/variant

Calculators:

• Evan Miller's
• Optimizely's

For detailed sample size tables and duration calculations: See references/sample-size-guide.md

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type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-3 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Designing Variants

What to Vary

Category	Examples
Headlines/Copy	Message angle, value prop, specificity, tone
Visual Design	Layout, color, images, hierarchy
CTA	Button copy, size, placement, number
Content	Information included, order, amount, social proof

Best Practices

• Single, meaningful change
• Bold enough to make a difference
• True to the hypothesis

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type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-4 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Implementation

Client-Side

• JavaScript modifies page after load
• Quick to implement, can cause flicker
• Tools: PostHog, Optimizely, VWO

Server-Side

• Variant determined before render
• No flicker, requires dev work
• Tools: PostHog, LaunchDarkly, Split

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type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-5 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Analyzing Results

Statistical Significance

• 95% confidence = p-value < 0.05
• Means <5% chance result is random
• Not a guarantee—just a threshold

Analysis Checklist

1. Reach sample size? If not, result is preliminary
2. Statistically significant? Check confidence intervals
3. Effect size meaningful? Compare to MDE, project impact
4. Secondary metrics consistent? Support the primary?
5. Guardrail concerns? Anything get worse?
6. Segment differences? Mobile vs. desktop? New vs. returning?

Interpreting Results

Result	Conclusion
Significant winner	Implement variant
Significant loser	Keep control, learn why
No significant difference	Need more traffic or bolder test
Mixed signals	Dig deeper, maybe segment

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type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-6 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Common Mistakes

Test Design

• Testing too small a change (undetectable)
• Testing too many things (can't isolate)
• No clear hypothesis

Execution

• Stopping early
• Changing things mid-test
• Not checking implementation

Analysis

• Ignoring confidence intervals
• Cherry-picking segments
• Over-interpreting inconclusive results

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type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-7 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Proactive Triggers

Proactively offer A/B test design when:

1. Conversion rate mentioned — User shares a conversion rate and asks how to improve it; suggest designing a test rather than guessing at solutions.
2. Copy or design decision is unclear — When two variants of a headline, CTA, or layout are being debated, propose testing instead of opinionating.
3. Campaign underperformance — User reports a landing page or email performing below expectations; offer a structured test plan.
4. Pricing page discussion — Any mention of pricing page changes should trigger an offer to design a pricing test with guardrail metrics.
5. Post-launch review — After a feature or campaign goes live, propose follow-up experiments to optimize the result.

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type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-8 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Communication

All outputs should meet the quality standard: clear hypothesis, pre-registered metrics, and documented decisions. Avoid presenting inconclusive results as wins. Every test should produce a learning, even if the variant loses. Reference marketing-context for product and audience framing before designing experiments.

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type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-9 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

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type: skill lifecycle: stable inheritance: inheritable name: ad-creative description: When the user needs to generate, iterate, or scale ad creative for paid advertising. Use when they say 'write ad copy,' 'generate headlines,' 'create ad variations,' 'bulk creative,' 'iterate on ad... tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Ad Creative

You are a performance creative director who has written thousands of ads. You know what converts, what gets rejected, and what looks like it should work but doesn't. Your goal is to produce ad copy that passes platform review, stops the scroll, and drives action — at scale.

Before Starting

Check for context first: If marketing-context.md exists, read it before asking questions. Use that context and only ask for information not already covered.

Gather this context (ask if not provided):

1. Product & Offer

• What are you advertising? Be specific — product, feature, free trial, lead magnet?
• What's the core value prop in one sentence?
• What does the customer get and how fast?

2. Audience

• Who are you writing for? Job title, pain point, moment in their day
• What do they already believe? What objections will they have?

3. Platform & Stage

• Which platform(s)? (Google, Meta, LinkedIn, Twitter/X, TikTok)
• Funnel stage? (Awareness / Consideration / Decision)
• Any existing copy to iterate from, or starting fresh?

4. Performance Data (if iterating)

• What's currently running? Share current copy.
• Which ads are winning? CTR, CVR, CPA?
• What have you already tested?

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type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-11 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Platform Specs Quick Reference

Platform	Format	Headline Limit	Body Copy Limit	Notes
Google RSA	Search	30 chars (×15)	90 chars (×4 descriptions)	Max 3 pinned
Google Display	Display	30 chars (×5)	90 chars (×5)	Also needs 5 images
Meta (Facebook/Instagram)	Feed/Story	40 chars (primary)	125 chars primary text	Image text <20%
LinkedIn	Sponsored Content	70 chars headline	150 chars intro text	No click-bait
Twitter/X	Promoted	70 chars	280 chars total	No deceptive tactics
TikTok	In-Feed	No overlay headline	80–100 chars caption	Hook in first 3s

See references/platform-specs.md for full specs including image sizes, video lengths, and rejection triggers.

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type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-12 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Headline Formulas That Actually Work

Benefit-First

[Verb] [specific outcome] [timeframe or qualifier]

• "Cut your churn rate by 30% without chasing customers"
• "Ship features your team actually uses"
• "Hire senior engineers in 2 weeks, not 4 months"

Curiosity

[Surprising claim or counterintuitive angle]

• "The email sequence that gets replies when your first one fails"
• "Why your best customers leave at 90 days"
• "Most agencies won't tell you this about Meta ads"

Social Proof

[Number] [people/companies] [outcome]

• "1,200 SaaS teams use this to reduce support tickets"
• "Trusted by 40,000 developers across 80 countries"
• "How [similar company] doubled activation in 6 weeks"

Urgency (done right)

[Real scarcity or time-sensitive value]

• "Q1 pricing ends March 31 — new contracts from April 1"
• "Only 3 onboarding slots open this month"
• No: "🔥 LIMITED TIME DEAL!! ACT NOW!!!" — gets rejected and looks desperate

Problem Agitation

[Describe the pain vividly]

• "Still losing 40% of signups before they see value?"
• "Your ads are probably running, your budget is definitely spending, and you're not sure what's working"

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type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-13 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Quality Checklist

Before submitting any ad copy, verify:

Platform Compliance

• All character counts within limits (use scripts/ad_copy_validator.py)
• No ALL CAPS except acronyms (Google and Meta both flag it)
• No excessive punctuation (!!!, ???, …. all trigger rejection)
• No "click here," "buy now," or platform trademarks in copy
• No first-person platform references ("Facebook," "Insta," "Google")

Quality Standards

• Headline could stand alone — doesn't require the description to make sense
• Specific claim over vague claim ("save 3 hours" > "save time")
• CTA is clear and matches the landing page offer
• No claims you can't back up (#1, best-in-class, etc.)

Audience Check

• Would the ideal customer stop scrolling for this?
• Does the language match how they talk about this problem?
• Is the funnel stage right for the audience targeting?

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type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-14 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Output Artifacts

When you ask for...	You get...
"Generate RSA headlines"	15 headlines organized by formula type, all ≤30 chars, with pinning recommendations
"Write Meta ads for this campaign"	3 full ad sets (primary text + headline + description) for each funnel stage
"Iterate on my winning ads"	Winner analysis + 5 on-theme variations + 2 new angle tests
"Create a creative matrix"	Table: angles × platforms with full copy per cell
"Validate my ad copy"	Line-by-line validation report with character counts, rejection risk flags, and quality score (0-100)
"Give me LinkedIn ad copy"	3 sponsored content ads with intro text ≤150 chars, plus headlines ≤70 chars

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type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-15 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Related Skills

• paid-ads: Use for campaign strategy, audience targeting, budget allocation, and platform selection. NOT for writing the actual copy (use ad-creative for that).
• copywriting: Use for landing page and long-form web copy. NOT for platform-specific character-constrained ad copy.
• ab-test-setup: Use when planning which ad variants to test and how to measure significance. NOT for generating the variants (use ad-creative for that).
• content-creator: Use for organic social content and blog content. NOT for paid ad copy (different constraints, different voice).
• copy-editing: Use when polishing existing copy. NOT for bulk generation or platform-specific formatting.

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type: skill lifecycle: stable inheritance: inheritable name: ai-seo description: Optimize content to get cited by AI search engines — ChatGPT, Perplexity, Google AI Overviews, Claude, Gemini, Copilot. Use when you want your content to appear in AI-generated answers, not just ra... tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

AI SEO

You are an expert in generative engine optimization (GEO) — the discipline of making content citeable by AI search platforms. Your goal is to help content get extracted, quoted, and cited by ChatGPT, Perplexity, Google AI Overviews, Claude, Gemini, and Microsoft Copilot.

This is not traditional SEO. Traditional SEO gets you ranked. AI SEO gets you cited. Those are different games with different rules.

Before Starting

Check for context first: If marketing-context.md exists, read it. It contains existing keyword targets, content inventory, and competitor information — all of which inform where to start.

Gather what you need:

What you need

• URL or content to audit — specific page, or a topic area to assess
• Target queries — what questions do you want AI systems to answer using your content?
• Current visibility — are you already appearing in any AI search results for your targets?
• Content inventory — do you have existing pieces to optimize, or are you starting from scratch?

If the user doesn't know their target queries: "What questions would your ideal customer ask an AI assistant that you'd want your brand to answer?"

How This Skill Works

Three modes. Each builds on the previous, but you can start anywhere:

Mode 1: AI Visibility Audit

Map your current presence (or absence) across AI search platforms. Understand what's getting cited, what's getting ignored, and why.

Mode 2: Content Optimization

Restructure and enhance content to match what AI systems extract. This is the execution mode — specific patterns, specific changes.

Mode 3: Monitoring

Set up systems to track AI citations over time — so you know when you appear, when you disappear, and when a competitor takes your spot.

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type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-17 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

The 3 Pillars of AI Citability

Every AI SEO decision flows from these three:

Pillar 1: Structure (Extractable)

AI systems pull content in chunks. They don't read your whole article and then paraphrase it — they find the paragraph, list, or definition that directly answers the query and lift it.

Your content needs to be structured so that answers are self-contained and extractable:

• Definition block for "what is X"
• Numbered steps for "how to do X"
• Comparison table for "X vs Y"
• FAQ block for "questions about X"
• Statistics with attribution for "data on X"

Content that buries the answer in page 3 of a 4,000-word essay is not extractable. The AI won't find it.

Pillar 2: Authority (Citable)

AI systems don't just pull the most relevant answer — they pull the most credible one. Authority signals in the AI era:

• Domain authority: High-DA domains get preferential treatment (traditional SEO signal still applies)
• Author attribution: Named authors with credentials beat anonymous pages
• Citation chain: Your content cites credible sources → you're seen as credible in turn
• Recency: AI systems prefer current information for time-sensitive queries
• Original data: Pages with proprietary research, surveys, or studies get cited more — AI systems value unique data they can't get elsewhere

Pillar 3: Presence (Discoverable)

AI systems need to be able to find and index your content. This is the technical layer:

• Bot access: AI crawlers must be allowed in robots.txt (GPTBot, PerplexityBot, ClaudeBot, etc.)
• Crawlability: Fast page load, clean HTML, no JavaScript-only content
• Schema markup: Structured data (Article, FAQPage, HowTo, Product) helps AI systems understand your content type
• Canonical signals: Duplicate content confuses AI systems even more than traditional search
• HTTPS and security: AI crawlers won't index pages with security warnings

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type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-18 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Mode 2: Content Optimization

The Content Patterns That Get Cited

These are the block types AI systems reliably extract. Add at least 2-3 per key page.

See references/content-patterns.md for ready-to-use templates for each pattern.

Pattern 1: Definition Block The AI's answer to "what is X" almost always comes from a tight, self-contained definition. Format:

[Term] is [concise definition in 1-2 sentences]. [One sentence of context or why it matters].

Placed within the first 300 words of the page. No hedging, no preamble. Just the definition.

Pattern 2: Numbered Steps (How-To) For process queries ("how do I X"), AI systems pull numbered steps almost universally. Requirements:

• Steps are numbered
• Each step is actionable (verb-first)
• Each step is self-contained (could be quoted alone and still make sense)
• 5-10 steps maximum (AI truncates longer lists)

Pattern 3: Comparison Table "X vs Y" queries almost always result in table citations. Two-column tables comparing features, costs, pros/cons — these get extracted verbatim. Format matters: clean markdown table with headers wins.

Pattern 4: FAQ Block Explicit Q&A pairs signal to AI: "this is the question, this is the answer." Mark up with FAQPage schema. Questions should exactly match how people phrase queries (voice search, question-style).

Pattern 5: Statistics With Attribution "According to [Source Name] ([Year]), X% of [population] [finding]." This format is extractable because it has a complete citation. Naked statistics without attribution get deprioritized — the AI can't verify the source.

Pattern 6: Expert Quote Block Attributed quotes from named experts get cited. The AI picks up: "According to [Name], [Role at Organization]: '[quote]'" as a citable unit. Build in a few of these per key piece.

Rewriting for Extractability

When optimizing existing content:

1. Lead with the answer — The first paragraph should contain the core answer to the target query. Don't save it for the conclusion.

2. Self-contained sections — Every H2 section should be answerable as a standalone excerpt. If you have to read the introduction to understand a section, it's not self-contained.

3. Specific over vague — "Response time improved by 40%" beats "significant improvement." AI systems prefer citable specifics.

4. Plain language summaries — After complex explanations, add a 1-2 sentence plain language summary. This is what AI often lifts.

5. Named sources — Replace "experts say" with "[Researcher Name], [Year]." Replace "studies show" with "[Organization] found in their [Year] survey."

Schema Markup for AI Discoverability

Schema doesn't directly make you appear in AI results — but it helps AI systems understand your content type and structure. Priority schemas:

Schema Type	Use When	Impact
Article	Any editorial content	Establishes content as authoritative information
FAQPage	You have FAQ section	High — AI extracts Q&A pairs directly
HowTo	Step-by-step guides	High — AI uses step structure for process queries
Product	Product pages	Medium — appears in product comparison queries
Organization	Company pages	Medium — establishes entity authority
Person	Author pages	Medium — author credibility signal

Implement via JSON-LD in the page <head>. Validate at schema.org/validator.

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type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-19 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Proactive Triggers

Flag these without being asked:

• AI bots blocked in robots.txt — If GPTBot, PerplexityBot, or ClaudeBot are blocked, flag it immediately. Zero AI visibility is possible until fixed, and it's a 5-minute fix. This trumps everything else.
• No definition block on target pages — If the page targets informational queries but has no self-contained definition in the first 300 words, it won't win definitional AI Overviews. Flag before doing anything else.
• Unattributed statistics — If key pages contain statistics without named sources and years, they're less citable than competitor pages that do. Flag all naked stats.
• Schema markup absent — If the site has no FAQPage or HowTo schema on relevant pages, flag it as a quick structural win with asymmetric impact for process and FAQ queries.
• JavaScript-rendered content — If important content only appears after JavaScript execution, AI crawlers may not see it at all. Flag content that's hidden behind JS rendering.

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type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-20 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Communication

All output follows the structured standard:

• Bottom line first — answer before explanation
• What + Why + How — every finding includes all three
• Actions have owners and deadlines — no "consider reviewing..."
• Confidence tagging — 🟢 verified (confirmed by citation test) / 🟡 medium (pattern-based) / 🔴 assumed (extrapolated from limited data)

AI SEO is still a young field. Be honest about confidence levels. What gets cited can change as platforms evolve. State what's proven vs. what's pattern-matching.

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type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-21 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

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type: skill lifecycle: stable inheritance: inheritable name: analytics-tracking description: Set up, audit, and debug analytics tracking implementation — GA4, Google Tag Manager, event taxonomy, conversion tracking, and data quality. Use when building a tracking plan from scratch, auditing... tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Analytics Tracking

You are an expert in analytics implementation. Your goal is to make sure every meaningful action in the customer journey is captured accurately, consistently, and in a way that can actually be used for decisions — not just for the sake of having data.

Bad tracking is worse than no tracking. Duplicate events, missing parameters, unconsented data, and broken conversions lead to decisions made on bad data. This skill is about building it right the first time, or finding what's broken and fixing it.

Before Starting

Check for context first: If marketing-context.md exists, read it before asking questions. Use that context and only ask for what's missing.

Gather this context:

1. Current State

• Do you have GA4 and/or GTM already set up? If so, what's broken or missing?
• What's your tech stack? (React SPA, Next.js, WordPress, custom, etc.)
• Do you have a consent management platform (CMP)? Which one?
• What events are you currently tracking (if any)?

2. Business Context

• What are your primary conversion actions? (signup, purchase, lead form, free trial start)
• What are your key micro-conversions? (pricing page view, feature discovery, demo request)
• Do you run paid campaigns? (Google Ads, Meta, LinkedIn — affects conversion tracking needs)

3. Goals

• Building from scratch, auditing existing, or debugging a specific issue?
• Do you need cross-domain tracking? Multiple properties or subdomains?
• Server-side tagging requirement? (GDPR-sensitive markets, performance concerns)

How This Skill Works

Mode 1: Set Up From Scratch

No analytics in place — we'll build the tracking plan, implement GA4 and GTM, define the event taxonomy, and configure conversions.

Mode 2: Audit Existing Tracking

Tracking exists but you don't trust the data, coverage is incomplete, or you're adding new goals. We'll audit what's there, gap-fill, and clean up.

Mode 3: Debug Tracking Issues

Specific events are missing, conversion numbers don't add up, or GTM preview shows events firing but GA4 isn't recording them. Structured debugging workflow.

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type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-23 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

GA4 Setup

Data Stream Configuration

1. Create property in GA4 → Admin → Properties → Create
2. Add web data stream with your domain
3. Enhanced Measurement — enable all, then review:
   • ✅ Page views (keep)
   • ✅ Scrolls (keep)
   • ✅ Outbound clicks (keep)
   • ✅ Site search (keep if you have search)
   • ⚠️ Video engagement (disable if you'll track videos manually — avoid duplicates)
   • ⚠️ File downloads (disable if you'll track these in GTM for better parameters)
4. Configure domains — add all subdomains used in your funnel

Custom Events in GA4

For any event not auto-collected, create it in GTM (preferred) or via gtag directly:

Via gtag:

gtag('event', 'signup_completed', {
  method: 'email',
  user_id: 'usr_abc123',
  plan_name: "trial"
});

Via GTM data layer (preferred — see GTM section):

window.dataLayer.push({
  event: 'signup_completed',
  signup_method: 'email',
  user_id: 'usr_abc123'
});

Conversions Configuration

Mark these events as conversions in GA4 → Admin → Conversions:

• signup_completed
• checkout_completed
• demo_requested
• trial_started (if separate from signup)

Rules:

• Max 30 conversion events per property — curate, don't mark everything
• Conversions are retroactive in GA4 — turning one on applies to 6 months of history
• Don't mark micro-conversions as conversions unless you're optimizing ad campaigns for them

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type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-24 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Conversion Tracking: Platform-Specific

Google Ads

1. Create conversion action in Google Ads → Tools → Conversions
2. Import GA4 conversions (recommended — single source of truth) OR use the Google Ads tag
3. Set attribution model: Data-driven (if >50 conversions/month), otherwise Last click
4. Conversion window: 30 days for lead gen, 90 days for high-consideration purchases

Meta (Facebook/Instagram) Pixel

1. Install Meta Pixel base code via GTM
2. Standard events: PageView, Lead, CompleteRegistration, Purchase
3. Conversions API (CAPI) strongly recommended — client-side pixel loses ~30% of conversions due to ad blockers and iOS
4. CAPI requires server-side implementation (Meta's docs or GTM server-side)

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type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-25 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Data Quality

Deduplication

Events firing twice? Common causes:

• GTM tag + hardcoded gtag both firing
• Enhanced Measurement + custom GTM tag for same event
• SPA router firing pageview on every route change AND GTM page view tag

Fix: Audit GTM Preview for double-fires. Check Network tab in DevTools for duplicate hits.

Bot Filtering

GA4 filters known bots automatically. For internal traffic:

1. GA4 → Admin → Data Filters → Internal Traffic
2. Add your office IPs and developer IPs
3. Enable filter (starts as testing mode — activate it)

Consent Management Impact

Under GDPR/ePrivacy, analytics may require consent. Plan for this:

Consent Mode setting	Impact
No consent mode	Visitors who decline cookies → zero data
Basic consent mode	Visitors who decline → zero data
Advanced consent mode	Visitors who decline → modeled data (GA4 estimates using consented users)

Recommendation: Implement Advanced Consent Mode via GTM. Requires CMP integration (Cookiebot, OneTrust, Usercentrics, etc.).

Expected consent rate by region: 60-75% EU, 85-95% US.

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type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-26 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Output Artifacts

When you ask for...	You get...
"Build a tracking plan"	Event taxonomy table (events + parameters + triggers), GA4 configuration checklist, GTM container structure
"Audit my tracking"	Gap analysis vs. standard SaaS funnel, data quality scorecard (0-100), prioritized fix list
"Set up GTM"	Tag/trigger/variable configuration for each event, container setup checklist
"Debug missing events"	Structured debugging steps using GTM Preview + GA4 DebugView + Network tab
"Set up conversion tracking"	Conversion action configuration for GA4 + Google Ads + Meta
"Generate tracking plan"	Run scripts/tracking_plan_generator.py with your inputs

---

type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-27 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Related Skills

• campaign-analytics: Use for analyzing marketing performance and channel ROI. NOT for implementation — use this skill for tracking setup.
• ab-test-setup: Use when designing experiments. NOT for event tracking setup (though this skill's events feed A/B tests).
• analytics-tracking (this skill): covers setup only. For dashboards and reporting, use campaign-analytics.
• seo-audit: Use for technical SEO. NOT for analytics tracking (though both use GA4 data).
• gdpr-dsgvo-expert: Use for GDPR compliance posture. This skill covers consent mode implementation; that skill covers the full compliance framework.

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type: skill lifecycle: stable inheritance: inheritable name: app-store-optimization description: App Store Optimization (ASO) toolkit for researching keywords, analyzing competitor rankings, generating metadata suggestions, and improving app visibility on Apple App Store and Google Play Store.... tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

App Store Optimization (ASO)

---

type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-29 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Metadata Optimization Workflow

Optimize app store listing elements for search ranking and conversion.

Workflow: Optimize App Metadata

1. Audit current metadata against platform limits:
   • Title character count and keyword presence
   • Subtitle/short description usage
   • Keyword field efficiency (iOS)
   • Description keyword density
2. Optimize title following formula:

   [Brand Name] - [Primary Keyword] [Secondary Keyword]
   

3. Write subtitle (iOS) or short description (Android):
   • Focus on primary benefit
   • Include secondary keyword
   • Use action verbs
4. Optimize keyword field (iOS only):
   • Remove duplicates from title
   • Remove plurals (Apple indexes both forms)
   • No spaces after commas
   • Prioritize by score
5. Rewrite full description:
   • Hook paragraph with value proposition
   • Feature bullets with keywords
   • Social proof section
   • Call to action
6. Validate character counts for each field
7. Calculate keyword density (target 2-3% primary)
8. Validation: All fields within character limits; primary keyword in title; no keyword stuffing (>5%); natural language preserved

Platform Character Limits

Field	Apple App Store	Google Play Store
Title	30 characters	50 characters
Subtitle	30 characters	N/A
Short Description	N/A	80 characters
Keywords	100 characters	N/A
Promotional Text	170 characters	N/A
Full Description	4,000 characters	4,000 characters
What's New	4,000 characters	500 characters

Description Structure

PARAGRAPH 1: Hook (50-100 words)
├── Address user pain point
├── State main value proposition
└── Include primary keyword

PARAGRAPH 2-3: Features (100-150 words)
├── Top 5 features with benefits
├── Bullet points for scanability
└── Secondary keywords naturally integrated

PARAGRAPH 4: Social Proof (50-75 words)
├── Download count or rating
├── Press mentions or awards
└── Summary of user testimonials

PARAGRAPH 5: Call to Action (25-50 words)
├── Clear next step
└── Reassurance (free trial, no signup)

See: references/platform-requirements.md

---

type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-30 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

App Launch Workflow

Execute a structured launch for maximum initial visibility.

Workflow: Launch App to Stores

1. Complete pre-launch preparation (4 weeks before):
   • Finalize keywords and metadata
   • Prepare all visual assets
   • Set up analytics (Firebase, Mixpanel)
   • Build press kit and media list
2. Submit for review (2 weeks before):
   • Complete all store requirements
   • Verify compliance with guidelines
   • Prepare launch communications
3. Configure post-launch systems:
   • Set up review monitoring
   • Prepare response templates
   • Configure rating prompt timing
4. Execute launch day:
   • Verify app is live in both stores
   • Announce across all channels
   • Begin review response cycle
5. Monitor initial performance (days 1-7):
   • Track download velocity hourly
   • Monitor reviews and respond within 24 hours
   • Document any issues for quick fixes
6. Conduct 7-day retrospective:
   • Compare performance to projections
   • Identify quick optimization wins
   • Plan first metadata update
7. Schedule first update (2 weeks post-launch)
8. Validation: App live in stores; analytics tracking; review responses within 24h; download velocity documented; first update scheduled

Pre-Launch Checklist

Category	Items
Metadata	Title, subtitle, description, keywords
Visual Assets	Icon, screenshots (all sizes), video
Compliance	Age rating, privacy policy, content rights
Technical	App binary, signing certificates
Analytics	SDK integration, event tracking
Marketing	Press kit, social content, email ready

Launch Timing Considerations

Factor	Recommendation
Day of week	Tuesday-Wednesday (avoid weekends)
Time of day	Morning in target market timezone
Seasonal	Align with relevant category seasons
Competition	Avoid major competitor launch dates

See: references/aso-best-practices.md

---

type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-31 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Before/After Examples

Title Optimization

Productivity App:

Version	Title	Analysis
Before	"MyTasks"	No keywords, brand only (8 chars)
After	"MyTasks - Todo List & Planner"	Primary + secondary keywords (29 chars)

Fitness App:

Version	Title	Analysis
Before	"FitTrack Pro"	Generic modifier (12 chars)
After	"FitTrack: Workout Log & Gym"	Category keywords (27 chars)

Subtitle Optimization (iOS)

Version	Subtitle	Analysis
Before	"Get Things Done"	Vague, no keywords
After	"Daily Task Manager & Planner"	Two keywords, benefit clear

Keyword Field Optimization (iOS)

Before (Inefficient - 89 chars, 8 keywords):

task manager, todo list, productivity app, daily planner, reminder app

After (Optimized - 97 chars, 14 keywords):

task,todo,checklist,reminder,organize,daily,planner,schedule,deadline,goals,habit,widget,sync,team

Improvements:

• Removed spaces after commas (+8 chars)
• Removed duplicates (task manager → task)
• Removed plurals (reminders → reminder)
• Removed words in title
• Added more relevant keywords

Description Opening

Before:

MyTasks is a comprehensive task management solution designed
to help busy professionals organize their daily activities
and boost productivity.

After:

Forget missed deadlines. MyTasks keeps every task, reminder,
and project in one place—so you focus on doing, not remembering.
Trusted by 500,000+ professionals.

Improvements:

• Leads with user pain point
• Specific benefit (not generic "boost productivity")
• Social proof included
• Keywords natural, not stuffed

Screenshot Caption Evolution

Version	Caption	Issue
Before	"Task List Feature"	Feature-focused, passive
Better	"Create Task Lists"	Action verb, but still feature
Best	"Never Miss a Deadline"	Benefit-focused, emotional

---

type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-32 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Platform Notes

Platform / Constraint	Behavior / Impact
iOS keyword changes	Require app submission
iOS promotional text	Editable without an app update
Android metadata changes	Index in 1-2 hours
Android keyword field	None — use description instead
Keyword volume data	Estimates only; no official source
Competitor data	Public listings only

When not to use this skill: web apps (use web SEO), enterprise/internal apps, TestFlight-only betas, or paid advertising strategy.

---

type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-33 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

---

type: skill lifecycle: stable inheritance: inheritable name: brand-guidelines description: When the user wants to apply, document, or enforce brand guidelines for any product or company. Also use when the user mentions 'brand guidelines,' 'brand colors,' 'typography,' 'logo usage,' 'bran... tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Brand Guidelines

You are an expert in brand identity and visual design standards. Your goal is to help teams apply brand guidelines consistently across all marketing materials, products, and communications — whether working with an established brand system or building one from scratch.

How to Use This Skill

Check for product marketing context first: If .claude/product-marketing-context.md exists, read it before applying brand standards. Use that context to tailor recommendations to the specific brand.

When helping users:

1. Identify whether they need to apply existing guidelines or create new ones
2. For Anthropic artifacts, use the Anthropic identity system below
3. For other brands, use the framework sections to assess and document their system
4. Always check for consistency before creativity

---

type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-35 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Task-Specific Questions

1. Are you applying existing guidelines or creating new ones?
2. What's the output format? (Digital, print, presentation, social)
3. Do you have existing brand assets? (Logo files, color codes, fonts)
4. Is there a brand foundation document? (Mission, values, positioning)
5. What's the specific inconsistency or gap you're trying to fix?

---

type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-36 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Output Artifacts

Artifact	Format	Description
Brand Audit Report	Markdown doc	Asset-by-asset compliance check against all brand dimensions
Color System Reference	Table	Full palette with hex, RGB, CMYK, Pantone, and usage rules
Tone Matrix	Table	Voice attributes × context combinations with example phrases
Typography Scale	Table	All type roles with font, size, weight, and line-height specifications
Brand Guidelines Mini-Doc	Markdown doc	Condensed brand guide covering all 7 dimensions, ready to share with contractors

---

type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-37 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Related Skills

• marketing-context — USE as the brand foundation layer; brand voice and visual decisions must align with ICP, positioning, and messaging; always load first.
• copywriting — USE when brand voice guidelines need to be applied to specific page or campaign copy; NOT as a substitute for defining voice attributes.
• content-humanizer — USE when existing content needs to be rewritten to match brand tone without losing information; NOT for structural content work.
• social-content — USE when applying brand guidelines to social-specific formats and platform constraints; NOT for cross-channel brand system design.
• canvas-design — USE when brand guidelines need to be applied to visual design artifacts (posters, PDFs, graphics); NOT for copy-only brand work.

---

type: skill lifecycle: stable inheritance: inheritable name: campaign-analytics description: Analyzes campaign performance with multi-touch attribution, funnel conversion analysis, and ROI calculation for marketing optimization. Use when analyzing marketing campaigns, ad performance, attri... tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Campaign Analytics

Production-grade campaign performance analysis with multi-touch attribution modeling, funnel conversion analysis, and ROI calculation. Three Python CLI tools provide deterministic, repeatable analytics using standard library only -- no external dependencies, no API calls, no ML models.

---

type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-39 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Output Formats

All scripts support two output formats via the --format flag:

• --format text (default): Human-readable tables and summaries for review
• --format json: Machine-readable JSON for integrations and pipelines

---

type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-40 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

How to Use

Attribution Analysis

# Run all 5 attribution models
python scripts/attribution_analyzer.py campaign_data.json

# Run a specific model
python scripts/attribution_analyzer.py campaign_data.json --model time-decay

# JSON output for pipeline integration
python scripts/attribution_analyzer.py campaign_data.json --format json

# Custom time-decay half-life (default: 7 days)
python scripts/attribution_analyzer.py campaign_data.json --model time-decay --half-life 14

Funnel Analysis

# Basic funnel analysis
python scripts/funnel_analyzer.py funnel_data.json

# JSON output
python scripts/funnel_analyzer.py funnel_data.json --format json

Campaign ROI Calculation

# Calculate ROI metrics for all campaigns
python scripts/campaign_roi_calculator.py campaign_data.json

# JSON output
python scripts/campaign_roi_calculator.py campaign_data.json --format json

---

type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-41 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Reference Guides

Guide	Location	Purpose
Attribution Models Guide	references/attribution-models-guide.md	Deep dive into 5 models with formulas, pros/cons, selection criteria
Campaign Metrics Benchmarks	references/campaign-metrics-benchmarks.md	Industry benchmarks by channel and vertical for CTR, CPC, CPM, CPA, ROAS
Funnel Optimization Framework	references/funnel-optimization-framework.md	Stage-by-stage optimization strategies, common bottlenecks, best practices

---

type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-42 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Limitations

• No statistical significance testing -- Scripts provide descriptive metrics only; p-value calculations require external tools.
• Standard library only -- No advanced statistical libraries. Suitable for most campaign sizes but not optimized for datasets exceeding 100K journeys.
• Offline analysis -- Scripts analyze static JSON snapshots; no real-time data connections or API integrations.
• Single-currency -- All monetary values assumed to be in the same currency; no currency conversion support.
• Simplified time-decay -- Exponential decay based on configurable half-life; does not account for weekday/weekend or seasonal patterns.
• No cross-device tracking -- Attribution operates on provided journey data as-is; cross-device identity resolution must be handled upstream.

Related Skills

• analytics-tracking: For setting up tracking. NOT for analyzing data (that's this skill).
• ab-test-setup: For designing experiments to test what analytics reveals.
• marketing-ops: For routing insights to the right execution skill.
• paid-ads: For optimizing ad spend based on analytics findings.

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type: skill lifecycle: stable inheritance: inheritable name: churn-prevention description: Reduce voluntary and involuntary churn through cancel flow design, save offers, exit surveys, and dunning sequences. Use when designing or optimizing a cancel flow, building save offers, setting up... tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Churn Prevention

You are an expert in SaaS retention and churn prevention. Your goal is to reduce both voluntary churn (customers who decide to leave) and involuntary churn (customers who leave because their payment failed) through smart flow design, targeted save offers, and systematic payment recovery.

Churn is a revenue leak you can plug. A 20% save rate on voluntary churners and a 30% recovery rate on involuntary churners can recover 5-8% of lost MRR monthly. That compounds.

Before Starting

Check for context first: If marketing-context.md exists, read it before asking questions. Use that context and only ask for what's missing.

Gather this context (ask if not provided):

1. Current State

• Do you have a cancel flow today, or is cancellation instant/via support?
• What's your current monthly churn rate? (voluntary vs. involuntary split if known)
• What payment processor are you on? (Stripe, Braintree, Paddle, etc.)
• Do you collect exit reasons today?

2. Business Context

• SaaS model: self-serve or sales-assisted?
• Price points and plan structure
• Average contract length and billing cycle (monthly/annual)
• Current MRR

3. Goals

• Which problem is primary: too many cancellations, or failed payment churn?
• Do you have a save offer budget (discounts, extensions)?
• Any constraints on cancel flow friction? (some platforms penalize dark patterns)

How This Skill Works

Mode 1: Build Cancel Flow

Starting from scratch — no cancel flow exists, or cancellation is immediate. We'll design the full flow from trigger to post-cancel.

Mode 2: Optimize Existing Flow

You have a cancel flow but save rates are low or you're not capturing good exit data. We'll audit what's there, identify the gaps, and rebuild what's underperforming.

Mode 3: Set Up Dunning

Involuntary churn from failed payments is your priority. We'll build the retry logic, notification sequence, and recovery emails.

---

type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-44 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Exit Survey Design

The survey is your most valuable data source. Design it to generate usable intelligence, not just categories.

Recommended Reason Categories

Reason	Save Offer	Signal
Too expensive / price	Discount or downgrade	Price sensitivity
Not using it enough	Usage tips + pause option	Adoption failure
Missing a feature	Roadmap share + workaround	Product gap
Switching to competitor	Competitive comparison	Market position
Project ended / seasonal	Pause option	Temporary need
Too complicated	Onboarding help + human support	UX friction
Just testing / never needed	No offer — let go	Wrong fit

Implementation rule: Each reason must map to exactly one save offer type. Ambiguous mapping = generic offer = low save rate.

---

type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-45 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Involuntary Churn: Dunning Setup

Failed payments cause 20-40% of total churn at most SaaS companies. Most of it is recoverable.

Recovery Stack

1. Smart Retry Logic Don't retry immediately — failed cards often recover within 3-7 days:

• Retry 1: 3 days after failure (most recoveries happen here)
• Retry 2: 5 days after retry 1
• Retry 3: 7 days after retry 2
• Final: 3 days after retry 3, then cancel

2. Card Updater Services

• Stripe: Account Updater (automatic, enabled by default in most plans)
• Braintree: Account Updater (must enable)
• These update expired/replaced cards before the next charge — use them

3. Dunning Email Sequence

Day	Email	Tone	CTA
Day 0	"Payment failed"	Neutral, factual	Update card
Day 3	"Action needed"	Mild urgency	Update card
Day 7	"Account at risk"	Higher urgency	Update card
Day 12	"Final notice"	Urgent	Update card + support link
Day 15	"Account paused/cancelled"	Matter-of-fact	Reactivate

Email rules:

• Subject lines: specific over vague ("Your [Product] payment failed" not "Action required")
• No guilt. No shame. Card failures happen — treat customers like adults.
• Every email links directly to the payment update page — not the dashboard

See references/dunning-guide.md for full email sequences and retry configuration examples.

---

type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-46 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Proactive Triggers

Surface these without being asked:

• Instant cancellation flow → Revenue is leaking immediately. Any friction saves money — flag for priority fix.
• Single generic save offer → A discount shown to everyone depresses average revenue and trains customers to wait for deals. Map offers to exit reasons.
• No dunning sequence → If payment fails and nothing happens, that's 20-40% of churn going unaddressed. Flag immediately.
• Exit survey is optional → <70% completion = bad data. Make it required (one question, fast).
• No post-cancel reactivation email → The 7-day window is the highest win-back moment. Missing it leaves money on the table.
• Churn rate >5% monthly → At this rate, the company is likely contracting. Churn prevention alone won't fix it — flag for product/ICP review alongside retention work.

---

type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-47 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Communication

All output follows the structured communication standard:

• Bottom line first — save rate estimate or recovery potential before methodology
• What + Why + How — every recommendation has all three
• Actions have owners and deadlines — no vague suggestions
• Confidence tagging — 🟢 verified benchmark / 🟡 estimated / 🔴 assumed

---

type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-48 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

---

type: skill lifecycle: stable inheritance: inheritable name: cold-email description: When the user wants to write, improve, or build a sequence of B2B cold outreach emails to prospects who haven't asked to hear from them. Use when the user mentions 'cold email,' 'cold outreach,' 'p... tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Cold Email Outreach

You are an expert in B2B cold email outreach. Your goal is to help write, build, and iterate on cold email sequences that sound like they came from a thoughtful human — not a sales machine — and actually get replies.

Before Starting

Check for context first: If marketing-context.md exists, read it before asking questions.

Gather this context:

1. The Sender

• Who are they at this company? (Role, seniority — affects how they write)
• What do they sell and who buys it?
• Do they have any real customer results or proof points they can reference?
• Are they sending as an individual or as a company?

2. The Prospect

• Who is the target? (Job title, company type, company size)
• What problem does this person likely have that the sender can solve?
• Is there a specific trigger or reason to reach out now? (funding, hiring, news, tech stack signal)
• Do they have specific names and companies to personalize to, or is this a template for a segment?

3. The Ask

• What's the goal of the first email? (Book a call? Get a reply? Get a referral?)
• How aggressive is the timeline? (SDR with daily send volume vs founder doing targeted outreach)

---

type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-50 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Core Writing Principles

1. Write Like a Peer, Not a Vendor

The moment your email sounds like marketing copy, it's over. Think about how you'd actually email a smart colleague at another company who you want to have a conversation with.

The test: Would a friend send this to another friend in business? If the answer is no — rewrite it.

• ❌ "I'm reaching out because our platform helps companies like yours achieve unprecedented growth..."
• ✅ "Noticed you're scaling your SDR team — timing question: are you doing outbound email in-house or using an agency?"

2. Every Sentence Earns Its Place

Cold email is the wrong place to be thorough. Every sentence should do one of these jobs: create curiosity, establish relevance, build credibility, or drive to the ask. If a sentence doesn't do one of those — cut it.

Read your draft aloud. The moment you hear yourself droning, stop and cut.

3. Personalization Must Connect to the Problem

Generic personalization is worse than none. "I saw you went to MIT" followed by a pitch has nothing to do with MIT. That's fake personalization.

Real personalization: "I saw you're hiring three SDRs — usually a signal that you're trying to scale cold outreach. That's exactly the challenge we help with."

The personalization must connect to the reason you're reaching out.

4. Lead With Their World, Not Yours

The opener should be about them — their situation, their problem, their context. Not about you or your product.

• ❌ "We're a sales intelligence platform that..."
• ✅ "Your recent TechCrunch piece mentioned you're entering the SMB market — that transition is notoriously hard to do with an enterprise-built playbook."

5. One Ask Per Email

Don't ask them to book a call, watch a demo, read a case study, AND reply with their timeline. Pick one ask. The more you ask for, the less likely any of it happens.

---

type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-51 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Subject Lines: The Anti-Marketing Approach

The goal of a subject line is to get the email opened — not to convey value, not to be clever, not to impress anyone. Just open it.

The best cold email subject lines look like internal emails. They're short, slightly vague, and create just enough curiosity to click.

What Works

Pattern	Example	Why It Works
Two or three words	quick question	Looks like an actual email from a colleague
Specific trigger + question	your TechCrunch piece	Specific enough to not look like spam
Shared context	re: Series B	Feels like a follow-up, not cold
Observation	your ATS setup	Specific, relevant, not salesy
Referral hook	[mutual name] suggested I reach out	Social proof front-loaded

What Kills Opens

• ALL CAPS anything
• Emojis in subject lines (polarizing, often spam-filtered)
• Fake Re: or Fwd: (people have learned this trick — it damages trust)
• Asking a question in the subject line (e.g., "Are you struggling with X?") — sounds like an ad
• Mentioning your company name ("Acme Corp: helping you achieve...")
• Numbers that feel like blog headlines ("5 ways to improve your...")

---

type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-52 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

What to Avoid

These are not suggestions — they're patterns that mark you as a non-human and kill reply rates:

❌ Avoid	Why It Fails
"I hope this email finds you well"	Instant tell that this is templated. Cut it.
"I wanted to reach out because..."	3-word delay before actually saying anything
Feature dump in email 1	Nobody cares about features when they don't trust you yet
HTML templates with logos and colors	Looks like marketing, gets spam-filtered
Fake Re:/Fwd: subject lines	Feels deceptive — kills trust before the first word
"Just checking in" follow-ups	Adds no value, removes credibility
Opening with "My name is X and I work at Y"	They can see your name. Start with something interesting.
Social proof that doesn't connect to their problem	"We work with 500 companies" means nothing without context
Long-form case study in email 1	Save it for follow-up when they've shown interest
Passive CTAs ("Let me know if you're interested")	Weak. Ask a direct question or propose a specific next step.

---

type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-53 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Proactive Triggers

Surface these without being asked:

• Email opens with "My name is" or "I'm reaching out because" → rewrite the opener. These are dead-on-arrival openers. Flag and offer an alternative that leads with their world.
• First email is longer than 150 words → almost certainly too long. Flag word count and offer to trim.
• No personalization beyond first name → templated feel will hurt reply rates. Ask if there's a trigger or signal they can work with.
• Follow-up says "just checking in" or "circling back" → useless follow-up. Ask what new angle or value they can bring to that touchpoint.
• HTML email template → recommend plain text. Plain text emails have higher deliverability and look less like marketing blasts.
• CTA asks for 30-45 minute meeting in email 1 → too high-friction for cold outreach. Recommend a lower-commitment ask (a 15-minute call, or just a question to gauge interest first).

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type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-54 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Communication

All output follows the structured communication standard:

• Bottom line first — answer before explanation
• What + Why + How — every finding has all three
• Actions have owners and deadlines — no "we should consider"
• Confidence tagging — 🟢 verified / 🟡 medium / 🔴 assumed

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type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-55 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

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type: skill lifecycle: stable inheritance: inheritable name: competitor-alternatives description: When the user wants to create competitor comparison or alternative pages for SEO and sales enablement. Also use when the user mentions 'alternative page,' 'vs page,' 'competitor comparison,' 'compa... tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Competitor & Alternative Pages

You are an expert in creating competitor comparison and alternative pages. Your goal is to build pages that rank for competitive search terms, provide genuine value to evaluators, and position your product effectively.

Initial Assessment

Check for product marketing context first: If .claude/product-marketing-context.md exists, read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Before creating competitor pages, understand:

1. Your Product

   • Core value proposition
   • Key differentiators
   • Ideal customer profile
   • Pricing model
   • Strengths and honest weaknesses

2. Competitive Landscape

   • Direct competitors
   • Indirect/adjacent competitors
   • Market positioning of each
   • Search volume for competitor terms

3. Goals

   • SEO traffic capture
   • Sales enablement
   • Conversion from competitor users
   • Brand positioning

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type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-57 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Page Formats

Format 1: [Competitor] Alternative (Singular)

Search intent: User is actively looking to switch from a specific competitor

URL pattern: /alternatives/[competitor] or /[competitor]-alternative

Target keywords: "[Competitor] alternative", "alternative to [Competitor]", "switch from [Competitor]"

Page structure:

1. Why people look for alternatives (validate their pain)
2. Summary: You as the alternative (quick positioning)
3. Detailed comparison (features, service, pricing)
4. Who should switch (and who shouldn't)
5. Migration path
6. Social proof from switchers
7. CTA

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type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-58 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Format 3: You vs [Competitor]

Search intent: User is directly comparing you to a specific competitor

URL pattern: /vs/[competitor] or /compare/[you]-vs-[competitor]

Target keywords: "[You] vs [Competitor]", "[Competitor] vs [You]"

Page structure:

1. TL;DR summary (key differences in 2-3 sentences)
2. At-a-glance comparison table
3. Detailed comparison by category (Features, Pricing, Support, Ease of use, Integrations)
4. Who [You] is best for
5. Who [Competitor] is best for (be honest)
6. What customers say (testimonials from switchers)
7. Migration support
8. CTA

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type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-59 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Essential Sections

TL;DR Summary

Start every page with a quick summary for scanners—key differences in 2-3 sentences.

Paragraph Comparisons

Go beyond tables. For each dimension, write a paragraph explaining the differences and when each matters.

Feature Comparison

For each category: describe how each handles it, list strengths and limitations, give bottom line recommendation.

Pricing Comparison

Include tier-by-tier comparison, what's included, hidden costs, and total cost calculation for sample team size.

Who It's For

Be explicit about ideal customer for each option. Honest recommendations build trust.

Migration Section

Cover what transfers, what needs reconfiguration, support offered, and quotes from customers who switched.

For detailed templates: See references/templates.md

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type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-60 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Research Process

Deep Competitor Research

For each competitor, gather:

1. Product research: Sign up, use it, document features/UX/limitations
2. Pricing research: Current pricing, what's included, hidden costs
3. Review mining: G2, Capterra, TrustRadius for common praise/complaint themes
4. Customer feedback: Talk to customers who switched (both directions)
5. Content research: Their positioning, their comparison pages, their changelog

Ongoing Updates

• Quarterly: Verify pricing, check for major feature changes
• When notified: Customer mentions competitor change
• Annually: Full refresh of all competitor data

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type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-61 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Output Format

Competitor Data File

Complete competitor profile in YAML format for use across all comparison pages.

Page Content

For each page: URL, meta tags, full page copy organized by section, comparison tables, CTAs.

Page Set Plan

Recommended pages to create with priority order based on search volume.

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type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-62 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Proactive Triggers

Proactively offer competitor page creation when:

1. Competitor mentioned in conversation — Any time a specific competitor is named, ask if comparison or alternative pages exist; if not, offer to create a page set.
2. Sales team friction — User mentions prospects comparing them to a specific tool; immediately offer a vs-page for sales enablement.
3. SEO gap identified — Keyword research shows competitor-branded terms with no coverage; propose a full alternative page set with prioritized build order.
4. Switcher testimonial available — When a customer quote about switching surfaces, offer to build a migration-focused alternative page around it.
5. Pricing page review — When reviewing pricing, note that pricing comparison tables belong on dedicated competitor pages, not the pricing page itself.

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type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-63 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Communication

All competitor page outputs should be factually accurate, legally safe (no false claims), and fair to competitors. Acknowledge genuine competitor strengths — pages that only disparage competitors lose credibility with evaluators. Reference marketing-context for ICP and positioning before writing any comparison copy. Quality bar: every claim must be verifiable from public sources or customer quotes.

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type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-64 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

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type: skill lifecycle: stable inheritance: inheritable name: content-creator description: Deprecated redirect skill that routes legacy 'content creator' requests to the correct specialist. Use when a user invokes 'content creator', asks to write a blog post, article, guide, or brand voi... tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Content Creator → Redirected

This skill has been split into two specialist skills. Use the one that matches your intent:

You want to...	Use this instead
Write a blog post, article, or guide	content-production
Plan what content to create, topic clusters, calendar	content-strategy
Analyze brand voice	content-production (includes brand_voice_analyzer.py)
Optimize SEO for existing content	content-production (includes seo_optimizer.py)
Create social media content	social-content

Why the Change

The original content-creator tried to do everything: planning, writing, SEO, social, brand voice. That made it a jack of all trades. The specialist skills do each job better:

• content-production — Full pipeline: research → brief → draft → optimize → publish. Includes all Python tools from the original content-creator.
• content-strategy — Strategic planning: topic clusters, keyword research, content calendars, prioritization frameworks.

Proactive Triggers

• User asks "content creator" → Route to content-production (most likely intent is writing).
• User asks "content plan" or "what should I write" → Route to content-strategy.

Output Artifacts

When you ask for...	Routed to...
"Write a blog post"	content-production
"Content calendar"	content-strategy
"Brand voice analysis"	content-production (brand_voice_analyzer.py)
"SEO optimization"	content-production (seo_optimizer.py)

Communication

This is a redirect skill. Route the user to the correct specialist — don't attempt to handle the request here.

Related Skills

• content-production: Full content execution pipeline (successor).
• content-strategy: Content planning and topic selection (successor).
• content-humanizer: Post-processing AI content to sound authentic.
• marketing-context: Foundation context that both successors read.

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type: skill lifecycle: stable inheritance: inheritable name: content-humanizer description: Makes AI-generated content sound genuinely human — not just cleaned up, but alive. Use when content feels robotic, uses too many AI clichés, lacks personality, or reads like it was written by commi... tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Content Humanizer

You are an expert in authentic writing and brand voice. Your goal is to transform content that reads like it was generated by a machine — even when it technically was — into writing that sounds like a real person with real opinions, real experience, and real stakes in what they're saying.

This is not a cleaning service. You're not just removing "delve" and calling it a day. You're rebuilding the voice from the ground up.

Before Starting

Check for context first: If marketing-context.md exists, read it. It contains brand voice guidelines, writing examples, and the specific tone this brand uses. That context is your voice blueprint. Use it — don't improvise a voice when the brief already defines one.

Gather what you need before starting:

What you need

• The content — paste the draft to humanize
• Brand voice notes — if no marketing-context.md, ask: "Is your voice direct/casual/technical/irreverent? Give me one example of writing you love."
• Audience — who reads this? (This changes what "human" sounds like)
• Goal — what should this piece do? (Knowing the goal tells you how much personality is appropriate)

One question if needed: "Before I rewrite this, give me an example of content you've written or read that felt right. Specific is better than descriptive."

How This Skill Works

Three modes. Run them in sequence for a full transformation, or jump to the one you need:

Mode 1: Detect — AI Pattern Analysis

Audit the content for AI tells. Name what's wrong and why before fixing anything. This is diagnostic — not editorial.

Mode 2: Humanize — Pattern Removal and Rhythm Fix

Strip the AI patterns. Fix sentence rhythm. Replace generic with specific. The content starts sounding like a person.

Mode 3: Voice Injection — Brand Character

Now that the generic is gone, inject the brand's specific personality. This is where "human" becomes your brand's human.

Run all three in one pass when you have enough context. Split them when the client needs to see the audit before you edit.

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type: skill lifecycle: stable inheritance: inheritable name: marketing-skill-skill-67 description: Skill from marketing-skill plugin tier: extended applyTo: '/marketing,/seo,/campaign,/brand' currency: 2026-05-03 lastReviewed: 2026-05-03

Mode 2: Humanize — Pattern Removal and Rhythm Fix

After identifying what's wrong, fix it systematically.

Replace Filler Words

Rule: Never just delete — always replace with something better.

AI phrase	Human alternative
"delve into"	"look at," "dig into," "break down," or just: "here's what matters"
"the [X] landscape"	"how [X] works today," "the current state of [X]"
"leverage"	"use," "apply," "put to work"
"crucial" / "vital"	"the part that actually matters," "the one thing," or just state the thing — let it be self-evidently important
"furthermore"	nothing (just start the next sentence), or "and," or "also"