| 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.
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:
- ICP — who are we talking to?
- Positioning — what makes us different?
- Brand voice — how do we sound?
- Competitors — who else is in the space?
- Goals — what are we trying to achieve?
- Channels — where do we reach them?
- Stage & budget — what's realistic?
Without this context, marketing output is generic, off-brand, and wasted effort.
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.
- Product — "What's the product/service? One sentence."
- ICP — "Who is the ideal customer? (role, industry, company size, pain point)"
- Positioning — "Why us vs alternatives? What's the unfair advantage?"
- Brand voice — "Pick 2-3 adjectives. Who is your brand NOT like?"
- Competitors — "Name 2-4 main competitors + 1-line each."
- Goals — "Top 1-3 goals this quarter/year? (revenue / signups / awareness / etc.)"
- Channels — "Where does your ICP hang out? (LinkedIn, Twitter, SEO, podcasts, communities, events, paid ads)"
- 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
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.]
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.
Cross-references
.claude/workflows/marketing-rules.md — content quality rulesskills/marketing/marketing-plan/ — converts this context into a quarterly planskills/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.
