| name | product-marketing-context |
| description | When the user wants to create or update their product marketing context document — 'positioning,' 'ICP,' 'ideal customer profile,' 'who is my target audience,' or avoiding repeated foundational info across marketing tasks. Run at the start of a project: it creates `.agents/product-marketing-context.md`, which all other marketing skills read. |
| category | marketing |
| tier | on-demand |
Product Marketing Context
Create and maintain .agents/product-marketing-context.md — the foundational positioning/messaging document all other marketing skills read, so users don't repeat themselves.
Workflow
Step 1: Check for Existing Context
Check .agents/product-marketing-context.md; also .claude/product-marketing-context.md (older setups) — if found only there, offer to move it to .agents/.
Exists: read it, summarize what's captured, ask which sections to update, gather info only for those.
Doesn't exist — offer two options:
- Auto-draft from codebase (recommended, faster): study the repo — README, landing pages, marketing copy, package.json, etc. — and draft a V1 for the user to review, correct, and fill gaps.
- Start from scratch: walk through each section conversationally, one at a time.
Most users prefer option 1. After presenting the draft, ask: "What needs correcting? What's missing?"
Step 2: Gather Information
Auto-drafting: read the codebase (README, landing pages, marketing copy, about pages, meta descriptions, package.json, existing docs), draft all sections, present, ask what needs correcting or is missing, iterate until satisfied.
From scratch: one section at a time — don't dump all questions at once. Per section: briefly explain what you're capturing, ask, confirm accuracy, move on.
Push for verbatim customer language — exact phrases reflect how customers actually think and speak, making copy more resonant.
Sections to Capture
1. Product Overview
One-liner; what it does (2-3 sentences); category (the "shelf"—how customers search for you); type (SaaS, marketplace, e-commerce, service, etc.); business model and pricing.
2. Target Audience
Target company type (industry, size, stage); decision-makers (roles, departments); primary use case (main problem solved); jobs to be done (2-3 things customers "hire" you for); specific use cases/scenarios.
3. Personas (B2B only)
If multiple stakeholders buy, capture for each — User, Champion, Decision Maker, Financial Buyer, Technical Influencer — what they care about, their challenge, the value you promise.
4. Problems & Pain Points
Core challenge before finding you; why current solutions fall short; what it costs them (time, money, opportunities); emotional tension (stress, fear, doubt).
5. Competitive Landscape
- Direct: same solution, same problem (Calendly vs SavvyCal)
- Secondary: different solution, same problem (Calendly vs Superhuman scheduling)
- Indirect: conflicting approach (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.
7. Objections & Anti-Personas
Top 3 sales objections and how to address them; who is NOT a good fit (anti-persona).
8. Switching Dynamics
The JTBD Four Forces — Push: frustrations driving them from the current solution; Pull: what attracts them to you; Habit: what keeps them stuck; Anxiety: what worries them about switching.
9. Customer Language
How customers describe the problem and your solution (verbatim); words/phrases to use and avoid; glossary of product-specific terms.
10. Brand Voice
Tone (professional, casual, playful); communication style (direct, conversational, technical); personality (3-5 adjectives).
11. Proof Points
Key metrics/results to cite; notable customers/logos; testimonial snippets; main value themes with 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
Create .agents/product-marketing-context.md with this structure:
# Product Marketing Context
*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:**
Step 4: Confirm and Save
- Show the completed document; ask if anything needs adjustment
- Save to
.agents/product-marketing-context.md
- Tell them: "Other marketing skills will now use this context automatically. Run
/product-marketing-context anytime to update it."
Tips
- Be specific: "What's the #1 frustration that brings them to you?" beats "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, confirm before moving on
- Skip what doesn't apply: not every product needs all sections (e.g., Personas for B2C)
