Strategy

Skill rmzlb/baaton-skills/marketing/strategy

Official Baaton agent skill — API-first project management for AI agents

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npx -y skills add rmzlb/baaton-skills --skill strategy

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Marketing strategy foundations: ICP definition, buyer personas, positioning, messaging frameworks, competitive analysis, and go-to-market planning. Use when: starting a new product/feature, defining target audience, building messaging, analyzing competitors, planning a launch, or creating a GTM strategy. Trigger words: ICP, persona, positioning, messaging, competitive analysis, go-to-market, GTM, value proposition, target audience, market research. NOT for: writing content (use write), auditing drafts (use audit), or running the full content pipeline (use create).

SKILL.md

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Marketing Strategy

Strategic foundations before any content or campaign. Use this skill to define WHO you're targeting, WHY they should buy, and HOW to reach them.

Actions

Action	What it does
`icp`	Build or refine your Ideal Customer Profile
`persona`	Create detailed buyer personas with 5 Rings of Buying Insight
`positioning`	Apply April Dunford's positioning framework
`messaging`	Build a persona × funnel stage messaging matrix
`competitive`	Run systematic competitor analysis
`gtm`	Build a go-to-market launch plan

1. ICP Builder

→ Full template + filled example: references/icp-template.md

Quick fields:

Firmographics: company size (headcount + revenue), industry vertical, geography, growth stage
Technographics: current tools, integrations needed, tech maturity
Behavioral signals: what they Google, communities they're in, content they publish
Pain signals: what they complain about, support tickets themes, job postings language
Buying process: who initiates, who blocks, budget cycle, decision timeline

The Mom Test rule (Rob Fitzpatrick): When researching ICPs, ask about their past behavior, not their hypothetical future behavior. "What did you last use to solve X?" beats "Would you buy a tool that does X?"

2. Buyer Personas

→ Full template + examples: references/icp-template.md (Section 2)

5 Rings of Buying Insight (Adele Revella):

Priority Initiatives — What made them start looking for a solution right now?
Success Factors — What does "winning" look like for them personally and professionally?
Perceived Barriers — What's holding them back from switching / buying?
Decision Criteria — What features/factors do they actually evaluate?
Buyer's Journey — How did they discover, evaluate, and decide? Who was involved?

Each persona needs: role + seniority, goals, frustrations, objections, channels they use, content they consume.

3. Positioning Framework

→ Full framework: references/positioning-frameworks.md

April Dunford's "Obviously Awesome" — 5 steps:

Find competitive alternatives (what they'd do if you didn't exist)
Identify unique attributes (what you have that alternatives don't)
Map attributes to value (what does each unique attribute enable?)
Find who cares most (which customers get the most value)
Choose a market category (the frame that makes your value obvious)

Category creation vs. category entry: If no existing category positions your value clearly, consider creating one. High risk, high reward. See decision tree in references/positioning-frameworks.md.

4. Messaging Matrix

→ Full matrix + example: references/messaging-matrix.md

Structure: rows = personas, columns = funnel stages (Awareness / Consideration / Decision)

Each cell contains:

Headline (what you lead with)
2-3 supporting points
Proof point (specific number or story)
CTA (what you ask them to do)

Jobs-to-be-done lens: For each persona, identify the "job" they're hiring your product to do. The messaging should speak to the job, not the features.

5. Competitive Analysis

→ Templates + research methodology: references/competitive-analysis.md

Four tools:

Feature matrix — direct comparison of capabilities
Positioning map — 2×2 grid placing competitors on two axes
Messaging gap analysis — what no competitor is saying (your opening)
Marketing SWOT — strengths/weaknesses/opportunities/threats from a positioning lens

Research sources: competitor websites, G2/Capterra reviews, job postings (reveals priorities), their content (reveals messaging), their customers' language on social.

6. Value Proposition Canvas

Jobs-to-be-done framework (Christensen adapted):

Functional job: the task they're trying to accomplish
Emotional job: how they want to feel
Social job: how they want to be perceived

Map to:

Pains → Pain relievers (your features that remove friction)
Gains → Gain creators (your features that create upside)

7. Go-to-Market Checklist

→ Full checklist + channel selection + budget: references/gtm-checklist.md

Three phases:

Pre-launch (D-60 to D-0): positioning locked, ICP validated, messaging drafted, assets created
Launch week (D0 to D+7): coordinated push across owned + earned + paid channels
Post-launch (D+7 to D+30): measure signal, iterate messaging, double down on what's working

Category Design Principles (Play Bigger adapted)

Name the problem before naming your solution
Create the category narrative — the enemy is the old way, not a competitor
Design the ecosystem — who else wins when you win?
Own the data — publish the category research, become the authority

Related Skills

create — After locking ICP + messaging, use create to start producing
write — Use your messaging matrix as brief input for all content
audit — Audit existing content against your new positioning
measure — Measure which messaging resonates, feed back quarterly into this strategy