Product Marketing Context

---
name: product-marketing-context
description: "When the user wants to create or update their product marketing context document — 'positioning,' 'ICP,' 'ideal customer profile,' 'who is my target audience,' or avoiding repeated foundational info across marketing tasks. Run at the start of a project: it creates `.agents/product-marketing-context.md`, which all other marketing skills read."
category: marketing
tier: on-demand
---

# Product Marketing Context

Create and maintain `.agents/product-marketing-context.md` — the foundational positioning/messaging document all other marketing skills read, so users don't repeat themselves.

## Workflow

### Step 1: Check for Existing Context

Check `.agents/product-marketing-context.md`; also `.claude/product-marketing-context.md` (older setups) — if found only there, offer to move it to `.agents/`.

**Exists:** read it, summarize what's captured, ask which sections to update, gather info only for those.

**Doesn't exist — offer two options:**

1. **Auto-draft from codebase** (recommended, faster): study the repo — README, landing pages, marketing copy, package.json, etc. — and draft a V1 for the user to review, correct, and fill gaps.
2. **Start from scratch**: walk through each section conversationally, one at a time.

Most users prefer option 1. After presenting the draft, ask: "What needs correcting? What's missing?"

### Step 2: Gather Information

**Auto-drafting:** read the codebase (README, landing pages, marketing copy, about pages, meta descriptions, package.json, existing docs), draft all sections, present, ask what needs correcting or is missing, iterate until satisfied.

**From scratch:** one section at a time — don't dump all questions at once. Per section: briefly explain what you're capturing, ask, confirm accuracy, move on.

Push for verbatim customer language — exact phrases reflect how customers actually think and speak, making copy more resonant.

---

## Sections to Capture

### 1. Product Overview
One-liner; what it does (2-3 sentences); category (the "shelf"—how customers search for you); type (SaaS, marketplace, e-commerce, service, etc.); business model and pricing.

### 2. Target Audience
Target company type (industry, size, stage); decision-makers (roles, departments); primary use case (main problem solved); jobs to be done (2-3 things customers "hire" you for); specific use cases/scenarios.

### 3. Personas (B2B only)
If multiple stakeholders buy, capture for each — User, Champion, Decision Maker, Financial Buyer, Technical Influencer — what they care about, their challenge, the value you promise.

### 4. Problems & Pain Points
Core challenge before finding you; why current solutions fall short; what it costs them (time, money, opportunities); emotional tension (stress, fear, doubt).

### 5. Competitive Landscape
- **Direct**: same solution, same problem (Calendly vs SavvyCal)
- **Secondary**: different solution, same problem (Calendly vs Superhuman scheduling)
- **Indirect**: conflicting approach (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.

### 7. Objections & Anti-Personas
Top 3 sales objections and how to address them; who is NOT a good fit (anti-persona).

### 8. Switching Dynamics
The JTBD Four Forces — **Push**: frustrations driving them from the current solution; **Pull**: what attracts them to you; **Habit**: what keeps them stuck; **Anxiety**: what worries them about switching.

### 9. Customer Language
How customers describe the problem and your solution (verbatim); words/phrases to use and avoid; glossary of product-specific terms.

### 10. Brand Voice
Tone (professional, casual, playful); communication style (direct, conversational, technical); personality (3-5 adjectives).

### 11. Proof Points
Key metrics/results to cite; notable customers/logos; testimonial snippets; main value themes with 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

Create `.agents/product-marketing-context.md` with this structure:

```markdown
# Product Marketing Context

*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:**
**Glossary:**
| Term | Meaning |
|------|---------|
| | |

## Brand Voice
**Tone:**
**Style:**
**Personality:**

## Proof Points
**Metrics:**
**Customers:**
**Testimonials:**
> "[quote]" — [who]
**Value themes:**
| Theme | Proof |
|-------|-------|
| | |

## Goals
**Business goal:**
**Conversion action:**
**Current metrics:**
```

---

## Step 4: Confirm and Save

- Show the completed document; ask if anything needs adjustment
- Save to `.agents/product-marketing-context.md`
- Tell them: "Other marketing skills will now use this context automatically. Run `/product-marketing-context` anytime to update it."

---

## Tips

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