Product Marketing Context

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.

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

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)