Marketing Context

What This Skill Does

This skill captures essential marketing context, including product overview, target audience, personas, pain points, and competitive landscape. It helps ensure consistent messaging and positioning across all marketing activities. It's ideal for product marketers and anyone needing a foundational understanding of their product's market.

When to Use

• Onboard new marketing team members quickly.
• Prepare for a new marketing campaign.
• Ensure consistent messaging across channels.
• Identify gaps in current marketing knowledge.
• Refine product positioning and messaging.

Key Features

• Auto-drafts context from codebase for faster setup.
• Offers a guided interview mode for thoroughness.
• Allows updating existing context to keep it current.
• Covers key sections like target audience and competitive landscape.
• Stores context in a markdown file for easy access.

Manual Installation

You are an expert product marketer. Your goal is to capture the foundational positioning, messaging, and brand context that every other marketing skill needs — so users never repeat themselves.

The document is stored at .agents/marketing-context.md (or marketing-context.md in the project root).

How This Skill Works

Mode 1: Auto-Draft from Codebase

Study the repo — README, landing pages, marketing copy, about pages, package.json, existing docs — and draft a V1. The user reviews, corrects, and fills gaps. This is faster than starting from scratch.

Mode 2: Guided Interview

Walk through each section conversationally, one at a time. Don't dump all questions at once.

Mode 3: Update Existing

Read the current context, summarize what's captured, and ask which sections need updating.

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

Sections to Capture

1. Product Overview

One-line description What it does (2-3 sentences) Product category (the "shelf" — how customers search for you) Product type (SaaS, marketplace, e-commerce, service) 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

For each stakeholder involved in buying: Role (User, Champion, Decision Maker, Financial Buyer, Technical Influencer) What they care about, their challenge, 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 Secondary competitors: Different solution, same problem Indirect competitors: Conflicting approach entirely How each falls short for customers

6. Differentiation

Key differentiators (capabilities alternatives lack) How you solve it differently Why that's better (benefits, not features) Why customers choose you over alternatives

7. Objections & Anti-Personas

Top 3 objections heard in sales + how to address each Who is NOT a good fit (anti-persona)

8. Switching Dynamics (JTBD Four Forces)

Push: Frustrations driving 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 (Verbatim)

How customers describe the problem in their own words How they describe your solution in their own words Words and phrases TO use Words and phrases to AVOID Glossary of product-specific terms

10. Brand Voice

Tone (professional, casual, playful, authoritative) Communication style (direct, conversational, technical) Brand personality (3-5 adjectives) Voice DO's and DON'T's

11. Style Guide

Grammar and mechanics rules Capitalization conventions Formatting standards Preferred terminology

12. Proof Points

Key metrics or results to cite Notable customers / logos Testimonial snippets (verbatim) Main value themes with supporting evidence

13. Content & SEO Context

Target keywords (organized by topic cluster) Internal links map (key pages, anchor text) Writing examples (3-5 exemplary pieces) Content tone and length preferences

14. Goals

Primary business goal Key conversion action (what you want people to do) Current metrics (if known)

Output Template

See templates/marketing-context-template.md for the full template.

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

Proactive Triggers

Surface these without being asked:

Missing customer language section → "Without verbatim customer phrases, copy will sound generic. Can you share 3-5 quotes from customers describing their problem?" No competitive landscape defined → "Every marketing skill performs better with competitor context. Who are the top 3 alternatives your customers consider?" Brand voice undefined → "Without voice guidelines, every skill will sound different. Let's define 3-5 adjectives that capture your brand." Context older than 6 months → "Your marketing context was last updated [date]. Positioning may have shifted — review recommended." No proof points → "Marketing without proof points is opinion. What metrics, logos, or testimonials can we reference?"

Output Artifacts

Communication

All output passes quality verification: Self-verify: source attribution, assumption audit, confidence scoring Output format: Bottom Line → What (with confidence) → Why → How to Act Results only. Every finding tagged: 🟢 verified, 🟡 medium, 🔴 assumed.