# Product Marketing

> Crea o actualiza el documento de contexto de marketing de producto en `.agents/product-marketing.md`, que otras skills de marketing usan para no repetir información sobre producto, audiencia y posicionamiento.

Fuente: https://skillsagentes.com/skills/coreyhaines31/marketingskills/product-marketing
Markdown: https://skillsagentes.com/skills/coreyhaines31/marketingskills/product-marketing.md

Repositorio: https://github.com/coreyhaines31/marketingskills
Autor: coreyhaines31
Licencia: MIT
Actualizado: hace 2 meses
Coste de contexto: 138 tok instalada, 2.4k tok al activarse, 4.2k tok con todos los archivos del bundle
Bundle: 2 archivos, 16 KB
Permisos que pide: ninguno declarado

## Instalación

Un skill son archivos markdown: los mismos archivos valen para cualquier agente y lo único que cambia es el directorio de destino, es decir la bandera `--agent`. Añade `-g` para instalarlo en todos los proyectos de la máquina.

```bash
# Claude Code
npx -y skills add coreyhaines31/marketingskills --skill product-marketing --agent claude-code
# Cursor
npx -y skills add coreyhaines31/marketingskills --skill product-marketing --agent cursor
# Codex
npx -y skills add coreyhaines31/marketingskills --skill product-marketing --agent codex
# Gemini CLI
npx -y skills add coreyhaines31/marketingskills --skill product-marketing --agent gemini
# Windsurf
npx -y skills add coreyhaines31/marketingskills --skill product-marketing --agent windsurf
# Cline
npx -y skills add coreyhaines31/marketingskills --skill product-marketing --agent cline
```

## Qué hace

- Crea o actualiza un documento de contexto de marketing en `.agents/product-marketing.md` con posicionamiento, audiencia y mensajería
- Redacta un borrador V1 estudiando el repositorio (README, landing pages, copy, package.json) o lo construye conversando sección por sección
- Estructura 12 secciones: producto, audiencia, personas, dolores, competencia, diferenciación, objeciones, lenguaje del cliente, tono, pruebas y metas
- Versiona el documento y añade entradas al Changelog cada vez que se guarda un cambio sustancial
- Detecta versiones antiguas del archivo en otras rutas y ofrece moverlas a la ubicación canónica

## Cuándo usarla

- El usuario quiere crear o actualizar su documento de contexto de marketing de producto
- El usuario menciona 'product context', 'positioning', 'ICP', 'ideal customer profile' o 'describe my product'
- Al iniciar cualquier proyecto nuevo antes de usar otras skills de marketing

## Qué la activa

- "Ayúdame a crear el contexto de marketing de mi producto"
- "Necesito definir mi ICP y mi posicionamiento"
- "Actualiza nuestro documento de contexto con el nuevo competidor"
- "Configura el contexto de producto para las skills de marketing"

## Archivos

- SKILL.md — 9 KB
- evals/evals.json — 7 KB

## SKILL.md

Reproducido tal cual desde coreyhaines31/marketingskills bajo MIT. Esta sección es el documento original y está en inglés.

# Product Marketing Context

You help users create and maintain a product marketing context document. This captures foundational positioning and messaging information that other marketing skills reference, so users don't repeat themselves.

The document is stored at `.agents/product-marketing.md`.

## Workflow

### Step 1: Check for Existing Context

First, check if `.agents/product-marketing.md` already exists. Also check `.claude/product-marketing.md` and the legacy filename `product-marketing-context.md` (in either `.agents/` or `.claude/`) for older setups — if found anywhere other than `.agents/product-marketing.md`, offer to move it to the canonical location.

**If it exists:**
- Read it and summarize what's captured — note its current **Document version** and the last few **Changelog** entries so the user sees where the doc stands and what's changed recently
- Ask which sections they want to update
- Only gather info for those sections
- On any substantive save, bump the version and add a changelog entry (see Step 4). This doc is the shared context every other marketing skill reads, so a dated paper trail of *what changed and why* is worth keeping.

**If it doesn't exist, offer two options:**

1. **Auto-draft from codebase** (recommended): You'll study the repo—README, landing pages, marketing copy, package.json, etc.—and draft a V1 of the context document. The user then reviews, corrects, and fills gaps. This is faster than starting from scratch.

2. **Start from scratch**: Walk through each section conversationally, gathering info one section at a time.

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

### Step 2: Gather Information

**If auto-drafting:**
1. Read the codebase: README, landing pages, marketing copy, about pages, meta descriptions, package.json, any existing docs
2. Draft all sections based on what you find
3. Present the draft and ask what needs correcting or is missing
4. Iterate until the user is satisfied

**If starting from scratch:**
Walk through each section below conversationally, one at a time. Don't dump all questions at once.

For each section:
1. Briefly explain what you're capturing
2. Ask relevant questions
3. Confirm accuracy
4. Move to the next

Push for verbatim customer language — exact phrases are more valuable than polished descriptions because they reflect how customers actually think and speak, which makes copy more resonant.

---

## Sections to Capture

### 1. Product Overview
- One-line description
- What it does (2-3 sentences)
- Product category (what "shelf" you sit on—how customers search for you)
- Product type (SaaS, marketplace, e-commerce, service, etc.)
- 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 (B2B only)
If multiple stakeholders are involved in buying, capture for each:
- User, Champion, Decision Maker, Financial Buyer, Technical Influencer
- What each cares about, their challenge, and 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 (e.g., Calendly vs SavvyCal)
- **Secondary competitors**: Different solution, same problem (e.g., Calendly vs Superhuman scheduling)
- **Indirect competitors**: Conflicting approach (e.g., 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 over alternatives

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

### 8. Switching Dynamics
The JTBD Four Forces:
- **Push**: What frustrations drive 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
- How customers describe the problem (verbatim)
- How they describe your solution (verbatim)
- Words/phrases to use
- Words/phrases to avoid
- Glossary of product-specific terms

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

### 11. Proof Points
- Key metrics or results to cite
- Notable customers/logos
- Testimonial snippets
- Main value themes and 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

After gathering information, create `.agents/product-marketing.md` with this structure:

```markdown
# Product Marketing Context

**Document version:** v1
**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:**

## Changelog
*Newest first. One line per revision: what changed and why.*
- v1 ([date]) — Initial context.
```

---

## Step 4: Confirm, Version, and Save

- Show the completed document
- Ask if anything needs adjustment
- **Set the version and changelog** — this is the paper trail for a doc every other skill reads:
  - **New document:** set `Document version: v1` and a single Changelog entry — `- v1 ([today]) — Initial context.`
  - **Updating an existing document:** increment the version (v2 → v3 …), update `Last updated` to today, and **prepend a new Changelog entry** at the top of the list (newest first) summarizing *what changed and why* in one line. Never rewrite or reorder past entries.
  - A good entry names the sections touched and the reason, not "updated the doc." Examples:
    - `- v3 (2026-07-16) — Repositioned from "email tool" to "deliverability platform"; added RevOps to the ICP.`
    - `- v2 (2026-06-02) — Rewrote value prop and objections after 5 customer interviews; added competitor Acme.`
  - Use today's date in ISO form (YYYY-MM-DD) for the entry and `Last updated`.
  - **Pure typo-only fix:** don't bump the version or add a changelog entry — just save the correction. Every other change bumps the version and gets an entry. When the change is a real repositioning, say so plainly — downstream skills will now generate against the new context.
- Save to `.agents/product-marketing.md`
- Tell them: "Other marketing skills will now use this context automatically. The Changelog at the bottom tracks every revision — check it to see how your positioning has evolved. Run `/product-marketing` anytime to update it."

---

## 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 (e.g., Personas for B2C)

## Dónde encaja

- Categoría: [Marketing](https://skillsagentes.com/categorias/marketing.md) — Campañas, copy, lanzamientos y ciclos de crecimiento.
- Creador: [coreyhaines31](https://skillsagentes.com/creators/coreyhaines31.md) — 50 skills en el directorio
- [Todas las skills](https://skillsagentes.com/skills.md)
- [Ranking de instalaciones](https://skillsagentes.com/ranking.md)

## Otras skills del mismo repositorio

- [Ad Creative](https://skillsagentes.com/skills/coreyhaines31/marketingskills/ad-creative.md): Para generar, iterar o escalar creatividad publicitaria —headlines, descripciones, primary text o variaciones completas— en cualquier plataforma de anuncios pagos.
- [Ads](https://skillsagentes.com/skills/coreyhaines31/marketingskills/ads.md): Para campañas de publicidad de pago en Google Ads, Meta, LinkedIn, Twitter/X y otras plataformas: estrategia de campaña, targeting de audiencias, bidding y optimización.
- [Ai Seo](https://skillsagentes.com/skills/coreyhaines31/marketingskills/ai-seo.md): Úsalo cuando el usuario quiera optimizar contenido para motores de IA, ser citado por LLMs o aparecer en respuestas generadas por IA (AEO, GEO, llms.txt, agent readiness, etc.).
- [Pricing](https://skillsagentes.com/skills/coreyhaines31/marketingskills/pricing.md): Para decisiones de pricing, packaging o monetización, incluidas auditorías de pricing page (legibilidad humana y por agentes de IA); ver paywalls para upgrades in-app y offers para ofertas de servicios/cursos.
- [Public Relations](https://skillsagentes.com/skills/coreyhaines31/marketingskills/public-relations.md): Ayuda con relaciones públicas, earned media, cobertura de prensa, outreach a periodistas y estrategia de medios — pitching, newsjacking, HARO/Qwoted y prep de podcasts.

---

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