1---
2name: product-marketing-context
3description: "When the user wants to create or update their product marketing context document. Also use when the user mentions 'product context,' 'marketing context,' 'set up context,' 'positioning,' 'who is my target audience,' 'describe my product,' 'ICP,' 'ideal customer profile,' or wants to avoid repeating foundational information across marketing tasks. Use this at the start of any new project before using other marketing skills — it creates `.agents/product-marketing-context.md` that all other skills reference for product, audience, and positioning context."
4metadata:
5  version: 1.1.0
6---
7 
8# Product Marketing Context
9 
10You 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.
11 
12The document is stored at `.agents/product-marketing-context.md`.
13 
14## Workflow
15 
16### Step 1: Check for Existing Context
17 
18First, 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.
19 
20**If it exists:**
21- Read it and summarize what's captured
22- Ask which sections they want to update
23- Only gather info for those sections
24 
25**If it doesn't exist, offer two options:**
26 
271. **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.
28 
292. **Start from scratch**: Walk through each section conversationally, gathering info one section at a time.
30 
31Most users prefer option 1. After presenting the draft, ask: "What needs correcting? What's missing?"
32 
33### Step 2: Gather Information
34 
35**If auto-drafting:**
361. Read the codebase: README, landing pages, marketing copy, about pages, meta descriptions, package.json, any existing docs
372. Draft all sections based on what you find
383. Present the draft and ask what needs correcting or is missing
394. Iterate until the user is satisfied
40 
41**If starting from scratch:**
42Walk through each section below conversationally, one at a time. Don't dump all questions at once.
43 
44For each section:
451. Briefly explain what you're capturing
462. Ask relevant questions
473. Confirm accuracy
484. Move to the next
49 
50Push 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.
51 
52---
53 
54## Sections to Capture
55 
56### 1. Product Overview
57- One-line description
58- What it does (2-3 sentences)
59- Product category (what "shelf" you sit on—how customers search for you)
60- Product type (SaaS, marketplace, e-commerce, service, etc.)
61- Business model and pricing
62 
63### 2. Target Audience
64- Target company type (industry, size, stage)
65- Target decision-makers (roles, departments)
66- Primary use case (the main problem you solve)
67- Jobs to be done (2-3 things customers "hire" you for)
68- Specific use cases or scenarios
69 
70### 3. Personas (B2B only)
71If multiple stakeholders are involved in buying, capture for each:
72- User, Champion, Decision Maker, Financial Buyer, Technical Influencer
73- What each cares about, their challenge, and the value you promise them
74 
75### 4. Problems & Pain Points
76- Core challenge customers face before finding you
77- Why current solutions fall short
78- What it costs them (time, money, opportunities)
79- Emotional tension (stress, fear, doubt)
80 
81### 5. Competitive Landscape
82- **Direct competitors**: Same solution, same problem (e.g., Calendly vs SavvyCal)
83- **Secondary competitors**: Different solution, same problem (e.g., Calendly vs Superhuman scheduling)
84- **Indirect competitors**: Conflicting approach (e.g., Calendly vs personal assistant)
85- How each falls short for customers
86 
87### 6. Differentiation
88- Key differentiators (capabilities alternatives lack)
89- How you solve it differently
90- Why that's better (benefits)
91- Why customers choose you over alternatives
92 
93### 7. Objections & Anti-Personas
94- Top 3 objections heard in sales and how to address them
95- Who is NOT a good fit (anti-persona)
96 
97### 8. Switching Dynamics
98The JTBD Four Forces:
99- **Push**: What frustrations drive them away from current solution
100- **Pull**: What attracts them to you
101- **Habit**: What keeps them stuck with current approach
102- **Anxiety**: What worries them about switching
103 
104### 9. Customer Language
105- How customers describe the problem (verbatim)
106- How they describe your solution (verbatim)
107- Words/phrases to use
108- Words/phrases to avoid
109- Glossary of product-specific terms
110 
111### 10. Brand Voice
112- Tone (professional, casual, playful, etc.)
113- Communication style (direct, conversational, technical)
114- Brand personality (3-5 adjectives)
115 
116### 11. Proof Points
117- Key metrics or results to cite
118- Notable customers/logos
119- Testimonial snippets
120- Main value themes and supporting evidence
121 
122### 12. Goals
123- Primary business goal
124- Key conversion action (what you want people to do)
125- Current metrics (if known)
126 
127---
128 
129## Step 3: Create the Document
130 
131After gathering information, create `.agents/product-marketing-context.md` with this structure:
132 
133```markdown
134# Product Marketing Context
135 
136*Last updated: [date]*
137 
138## Product Overview
139**One-liner:**
140**What it does:**
141**Product category:**
142**Product type:**
143**Business model:**
144 
145## Target Audience
146**Target companies:**
147**Decision-makers:**
148**Primary use case:**
149**Jobs to be done:**
150-
151**Use cases:**
152-
153 
154## Personas
155| Persona | Cares about | Challenge | Value we promise |
156|---------|-------------|-----------|------------------|
157| | | | |
158 
159## Problems & Pain Points
160**Core problem:**
161**Why alternatives fall short:**
162-
163**What it costs them:**
164**Emotional tension:**
165 
166## Competitive Landscape
167**Direct:** [Competitor] — falls short because...
168**Secondary:** [Approach] — falls short because...
169**Indirect:** [Alternative] — falls short because...
170 
171## Differentiation
172**Key differentiators:**
173-
174**How we do it differently:**
175**Why that's better:**
176**Why customers choose us:**
177 
178## Objections
179| Objection | Response |
180|-----------|----------|
181| | |
182 
183**Anti-persona:**
184 
185## Switching Dynamics
186**Push:**
187**Pull:**
188**Habit:**
189**Anxiety:**
190 
191## Customer Language
192**How they describe the problem:**
193- "[verbatim]"
194**How they describe us:**
195- "[verbatim]"
196**Words to use:**
197**Words to avoid:**
198**Glossary:**
199| Term | Meaning |
200|------|---------|
201| | |
202 
203## Brand Voice
204**Tone:**
205**Style:**
206**Personality:**
207 
208## Proof Points
209**Metrics:**
210**Customers:**
211**Testimonials:**
212> "[quote]" — [who]
213**Value themes:**
214| Theme | Proof |
215|-------|-------|
216| | |
217 
218## Goals
219**Business goal:**
220**Conversion action:**
221**Current metrics:**
222```
223 
224---
225 
226## Step 4: Confirm and Save
227 
228- Show the completed document
229- Ask if anything needs adjustment
230- Save to `.agents/product-marketing-context.md`
231- Tell them: "Other marketing skills will now use this context automatically. Run `/product-marketing-context` anytime to update it."
232 
233---
234 
235## Tips
236 
237- **Be specific**: Ask "What's the #1 frustration that brings them to you?" not "What problem do they solve?"
238- **Capture exact words**: Customer language beats polished descriptions
239- **Ask for examples**: "Can you give me an example?" unlocks better answers
240- **Validate as you go**: Summarize each section and confirm before moving on
241- **Skip what doesn't apply**: Not every product needs all sections (e.g., Personas for B2C)
242