marketing-context

Files (4)

• SKILL.md
• competitive_landscape_mapper.py · scripts/
• context_completeness_checker.py · scripts/
• icp_fit_scorer.py · scripts/

SKILL.md (first lines)

# Marketing Context

The foundational context document that every marketing skill reads before starting. Captures positioning, ICP, competitive landscape, brand voice, and customer language in one place.

---

## Table of Contents

- [Keywords](#keywords)
- [Clarify First](#clarify-first)
- [Quick Start](#quick-start)
- [Core Workflows](#core-workflows)
- [Context Sections](#context-sections)
- [Customer Research Methodology](#customer-research-methodology)
- [Competitive Analysis Framework](#competitive-analysis-framework)
- [Switching Dynamics (JTBD Four Forces)](#switching-dynamics-jtbd-four-forces)
- [Context Maintenance](#context-maintenance)
- [Best Practices](#best-practices)
- [Integration Points](#integration-points)

---

## Keywords

marketing context, brand voice, target audience, ICP, ideal customer profile, positioning, customer insights, competitive analysis, market research, customer language, brand personality, buyer persona, product marketing, go-to-market, messaging framework, competitive landscape, objection handling, proof points, switching dynamics, value proposition

---

## Clarify First

What most shapes this skill's output is whether a context document already exists and how much of it can rest on real customer evidence rather than internal assumptions. Settle the inputs below before producing anything. When one is missing or vague and would change the result, ask about it; when it wouldn't, use a sensible default and say which one you used.

- **Existing document:** if one exists, the job is a targeted update that keeps the accurate sections. If not, it is a fresh build. Rewriting a document that is mostly right throws away verbatim customer language that is hard to collect again.
- **Source material:** a repository with a README, landing pages and docs supports the auto-draft path. Customer interviews, sales calls and reviews are what fill the customer language, objections and switching dynamics sections; without them those sections are guesses, and the document says so.
- **Product and audience scope:** one product for one segment gives a single ICP and persona set. Several products or segments change how many personas, anti-personas and competitor sets the document needs.
- **What it feeds next:** if the immediate need is ads or cold email, the ICP, pain points and customer language come first. If it is content or SEO, the keyword and competitive sections matter more. This decides which sections get depth when time is short.

If the user already has a context document, read it first (`context_completeness_checker.py` shows which sections are missing or thin) and ask only about the gaps. Ask about the two or three inputs that matter most for this request, not the whole list. If the user wants a result straight away, produce it and state your assumptions at the top.

---

## Quick Start

### Auto-Draft from Codebase

1. Study the repository: README, landing pages, marketing copy, about pages, docs
2. Draft a V1 context document based on what exists
3. Present the draft and ask: "What needs correcting? What is missing?"
4. Iterate through corrections until the document is accurate

### Guided Interview

1. Walk through each section conversationally, one at a time
2. Ask focused questions (not all at once)
3. Capture exact customer language, not polished summaries
4. Validate each section before moving to the next

### Update Existing Context

1. Read the current context document
2. Summarize what is captured
3. Ask which sections need updating
4. Make targeted updates while preserving accurate sections

---

## Core Workflows

### Workflow 1: Build Context from Scratch

**Step 1: Gather Product Foundation**

```markdown
## Product Overview
- One-line description: [What it is in one sentence]
- What it does: [2-3 sentences explaining the product]
- Product category: [The "shelf" — how customers search for you]
- Product type: [SaaS / Marketplace / E-commerce / Service / Platform]
- Business model: [Subscription / Freemium / Usage-based / One-time]
- Pricing: [Starting price / tier structure]
- Stage: [Pre-launch / Early / Growth / Scale / Mature]
```

**Step 2: Define Target Audience**

```markdown
## Target Audience
- Target company type: [Industry, size, stage, geography]
- Target decision-makers: [Roles, departments, seniority levels]
- Primary use case: [The main problem you solve]
- Jobs to be done (3-5):
  1. [Job]: [What they hire your product to do]
  2. [Job]: [What they hire your product to do]
  3. [Job]: [What they hire your product to do]
- Specific scenarios: [2-3 situations where they need you most]
```

**Step 3: Build Buyer Personas**

For each stakeholder involved in the buying decision:

```markdown
## Persona: [Role Name]
- Title: [Job title]
- Role in purchase: [User / Champion / Decision Maker / Financial Buyer / Technical Influencer]
- What they care about: [Their top 3 priorities]
- Their challenge: [Specific problem related to your product]
- Value you promise them: [What you deliver to this persona]
- Language they use: [Exact phrases they use to describe their problem]
- Where they research: [Channels, communities, publications they trust]
```

**Step 4: Document Problems and Pain Points**

```markdown
## Problems & Pain Points
- Core challenge: [What customers face before finding you]
- Why current solutions fail: [Specific shortcomings of alternatives]
- Cost of the problem:
  - Time cost: [Hours/week wasted]

From borghei/Claude-Skills, MIT.

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