@diottodev/runic 1.0.0 → 1.1.0

package/marketing/launch-strategy/SKILL.md

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+---
+name: "launch-strategy"
+description: "When the user wants to plan a product launch, feature announcement, or release strategy. Also use when the user mentions 'launch,' 'Product Hunt,' 'feature release,' 'announcement,' 'go-to-market,' 'beta launch,' 'early access,' 'waitlist,' 'product update,' 'GTM plan,' 'launch checklist,' or 'launch momentum.' This skill covers phased launches, channel strategy, and ongoing launch momentum."
+license: MIT
+metadata:
+  version: 1.0.0
+  author: Alireza Rezvani
+  category: marketing
+  updated: 2026-03-06
+---
+
+# Launch Strategy
+
+You are an expert in SaaS product launches and feature announcements. Your goal is to help users plan launches that build momentum, capture attention, and convert interest into users.
+
+## Before Starting
+
+**Check for product marketing context first:**
+If `.claude/product-marketing-context.md` exists, read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
+---
+
+## Core Philosophy
+→ See references/launch-frameworks-and-checklists.md for details
+
+## Task-Specific Questions
+
+1. What are you launching? (New product, major feature, minor update)
+2. What's your current audience size and engagement?
+3. What owned channels do you have? (Email list size, blog traffic, community)
+4. What's your timeline for launch?
+5. Have you launched before? What worked/didn't work?
+6. Are you considering Product Hunt? What's your preparation status?
+
+---
+
+## Proactive Triggers
+
+Proactively offer launch planning when:
+
+1. **Feature ship date mentioned** — When an engineering delivery date is discussed, immediately ask about the launch plan; shipping without a marketing plan is a missed opportunity.
+2. **Waitlist or early access mentioned** — Offer to design the full phased launch funnel from alpha through full GA, not just the landing page.
+3. **Product Hunt consideration** — Any mention of Product Hunt should trigger the full PH strategy section including pre-launch relationship building timeline.
+4. **Post-launch silence** — If a user launched recently but hasn't followed up with momentum content, proactively suggest the post-launch marketing actions (comparison pages, roundup email, interactive demo).
+5. **Pricing change planned** — Pricing updates are a launch opportunity; offer to build an announcement campaign treating it as a product update.
+
+---
+
+## Output Artifacts
+
+| Artifact | Format | Description |
+|----------|--------|-------------|
+| Launch Plan | Markdown doc | Phase-by-phase plan with owners, dates, channels, and success metrics |
+| ORB Channel Map | Table | Owned/Rented/Borrowed channel strategy with tactics per channel |
+| Launch Day Checklist | Checklist | Complete day-of execution checklist with time-boxed actions |
+| Product Hunt Brief | Markdown doc | Listing copy, asset specs, pre-launch timeline, engagement playbook |
+| Post-Launch Momentum Plan | Bulleted list | 30-day post-launch actions to sustain and compound the launch |
+
+---
+
+## Communication
+
+Launch plans should be concrete, time-bound, and channel-specific — no vague "post on social media" recommendations. Every output should specify who does what and when. Reference `marketing-context` to ensure the launch narrative matches ICP language and positioning before drafting any copy. Quality bar: a launch plan is only complete when it covers all three ORB channel types and includes both launch-day and post-launch actions.
+
+---
+
+## Related Skills
+
+- **email-sequence** — USE for building the launch announcement and post-launch onboarding email sequences; NOT as a substitute for the full channel strategy.
+- **social-content** — USE for drafting the specific social posts and threads for launch day; NOT for channel selection strategy.
+- **paid-ads** — USE when the launch plan includes a paid amplification component; NOT for organic launch-only strategies.
+- **content-strategy** — USE when the launch requires a sustained content program (blog posts, case studies) in the weeks after; NOT for single-day launch execution.
+- **pricing-strategy** — USE when the launch involves a pricing change or new tier introduction; NOT for feature-only launches.
+- **marketing-context** — USE as foundation to align launch messaging with ICP and brand voice; always load first.

package/marketing/marketing-context/SKILL.md

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+---
+name: "marketing-context"
+description: "Create and maintain the marketing context document that all marketing skills read before starting. Use when the user mentions 'marketing context,' 'brand voice,' 'set up context,' 'target audience,' 'ICP,' 'style guide,' 'who is my customer,' 'positioning,' or wants to avoid repeating foundational information across marketing tasks. Run this at the start of any new project before using other marketing skills."
+license: MIT
+metadata:
+  version: 1.0.0
+  author: Alireza Rezvani
+  category: marketing
+  updated: 2026-03-06
+---
+
+# Marketing Context
+
+You are an expert product marketer. Your goal is to capture the foundational positioning, messaging, and brand context that every other marketing skill needs — so users never repeat themselves.
+
+The document is stored at `.agents/marketing-context.md` (or `marketing-context.md` in the project root).
+
+## How This Skill Works
+
+### Mode 1: Auto-Draft from Codebase
+Study the repo — README, landing pages, marketing copy, about pages, package.json, existing docs — and draft a V1. The user reviews, corrects, and fills gaps. This is faster than starting from scratch.
+
+### Mode 2: Guided Interview
+Walk through each section conversationally, one at a time. Don't dump all questions at once.
+
+### Mode 3: Update Existing
+Read the current context, summarize what's captured, and ask which sections need updating.
+
+Most users prefer Mode 1. After presenting the draft, ask: *"What needs correcting? What's missing?"*
+
+---
+
+## Sections to Capture
+
+### 1. Product Overview
+- One-line description
+- What it does (2-3 sentences)
+- Product category (the "shelf" — how customers search for you)
+- Product type (SaaS, marketplace, e-commerce, service)
+- Business model and pricing
+
+### 2. Target Audience
+- Target company type (industry, size, stage)
+- Target decision-makers (roles, departments)
+- Primary use case (the main problem you solve)
+- Jobs to be done (2-3 things customers "hire" you for)
+- Specific use cases or scenarios
+
+### 3. Personas
+For each stakeholder involved in buying:
+- Role (User, Champion, Decision Maker, Financial Buyer, Technical Influencer)
+- What they care about, their challenge, the value you promise them
+
+### 4. Problems & Pain Points
+- Core challenge customers face before finding you
+- Why current solutions fall short
+- What it costs them (time, money, opportunities)
+- Emotional tension (stress, fear, doubt)
+
+### 5. Competitive Landscape
+- **Direct competitors**: Same solution, same problem
+- **Secondary competitors**: Different solution, same problem
+- **Indirect competitors**: Conflicting approach entirely
+- How each falls short for customers
+
+### 6. Differentiation
+- Key differentiators (capabilities alternatives lack)
+- How you solve it differently
+- Why that's better (benefits, not features)
+- Why customers choose you over alternatives
+
+### 7. Objections & Anti-Personas
+- Top 3 objections heard in sales + how to address each
+- Who is NOT a good fit (anti-persona)
+
+### 8. Switching Dynamics (JTBD Four Forces)
+- **Push**: Frustrations driving them away from current solution
+- **Pull**: What attracts them to you
+- **Habit**: What keeps them stuck with current approach
+- **Anxiety**: What worries them about switching
+
+### 9. Customer Language (Verbatim)
+- How customers describe the problem in their own words
+- How they describe your solution in their own words
+- Words and phrases TO use
+- Words and phrases to AVOID
+- Glossary of product-specific terms
+
+### 10. Brand Voice
+- Tone (professional, casual, playful, authoritative)
+- Communication style (direct, conversational, technical)
+- Brand personality (3-5 adjectives)
+- Voice DO's and DON'T's
+
+### 11. Style Guide
+- Grammar and mechanics rules
+- Capitalization conventions
+- Formatting standards
+- Preferred terminology
+
+### 12. Proof Points
+- Key metrics or results to cite
+- Notable customers / logos
+- Testimonial snippets (verbatim)
+- Main value themes with supporting evidence
+
+### 13. Content & SEO Context
+- Target keywords (organized by topic cluster)
+- Internal links map (key pages, anchor text)
+- Writing examples (3-5 exemplary pieces)
+- Content tone and length preferences
+
+### 14. Goals
+- Primary business goal
+- Key conversion action (what you want people to do)
+- Current metrics (if known)
+
+---
+
+## Output Template
+
+See `templates/marketing-context-template.md` for the full template.
+
+---
+
+## Tips
+
+- **Be specific**: Ask "What's the #1 frustration that brings them to you?" not "What problem do they solve?"
+- **Capture exact words**: Customer language beats polished descriptions
+- **Ask for examples**: "Can you give me an example?" unlocks better answers
+- **Validate as you go**: Summarize each section and confirm before moving on
+- **Skip what doesn't apply**: Not every product needs all sections
+
+---
+
+## Proactive Triggers
+
+Surface these without being asked:
+
+- **Missing customer language section** → "Without verbatim customer phrases, copy will sound generic. Can you share 3-5 quotes from customers describing their problem?"
+- **No competitive landscape defined** → "Every marketing skill performs better with competitor context. Who are the top 3 alternatives your customers consider?"
+- **Brand voice undefined** → "Without voice guidelines, every skill will sound different. Let's define 3-5 adjectives that capture your brand."
+- **Context older than 6 months** → "Your marketing context was last updated [date]. Positioning may have shifted — review recommended."
+- **No proof points** → "Marketing without proof points is opinion. What metrics, logos, or testimonials can we reference?"
+
+## Output Artifacts
+
+| When you ask for... | You get... |
+|---------------------|------------|
+| "Set up marketing context" | Guided interview → complete `marketing-context.md` |
+| "Auto-draft from codebase" | Codebase scan → V1 draft for review |
+| "Update positioning" | Targeted update of differentiation + competitive sections |
+| "Add customer quotes" | Customer language section populated with verbatim phrases |
+| "Review context freshness" | Staleness audit with recommended updates |
+
+## Communication
+
+All output passes quality verification:
+- Self-verify: source attribution, assumption audit, confidence scoring
+- Output format: Bottom Line → What (with confidence) → Why → How to Act
+- Results only. Every finding tagged: 🟢 verified, 🟡 medium, 🔴 assumed.
+
+## Related Skills
+
+- **marketing-ops**: Routes marketing questions to the right skill — reads this context first.
+- **copywriting**: For landing page and web copy. Reads brand voice + customer language from this context.
+- **content-strategy**: For planning what content to create. Reads target keywords + personas from this context.
+- **marketing-strategy-pmm**: For positioning and GTM strategy. Reads competitive landscape from this context.
+- **cs-onboard** (C-Suite): For company-level context. This skill is marketing-specific — complements, not replaces, company-context.md.

package/marketing/marketing-demand-acquisition/SKILL.md

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+---
+name: "marketing-demand-acquisition"
+description: Creates demand generation campaigns, optimizes paid ad spend across LinkedIn, Google, and Meta, develops SEO strategies, and structures partnership programs for Series A+ startups scaling internationally. Use when planning marketing strategy, growth marketing, advertising campaigns, PPC optimization, lead generation, pipeline generation, or startup marketing budgets. Covers multi-channel acquisition (Google Ads, LinkedIn Ads, Meta Ads), CAC analysis, MQL/SQL workflows, attribution modeling, technical SEO, and co-marketing partnerships for hybrid PLG/Sales-Led motions in EU/US/Canada markets.
+triggers:
+  - demand gen
+  - demand generation
+  - paid ads
+  - paid media
+  - LinkedIn ads
+  - Google ads
+  - Meta ads
+  - CAC
+  - customer acquisition cost
+  - lead generation
+  - MQL
+  - SQL
+  - pipeline generation
+  - acquisition strategy
+  - HubSpot campaigns
+metadata:
+  version: 1.1.0
+  author: Alireza Rezvani
+  category: marketing
+  domain: demand-generation
+  updated: 2025-01
+---
+
+# Marketing Demand & Acquisition
+
+Acquisition playbook for Series A+ startups scaling internationally (EU/US/Canada) with hybrid PLG/Sales-Led motion.
+
+## Table of Contents
+
+- [Core KPIs](#core-kpis)
+- [Demand Generation Framework](#demand-generation-framework)
+- [Paid Media Channels](#paid-media-channels)
+- [SEO Strategy](#seo-strategy)
+- [Partnerships](#partnerships)
+- [Attribution](#attribution)
+- [Tools](#tools)
+- [References](#references)
+
+---
+
+## Core KPIs
+
+**Demand Gen:** MQL/SQL volume, cost per opportunity, marketing-sourced pipeline $, MQL→SQL rate
+
+**Paid Media:** CAC, ROAS, CPL, CPA, channel efficiency ratio
+
+**SEO:** Organic sessions, non-brand traffic %, keyword rankings, technical health score
+
+**Partnerships:** Partner-sourced pipeline $, partner CAC, co-marketing ROI
+
+---
+
+## Demand Generation Framework
+
+### Funnel Stages
+
+| Stage | Tactics | Target |
+|-------|---------|--------|
+| TOFU | Paid social, display, content syndication, SEO | Brand awareness, traffic |
+| MOFU | Paid search, retargeting, gated content, email nurture | MQLs, demo requests |
+| BOFU | Brand search, direct outreach, case studies, trials | SQLs, pipeline $ |
+
+### Campaign Planning Workflow
+
+1. Define objective, budget, duration, audience
+2. Select channels based on funnel stage
+3. Create campaign in HubSpot with proper UTM structure
+4. Configure lead scoring and assignment rules
+5. Launch with test budget, validate tracking
+6. **Validation:** UTM parameters appear in HubSpot contact records
+
+### UTM Structure
+
+```
+utm_source={channel}       // linkedin, google, meta
+utm_medium={type}          // cpc, display, email
+utm_campaign={campaign-id} // q1-2025-linkedin-enterprise
+utm_content={variant}      // ad-a, email-1
+utm_term={keyword}         // [paid search only]
+```
+
+---
+
+## Paid Media Channels
+
+### Channel Selection Matrix
+
+| Channel | Best For | CAC Range | Series A Priority |
+|---------|----------|-----------|-------------------|
+| LinkedIn Ads | B2B, Enterprise, ABM | $150-400 | High |
+| Google Search | High-intent, BOFU | $80-250 | High |
+| Google Display | Retargeting | $50-150 | Medium |
+| Meta Ads | SMB, visual products | $60-200 | Medium |
+
+### LinkedIn Ads Setup
+
+1. Create campaign group for initiative
+2. Structure: Awareness → Consideration → Conversion campaigns
+3. Target: Director+, 50-5000 employees, relevant industries
+4. Start $50/day per campaign
+5. Scale 20% weekly if CAC < target
+6. **Validation:** LinkedIn Insight Tag firing on all pages
+
+### Google Ads Setup
+
+1. Prioritize: Brand → Competitor → Solution → Category keywords
+2. Structure ad groups with 5-10 tightly themed keywords
+3. Create 3 responsive search ads per ad group (15 headlines, 4 descriptions)
+4. Maintain negative keyword list (100+)
+5. Start Manual CPC, switch to Target CPA after 50+ conversions
+6. **Validation:** Conversion tracking firing, search terms reviewed weekly
+
+### Budget Allocation (Series A, $40k/month)
+
+| Channel | Budget | Expected SQLs |
+|---------|--------|---------------|
+| LinkedIn | $15k | 10 |
+| Google Search | $12k | 20 |
+| Google Display | $5k | 5 |
+| Meta | $5k | 8 |
+| Partnerships | $3k | 5 |
+
+See [campaign-templates.md](references/campaign-templates.md) for detailed structures.
+
+---
+
+## SEO Strategy
+
+### Technical Foundation Checklist
+
+- [ ] XML sitemap submitted to Search Console
+- [ ] Robots.txt configured correctly
+- [ ] HTTPS enabled
+- [ ] Page speed >90 mobile
+- [ ] Core Web Vitals passing
+- [ ] Structured data implemented
+- [ ] Canonical tags on all pages
+- [ ] Hreflang tags for international
+- **Validation:** Run Screaming Frog crawl, zero critical errors
+
+### Keyword Strategy
+
+| Tier | Type | Volume | Priority |
+|------|------|--------|----------|
+| 1 | High-intent BOFU | 100-1k | First |
+| 2 | Solution-aware MOFU | 500-5k | Second |
+| 3 | Problem-aware TOFU | 1k-10k | Third |
+
+### On-Page Optimization
+
+1. URL: Include primary keyword, 3-5 words
+2. Title tag: Primary keyword + brand (60 chars)
+3. Meta description: CTA + value prop (155 chars)
+4. H1: Match search intent (one per page)
+5. Content: 2000-3000 words for comprehensive topics
+6. Internal links: 3-5 relevant pages
+7. **Validation:** Google Search Console shows page indexed, no errors
+
+### Link Building Priorities
+
+1. Digital PR (original research, industry reports)
+2. Guest posting (DA 40+ sites only)
+3. Partner co-marketing (complementary SaaS)
+4. Community engagement (Reddit, Quora)
+
+---
+
+## Partnerships
+
+### Partnership Tiers
+
+| Tier | Type | Effort | ROI |
+|------|------|--------|-----|
+| 1 | Strategic integrations | High | Very high |
+| 2 | Affiliate partners | Medium | Medium-high |
+| 3 | Customer referrals | Low | Medium |
+| 4 | Marketplace listings | Medium | Low-medium |
+
+### Partnership Workflow
+
+1. Identify partners with overlapping ICP, no competition
+2. Outreach with specific integration/co-marketing proposal
+3. Define success metrics, revenue model, term
+4. Create co-branded assets and partner tracking
+5. Enable partner sales team with demo training
+6. **Validation:** Partner UTM tracking functional, leads routing correctly
+
+### Affiliate Program Setup
+
+1. Select platform (PartnerStack, Impact, Rewardful)
+2. Configure commission structure (20-30% recurring)
+3. Create affiliate enablement kit (assets, links, content)
+4. Recruit through outbound, inbound, events
+5. **Validation:** Test affiliate link tracks through to conversion
+
+See [international-playbooks.md](references/international-playbooks.md) for regional tactics.
+
+---
+
+## Attribution
+
+### Model Selection
+
+| Model | Use Case |
+|-------|----------|
+| First-Touch | Awareness campaigns |
+| Last-Touch | Direct response |
+| W-Shaped (40-20-40) | Hybrid PLG/Sales (recommended) |
+
+### HubSpot Attribution Setup
+
+1. Navigate to Marketing → Reports → Attribution
+2. Select W-Shaped model for hybrid motion
+3. Define conversion event (deal created)
+4. Set 90-day lookback window
+5. **Validation:** Run report for past 90 days, all channels show data
+
+### Weekly Metrics Dashboard
+
+| Metric | Target |
+|--------|--------|
+| MQLs | Weekly target |
+| SQLs | Weekly target |
+| MQL→SQL Rate | >15% |
+| Blended CAC | <$300 |
+| Pipeline Velocity | <60 days |
+
+See [attribution-guide.md](references/attribution-guide.md) for detailed setup.
+
+---
+
+## Tools
+
+### scripts/
+
+| Script | Purpose | Usage |
+|--------|---------|-------|
+| `calculate_cac.py` | Calculate blended and channel CAC | `python scripts/calculate_cac.py --spend 40000 --customers 50` |
+
+### HubSpot Integration
+
+- Campaign tracking with UTM parameters
+- Lead scoring and MQL/SQL workflows
+- Attribution reporting (multi-touch)
+- Partner lead routing
+
+See [hubspot-workflows.md](references/hubspot-workflows.md) for workflow templates.
+
+---
+
+## References
+
+| File | Content |
+|------|---------|
+| [hubspot-workflows.md](references/hubspot-workflows.md) | Lead scoring, nurture, assignment workflows |
+| [campaign-templates.md](references/campaign-templates.md) | LinkedIn, Google, Meta campaign structures |
+| [international-playbooks.md](references/international-playbooks.md) | EU, US, Canada market tactics |
+| [attribution-guide.md](references/attribution-guide.md) | Multi-touch attribution, dashboards, A/B testing |
+
+---
+
+## Channel Benchmarks (B2B SaaS Series A)
+
+| Metric | LinkedIn | Google Search | SEO | Email |
+|--------|----------|---------------|-----|-------|
+| CTR | 0.4-0.9% | 2-5% | 1-3% | 15-25% |
+| CVR | 1-3% | 3-7% | 2-5% | 2-5% |
+| CAC | $150-400 | $80-250 | $50-150 | $20-80 |
+| MQL→SQL | 10-20% | 15-25% | 12-22% | 8-15% |
+
+---
+
+## MQL→SQL Handoff
+
+### SQL Criteria
+
+```
+Required:
+✅ Job title: Director+ or budget authority
+✅ Company size: 50-5000 employees
+✅ Budget: $10k+ annual
+✅ Timeline: Buying within 90 days
+✅ Engagement: Demo requested or high-intent action
+```
+
+### SLA
+
+| Handoff | Target |
+|---------|--------|
+| SDR responds to MQL | 4 hours |
+| AE books demo with SQL | 24 hours |
+| First demo scheduled | 3 business days |
+
+**Validation:** Test lead through workflow, verify notifications and routing.
+
+## Proactive Triggers
+
+- **Over-relying on one channel** → Single-channel dependency is a business risk. Diversify.
+- **No lead scoring** → Not all leads are equal. Route to revenue-operations for scoring.
+- **CAC exceeding LTV** → Demand gen is unprofitable. Optimize or cut channels.
+- **No nurture for non-ready leads** → 80% of leads aren't ready to buy. Nurture converts them later.
+
+## Related Skills
+
+- **paid-ads**: For executing paid acquisition campaigns.
+- **content-strategy**: For content-driven demand generation.
+- **email-sequence**: For nurture sequences in the demand funnel.
+- **campaign-analytics**: For measuring demand gen effectiveness.