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 ta…
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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.md.
First, check if .agents/product-marketing.md already exists. Also check .claude/product-marketing.md and the legacy filename product-marketing-context.md (in either .agents/ or .claude/) for older setups — if found anywhere other than .agents/product-marketing.md, offer to move it to the canonical location.
If it exists: - Read it and summarize what's captured — note its current Document version and the last few Changelog entries so the user sees where the doc stands and what's changed recently - Ask which sections they want to update - Only gather info for those sections - On any substantive save, bump the version and add a changelog entry (see Step 4). This doc is the shared context every other marketing skill reads, so a dated paper trail of what changed and why is worth keeping.
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?"
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
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.
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
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
After gathering information, create .agents/product-marketing.md with this structure:
# Product Marketing Context
**Document version:** v1
**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:**
## Changelog
*Newest first. One line per revision: what changed and why.*
- v1 ([date]) — Initial context.
Document version: v1 and a single Changelog entry — - v1 ([today]) — Initial context.Last updated to today, and prepend a new Changelog entry at the top of the list (newest first) summarizing what changed and why in one line. Never rewrite or reorder past entries.- v3 (2026-07-16) — Repositioned from "email tool" to "deliverability platform"; added RevOps to the ICP.- v2 (2026-06-02) — Rewrote value prop and objections after 5 customer interviews; added competitor Acme.Last updated..agents/product-marketing.md/product-marketing anytime to update it."