@stacksjs/defaults 0.75.109 → 0.75.110

package/ai/skills/stacks-marketing-ideas/PLAYBOOK.md

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+> Adapted playbook. The [shared Stacks workflow](../stacks-marketing/WORKFLOW.md) governs implementation, current facts, and authorization.
+
+
+# Marketing Ideas for SaaS
+
+You are a marketing strategist with a library of 139 proven marketing ideas. Your goal is to help users find the right marketing strategies for their specific situation, stage, and resources.
+
+## How to Use This Skill
+
+**Check for product marketing context first:**
+Read the established product context described in [the shared workflow](../stacks-marketing/WORKFLOW.md) before asking questions.
+
+When asked for marketing ideas:
+1. Ask about their product, audience, and current stage if not clear
+2. Suggest 3-5 most relevant ideas based on their context
+3. Provide details on implementation for chosen ideas
+4. Consider their resources (time, budget, team size)
+
+---
+
+## Ideas by Category (Quick Reference)
+
+| Category | Ideas | Examples |
+|----------|-------|----------|
+| Content & SEO | 1-10 | Programmatic SEO, Glossary marketing, Content repurposing |
+| Competitor | 11-13 | Comparison pages, Marketing jiu-jitsu |
+| Free Tools | 14-22 | Calculators, Generators, Chrome extensions |
+| Paid Ads | 23-34 | LinkedIn, Google, Retargeting, Podcast ads |
+| Social & Community | 35-44 | LinkedIn audience, Reddit marketing, Short-form video |
+| Email | 45-53 | Founder emails, Onboarding sequences, Win-back |
+| Partnerships | 54-64 | Affiliate programs, Integration marketing, Newsletter swaps |
+| Events | 65-72 | Webinars, Conference speaking, Virtual summits |
+| PR & Media | 73-76 | Press coverage, Documentaries |
+| Launches | 77-86 | Product Hunt, Lifetime deals, Giveaways |
+| Product-Led | 87-96 | Viral loops, Powered-by marketing, Free migrations |
+| Content Formats | 97-109 | Podcasts, Courses, Annual reports, Year wraps |
+| Unconventional | 110-122 | Awards, Challenges, [Guerrilla marketing](references/guerrilla-marketing.md) |
+| Platforms | 123-130 | App marketplaces, Review sites, YouTube |
+| International | 131-132 | Expansion, Price localization |
+| Developer | 133-136 | DevRel, Certifications |
+| Audience-Specific | 137-139 | Referrals, Podcast tours, Customer language |
+
+**For the complete list with descriptions**: See [references/ideas-by-category.md](references/ideas-by-category.md)
+
+**Deep dives** (full framework + case library for a single idea):
+- **Guerrilla marketing (#121)**: [references/guerrilla-marketing.md](references/guerrilla-marketing.md) - the direct-mail 3-rule framework (relevance / relationship-building / precision targeting), ROI discipline, "think in stories, not campaigns," "test small before going big," and a named case library (WePay, Xero, Red Bull, Antimetal, Arrows, ProfitWell, Buzzsprout, Wistia).
+
+---
+
+## Implementation Tips
+
+### By Stage
+
+**Pre-launch:**
+- Waitlist referrals (#79)
+- Early access pricing (#81)
+- Product Hunt prep (#78)
+
+**Early stage:**
+- Content & SEO (#1-10)
+- Community (#35)
+- Founder-led sales (#47)
+
+**Growth stage:**
+- Paid acquisition (#23-34)
+- Partnerships (#54-64)
+- Events (#65-72)
+
+**Scale:**
+- Brand campaigns
+- International (#131-132)
+- Media acquisitions (#73)
+
+### By Budget
+
+**Free:**
+- Content & SEO
+- Community building
+- Social media
+- Comment marketing
+
+**Low budget:**
+- Targeted ads
+- Sponsorships
+- Free tools
+
+**Medium budget:**
+- Events
+- Partnerships
+- PR
+
+**High budget:**
+- Acquisitions
+- Conferences
+- Brand campaigns
+
+### By Timeline
+
+**Quick wins:**
+- Ads, email, social posts
+
+**Medium-term:**
+- Content, SEO, community
+
+**Long-term:**
+- Brand, thought leadership, platform effects
+
+---
+
+## Top Ideas by Use Case
+
+### Need Leads Fast
+- Google Ads (#31) - High-intent search
+- LinkedIn Ads (#28) - B2B targeting
+- Engineering as Marketing (#15) - Free tool lead gen
+
+### Building Authority
+- Conference Speaking (#70)
+- Book Marketing (#104)
+- Podcasts (#107)
+
+### Low Budget Growth
+- Easy Keyword Ranking (#1)
+- Reddit Marketing (#38)
+- Comment Marketing (#44)
+
+### Product-Led Growth
+- Viral Loops (#93)
+- Powered By Marketing (#87)
+- In-App Upsells (#91)
+
+### Enterprise Sales
+- Investor Marketing (#133)
+- Expert Networks (#57)
+- Conference Sponsorship (#72)
+
+---
+
+## Output Format
+
+When recommending ideas, provide for each:
+
+- **Idea name**: One-line description
+- **Why it fits**: Connection to their situation
+- **How to start**: First 2-3 implementation steps
+- **Expected outcome**: What success looks like
+- **Resources needed**: Time, budget, skills required
+
+---
+
+## Task-Specific Questions
+
+1. What's your current stage and main growth goal?
+2. What's your marketing budget and team size?
+3. What have you already tried that worked or didn't?
+4. What competitor tactics do you admire?
+
+---
+
+## Related Skills
+
+- **stacks-marketing-plan**: When the user wants a comprehensive plan instead of standalone ideas. Section 12 of the plan cross-references all 139 ideas here against AARRR stages and client-specific status.
+- **stacks-marketing-programmatic-seo**: For scaling SEO content (#4)
+- **stacks-marketing-competitors**: For comparison pages (#11)
+- **stacks-marketing-emails**: For email marketing tactics
+- **stacks-marketing-free-tools**: For engineering as marketing (#15)
+- **stacks-marketing-referrals**: For viral growth (#93)

package/ai/skills/stacks-marketing-ideas/SKILL.md

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+---
+name: stacks-marketing-ideas
+description: Use when the user needs marketing ideas, inspiration, or strategies for their SaaS or software product. Covers marketing planning and its Stacks implementation.
+license: MIT
+compatibility: Bun >= 1.3.0, TypeScript
+allowed-tools: Read Edit Write Bash Grep Glob
+---
+
+# Marketing Ideas
+
+Read [the shared Stacks workflow](../stacks-marketing/WORKFLOW.md), then
+[PLAYBOOK.md](PLAYBOOK.md) before doing this task. Load the supporting references
+only for the branch the playbook routes to.
+
+This ports `marketing-ideas` from
+[coreyhaines31/marketingskills](https://github.com/coreyhaines31/marketingskills/tree/1efedbc5148b54b2f0f6c6c9fe0be62e151c7fff/skills/marketing-ideas).
+[NOTICE.md](NOTICE.md) records the snapshot and [LICENSE](LICENSE) retains the
+upstream MIT notice.
+
+## Stacks integration
+
+Keep marketing recommendations distinct from application API facts. Use the
+framework skill for any model, action, route, stx page, campaign job, or payment
+change. Use the user's existing brief and authorization; a playbook example
+does not supply a product fact or authorize sending, spending, or publishing.
+
+Platform limits and benchmarks in the snapshot need current primary-source
+verification before use. Return the requested artifact with consequential
+assumptions and evidence, then verify any implementation through its real
+behavior. Use TypeScript and Bun for executable helpers.

package/ai/skills/stacks-marketing-ideas/evals/evals.json

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+{
+  "skill_name": "stacks-marketing-ideas",
+  "evals": [
+    {
+      "id": 1,
+      "prompt": "I need marketing ideas for my SaaS product. We're a bootstrapped team of 3, sell a $49/month analytics tool for e-commerce, and have about 200 customers. Budget is tight - maybe $500/month for marketing.",
+      "expected_output": "Should check for product-marketing.md first. Should filter ideas by low budget and early-stage constraints. Should pull relevant ideas from the 139 marketing ideas organized by category. Should provide ideas appropriate for bootstrapped SaaS: content marketing, community building, SEO, partnerships, referral programs, social media, Product Hunt, and others that don't require large budgets. Output should follow the format: idea name, why it fits, how to start, expected outcome, resources needed. Should prioritize by likely impact given their stage.",
+      "assertions": [
+        "Checks for product-marketing.md",
+        "Filters ideas by low budget constraint",
+        "Provides ideas from the 139 marketing ideas catalog",
+        "Ideas are appropriate for bootstrapped SaaS stage",
+        "Output follows structured format per idea",
+        "Includes why it fits, how to start, expected outcome",
+        "Prioritizes by likely impact",
+        "Includes resources needed per idea"
+      ],
+      "files": []
+    },
+    {
+      "id": 2,
+      "prompt": "What's the fastest way to get more leads? We sell enterprise security software and have a $10k/month marketing budget.",
+      "expected_output": "Should apply the 'top ideas by use case' - specifically 'leads fast' recommendations. Should recommend paid channels (Google Ads, LinkedIn Ads for enterprise), outbound (cold email, LinkedIn outreach), and content-based lead magnets. Should filter for enterprise-appropriate tactics. Should provide the structured output with why each idea fits, how to start, expected timeline, and resources needed. Should note that 'fast leads' typically means paid or outbound channels.",
+      "assertions": [
+        "Applies 'leads fast' use case filter",
+        "Recommends paid channels appropriate for enterprise",
+        "Recommends outbound tactics",
+        "Filters for enterprise-appropriate tactics",
+        "Provides structured output per idea",
+        "Notes that fast leads means paid or outbound",
+        "Includes timeline expectations"
+      ],
+      "files": []
+    },
+    {
+      "id": 3,
+      "prompt": "how do we grow without spending money on ads? we're a PLG (product-led growth) company with a freemium model",
+      "expected_output": "Should trigger on casual phrasing. Should apply the 'PLG' use case filter from top ideas. Should recommend PLG-specific tactics: product virality features, referral programs, community building, content marketing, SEO, free tools/calculators, open-source contributions, social proof loops. Should avoid ad-dependent ideas given the constraint. Should provide structured output with implementation guidance.",
+      "assertions": [
+        "Triggers on casual phrasing",
+        "Applies PLG use case filter",
+        "Recommends PLG-specific tactics",
+        "Avoids ad-dependent ideas",
+        "Includes virality and referral tactics",
+        "Provides structured output with implementation guidance"
+      ],
+      "files": []
+    },
+    {
+      "id": 4,
+      "prompt": "We want to build authority and thought leadership in the HR tech space. We're a newer company and nobody knows who we are yet.",
+      "expected_output": "Should apply the 'authority building' use case filter. Should recommend thought leadership tactics: original research/surveys, guest posting, podcast appearances, speaking engagements, LinkedIn content, industry report publishing, expert roundups. Should note that authority building is a longer-term play. Should provide structured output with how to start each idea, expected outcomes, and timeline.",
+      "assertions": [
+        "Applies 'authority building' use case filter",
+        "Recommends thought leadership tactics",
+        "Includes original research and content",
+        "Includes community and media appearances",
+        "Notes authority building is longer-term",
+        "Provides structured output with timelines"
+      ],
+      "files": []
+    },
+    {
+      "id": 5,
+      "prompt": "Give me 20 marketing ideas. We sell project management software.",
+      "expected_output": "Should provide a curated list of ~20 ideas from the catalog. Should organize them by category or by effort/impact. Should provide brief implementation context for each. Should vary the ideas across categories (content, community, partnerships, product, paid, etc.) for a well-rounded set. Output should follow the structured format with at least idea name and brief description for each.",
+      "assertions": [
+        "Provides approximately 20 ideas",
+        "Ideas span multiple categories",
+        "Organizes by category or effort/impact",
+        "Provides brief implementation context per idea",
+        "Output follows structured format",
+        "Ideas are relevant to project management software"
+      ],
+      "files": []
+    },
+    {
+      "id": 6,
+      "prompt": "We want to set up a referral program. How should we structure it?",
+      "expected_output": "Should recognize this is specifically a referral program design request. Should defer to or cross-reference the referrals skill, which provides detailed guidance on referral loop design, incentive structures, implementation, and optimization. May briefly mention referral programs as a marketing idea but should make clear that referrals is the right skill for detailed program design.",
+      "assertions": [
+        "Recognizes this as a referral program design request",
+        "References or defers to referrals skill",
+        "Does not attempt detailed referral program design",
+        "May briefly mention as a marketing idea"
+      ],
+      "files": []
+    },
+    {
+      "id": 7,
+      "prompt": "We sell a $30k/year data platform and can't get marketing VPs at target accounts to reply to email or take calls. We have budget for something creative. What guerrilla tactics could break through?",
+      "expected_output": "Should route to the guerrilla-marketing deep-dive reference. Should surface the direct-mail 3-rule framework (relevance, relationship-building, precision targeting) and the ROI discipline that a $50-200 package to an unqualified lead is malpractice - qualify the named accounts first, test small before scaling. Should note the deal size ($30k/year) justifies high-cost mailers. Should draw on the case library for inspiration (e.g. Corey's Unicorn Floatie Campaign for hard-to-reach marketing leaders, Antimetal's $15k pizza campaign converting ~75 customers and ~$1M revenue). Should apply the operating principles: think in stories not campaigns, and test small before going big.",
+      "assertions": [
+        "Routes to the guerrilla-marketing reference",
+        "Surfaces the direct-mail 3-rule framework (relevance, relationship-building, precision targeting)",
+        "Applies the ROI discipline (qualify before spending on high-cost packages)",
+        "Recommends testing small before scaling",
+        "Notes deal size justifies high-cost direct mail",
+        "Pulls named cases as inspiration (e.g. Unicorn Floatie, Antimetal pizza)",
+        "Applies 'think in stories, not campaigns' principle"
+      ],
+      "files": []
+    }
+  ]
+}

package/ai/skills/stacks-marketing-ideas/references/guerrilla-marketing.md

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+# Guerrilla Marketing (#121)
+
+Unconventional stunts that earn attention in unexpected places - then get turned into repeatable strategy. The point isn't the one-off spectacle. It's finding a memorable, low-cost way to break through, proving it works small, and running it again.
+
+Two operating principles govern everything below:
+
+- **Think in stories, not campaigns.** People don't share your funnel. They share a story worth retelling. Design the moment so the person who receives it wants to tell someone else.
+- **Test small before going big.** A guerrilla idea is a hypothesis. Prove it on a handful of targets before you spend real money scaling it.
+
+---
+
+## Direct Mail: The 3-Rule Framework
+
+Physical mail is the most under-used guerrilla channel in SaaS because most people do it lazily - blasting cheap swag at a bought list. Done right, it cuts through inbox noise precisely because nobody else shows up in the mailbox. Every direct-mail play must satisfy all three rules:
+
+1. **Relevance** - The item connects to your product, your message, or something the recipient specifically cares about. A random branded mug is noise. A gift that lands a joke about their exact problem is a story.
+2. **Relationship-building** - The mailer opens or deepens a relationship. It's a gift, not a pitch. If the recipient feels sold to, you've spent money to annoy someone.
+3. **Precision targeting** - You know exactly who is receiving it and why. Direct mail is expensive per unit, so it only works when aimed at a short, hand-qualified list.
+
+### The ROI discipline
+
+A $50-200 package sent to an unqualified lead is malpractice. The math only works when the target is qualified enough that a single closed deal pays for dozens of packages.
+
+- **Qualify before you spend.** Reserve high-cost mailers for named accounts and hard-to-reach decision-makers where the deal size justifies the cost.
+- **Test small before scaling.** Send to a handful first. Measure reply and meeting rates. Only scale the version that actually earns responses.
+
+### Corey's Unicorn Floatie Campaign
+
+To reach marketing leaders who ignore cold email and screen their calls, Corey mailed **giant inflatable unicorn pool floaties** to a short list of hard-to-reach targets. The floatie is absurd, oversized, and impossible to ignore - it lands as a story, not a pitch (relevance + relationship), aimed at a hand-picked list where each closed deal dwarfs the package cost (precision + ROI discipline). Recipients remembered it, mentioned it, and replied.
+
+---
+
+## Case Library (inspiration fuel)
+
+Steal the *pattern*, not the prop. Each of these turned a small, unconventional act into outsized attention or revenue.
+
+- **WePay's 600-lb ice block** - At PayPal's developer conference, WePay dropped a 600-pound block of ice with money frozen inside and a sign reading **"PayPal Freezes Your Accounts."** A pointed, physical jab at a competitor's real weakness, staged exactly where the audience was.
+- **Xero skywriting** - Xero paid for **skywriting over TechCrunch Disrupt**, hijacking a competitor-heavy event's attention from above without buying a booth.
+- **Red Bull's Felix Baumgartner space jump** - A supersonic freefall from the edge of space drew **8 million concurrent live viewers** - a story so big it dwarfed any ad buy.
+- **Antimetal's $15K pizza campaign** - Antimetal spent roughly **$15,000 sending ~1,000 pizzas** to target accounts, converting **~75 customers** and driving **~$1M in revenue**. Precision-targeted, story-worthy, and measured - the direct-mail framework at scale.
+- **Arrows personalized memos** - Personalized, hand-crafted memos sent to specific prospects, treating each as an audience of one.
+- **ProfitWell trading cards** - Custom trading cards that turned the team and community into collectible characters, making the brand fun to share.
+- **Buzzsprout GIPHY library** - A branded library of GIFs on GIPHY, so the brand rode along inside other people's conversations for free.
+- **Wistia "Gear Squad vs Dr. Boring"** - Wistia produced an original, over-the-top branded film - entertainment first, marketing second - because a story people actually want to watch travels further than an ad.
+
+---
+
+## How to Use This With a Client
+
+1. **Pick the story.** What's the one memorable thing a target would retell? Start from the story, then reverse-engineer the tactic.
+2. **Qualify the list.** For any high-cost play (direct mail especially), name the exact accounts and confirm the deal size justifies the spend.
+3. **Run the 3-rule check** on physical mail: relevance, relationship-building, precision targeting. If it fails any one, redesign it.
+4. **Test small.** Ship to a handful, measure replies/meetings/coverage, and only scale what earns a response.
+5. **Turn the stunt into a system.** If it works, make it repeatable - a recurring mailer program, a series of films, an ongoing library - rather than a one-time spike.
+
+*Source: Corey Haines, Founding Marketing, ch. 13.*