marketing-automation · diff
v2.0 to v2.1
157 added, 140 removed. Audit A to A.
---
name: marketing-automation
description: >
- Route broad product and growth marketing requests into one clear deliverable lane
- across CRO, copywriting, SEO, lifecycle messaging, analytics, pricing, launch,
- retention, and experiment planning. Use when the user needs general marketing
- help for a website, SaaS product, funnel, launch, onboarding flow, campaign, or
- reporting question and the first job is to turn a messy ask into a KPI-aware
- brief, a chosen marketing lane, and an implementation-ready packet. Triggers on:
- marketing plan, growth help, launch messaging, onboarding emails, landing page
- conversion, SEO brief, pricing copy, campaign plan, funnel optimization.
+ Route broad product and growth marketing asks into one operating mode, one
+ primary lane, and one implementation-ready packet across launch planning,
+ conversion surfaces, lifecycle/retention, acquisition/content, and
+ measurement/experiments. Use when the user needs general marketing help for a
+ website, SaaS product, funnel, onboarding flow, pricing page, campaign, or
+ launch and the first job is deciding the right next brief instead of producing
+ channel soup. Triggers on: marketing plan, GTM help, launch brief, pricing
+ page refresh, lifecycle email strategy, conversion help, campaign measurement,
+ content plan. Route Steam/store-page game launch work to
+ `steam-store-launch-ops` and backlog/milestone shaping to `task-planning`.
allowed-tools: Write Read WebSearch WebFetch Task
compatibility: >
- General marketing router for SaaS, product, web, and lifecycle work. Prefer
- narrower skills when the request is already obviously domain-specific.
+ General marketing front door for SaaS, product, web, and lifecycle work.
+ Prefer narrower skills when the request is already clearly specialist or
+ domain-specific.
metadata:
tags: marketing, cro, copywriting, seo, analytics, growth, automation
platforms: Claude, ChatGPT, Gemini, Codex
- version: "2.0"
+ version: "2.1"
+ hardening: 2026-04-18
---
# Marketing Automation
- Use this skill as the **canonical general marketing router** for the repository.
+ Use this skill as the **canonical broad marketing front door** when the real job is choosing the right next marketing packet.
- The job is not to dump generic growth advice. The job is to:
- 1. normalize a messy request into a usable marketing brief,
- 2. pick the single best marketing lane,
- 3. produce the next deliverable packet,
- 4. leave a measurement-aware implementation handoff.
+ The job is not to generate a giant campaign brainstorm. The job is to:
+ 1. classify the ask into one operating mode,
+ 2. choose one primary lane,
+ 3. produce one implementation-ready packet,
+ 4. leave a KPI + leading-signal measurement handoff,
+ 5. route out when the request is actually planning, game-store launch ops, or another narrower specialist workflow.
- Read [references/routing-heuristics.md](references/routing-heuristics.md) for lane-selection rules and [references/measurement-handoff.md](references/measurement-handoff.md) before routing broad requests.
+ Read these support docs before finalizing the packet:
+ - [references/operating-modes-and-route-outs.md](references/operating-modes-and-route-outs.md)
+ - [references/routing-heuristics.md](references/routing-heuristics.md)
+ - [references/measurement-handoff.md](references/measurement-handoff.md)
## When to use this skill
- - The user asks for broad marketing help and the correct lane is not yet obvious
- - A product, website, funnel, or launch needs one structured marketing brief before detailed execution starts
- - The request spans multiple possible lanes such as CRO, copy, lifecycle, SEO, analytics, pricing, or launch planning
- - The user wants a KPI-aware packet that a narrower marketing or execution workflow could pick up next
+ - The user asks for broad marketing help and the right next packet is still ambiguous.
+ - A product, website, funnel, launch, onboarding flow, or pricing surface needs one structured marketing brief before detailed execution starts.
+ - The request mixes strategy, surface choice, messaging, content, channels, and measurement.
+ - The user needs a reusable operator brief, not a pile of disconnected suggestions.
## When not to use this skill
- - The request is already clearly Steam/store-page/festival launch work for a game → prefer `steam-store-launch-ops`
- - The request is already a narrow SEO/content optimization workflow with enough detail to stay specialist
- - The request is really product planning, UX research, or technical implementation rather than marketing routing
- - The user wants only one atomic copy rewrite and no broader routing or measurement layer
-
- ## Supported lanes
- Use these as routing targets inside the skill:
-
- ### CRO
- - `page-cro`
- - `signup-flow`
- - `onboarding`
- - `form-optimization`
- - `paywall`
+ - **The ask is already clearly Steam/store-page/festival/game launch work** → `steam-store-launch-ops`.
+ - **The real job is backlog shaping, milestone coordination, or cross-functional implementation slicing** → `task-planning`.
+ - **The user wants only one atomic copy rewrite or finished content asset with no broader routing layer** → use the narrower writing/execution workflow directly.
+ - **The request is mostly product strategy, UX research, or technical implementation rather than marketing routing** → route to the stronger adjacent skill.
- ### Copy & messaging
- - `copywriting`
- - `copy-editing`
- - `email-sequence`
- - `social-content`
+ ## Core routing model
- ### SEO & content
- - `seo-audit`
- - `programmatic-seo`
- - `comparison-page`
- - `schema-markup`
+ ### Operating modes
+ Use one primary mode per run:
+ - `launch-orchestration` — broad launch, GTM, pricing, or rollout sequencing across multiple surfaces
+ - `conversion-surface` — landing page, pricing page, signup flow, paywall, or onboarding conversion friction
+ - `lifecycle-retention` — onboarding, activation, retention, churn, lifecycle email, re-engagement, or user education motion
+ - `acquisition-content` — SEO, content strategy, comparison pages, organic acquisition, or channel-facing discovery work
+ - `measurement-experiment` — analytics setup, attribution, KPI cleanup, campaign readout, or experiment/backlog instrumentation
- ### Ads & analytics
- - `analytics-tracking`
- - `paid-ads`
- - `ab-test`
+ ### Primary lanes
+ After choosing the mode, still choose one primary lane:
+ - `CRO`
+ - `Copy & messaging`
+ - `SEO & content`
+ - `Ads & analytics`
+ - `Strategy & growth`
- ### Strategy & growth
- - `launch-strategy`
- - `pricing-strategy`
- - `retention`
- - `churn-analysis`
- - `growth-experiments`
- - `referral-program`
- - `content-strategy`
+ The mode explains **what kind of situation this is**.
+ The lane explains **which marketing discipline owns the next packet**.
## Instructions
- ### Step 1: Normalize the marketing brief
- Capture the request in this form before choosing a lane:
+ ### Step 1: Normalize the intake into one routing profile
+ Capture the request in this compact form before choosing the packet:
```yaml
- marketing_brief:
+ marketing_router_profile:
+ primary_mode: launch-orchestration | conversion-surface | lifecycle-retention | acquisition-content | measurement-experiment
+ primary_lane: CRO | Copy & messaging | SEO & content | Ads & analytics | Strategy & growth | unknown
objective: acquisition | activation | conversion | retention | revenue | awareness | unknown
- primary_kpi: "the one number that matters most right now"
audience:
- segment: "who is this for"
- pain_points:
- - pain 1
- - pain 2
- stage: unaware | problem-aware | solution-aware | evaluating | active-user | churn-risk | unknown
- asset_or_surface: landing-page | pricing-page | onboarding-flow | lifecycle-email | seo-page | campaign | launch | analytics | unknown
- offer:
- product: "product / feature / package"
- value_prop: "main promise"
- proof_points:
- - proof 1
- - proof 2
+ segment: "who this is for"
+ stage: unaware | problem-aware | evaluating | active-user | churn-risk | unknown
+ surface_or_channel: landing-page | pricing-page | signup-flow | onboarding | lifecycle-email | seo-page | campaign | dashboard | launch | unknown
+ offer_or_motion: "product / feature / campaign / launch motion"
+ measurement_maturity: clear | partial | weak
+ main_question: "what needs to be decided next?"
constraints:
- channel: web | email | social | ads | search | mixed | unknown
timeline: immediate | this-week | this-month | longer
- brand_or_compliance_notes: "voice, legal, or positioning limits"
- main_question: "what does the user actually need next?"
+ brand_or_compliance_notes: "limits or promises"
+ domain_specificity: general | specialist | game-store
```
- If the packet is incomplete, continue with explicit assumptions instead of stalling.
+ If detail is missing, proceed with explicit assumptions instead of stalling.
- ### Step 2: Pick one primary lane
- Choose exactly one lane.
+ ### Step 2: Gather the minimum credible evidence
+ Do not route from vibes alone. Pull the smallest packet that supports a real decision:
+ - objective and current bottleneck
+ - audience / segment / funnel stage
+ - surface, campaign, or lifecycle moment
+ - available proof points or constraints
+ - current KPI or best available proxy
+ - what is still missing that could change the lane choice
- - **CRO** when the request is about improving a page, flow, form, or paywall
- - **Copy & messaging** when the main bottleneck is words, positioning, or conversion copy
- - **SEO & content** when the request centers on search demand, structure, comparison pages, or content strategy
- - **Ads & analytics** when the request is about tracking, paid acquisition, or test/readout setup
- - **Strategy & growth** when the user needs launch planning, pricing, retention, churn, referral, or experiment prioritization
+ ### Step 3: Choose one mode, one lane, one packet
+ Use [references/operating-modes-and-route-outs.md](references/operating-modes-and-route-outs.md).
- If more than one lane is relevant, choose the lane that reduces ambiguity fastest and mention the secondary handoff.
+ Default packet mapping:
+ - `launch-orchestration` → usually `Strategy & growth` → `launch/growth brief`
+ - `conversion-surface` → usually `CRO` or `Copy & messaging` → `measurement + experiment packet`
+ - `lifecycle-retention` → usually `Strategy & growth` or `Copy & messaging` → `channel-ready brief`
+ - `acquisition-content` → usually `SEO & content` → `channel-ready brief`
+ - `measurement-experiment` → usually `Ads & analytics` → `measurement + experiment packet`
- ### Step 3: Return one implementation-ready packet
- Return one of these deliverable types:
- - `marketing-routing brief`
- - `channel-ready brief`
- - `copy/messaging packet`
- - `measurement + experiment packet`
- - `launch/growth brief`
+ Rules:
+ - Choose **one primary mode**.
+ - Choose **one primary lane**.
+ - Return **one primary packet**.
+ - Mention secondary handoffs only after the main packet is chosen.
- Do not emit five half-finished plans. Choose the single most useful packet for the current ask.
+ ### Step 4: Add route-outs before the packet sprawls
+ Route out instead of absorbing adjacent work when:
+ - the ask is really Steam wishlists / capsules / Next Fest / store visibility → `steam-store-launch-ops`
+ - the ask is really execution slicing / backlog organization / milestone coordination → `task-planning`
+ - the ask is already a narrow specialist workflow with a better dedicated skill
- ### Step 4: Add explicit handoff and measurement logic
- Every output must include:
- - the chosen lane,
- - the primary KPI,
- - what assumptions remain,
- - what execution artifact should be created next,
- - what to measure after implementation.
+ A good front door narrows the next move. It does not win by claiming every neighboring job.
- ### Step 5: Use this output structure
+ ### Step 5: Build the operator brief
+ Return this structure:
```markdown
# Marketing Routing Brief
- ## Scope
+ ## Intake summary
+ - Mode: ...
+ - Primary lane: ...
- Objective: ...
- - Primary KPI: ...
- - Audience: ...
+ - Audience / stage: ...
- Surface / channel: ...
- Confidence: high | medium | low
- ## Chosen lane
- - CRO | Copy & messaging | SEO & content | Ads & analytics | Strategy & growth
-
## What matters most now
- 2-4 bullets
## Recommended packet
- - One of: marketing-routing brief | channel-ready brief | copy/messaging packet | measurement + experiment packet | launch/growth brief
+ - Packet type: launch/growth brief | channel-ready brief | copy/messaging packet | measurement + experiment packet | marketing-routing brief
+ - Why this packet now: ...
## Priority decisions
| Decision | Why now | Owner | Risk if delayed |
|----------|---------|-------|-----------------|
| ... | ... | ... | ... |
## Immediate next steps
1. ...
2. ...
3. ...
+ ## Measurement handoff
+ - Primary KPI: ...
+ - Leading signal: ...
+ - Baseline or assumption: ...
+ - Success threshold: ...
+ - Next owner / workflow: ...
+
## Secondary handoffs
- Skill / workflow: ...
- Why: ...
- - What packet to pass: ...
- ## Measurement checklist
- - Event / signal: ...
- - Baseline or assumption: ...
- - Success threshold: ...
-
- ## What not to do yet
- - 1-3 bullets that prevent scope drift or premature channel sprawl
+ ## Not yet
+ - 1-3 bullets that prevent scope drift
```
+ ### Step 6: Keep measurement attached to the packet
+ Every output must name:
+ - one primary KPI
+ - one leading signal
+ - one baseline or explicit assumption
+ - one success threshold
+ - one next owner or downstream workflow
+
+ Use [references/measurement-handoff.md](references/measurement-handoff.md) for lane-specific KPI examples.
+
## Output format
- Always return a **short operator-style marketing routing brief**.
+ Always return a **short operator-style Marketing Routing Brief**.
Required qualities:
- - one KPI, not a vague wish list
- - one primary lane, not a channel soup
- - concrete next artifact and handoff
- - explicit assumptions when context is missing
- - lightweight measurement plan tied to the chosen lane
+ - one primary mode
+ - one primary lane
+ - one packet that can actually be handed off
+ - explicit assumptions when context is thin
+ - route-outs when the ask is not really this skill
+ - measurement logic attached to the packet, not bolted on later
## Examples
### Example 1: broad launch ask
**Input**
> We are launching a new SaaS workflow next month and need help with messaging, landing page copy, onboarding emails, and how to measure whether it worked.
**Output sketch**
- - Primary lane: `Strategy & growth`
+ - Mode: `launch-orchestration`
+ - Lane: `Strategy & growth`
- Packet: `launch/growth brief`
- - Secondary handoff mentions copy/messaging and lifecycle execution
- - Measurement checklist names launch KPI, activation milestone, and follow-up experiment
+ - Secondary handoffs mention copy/messaging and lifecycle execution
+ - Measurement handoff names one launch KPI and one leading signal
- ### Example 2: landing page conversion ask
+ ### Example 2: pricing-page refresh
**Input**
- > Our homepage gets traffic but signups are flat. Help with conversion.
+ > Our pricing page gets traffic, but upgrades are weak. We need help with the page and what to test.
**Output sketch**
- - Primary lane: `CRO`
+ - Mode: `conversion-surface`
+ - Lane: `CRO`
- Packet: `measurement + experiment packet`
- - Priority decisions cover page promise, CTA hierarchy, friction points, and test order
+ - Priority decisions cover offer clarity, CTA hierarchy, proof, and friction
- ### Example 3: legacy broad catalog ask
+ ### Example 3: lifecycle / onboarding ask
**Input**
- > Use the marketing skills collection to figure out the best lane for this pricing-page refresh.
+ > Trial users activate once and disappear. We need onboarding and lifecycle help, plus a sensible KPI.
**Output sketch**
- - Resolve to the canonical `marketing-automation` flow
- - Choose `CRO` or `Copy & messaging` as the primary lane based on the packet
- - Leave a short note that the legacy name maps to the same routing logic
+ - Mode: `lifecycle-retention`
+ - Lane: `Strategy & growth` or `Copy & messaging`
+ - Packet: `channel-ready brief`
+ - Measurement handoff names activation or retained-usage KPI plus a leading signal
+ ### Example 4: game-store launch near miss
+ **Input**
+ > We need Steam capsule copy and Next Fest marketing help for our game demo.
+
+ **Output sketch**
+ - Keep the response short
+ - Route execution to `steam-store-launch-ops`
+ - Leave only a concise handoff note instead of a giant generic marketing plan
+
## Best practices
- 1. **Act like a router, not a slogan generator** — clarify the lane before producing assets.
- 2. **Choose one KPI and one primary lane** — that constraint makes the output reusable.
- 3. **Prefer implementation packets over generic advice** — the next team should know what to do.
- 4. **Keep measurement attached to the packet** — a marketing plan without instrumentation is unfinished.
- 5. **Defer niche domains to narrower skills** when a dedicated workflow is already stronger.
+ 1. **Act like a front-door router, not a generic growth advisor.**
+ 2. **Choose one mode before you choose tactics.**
+ 3. **Choose one packet before you list channels.**
+ 4. **Keep launch/planning/game-store boundaries explicit.**
+ 5. **Attach measurement and ownership to every packet.**
## References
+ - [references/operating-modes-and-route-outs.md](references/operating-modes-and-route-outs.md)
- [references/routing-heuristics.md](references/routing-heuristics.md)
- [references/measurement-handoff.md](references/measurement-handoff.md)
- `../marketing-skills-collection/SKILL.md`
- `../steam-store-launch-ops/SKILL.md`
+ - `../task-planning/SKILL.md`