Marketing Fundamentals
Core marketing concepts, psychology, and frameworks for effective marketing execution.
Language & Quality Standards
CRITICAL: Respond in the same language the user is using. If Vietnamese, respond in Vietnamese. If Spanish, respond in Spanish.
Standards: Token efficiency, sacrifice grammar for concision, list unresolved questions at end.
When to Use This Skill
Apply marketing fundamentals when:
- Working on any marketing task requiring foundational knowledge
- Understanding customer psychology and behavior
- Applying marketing frameworks (funnel, journey, positioning)
- Creating value propositions and messaging
- Designing customer acquisition strategies
Core Concepts
Marketing Funnel (TOFU/MOFU/BOFU)
Top of Funnel (TOFU) - Awareness
- Stage: Problem-aware → Solution-aware
- Content: Educational, thought leadership, entertainment
- Metrics: Reach, impressions, traffic, brand awareness
- Channels: SEO, social, paid awareness, PR
Middle of Funnel (MOFU) - Consideration
- Stage: Solution-aware → Product-aware
- Content: Comparison guides, case studies, webinars
- Metrics: Engagement, leads, MQLs, email signups
- Channels: Content marketing, email, retargeting
Bottom of Funnel (BOFU) - Decision
- Stage: Product-aware → Most-aware
- Content: Demos, trials, testimonials, pricing
- Metrics: SQLs, opportunities, conversion rate
- Channels: Direct sales, demos, free trials
Post-Purchase - Retention
- Stage: Customer → Advocate
- Content: Onboarding, tutorials, community
- Metrics: NPS, retention, expansion, referrals
- Channels: Customer success, email, community
Customer Journey Mapping
| Stage |
Question |
Touchpoints |
Emotions |
| Awareness |
How do they discover you? |
Ads, content, referral |
Curious, skeptical |
| Research |
What information do they seek? |
Website, reviews, social |
Interested, cautious |
| Consideration |
What options do they compare? |
Competitors, features |
Evaluating, anxious |
| Decision |
What triggers the purchase? |
Demo, trial, offer |
Confident, excited |
| Experience |
What happens post-purchase? |
Onboarding, support |
Hopeful, validated |
| Advocacy |
What makes them recommend? |
Results, delight |
Satisfied, proud |
Value Proposition Design
Jobs-to-be-Done Framework:
- Functional Jobs: Tasks to complete (save time, reduce costs)
- Social Jobs: How they want to be perceived (look smart, be respected)
- Emotional Jobs: How they want to feel (confident, secure, relieved)
Value Proposition Canvas:
| Customer Profile |
Value Map |
| Jobs |
Products & Services |
| Pains |
Pain Relievers |
| Gains |
Gain Creators |
Positioning Framework
Elements of Strong Positioning:
- Target Audience: Specific segment, not "everyone"
- Frame of Reference: Category you compete in
- Point of Differentiation: Why different AND better
- Reason to Believe: Proof points and credentials
Positioning Statement Template:
For [target audience] who [need/opportunity], [product name] is a [category] that [key benefit]. Unlike [competitors], we [unique differentiator] because [reason to believe].
Marketing Psychology Principles
| Principle |
Definition |
Application |
| Reciprocity |
People return favors |
Free value → paid |
| Social Proof |
Following the crowd |
Testimonials, numbers |
| Scarcity |
Fear of missing out |
Limited time/quantity |
| Authority |
Trust experts |
Credentials, endorsements |
| Consistency |
Honoring commitments |
Small yes → big yes |
| Liking |
Buy from those we like |
Personality, relatability |
Marketing Metrics Framework
| Category |
Metrics |
Healthy Range |
| Acquisition |
CAC, CPL, CPC |
CAC < 1/3 LTV |
| Activation |
Trial-to-paid, onboarding completion |
20-40% |
| Retention |
Churn rate, NRR |
<5% monthly churn |
| Revenue |
LTV, ARPU, expansion |
LTV:CAC > 3:1 |
| Referral |
Referral rate, NPS |
NPS > 50 |
Best Practices
Strategy Excellence
- Customer-First: Start with audience research, not product features
- Test Before Scale: Validate messaging before major investment
- Full-Funnel Thinking: Address all stages, not just acquisition
- Differentiation: Clear reason why you, not competitors
Execution Excellence
- Consistency: Same core message across all channels
- Clarity: One main idea per piece of content
- Proof Points: Back claims with evidence
- Call-to-Action: Clear next step in every interaction
Measurement Excellence
- Leading Indicators: Track early signals, not just outcomes
- Attribution: Understand what's driving results
- Segmentation: Break down by audience for insights
- Iteration: Test, learn, improve continuously
Agent Integration
| Agent |
How They Use This Skill |
brainstormer |
Campaign ideation based on psychology |
planner |
Full-funnel campaign planning |
copywriter |
Messaging aligned with positioning |
lead-qualifier |
Understanding buyer journey stage |
Anti-Patterns to Avoid
| Anti-Pattern |
Why It's Wrong |
Do This Instead |
| Feature-first messaging |
Customers want outcomes |
Lead with benefits |
| Targeting everyone |
Resonates with no one |
Specific audience |
| Ignoring competition |
Leaves positioning unclear |
Explicit differentiation |
| All acquisition, no retention |
Leaky bucket |
Balance full funnel |
| Guessing, not testing |
Wastes resources |
Validate assumptions |
Related Commands
/competitor/deep - Full competitor analysis/audit/full - Comprehensive marketing audit/research/persona - Buyer persona development/research/market - Market research
References
references/funnel-psychology.md - Buyer psychology at each funnel stagereferences/conversion-principles.md - Psychology of persuasionreferences/copywriting-frameworks.md - Proven copy formulasreferences/marketing-metrics.md - Key marketing KPIsreferences/competitor-analysis.md - Competitive intelligence
1---2name: marketing-fundamentals3description: Core marketing concepts, psychology, and frameworks for effective marketing. Use for foundational knowledge on funnels, customer journey, positioning, value propositions, and marketing psychology.4---5
6# Marketing Fundamentals
7
8Core marketing concepts, psychology, and frameworks for effective marketing execution.
9
10## Language & Quality Standards
11
12**CRITICAL**: Respond in the same language the user is using. If Vietnamese, respond in Vietnamese. If Spanish, respond in Spanish.
13
14**Standards**: Token efficiency, sacrifice grammar for concision, list unresolved questions at end.
15
16---
17
18## When to Use This Skill
19
20Apply marketing fundamentals when:
21- Working on any marketing task requiring foundational knowledge
22- Understanding customer psychology and behavior
23- Applying marketing frameworks (funnel, journey, positioning)
24- Creating value propositions and messaging
25- Designing customer acquisition strategies
26
27## Core Concepts
28
29### Marketing Funnel (TOFU/MOFU/BOFU)
30
31**Top of Funnel (TOFU) - Awareness**
32- Stage: Problem-aware → Solution-aware
33- Content: Educational, thought leadership, entertainment
34- Metrics: Reach, impressions, traffic, brand awareness
35- Channels: SEO, social, paid awareness, PR
36
37**Middle of Funnel (MOFU) - Consideration**
38- Stage: Solution-aware → Product-aware
39- Content: Comparison guides, case studies, webinars
40- Metrics: Engagement, leads, MQLs, email signups
41- Channels: Content marketing, email, retargeting
42
43**Bottom of Funnel (BOFU) - Decision**
44- Stage: Product-aware → Most-aware
45- Content: Demos, trials, testimonials, pricing
46- Metrics: SQLs, opportunities, conversion rate
47- Channels: Direct sales, demos, free trials
48
49**Post-Purchase - Retention**
50- Stage: Customer → Advocate
51- Content: Onboarding, tutorials, community
52- Metrics: NPS, retention, expansion, referrals
53- Channels: Customer success, email, community
54
55### Customer Journey Mapping
56
57| Stage | Question | Touchpoints | Emotions |
58|-------|----------|-------------|----------|
59| Awareness | How do they discover you? | Ads, content, referral | Curious, skeptical |
60| Research | What information do they seek? | Website, reviews, social | Interested, cautious |
61| Consideration | What options do they compare? | Competitors, features | Evaluating, anxious |
62| Decision | What triggers the purchase? | Demo, trial, offer | Confident, excited |
63| Experience | What happens post-purchase? | Onboarding, support | Hopeful, validated |
64| Advocacy | What makes them recommend? | Results, delight | Satisfied, proud |
65
66### Value Proposition Design
67
68**Jobs-to-be-Done Framework**:
69- **Functional Jobs**: Tasks to complete (save time, reduce costs)
70- **Social Jobs**: How they want to be perceived (look smart, be respected)
71- **Emotional Jobs**: How they want to feel (confident, secure, relieved)
72
73**Value Proposition Canvas**:
74| Customer Profile | Value Map |
75|------------------|-----------|
76| Jobs | Products & Services |
77| Pains | Pain Relievers |
78| Gains | Gain Creators |
79
80### Positioning Framework
81
82**Elements of Strong Positioning**:
831. **Target Audience**: Specific segment, not "everyone"
842. **Frame of Reference**: Category you compete in
853. **Point of Differentiation**: Why different AND better
864. **Reason to Believe**: Proof points and credentials
87
88**Positioning Statement Template**:
89> For [target audience] who [need/opportunity], [product name] is a [category] that [key benefit]. Unlike [competitors], we [unique differentiator] because [reason to believe].
90
91### Marketing Psychology Principles
92
93| Principle | Definition | Application |
94|-----------|------------|-------------|
95| Reciprocity | People return favors | Free value → paid |
96| Social Proof | Following the crowd | Testimonials, numbers |
97| Scarcity | Fear of missing out | Limited time/quantity |
98| Authority | Trust experts | Credentials, endorsements |
99| Consistency | Honoring commitments | Small yes → big yes |
100| Liking | Buy from those we like | Personality, relatability |
101
102### Marketing Metrics Framework
103
104| Category | Metrics | Healthy Range |
105|----------|---------|---------------|
106| Acquisition | CAC, CPL, CPC | CAC < 1/3 LTV |
107| Activation | Trial-to-paid, onboarding completion | 20-40% |
108| Retention | Churn rate, NRR | <5% monthly churn |
109| Revenue | LTV, ARPU, expansion | LTV:CAC > 3:1 |
110| Referral | Referral rate, NPS | NPS > 50 |
111
112## Best Practices
113
114### Strategy Excellence
1151. **Customer-First**: Start with audience research, not product features
1162. **Test Before Scale**: Validate messaging before major investment
1173. **Full-Funnel Thinking**: Address all stages, not just acquisition
1184. **Differentiation**: Clear reason why you, not competitors
119
120### Execution Excellence
1211. **Consistency**: Same core message across all channels
1222. **Clarity**: One main idea per piece of content
1233. **Proof Points**: Back claims with evidence
1244. **Call-to-Action**: Clear next step in every interaction
125
126### Measurement Excellence
1271. **Leading Indicators**: Track early signals, not just outcomes
1282. **Attribution**: Understand what's driving results
1293. **Segmentation**: Break down by audience for insights
1304. **Iteration**: Test, learn, improve continuously
131
132## Agent Integration
133
134| Agent | How They Use This Skill |
135|-------|------------------------|
136| `brainstormer` | Campaign ideation based on psychology |
137| `planner` | Full-funnel campaign planning |
138| `copywriter` | Messaging aligned with positioning |
139| `lead-qualifier` | Understanding buyer journey stage |
140
141## Anti-Patterns to Avoid
142
143| Anti-Pattern | Why It's Wrong | Do This Instead |
144|--------------|----------------|-----------------|
145| Feature-first messaging | Customers want outcomes | Lead with benefits |
146| Targeting everyone | Resonates with no one | Specific audience |
147| Ignoring competition | Leaves positioning unclear | Explicit differentiation |
148| All acquisition, no retention | Leaky bucket | Balance full funnel |
149| Guessing, not testing | Wastes resources | Validate assumptions |
150
151## Related Commands
152
153- `/competitor/deep` - Full competitor analysis
154- `/audit/full` - Comprehensive marketing audit
155- `/research/persona` - Buyer persona development
156- `/research/market` - Market research
157
158## References
159
160- `references/funnel-psychology.md` - Buyer psychology at each funnel stage
161- `references/conversion-principles.md` - Psychology of persuasion
162- `references/copywriting-frameworks.md` - Proven copy formulas
163- `references/marketing-metrics.md` - Key marketing KPIs
164- `references/competitor-analysis.md` - Competitive intelligence
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