---
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

| Stage | Question | Touchpoints | Emotions |
|-------|----------|-------------|----------|
| Awareness | How do they discover you? | Ads, content, referral | Curious, skeptical |
| Research | What information do they seek? | Website, reviews, social | Interested, cautious |
| Consideration | What options do they compare? | Competitors, features | Evaluating, anxious |
| Decision | What triggers the purchase? | Demo, trial, offer | Confident, excited |
| Experience | What happens post-purchase? | Onboarding, support | Hopeful, validated |
| Advocacy | What makes them recommend? | Results, delight | Satisfied, proud |

### 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

| Principle | Definition | Application |
|-----------|------------|-------------|
| Reciprocity | People return favors | Free value → paid |
| Social Proof | Following the crowd | Testimonials, numbers |
| Scarcity | Fear of missing out | Limited time/quantity |
| Authority | Trust experts | Credentials, endorsements |
| Consistency | Honoring commitments | Small yes → big yes |
| Liking | Buy from those we like | Personality, relatability |

### Marketing Metrics Framework

| Category | Metrics | Healthy Range |
|----------|---------|---------------|
| Acquisition | CAC, CPL, CPC | CAC < 1/3 LTV |
| Activation | Trial-to-paid, onboarding completion | 20-40% |
| Retention | Churn rate, NRR | <5% monthly churn |
| Revenue | LTV, ARPU, expansion | LTV:CAC > 3:1 |
| Referral | Referral rate, NPS | NPS > 50 |

## 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

| Agent | How They Use This Skill |
|-------|------------------------|
| `brainstormer` | Campaign ideation based on psychology |
| `planner` | Full-funnel campaign planning |
| `copywriter` | Messaging aligned with positioning |
| `lead-qualifier` | Understanding buyer journey stage |

## Anti-Patterns to Avoid

| Anti-Pattern | Why It's Wrong | Do This Instead |
|--------------|----------------|-----------------|
| Feature-first messaging | Customers want outcomes | Lead with benefits |
| Targeting everyone | Resonates with no one | Specific audience |
| Ignoring competition | Leaves positioning unclear | Explicit differentiation |
| All acquisition, no retention | Leaky bucket | Balance full funnel |
| Guessing, not testing | Wastes resources | Validate assumptions |

## 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