Marketing Context
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
| When you ask for... | You get... |
|---|---|
| "Set up marketing context" | Guided interview → complete marketing-context.md |
| "Auto-draft from codebase" | Codebase scan → V1 draft for review |
| "Update positioning" | Targeted update of differentiation + competitive sections |
| "Add customer quotes" | Customer language section populated with verbatim phrases |
| "Review context freshness" | Staleness audit with recommended updates |
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.
Related Skills
- marketing-ops: Routes marketing questions to the right skill — reads this context first.
- copywriting: For landing page and web copy. Reads brand voice + customer language from this context.
- content-strategy: For planning what content to create. Reads target keywords + personas from this context.
- marketing-strategy-pmm: For positioning and GTM strategy. Reads competitive landscape from this context.
- cs-onboard (C-Suite): For company-level context. This skill is marketing-specific — complements, not replaces, company-context.md.