product-marketing-context
When the user wants to create or update their product marketing context document. Also use when the user mentions 'product context,' 'marketing context,' 'set up context,' 'positioning,' 'who is my target audience,' 'describe my product,' 'ICP,' 'ideal customer profile,' or wants to avoid repeating foundational information across marketing tasks. Use this at the start of any new project before using other marketing skills — it creates .agents/product-marketing-context.md that all other skills reference for product, audience, and positioning context.
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Install
Works with every agent the skills CLI supports.
npx skills add https://github.com/coreyhaines31/marketingskills --skill product-marketing-context- 01
Install
Run the command in your project. The CLI asks which agents to install for.
- 02
Describe the task
Ask your agent for something this skill covers. It loads product-marketing-context automatically when relevant.
- 03
Review the result
The agent follows the SKILL.md steps, scripts and references bundled with the skill.
Security audits
Independent scans of the skill's instructions and bundled files.
SKILL.md
The instructions your agent reads when the skill is triggered.
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-context.md.
Workflow
Step 1: Check for Existing Context
First, check if .agents/product-marketing-context.md already exists. Also check .claude/product-marketing-context.md for older setups — if found there but not in .agents/, offer to move it.
If it exists:
- Read it and summarize what's captured
- Ask which sections they want to update
- Only gather info for those sections
If it doesn't exist, offer two options:
-
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.
-
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:
- Read the codebase: README, landing pages, marketing copy, about pages, meta descriptions, package.json, any existing docs
- Draft all sections based on what you find
- Present the draft and ask what needs correcting or is missing
- 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:
- Briefly explain what you're capturing
- Ask relevant questions
- Confirm accuracy
- 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-context.md with this structure:
# Product Marketing Context
*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:**
Step 4: Confirm and Save
- Show the completed document
- Ask if anything needs adjustment
- Save to
.agents/product-marketing-context.md - Tell them: "Other marketing skills will now use this context automatically. Run
/product-marketing-contextanytime 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)
FAQ
What does the product-marketing-context skill do?
When the user wants to create or update their product marketing context document. Also use when the user mentions 'product context,' 'marketing context,' 'set up context,' 'positioning,' 'who is my target audience,' 'describe my product,' 'ICP,' 'ideal customer profile,' or wants to avoid repeating foundational information across marketing tasks. Use this at the start of any new project before using other marketing skills — it creates .agents/product-marketing-context.md that all other skills reference for product, audience, and positioning context.
How do I install product-marketing-context?
Run npx skills add https://github.com/coreyhaines31/marketingskills --skill product-marketing-context in your project. The skills CLI detects the agents you use and copies the skill into the right folder. For Claude Code you can also place the skill folder at ~/.claude/skills/product-marketing-context/ (personal) or .claude/skills/product-marketing-context/ (project).
Which AI agents can use product-marketing-context?
Any agent that supports the open Agent Skills format (a folder with a SKILL.md file), including Claude Code, Codex, Cursor, GitHub Copilot, Gemini CLI, Windsurf, Cline, OpenCode and more.
Is product-marketing-context safe to install?
Security partners have reviewed it: Gen Agent Trust Hub passed; Socket passed; Snyk passed; Runlayer passed; ZeroLeaks passed. As with any skill, read the SKILL.md and bundled scripts before installing.
Who maintains product-marketing-context?
It is published by coreyhaines31 in coreyhaines31/marketingskills. It has 61,190 recorded installs.
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