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Marketing Super-Skill: Claude Code + Computer Merged

Purpose: A comprehensive marketing reference merging the best frameworks, templates, and workflows from Claude Code marketing skills and Perplexity Computer's built-in marketing skills into a single, unified playbook.

Last Updated: March 3, 2026

Table of Contents

1. Gap Analysis
2. Merged Skill: Content Creation & SEO
3. Merged Skill: Campaign Planning & Demand Gen
4. Merged Skill: Analytics & Performance
5. Merged Skill: Competitive Intelligence & PMM
6. Merged Skill: App Store Optimization (ASO)
7. Merged Skill: Prompt Engineering for Marketing
8. Unique Computer Capabilities Not in Claude Code

Gap Analysis

Feature Comparison Matrix

Summary of Gaps

Claude Code has but Computer lacks:

• Video script template
• Content repurposing matrix
• Caption writing formulas
• SEO brief template
• Launch checklist
• Experiment/test log
• Demand gen playbook
• Cohort analysis framework
• UTM taxonomy
• Win/loss analysis template
• Share of voice tracking
• Press release + media pitch templates
• Crisis communications playbook
• Tone spectrum + terminology governance

Computer has but Claude Code lacks:

• Marketing mix modeling
• Incrementality testing
• Full ASO framework
• Positioning map
• Prompt engineering library for marketing

Merged Skill: Content Creation & SEO

Philosophy

Great content serves three masters simultaneously: the reader (value, clarity, engagement), the algorithm (discoverability, structure, signals), and the brand (voice, positioning, trust). Every piece should be optimized for all three.

Blog Post Templates

Template 1: How-To / Tutorial Post

Title: How to [Achieve Specific Outcome] in [Timeframe/Steps]

Meta Description (150-160 chars): Learn how to [outcome] with this step-by-step guide. [Key benefit 1] and [key benefit 2]. [CTA].

INTRO (150-200 words)
- Open with the problem/pain point
- Acknowledge why it's hard
- Promise: "In this guide, you'll learn..."
- Quick credential/trust signal

WHAT YOU'LL NEED (optional)
- Prerequisites list
- Tools/resources needed

STEP 1: [Action Verb + Outcome]
[200-300 words per step]
- What to do
- Why it matters
- Common mistake to avoid
- Screenshot/visual cue

[Repeat for Steps 2-N]

PRO TIPS SECTION
- 3-5 advanced tips
- Link to related content

CONCLUSION
- Recap the steps
- Reinforce the outcome they'll achieve
- CTA: [Next step, related guide, or product]

FAQ SECTION (for SEO)
Q: [Common question]
A: [Concise answer — 50-100 words]
[3-5 FAQs]

Template 2: Listicle Post

Title: [Number] [Adjective] [Things] That [Benefit/Outcome]
Example: "17 Proven Email Subject Lines That Boost Open Rates"

INTRO (100-150 words)
- State the problem the list solves
- Why this list is different/better
- Quick navigation note if list is long

EACH LIST ITEM:
## [Number]. [Item Name]: [Optional Benefit Tagline]
[100-200 words]
- What it is
- Why it's on the list
- How to use it
- Example or data point

BONUS SECTION (optional)
- "Honorable mentions" for longer lists
- "What didn't make the cut and why"

CONCLUSION
- Which items to start with
- How to prioritize
- CTA

Template 3: Case Study Post

Title: How [Company/Person] [Achieved Specific Result] in [Timeframe]

EXECUTIVE SUMMARY (100 words)
- Client/subject
- Challenge
- Solution
- Result (lead with the number)

THE CHALLENGE
- Background on the company/situation
- Specific pain points
- What they had tried before
- Stakes: what happened if they didn't solve it

THE SOLUTION
- What was implemented
- Why this approach
- Timeline of implementation
- Key decisions made

THE RESULTS
- Primary metric with % change
- Secondary metrics
- Qualitative feedback/quote
- Before/after comparison table

KEY TAKEAWAYS
- 3-5 lessons applicable to reader
- What made this work
- How reader can apply it

NEXT STEPS / CTA

Template 4: Thought Leadership / Opinion Post

Title: [Contrarian Take] / [Prediction] / [Framework Name]
Examples: 
- "Why [Common Practice] Is Actually Hurting Your [Metric]"
- "The [New Framework] That Will Replace [Old Approach] by [Year]"

HOOK (50-100 words)
- Contrarian statement or bold prediction
- Who this challenges
- Why you're qualified to say it

THE CONVENTIONAL WISDOM
- Steel-man the position you're challenging
- Acknowledge what's right about it

WHY IT'S WRONG (OR INCOMPLETE)
- Your core argument
- Evidence/data
- Examples

THE BETTER FRAMEWORK
- Your alternative
- How it works
- Why it's superior

REBUTTALS
- Anticipate objections
- Address them honestly

CONCLUSION
- Restate the bold claim
- Call to action: challenge them to try your approach

Video Script Template

VIDEO: [Title]
Target length: [X minutes]
Platform: [YouTube / LinkedIn / TikTok / Webinar]
Goal: [Awareness / Education / Conversion]

[0:00-0:30] HOOK
- Open with problem, shocking stat, or bold claim
- "In this video, you'll learn..."
- Do NOT start with "Hey guys" or company intro

[0:30-1:00] CREDIBILITY + CONTEXT
- Why you / why now
- Brief framework preview

[1:00-X:XX] MAIN CONTENT
Section 1: [Topic] (~X minutes)
- Key point 1
- Key point 2
- Example or demo

Section 2: [Topic] (~X minutes)
[repeat structure]

[X:XX - X:XX] RECAP
- 3-bullet summary
- "The one thing to remember is..."

[Final 30 sec] CTA
- Specific next action
- Subscribe / like if applicable
- Link in description

B-ROLL NOTES: [List visual cues for editor]
LOWER THIRDS: [Text overlays to add]
MUSIC MOOD: [Upbeat / Serious / Inspirational]

Content Repurposing Matrix

Turn one long-form blog post into 10+ assets:

Caption Writing Formulas

AIDA (Attention → Interest → Desire → Action)

[ATTENTION] Shocking stat, bold claim, or question
[INTEREST] Why this matters to them specifically
[DESIRE] Paint the picture of the outcome
[ACTION] Clear, single CTA

Example:
"83% of B2B buyers make purchase decisions before talking to sales. 👀
That means your content is your first sales rep.
Imagine your blog doing the heavy lifting 24/7.
Download our content strategy template → [link]"

PAS (Problem → Agitate → Solve)

[PROBLEM] Name the pain
[AGITATE] Make it feel worse / more urgent
[SOLVE] Position your solution

Example:
"Posting every day but still getting zero traction?
It's not the frequency — it's the lack of a hook strategy.
Here's the 5-hook formula top creators use: [thread]"

Before-After-Bridge

[BEFORE] Current frustrating situation
[AFTER] Ideal end state
[BRIDGE] How to get there (your content/product)

Example:
"Before: Manually compiling weekly reports for 3 hours every Friday.
After: Auto-generated reports land in your inbox every Monday at 8am.
Bridge: Our new reporting integration — live today."

Headline Formulas (Combined: Claude Code + Computer)

From Computer's library:

1. How to [Do X] Without [Pain/Cost]
2. [Number] Ways to [Achieve Outcome] in [Timeframe]
3. The [Adjective] Guide to [Topic]
4. Why [Common Belief] Is Wrong (And What to Do Instead)
5. [Number] [Things] Every [Audience] Should Know About [Topic]
6. What [Respected Authority] Can Teach Us About [Topic]
7. The [Surprising/Counterintuitive] Truth About [Topic]

From Claude Code's SEO framework: 8. [Year]'s Best [Topic]: A Complete Guide 9. [Topic] for Beginners: Everything You Need to Know 10. [Topic] vs. [Topic]: Which Is Right for You? 11. How I [Achieved Result] in [Timeframe] (With Proof) 12. Stop [Doing Wrong Thing] — Do This Instead 13. The Only [Topic] Guide You'll Ever Need 14. [Number] Mistakes [Audience] Make with [Topic] (And How to Fix Them)

SEO Brief Template

CONTENT BRIEF

Target Keyword: [primary keyword]
Search Volume: [monthly]
Keyword Difficulty: [0-100]
Search Intent: [Informational / Navigational / Transactional / Commercial]
Target SERP Feature: [Featured snippet / People Also Ask / Image pack]

SECONDARY KEYWORDS:
- [kw 2]: [volume]
- [kw 3]: [volume]
- [kw 4]: [volume]

SEMANTIC TERMS TO INCLUDE: (LSI keywords)
[list 8-10]

COMPETITOR ANALYSIS:
| URL | DA | Word Count | Key Angle | Missing |
|---|---|---|---|---|
| [top result 1] | | | | |
| [top result 2] | | | | |
| [top result 3] | | | | |

CONTENT ANGLE: [What makes our piece 10x better?]
TARGET WORD COUNT: [X words]
CONTENT FORMAT: [Blog / Landing page / Pillar page / FAQ]

OUTLINE:
H1: [Title with primary keyword]
H2: [Section 1]
  H3: [Subsection]
H2: [Section 2]
[etc.]

INTERNAL LINKS TO INCLUDE:
- [URL + anchor text]

EXTERNAL AUTHORITY LINKS TO INCLUDE:
- [Source + why]

CTA GOAL: [What action should reader take?]
META TITLE (60 chars): 
META DESC (155 chars):

Content Calendar Template

MONTH: [Month Year]
Theme/Campaign: [Monthly focus]
Key Dates: [Holidays, product launches, events]

WEEKLY CADENCE:
Monday: [Content type + topic]
Tuesday: [Content type + topic]
Wednesday: [Content type + topic]
Thursday: [Content type + topic]
Friday: [Content type + topic]

CONTENT TRACKER:
| Date | Platform | Format | Topic/Title | Keyword | Status | Owner | Published URL |
|---|---|---|---|---|---|---|---|
| [date] | [platform] | [format] | [title] | [kw] | Draft/Review/Live | [name] | [url] |

MONTHLY METRICS TARGETS:
- Organic traffic: [X]
- New backlinks: [X]
- Email signups from content: [X]
- Social shares: [X]

Merged Skill: Campaign Planning & Demand Gen

Campaign Brief Template

CAMPAIGN BRIEF

Campaign Name: 
Fiscal Quarter: 
Campaign Owner: 
Approval Required From: 

─── STRATEGIC CONTEXT ───
Business Objective: [What company goal does this serve?]
Marketing Objective: [Awareness / Consideration / Conversion / Retention]
Target Audience:
  Primary: [Segment + persona]
  Secondary: [Segment + persona]
Geography: 
Language(s):

─── CAMPAIGN STRATEGY ───
Core Message: [1 sentence]
Value Proposition: [What's the offer/hook?]
Key Differentiator: [Why us vs. alternatives?]
Proof Points: [3 data points or testimonials]

Creative Concept:
[Describe the big idea in 2-3 sentences]

Tone & Voice: [Refer to brand guidelines section]

─── CHANNELS & BUDGET ───
| Channel | Tactic | Budget | % of Total | Owner |
|---|---|---|---|---|
| Paid Search | [e.g., Google Ads branded] | $X | X% | [name] |
| Paid Social | [e.g., LinkedIn Lead Gen] | $X | X% | [name] |
| Email | [e.g., nurture sequence] | $X | X% | [name] |
| Content | [e.g., blog + SEO] | $X | X% | [name] |
| Events | [e.g., webinar] | $X | X% | [name] |
| **Total** | | **$X** | **100%** | |

─── TIMELINE ───
| Phase | Dates | Milestones |
|---|---|---|
| Planning | [dates] | Brief approved, creative brief sent |
| Production | [dates] | Copy, creative, landing page |
| QA | [dates] | All assets reviewed and approved |
| Launch | [date] | Go live |
| Optimization | [dates] | Weekly reviews |
| Reporting | [date] | Final report delivered |

─── SUCCESS METRICS ───
| Metric | Baseline | Target | Stretch |
|---|---|---|---|
| [Primary KPI] | [current] | [goal] | [aspirational] |
| [Secondary KPI 1] | | | |
| [Secondary KPI 2] | | | |

─── ASSETS NEEDED ───
[ ] Landing page
[ ] Ad creative (list specs)
[ ] Email copy (list # of sends)
[ ] Blog post(s)
[ ] Social posts
[ ] Sales enablement materials
[ ] Webinar/event assets

─── DEPENDENCIES & RISKS ───
Dependencies: [List what needs to happen first]
Risks: [What could go wrong + mitigation]

Demand Gen Playbook

Stage 1: Awareness (Top of Funnel)

Goal: Get in front of the right people who don't know you yet.

Stage 2: Consideration (Middle of Funnel)

Goal: Convert aware prospects into engaged leads.

Stage 3: Decision (Bottom of Funnel)

Goal: Convert engaged leads into pipeline and customers.

Lead Scoring Model

DEMOGRAPHIC SCORE (max 50 points)
+ 20: Target industry match
+ 15: Target company size match  
+ 10: Target job title/function match
+ 5: Target geography match

BEHAVIORAL SCORE (max 50 points)
+ 20: Pricing page view
+ 15: Demo request (even if abandoned)
+ 10: Case study download
+ 8: Webinar attendance
+ 5: Blog/content visit (per session)
+ 3: Email open (per email)
+ 2: Email click (per click)
- 10: Unsubscribed from email
- 20: Competitor domain email

MQL THRESHOLD: 60+ points
SAL THRESHOLD: SDR reviews and accepts MQL
SQL THRESHOLD: Discovery call completed, qualified by BANT

Launch Checklist

PRE-LAUNCH (T-4 weeks)

• Campaign brief approved by all stakeholders
• Landing page created and QA'd
• UTM parameters set up (see UTM taxonomy section)
• Tracking pixels/tags verified in GTM
• CRM campaign created and linked
• Email sequences loaded and tested
• Ad creative designed and approved
• Legal/compliance review complete
• Budget approved and POs raised

PRE-LAUNCH (T-1 week)

• All ad accounts funded
• A/B test variants finalized
• SDR team briefed on campaign
• Sales enablement materials distributed
• Internal announcement drafted
• Social organic posts scheduled

LAUNCH DAY

• Campaigns activated (paid)
• Email send #1 deployed
• Social posts published
• Blog post published
• PR released (if applicable)
• Team Slack announcement sent
• Real-time monitoring started (check every 2 hours)

POST-LAUNCH (Week 1)

• Day 3 check: pacing, CTR, CPL vs. target
• Negative keyword list updated (paid search)
• Low-performing ad variants paused
• SDR follow-up velocity checked
• Landing page heatmap reviewed

POST-LAUNCH (Ongoing)

• Weekly performance report sent
• Bi-weekly creative refresh if CTR declining
• Monthly budget reallocation based on performance
• Campaign wrap report at conclusion

Experiment Log Template

EXPERIMENT LOG

Experiment ID: EXP-[YYYY-MM-DD]-[###]
Hypothesis: "By changing [X], we expect [Y] to improve by [Z]% because [reason]"
Type: A/B test / Multivariate / Sequential
Channel: 
Owner: 
Start Date: 
End Date: 
Sample Size Needed: [Use power calculator: n = ?]
Significance Level: 95%

CONTROL:
- Description: 
- Current baseline: [metric = X]

VARIANT(S):
- Variant A: [what changed]
- Variant B: [if multivariate]

RESULTS:
| Variant | Impressions | Clicks | Conv. | Conv. Rate | Stat Sig? |
|---|---|---|---|---|---|
| Control | | | | | — |
| Variant A | | | | | [Y/N] |

CONCLUSION:
[ ] Winner: [Control / Variant A / Variant B]
[ ] Inconclusive — extend test or increase sample
[ ] Loser — revert and document learnings

LEARNING:
[What did we learn that applies beyond this test?]

NEXT EXPERIMENT:
[What to test next based on these results]

Budget Allocation Framework

By Funnel Stage (B2B SaaS Benchmark)

By Channel (Growth-Stage B2B)

Merged Skill: Analytics & Performance

KPI Dashboard Template

MARKETING PERFORMANCE DASHBOARD
Reporting Period: [Week/Month/Quarter] ending [date]
Prepared by: [Name]
Distribution: [List]

━━━ EXECUTIVE SUMMARY ━━━
One-sentence summary of performance: [Green/Yellow/Red + key driver]

━━━ PIPELINE & REVENUE ━━━
| Metric | This Period | Prior Period | YoY | Target | Status |
|---|---|---|---|---|---|
| Marketing-Sourced Pipeline | $X | $X | X% | $X | 🟢/🟡/🔴 |
| Marketing-Influenced Pipeline | $X | $X | X% | $X | |
| Marketing-Sourced Revenue | $X | $X | X% | $X | |
| Pipeline Coverage Ratio | Xx | Xx | | Xx | |

━━━ DEMAND GENERATION ━━━
| Metric | This Period | Prior Period | Target |
|---|---|---|---|
| Total MQLs | | | |
| MQL → SQL Rate | | | |
| Total SQLs | | | |
| SQL → Opp Rate | | | |
| Total Opportunities | | | |
| CPL (Cost per Lead) | | | |
| CPMQL (Cost per MQL) | | | |

━━━ CHANNEL PERFORMANCE ━━━
| Channel | Spend | Leads | CPL | MQLs | CPMQL | Pipeline | ROI |
|---|---|---|---|---|---|---|---|
| Paid Search | | | | | | | |
| Paid Social | | | | | | | |
| Email | | | | | | | |
| Organic/SEO | | | | | | | |
| Events | | | | | | | |
| Total | | | | | | | |

━━━ CONTENT PERFORMANCE ━━━
| Metric | This Period | Target |
|---|---|---|
| Organic Sessions | | |
| New Organic Keywords Ranking | | |
| Top 3 Posts by Traffic | [list] | |
| New Backlinks | | |

━━━ EMAIL ━━━
| Metric | This Period | Benchmark |
|---|---|---|
| List Size | | |
| Deliverability Rate | | >98% |
| Open Rate | | >25% |
| CTR | | >3% |
| Unsubscribe Rate | | <0.2% |

━━━ INSIGHTS & ACTIONS ━━━
🟢 What's working:
- [Insight 1 + data]

🔴 What needs attention:
- [Issue 1 + data + proposed action]

📋 Next period priorities:
1. [Action]
2. [Action]

Attribution Modeling Guide

Model Comparison

Recommended Setup

FOR WEEKLY REPORTING: Last-touch (simplest; sales team alignment)
FOR CAMPAIGN PLANNING: Position-based (U-shaped)
FOR BUDGET DECISIONS: Marketing Mix Modeling (quarterly)
FOR BOARD REPORTS: Multi-touch with custom weights

TOOL STACK:
- HubSpot / Salesforce: Last-touch and linear built-in
- Rockerbox / Northbeam / Triple Whale: Multi-touch + MMM
- Google Analytics 4: Data-driven (requires 1000+ conversions/month)

UTM Taxonomy

Standard UTM Parameters

FORMAT:
[website]?utm_source=[source]&utm_medium=[medium]&utm_campaign=[campaign]&utm_content=[content]&utm_term=[term]

NAMING CONVENTIONS (always lowercase, hyphens not underscores)

utm_source: Where the traffic comes from
  - google, linkedin, facebook, instagram, twitter-x, newsletter,
    partner-[name], direct, salesforce, hubspot

utm_medium: The marketing channel
  - cpc (paid search), paidsocial, email, organic, referral, 
    affiliate, display, video, sms, podcast, print

utm_campaign: Campaign name [quarter]-[campaign-name]
  Format: q1-2024-brand-awareness, q2-2024-product-launch-v2
  
utm_content: Ad variant or content piece
  - carousel-ad-a, text-ad-b, hero-image-1, cta-learnmore
  - blog-post-slug, email-header-cta

utm_term: Paid keyword (paid search only)
  - [keyword] — auto-populated with {keyword} ValueTrack

UTM Governance Rules

1. Never use UTMs on internal links — breaks session attribution
2. Always lowercase — UTMs are case-sensitive in GA4
3. Use a URL builder — prevents typos (Google's, or build your own)
4. Document every UTM in a central spreadsheet before launching
5. Test all UTMs before campaign goes live
6. Quarterly audit — find orphaned UTMs and broken links

Cohort Analysis Framework

COHORT ANALYSIS: [Metric] by [Cohort Type]
Period: [Month/Quarter]
Cohort Definition: Users who [action] in [time period]

RETENTION TABLE (example: monthly email cohorts)
         Month 0  Month 1  Month 2  Month 3  Month 6  Month 12
Jan 2024:  100%     68%      54%      47%      38%      31%
Feb 2024:  100%     71%      57%      51%      41%      —
Mar 2024:  100%     69%      55%      —        —        —

KEY METRICS:
- Month 1 Retention: [X%] (target: >60%)
- 3-Month Retention: [X%] (target: >40%)
- 12-Month Retention: [X%] (target: >25%)

SEGMENT COMPARISONS:
| Cohort Segment | M1 Retention | M3 Retention | Observation |
|---|---|---|---|
| Organic search | | | |
| Paid social | | | |
| Email | | | |
| Direct | | | |

ACTIONS:
- Highest retention source: [X] → scale investment
- Lowest retention source: [X] → investigate + improve or cut

Marketing Mix Modeling (MMM)

From Computer's analytics skill — enterprise-grade measurement

When to Use MMM

• You have 2+ years of weekly marketing spend data
• You run campaigns across offline + online channels
• You need to measure channels that can't be tracked (TV, OOH, radio)
• You're facing attribution signal loss (iOS 14.5+, cookie deprecation)
• You want to understand true incrementality vs. correlation

MMM Framework

INPUTS REQUIRED:
- Weekly spend by channel (2+ years)
- Weekly revenue/conversions
- External factors: seasonality, holidays, competitor spend (if available)
- Price/promotion data

KEY OUTPUTS:
- ROI by channel
- Saturation curves (at what spend level does a channel plateau?)
- Optimal budget allocation
- Baseline vs. incremental revenue
- Halo effects (e.g., does TV lift search?)

FRAMEWORK STEPS:
1. Data Collection & Cleaning (2-3 weeks)
   - Standardize all spend data to weekly grain
   - Align revenue data to same grain
   - Identify anomalies (COVID, supply issues)

2. Exploratory Analysis (1 week)
   - Correlation matrix: spend vs. revenue by channel
   - Lag analysis: how many weeks delay per channel?
   - Seasonality decomposition

3. Model Build (2-4 weeks)
   - Multiplicative or additive model?
   - Adstock transformation for carry-over effects
   - Diminishing returns curves per channel

4. Validation (1-2 weeks)
   - Back-test: does model predict holdout periods?
   - MAPE target: < 10%

5. Scenario Planning
   - "What if" budget shifts
   - Saturation curve analysis
   - Optimal budget frontier

TOOLS:
- Open source: Meta Robyn (R), Google LightweightMMM (Python)
- Commercial: Analytic Partners, Nielsen, Neustar, Ekimetrics

Incrementality Testing

From Computer's analytics skill

Geo-Based Holdout Test

OBJECTIVE: Measure true incremental lift from [channel/campaign]

SETUP:
1. Select test and control markets (matched on: size, demographics, baseline conversion rate)
2. Run campaign in TEST markets only
3. Dark (turn off) campaign in CONTROL markets
4. Duration: minimum 4 weeks; ideally 8 weeks

METRICS:
- Conversion rate: Test markets vs. Control markets
- Incremental lift % = (Test CvR - Control CvR) / Control CvR
- Incremental revenue = Total revenue × incremental lift %
- True ROAS = Incremental revenue / Media spend

COMMON PITFALLS:
- Markets that are too different baseline → use matching algorithm
- Too short → not enough time to see signal
- Spillover → test and control markets too geographically close
- Event contamination → news, weather, competitor promos during test

Merged Skill: Competitive Intelligence & PMM

Competitor Battlecard Template

BATTLECARD: [Competitor Name]
Last Updated: [Date]
Owner: [PMM Name]

─── QUICK SUMMARY ───
Positioning: [Their 1-sentence value prop]
Target Segment: [Who they go after]
Price Point: [Relative to us: premium/parity/discount]
Strengths: [Top 3]
Weaknesses: [Top 3]
Our Win Rate vs. Them: [X%]

─── THEIR MESSAGING ───
Tagline: 
Hero Message:
Key Claims:
1. 
2. 
3. 

─── FEATURE COMPARISON ───
| Feature | Us | [Competitor] | Notes |
|---|---|---|---|
| [Feature 1] | ✅ Best-in-class | ✅ Adequate | We win on [specific differentiator] |
| [Feature 2] | ✅ | ❌ | Major gap for them |
| [Feature 3] | ⚠️ Roadmap | ✅ Strong | Acknowledge; bridge to roadmap |
| [Feature 4] | ❌ | ✅ | Reframe: "[Feature 4] matters less than [our strength] because..." |

─── HOW TO WIN ───
Lead with: [Our strongest differentiator vs. this competitor]
Discovery question: "[Question that surfaces their weakness]"
Proof point: [Customer who switched from them + result]

OBJECTION HANDLING:
Objection: "[Competitor] has [feature we lack]"
Response: "[Acknowledge + reframe + redirect to our strength]"

Objection: "[Competitor] is cheaper"
Response: "[TCO argument + value proof point]"

─── TRAP-SETTING QUESTIONS ───
Questions to ask in discovery that favor us:
1. "How important is [our differentiator] to your team?"
2. "What's your current process for [thing we do better]?"
3. "Have you calculated the cost of [problem we solve better]?"

─── INTEL SOURCES ───
- G2/Capterra reviews: [link]
- LinkedIn: [link]
- Pricing page: [link]
- Job postings (signals): [observation]
- Recent news: [summary]

Win/Loss Analysis Template

WIN/LOSS ANALYSIS
Quarter: [Q]
Total Deals Analyzed: [N]
Overall Win Rate: [X%]
Data Source: [CRM export + customer interviews]

─── WIN REASONS ───
| Reason | Frequency | % of Wins | Rep Quote |
|---|---|---|---|
| Superior [feature] | X | X% | "Customers cited..." |
| Better support/onboarding | X | X% | |
| Price/value ratio | X | X% | |
| Brand/trust | X | X% | |
| Champion advocacy | X | X% | |

─── LOSS REASONS ───
| Reason | Frequency | % of Losses | Action |
|---|---|---|---|
| Lost to [Competitor A] | X | X% | Update battlecard; escalate feature gap |
| No decision / status quo | X | X% | Improve business case materials |
| Price too high | X | X% | Review packaging; improve ROI story |
| Missing [feature] | X | X% | Escalate to product |
| Poor champion | X | X% | Improve multi-threading playbook |

─── COMPETITIVE BREAKDOWN ───
| Competitor | Head-to-Head Deals | Our Win Rate | Trend |
|---|---|---|---|
| [Competitor A] | X | X% | ↑ / ↓ / → |
| [Competitor B] | X | X% | |

─── PRODUCT GAPS IDENTIFIED ───
| Gap | Loss Impact | Priority | Product Team Response |
|---|---|---|---|
| [Feature X] | X deals / $X ARR | P1 | On roadmap Q[X] |

─── MESSAGING GAPS ───
[What are buyers misunderstanding about us?]
[What competitor claims are most damaging?]

─── RECOMMENDED ACTIONS ───
1. PMM: Update [battlecard/deck/one-pager] by [date]
2. Sales: Retrain on [objection] by [date]
3. Product: Review [feature gap] for prioritization
4. Marketing: Create content addressing [misconception]

Share of Voice Tracking

SHARE OF VOICE REPORT
Period: [Month/Quarter]

─── SEARCH SHARE OF VOICE ───
[Use tools: SEMrush, Ahrefs, Moz]

| Competitor | Estimated Monthly Organic Traffic | SOV % | YoY Change |
|---|---|---|---|
| Us | X | X% | |
| [Competitor A] | X | X% | |
| [Competitor B] | X | X% | |
| Others | X | X% | |

Key keyword battles:
| Keyword | Our Rank | Comp A Rank | Comp B Rank |
|---|---|---|---|
| [head term] | | | |
| [secondary kw] | | | |

─── SOCIAL SHARE OF VOICE ───
[Use tools: Brandwatch, Mention, Sprout Social]

| Brand | Mentions (period) | SOV % | Sentiment |
|---|---|---|---|
| Us | X | X% | X% positive |
| [Competitor A] | X | X% | |

─── PR / EARNED MEDIA SOV ───
| Brand | Articles | SOV % | Top Publication |
|---|---|---|---|
| Us | X | X% | |
| [Competitor A] | X | X% | |

─── ACTIONS ───
- Keyword gaps to close: [list]
- Topics competitors dominate: [list + content plan]
- Brand sentiment issues: [list + response plan]

Positioning Map Framework

From Computer's PMM skill — visual strategic tool

POSITIONING MAP

Step 1: Choose your axes
- X-axis: [Dimension 1, e.g., "Ease of Use" → "Power/Complexity"]
- Y-axis: [Dimension 2, e.g., "Enterprise-focused" → "SMB-focused"]

Choose axes that:
a) Matter to your buyers (validated in research)
b) Differentiate players in your market
c) Favor your position

Step 2: Plot competitors
[Create 2x2 with competitors placed by perception]

Step 3: Identify white space
- Where are there no competitors?
- Is that white space desirable (demand) or empty for a reason (no market)?

Step 4: Validate with research
- Survey buyers: "Where would you place each vendor on these dimensions?"
- Win/loss data: What attributes did you win/lose on?

Step 5: Use in messaging
- Your position = the "owned" quadrant
- Your category name should imply your position
- Every piece of content should reinforce your axis values

COMMON AXIS PAIRS BY MARKET:
| Market | X-axis | Y-axis |
|---|---|---|
| CRM | Ease of use ← → Customization | SMB ← → Enterprise |
| Analytics | Self-serve ← → Full-service | Descriptive ← → Predictive |
| Security | Point solution ← → Platform | Reactive ← → Proactive |
| MarTech | Channel-specific ← → All-in-one | Campaign ← → Lifecycle |

Merged Skill: App Store Optimization (ASO)

From Computer's unique skill set — comprehensive framework for mobile app growth

ASO Foundation

ASO is the process of optimizing mobile apps in the App Store (iOS) and Google Play to maximize organic visibility and conversion. It has two components:

1. Keyword Optimization — getting found (impressions)
2. Conversion Rate Optimization — getting installed (CVR)

These must be optimized together. High impressions with low CVR = wasted visibility. High CVR with low impressions = ceiling on growth.

Keyword Research Process

STEP 1: SEED LIST GENERATION
Sources:
- Your app's own description and category
- Top competitor apps (read their metadata)
- User reviews (exact language users use)
- App Store Search Ads suggested terms
- Apple Search Ads keyword tool
- Google Keyword Planner (proxy for intent)
- AppFollow, Sensor Tower, or AppTweak for volume data

STEP 2: KEYWORD EVALUATION MATRIX
| Keyword | Search Volume (1-10) | Difficulty (1-10) | Relevance (1-10) | Priority Score |
|---|---|---|---|---|
| [kw] | | | | (Vol × Rel) / Diff |

STEP 3: KEYWORD PLACEMENT HIERARCHY
Priority 1 — App Name/Title (highest weight)
Priority 2 — Subtitle (iOS) / Short Description (Android)
Priority 3 — Keyword Field (iOS only, 100 chars)
Priority 4 — Description (Android indexes this; iOS does not)

STEP 4: RULES
- Do NOT repeat keywords across fields (no bonus for repetition)
- Do NOT include your app name in the keyword field
- DO use singular OR plural (not both)
- DO include competitor brand names (if allowed by policy)
- DO localize — don't just translate; research local search terms

App Store Listing Optimization

Title Formula

[Brand Name]: [Primary Keyword] + [Secondary Keyword]
Max: 30 characters (iOS), 50 characters (Android)

Examples:
"Duolingo: Language Lessons" — brand + primary kw
"Calm: Sleep & Meditation" — brand + two kws
"Robinhood: Investing for All" — brand + kw + value prop

Screenshots Optimization

SCREENSHOT STRATEGY:
Screenshot 1 (most important — shown in search results):
- Feature your #1 value prop
- Bold headline text (5-7 words max)
- Show product UI (real, not mockup)
- High contrast; readable at thumbnail size

Screenshots 2-3:
- Address top objections or secondary benefits
- Sequential story ("problem → solution" or "feature 1 → feature 2")

Screenshots 4-10:
- Social proof (ratings, awards, press)
- Key features
- Use case scenarios

DESIGN RULES:
- Consistent color scheme across all screenshots
- Overlay text on every screenshot (images alone don't convert)
- Portrait vs. landscape: test both for your category
- Localize screenshots for top markets (text + cultural imagery)

Preview Video

APP PREVIEW VIDEO:
Length: 15-30 seconds (sweet spot)
First 3 seconds: Most compelling moment (autoplay is muted)
Structure:
  0-3s: Hook (what does this app DO — show, don't tell)
  3-15s: Core value props (3 max)
  15-30s: CTA or brand moment

TECHNICAL SPECS:
- iOS: Up to 3 videos, portrait or landscape, H.264 or HEVC
- Android: YouTube URL embedded in Play Store listing
- Subtitles: Required (muted autoplay)

Conversion Rate Optimization (CVR) for App Store

CVR BENCHMARKS BY CATEGORY (median, iOS App Store):
- Games: 30-35%
- Utilities: 25-30%
- Health & Fitness: 20-25%
- Finance: 15-20%
- Productivity: 20-25%
- Social: 25-30%

FACTORS AFFECTING CVR:
1. Icon (A/B test via App Store Product Page Optimization)
2. Screenshots (biggest lever; test arrangement and creative)
3. Preview video (can ↑ CVR 25-30% if done well)
4. Ratings & reviews (below 4.2 stars = significant CVR drop)
5. App name subtitle (second line in search results)
6. Ratings count (500+ = trust threshold for most categories)

A/B TESTING:
- iOS: App Store Product Page Optimization (PPO) — up to 3 variants
- Android: Google Play Store Listing Experiments — up to 3 variants
- Test one variable at a time: icon OR screenshots OR video
- Minimum run time: 7 days; recommended: 4-6 weeks
- Significance threshold: 90%+ confidence

RATINGS & REVIEWS STRATEGY:
- Prompt for ratings at high-satisfaction moments only
  (post-achievement, post-save, post-positive action)
- Use SKAdNetwork + Smart App Banners for attribution
- Respond to all negative reviews within 48 hours
- Monitor: AppFollow, Appbot, or ReviewTrackers

ASO Metrics & Reporting

ASO DASHBOARD — WEEKLY METRICS

━━━ VISIBILITY ━━━
| Metric | This Week | Prior Week | Target |
|---|---|---|---|
| Keyword Rankings (avg position, tracked set) | | | |
| # Keywords in Top 10 | | | |
| # Keywords in Top 50 | | | |
| Estimated Organic Impressions | | | |
| Category Ranking (top category) | | | |

━━━ CONVERSION ━━━
| Metric | This Week | Prior Week | Benchmark |
|---|---|---|---|
| App Store Impressions | | | |
| Product Page Views | | | |
| Tap-Through Rate (Impressions → Page Views) | | | |
| Conversion Rate (Page Views → Installs) | | | |
| Total Organic Installs | | | |

━━━ REPUTATION ━━━
| Metric | Current | Change | Target |
|---|---|---|---|
| Average Rating (current version) | | | >4.5 |
| Total Ratings (all versions) | | | |
| Review Response Rate | | | >90% |
| Sentiment Score | | | >80% positive |

Merged Skill: Prompt Engineering for Marketing

From Computer's unique capabilities — full prompt engineering framework adapted for marketing use cases

Core Prompting Principles

1. Role Prompting

Assign a specific expert identity to get expert-quality output.

FORMAT:
"You are a [specific expert role] with [X years] experience in [domain].
You specialize in [specific niche]. You have worked with [context]."

EXAMPLES:
"You are a senior B2B content strategist with 10 years of experience 
in SaaS marketing. You specialize in thought leadership content for 
CFOs and finance leaders at mid-market companies."

"You are an expert email copywriter who has written for Hubspot, 
Marketo, and Intercom. Your emails have been studied as best-in-class 
for their clarity, personalization, and conversion rates."

"You are a brand strategist who has led rebranding projects at 
Fortune 500 companies. You think in frameworks and always connect 
messaging back to positioning strategy."

2. Context Injection

Give the model everything it needs before asking for output.

CONTEXT INJECTION TEMPLATE:

PRODUCT: [Name, category, primary function]
TARGET AUDIENCE: [Persona, job title, company size, pain points]
TONE & VOICE: [Adjectives, examples of on-brand writing]
BRAND RULES: [What to avoid, required disclaimers]
COMPETITIVE CONTEXT: [How we differ from alternatives]
GOAL: [What action should this content drive?]
FORMAT REQUIREMENTS: [Length, structure, platform]

EXAMPLE:
PRODUCT: Acme — an AI-powered expense management platform for SMBs
TARGET AUDIENCE: Finance managers at 50-500 person companies; frustrated 
  with manual expense reports; time-poor; skeptical of "AI" claims
TONE: Confident, direct, no fluff. Like a trusted finance colleague, 
  not a vendor pitch.
BRAND RULES: Never use the word "revolutionary". Always quantify claims.
COMPETITIVE CONTEXT: We're faster to implement than Concur (2 weeks vs 
  6 months) and cheaper than Expensify at scale.
GOAL: Email open → click to demo landing page
FORMAT: Cold email, 5-7 sentences, subject line + body + CTA

3. Chain-of-Thought Prompting

For complex marketing strategy work, force step-by-step reasoning.

FORMAT: Add "Think step by step" or structure the steps explicitly.

EXAMPLE — Campaign Strategy:
"Before writing the campaign brief, think through the following:
1. Who is the exact audience for this campaign? List 3 specific personas.
2. What is the ONE thing they need to believe to take action?
3. What objections do they have to that belief?
4. What proof points overcome each objection?
5. What channel reaches them with highest signal-to-noise?

Now, using your answers above, write the campaign brief."

4. Few-Shot Examples

Show the model what good looks like before asking for output.

FORMAT:
"Here are 3 examples of [content type] that are on-brand for us:

EXAMPLE 1:
[Paste example]

EXAMPLE 2:
[Paste example]

EXAMPLE 3:
[Paste example]

Now write a [content type] for [new topic] in the same style."

WHEN TO USE:
- When you have existing on-brand content to reference
- When style/tone is hard to describe but easy to show
- When previous AI outputs were off-brand
- For social captions, email subject lines, ad headlines

5. Output Format Control

Be explicit about structure, length, and format.

FORMAT CONTROL COMMANDS:
- "Write exactly [N] words."
- "Use bullet points only. No prose."
- "Respond in JSON format with keys: [key1], [key2], [key3]."
- "Write 5 variations. Label them Variant A through E."
- "Output a markdown table with columns: [col1], [col2], [col3]."
- "Write at a 6th-grade reading level."
- "Use only short sentences. Max 15 words per sentence."
- "Do not use the words: [list]. Find synonyms."

Marketing Prompt Library

Content Creation Prompts

BLOG POST OUTLINE:
"You are an expert SEO content strategist. Create a detailed outline 
for a blog post targeting the keyword '[keyword]'. The post should:
- Rank for [intent type] search intent
- Be comprehensive enough to earn featured snippets
- Include FAQ section targeting People Also Ask
- Be structured for [audience type]
Include: H1, H2s, H3s, word count per section, and internal link suggestions."

HEADLINE VARIATIONS:
"Generate 10 headline variations for a blog post about [topic].
Use these formulas: How-to, Listicle, Question, Contrarian, 
Data-led, and 'Ultimate Guide'. 
The target keyword is [keyword]. 
Each headline should be under 65 characters.
Mark your top 3 picks with a ★."

SOCIAL CAPTION:
"Write a LinkedIn post about [topic/announcement] for [company].
- Tone: [professional/conversational/provocative]
- Audience: [persona]
- Include: a hook, 3 key points, and a question to drive comments
- Length: 150-200 words
- Do not use emojis or hashtags"

EMAIL SUBJECT LINES:
"Generate 15 email subject line options for an email about [topic].
The email goes to [audience] in the [stage] of our funnel.
Include: curiosity gaps, benefit-led, number-led, question-based, 
and personalization token variants.
Mark the 5 you'd A/B test first."

Campaign Strategy Prompts

AUDIENCE RESEARCH:
"You are a market researcher specializing in B2B SaaS.
I need a deep-dive profile of [persona: e.g., VP of Marketing at a 
50-200 person SaaS company].

Provide:
1. Day-in-the-life narrative (what does their day look like?)
2. Top 5 professional frustrations
3. Top 3 career aspirations
4. Where they consume content (channels + publications)
5. How they make buying decisions (process + influencers)
6. Language they use to describe their problems (exact phrases)
7. What would make them immediately dismiss a vendor

Be specific. Use first-person language where it helps."

MESSAGING FRAMEWORK:
"Develop a messaging framework for [product/feature/campaign].
Structure:
1. Positioning statement (Geoffrey Moore format)
2. Elevator pitch (30 seconds)
3. Value propositions (3 tiers: business, functional, emotional)
4. Proof points for each value prop
5. Objection-response pairs (top 5)
6. Tagline options (5 variants)"

CAMPAIGN CONCEPT:
"We're launching a campaign for [product/offer] targeting [audience].
Budget: [range]. Timeline: [dates]. Goal: [objective + metric].

Propose 3 distinct campaign concepts. For each:
1. Campaign name and tagline
2. Big idea (the creative insight)
3. Hero channel and format
4. Supporting channels
5. Key messages for each audience segment
6. Why this concept will resonate with [audience]"

Analytics & Reporting Prompts

PERFORMANCE ANALYSIS:
"I'm sharing [time period] marketing performance data.
[Paste data or describe metrics]

Analyze:
1. What's performing above expectations and why?
2. What's underperforming and what are the likely causes?
3. What optimizations should we make in the next 30 days?
4. What does this data suggest about our strategy for next quarter?
5. What data are we missing that would sharpen this analysis?

Be specific. Use the numbers. Avoid generic advice."

BUDGET REALLOCATION:
"Based on this channel performance data: [paste data]

Recommend a budget reallocation for next month.
Assumptions: Total budget stays at $[X]. 
Objective: Maximize [MQLs / pipeline / revenue].

Provide:
1. Recommended allocation by channel (table with $, %, change from current)
2. Rationale for each increase and decrease
3. Expected impact on [primary KPI]
4. Risks of this reallocation and mitigations"

Competitive Intelligence Prompts

COMPETITOR ANALYSIS:
"Analyze [competitor name] as if you were their CMO.
1. What is their current positioning and messaging strategy?
2. Who is their ideal customer profile (ICP)?
3. What content themes and formats do they prioritize?
4. What are their top 3 marketing strengths?
5. Where are their biggest marketing vulnerabilities?
6. What moves would you predict they'll make in the next 12 months?
7. How should we respond to their strategy?"

BATTLECARD DEVELOPMENT:
"Create a sales battlecard for [competitor] that our SDRs can use 
in a 2-minute conversation.

Include:
1. Their pitch in one sentence (steel-man it)
2. Our three-word response to their main claim
3. One discovery question that exposes their weakness
4. Our #1 proof point against them
5. The customer who switched from them (or hypothetical quote)
6. When we lose to them and why (be honest)"

Unique Computer Capabilities Not in Claude Code

What Computer Can Do That Traditional Marketing Skills Cannot

Persona Simulation Workflow

Unique Computer capability — test your messaging before spending $

WORKFLOW: Message Testing via Persona Simulation

STEP 1: Define the persona
"For the rest of this conversation, you are [Persona Name].
[Detailed description: role, company, pain points, background, 
attitudes toward vendors, what you've tried before]
Respond as this person would in real life — including skepticism, 
business jargon, and gut reactions."

STEP 2: Show them your message
"I'm going to show you a piece of marketing content. React as [Persona] 
would if they encountered this in the wild. Be honest and critical."
[Paste your ad, email, landing page, etc.]

STEP 3: Debrief
"Now step out of character. Based on your simulation:
1. What would likely resonate with this persona?
2. What would make them skeptical or disengage?
3. What questions would this messaging leave unanswered?
4. What one change would most improve this content for this persona?"

STEP 4: Iterate
Revise based on feedback, then re-run simulation.

USE CASES:
- Email subject line testing ("Which of these 5 would you open?")
- Landing page headline testing
- Cold outreach review
- Objection mapping
- Pricing page review

Real-Time Competitive Intelligence Workflow

WORKFLOW: Weekly Competitive Pulse Check

PROMPT TEMPLATE:
"Research [competitor name] and summarize:
1. Any new product announcements or feature launches in the past 30 days
2. Changes to their pricing page (if accessible)
3. New content they've published (blog, case studies, guides)
4. Job postings that signal strategic direction
5. Social media campaigns currently running
6. Any press coverage or mentions in industry publications

Format as a competitive intel brief with an 'Implications for Us' section."

CADENCE RECOMMENDATION:
- Tier 1 competitors (head-to-head): Weekly
- Tier 2 competitors (adjacent): Monthly  
- Market signals (VC funding, M&A, category news): Weekly scan

TRIGGER ALERTS FOR:
- Pricing changes (bookmark their pricing page)
- New case studies (sign up for their blog)
- Job postings (set LinkedIn alert for their company + marketing roles)
- G2 reviews (monitor for patterns in recent reviews)

PR & Communications Templates

From Claude Code's library — not in Computer's built-in skills

Press Release Template

FOR IMMEDIATE RELEASE

[HEADLINE — Present tense, active voice, key news in <100 chars]
[SUBHEADLINE — Supporting detail or key stat]

[City, Date] — [Company Name], [brief descriptor], today announced 
[what was announced]. [Second sentence: why it matters + key benefit].

"[Quote from executive — reaction to the news, strategic significance.]"
said [Name], [Title], [Company].

[Paragraph 2: Context and details — what it is, how it works, 
when it's available, who it's for]

[Paragraph 3: Customer quote or data point validating the announcement]

"[Customer or partner quote here.]"
said [Name], [Title], [Company].

[Paragraph 4: Additional context, market opportunity, background]

[BOILERPLATE]
About [Company Name]
[2-3 sentences: what the company does, founding year, key traction metric, 
headquarters. Same text used in every press release.]

Media Contact:
[Name]
[Email]
[Phone]
[Website]

Media Pitch Template

SUBJECT: [Newsy, specific subject line — not a PR subject line]
Examples:
- "Data: 73% of remote workers are burning out faster in 2024"
- "Exclusive: [Company] launching [thing] — first look?"
- "Source for your story on [topic they recently covered]"

BODY:
[Personalized hook — reference their specific recent article or beat]

[1-sentence news hook: what's the story?]

[2-3 sentences: why this matters NOW, data/proof, timeliness]

[The ask — be specific]
"Would you be interested in an exclusive briefing / data embargo / 
source interview for your coverage of [topic]?"

[What you can offer]
- Exclusive data from [X] survey of [N] respondents
- Executive interview: [Name, Title]
- Customer case study access
- Embargo until [date]

[Signature]
[Name] | [Title] | [Company]
[Phone] | [Email]

NOTES:
- Keep total email under 150 words
- Follow up once, 3-5 business days later
- Do NOT mass blast — personalize every pitch
- Target journalists who COVER your beat, not just any journalist

Crisis Communications Playbook

CRISIS RESPONSE FRAMEWORK

STEP 1: TRIAGE (First 30 minutes)
[ ] Confirm the facts — what happened, what's verified vs. rumored?
[ ] Assess severity: [P1: Existential / P2: Reputational / P3: Operational]
[ ] Assemble response team: CEO/exec, Legal, PR lead, CS lead
[ ] Hold on all scheduled social/email until reviewed
[ ] Set up monitoring: Google Alerts, social listening, news monitoring

STEP 2: INITIAL RESPONSE (Within 2 hours for P1/P2)
Key principle: Acknowledge before you have all the answers.

Initial statement template:
"We are aware of [situation]. We take [this matter / the safety of 
our customers / data privacy] extremely seriously. We are investigating 
and will provide an update by [specific time]. 
[If needed: immediate action we've taken]." 

Channels for initial statement:
- Website banner / status page
- Social media (Twitter/X first, then LinkedIn)
- Direct email to affected customers
- Proactive media outreach (get ahead of the story)

STEP 3: DETAILED RESPONSE (Within 24 hours)
Structure:
1. What happened (facts only — no speculation)
2. Who was affected and how
3. What we did immediately
4. What we are doing next
5. What we are doing to prevent recurrence
6. How affected parties can get help / be made whole

TONE GUIDELINES:
✅ Do: Own it, be specific, show empathy, commit to actions
❌ Don't: Minimize, deflect, use passive voice ("mistakes were made")
❌ Don't: Go silent, over-lawyer the statement, make it about the company

STEP 4: ONGOING COMMUNICATION
- Update cadence: Every 24 hours until resolved
- Designate single spokesperson
- Brief internal teams before external communications
- Document everything for post-mortem

STEP 5: POST-CRISIS
[ ] Post-mortem: What happened, why, what we learned
[ ] Process improvements implemented
[ ] Customer recovery program (if needed)
[ ] Media follow-up: share resolution story
[ ] Internal learnings shared across team

This merged skill document is a living reference combining the best of Claude Code's structured marketing templates and Computer's built-in marketing skills. Use as a living reference — update as your team's processes evolve.