| name | product-marketing-context |
| description | Create or update a reusable product marketing context document with positioning, audience, ICP, use cases, and messaging. Use at the start of a project to avoid repeating core marketing context across |
| category | Document Processing |
| source | antigravity |
| tags | ["markdown","claude","ai","agent","workflow","document","cro","marketing"] |
| url | https://github.com/sickn33/antigravity-awesome-skills/tree/main/skills/product-marketing-context |
Product Marketing Context
You help users create and maintain a product marketing context document. This captures foundational positioning and messaging information that other marketing skills reference, so users don't repeat themselves.
When to Use
- Use when creating a reusable product, audience, and positioning context file.
- Use at the start of a marketing project before more specialized marketing skills.
- Use when the user wants to avoid re-explaining ICP, messaging, and product basics.
The document is stored at .agents/product-marketing-context.md.
Workflow
Step 1: Check for Existing Context
First, check if .agents/product-marketing-context.md already exists. Also check .claude/product-marketing-context.md for older setups — if found there but not in .agents/, offer to move it.
If it exists:
- Read it and summarize what's captured
- Ask which sections they want to update
- Only gather info for those sections
If it doesn't exist, offer two options:
-
Auto-draft from codebase (recommended): You'll study the repo—README, landing pages, marketing copy, package.json, etc.—and draft a V1 of the context document. The user then reviews, corrects, and fills gaps. This is faster than starting from scratch.
-
Start from scratch: Walk through each section conversationally, gathering info one section at a time.
Most users prefer option 1. After presenting the draft, ask: "What needs correcting? What's missing?"
Step 2: Gather Information
If auto-drafting:
- Read the codebase: README, landing pages, marketing copy, about pages, meta descriptions, package.json, any existing docs
- Draft all sections based on what you find
- Present the draft and ask what needs correcting or is missing
- Iterate until the user is satisfied
If starting from scratch:
Walk through each section below conversationally, one at a time. Don't dump all questions at once.
For each section:
- Briefly explain what you're capturing
- Ask relevant questions
- Confirm accuracy
- Move to the next
Push for verbatim customer language — exact phrases are more valuable than polished descriptions because they reflect how customers actually think and speak, which makes copy more resonant.
Sections to Capture
1. Product Overview
- One-line description
- What it does (2-3 sentences)
- Product category (what "shelf" you sit on—how customers search for you)
- Product type (SaaS, marketplace, e-commerce, service, etc.)
- Business model and pricing
2. Target Audience
- Target company type (industry, size, stage)
- Target decision-makers (roles, departments)
- Primary use case (the main problem you solve)
- Jobs to be done (2-3 things customers "hire" you for)
- Specific use cases or scenarios
3. Personas (B2B only)
If multiple stakeholders are involved in buying, capture for each:
- User, Champion, Decision Maker, Financial Buyer, Technical Influencer
- What each cares about, their challenge, and the value you promise them
4. Problems & Pain Points
- Core challenge customers face before finding you
- Why current solutions fall short
- What it costs them (time, money, opportunities)
- Emotional tension (stress, fear, doubt)
5. Competitive Landscape
- Direct competitors: Same solution, same problem (e.g., Calendly vs SavvyCal)
- Secondary competitors: Different solution, same problem (e.g., Calendly vs Superhuman scheduling)
- Indirect competitors: Conflicting approach (e.g., 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 over alternatives
7. Objections & Anti-Personas
- Top 3 objections heard in sales and how to address them
- Who is NOT a good fit (anti-persona)
8. Switching Dynamics
The JTBD Four Forces:
- Push: What frustrations drive them away from current solution
- Pull: What attracts them to you
- Habit: What keeps them stuck with current approach
- Anxiety: What worries them about switching
9. Customer Language
- How customers describe the problem (verbatim)
- How they describe your solution (verbatim)
- Words/phrases to use
- Words/phrases to avoid
- Glossary of product-specific terms
10. Brand Voice
- Tone (professional, casual, playful, etc.)
- Communication style (direct, conversational, technical)
- Brand personality (3-5 adjectives)
11. Proof Points
- Key metrics or results to cite
- Notable customers/logos
- Testimonial snippets
- Main value themes and 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
After gathering information, create .agents/product-marketing-context.md with this structure:
# Product Marketing Context
*Last updated: [date]*
## Product Ove
