{"slug":"aitytech-marketing-fundamentals","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.","long_description":"---\nname: marketing-fundamentals\nversion: \"1.0.0\"\nbrand: AgentKits Marketing by AityTech\ncategory: core\ndifficulty: beginner\ndescription: Core marketing concepts, psychology, and frameworks for effective marketing. Use for foundational knowledge on funnels, customer journey, positioning, value propositions, and marketing psychology.\ntriggers:\n  - marketing basics\n  - funnel\n  - TOFU\n  - MOFU\n  - BOFU\n  - customer journey\n  - positioning\n  - value proposition\n  - marketing framework\nprerequisites: []\nrelated_skills:\n  - marketing-psychology\n  - brand-building\n  - content-strategy\nagents:\n  - researcher\n  - brainstormer\n  - planner\nmcp_integrations:\n  optional:\n    - google-analytics\nsuccess_metrics:\n  - funnel_conversion\n  - customer_acquisition\n---\n\n# Marketing Fundamentals\n\nCore marketing concepts, psychology, and frameworks for effective marketing execution.\n\n## Language & Quality Standards\n\n**CRITICAL**: Respond in the same language the user is using. If Vietnamese, respond in Vietnamese. If Spanish, respond in Spanish.\n\n**Standards**: Token efficiency, sacrifice grammar for concision, list unresolved questions at end.\n\n---\n\n## When to Use This Skill\n\nApply marketing fundamentals when:\n- Working on any marketing task requiring foundational knowledge\n- Understanding customer psychology and behavior\n- Applying marketing frameworks (funnel, journey, positioning)\n- Creating value propositions and messaging\n- Designing customer acquisition strategies\n\n## Core Concepts\n\n### Marketing Funnel (TOFU/MOFU/BOFU)\n\n**Top of Funnel (TOFU) - Awareness**\n- Stage: Problem-aware → Solution-aware\n- Content: Educational, thought leadership, entertainment\n- Metrics: Reach, impressions, traffic, brand awareness\n- Channels: SEO, social, paid awareness, PR\n\n**Middle of Funnel (MOFU) - Consideration**\n- Stage: Solution-aware → Product-aware\n- Content: Comparison guides, case studies, webinars\n- Metrics: Engagement, leads, MQLs, email signups\n- Channels: Content marketing, email, retargeting\n\n**Bottom of Funnel (BOFU) - Decision**\n- Stage: Product-aware → Most-aware\n- Content: Demos, trials, testimonials, pricing\n- Metrics: SQLs, opportunities, conversion rate\n- Channels: Direct sales, demos, free trials\n\n**Post-Purchase - Retention**\n- Stage: Customer → Advocate\n- Content: Onboarding, tutorials, community\n- Metrics: NPS, retention, expansion, referrals\n- Channels: Customer success, email, community\n\n### Customer Journey Mapping\n\n| Stage | Question | Touchpoints | Emotions |\n|-------|----------|-------------|----------|\n| Awareness | How do they discover you? | Ads, content, referral | Curious, skeptical |\n| Research | What information do they seek? | Website, reviews, social | Interested, cautious |\n| Consideration | What options do they compare? | Competitors, features | Evaluating, anxious |\n| Decision | What triggers the purchase? | Demo, trial, offer | Confident, excited |\n| Experience | What happens post-purchase? | Onboarding, support | Hopeful, validated |\n| Advocacy | What makes them recommend? | Results, delight | Satisfied, proud |\n\n### Value Proposition Design\n\n**Jobs-to-be-Done Framework**:\n- **Functional Jobs**: Tasks to complete (save time, reduce costs)\n- **Social Jobs**: How they want to be perceived (look smart, be respected)\n- **Emotional Jobs**: How they want to feel (confident, secure, relieved)\n\n**Value Proposition Canvas**:\n| Customer Profile | Value Map |\n|------------------|-----------|\n| Jobs | Products & Services |\n| Pains | Pain Relievers |\n| Gains | Gain Creators |\n\n### Positioning Framework\n\n**Elements of Strong Positioning**:\n1. **Target Audience**: Specific segment, not \"everyone\"\n2. **Frame of Reference**: Category you compete in\n3. **Point of Differentiation**: Why different AND better\n4. **Reason to Believe**: Proof points and credentials\n\n**Positioning Statement Template**:\n> For [target audience] who [need/opportunity], [product name] is a [category] that [key benefit]. Unlike [competitors], we [unique differentiator] because [reason to believe].\n\n### Marketing Psychology Principles\n\n| Principle | Definition | Application |\n|-----------|------------|-------------|\n| Reciprocity | People return favors | Free value → paid |\n| Social Proof | Following the crowd | Testimonials, numbers |\n| Scarcity | Fear of missing out | Limited time/quantity |\n| Authority | Trust experts | Credentials, endorsements |\n| Consistency | Honoring commitments | Small yes → big yes |\n| Liking | Buy from those we like | Personality, relatability |\n\n### Marketing Metrics Framework\n\n| Category | Metrics | Healthy Range |\n|----------|---------|---------------|\n| Acquisition | CAC, CPL, CPC | CAC < 1/3 LTV |\n| Activation | Trial-to-paid, onboarding completion | 20-40% |\n| Retention | Churn rate, NRR | <5% monthly churn |\n| Revenue | LTV, ARPU, expansion | LTV:CAC > 3:1 |\n| Referral | Referral rate, NPS | NPS > 50 |\n\n## Best Practices\n\n### Strategy Excellence\n1. **Customer-First**: Start with audience research, not product features\n2. **Test Before Scale**: Validate messaging before major investment\n3. **Full-Funnel Thinking**: Address all stages, not just acquisition\n4. **Differentiation**: Clear reason why you, not competitors\n\n### Execution Excellence\n1. **Consistency**: Same core message across all channels\n2. **Clarity**: One main idea per piece of content\n3. **Proof Points**: Back claims with evidence\n4. **Call-to-Action**: Clear next step in every interaction\n\n### Measurement Excellence\n1. **Leading Indicators**: Track early signals, not just outcomes\n2. **Attribution**: Understand what's driving results\n3. **Segmentation**: Break down by audience for insights\n4. **Iteration**: Test, learn, improve continuously\n\n## Agent Integration\n\n| Agent | How They Use This Skill |\n|-------|------------------------|\n| `brainstormer` | Campaign ideation based on psychology |\n| `planner` | Full-funnel campaign planning |\n| `copywriter` | Messaging aligned with positioning |\n| `lead-qualifier` | Understanding buyer journey stage |\n\n## Anti-Patterns to Avoid\n\n| Anti-Pattern | Why It's Wrong | Do This Instead |\n|--------------|----------------|-----------------|\n| Feature-first messaging | Customers want outcomes | Lead with benefits |\n| Targeting everyone | Resonates with no one | Specific audience |\n| Ignoring competition | Leaves positioning unclear | Explicit differentiation |\n| All acquisition, no retention | Leaky bucket | Balance full funnel |\n| Guessing, not testing | Wastes resources | Validate assumptions |\n\n## Related Commands\n\n- `/competitor/deep` - Full competitor analysis\n- `/audit/full` - Comprehensive marketing audit\n- `/research/persona` - Buyer persona development\n- `/research/market` - Market research\n\n## References\n\n- `references/funnel-psychology.md` - Buyer psychology at each funnel stage\n- `references/conversion-principles.md` - Psychology of persuasion\n- `references/copywriting-frameworks.md` - Proven copy formulas\n- `references/marketing-metrics.md` - Key marketing KPIs\n- `references/competitor-analysis.md` - Competitive intelligence\n","tagline":"Core marketing concepts, psychology, and frameworks for effective marketing. 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Report success only after the skill is installed and a minimal verification passes."}],"handoff_url":"https://www.openagentskill.com/api/skills/aitytech-marketing-fundamentals/install","manifest_url":"https://www.openagentskill.com/api/registry/manifest/aitytech-marketing-fundamentals"},"trust":{"score":73,"label":"Strong shortlist","version":"trust-score-v4","install_policy":"human_review_before_install","evidence":{"stars":"596 GitHub stars","repoActivity":"596 stars, 77 forks","lastPushed":"8d since push","license":"MIT","repository":"https://github.com/aitytech/agentkits-marketing/tree/main/skills/marketing-fundamentals","install":"npx skills add aitytech/agentkits-marketing --skill marketing-fundamentals","installSafety":"standard package or runtime install path","permissionSurface":"secrets or environment access","documentation":"Usable metadata, review docs","agentOutcomes":"No agent outcome data yet"},"outcome_evidence":{"total":0,"successes":0,"failures":0,"not_relevant":0,"success_rate":null,"recent_success_rate":null,"recent_failure_rate":null,"install_attempts":0,"install_success_rate":null,"risk_blocked":0,"setup_required":0,"avg_output_quality":null,"production_outcomes":0,"last_outcome_at":null,"label":"No agent outcome data yet"},"auto_install":{"allowed":false,"sandbox_required":true,"reason":"Human review or sandbox validation is required before automatic installation."},"best_for":["core","agent-skill"],"known_risks":["No explicit limitations or edge cases documented in SKILL.md.","Financial research output is not financial advice; require human review before any live investment decision.","Quality score needs review"]},"agent_proven":{"version":"agent-proven-v1","score":0,"tier":"unproven","label":"Needs first agent run","summary":"No agent outcome reports yet. Use Resolve, run one narrow sandbox task, then report the result.","metrics":{"totalOutcomes":0,"successfulOutcomes":0,"failedOutcomes":0,"installAttempts":0,"installSuccessRate":null,"successRate":null,"recentSuccessRate":null,"recentFailureRate":null,"riskBlocked":0,"setupRequired":0,"notRelevant":0,"avgOutputQuality":null,"avgTimeToUsefulMs":null,"productionOutcomes":0,"humanReviewRequired":0,"uniqueAgents":0,"lastOutcomeAt":null},"signals":[],"penalties":["No real agent outcome evidence yet"]},"audit":{"score":80,"risk_level":"needs_review","risk_label":"Needs review","warnings":["Financial research output is not financial advice; require human review before any live investment decision","No explicit limitations or edge cases documented in SKILL.md.","The skill references related skills and MCP integrations that are not fully described in the provided excerpt.","Financial research output is not financial advice; require human review before any live investment decision.","Quality score needs review"]},"safety_gate":{"tier":"experimental","label":"Experimental","auto_install_policy":"review","auto_install_allowed":false,"human_review_required":true,"blocked":false,"recommended_action":"Test manually in an isolated workspace and compare against safer alternatives."},"quality":{"score":75,"label":"Strong"},"supply":{"track":"Marketing and growth automation","scenario":"Marketing and growth","maintenance":"8d since push","risk":"Needs review"},"alternative_skills":[],"do_not_use_when":["teams that need a vendor-supported SLA","production agents without a repository review","No explicit limitations or edge cases documented in SKILL.md.","No OpenAgentSkill engagement data yet","High-risk permission hints: Secrets or environment access","Financial research output is not financial advice; require human review before any live investment decision","The skill references related skills and MCP integrations that are not fully described in the provided excerpt.","Financial research output is not financial advice; require human review before any live investment decision."],"agent_contract":{"task_input":"Use marketing-fundamentals in an agent workflow","recommended_action":"Test manually in an isolated workspace and compare against safer alternatives.","install_policy":"review","minimum_review_before_use":["Trust: 73/100 Strong shortlist","Audit: 80/100 Needs review","Safety: 56/100 Review before install","Review repository, license, install command, and permission surface before production use."],"expected_agent_output":{"selected_skill":"aitytech-marketing-fundamentals (marketing-fundamentals)","install_command":"npx skills add aitytech/agentkits-marketing --skill marketing-fundamentals","risk_summary":"Needs review; Experimental; Review before production","verification_result":"Report the smallest successful task, files touched, warnings, and any missing setup."}},"outcome_feedback":{"endpoint":"https://www.openagentskill.com/api/agent/outcome","method":"POST","requires_resolve_event_id":true,"event_id_source":"Use install_receipt.outcome_feedback.event_id or feedback.event_id returned by /api/agent/resolve for the current task.","expected_outcomes":["success","failed","not_relevant","blocked_by_risk","setup_required"],"payload_template":{"event_id":"<install_receipt.outcome_feedback.event_id or feedback.event_id from /api/agent/resolve>","skill_slug":"aitytech-marketing-fundamentals","task":"Use marketing-fundamentals in an agent workflow","agent":"codex","outcome":"success","install_used":true,"risk_blocked":false,"setup_required":false,"task_success":true,"output_quality":4,"error_type":null,"human_review_required":false,"workspace":"sandbox","time_to_useful_ms":120000,"notes":"Report the smallest successful task, setup friction, files touched, and risk notes."}},"endpoints":{"web":"https://www.openagentskill.com/skills/aitytech-marketing-fundamentals","api":"https://www.openagentskill.com/api/agent/skills/aitytech-marketing-fundamentals","audit":"https://www.openagentskill.com/skills/aitytech-marketing-fundamentals/audit","eval":"https://www.openagentskill.com/api/agent/evals?slug=aitytech-marketing-fundamentals&task=Use%20marketing-fundamentals%20in%20an%20agent%20workflow&max_risk=medium","resolve":"https://www.openagentskill.com/api/agent/resolve?task=Use%20marketing-fundamentals%20in%20an%20agent%20workflow&agent=codex&max_risk=medium","receipt":"https://www.openagentskill.com/api/agent/receipt?task=Use%20marketing-fundamentals%20in%20an%20agent%20workflow&agent=codex&max_risk=medium&format=text","install":"https://www.openagentskill.com/api/skills/aitytech-marketing-fundamentals/install","manifest":"https://www.openagentskill.com/api/registry/manifest/aitytech-marketing-fundamentals"}},"supply_profile":{"track":{"slug":"marketing","label":"Marketing and growth automation","shortLabel":"Marketing","description":"SEO, content operations, lead generation, CRM, email automation, analytics, and growth workflows."},"scenario":{"label":"Marketing and growth","description":"I need my agent to research keywords, improve SEO, analyze growth channels, and prepare marketing workflows.","useCases":[{"slug":"research-agents","title":"Research agents"},{"slug":"marketing-growth","title":"Marketing and growth"},{"slug":"workflow-automation","title":"Workflow automation"}]},"applicableAgents":["Claude Code","CLI","Codex","Cursor"],"install":{"ready":true,"command":"npx skills add aitytech/agentkits-marketing --skill marketing-fundamentals","primaryTarget":"CLI","targetCount":4},"githubQuality":{"stars":596,"starsLabel":"596","forks":77,"license":"MIT","qualityScore":75,"trustScore":73,"auditScore":80},"maintenance":{"status":"fresh","label":"8d since push","daysSincePush":8,"lastPushedAt":"2026-08-28T23:18:30+00:00"},"risk":{"level":"needs_review","label":"Needs review","requiresReview":true,"notes":["Financial research output is not financial advice; require human review before any live investment decision","No explicit limitations or edge cases documented in SKILL.md.","The skill references related skills and MCP integrations that are not fully described in the provided excerpt.","Financial research output is not financial advice; require human review before any live investment decision.","Quality score needs review"]},"coverageTags":["Marketing","Marketing and growth","core","agent-skill"]},"audit":{"audit_score":80,"risk_level":"needs_review","risk_label":"Needs review","quality_score":75,"trust_score":73,"maintenance_score":100,"security_score":79,"install_score":92,"warnings":["Financial research output is not financial advice; require human review before any live investment decision","No explicit limitations or edge cases documented in SKILL.md.","The skill references related skills and MCP integrations that are not fully described in the provided excerpt.","Financial research output is not financial advice; require human review before any live investment decision.","Quality score needs review"]},"quality_signals":{"model":"v2","star_score":19.43,"usage_score":0,"review_score":5.7,"metadata_score":3,"freshness_score":15},"platforms":["Claude Code"],"use_cases":[{"slug":"research-agents","title":"Research agents","url":"https://www.openagentskill.com/use-cases/research-agents"},{"slug":"marketing-growth","title":"Marketing and growth","url":"https://www.openagentskill.com/use-cases/marketing-growth"},{"slug":"workflow-automation","title":"Workflow automation","url":"https://www.openagentskill.com/use-cases/workflow-automation"},{"slug":"content-automation","title":"Content automation","url":"https://www.openagentskill.com/use-cases/content-automation"}],"stacks":[{"slug":"research-report-agent","title":"Research report agent","url":"https://www.openagentskill.com/collections/research-report-agent"},{"slug":"content-growth-agent","title":"Content growth agent","url":"https://www.openagentskill.com/collections/content-growth-agent"},{"slug":"browser-qa-agent","title":"Browser QA agent","url":"https://www.openagentskill.com/collections/browser-qa-agent"}],"install":"npx skills add aitytech/agentkits-marketing --skill marketing-fundamentals","install_targets":[{"id":"openagentskill-cli","label":"CLI","title":"OpenAgentSkill CLI","kind":"command","value":"npx --yes https://github.com/Leon-Drq/openagentskill/releases/download/cli-v0.3.0/openagentskill-0.3.0.tgz add aitytech-marketing-fundamentals","description":"Resolve policy, run the source installer safely, and report a verified install receipt.","copyLabel":"Copy command"},{"id":"codex","label":"Codex","title":"Codex install prompt","kind":"agent-prompt","value":"Install the \"marketing-fundamentals\" agent skill from https://github.com/aitytech/agentkits-marketing/tree/main/skills/marketing-fundamentals. Read its SKILL.md or equivalent instructions first, install only the files needed for this workspace, and summarize any required setup before using it. Skill purpose: Core marketing concepts, psychology, and frameworks for effective marketing. Use for foundational knowledge on funnels, customer journey, positioning, value propositions, and marketing psychology. After the install attempt, report the result to https://www.openagentskill.com/api/agent/outcome with POST JSON {\"event_id\":\"install_<unique-id>\",\"skill_slug\":\"aitytech-marketing-fundamentals\",\"task\":\"Install marketing-fundamentals\",\"agent\":\"codex\",\"outcome\":\"success\",\"install_used\":true}. Replace event_id with a unique value and outcome with success or failed. Report success only after the skill is installed and a minimal verification passes.","description":"Give Codex a repo-aware install prompt when the skill is not available through a local CLI.","copyLabel":"Copy prompt"},{"id":"claude-code","label":"Claude Code","title":"Claude Code skill prompt","kind":"agent-prompt","value":"Add \"marketing-fundamentals\" as a Claude Code skill from https://github.com/aitytech/agentkits-marketing/tree/main/skills/marketing-fundamentals. Inspect the skill instructions, place the reusable skill files in the appropriate local skills location for this project, and report the activation steps. Skill purpose: Core marketing concepts, psychology, and frameworks for effective marketing. Use for foundational knowledge on funnels, customer journey, positioning, value propositions, and marketing psychology. After the install attempt, report the result to https://www.openagentskill.com/api/agent/outcome with POST JSON {\"event_id\":\"install_<unique-id>\",\"skill_slug\":\"aitytech-marketing-fundamentals\",\"task\":\"Install marketing-fundamentals\",\"agent\":\"claude-code\",\"outcome\":\"success\",\"install_used\":true}. Replace event_id with a unique value and outcome with success or failed. Report success only after the skill is installed and a minimal verification passes.","description":"Use this prompt to ask Claude Code to add the skill and explain the local activation steps.","copyLabel":"Copy prompt"},{"id":"cursor","label":"Cursor","title":"Cursor rule prompt","kind":"agent-prompt","value":"Turn \"marketing-fundamentals\" from https://github.com/aitytech/agentkits-marketing/tree/main/skills/marketing-fundamentals into a reusable Cursor project rule or agent instruction. Preserve the core workflow, adapt paths to this repo, and keep the rule scoped to tasks where it is relevant. Skill purpose: Core marketing concepts, psychology, and frameworks for effective marketing. Use for foundational knowledge on funnels, customer journey, positioning, value propositions, and marketing psychology. After the install attempt, report the result to https://www.openagentskill.com/api/agent/outcome with POST JSON {\"event_id\":\"install_<unique-id>\",\"skill_slug\":\"aitytech-marketing-fundamentals\",\"task\":\"Install marketing-fundamentals\",\"agent\":\"cursor\",\"outcome\":\"success\",\"install_used\":true}. Replace event_id with a unique value and outcome with success or failed. Report success only after the skill is installed and a minimal verification passes.","description":"Use this when installing as Cursor project rules or reusable agent instructions.","copyLabel":"Copy prompt"}],"repository":"https://github.com/aitytech/agentkits-marketing/tree/main/skills/marketing-fundamentals","github_repo":"aitytech/agentkits-marketing","version":"1.0.0","license":"MIT","urls":{"web":"https://www.openagentskill.com/skills/aitytech-marketing-fundamentals","repository":"https://github.com/aitytech/agentkits-marketing/tree/main/skills/marketing-fundamentals","api":"/api/agent/skills/aitytech-marketing-fundamentals","install_api":"/api/skills/aitytech-marketing-fundamentals/install"},"meta":{"created_at":"2026-09-05T20:00:35.846603+00:00","updated_at":"2026-09-05T20:00:36.0731+00:00","agent_friendly":true}}