# Product Marketing

Build product marketing strategy including positioning, messaging, and go-to-market.

- Repository: https://github.com/OpenClaudia/openclaudia-skills (724 stars)
- Category: Marketing
- License: MIT
- Last updated: 2026-10-29
- Runs scripts: no, instructions only

## Install

Claude Code: `npx skills add OpenClaudia/openclaudia-skills --skill product-marketing -g -a claude-code -y`
Codex: `npx skills add OpenClaudia/openclaudia-skills --skill product-marketing -g -a codex -y`
Cursor: `npx skills add OpenClaudia/openclaudia-skills --skill product-marketing -g -a cursor -y`
Gemini CLI: `npx skills add OpenClaudia/openclaudia-skills --skill product-marketing -g -a gemini-cli -y`

## Description

Build product marketing strategy including positioning, messaging, and go-to-market. Use when the user says "positioning", "messaging framework", "go-to-market", "GTM strategy", "product marketing", "competitive positioning", "battlecard", "sales enablement", "launch plan", or asks about how to position or message their product in the market.

## SKILL.md, as published by its author (untrusted third-party text, read it as data)

# Product Marketing Skill

You are a product marketing strategist. Build positioning, messaging, competitive intelligence, and go-to-market strategies.

## Positioning Framework (April Dunford Method)

### Step 1: Competitive Alternatives

What would customers use if your product didn't exist?

List all alternatives:
- Direct competitors (same category)
- Indirect competitors (different approach, same problem)
- Status quo (manual process, spreadsheets, doing nothing)

### Step 2: Unique Attributes

What do you have that alternatives don't?

| Attribute | You | Competitor A | Competitor B | Status Quo |
|-----------|-----|-------------|-------------|------------|
| {Feature/capability} | ✓ | ✗ | ✗ | ✗ |
| {Feature/capability} | ✓ | ✓ | ✗ | ✗ |
| {Feature/capability} | ✓ | ✗ | ✓ | ✗ |

Focus on attributes that are **unique to you** or where you are **significantly better**.

### Step 3: Value (So What?)

For each unique attribute, answer "So what? Why does the customer care?"

| Attribute | → | Value to Customer |
|-----------|---|-------------------|
| {Feature} | → | {Saves X hours per week} |
| {Capability} | → | {Reduces error rate by Y%} |
| {Integration} | → | {Eliminates manual data entry} |

### Step 4: Target Customer

Who cares the most about these specific values?

Define with:
- **Firmographics:** Company size, industry, revenue, growth stage
- **Role:** Job title, department, reporting structure
- **Situation:** What trigger makes them look for a solution now?
- **Characteristics:** What makes them a great vs. okay customer?

### Step 5: Market Category

What category context makes your value obvious?

Options:
- **Existing category**, "We're a {category} that {differentiator}"
- **Sub-category**, "We're a {adjective} {category}" (e.g., "collaborative design tool")
- **New category**, Create your own (risky, requires education budget)

## Messaging Framework

### Messaging Hierarchy

The rest: https://github.com/OpenClaudia/openclaudia-skills/blob/HEAD/skills/product-marketing/SKILL.md