Marketing Fundamentals
Core marketing concepts, psychology, and frameworks for effective marketing execution.
Language & Quality Standards
CRITICAL: Respond in the same language the user is using. If Vietnamese, respond in Vietnamese. If Spanish, respond in Spanish.
Standards: Token efficiency, sacrifice grammar for concision, list unresolved questions at end.
When to Use This Skill
Apply marketing fundamentals when:
- Working on any marketing task requiring foundational knowledge
- Understanding customer psychology and behavior
- Applying marketing frameworks (funnel, journey, positioning)
- Creating value propositions and messaging
- Designing customer acquisition strategies
Core Concepts
Marketing Funnel (TOFU/MOFU/BOFU)
Top of Funnel (TOFU) - Awareness
- Stage: Problem-aware → Solution-aware
- Content: Educational, thought leadership, entertainment
- Metrics: Reach, impressions, traffic, brand awareness
- Channels: SEO, social, paid awareness, PR
Middle of Funnel (MOFU) - Consideration
- Stage: Solution-aware → Product-aware
- Content: Comparison guides, case studies, webinars
- Metrics: Engagement, leads, MQLs, email signups
- Channels: Content marketing, email, retargeting
Bottom of Funnel (BOFU) - Decision
- Stage: Product-aware → Most-aware
- Content: Demos, trials, testimonials, pricing
- Metrics: SQLs, opportunities, conversion rate
- Channels: Direct sales, demos, free trials
Post-Purchase - Retention
- Stage: Customer → Advocate
- Content: Onboarding, tutorials, community
- Metrics: NPS, retention, expansion, referrals
- Channels: Customer success, email, community
Customer Journey Mapping
| Stage | Question | Touchpoints | Emotions |
|---|---|---|---|
| Awareness | How do they discover you? | Ads, content, referral | Curious, skeptical |
| Research | What information do they seek? | Website, reviews, social | Interested, cautious |
| Consideration | What options do they compare? | Competitors, features | Evaluating, anxious |
| Decision | What triggers the purchase? | Demo, trial, offer | Confident, excited |
| Experience | What happens post-purchase? | Onboarding, support | Hopeful, validated |
| Advocacy | What makes them recommend? | Results, delight | Satisfied, proud |
Value Proposition Design
Jobs-to-be-Done Framework:
- Functional Jobs: Tasks to complete (save time, reduce costs)
- Social Jobs: How they want to be perceived (look smart, be respected)
- Emotional Jobs: How they want to feel (confident, secure, relieved)
Value Proposition Canvas:
| Customer Profile | Value Map |
|---|---|
| Jobs | Products & Services |
| Pains | Pain Relievers |
| Gains | Gain Creators |
Positioning Framework
Elements of Strong Positioning:
- Target Audience: Specific segment, not "everyone"
- Frame of Reference: Category you compete in
- Point of Differentiation: Why different AND better
- Reason to Believe: Proof points and credentials
Positioning Statement Template:
For [target audience] who [need/opportunity], [product name] is a [category] that [key benefit]. Unlike [competitors], we [unique differentiator] because [reason to believe].
Marketing Psychology Principles
| Principle | Definition | Application |
|---|---|---|
| Reciprocity | People return favors | Free value → paid |
| Social Proof | Following the crowd | Testimonials, numbers |
| Scarcity | Fear of missing out | Limited time/quantity |
| Authority | Trust experts | Credentials, endorsements |
| Consistency | Honoring commitments | Small yes → big yes |
| Liking | Buy from those we like | Personality, relatability |
Marketing Metrics Framework
| Category | Metrics | Healthy Range |
|---|---|---|
| Acquisition | CAC, CPL, CPC | CAC < 1/3 LTV |
| Activation | Trial-to-paid, onboarding completion | 20-40% |
| Retention | Churn rate, NRR | <5% monthly churn |
| Revenue | LTV, ARPU, expansion | LTV:CAC > 3:1 |
| Referral | Referral rate, NPS | NPS > 50 |
Best Practices
Strategy Excellence
- Customer-First: Start with audience research, not product features
- Test Before Scale: Validate messaging before major investment
- Full-Funnel Thinking: Address all stages, not just acquisition
- Differentiation: Clear reason why you, not competitors
Execution Excellence
- Consistency: Same core message across all channels
- Clarity: One main idea per piece of content
- Proof Points: Back claims with evidence
- Call-to-Action: Clear next step in every interaction
Measurement Excellence
- Leading Indicators: Track early signals, not just outcomes
- Attribution: Understand what's driving results
- Segmentation: Break down by audience for insights
- Iteration: Test, learn, improve continuously
Agent Integration
| Agent | How They Use This Skill |
|---|---|
brainstormer | Campaign ideation based on psychology |
planner | Full-funnel campaign planning |
copywriter | Messaging aligned with positioning |
lead-qualifier | Understanding buyer journey stage |
Anti-Patterns to Avoid
| Anti-Pattern | Why It's Wrong | Do This Instead |
|---|---|---|
| Feature-first messaging | Customers want outcomes | Lead with benefits |
| Targeting everyone | Resonates with no one | Specific audience |
| Ignoring competition | Leaves positioning unclear | Explicit differentiation |
| All acquisition, no retention | Leaky bucket | Balance full funnel |
| Guessing, not testing | Wastes resources | Validate assumptions |
Related Commands
/competitor/deep- Full competitor analysis/audit/full- Comprehensive marketing audit/research/persona- Buyer persona development/research/market- Market research
References
references/funnel-psychology.md- Buyer psychology at each funnel stagereferences/conversion-principles.md- Psychology of persuasionreferences/copywriting-frameworks.md- Proven copy formulasreferences/marketing-metrics.md- Key marketing KPIsreferences/competitor-analysis.md- Competitive intelligence