Marketing Identity — Lead-Gen Layer
Single source of truth for who we're chasing and with what hook. Every marketing-related skill loads this first. This skill complements commons:identity (brand-level positioning) with the distribution-and-lead-gen layer it omits.
Upstream Sources of Truth (read before drafting)
Load these once per session in order:
commons:identity — brand positioning, voice, banned words, 4-segment ICP definitions (ICP 1: Enterprise Security, ICP 2: Mid-Market, ICP 3: White-Label, ICP 4: Individual)/var/www/html/systemprompt-web/reports/marketing/drafts/midmarket-value-prop.md — ICP 2 detailed value prop, the lead-gen target/var/www/html/systemprompt-web/reports/marketing/drafts/enterprise-value-prop.md — ICP 1 detailed value prop (content audience, not outreach target)/var/www/html/systemprompt-web/COMPETITOR_ANALYSIS.md — positioning wedges (provable governance, single binary, own-it)/var/www/html/systemprompt-web/reports/marketing/marketing-strategy-master.md — current strategy state (read-only here, written by marketing-strategy-master skill)
If any file is missing, stop and tell Ed.
The Lead Definition
A lead = someone who clones systempromptio/systemprompt-template, runs it, and gives feedback (any channel: GH Issue labelled feedback, email to hello@systemprompt.io, DM reply, form submission).
Activation requires all three: clone + run + feedback. Clones alone are not leads. Feedback without a run is not a lead.
Primary Lead-Gen ICP (ICP2)
VP Eng / Head of AI / CTO / Platform Eng lead at a 50–500-person company that has already decided to standardise on Claude Code. Their pain: fragmented usage, no shared knowledge, no visibility, no governance — and they don't want to build infrastructure themselves.
What they say out loud:
- "How do we standardise Claude Code across teams?"
- "I can't tell who's using it or what it costs."
- "We need shared skills / prompts / MCP servers."
- "Our security team is asking about agent governance."
Where they live online (in rough priority order — validate with data, do not assume):
| Channel |
Sub-segment |
Signal |
| Reddit |
r/ClaudeAI, r/mcp, r/LocalLLaMA, r/ExperiencedDevs, r/devops, r/selfhosted |
Standardisation, governance, cost questions |
| GitHub |
awesome-claude-code, awesome-mcp, Anthropic cookbooks, plugin registries, modelcontextprotocol/* discussions |
Ecosystem discovery, contribution threads |
| crates.io / docs.rs |
Rust AI/MCP crates |
Already a referrer to systemprompt-core — active surface |
| LinkedIn |
Head of AI / VP Eng / Platform Eng at 50–500-emp cos |
Public signals: job posts mentioning Claude, posts about AI rollout |
| X (Twitter) |
MCP/AI-eng community, Simon Willison orbit, Anthropic devrel |
Thread engagement, quote-tweets |
| Discord |
Anthropic, MCP |
Slow, but high-trust |
| Newsletters (target) |
Latent Space, Ben's Bites, TLDR AI, Pragmatic Engineer |
Placement goals, not owned |
Not a target for outreach (content only): CISOs, Fortune-100 procurement, consumer AI users.
The Template Hook
All distribution must drive to one of:
- Primary CTA:
https://github.com/systempromptio/systemprompt-template — "clone the template, own the binary, see your team's AI usage by Friday"
- Secondary CTA:
https://github.com/systempromptio/systemprompt-core — for Rust/crate audiences
- Tertiary CTA:
https://systemprompt.io/ — for high-funnel awareness posts
Never link to multiple CTAs in one post. Pick one per hypothesis.
The one-liner: "A single Rust binary that turns your team's scattered Claude Code usage into a governed, shared, measured capability. Clone the template. Own it."
Hypothesis Format (mandatory for every action)
Every logged action must include:
[H-###] If we {verb + specific action} on {channel} targeting {ICP-subsegment},
then {metric} will {direction} by {Δ or target} within {window}.
Reason: {insight or prior evidence}.
Example:
[H-012] If we post a teardown of "Microsoft AGT vs one-binary governance" on r/mcp,
then systemprompt-template unique cloners (7d) will increase from baseline 47
to ≥70 within 7 days. Reason: r/mcp audience is pre-qualified and actively
comparing governance options (COMPETITOR_ANALYSIS §2.1).
Ambiguous metrics ("more engagement", "better reach") are rejected — the skill must pick a metric from lead-tracker's output.
Rules for Every Draft
Inherits everything from commons:brand-voice, plus:
- No em dashes. Commas, parens, periods, or restructure.
- No banned cliches (see commons:identity list). Extra banned in outreach: "reach out," "touch base," "circle back," "exciting news," "game-changer," "excited to share."
- Never fabricate traction. No made-up stars, clones, customer quotes. Use real numbers from
lead-tracker or omit.
- One CTA per post. One link.
- Specificity beats enthusiasm. "47 unique cloners in 14d, referrers are crates.io and docs.rs" is better than "growing fast."
- It's a library, not a platform or framework.
- Brand is
systemprompt.io — always lowercase.
- No hashtags on any platform.
- Ed posts everything himself. Drafts must be copy-paste ready, no placeholders like
{name} unless it's a personalised DM and the placeholder is in square brackets at the top of the file for Ed to replace manually.
- Every draft is tagged with its
[H-###] in a footer comment so hypothesis-ledger can track it.
1---2name: marketing-identity3description: Lead-generation positioning for systemprompt.io. Defines the ICP for the template-based funnel, where they live online, the template hook, and the rules every outreach draft must follow. Load FIRST before any marketing skill.4---56# Marketing Identity — Lead-Gen Layer78Single source of truth for **who we're chasing and with what hook**. Every marketing-related skill loads this first. This skill complements `commons:identity` (brand-level positioning) with the distribution-and-lead-gen layer it omits.910## Upstream Sources of Truth (read before drafting)1112Load these once per session in order:13141. `commons:identity` — brand positioning, voice, banned words, 4-segment ICP definitions (ICP 1: Enterprise Security, ICP 2: Mid-Market, ICP 3: White-Label, ICP 4: Individual)152. `/var/www/html/systemprompt-web/reports/marketing/drafts/midmarket-value-prop.md` — **ICP 2 detailed value prop, the lead-gen target**163. `/var/www/html/systemprompt-web/reports/marketing/drafts/enterprise-value-prop.md` — ICP 1 detailed value prop (content audience, **not** outreach target)174. `/var/www/html/systemprompt-web/COMPETITOR_ANALYSIS.md` — positioning wedges (provable governance, single binary, own-it)185. `/var/www/html/systemprompt-web/reports/marketing/marketing-strategy-master.md` — current strategy state (read-only here, written by `marketing-strategy-master` skill)1920If any file is missing, stop and tell Ed.2122## The Lead Definition2324A **lead** = someone who clones `systempromptio/systemprompt-template`, runs it, and gives feedback (any channel: GH Issue labelled `feedback`, email to `hello@systemprompt.io`, DM reply, form submission).2526Activation requires **all three**: clone + run + feedback. Clones alone are not leads. Feedback without a run is not a lead.2728## Primary Lead-Gen ICP (ICP2)2930VP Eng / Head of AI / CTO / Platform Eng lead at a **50–500-person** company that has already decided to standardise on Claude Code. Their pain: fragmented usage, no shared knowledge, no visibility, no governance — and they don't want to build infrastructure themselves.3132**What they say out loud:**33- "How do we standardise Claude Code across teams?"34- "I can't tell who's using it or what it costs."35- "We need shared skills / prompts / MCP servers."36- "Our security team is asking about agent governance."3738**Where they live online (in rough priority order — validate with data, do not assume):**3940| Channel | Sub-segment | Signal |41|---|---|---|42| Reddit | r/ClaudeAI, r/mcp, r/LocalLLaMA, r/ExperiencedDevs, r/devops, r/selfhosted | Standardisation, governance, cost questions |43| GitHub | `awesome-claude-code`, `awesome-mcp`, Anthropic cookbooks, plugin registries, `modelcontextprotocol/*` discussions | Ecosystem discovery, contribution threads |44| crates.io / docs.rs | Rust AI/MCP crates | **Already a referrer to systemprompt-core** — active surface |45| LinkedIn | Head of AI / VP Eng / Platform Eng at 50–500-emp cos | Public signals: job posts mentioning Claude, posts about AI rollout |46| X (Twitter) | MCP/AI-eng community, Simon Willison orbit, Anthropic devrel | Thread engagement, quote-tweets |47| Discord | Anthropic, MCP | Slow, but high-trust |48| Newsletters (target) | Latent Space, Ben's Bites, TLDR AI, Pragmatic Engineer | Placement goals, not owned |4950**Not a target for outreach** (content only): CISOs, Fortune-100 procurement, consumer AI users.5152## The Template Hook5354All distribution must drive to one of:55561. **Primary CTA:** `https://github.com/systempromptio/systemprompt-template` — "clone the template, own the binary, see your team's AI usage by Friday"572. **Secondary CTA:** `https://github.com/systempromptio/systemprompt-core` — for Rust/crate audiences583. **Tertiary CTA:** `https://systemprompt.io/` — for high-funnel awareness posts5960Never link to multiple CTAs in one post. Pick one per hypothesis.6162**The one-liner:** *"A single Rust binary that turns your team's scattered Claude Code usage into a governed, shared, measured capability. Clone the template. Own it."*6364## Hypothesis Format (mandatory for every action)6566Every logged action must include:6768```69[H-###] If we {verb + specific action} on {channel} targeting {ICP-subsegment},70 then {metric} will {direction} by {Δ or target} within {window}.71 Reason: {insight or prior evidence}.72```7374Example:7576```77[H-012] If we post a teardown of "Microsoft AGT vs one-binary governance" on r/mcp,78 then systemprompt-template unique cloners (7d) will increase from baseline 4779 to ≥70 within 7 days. Reason: r/mcp audience is pre-qualified and actively80 comparing governance options (COMPETITOR_ANALYSIS §2.1).81```8283Ambiguous metrics ("more engagement", "better reach") are rejected — the skill must pick a metric from `lead-tracker`'s output.8485## Rules for Every Draft8687Inherits everything from `commons:brand-voice`, plus:88891. **No em dashes.** Commas, parens, periods, or restructure.902. **No banned cliches** (see commons:identity list). Extra banned in outreach: *"reach out," "touch base," "circle back," "exciting news," "game-changer," "excited to share."*913. **Never fabricate traction.** No made-up stars, clones, customer quotes. Use real numbers from `lead-tracker` or omit.924. **One CTA per post.** One link.935. **Specificity beats enthusiasm.** "47 unique cloners in 14d, referrers are crates.io and docs.rs" is better than "growing fast."946. **It's a library, not a platform or framework.**957. **Brand is `systemprompt.io`** — always lowercase.968. **No hashtags on any platform.**979. **Ed posts everything himself.** Drafts must be copy-paste ready, no placeholders like `{name}` unless it's a personalised DM and the placeholder is in square brackets at the top of the file for Ed to replace manually.9810. **Every draft is tagged with its `[H-###]`** in a footer comment so `hypothesis-ledger` can track it.
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