name: marketing-fundamentals
description: Core marketing concepts, psychology, and frameworks for effective marketing. Use for foundational knowledge on funnels, customer journey, positioning, value propositions, and marketing psychology.

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

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:
1. Target Audience: Specific segment, not "everyone"
2. Frame of Reference: Category you compete in
3. Point of Differentiation: Why different AND better
4. 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

Marketing Metrics Framework

Best Practices

Strategy Excellence

1. Customer-First: Start with audience research, not product features
2. Test Before Scale: Validate messaging before major investment
3. Full-Funnel Thinking: Address all stages, not just acquisition
4. Differentiation: Clear reason why you, not competitors

Execution Excellence

1. Consistency: Same core message across all channels
2. Clarity: One main idea per piece of content
3. Proof Points: Back claims with evidence
4. Call-to-Action: Clear next step in every interaction

Measurement Excellence

1. Leading Indicators: Track early signals, not just outcomes
2. Attribution: Understand what's driving results
3. Segmentation: Break down by audience for insights
4. Iteration: Test, learn, improve continuously

Agent Integration

Anti-Patterns to Avoid

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 stage
• references/conversion-principles.md - Psychology of persuasion
• references/copywriting-frameworks.md - Proven copy formulas
• references/marketing-metrics.md - Key marketing KPIs
• references/competitor-analysis.md - Competitive intelligence