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:

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.

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

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

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)