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 .claude/product-marketing-context.md.

Workflow

Step 1: Check for Existing Context

First, check if .claude/product-marketing-context.md already exists.

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:

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

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, create .claude/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 .claude/product-marketing-context.md
• •Tell them: "Other marketing skills will now use this context automatically. Run /product-marketing-context 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)

Extended: Customer Avatar Deep-Dive

When the user wants to go deeper than the basic Target Audience section, build a full customer avatar. This is especially useful for Vibe Flow Phase 2 (positioning) and Phase 3 (asset creation).

Avatar Template

For each primary segment, capture:

Demographics & Firmographics

• •Role/title, seniority, department
• •Company size, industry, stage (startup/growth/enterprise)
• •Budget authority (yes/no/influence)

Psychographics

• •Professional identity ("I'm the kind of person who...")
• •Aspirations (where they want to be in 12 months)
• •Fears (what keeps them up at night, professionally)
• •Status markers (what success looks like to their peers)

Day-in-the-Life

• •Morning routine related to the problem
• •Specific moment the pain is worst
• •Current workaround and how it feels
• •What triggers them to search for a solution

Information Diet

• •Where they learn (podcasts, newsletters, communities, conferences)
• •Who they trust (influencers, peers, analysts)
• •How they evaluate tools (free trial, demo, peer recommendation, review sites)
• •Decision timeline (impulse, weeks, months, committee)

Verbatim Quotes (from reviews, interviews, support tickets)

• •How they describe the problem: "[exact words]"
• •How they describe the desired outcome: "[exact words]"
• •How they describe your product: "[exact words]"
• •Objection language: "[exact words]"

Value Proposition Mapping

For each avatar, map the value chain:

Feature → Benefit → Outcome → Emotional Payoff

Example:

Auto-scheduling → No manual calendar juggling → 3 hrs/week saved → "I finally leave work on time"

Build 3-5 value chains per avatar. The emotional payoff drives headlines; the feature drives product pages.

Objection Mapping

For each avatar, document the top 5 objections and structured responses:

Storage

Save avatar, value prop, and objection data in the product-marketing-context document under new subsections. Other skills (copywriting, paid-ads, email-sequence) will reference this data automatically.