Mmcp.market

product-marketing skill

by coreyhaines31·coreyhaines31/marketingskills·52k stars·MIT

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.md` that all other skills reference for product, audience, and positioning context.

A100/100content scan

Is the product-marketing skill safe?

Clean: nothing in its files matched our rules. We read 2 files in the folder on 2026-09-28.

No findings.

Install the product-marketing skill

A skill is a folder. Copy it into your agent's skills folder and the agent loads it when the task matches its description. 

git clone --depth 1 https://github.com/coreyhaines31/marketingskills.git /tmp/marketingskills
mkdir -p ~/.claude/skills
cp -r /tmp/marketingskills/skills/product-marketing ~/.claude/skills/product-marketing
available in every project

In the Claude apps, zip the folder and upload it from the Skills settings. The folder on GitHub

The instructions your agent would load

SKILL.md as published, without the frontmatter. Read it on GitHub

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.

The document is stored at .agents/product-marketing.md.

Workflow

Step 1: Check for Existing Context

First, check if .agents/product-marketing.md already exists. Also check .claude/product-marketing.md and the legacy filename product-marketing-context.md (in either .agents/ or .claude/) for older setups — if found anywhere other than .agents/product-marketing.md, offer to move it to the canonical location.

If it exists:

  • Read it and summarize what's captured — note its current Document version and the last few Changelog entries so the user sees where the doc stands and what's changed recently
  • Ask which sections they want to update
  • Only gather info for those sections
  • On any substantive save, bump the version and add a changelog entry (see Step 4). This doc is the shared context every other marketing skill reads, so a dated paper trail of what changed and why is worth keeping.

If it doesn't exist, offer two options:

  1. 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.
  1. 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:

  1. Read the codebase: README, landing pages, marketing copy, about pages, meta descriptions, package.json, any existing docs
  2. Draft all sections based on what you find
  3. Present the draft and ask what needs correcting or is missing
  4. 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:

  1. Briefly explain what you're capturing
  2. Ask relevant questions
  3. Confirm accuracy
  4. 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.md with this structure:

# Product Marketing Context

**Document version:** v1
**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:**
*

Step 4: Confirm, Version, and Save

  • Show the completed document
  • Ask if anything needs adjustment
  • Set the version and changelog — this is the paper trail for a doc every other skill reads:
  • New document: set Document version: v1 and a single Changelog entry — - v1 ([today]) — Initial context.
  • Updating an existing document: increment the version (v2 → v3 …), update Last updated to today, and prepend a new Changelog entry at the top of the list (newest first) summarizing what changed and why in one line. Never rewrite or reorder past entries.
  • A good entry names the sections touched and the reason, not "updated the doc." Examples:
  • - v3 (2026-07-16) — Repositioned from "email tool" to "deliverability platform"; added RevOps to the ICP.
  • - v2 (2026-06-02) — Rewrote value prop and objections after 5 customer interviews; added competitor Acme.
  • Use today's date in ISO form (YYYY-MM-DD) for the entry and Last updated.
  • Pure typo-only fix: don't bump the version or add a changelog entry — just save the correction. Every other change bumps the version and gets an entry. When the change is a real repositioning, say so plainly — downstream skills will now generate against the new context.
  • Save to .agents/product-marketing.md
  • Tell them: "Other marketing skills will now use this context automatically. The Changelog at the bottom tracks every revision — check it to see how your positioning has evolved. Run /product-marketing anytime to update it."

Tips

  • Be specific: Ask "What's the #1 frustration that brings them to you?" not "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 and confirm before moving on
  • Skip what doesn't apply: Not every product needs all sections (e.g., Personas for B2C)

More skills from coreyhaines31/marketingskills

  • Aab-testingWhen the user wants to plan, design, or implement an A/B test or experiment, or build a growth experimentation program. Also use when the user mentions "A/B test," "split test," "experiment," "test this change," "variant copy," "multivariate test," "hypothesis," "should I test this," "which version is better," "test two versions," "statistical significance," "how long should I run this test," "growth experiments," "experiment velocity," "experiment backlog," "ICE score," "experimentation program," or "experiment playbook." Use this whenever someone is comparing two approaches and wants to measure which performs better, or when they want to build a systematic experimentation practice. For tracking implementation, see analytics. For page-level conversion optimization, see cro.
  • Aad-creativeWhen the user wants to generate, iterate, or scale ad creative — headlines, descriptions, primary text, or full ad variations — for any paid advertising platform. Also use when the user mentions 'ad copy variations,' 'ad creative,' 'generate headlines,' 'RSA headlines,' 'bulk ad copy,' 'ad iterations,' 'creative testing,' 'write me some ads,' 'Facebook ad copy,' 'Google ad headlines,' 'LinkedIn ad text,' 'static ads,' 'ad templates,' 'iMessage ad,' 'chat reveal ad,' 'ChatGPT ad,' 'Apple Notes ad,' 'AirDrop ad,' 'creative strategy,' 'creative roadmap,' 'creative retro,' 'hook writing,' 'creative review page,' 'present ad creative for approval,' 'motion video ad,' 'faceless video ad,' 'UGC ad,' 'greenscreen ad,' 'TikTok/Reels ad format,' 'which ad format to make,' 'Meta ad format tier list,' or 'creative format taxonomy.' Use this whenever someone needs to produce ad copy at scale or iterate on existing ads. For campaign strategy and targeting, see ads. For landing page copy, see copywriting.
  • CadsWhen the user wants help with paid advertising campaigns on Google Ads, Meta (Facebook/Instagram), LinkedIn, Twitter/X, or other ad platforms. Also use when the user mentions 'PPC,' 'paid media,' 'ROAS,' 'CPA,' 'ad campaign,' 'retargeting,' 'audience targeting,' 'Google Ads,' 'Facebook ads,' 'LinkedIn ads,' 'ad budget,' 'cost per click,' 'ad spend,' 'should I run ads,' 'ABM,' 'account-based marketing,' 'B2B ads,' 'lead quality,' 'negative keywords,' 'Performance Max,' 'thought leader ads,' or 'when should I kill an ad.' Use this for campaign strategy, audience targeting, bidding, and optimization. For bulk ad creative generation and iteration, see ad-creative. For landing page optimization, see cro.
  • Aai-seoWhen the user wants to optimize content for AI search engines, get cited by LLMs, or appear in AI-generated answers. Also use when the user mentions 'AI SEO,' 'AEO,' 'GEO,' 'LLMO,' 'answer engine optimization,' 'generative engine optimization,' 'LLM optimization,' 'AI Overviews,' 'optimize for ChatGPT,' 'optimize for Perplexity,' 'AI citations,' 'AI visibility,' 'zero-click search,' 'how do I show up in AI answers,' 'LLM mentions,' 'optimize for Claude/Gemini,' 'llms.txt,' 'llms-full.txt,' 'OKF,' 'Open Knowledge Format,' 'knowledge bundle,' 'agent-readable site,' 'agent readiness,' 'is my site agent-ready,' 'WebMCP,' 'do listicles still work for AI,' 'ChatGPT stopped citing comparison pages,' or 'AI citation format shift.' Use this whenever someone wants their content to be cited or surfaced by AI assistants and AI search engines. For traditional technical and on-page SEO audits, see seo-audit. For structured data implementation, see schema.
  • AanalyticsWhen the user wants to set up, improve, or audit analytics tracking and measurement. Also use when the user mentions "set up tracking," "GA4," "Google Analytics," "conversion tracking," "event tracking," "UTM parameters," "tag manager," "GTM," "analytics implementation," "tracking plan," "how do I measure this," "track conversions," "Mixpanel," "Segment," "are my events firing," or "analytics isn't working." Use this whenever someone asks how to know if something is working or wants to measure marketing results. For choosing attribution models, comparing multi-touch/MMM/incrementality, or reconciling conflicting numbers across tools, see attribution. For A/B test measurement, see ab-testing.
  • AasoWhen the user wants to audit or optimize an App Store or Google Play listing. Also use when the user mentions 'ASO audit,' 'app store optimization,' 'optimize my app listing,' 'improve app visibility,' 'app store ranking,' 'audit my listing,' 'why aren't people downloading my app,' 'improve my app conversion,' 'keyword optimization for app,' or 'compare my app to competitors.' Use when the user shares an App Store or Google Play URL and wants to improve it.
  • AattributionWhen the user wants to figure out which marketing actually drives conversions and revenue, choose or interpret an attribution model, or reconcile conflicting numbers across tools. Also use when the user mentions "attribution," "attribution model," "first-touch vs last-touch," "multi-touch," "which channel drives revenue," "what's my real CAC," "my dashboards disagree," "Google/Meta says X but GA says Y," "media mix model," "MMM," "incrementality," "geo lift," "holdout test," "how did you hear about us," "self-reported attribution," "dark social," or wants to instrument attribution themselves — "stitch my bookings to their source," "SavvyCal/Calendly attribution," "close the identify gap," "track conversions on a third-party domain," "first-party / self-hosted attribution." For event tracking setup and UTMs, see analytics. For ad-platform pixels/CAPI, see ads. For pipeline and CRM revenue reporting, see revops. For the AI-search attribution blind spot, see ai-seo.
  • Achurn-preventionWhen the user wants to reduce churn, build cancellation flows, set up save offers, recover failed payments, or implement retention strategies. Also use when the user mentions 'churn,' 'cancel flow,' 'offboarding,' 'save offer,' 'dunning,' 'failed payment recovery,' 'win-back,' 'retention,' 'exit survey,' 'pause subscription,' 'involuntary churn,' 'people keep canceling,' 'churn rate is too high,' 'how do I keep users,' or 'customers are leaving.' Use this whenever someone is losing subscribers or wants to build systems to prevent it. For post-cancel win-back email sequences, see emails. For in-app upgrade paywalls, see paywalls.
  • Aco-marketingWhen the user wants to find co-marketing partners, plan joint campaigns, or brainstorm partnership opportunities. Use when the user says 'co-marketing,' 'partner marketing,' 'joint campaign,' 'who should we partner with,' 'integration marketing,' 'cross-promotion,' 'collaborate with another company,' 'partnership ideas,' or 'co-brand.' For customer referral programs, see referrals. For launch-specific partnerships, see launch.
  • Acold-emailWrite B2B cold emails and follow-up sequences that get replies. Use when the user wants to write cold outreach emails, prospecting emails, cold email campaigns, sales development emails, or SDR emails. Also use when the user mentions "cold outreach," "prospecting email," "outbound email," "email to leads," "reach out to prospects," "sales email," "follow-up email sequence," "nobody's replying to my emails," or "how do I write a cold email." Covers subject lines, opening lines, body copy, CTAs, personalization, and multi-touch follow-up sequences. For warm/lifecycle email sequences, see emails. For sales collateral beyond emails, see sales-enablement.
  • Acommunity-marketingBuild and leverage online communities to drive product growth and brand loyalty. Use when the user wants to create a community strategy, grow a Discord or Slack community, manage a forum or subreddit, build brand advocates, increase word-of-mouth, drive community-led growth, engage users post-signup, or turn customers into evangelists. Trigger phrases: \"build a community,\" \"community strategy,\" \"Discord community,\" \"Slack community,\" \"community-led growth,\" \"brand advocates,\" \"user community,\" \"forum strategy,\" \"community engagement,\" \"grow our community,\" \"ambassador program,\" \"community flywheel.\"
  • Acompetitor-profilingWhen the user wants to research, profile, or analyze competitors from their URLs. Also use when the user mentions 'competitor profile,' 'competitor research,' 'competitor analysis,' 'profile this competitor,' 'analyze competitor,' 'competitive intelligence,' 'competitor deep dive,' 'who are my competitors,' 'competitor landscape,' 'competitor dossier,' 'competitive audit,' or 'research these competitors.' Input is a list of competitor URLs. Output is structured competitor profile markdown files. For creating comparison/alternative pages from profiles, see competitors. For sales-specific battle cards, see sales-enablement.

All agent skills → · MCP servers