product-marketing

name	product-marketing
description	Foundation marketing skill. Create or update the marketing context hub (plans/marketing-context.md) — ICP, positioning, brand voice, competitors, goals, channels. Activated by /mk:plan and the first run of any /mk: command when the hub is missing.

Product Marketing (Hub)

Foundation skill for the ClauKit marketing kit. Creates/updates plans/marketing-context.md — the single source of truth for all marketing output.

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When this skill activates

• Implicit: any /mk: command detects the context hub is missing → auto-activates /mk:plan flow.
• Explicit: /mk:plan or "Set up our marketing context" or "Refresh marketing plan".

Why this matters

Every marketing output (copy, campaigns, content, emails) needs:

1. ICP — who are we talking to?
2. Positioning — what makes us different?
3. Brand voice — how do we sound?
4. Competitors — who else is in the space?
5. Goals — what are we trying to achieve?
6. Channels — where do we reach them?
7. Stage & budget — what's realistic?

Without this context, marketing output is generic, off-brand, and wasted effort.

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Workflow (6 sections, ~15 min)

1. Detect & load

Check for plans/marketing-context.md:

• Exists → load, ask which sections to update
• Missing → proceed to section 2 (interview)

2. Interview (one question at a time)

Ask in this order. Capture answers verbatim. Skip if user already provided info.

1. Product — "What's the product/service? One sentence."
2. ICP — "Who is the ideal customer? (role, industry, company size, pain point)"
3. Positioning — "Why us vs alternatives? What's the unfair advantage?"
4. Brand voice — "Pick 2-3 adjectives. Who is your brand NOT like?"
5. Competitors — "Name 2-4 main competitors + 1-line each."
6. Goals — "Top 1-3 goals this quarter/year? (revenue / signups / awareness / etc.)"
7. Channels — "Where does your ICP hang out? (LinkedIn, Twitter, SEO, podcasts, communities, events, paid ads)"
8. Stage & budget — "Pre-launch / early / growth / mature? Monthly marketing budget range?"

3. Synthesize positioning statement

From ICP + positioning, draft a one-line positioning statement:

For [ICP] who [pain point], [product] is a [category] that [key benefit]. Unlike [alternative], we [unfair advantage].

4. Write plans/marketing-context.md

Use the output schema below. Use today's date (YYMMDD) for Updated.

5. Confirm

Show the generated file. Ask: "Anything to add, remove, or change?"

6. Recommend next steps

Based on goals + stage:

• Pre-launch → /mk:campaign launch
• Growth → /mk:content + /mk:ads
• Lead gen → /mk:leads + /mk:nurture
• SEO focus → /mk:seo audit

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Output schema: plans/marketing-context.md

# Marketing Context
**Product:** [name]
**Updated:** [YYMMDD]

## 1. Ideal Customer Profile (ICP)
- **Role:** [job titles]
- **Industry:** [vertical]
- **Company size:** [employees / revenue]
- **Pain point:** [what keeps them up at night]
- **Buying trigger:** [what makes them look for a solution]

## 2. Positioning Statement
[One-sentence template filled in]

## 3. Brand Voice
- **Tone:** [3 adjectives]
- **We're NOT like:** [competitor archetypes to avoid]
- **Forbidden words:** [jargon, hype terms, etc.]
- **Signature phrases:** [taglines, recurring CTAs]

## 4. Competitors
| Competitor | Positioning | Weakness |
|---|---|---|
| | | |

## 5. Goals
- **Q:** [quarter goal with metric]
- **H1/H2:** [half-year goal]
- **Year:** [annual goal]

## 6. Primary Channels
| Channel | Priority (1-5) | Reason |
|---|---|---|
| | | |

## 7. Stage & Budget
- **Stage:** [pre-launch / early / growth / mature]
- **Monthly budget:** [range]
- **Team:** [solo / 2-5 / 6+]

## 8. Notes & Constraints
[Anything else — compliance, brand partnerships, etc.]

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Update mode

When the file already exists, ask: "What changed?"

• New product/feature → update sections 1, 2
• New competitors → update section 4
• New goals → update section 5
• New channels → update section 6
• Refresh stage/budget → update section 7

Only modify the sections the user mentions. Keep history via git diff.

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Cross-references

• .claude/workflows/marketing-rules.md — content quality rules
• skills/marketing/marketing-plan/ — converts this context into a quarterly plan
• skills/marketing/customer-research/ — deeper ICP discovery (interviews, surveys)
• skills/marketing/competitor-profiling/ — deep-dive on competitors
• All /mk: commands — read from this file

Provenance

Adapted from coreyhaines31/marketingskills → skills/product-marketing/. ClauKit adaptations: ClauKit frontmatter, output target = plans/marketing-context.md, removed external registry references, added 6-section workflow + update mode.