Marketing & Growth Agent Skills

Turn a messy quarter into a GTM board update a director reads in two minutes. Leads with the number versus plan, surfaces the two or three things that actually matter, names the risks honestly instead of burying them, and ends with clear asks. Verdict first, short, no victory lap. Built for B2B GTM and revenue leaders, customizable to your metrics and your stack. Trigger on "write the board update", "GTM update for the board", "exec summary for the QBR", "what do I tell the board", "draft my leadership update", or any board or exec GTM write-up.

Re-onboard a churned customer with the same care they got the first time. Reads why they left and whether they left the door open, picks the ones worth winning back, and builds a warm re-onboarding sequence, not a "we miss you" discount blast. Built for any post-sale or growth team, customizable to your product and win-back window. Trigger on "win back churned customers", "re-engage a lost account", "build a win-back sequence", "which churned customers should we chase", "boomerang play", "re-onboard a customer who left", or any win-back question.

Audits any draft against Built GTM voice rules and returns specific, line-level violations with rewrites. Not a general style critique. A rule-based QA check. Every violation gets a specific fix. Trigger on "check this", "does this sound like me", "voice check", "is this on brand", "review this draft", "what's wrong with this", "flag the AI tells in this", "make sure this sounds like me", or any request to audit a draft against Heath's Built GTM voice before publishing. Can be used on posts, articles, newsletter editions, comments, or any Built GTM content.

Define your ICP the way a context repo needs it, so every downstream skill runs on real fit instead of a vague category. Named tiers with explicit criteria (not "Series B SaaS"), the technographic and organizational signals that indicate fit, an explicit anti-ICP, a qualification framework with must-haves separate from red flags, and an evolution log. Feeds context/icp-definition.md. Fire on "define our ICP", "who are we for", "ICP tiers", "write our ICP", "anti-ICP", "qualification criteria", or the start of building a GTM context repo.

Your customer-interview target finder. Connect Salesforce (CSM-managed customer book) and a canonical ICP doc — turns "who should I interview to validate the ICP, test the positioning, learn how they found us?" into a ranked slate of ~20 customers, each with a verdict, three-bullet why, and one named buying-committee recipient ready for a CSM-mediated intro. Use when a founder, GTM leader, or PMM is starting an ICP-validation round, testing new positioning, building a win-story program, or scouting reference customers. Trigger on "find customers to interview", "ICP validation interviews", "test our positioning with customers", "customer interview targets", "who in my book matches the ICP", "build a customer research slate", "find reference customers", "who should we talk to about how they found us", "validate the ICP with real customers", or any request to convert a CSM or AE book into a prioritized interview slate. Also fires when a new ICP doc ships and needs socializing with the customers who define it.

Plan a field event, dinner, or conference presence that actually produces pipeline, not just badges scanned. It builds the right guest list, designs a draw worth showing up for, plans the on-site motion so conversations happen, and writes the follow-up that converts, because the pipeline is made after the event, not at it. Built for B2B field marketing and sales teams, customizable to your CRM and your event motion. Trigger on "plan a field event", "customer dinner plan", "conference presence", "how do I get pipeline from this event", "event guest list", "event follow-up plan", or any field-event or in-person pipeline request.

Pick the attribution model that fits the question, then build it. First touch, last touch, or multi-touch, each with its blind spots named out loud, turned into an honest channel-contribution read. Built for B2B RevOps and marketing teams, customizable to your CRM and your channel taxonomy. Trigger on "build attribution", "which channels drive pipeline", "first vs last touch", "how should we credit marketing", "what's working in our funnel", or any attribution diagnostic.

When the user wants to plan, build, or optimize SMS or MMS marketing — including welcome flows, abandoned cart texts, post-purchase, win-back, promotional sends, or transactional/auth SMS. Also use when the user mentions "SMS marketing," "text message campaigns," "SMS sequence," "SMS...

Optimize any form that is NOT signup or account registration — including lead capture, contact, demo request, application, survey, quote, and checkout forms.

Audit, plan, and implement SEO improvements across technical SEO, on-page optimization, structured data, Core Web Vitals, and content strategy. Use when the user wants better search visibility, SEO remediation, schema markup, sitemap/robots work, or keyword mapping.

Optimizes form completion rates for lead capture, contact, demo request, application, survey, and checkout forms through structured audits and A/B test recommendations.

Revenue leadership for B2B SaaS companies. Revenue forecasting, sales model design, pricing strategy, net revenue retention, and sales team scaling. Use when designing the revenue engine, setting quotas, modeling NRR, evaluating pricing, building board forecasts, or when user mentions CRO, chief revenue officer, revenue strategy, sales model, ARR growth, NRR, expansion revenue, churn, pricing strategy, or sales capacity.

When the user needs to generate, iterate, or scale ad creative for paid advertising. Use when they say 'write ad copy,' 'generate headlines,' 'create ad variations,' 'bulk creative,' 'iterate on ads,' 'ad copy validation,' 'RSA headlines,' 'Meta ad copy,' 'LinkedIn ad,' or 'creative testing.' This is pure creative production — distinct from paid-ads (campaign strategy). Use ad-creative when you need the copy, not the campaign plan.

When the user wants to implement, audit, or validate structured data (schema markup) on their website. Use when the user mentions 'structured data,' 'schema.org,' 'JSON-LD,' 'rich results,' 'rich snippets,' 'schema markup,' 'FAQ schema,' 'Product schema,' 'HowTo schema,' or 'structured data errors in Search Console.' Also use when someone asks why their content isn't showing rich results or wants to improve AI search visibility. NOT for general SEO audits (use seo-audit) or technical SEO crawl issues (use site-architecture).

When the user wants to optimize post-signup onboarding, user activation, first-run experience, or time-to-value. Also use when the user mentions "onboarding flow," "activation rate," "user activation," "first-run experience," "empty states," "onboarding checklist," "aha moment," or "new user experience." For signup/registration optimization, see signup-flow-cro. For ongoing email sequences, see email-sequence.

Deprecated redirect skill that routes legacy 'content creator' requests to the correct specialist. Use when a user invokes 'content creator', asks to write a blog post, article, guide, or brand voice analysis (routes to content-production), or asks to plan content, build a topic cluster, or create a content calendar (routes to content-strategy). Does not handle requests directly — identifies user intent and redirects to content-production for writing/SEO/brand-voice tasks or content-strategy for planning tasks.

SEO topic research on fb.ai — find keyword clusters for a topic, deep-analyze their SERPs, and turn the winners into a scheduled content plan. Hands the resulting article briefs to article-publisher. Run on demand.

Daily and weekly paid ads analysis — Google Ads, Meta Ads, GA4 funnel analysis with structured JSON email briefs for any active brand

Optimizes conversion across landing pages, signup flows, and onboarding. Use when the user requests 'CRO', 'conversion rate', 'landing page', 'signup flow', 'A/B test', 'form optimization', 'exit popup', or 'user activation'.

Video strategy, scripting, and optimization for YouTube, TikTok, Reels. Use when the user requests 'video strategy', 'YouTube', 'video script', 'Reels', 'video SEO', 'thumbnail', 'video ad', 'explainer video', 'short-form video', or 'video content calendar'.

Organic social media strategy and content creation. Use when the user requests 'social media', 'social calendar', 'hashtag strategy', 'follower growth', 'UGC', 'Instagram', 'TikTok', or 'LinkedIn'.

Marketing analytics and measurement infrastructure. Use when the user requests 'GA4', 'GTM', 'analytics', 'attribution', 'measurement', 'tracking setup', 'UTM', or 'experiment infrastructure'.

Batch visual production workflow for campaigns. Accepts a content calendar or campaign brief, produces multiple platform-ready assets with organized bundle output and machine-readable manifest. Trigger for 'batch design', 'content calendar to assets', 'campaign batch', 'produce all campaign visuals', or 'bulk asset generation'.

Orchestrates multi-deliverable campaigns by dispatching Designer and Video Producer workflows in parallel. Use when the user requests 'run campaign', 'execute campaign', 'launch campaign production', or 'orchestrate deliverables'.

Optimize any form that is NOT signup or account registration — including lead capture, contact, demo request, application, survey, quote, and checkout forms.

When the user wants to write, rewrite, or improve marketing copy for any page — including homepage, landing pages, pricing pages, feature pages, about pages, or product pages. Also use when the user says "write copy for," "improve this copy," "rewrite this page," "marketing copy," "headline help," or "CTA copy." For email copy, see email-sequence. For popup copy, see popup-cro.

Create SEO-optimized marketing content with consistent brand voice. Includes brand voice analyzer, SEO optimizer, content frameworks, and social media templates. Use when writing blog posts, creating social media content, analyzing brand voice, optimizing SEO, planning content calendars, or when user mentions content creation, brand voice, SEO optimization, social media marketing, or content strategy.

Query Google Search Console for SEO data - search queries, top pages, CTR opportunities, URL inspection, and sitemaps. Use when analyzing search performance, finding optimization opportunities, or checking indexing status.

When the user wants to edit, review, or improve existing marketing copy. Also use when the user mentions 'edit this copy,' 'review my copy,' 'copy feedback,' 'proofread,' 'polish this,' 'make this better,' or 'copy sweep.' This skill provides a systematic approach to editing marketing copy through multiple focused passes.

When the user wants to plan a product launch, feature announcement, or release strategy. Also use when the user mentions 'launch,' 'Product Hunt,' 'feature release,' 'announcement,' 'go-to-market,' 'beta launch,' 'early access,' 'waitlist,' or 'product update.' This skill covers phased launches, channel strategy, and ongoing launch momentum.

When the user wants to optimize signup, registration, account creation, or trial activation flows. Also use when the user mentions "signup conversions," "registration friction," "signup form optimization," "free trial signup," "reduce signup dropoff," or "account creation flow." For post-signup onboarding, see onboarding-cro. For lead capture forms (not account creation), see form-cro.

Run a broad SEO audit across technical SEO, on-page SEO, schema, sitemaps, content quality, AI search readiness, and GEO. Use as the umbrella skill when the user asks for a full SEO analysis or strategy.

Design and improve revenue operations, lead lifecycle rules, scoring, routing, handoffs, and CRM process automation. Use when marketing, sales, and customer success workflows need clearer operational structure.

Analyze and optimize individual pages for conversion performance.

Deep single-page SEO analysis covering on-page elements, content quality, technical meta tags, schema, images, and performance. Use when user says "analyze this page", "check page SEO", or provides a single URL for review.

Create and optimize popups, modals, overlays, slide-ins, and banners to increase conversions without harming user experience or brand trust.