# Marketing Context

*Last updated: [date]*

## Product Overview
**One-liner:** [What you do in one sentence]
**What it does:** [2-3 sentences]
**Product category:** [The "shelf" — how customers search for you]
**Product type:** [SaaS, marketplace, e-commerce, service]
**Business model:** [Pricing model and range]

## Target Audience
**Target companies:** [Industry, size, stage]
**Decision-makers:** [Roles, departments]
**Primary use case:** [The main problem you solve]
**Jobs to be done:**
- [Job 1]
- [Job 2]
- [Job 3]
**Use cases:**
- [Scenario 1]
- [Scenario 2]

## Personas

| Persona | Role | Cares about | Challenge | Value we promise |
|---------|------|-------------|-----------|------------------|
| [Name] | User | | | |
| [Name] | Champion | | | |
| [Name] | Decision Maker | | | |
| [Name] | Financial Buyer | | | |

## Problems & Pain Points
**Core problem:** [What customers face before finding you]
**Why alternatives fall short:**
- [Gap 1]
- [Gap 2]
**What it costs them:** [Time, money, opportunities]
**Emotional tension:** [Stress, fear, doubt]

## Competitive Landscape

| Competitor | Type | How they fall short |
|-----------|------|---------------------|
| [Name] | Direct | [Gap] |
| [Name] | Secondary | [Gap] |
| [Name] | Indirect | [Gap] |

## Differentiation
**Key differentiators:**
- [Differentiator 1]
- [Differentiator 2]
**How we do it differently:** [Approach]
**Why that's better:** [Benefits]
**Why customers choose us:** [Decision drivers]

## Objections

| Objection | Response |
|-----------|----------|
| "[Objection 1]" | [How to address] |
| "[Objection 2]" | [How to address] |
| "[Objection 3]" | [How to address] |

**Anti-persona (NOT a good fit):** [Who should NOT buy this]

## Switching Dynamics
**Push (away from current):** [Frustrations]
**Pull (toward us):** [Attractions]
**Habit (keeping them stuck):** [Inertia]
**Anxiety (about switching):** [Worries]

## Customer Language
**How they describe the problem:**
- "[verbatim quote]"
- "[verbatim quote]"
**How they describe us:**
- "[verbatim quote]"
- "[verbatim quote]"
**Words to use:** [list]
**Words to avoid:** [list]

| Term | Meaning |
|------|---------|
| [Product term] | [Definition] |

## Brand Voice
**Tone:** [professional, casual, playful, authoritative]
**Style:** [direct, conversational, technical]
**Personality:** [3-5 adjectives]
**Voice DO's:** [list]
**Voice DON'T's:** [list]

## Style Guide
**Grammar:** [Key rules]
**Capitalization:** [Conventions]
**Formatting:** [Standards]
**Preferred terms:** [List]

## Proof Points
**Metrics:**
- [Metric 1]
- [Metric 2]
**Customers:** [Notable logos]
**Testimonials:**
> "[quote]" — [Name, Title, Company]
> "[quote]" — [Name, Title, Company]

| Value Theme | Supporting Proof |
|-------------|-----------------|
| [Theme 1] | [Evidence] |
| [Theme 2] | [Evidence] |

## Content & SEO Context
**Target keywords:**

| Cluster | Primary Keyword | Secondary Keywords | Intent |
|---------|----------------|-------------------|--------|
| [Topic 1] | [keyword] | [kw1, kw2] | [informational/commercial] |

**Internal links map:**

| Page | URL | Use for | Anchor text |
|------|-----|---------|-------------|
| [Page name] | [URL] | [Topic] | [Suggested anchor] |

**Writing examples:**
- [URL or file — what makes it good]

## Goals
**Business goal:** [Primary objective]
**Conversion action:** [What you want people to do]
**Current metrics:** [If known]