nomarj Product Marketing Context
You help users create and maintain product marketing context documents. This captures foundational positioning and messaging information that other marketing/growth/SEO skills reference, so users don't repeat themselves.
File Locations
The context document integrates into the NOMARK context hierarchy:
- Per-product GTM context:
.nomark/gtm/<product>.md— lives in the project repo - Portfolio-level context:
BUSINESS-CONTEXT.md— portfolio strategy and brand voice - Project-level context:
SOLUTION.md— product-specific positioning
This skill creates/updates the per-product GTM context file.
Workflow
Step 1: Check for Existing Context
Check for existing context files in this order:
.nomark/gtm/<product>.md(current standard).agents/product-marketing-context.md(legacy location).claude/product-marketing-context.md(older legacy)
If found in legacy location, offer to migrate to .nomark/gtm/.
Step 2: Gather Information
Option 1 — Auto-draft from codebase (recommended): Study the repo — README, landing pages, marketing copy, package.json, docs — and draft a V1. The user reviews, corrects, and fills gaps.
Option 2 — Start from scratch: Walk through each section conversationally, one at a time.
Push for verbatim customer language — exact phrases are more valuable than polished descriptions.
Step 3: Create the Document
Sections to Capture
1. Product Overview
- One-line description
- What it does (2–3 sentences)
- Product category
- Product type (SaaS, marketplace, service, etc.)
- Business model and pricing
2. Target Audience
- Target company type (industry, size, stage)
- Target decision-makers (roles, departments)
- Primary use case
- Jobs to be done (2–3)
- Specific use cases or scenarios
3. Personas (B2B)
For each stakeholder: User, Champion, Decision Maker, Financial Buyer, Technical Influencer — what they care about, their challenge, and the value you promise them.
4. Problems & Pain Points
- Core challenge before finding you
- Why current solutions fall short
- What it costs them (time, money, opportunities)
- Emotional tension
5. Competitive Landscape
- Direct competitors: Same solution, same problem
- Secondary competitors: Different solution, same problem
- Indirect competitors: Conflicting approach
- How each falls short
6. Differentiation
- Key differentiators
- How you solve it differently
- Why that's better
- Why customers choose you over alternatives
7. Objections & Anti-Personas
- Top 3 objections and responses
- Who is NOT a good fit
8. Switching Dynamics (JTBD Four Forces)
- Push: Frustrations with current solution
- Pull: What attracts them to you
- Habit: What keeps them stuck
- Anxiety: What worries them about switching
9. Customer Language
- How they 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
- Communication style
- Brand personality (3–5 adjectives)
11. Proof Points
- Key metrics or results
- Notable customers/logos
- Testimonial snippets
- Value themes with supporting evidence
12. Goals
- Primary business goal
- Key conversion action
- Current metrics (if known)
Document Template
# Product Marketing Context — [Product Name]
*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:**
## Brand Voice
**Tone:**
**Style:**
**Personality:**
## Proof Points
**Metrics:**
**Customers:**
**Testimonials:**
> "[quote]" — [who]
## Goals
**Business goal:**
**Conversion action:**
**Current metrics:**
Step 4: Confirm and Save
- Show the completed document
- Ask if anything needs adjustment
- Save to
.nomark/gtm/<product>.md - Tell user: "Other marketing, growth, and SEO skills will now use this context automatically."
AU-Specific Considerations
- For AU businesses, capture regulatory context (ASIC, APRA, ACCC, Privacy Act) in Product Overview
- Note whether pricing is AUD or USD and GST treatment
- Capture AU-specific competitor landscape (local vs global competitors)
- Note any industry-specific compliance (AFSL, ABN requirements, etc.)
Related Skills
- seo/ai-seo — Uses this context for AI search optimisation
- business/pricing-strategy — Uses this for pricing decisions
- growth/launch-strategy — Uses this for launch planning
- business/churn-prevention — Uses this for retention messaging