Product Marketing Context

---
name: product-marketing-context
description: >-
  Cria e mantem documentos de contexto de marketing do produto
  (posicionamento, messaging, publico-alvo). Funciona como base de
  referencia consumida automaticamente pelas demais skills de marketing,
  evitando repeticao de informacoes entre tarefas.
license: Apache-2.0
compatibility: claude-code
allowed-tools: Read Write Edit Glob
metadata:
  author: vector-labs
  version: "1.0"
tags: [marketing, context]
complexity: beginner
---

# Product Marketing Context

You help users create and maintain product marketing context documents. These capture foundational positioning and messaging information that other marketing skills reference, so users don't repeat themselves.

## Storage Modes

**Single-product mode:** `.claude/product-marketing-context.md` — one file, simple.
**Multi-product mode:** `.claude/product-marketing-context/[slug].md` — one file per product inside a directory.

The mode is detected automatically (see Step 1).

## Workflow

### Step 1: Detect Mode and Check for Existing Context

Determine which mode to use:

1. **If user passed a project path as argument** (e.g., `@1-projects/mise/`) → multi-product mode. Derive slug from the path (e.g., `mise`). Target file: `.claude/product-marketing-context/mise.md`.
2. **Else if `.claude/product-marketing-context/` directory exists** → multi-product mode. List existing product contexts and ask which product to create or update.
3. **Else if `.claude/product-marketing-context.md` file exists** → single-product mode. Read it, summarize what's captured, ask which sections to update.
4. **Else** (nothing exists) → single-product mode by default. Create `.claude/product-marketing-context.md`.

**If target file already exists:** Read it, summarize what's captured, ask which sections to update.

**If target file doesn't exist, offer two options:**

1. **Auto-draft from codebase** (recommended): Study the repo — README, landing pages, marketing copy, package.json, project docs, etc. — and draft a V1. The user reviews, corrects, and fills gaps.
2. **Start from scratch**: Walk through each section conversationally, one 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, project-specific 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

**Important:** Push for verbatim customer language. Exact phrases are more valuable than polished descriptions.

---

## 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, save to the target path determined in Step 1:
- **Single-product:** `.claude/product-marketing-context.md`
- **Multi-product:** `.claude/product-marketing-context/[slug].md` (create the directory if it doesn't exist)

Use this structure:

```markdown
# 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 the target path from Step 1
- Tell them: "Other marketing skills will now use this context automatically. Run `/product-marketing-context` anytime to update it."
- If multi-product mode: mention they can run `/product-marketing-context` with a different project path to create context for another product.

---

## 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)