aitytech/marketing-fundamentals

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.

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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