# Marketing Strategy

> Trigger: marketing, positioning, go-to-market, GTM, campaign, launch, sell or position a product, ICP, audience, offer, funnel, channel strategy, posicionamiento, campaña, lanzamiento, vender. Build the strategy BEFORE producing assets — what to say, to whom, where, and why it converts.

- Skill: `propiter/marketing-strategy` (Agent Skill, multi-file: 2 files)
- Install (CLI): `npx skillmds@latest add propiter/marketing-strategy`
- Raw SKILL.md: https://api.skillmd.com/api/skills/propiter/marketing-strategy/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Marketing & Growth
- License: Apache-2.0
- Author: propiter (https://skillmd.com/u/propiter)
- Updated: 2026-09-17
- Page: https://skillmd.com/skills/propiter/marketing-strategy

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## When to Use

Before writing copy, designing a landing, or launching anything. This skill produces the STRATEGY that the production skills (`brand-voice`, `frontend-design`, `web-assets`, `hyperframes`) then execute. No positioning = pretty assets that don't sell.

## The Order (never skip or reverse)

1. **Positioning** — what it is, for whom, vs what alternative, why it wins.
2. **ICP** — the ONE segment that feels the pain most. Narrow beats broad.
3. **Offer** — the value stack + risk reversal that makes "yes" easy.
4. **Message** — one core promise → 3 proof pillars.
5. **Funnel** — awareness → consideration → conversion → retention; pick the asset per stage.
6. **Channel** — where the ICP ALREADY is. Pick 1–2 and go deep, not all.
7. **Metric** — the ONE number per stage that proves it works.

See `references/frameworks.md` for the canvases (Dunford positioning, JTBD, offer stack, PAS/AIDA, funnel→asset map, channel fit, launch sequence).

## Decision Gates

| Situation | Do |
|---|---|
| No brand brief yet | STOP. Get the brief first (see `brand-voice`). You can't position what you can't describe. |
| "Target everyone" | Reject. Force ONE ICP. Broad = invisible. |
| Tool/channel asked before positioning | Reject the order. Strategy → production → distribution, always. |
| Claim without proof | Cut it or find the proof. Inflated marketing = churn later. |

## Hard Rules

- Distribution tools (postiz, resend, ads, posthog, n8n) EXECUTE a strategy — they don't create one. NEVER automate before positioning exists.
- One ICP, one core message, 1–2 channels. Focus IS the strategy.
- Every claim maps to a proof the user supplied. NEVER fabricate stats or testimonials.
- Vanity metrics (likes, impressions) are not success. Tie each stage to a real action.

## Output Contract

Return: positioning statement, ICP, offer, core message + 3 pillars, the funnel→asset map, chosen channel(s), and the one metric per stage. Flag every gap that still needs a real input from the user.