Product Marketing Context Document

What it does

Produces the single source of truth for your product marketing: a living 12-section context document at .agents/product-marketing.md. Every other marketing skill (copywriting, cold-email, landing page, launch, etc.) references it, so you never re-explain your ICP, positioning and messaging foundations on every task.

It works two ways: either it reads your repo/README/landing-page copy and drafts a V1 (recommended, fast), or it builds from scratch section by section. It favors verbatim customer language over polished descriptions, because exact phrases make copy resonate.

The 12 sections: Product Overview, Target Audience, Personas (B2B), Problems & Pain Points, Competitive Landscape, Differentiation, Objections & Anti-Personas, Switching Dynamics, Customer Language, Brand Voice, Proof Points and Goals.

When to use it

As the first step when starting any new marketing project. Set the context once before using other skills and all downstream output stays consistently positioned. Also: when positioning drifts, when entering a new segment, when the ICP is fuzzy, or when you need a hand-off messaging document for the team.

Method / frameworks

• April Dunford positioning (Obviously Awesome): product category = "what shelf you sit on", competitive alternatives, differentiated capabilities → the value those enable → the ICP that cares most. Treats positioning as context-setting.
• Jobs-to-be-Done (JTBD): the job customers "hire" you for.
• JTBD Four Forces of Progress: Push + Pull vs. Habit/Inertia + Anxiety. Customers switch when Push+Pull > Habit+Anxiety — switching dynamics are modeled on this equation.
• Persona × value matrix (B2B): distinct cares/challenge/promised-value rows per User / Champion / Decision Maker / Financial Buyer / Technical Influencer.
• Customer language / VoC: verbatim quotes, words to use/avoid, product glossary.