fix: resolve trigger phrase conflicts found in review

- sales-enablement: "ROI calculator" → "deal-specific ROI analysis" to avoid
  conflict with free-tool-strategy which also claims "ROI calculator"
- sales-enablement: clarified scope boundary to competitor-alternatives for
  battle cards (competitor-alternatives owns battle card creation)

Co-Authored-By: Claude Opus 4.6 <noreply@anthropic.com>

.claude-plugin/marketplace.json

@@ -5,20 +5,25 @@
     "url": "https://corey.co"
   },
   "metadata": {
-    "description": "Marketing skills for Claude Code — conversion optimization, copywriting, SEO, paid ads, and growth",
+    "description": "Marketing skills for AI agents — conversion optimization, copywriting, SEO, paid ads, and growth",
     "version": "1.0.0",
     "repository": "https://github.com/coreyhaines31/marketingskills"
   },
   "plugins": [
     {
       "name": "marketing-skills",
-      "description": "23 marketing skills for technical marketers and founders: CRO, copywriting, SEO, paid ads, pricing strategy, referral programs, and more",
+      "description": "32 marketing skills for technical marketers and founders: CRO, copywriting, cold email, SEO, AI SEO, paid ads, ad creative, churn prevention, pricing strategy, referral programs, revenue operations, sales enablement, site architecture, and more",
       "source": "./",
       "strict": false,
       "skills": [
         "./skills/ab-test-setup",
+        "./skills/ad-creative",
+        "./skills/ai-seo",
         "./skills/analytics-tracking",
+        "./skills/churn-prevention",
+        "./skills/cold-email",
         "./skills/competitor-alternatives",
+        "./skills/content-strategy",
         "./skills/copy-editing",
         "./skills/copywriting",
         "./skills/email-sequence",
@@ -33,11 +38,15 @@
         "./skills/paywall-upgrade-cro",
         "./skills/popup-cro",
         "./skills/pricing-strategy",
+        "./skills/product-marketing-context",
         "./skills/programmatic-seo",
         "./skills/referral-program",
+        "./skills/revops",
+        "./skills/sales-enablement",
         "./skills/schema-markup",
         "./skills/seo-audit",
         "./skills/signup-flow-cro",
+        "./skills/site-architecture",
         "./skills/social-content"
       ]
     }

.github/FUNDING.yml

@@ -0,0 +1,4 @@
+# These are supported funding model platforms
+
+github: coreyhaines31
+buy_me_a_coffee: coreyhaines

.github/ISSUE_TEMPLATE/config.yml

@@ -0,0 +1,8 @@
+blank_issues_enabled: false
+contact_links:
+  - name: Agent Skills Specification
+    url: https://agentskills.io/specification.md
+    about: Learn the skill format before creating or requesting a skill
+  - name: Contributing Guide
+    url: https://github.com/coreyhaines31/marketingskills/blob/main/CONTRIBUTING.md
+    about: How to contribute a new skill to this repository

.github/ISSUE_TEMPLATE/skill-request.yml

@@ -0,0 +1,74 @@
+name: Skill Request
+description: Request a new marketing skill
+title: "Skill Request: [skill-name]"
+labels: ["enhancement"]
+body:
+  - type: markdown
+    attributes:
+      value: |
+        Thanks for suggesting a new skill! Please fill out the details below.
+
+  - type: input
+    id: skill-name
+    attributes:
+      label: Suggested skill name
+      description: Lowercase, hyphens only (e.g., "landing-page-audit")
+      placeholder: "my-skill-name"
+    validations:
+      required: true
+
+  - type: textarea
+    id: description
+    attributes:
+      label: What should this skill do?
+      description: Describe the skill's purpose and capabilities
+      placeholder: "This skill should help with..."
+    validations:
+      required: true
+
+  - type: textarea
+    id: triggers
+    attributes:
+      label: When should it be used?
+      description: What trigger phrases or scenarios should activate this skill?
+      placeholder: |
+        - When the user says "..."
+        - When working on...
+    validations:
+      required: true
+
+  - type: textarea
+    id: examples
+    attributes:
+      label: Example use cases
+      description: Provide 1-3 specific examples of how you'd use this skill
+      placeholder: |
+        1. I want to...
+        2. Help me...
+    validations:
+      required: false
+
+  - type: dropdown
+    id: category
+    attributes:
+      label: Category
+      description: Which category does this skill fit into?
+      options:
+        - CRO (Conversion Rate Optimization)
+        - Copywriting
+        - SEO
+        - Paid Ads
+        - Growth / Strategy
+        - Analytics
+        - Other
+    validations:
+      required: true
+
+  - type: textarea
+    id: related-skills
+    attributes:
+      label: Related existing skills
+      description: Are there existing skills this relates to or differs from?
+      placeholder: "Similar to page-cro but focused on..."
+    validations:
+      required: false

.github/PULL_REQUEST_TEMPLATE/documentation.md

@@ -0,0 +1,15 @@
+## Documentation
+
+## Summary
+
+<!-- What documentation changes are you making? -->
+
+## Files changed
+
+<!-- List the files you're updating -->
+
+## Checklist
+
+- [ ] Links are valid
+- [ ] Formatting is consistent with existing docs
+- [ ] No sensitive data or credentials

.github/PULL_REQUEST_TEMPLATE/new-skill.md

@@ -0,0 +1,16 @@
+## New Skill
+
+**Skill name:** `skills/SKILL-NAME`
+
+## Summary
+
+<!-- What does this skill do and when should it be used? -->
+
+## Checklist
+
+- [ ] `name` matches directory name exactly
+- [ ] `name` follows naming rules (lowercase, hyphens, no `--`)
+- [ ] `description` is 1-1024 chars with trigger phrases
+- [ ] `SKILL.md` is under 500 lines
+- [ ] No sensitive data or credentials
+- [ ] Tested locally with AI agent

.github/PULL_REQUEST_TEMPLATE/skill-update.md

@@ -0,0 +1,21 @@
+## Skill Update
+
+**Skill:** `skills/SKILL-NAME`
+
+## Summary
+
+<!-- What changes are you making and why? -->
+
+## Type of update
+
+- [ ] Bug fix
+- [ ] Improved instructions
+- [ ] Added references/scripts
+- [ ] Other
+
+## Checklist
+
+- [ ] Changes are focused and minimal
+- [ ] `SKILL.md` is still under 500 lines
+- [ ] No sensitive data or credentials
+- [ ] Tested locally with AI agent

.github/scripts/sync-skills.js

@@ -0,0 +1,184 @@
+#!/usr/bin/env node
+/**
+ * Sync marketplace.json and README.md with skills directory.
+ *
+ * Scans the skills/ directory for valid skills (directories containing SKILL.md)
+ * and updates marketplace.json and the README skills table to match.
+ */
+
+const fs = require("fs");
+const path = require("path");
+
+const SKILLS_DIR = "skills";
+const MARKETPLACE_FILE = ".claude-plugin/marketplace.json";
+const README_FILE = "README.md";
+
+/**
+ * Parse YAML frontmatter from a SKILL.md file
+ */
+function parseFrontmatter(content) {
+  const match = content.match(/^---\n([\s\S]*?)\n---/);
+  if (!match) return {};
+
+  const frontmatter = {};
+  const lines = match[1].split("\n");
+
+  for (const line of lines) {
+    const colonIndex = line.indexOf(":");
+    if (colonIndex === -1) continue;
+
+    const key = line.slice(0, colonIndex).trim();
+    let value = line.slice(colonIndex + 1).trim();
+
+    // Remove quotes if present
+    if ((value.startsWith('"') && value.endsWith('"')) ||
+        (value.startsWith("'") && value.endsWith("'"))) {
+      value = value.slice(1, -1);
+    }
+
+    frontmatter[key] = value;
+  }
+
+  return frontmatter;
+}
+
+/**
+ * Get all skills with their metadata
+ */
+function getSkillsWithMetadata() {
+  if (!fs.existsSync(SKILLS_DIR)) {
+    return [];
+  }
+
+  return fs
+    .readdirSync(SKILLS_DIR, { withFileTypes: true })
+    .filter((entry) => {
+      if (!entry.isDirectory()) return false;
+      const skillFile = path.join(SKILLS_DIR, entry.name, "SKILL.md");
+      return fs.existsSync(skillFile);
+    })
+    .map((entry) => {
+      const skillFile = path.join(SKILLS_DIR, entry.name, "SKILL.md");
+      const content = fs.readFileSync(skillFile, "utf8");
+      const frontmatter = parseFrontmatter(content);
+
+      return {
+        dir: entry.name,
+        path: `./${SKILLS_DIR}/${entry.name}`,
+        name: frontmatter.name || entry.name,
+        description: frontmatter.description || "",
+      };
+    })
+    .sort((a, b) => a.name.localeCompare(b.name));
+}
+
+/**
+ * Update skill count in description
+ */
+function updateSkillCount(description, count) {
+  return description.replace(/\d+ marketing skills/, `${count} marketing skills`);
+}
+
+/**
+ * Truncate description to a maximum length
+ */
+function truncateDescription(description, maxLength = 120) {
+  if (description.length <= maxLength) return description;
+
+  // Find last space before maxLength to avoid cutting words
+  const truncated = description.slice(0, maxLength);
+  const lastSpace = truncated.lastIndexOf(" ");
+
+  return truncated.slice(0, lastSpace) + "...";
+}
+
+/**
+ * Generate the skills table for README
+ */
+function generateSkillsTable(skills) {
+  const header = "| Skill | Description |\n|-------|-------------|";
+  const rows = skills.map((skill) => {
+    const link = `[${skill.name}](skills/${skill.dir}/)`;
+    const description = truncateDescription(skill.description);
+    return `| ${link} | ${description} |`;
+  });
+
+  return [header, ...rows].join("\n");
+}
+
+/**
+ * Update README.md with new skills table
+ */
+function updateReadme(skills) {
+  const content = fs.readFileSync(README_FILE, "utf8");
+
+  // Match content between skill list markers
+  const tableRegex = /(<!-- SKILLS:START -->\n)[\s\S]*?(\n<!-- SKILLS:END -->)/;
+  const newTable = generateSkillsTable(skills);
+
+  if (!tableRegex.test(content)) {
+    console.log("WARNING: Could not find skill markers in README.md");
+    return false;
+  }
+
+  const newContent = content.replace(tableRegex, `$1${newTable}$2`);
+
+  if (newContent === content) {
+    return false;
+  }
+
+  fs.writeFileSync(README_FILE, newContent);
+  return true;
+}
+
+/**
+ * Update marketplace.json with skills list
+ */
+function updateMarketplace(skills) {
+  const marketplace = JSON.parse(fs.readFileSync(MARKETPLACE_FILE, "utf8"));
+  const plugin = marketplace.plugins[0];
+  const existingSkills = plugin.skills || [];
+  const currentSkills = skills.map((s) => s.path);
+
+  if (JSON.stringify(currentSkills) === JSON.stringify(existingSkills)) {
+    return { updated: false };
+  }
+
+  plugin.skills = currentSkills;
+  plugin.description = updateSkillCount(plugin.description, currentSkills.length);
+
+  fs.writeFileSync(MARKETPLACE_FILE, JSON.stringify(marketplace, null, 2) + "\n");
+
+  const added = currentSkills.filter((s) => !existingSkills.includes(s));
+  const removed = existingSkills.filter((s) => !currentSkills.includes(s));
+
+  return { updated: true, added, removed };
+}
+
+function main() {
+  const skills = getSkillsWithMetadata();
+
+  const marketplaceResult = updateMarketplace(skills);
+  const readmeUpdated = updateReadme(skills);
+
+  if (!marketplaceResult.updated && !readmeUpdated) {
+    console.log("Everything is already in sync");
+    return;
+  }
+
+  if (marketplaceResult.updated) {
+    if (marketplaceResult.added.length) {
+      console.log(`Added: ${marketplaceResult.added.join(", ")}`);
+    }
+    if (marketplaceResult.removed.length) {
+      console.log(`Removed: ${marketplaceResult.removed.join(", ")}`);
+    }
+    console.log(`Updated marketplace.json (${skills.length} skills)`);
+  }
+
+  if (readmeUpdated) {
+    console.log("Updated README.md skills table");
+  }
+}
+
+main();

.github/workflows/sync-skills.yml

@@ -0,0 +1,30 @@
+name: Sync Skills
+
+on:
+  push:
+    branches: [main]
+    paths:
+      - 'skills/**'
+
+jobs:
+  sync:
+    runs-on: ubuntu-slim
+    permissions:
+      contents: write
+
+    steps:
+      - name: Checkout repository
+        uses: actions/checkout@v6
+        with:
+          persist-credentials: true
+
+      - name: Sync skills
+        run: node .github/scripts/sync-skills.js
+
+      - name: Commit changes
+        uses: stefanzweifel/git-auto-commit-action@v7
+        with:
+          commit_user_name: Coreybot
+          commit_user_email: coreybot+github-actions[bot]@users.noreply.github.com
+          commit_message: "chore: sync skills with marketplace.json and README"
+          file_pattern: ".claude-plugin/marketplace.json README.md"

.github/workflows/validate-skill.yml

@@ -0,0 +1,65 @@
+name: Validate Agent Skill
+
+on:
+  push:
+    branches: [main]
+    paths:
+      - "**/SKILL.md"
+  pull_request:
+    branches: [main]
+    paths:
+      - "**/SKILL.md"
+
+concurrency:
+  group: validate-skill-${{ github.ref }}
+  cancel-in-progress: true
+
+jobs:
+  detect-changes:
+    runs-on: ubuntu-slim
+    if: github.event.pull_request.draft != true && github.actor != 'dependabot[bot]'
+    outputs:
+      skills: ${{ steps.changed-skills.outputs.skills }}
+    steps:
+      - name: Checkout repository
+        uses: actions/checkout@v6
+        with:
+          fetch-depth: 0
+
+      - name: Get changed skills
+        id: changed-skills
+        run: |
+          if [ "${{ github.event_name }}" = "pull_request" ]; then
+            BASE=${{ github.event.pull_request.base.sha }}
+            HEAD=${{ github.event.pull_request.head.sha }}
+          else
+            BASE=${{ github.event.before }}
+            HEAD=${{ github.event.after }}
+          fi
+
+          # Find changed SKILL.md files and extract skill directories
+          SKILLS=$(git diff --name-only $BASE $HEAD | \
+            grep 'SKILL.md$' | \
+            xargs -I {} dirname {} | \
+            sort -u | \
+            jq -R -s -c 'split("\n") | map(select(length > 0))')
+
+          echo "skills=$SKILLS" >> $GITHUB_OUTPUT
+          echo "Changed skills: $SKILLS"
+
+  validate:
+    needs: detect-changes
+    if: needs.detect-changes.outputs.skills != '[]'
+    runs-on: ubuntu-slim
+    strategy:
+      fail-fast: false
+      matrix:
+        skill: ${{ fromJson(needs.detect-changes.outputs.skills) }}
+    steps:
+      - name: Checkout repository
+        uses: actions/checkout@v6
+
+      - name: Validate ${{ matrix.skill }}
+        uses: Flash-Brew-Digital/validate-skill@v1
+        with:
+          path: ${{ matrix.skill }}

.gitignore

@@ -0,0 +1,25 @@
+# Dependencies
+node_modules/
+
+# Environment variables / secrets
+.env
+.env.*
+!.env.example
+
+# macOS
+.DS_Store
+**/.DS_Store
+
+# macOS / iCloud duplicate files
+* 2.*
+* 2/
+
+# Remotion video project
+video/
+
+# Editor
+*.swp
+*.swo
+*~
+.idea/
+.vscode/

AGENTS.md

@@ -0,0 +1,217 @@
+# AGENTS.md
+
+Guidelines for AI agents working in this repository.
+
+## Repository Overview
+
+This repository contains **Agent Skills** for AI agents following the [Agent Skills specification](https://agentskills.io/specification.md). Skills install to `.agents/skills/` (the cross-agent standard). This repo also serves as a **Claude Code plugin marketplace** via `.claude-plugin/marketplace.json`.
+
+- **Name**: Marketing Skills
+- **GitHub**: [coreyhaines31/marketingskills](https://github.com/coreyhaines31/marketingskills)
+- **Creator**: Corey Haines
+- **License**: MIT
+
+## Repository Structure
+
+```
+marketingskills/
+├── .claude-plugin/
+│   └── marketplace.json   # Claude Code plugin marketplace manifest
+├── skills/                # Agent Skills
+│   └── skill-name/
+│       └── SKILL.md       # Required skill file
+├── tools/
+│   ├── clis/              # Zero-dependency Node.js CLI tools (51 tools)
+│   ├── integrations/      # API integration guides per tool
+│   └── REGISTRY.md        # Tool index with capabilities
+├── CONTRIBUTING.md
+├── LICENSE
+└── README.md
+```
+
+## Build / Lint / Test Commands
+
+**Skills** are content-only (no build step). Verify manually:
+- YAML frontmatter is valid
+- `name` field matches directory name exactly
+- `name` is 1-64 chars, lowercase alphanumeric and hyphens only
+- `description` is 1-1024 characters
+
+**CLI tools** (`tools/clis/*.js`) are zero-dependency Node.js scripts (Node 18+). Verify with:
+```bash
+node --check tools/clis/<name>.js   # Syntax check
+node tools/clis/<name>.js           # Show usage (no args = help)
+node tools/clis/<name>.js <cmd> --dry-run  # Preview request without sending
+```
+
+## Agent Skills Specification
+
+Skills follow the [Agent Skills spec](https://agentskills.io/specification.md).
+
+### Required Frontmatter
+
+```yaml
+---
+name: skill-name
+description: What this skill does and when to use it. Include trigger phrases.
+---
+```
+
+### Frontmatter Field Constraints
+
+| Field         | Required | Constraints                                                      |
+|---------------|----------|------------------------------------------------------------------|
+| `name`        | Yes      | 1-64 chars, lowercase `a-z`, numbers, hyphens. Must match dir.   |
+| `description` | Yes      | 1-1024 chars. Describe what it does and when to use it.          |
+| `license`     | No       | License name (default: MIT)                                      |
+| `metadata`    | No       | Key-value pairs (author, version, etc.)                          |
+
+### Name Field Rules
+
+- Lowercase letters, numbers, and hyphens only
+- Cannot start or end with hyphen
+- No consecutive hyphens (`--`)
+- Must match parent directory name exactly
+
+**Valid**: `page-cro`, `email-sequence`, `ab-test-setup`
+**Invalid**: `Page-CRO`, `-page`, `page--cro`
+
+### Optional Skill Directories
+
+```
+skills/skill-name/
+├── SKILL.md        # Required - main instructions (<500 lines)
+├── references/     # Optional - detailed docs loaded on demand
+├── scripts/        # Optional - executable code
+└── assets/         # Optional - templates, data files
+```
+
+## Writing Style Guidelines
+
+### Structure
+
+- Keep `SKILL.md` under 500 lines (move details to `references/`)
+- Use H2 (`##`) for main sections, H3 (`###`) for subsections
+- Use bullet points and numbered lists liberally
+- Short paragraphs (2-4 sentences max)
+
+### Tone
+
+- Direct and instructional
+- Second person ("You are a conversion rate optimization expert")
+- Professional but approachable
+
+### Formatting
+
+- Bold (`**text**`) for key terms
+- Code blocks for examples and templates
+- Tables for reference data
+- No excessive emojis
+
+### Clarity Principles
+
+- Clarity over cleverness
+- Specific over vague
+- Active voice over passive
+- One idea per section
+
+### Description Field Best Practices
+
+The `description` is critical for skill discovery. Include:
+1. What the skill does
+2. When to use it (trigger phrases)
+3. Related skills for scope boundaries
+
+```yaml
+description: When the user wants to optimize conversions on any marketing page. Use when the user says "CRO," "conversion rate optimization," "this page isn't converting." For signup flows, see signup-flow-cro.
+```
+
+## Claude Code Plugin
+
+This repo also serves as a plugin marketplace. The manifest at `.claude-plugin/marketplace.json` lists all skills for installation via:
+
+```bash
+/plugin marketplace add coreyhaines31/marketingskills
+/plugin install marketing-skills
+```
+
+See [Claude Code plugins documentation](https://code.claude.com/docs/en/plugins.md) for details.
+
+## Git Workflow
+
+### Branch Naming
+
+- New skills: `feature/skill-name`
+- Improvements: `fix/skill-name-description`
+- Documentation: `docs/description`
+
+### Commit Messages
+
+Follow the [Conventional Commits](https://www.conventionalcommits.org/) specification:
+
+- `feat: add skill-name skill`
+- `fix: improve clarity in page-cro`
+- `docs: update README`
+
+### Pull Request Checklist
+
+- [ ] `name` matches directory name exactly
+- [ ] `name` follows naming rules (lowercase, hyphens, no `--`)
+- [ ] `description` is 1-1024 chars with trigger phrases
+- [ ] `SKILL.md` is under 500 lines
+- [ ] No sensitive data or credentials
+
+## Tool Integrations
+
+This repository includes a tools registry for agent-compatible marketing tools.
+
+- **Tool discovery**: Read `tools/REGISTRY.md` to see available tools and their capabilities
+- **Integration details**: See `tools/integrations/{tool}.md` for API endpoints, auth, and common operations
+- **MCP-enabled tools**: ga4, stripe, mailchimp, google-ads, resend, zapier, zoominfo, clay, supermetrics, coupler, outreach, crossbeam
+
+### Registry Structure
+
+```
+tools/
+├── REGISTRY.md              # Index of all tools with capabilities
+└── integrations/            # Detailed integration guides
+    ├── ga4.md
+    ├── stripe.md
+    ├── rewardful.md
+    └── ...
+```
+
+### When to Use Tools
+
+Skills reference relevant tools for implementation. For example:
+- `referral-program` skill → rewardful, tolt, dub-co, mention-me guides
+- `analytics-tracking` skill → ga4, mixpanel, segment guides
+- `email-sequence` skill → customer-io, mailchimp, resend guides
+- `paid-ads` skill → google-ads, meta-ads, linkedin-ads guides
+
+## Checking for Updates
+
+When using any skill from this repository:
+
+1. **Once per session**, on first skill use, check for updates:
+   - Fetch `VERSIONS.md` from GitHub: https://raw.githubusercontent.com/coreyhaines31/marketingskills/main/VERSIONS.md
+   - Compare versions against local skill files
+
+2. **Only prompt if meaningful**:
+   - 2 or more skills have updates, OR
+   - Any skill has a major version bump (e.g., 1.x to 2.x)
+
+3. **Non-blocking notification** at end of response:
+   ```
+   ---
+   Skills update available: X marketing skills have updates.
+   Say "update skills" to update automatically, or run `git pull` in your marketingskills folder.
+   ```
+
+4. **If user says "update skills"**:
+   - Run `git pull` in the marketingskills directory
+   - Confirm what was updated
+
+## Skill Categories
+
+See `README.md` for the current list of skills organized by category. When adding new skills, follow the naming patterns of existing skills in that category.

CLAUDE.md

@@ -0,0 +1 @@
+AGENTS.md

CONTRIBUTING.md

@@ -0,0 +1,89 @@
+# Contributing
+
+Thanks for your interest in contributing to Marketing Skills! This guide will help you add new skills or improve existing ones.
+
+## Requesting a Skill
+
+You can also suggest new skills by [opening a skill request](https://github.com/coreyhaines31/marketingskills/issues/new?template=skill-request.yml).
+
+## Adding a New Skill
+
+### 1. Create the skill directory
+
+```bash
+mkdir -p skills/your-skill-name
+```
+
+### 2. Create the SKILL.md file
+
+Every skill needs a `SKILL.md` file with YAML frontmatter:
+
+```yaml
+---
+name: your-skill-name
+description: When to use this skill. Include trigger phrases and keywords that help agents identify relevant tasks.
+---
+
+# Your Skill Name
+
+Instructions for the agent go here...
+```
+
+Optional frontmatter fields: `license` (default: MIT), `metadata` (author, version, etc.)
+
+### 3. Follow the naming conventions
+
+- **Directory name**: lowercase, hyphens only (e.g., `email-sequence`)
+- **Name field**: must match directory name exactly
+- **Description**: 1-1024 characters, include trigger phrases
+
+### 4. Structure your skill
+
+```
+skills/your-skill-name/
+├── SKILL.md           # Required - main instructions
+├── references/        # Optional - additional documentation
+│   └── guide.md
+├── scripts/           # Optional - executable code
+│   └── helper.py
+└── assets/            # Optional - templates, images, data
+    └── template.json
+```
+
+### 5. Write effective instructions
+
+- Keep `SKILL.md` under 500 lines
+- Move detailed reference material to `references/`
+- Include step-by-step instructions
+- Add examples of inputs and outputs
+- Cover common edge cases
+
+## Improving Existing Skills
+
+1. Read the existing skill thoroughly
+2. Test your changes locally
+3. Keep changes focused and minimal
+4. Update the version in metadata if making significant changes
+
+## Submitting Your Contribution
+
+1. Fork the repository
+2. Create a feature branch (`git checkout -b feature/new-skill-name`)
+3. Make your changes
+4. Test locally with an AI agent
+5. Submit a pull request using the appropriate template:
+   - [New Skill](?template=new-skill.md)
+   - [Skill Update](?template=skill-update.md)
+   - [Documentation](?template=documentation.md)
+
+## Skill Quality Checklist
+
+- [ ] `name` matches directory name
+- [ ] `description` clearly explains when to use the skill
+- [ ] Instructions are clear and actionable
+- [ ] No sensitive data or credentials
+- [ ] Follows existing skill patterns in the repo
+
+## Questions?
+
+Open an issue if you have questions or need help with your contribution.

LICENSE

@@ -0,0 +1,21 @@
+MIT License
+
+Copyright (c) 2025 Corey Haines
+
+Permission is hereby granted, free of charge, to any person obtaining a copy
+of this software and associated documentation files (the "Software"), to deal
+in the Software without restriction, including without limitation the rights
+to use, copy, modify, merge, publish, distribute, sublicense, and/or sell
+copies of the Software, and to permit persons to whom the Software is
+furnished to do so, subject to the following conditions:
+
+The above copyright notice and this permission notice shall be included in all
+copies or substantial portions of the Software.
+
+THE SOFTWARE IS PROVIDED "AS IS", WITHOUT WARRANTY OF ANY KIND, EXPRESS OR
+IMPLIED, INCLUDING BUT NOT LIMITED TO THE WARRANTIES OF MERCHANTABILITY,
+FITNESS FOR A PARTICULAR PURPOSE AND NONINFRINGEMENT. IN NO EVENT SHALL THE
+AUTHORS OR COPYRIGHT HOLDERS BE LIABLE FOR ANY CLAIM, DAMAGES OR OTHER
+LIABILITY, WHETHER IN AN ACTION OF CONTRACT, TORT OR OTHERWISE, ARISING FROM,
+OUT OF OR IN CONNECTION WITH THE SOFTWARE OR THE USE OR OTHER DEALINGS IN THE
+SOFTWARE.

README.md

@@ -1,61 +1,110 @@
-# Marketing Skills for Claude Code
+# Marketing Skills for AI Agents
 
-A collection of AI agent skills focused on marketing tasks. Built for technical marketers and founders who want Claude Code (or similar AI coding assistants) to help with conversion optimization, copywriting, SEO, analytics, and growth engineering.
+A collection of AI agent skills focused on marketing tasks. Built for technical marketers and founders who want AI coding agents to help with conversion optimization, copywriting, SEO, analytics, and growth engineering. Works with Claude Code, OpenAI Codex, Cursor, Windsurf, and any agent that supports the [Agent Skills spec](https://agentskills.io).
 
-Built by [Corey Haines](https://corey.co). Need hands-on help? Check out [Conversion Factory](https://conversionfactory.co) — Corey's agency for conversion optimization, landing pages, and growth strategy.
+Built by [Corey Haines](https://corey.co?ref=marketingskills). Need hands-on help? Check out [Conversion Factory](https://conversionfactory.co?ref=marketingskills) — Corey's agency for conversion optimization, landing pages, and growth strategy. Want to learn more about marketing? Subscribe to [Swipe Files](https://swipefiles.com?ref=marketingskills). Want an autonomous AI agent that uses these skills to be your CMO? Try [Magister](https://magistermarketing.com?ref=marketingskills).
+
+New to the terminal and coding agents? Check out the companion guide [Coding for Marketers](https://codingformarketers.com?ref=marketingskills).
 
 **Contributions welcome!** Found a way to improve a skill or have a new one to add? [Open a PR](#contributing).
 
+Run into a problem or have a question? [Open an issue](https://github.com/coreyhaines31/marketingskills/issues) — we're happy to help.
+
 ## What are Skills?
 
-Skills are markdown files that give AI agents specialized knowledge and workflows for specific tasks. When you add these to your project, Claude Code can recognize when you're working on a marketing task and apply the right frameworks and best practices.
+Skills are markdown files that give AI agents specialized knowledge and workflows for specific tasks. When you add these to your project, your agent can recognize when you're working on a marketing task and apply the right frameworks and best practices.
+
+## How Skills Work Together
+
+Skills reference each other and build on shared context. The `product-marketing-context` skill is the foundation — every other skill checks it first to understand your product, audience, and positioning before doing anything.
+
+```
+                            ┌──────────────────────────────────────┐
+                            │      product-marketing-context       │
+                            │    (read by all other skills first)  │
+                            └──────────────────┬───────────────────┘
+                                               │
+    ┌──────────────┬─────────────┬─────────────┼─────────────┬──────────────┬──────────────┐
+    ▼              ▼             ▼             ▼             ▼              ▼              ▼
+┌──────────┐ ┌──────────┐ ┌──────────┐ ┌────────────┐ ┌──────────┐ ┌─────────────┐ ┌───────────┐
+│  SEO &   │ │   CRO    │ │Content & │ │  Paid &    │ │ Growth & │ │  Sales &    │ │ Strategy  │
+│ Content  │ │          │ │   Copy   │ │Measurement │ │Retention │ │    GTM      │ │           │
+├──────────┤ ├──────────┤ ├──────────┤ ├────────────┤ ├──────────┤ ├─────────────┤ ├───────────┤
+│seo-audit │ │page-cro  │ │copywritng│ │paid-ads    │ │referral  │ │revops       │ │mktg-ideas │
+│ai-seo    │ │signup-cro│ │copy-edit │ │ad-creative │ │free-tool │ │sales-enable │ │mktg-psych │
+│site-arch │ │onboard   │ │cold-email│ │ab-test     │ │churn-    │ │launch       │ │           │
+│programm  │ │form-cro  │ │email-seq │ │analytics   │ │ prevent  │ │pricing      │ │           │
+│schema    │ │popup-cro │ │social    │ │            │ │          │ │competitor   │ │           │
+│content   │ │paywall   │ │          │ │            │ │          │ │             │ │           │
+└────┬─────┘ └────┬─────┘ └────┬─────┘ └─────┬──────┘ └────┬─────┘ └──────┬──────┘ └─────┬─────┘
+     │            │            │              │             │              │              │
+     └────────────┴─────┬──────┴──────────────┴─────────────┴──────────────┴──────────────┘
+                        │
+         Skills cross-reference each other:
+           copywriting ↔ page-cro ↔ ab-test-setup
+           revops ↔ sales-enablement ↔ cold-email
+           seo-audit ↔ schema-markup ↔ ai-seo
+```
+
+See each skill's **Related Skills** section for the full dependency map.
 
 ## Available Skills
 
-| Skill | Description | Triggers |
-|-------|-------------|----------|
-| [ab-test-setup](skills/ab-test-setup/) | Plan and implement A/B tests | "A/B test," "split test," "experiment" |
-| [analytics-tracking](skills/analytics-tracking/) | Set up tracking and measurement | "tracking," "GA4," "GTM," "events" |
-| [competitor-alternatives](skills/competitor-alternatives/) | Competitor comparison and alternative pages | "vs page," "alternative page," "[X] vs [Y]" |
-| [copy-editing](skills/copy-editing/) | Edit and polish existing copy | "edit this copy," "review my copy," "copy sweep" |
-| [copywriting](skills/copywriting/) | Write or improve marketing copy | "write copy," "rewrite," "headlines," "CTA copy" |
-| [email-sequence](skills/email-sequence/) | Build email sequences and drip campaigns | "email sequence," "drip campaign," "nurture" |
-| [form-cro](skills/form-cro/) | Optimize lead capture and contact forms | "form optimization," "lead form," "contact form" |
-| [free-tool-strategy](skills/free-tool-strategy/) | Plan engineering-as-marketing tools | "free tool," "calculator," "lead gen tool" |
-| [launch-strategy](skills/launch-strategy/) | Product launches and feature announcements | "launch," "Product Hunt," "feature release" |
-| [marketing-ideas](skills/marketing-ideas/) | 140 SaaS marketing ideas and strategies | "marketing ideas," "growth ideas," "how to market" |
-| [marketing-psychology](skills/marketing-psychology/) | 70+ mental models for marketing | "psychology," "mental models," "cognitive bias" |
-| [onboarding-cro](skills/onboarding-cro/) | Improve user activation and onboarding | "onboarding," "activation," "first-run experience" |
-| [page-cro](skills/page-cro/) | Conversion optimization for any marketing page | "optimize [page]," "CRO," "page isn't converting" |
-| [paid-ads](skills/paid-ads/) | Create and optimize paid ad campaigns | "PPC," "Google Ads," "Meta ads," "paid media" |
-| [paywall-upgrade-cro](skills/paywall-upgrade-cro/) | In-app paywalls and upgrade screens | "paywall," "upgrade screen," "feature gate" |
-| [popup-cro](skills/popup-cro/) | Create/optimize popups and modals | "popup," "modal," "exit intent" |
-| [pricing-strategy](skills/pricing-strategy/) | Design pricing, packaging, and monetization | "pricing," "tiers," "freemium," "willingness to pay" |
-| [programmatic-seo](skills/programmatic-seo/) | Build SEO pages at scale | "programmatic SEO," "template pages," "pages at scale" |
-| [referral-program](skills/referral-program/) | Design referral and affiliate programs | "referral," "affiliate," "word of mouth," "viral" |
-| [schema-markup](skills/schema-markup/) | Add structured data and rich snippets | "schema," "JSON-LD," "structured data" |
-| [seo-audit](skills/seo-audit/) | Audit technical and on-page SEO | "SEO audit," "technical SEO," "not ranking" |
-| [signup-flow-cro](skills/signup-flow-cro/) | Optimize signup and registration flows | "signup optimization," "registration form" |
-| [social-content](skills/social-content/) | Create and schedule social media content | "LinkedIn post," "Twitter thread," "social media" |
+<!-- SKILLS:START -->
+| Skill | Description |
+|-------|-------------|
+| [ab-test-setup](skills/ab-test-setup/) | When the user wants to plan, design, or implement an A/B test or experiment. Also use when the user mentions "A/B... |
+| [ad-creative](skills/ad-creative/) | When the user wants to generate, iterate, or scale ad creative — headlines, descriptions, primary text, or full ad... |
+| [ai-seo](skills/ai-seo/) | When the user wants to optimize content for AI search engines, get cited by LLMs, or appear in AI-generated answers.... |
+| [analytics-tracking](skills/analytics-tracking/) | When the user wants to set up, improve, or audit analytics tracking and measurement. Also use when the user mentions... |
+| [churn-prevention](skills/churn-prevention/) | When the user wants to reduce churn, build cancellation flows, set up save offers, recover failed payments, or... |
+| [cold-email](skills/cold-email/) | Write B2B cold emails and follow-up sequences that get replies. Use when the user wants to write cold outreach emails,... |
+| [competitor-alternatives](skills/competitor-alternatives/) | When the user wants to create competitor comparison or alternative pages for SEO and sales enablement. Also use when... |
+| [content-strategy](skills/content-strategy/) | When the user wants to plan a content strategy, decide what content to create, or figure out what topics to cover. Also... |
+| [copy-editing](skills/copy-editing/) | When the user wants to edit, review, or improve existing marketing copy. Also use when the user mentions 'edit this... |
+| [copywriting](skills/copywriting/) | When the user wants to write, rewrite, or improve marketing copy for any page — including homepage, landing pages,... |
+| [email-sequence](skills/email-sequence/) | When the user wants to create or optimize an email sequence, drip campaign, automated email flow, or lifecycle email... |
+| [form-cro](skills/form-cro/) | When the user wants to optimize any form that is NOT signup/registration — including lead capture forms, contact forms,... |
+| [free-tool-strategy](skills/free-tool-strategy/) | When the user wants to plan, evaluate, or build a free tool for marketing purposes — lead generation, SEO value, or... |
+| [launch-strategy](skills/launch-strategy/) | When the user wants to plan a product launch, feature announcement, or release strategy. Also use when the user... |
+| [marketing-ideas](skills/marketing-ideas/) | When the user needs marketing ideas, inspiration, or strategies for their SaaS or software product. Also use when the... |
+| [marketing-psychology](skills/marketing-psychology/) | When the user wants to apply psychological principles, mental models, or behavioral science to marketing. Also use when... |
+| [onboarding-cro](skills/onboarding-cro/) | When the user wants to optimize post-signup onboarding, user activation, first-run experience, or time-to-value. Also... |
+| [page-cro](skills/page-cro/) | When the user wants to optimize, improve, or increase conversions on any marketing page — including homepage, landing... |
+| [paid-ads](skills/paid-ads/) | When the user wants help with paid advertising campaigns on Google Ads, Meta (Facebook/Instagram), LinkedIn, Twitter/X,... |
+| [paywall-upgrade-cro](skills/paywall-upgrade-cro/) | When the user wants to create or optimize in-app paywalls, upgrade screens, upsell modals, or feature gates. Also use... |
+| [popup-cro](skills/popup-cro/) | When the user wants to create or optimize popups, modals, overlays, slide-ins, or banners for conversion purposes. Also... |
+| [pricing-strategy](skills/pricing-strategy/) | When the user wants help with pricing decisions, packaging, or monetization strategy. Also use when the user mentions... |
+| [product-marketing-context](skills/product-marketing-context/) | When the user wants to create or update their product marketing context document. Also use when the user mentions... |
+| [programmatic-seo](skills/programmatic-seo/) | When the user wants to create SEO-driven pages at scale using templates and data. Also use when the user mentions... |
+| [referral-program](skills/referral-program/) | When the user wants to create, optimize, or analyze a referral program, affiliate program, or word-of-mouth strategy.... |
+| [revops](skills/revops/) | When the user wants help with revenue operations, lead lifecycle management, or marketing-to-sales handoff... |
+| [sales-enablement](skills/sales-enablement/) | When the user wants to create sales collateral, pitch decks, one-pagers, objection handling docs, or demo scripts... |
+| [schema-markup](skills/schema-markup/) | When the user wants to add, fix, or optimize schema markup and structured data on their site. Also use when the user... |
+| [seo-audit](skills/seo-audit/) | When the user wants to audit, review, or diagnose SEO issues on their site. Also use when the user mentions "SEO... |
+| [signup-flow-cro](skills/signup-flow-cro/) | When the user wants to optimize signup, registration, account creation, or trial activation flows. Also use when the... |
+| [site-architecture](skills/site-architecture/) | When the user wants to plan, map, or restructure their website's page hierarchy, navigation, URL structure, or internal... |
+| [social-content](skills/social-content/) | When the user wants help creating, scheduling, or optimizing social media content for LinkedIn, Twitter/X, Instagram,... |
+<!-- SKILLS:END -->
 
 ## Installation
 
 ### Option 1: CLI Install (Recommended)
 
-Use [add-skill](https://github.com/vercel-labs/add-skill) to install skills directly:
+Use [npx skills](https://github.com/vercel-labs/skills) to install skills directly:
 
 ```bash
 # Install all skills
-npx add-skill coreyhaines31/marketingskills
+npx skills add coreyhaines31/marketingskills
 
 # Install specific skills
-npx add-skill coreyhaines31/marketingskills --skill page-cro copywriting
+npx skills add coreyhaines31/marketingskills --skill page-cro copywriting
 
 # List available skills
-npx add-skill coreyhaines31/marketingskills --list
+npx skills add coreyhaines31/marketingskills --list
 ```
 
-This automatically installs to your `.claude/skills/` directory.
+This automatically installs to your `.agents/skills/` directory (and symlinks into `.claude/skills/` for Claude Code compatibility).
 
 ### Option 2: Claude Code Plugin
 
@@ -75,7 +124,7 @@ Clone the entire repo and copy the skills folder:
 
 ```bash
 git clone https://github.com/coreyhaines31/marketingskills.git
-cp -r marketingskills/skills/* .claude/skills/
+cp -r marketingskills/skills/* .agents/skills/
 ```
 
 ### Option 4: Git Submodule
@@ -83,10 +132,10 @@ cp -r marketingskills/skills/* .claude/skills/
 Add as a submodule for easy updates:
 
 ```bash
-git submodule add https://github.com/coreyhaines31/marketingskills.git .claude/marketingskills
+git submodule add https://github.com/coreyhaines31/marketingskills.git .agents/marketingskills
 ```
 
-Then reference skills from `.claude/marketingskills/skills/`.
+Then reference skills from `.agents/marketingskills/skills/`.
 
 ### Option 5: Fork and Customize
 
@@ -94,9 +143,35 @@ Then reference skills from `.claude/marketingskills/skills/`.
 2. Customize skills for your specific needs
 3. Clone your fork into your projects
 
+### Option 6: SkillKit (Multi-Agent)
+
+Use [SkillKit](https://github.com/rohitg00/skillkit) to install skills across multiple AI agents (Claude Code, Cursor, Copilot, etc.):
+
+```bash
+# Install all skills
+npx skillkit install coreyhaines31/marketingskills
+
+# Install specific skills
+npx skillkit install coreyhaines31/marketingskills --skill page-cro copywriting
+
+# List available skills
+npx skillkit install coreyhaines31/marketingskills --list
+```
+
+## Upgrading from v1.0
+
+Skills now use `.agents/` instead of `.claude/` for the product marketing context file. Move your existing context file:
+
+```bash
+mkdir -p .agents
+mv .claude/product-marketing-context.md .agents/product-marketing-context.md
+```
+
+Skills will still check `.claude/` as a fallback, so nothing breaks if you don't.
+
 ## Usage
 
-Once installed, just ask Claude Code to help with marketing tasks:
+Once installed, just ask your agent to help with marketing tasks:
 
 ```
 "Help me optimize this landing page for conversions"
@@ -133,23 +208,30 @@ You can also invoke skills directly:
 ### Content & Copy
 - `copywriting` - Marketing page copy
 - `copy-editing` - Edit and polish existing copy
+- `cold-email` - B2B cold outreach emails and sequences
 - `email-sequence` - Automated email flows
 - `social-content` - Social media content
 
 ### SEO & Discovery
 - `seo-audit` - Technical and on-page SEO
+- `ai-seo` - AI search optimization (AEO, GEO, LLMO)
 - `programmatic-seo` - Scaled page generation
+- `site-architecture` - Page hierarchy, navigation, URL structure
 - `competitor-alternatives` - Comparison and alternative pages
 - `schema-markup` - Structured data
 
 ### Paid & Distribution
 - `paid-ads` - Google, Meta, LinkedIn ad campaigns
+- `ad-creative` - Bulk ad creative generation and iteration
 - `social-content` - Social media scheduling and strategy
 
 ### Measurement & Testing
 - `analytics-tracking` - Event tracking setup
 - `ab-test-setup` - Experiment design
 
+### Retention
+- `churn-prevention` - Cancel flows, save offers, dunning, payment recovery
+
 ### Growth Engineering
 - `free-tool-strategy` - Marketing tools and calculators
 - `referral-program` - Referral and affiliate programs
@@ -160,45 +242,16 @@ You can also invoke skills directly:
 - `launch-strategy` - Product launches and announcements
 - `pricing-strategy` - Pricing, packaging, and monetization
 
+### Sales & RevOps
+- `revops` - Lead lifecycle, scoring, routing, pipeline management
+- `sales-enablement` - Sales decks, one-pagers, objection docs, demo scripts
+
 ## Contributing
 
 Found a way to improve a skill? Have a new skill to suggest? PRs and issues welcome!
 
-**Ideas for contributions:**
-- Improve existing skill instructions or frameworks
-- Add new experiment ideas or best practices
-- Fix typos or clarify confusing sections
-- Suggest new skills (open an issue first to discuss)
-- Add examples or case studies
-
-**How to contribute:**
-1. Fork the repo
-2. Edit the skill file(s)
-3. Submit a PR with a clear description of what you improved
-
-### Skill File Structure
-
-Each skill is a directory containing a `SKILL.md` file:
-
-```
-skills/
-  skill-name/
-    SKILL.md
-```
-
-The `SKILL.md` file follows this format:
-
-```markdown
----
-name: skill-name
-description: One-line description for skill selection
----
-
-# Skill Name
-
-[Full instructions for the AI agent]
-```
+See [CONTRIBUTING.md](CONTRIBUTING.md) for guidelines on adding or improving skills.
 
 ## License
 
-MIT - Use these however you want.
+[MIT](LICENSE) - Use these however you want.

VERSIONS.md

@@ -0,0 +1,70 @@
+# Marketing Skills Versions
+
+Current versions of all skills. Agents can compare against local versions to check for updates.
+
+| Skill | Version | Last Updated |
+|-------|---------|--------------|
+| ab-test-setup | 1.1.0 | 2026-02-27 |
+| ad-creative | 1.1.0 | 2026-02-27 |
+| ai-seo | 1.1.0 | 2026-02-27 |
+| analytics-tracking | 1.1.0 | 2026-02-27 |
+| churn-prevention | 1.1.0 | 2026-02-27 |
+| cold-email | 1.1.0 | 2026-02-27 |
+| competitor-alternatives | 1.1.0 | 2026-02-27 |
+| content-strategy | 1.1.0 | 2026-02-27 |
+| copy-editing | 1.1.0 | 2026-02-27 |
+| copywriting | 1.1.0 | 2026-02-27 |
+| email-sequence | 1.1.0 | 2026-02-27 |
+| form-cro | 1.1.0 | 2026-02-27 |
+| free-tool-strategy | 1.1.0 | 2026-02-27 |
+| launch-strategy | 1.1.0 | 2026-02-27 |
+| marketing-ideas | 1.1.0 | 2026-02-27 |
+| marketing-psychology | 1.1.0 | 2026-02-27 |
+| onboarding-cro | 1.1.0 | 2026-02-27 |
+| page-cro | 1.1.0 | 2026-02-27 |
+| paid-ads | 1.1.0 | 2026-02-27 |
+| paywall-upgrade-cro | 1.1.0 | 2026-02-27 |
+| popup-cro | 1.1.0 | 2026-02-27 |
+| pricing-strategy | 1.1.0 | 2026-02-27 |
+| product-marketing-context | 1.1.0 | 2026-02-27 |
+| programmatic-seo | 1.1.0 | 2026-02-27 |
+| referral-program | 1.1.0 | 2026-02-27 |
+| revops | 1.1.0 | 2026-02-27 |
+| sales-enablement | 1.1.0 | 2026-02-27 |
+| schema-markup | 1.1.0 | 2026-02-27 |
+| seo-audit | 1.1.0 | 2026-02-27 |
+| signup-flow-cro | 1.1.0 | 2026-02-27 |
+| site-architecture | 1.1.0 | 2026-02-27 |
+| social-content | 1.1.0 | 2026-02-27 |
+
+## Recent Changes
+
+### 2026-02-27
+- Migrated context path from `.claude/` to `.agents/` for agent-agnostic compatibility
+- All skills now check `.agents/product-marketing-context.md` first, with `.claude/` fallback for older setups
+- Updated install paths in README to reference `.agents/skills/`
+- Bumped all 32 skills from 1.0.0 → 1.1.0
+
+### 2026-02-22
+- Added `revops` skill for revenue operations, lead lifecycle, scoring, routing, pipeline management, and CRM automation
+- Added `sales-enablement` skill for sales decks, one-pagers, objection handling, demo scripts, and sales playbooks
+
+### 2026-02-21
+- Added `site-architecture` skill for website structure planning, page hierarchy, navigation design, URL structure, and internal linking strategy
+
+### 2026-02-18
+- Added `ai-seo` skill for AI search optimization (AEO, GEO, LLMO, AI Overviews)
+- Moved AEO/GEO content patterns from `seo-audit` references to `ai-seo` skill
+- Added `churn-prevention` skill for cancel flows, save offers, dunning, and payment recovery
+
+### 2026-02-17
+- Added `ad-creative` skill for bulk ad creative generation and performance-based iteration
+- Added 51 zero-dependency CLI tools for marketing platforms (`tools/clis/`)
+- Added 31 new integration guides (`tools/integrations/`)
+- Added 4 email outreach CLIs: hunter, snov, lemlist, instantly
+- Security hardening: header auth for meta-ads, URL encoding, input validation
+- All CLIs reviewed via independent codex audit (auth, security, error handling, consistency)
+
+### 2026-01-27
+- Initial version tracking added
+- Added tools registry with 29 integration guides

skills/ab-test-setup/SKILL.md

@@ -1,6 +1,8 @@
 ---
 name: ab-test-setup
-description: When the user wants to plan, design, or implement an A/B test or experiment. Also use when the user mentions "A/B test," "split test," "experiment," "test this change," "variant copy," "multivariate test," or "hypothesis." For tracking implementation, see analytics-tracking.
+description: When the user wants to plan, design, or implement an A/B test or experiment. Also use when the user mentions "A/B test," "split test," "experiment," "test this change," "variant copy," "multivariate test," "hypothesis," "should I test this," "which version is better," "test two versions," "statistical significance," or "how long should I run this test." Use this whenever someone is comparing two approaches and wants to measure which performs better. For tracking implementation, see analytics-tracking. For page-level conversion optimization, see page-cro.
+metadata:
+  version: 1.1.0
 ---
 
 # A/B Test Setup
@@ -9,22 +11,14 @@ You are an expert in experimentation and A/B testing. Your goal is to help desig
 
 ## Initial Assessment
 
+**Check for product marketing context first:**
+If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
 Before designing a test, understand:
 
-1. **Test Context**
-   - What are you trying to improve?
-   - What change are you considering?
-   - What made you want to test this?
-
-2. **Current State**
-   - Baseline conversion rate?
-   - Current traffic volume?
-   - Any historical test data?
-
-3. **Constraints**
-   - Technical implementation complexity?
-   - Timeline requirements?
-   - Tools available?
+1. **Test Context** - What are you trying to improve? What change are you considering?
+2. **Current State** - Baseline conversion rate? Current traffic volume?
+3. **Constraints** - Technical complexity? Timeline? Tools available?
 
 ---
 
@@ -38,7 +32,6 @@ Before designing a test, understand:
 ### 2. Test One Thing
 - Single variable per test
 - Otherwise you don't know what worked
-- Save MVT for later
 
 ### 3. Statistical Rigor
 - Pre-determine sample size
@@ -64,81 +57,41 @@ for [audience].
 We'll know this is true when [metrics].
 ```
 
-### Examples
+### Example
 
-**Weak hypothesis:**
-"Changing the button color might increase clicks."
+**Weak**: "Changing the button color might increase clicks."
 
-**Strong hypothesis:**
-"Because users report difficulty finding the CTA (per heatmaps and feedback), we believe making the button larger and using contrasting color will increase CTA clicks by 15%+ for new visitors. We'll measure click-through rate from page view to signup start."
-
-### Good Hypotheses Include
-
-- **Observation**: What prompted this idea
-- **Change**: Specific modification
-- **Effect**: Expected outcome and direction
-- **Audience**: Who this applies to
-- **Metric**: How you'll measure success
+**Strong**: "Because users report difficulty finding the CTA (per heatmaps and feedback), we believe making the button larger and using contrasting color will increase CTA clicks by 15%+ for new visitors. We'll measure click-through rate from page view to signup start."
 
 ---
 
 ## Test Types
 
-### A/B Test (Split Test)
-- Two versions: Control (A) vs. Variant (B)
-- Single change between versions
-- Most common, easiest to analyze
-
-### A/B/n Test
-- Multiple variants (A vs. B vs. C...)
-- Requires more traffic
-- Good for testing several options
-
-### Multivariate Test (MVT)
-- Multiple changes in combinations
-- Tests interactions between changes
-- Requires significantly more traffic
-- Complex analysis
-
-### Split URL Test
-- Different URLs for variants
-- Good for major page changes
-- Easier implementation sometimes
+| Type | Description | Traffic Needed |
+|------|-------------|----------------|
+| A/B | Two versions, single change | Moderate |
+| A/B/n | Multiple variants | Higher |
+| MVT | Multiple changes in combinations | Very high |
+| Split URL | Different URLs for variants | Moderate |
 
 ---
 
-## Sample Size Calculation
-
-### Inputs Needed
-
-1. **Baseline conversion rate**: Your current rate
-2. **Minimum detectable effect (MDE)**: Smallest change worth detecting
-3. **Statistical significance level**: Usually 95%
-4. **Statistical power**: Usually 80%
+## Sample Size
 
 ### Quick Reference
 
-| Baseline Rate | 10% Lift | 20% Lift | 50% Lift |
-|---------------|----------|----------|----------|
+| Baseline | 10% Lift | 20% Lift | 50% Lift |
+|----------|----------|----------|----------|
 | 1% | 150k/variant | 39k/variant | 6k/variant |
 | 3% | 47k/variant | 12k/variant | 2k/variant |
 | 5% | 27k/variant | 7k/variant | 1.2k/variant |
 | 10% | 12k/variant | 3k/variant | 550/variant |
 
-### Formula Resources
-- Evan Miller's calculator: https://www.evanmiller.org/ab-testing/sample-size.html
-- Optimizely's calculator: https://www.optimizely.com/sample-size-calculator/
+**Calculators:**
+- [Evan Miller's](https://www.evanmiller.org/ab-testing/sample-size.html)
+- [Optimizely's](https://www.optimizely.com/sample-size-calculator/)
 
-### Test Duration
-
-```
-Duration = Sample size needed per variant × Number of variants
-           ───────────────────────────────────────────────────
-           Daily traffic to test page × Conversion rate
-```
-
-Minimum: 1-2 business cycles (usually 1-2 weeks)
-Maximum: Avoid running too long (novelty effects, external factors)
+**For detailed sample size tables and duration calculations**: See [references/sample-size-guide.md](references/sample-size-guide.md)
 
 ---
 
@@ -152,228 +105,106 @@ Maximum: Avoid running too long (novelty effects, external factors)
 ### Secondary Metrics
 - Support primary metric interpretation
 - Explain why/how the change worked
-- Help understand user behavior
 
 ### Guardrail Metrics
 - Things that shouldn't get worse
-- Revenue, retention, satisfaction
 - Stop test if significantly negative
 
-### Metric Examples by Test Type
-
-**Homepage CTA test:**
-- Primary: CTA click-through rate
-- Secondary: Time to click, scroll depth
-- Guardrail: Bounce rate, downstream conversion
-
-**Pricing page test:**
-- Primary: Plan selection rate
-- Secondary: Time on page, plan distribution
-- Guardrail: Support tickets, refund rate
-
-**Signup flow test:**
-- Primary: Signup completion rate
-- Secondary: Field-level completion, time to complete
-- Guardrail: User activation rate (post-signup quality)
+### Example: Pricing Page Test
+- **Primary**: Plan selection rate
+- **Secondary**: Time on page, plan distribution
+- **Guardrail**: Support tickets, refund rate
 
 ---
 
 ## Designing Variants
 
-### Control (A)
-- Current experience, unchanged
-- Don't modify during test
+### What to Vary
 
-### Variant (B+)
+| Category | Examples |
+|----------|----------|
+| Headlines/Copy | Message angle, value prop, specificity, tone |
+| Visual Design | Layout, color, images, hierarchy |
+| CTA | Button copy, size, placement, number |
+| Content | Information included, order, amount, social proof |
 
-**Best practices:**
+### Best Practices
 - Single, meaningful change
 - Bold enough to make a difference
 - True to the hypothesis
 
-**What to vary:**
-
-Headlines/Copy:
-- Message angle
-- Value proposition
-- Specificity level
-- Tone/voice
-
-Visual Design:
-- Layout structure
-- Color and contrast
-- Image selection
-- Visual hierarchy
-
-CTA:
-- Button copy
-- Size/prominence
-- Placement
-- Number of CTAs
-
-Content:
-- Information included
-- Order of information
-- Amount of content
-- Social proof type
-
-### Documenting Variants
-
-```
-Control (A):
-- Screenshot
-- Description of current state
-
-Variant (B):
-- Screenshot or mockup
-- Specific changes made
-- Hypothesis for why this will win
-```
-
 ---
 
 ## Traffic Allocation
 
-### Standard Split
-- 50/50 for A/B test
-- Equal split for multiple variants
+| Approach | Split | When to Use |
+|----------|-------|-------------|
+| Standard | 50/50 | Default for A/B |
+| Conservative | 90/10, 80/20 | Limit risk of bad variant |
+| Ramping | Start small, increase | Technical risk mitigation |
 
-### Conservative Rollout
-- 90/10 or 80/20 initially
-- Limits risk of bad variant
-- Longer to reach significance
-
-### Ramping
-- Start small, increase over time
-- Good for technical risk mitigation
-- Most tools support this
-
-### Considerations
+**Considerations:**
 - Consistency: Users see same variant on return
-- Segment sizes: Ensure segments are large enough
-- Time of day/week: Balanced exposure
+- Balanced exposure across time of day/week
 
 ---
 
-## Implementation Approaches
+## Implementation
 
-### Client-Side Testing
-
-**Tools**: PostHog, Optimizely, VWO, custom
-
-**How it works**:
+### Client-Side
 - JavaScript modifies page after load
-- Quick to implement
-- Can cause flicker
+- Quick to implement, can cause flicker
+- Tools: PostHog, Optimizely, VWO
 
-**Best for**:
-- Marketing pages
-- Copy/visual changes
-- Quick iteration
-
-### Server-Side Testing
-
-**Tools**: PostHog, LaunchDarkly, Split, custom
-
-**How it works**:
-- Variant determined before page renders
-- No flicker
-- Requires development work
-
-**Best for**:
-- Product features
-- Complex changes
-- Performance-sensitive pages
-
-### Feature Flags
-
-- Binary on/off (not true A/B)
-- Good for rollouts
-- Can convert to A/B with percentage split
+### Server-Side
+- Variant determined before render
+- No flicker, requires dev work
+- Tools: PostHog, LaunchDarkly, Split
 
 ---
 
 ## Running the Test
 
 ### Pre-Launch Checklist
-
 - [ ] Hypothesis documented
 - [ ] Primary metric defined
 - [ ] Sample size calculated
-- [ ] Test duration estimated
 - [ ] Variants implemented correctly
 - [ ] Tracking verified
 - [ ] QA completed on all variants
-- [ ] Stakeholders informed
 
 ### During the Test
 
 **DO:**
 - Monitor for technical issues
 - Check segment quality
-- Document any external factors
+- Document external factors
 
 **DON'T:**
 - Peek at results and stop early
 - Make changes to variants
 - Add traffic from new sources
-- End early because you "know" the answer
 
-### Peeking Problem
-
-Looking at results before reaching sample size and stopping when you see significance leads to:
-- False positives
-- Inflated effect sizes
-- Wrong decisions
-
-**Solutions:**
-- Pre-commit to sample size and stick to it
-- Use sequential testing if you must peek
-- Trust the process
+### The Peeking Problem
+Looking at results before reaching sample size and stopping early leads to false positives and wrong decisions. Pre-commit to sample size and trust the process.
 
 ---
 
 ## Analyzing Results
 
 ### Statistical Significance
-
 - 95% confidence = p-value < 0.05
-- Means: <5% chance result is random
+- Means <5% chance result is random
 - Not a guarantee—just a threshold
 
-### Practical Significance
+### Analysis Checklist
 
-Statistical ≠ Practical
-
-- Is the effect size meaningful for business?
-- Is it worth the implementation cost?
-- Is it sustainable over time?
-
-### What to Look At
-
-1. **Did you reach sample size?**
-   - If not, result is preliminary
-
-2. **Is it statistically significant?**
-   - Check confidence intervals
-   - Check p-value
-
-3. **Is the effect size meaningful?**
-   - Compare to your MDE
-   - Project business impact
-
-4. **Are secondary metrics consistent?**
-   - Do they support the primary?
-   - Any unexpected effects?
-
-5. **Any guardrail concerns?**
-   - Did anything get worse?
-   - Long-term risks?
-
-6. **Segment differences?**
-   - Mobile vs. desktop?
-   - New vs. returning?
-   - Traffic source?
+1. **Reach sample size?** If not, result is preliminary
+2. **Statistically significant?** Check confidence intervals
+3. **Effect size meaningful?** Compare to MDE, project impact
+4. **Secondary metrics consistent?** Support the primary?
+5. **Guardrail concerns?** Anything get worse?
+6. **Segment differences?** Mobile vs. desktop? New vs. returning?
 
 ### Interpreting Results
 
@@ -386,84 +217,15 @@ Statistical ≠ Practical
 
 ---
 
-## Documenting and Learning
+## Documentation
 
-### Test Documentation
+Document every test with:
+- Hypothesis
+- Variants (with screenshots)
+- Results (sample, metrics, significance)
+- Decision and learnings
 
-```
-Test Name: [Name]
-Test ID: [ID in testing tool]
-Dates: [Start] - [End]
-Owner: [Name]
-
-Hypothesis:
-[Full hypothesis statement]
-
-Variants:
-- Control: [Description + screenshot]
-- Variant: [Description + screenshot]
-
-Results:
-- Sample size: [achieved vs. target]
-- Primary metric: [control] vs. [variant] ([% change], [confidence])
-- Secondary metrics: [summary]
-- Segment insights: [notable differences]
-
-Decision: [Winner/Loser/Inconclusive]
-Action: [What we're doing]
-
-Learnings:
-[What we learned, what to test next]
-```
-
-### Building a Learning Repository
-
-- Central location for all tests
-- Searchable by page, element, outcome
-- Prevents re-running failed tests
-- Builds institutional knowledge
-
----
-
-## Output Format
-
-### Test Plan Document
-
-```
-# A/B Test: [Name]
-
-## Hypothesis
-[Full hypothesis using framework]
-
-## Test Design
-- Type: A/B / A/B/n / MVT
-- Duration: X weeks
-- Sample size: X per variant
-- Traffic allocation: 50/50
-
-## Variants
-[Control and variant descriptions with visuals]
-
-## Metrics
-- Primary: [metric and definition]
-- Secondary: [list]
-- Guardrails: [list]
-
-## Implementation
-- Method: Client-side / Server-side
-- Tool: [Tool name]
-- Dev requirements: [If any]
-
-## Analysis Plan
-- Success criteria: [What constitutes a win]
-- Segment analysis: [Planned segments]
-```
-
-### Results Summary
-When test is complete
-
-### Recommendations
-Next steps based on results
+**For templates**: See [references/test-templates.md](references/test-templates.md)
 
 ---
 
@@ -473,25 +235,21 @@ Next steps based on results
 - Testing too small a change (undetectable)
 - Testing too many things (can't isolate)
 - No clear hypothesis
-- Wrong audience
 
 ### Execution
 - Stopping early
 - Changing things mid-test
 - Not checking implementation
-- Uneven traffic allocation
 
 ### Analysis
 - Ignoring confidence intervals
 - Cherry-picking segments
 - Over-interpreting inconclusive results
-- Not considering practical significance
 
 ---
 
-## Questions to Ask
+## Task-Specific Questions
 
-If you need more context:
 1. What's your current conversion rate?
 2. How much traffic does this page get?
 3. What change are you considering and why?

skills/ab-test-setup/references/sample-size-guide.md

@@ -0,0 +1,263 @@
+# Sample Size Guide
+
+Reference for calculating sample sizes and test duration.
+
+## Contents
+- Sample Size Fundamentals (required inputs, what these mean)
+- Sample Size Quick Reference Tables
+- Duration Calculator (formula, examples, minimum duration rules, maximum duration guidelines)
+- Online Calculators
+- Adjusting for Multiple Variants
+- Common Sample Size Mistakes
+- When Sample Size Requirements Are Too High
+- Sequential Testing
+- Quick Decision Framework
+
+## Sample Size Fundamentals
+
+### Required Inputs
+
+1. **Baseline conversion rate**: Your current rate
+2. **Minimum detectable effect (MDE)**: Smallest change worth detecting
+3. **Statistical significance level**: Usually 95% (α = 0.05)
+4. **Statistical power**: Usually 80% (β = 0.20)
+
+### What These Mean
+
+**Baseline conversion rate**: If your page converts at 5%, that's your baseline.
+
+**MDE (Minimum Detectable Effect)**: The smallest improvement you care about detecting. Set this based on:
+- Business impact (is a 5% lift meaningful?)
+- Implementation cost (worth the effort?)
+- Realistic expectations (what have past tests shown?)
+
+**Statistical significance (95%)**: Means there's less than 5% chance the observed difference is due to random chance.
+
+**Statistical power (80%)**: Means if there's a real effect of size MDE, you have 80% chance of detecting it.
+
+---
+
+## Sample Size Quick Reference Tables
+
+### Conversion Rate: 1%
+
+| Lift to Detect | Sample per Variant | Total Sample |
+|----------------|-------------------|--------------|
+| 5% (1% → 1.05%) | 1,500,000 | 3,000,000 |
+| 10% (1% → 1.1%) | 380,000 | 760,000 |
+| 20% (1% → 1.2%) | 97,000 | 194,000 |
+| 50% (1% → 1.5%) | 16,000 | 32,000 |
+| 100% (1% → 2%) | 4,200 | 8,400 |
+
+### Conversion Rate: 3%
+
+| Lift to Detect | Sample per Variant | Total Sample |
+|----------------|-------------------|--------------|
+| 5% (3% → 3.15%) | 480,000 | 960,000 |
+| 10% (3% → 3.3%) | 120,000 | 240,000 |
+| 20% (3% → 3.6%) | 31,000 | 62,000 |
+| 50% (3% → 4.5%) | 5,200 | 10,400 |
+| 100% (3% → 6%) | 1,400 | 2,800 |
+
+### Conversion Rate: 5%
+
+| Lift to Detect | Sample per Variant | Total Sample |
+|----------------|-------------------|--------------|
+| 5% (5% → 5.25%) | 280,000 | 560,000 |
+| 10% (5% → 5.5%) | 72,000 | 144,000 |
+| 20% (5% → 6%) | 18,000 | 36,000 |
+| 50% (5% → 7.5%) | 3,100 | 6,200 |
+| 100% (5% → 10%) | 810 | 1,620 |
+
+### Conversion Rate: 10%
+
+| Lift to Detect | Sample per Variant | Total Sample |
+|----------------|-------------------|--------------|
+| 5% (10% → 10.5%) | 130,000 | 260,000 |
+| 10% (10% → 11%) | 34,000 | 68,000 |
+| 20% (10% → 12%) | 8,700 | 17,400 |
+| 50% (10% → 15%) | 1,500 | 3,000 |
+| 100% (10% → 20%) | 400 | 800 |
+
+### Conversion Rate: 20%
+
+| Lift to Detect | Sample per Variant | Total Sample |
+|----------------|-------------------|--------------|
+| 5% (20% → 21%) | 60,000 | 120,000 |
+| 10% (20% → 22%) | 16,000 | 32,000 |
+| 20% (20% → 24%) | 4,000 | 8,000 |
+| 50% (20% → 30%) | 700 | 1,400 |
+| 100% (20% → 40%) | 200 | 400 |
+
+---
+
+## Duration Calculator
+
+### Formula
+
+```
+Duration (days) = (Sample per variant × Number of variants) / (Daily traffic × % exposed)
+```
+
+### Examples
+
+**Scenario 1: High-traffic page**
+- Need: 10,000 per variant (2 variants = 20,000 total)
+- Daily traffic: 5,000 visitors
+- 100% exposed to test
+- Duration: 20,000 / 5,000 = **4 days**
+
+**Scenario 2: Medium-traffic page**
+- Need: 30,000 per variant (60,000 total)
+- Daily traffic: 2,000 visitors
+- 100% exposed
+- Duration: 60,000 / 2,000 = **30 days**
+
+**Scenario 3: Low-traffic with partial exposure**
+- Need: 15,000 per variant (30,000 total)
+- Daily traffic: 500 visitors
+- 50% exposed to test
+- Effective daily: 250
+- Duration: 30,000 / 250 = **120 days** (too long!)
+
+### Minimum Duration Rules
+
+Even with sufficient sample size, run tests for at least:
+- **1 full week**: To capture day-of-week variation
+- **2 business cycles**: If B2B (weekday vs. weekend patterns)
+- **Through paydays**: If e-commerce (beginning/end of month)
+
+### Maximum Duration Guidelines
+
+Avoid running tests longer than 4-8 weeks:
+- Novelty effects wear off
+- External factors intervene
+- Opportunity cost of other tests
+
+---
+
+## Online Calculators
+
+### Recommended Tools
+
+**Evan Miller's Calculator**
+https://www.evanmiller.org/ab-testing/sample-size.html
+- Simple interface
+- Bookmark-worthy
+
+**Optimizely's Calculator**
+https://www.optimizely.com/sample-size-calculator/
+- Business-friendly language
+- Duration estimates
+
+**AB Test Guide Calculator**
+https://www.abtestguide.com/calc/
+- Includes Bayesian option
+- Multiple test types
+
+**VWO Duration Calculator**
+https://vwo.com/tools/ab-test-duration-calculator/
+- Duration-focused
+- Good for planning
+
+---
+
+## Adjusting for Multiple Variants
+
+With more than 2 variants (A/B/n tests), you need more sample:
+
+| Variants | Multiplier |
+|----------|------------|
+| 2 (A/B) | 1x |
+| 3 (A/B/C) | ~1.5x |
+| 4 (A/B/C/D) | ~2x |
+| 5+ | Consider reducing variants |
+
+**Why?** More comparisons increase chance of false positives. You're comparing:
+- A vs B
+- A vs C
+- B vs C (sometimes)
+
+Apply Bonferroni correction or use tools that handle this automatically.
+
+---
+
+## Common Sample Size Mistakes
+
+### 1. Underpowered tests
+**Problem**: Not enough sample to detect realistic effects
+**Fix**: Be realistic about MDE, get more traffic, or don't test
+
+### 2. Overpowered tests
+**Problem**: Waiting for sample size when you already have significance
+**Fix**: This is actually fine—you committed to sample size, honor it
+
+### 3. Wrong baseline rate
+**Problem**: Using wrong conversion rate for calculation
+**Fix**: Use the specific metric and page, not site-wide averages
+
+### 4. Ignoring segments
+**Problem**: Calculating for full traffic, then analyzing segments
+**Fix**: If you plan segment analysis, calculate sample for smallest segment
+
+### 5. Testing too many things
+**Problem**: Dividing traffic too many ways
+**Fix**: Prioritize ruthlessly, run fewer concurrent tests
+
+---
+
+## When Sample Size Requirements Are Too High
+
+Options when you can't get enough traffic:
+
+1. **Increase MDE**: Accept only detecting larger effects (20%+ lift)
+2. **Lower confidence**: Use 90% instead of 95% (risky, document it)
+3. **Reduce variants**: Test only the most promising variant
+4. **Combine traffic**: Test across multiple similar pages
+5. **Test upstream**: Test earlier in funnel where traffic is higher
+6. **Don't test**: Make decision based on qualitative data instead
+7. **Longer test**: Accept longer duration (weeks/months)
+
+---
+
+## Sequential Testing
+
+If you must check results before reaching sample size:
+
+### What is it?
+Statistical method that adjusts for multiple looks at data.
+
+### When to use
+- High-risk changes
+- Need to stop bad variants early
+- Time-sensitive decisions
+
+### Tools that support it
+- Optimizely (Stats Accelerator)
+- VWO (SmartStats)
+- PostHog (Bayesian approach)
+
+### Tradeoff
+- More flexibility to stop early
+- Slightly larger sample size requirement
+- More complex analysis
+
+---
+
+## Quick Decision Framework
+
+### Can I run this test?
+
+```
+Daily traffic to page: _____
+Baseline conversion rate: _____
+MDE I care about: _____
+
+Sample needed per variant: _____ (from tables above)
+Days to run: Sample / Daily traffic = _____
+
+If days > 60: Consider alternatives
+If days > 30: Acceptable for high-impact tests
+If days < 14: Likely feasible
+If days < 7: Easy to run, consider running longer anyway
+```

skills/ab-test-setup/references/test-templates.md

@@ -0,0 +1,277 @@
+# A/B Test Templates Reference
+
+Templates for planning, documenting, and analyzing experiments.
+
+## Contents
+- Test Plan Template
+- Results Documentation Template
+- Test Repository Entry Template
+- Quick Test Brief Template
+- Stakeholder Update Template
+- Experiment Prioritization Scorecard
+- Hypothesis Bank Template
+
+## Test Plan Template
+
+```markdown
+# A/B Test: [Name]
+
+## Overview
+- **Owner**: [Name]
+- **Test ID**: [ID in testing tool]
+- **Page/Feature**: [What's being tested]
+- **Planned dates**: [Start] - [End]
+
+## Hypothesis
+
+Because [observation/data],
+we believe [change]
+will cause [expected outcome]
+for [audience].
+We'll know this is true when [metrics].
+
+## Test Design
+
+| Element | Details |
+|---------|---------|
+| Test type | A/B / A/B/n / MVT |
+| Duration | X weeks |
+| Sample size | X per variant |
+| Traffic allocation | 50/50 |
+| Tool | [Tool name] |
+| Implementation | Client-side / Server-side |
+
+## Variants
+
+### Control (A)
+[Screenshot]
+- Current experience
+- [Key details about current state]
+
+### Variant (B)
+[Screenshot or mockup]
+- [Specific change #1]
+- [Specific change #2]
+- Rationale: [Why we think this will win]
+
+## Metrics
+
+### Primary
+- **Metric**: [metric name]
+- **Definition**: [how it's calculated]
+- **Current baseline**: [X%]
+- **Minimum detectable effect**: [X%]
+
+### Secondary
+- [Metric 1]: [what it tells us]
+- [Metric 2]: [what it tells us]
+- [Metric 3]: [what it tells us]
+
+### Guardrails
+- [Metric that shouldn't get worse]
+- [Another safety metric]
+
+## Segment Analysis Plan
+- Mobile vs. desktop
+- New vs. returning visitors
+- Traffic source
+- [Other relevant segments]
+
+## Success Criteria
+- Winner: [Primary metric improves by X% with 95% confidence]
+- Loser: [Primary metric decreases significantly]
+- Inconclusive: [What we'll do if no significant result]
+
+## Pre-Launch Checklist
+- [ ] Hypothesis documented and reviewed
+- [ ] Primary metric defined and trackable
+- [ ] Sample size calculated
+- [ ] Test duration estimated
+- [ ] Variants implemented correctly
+- [ ] Tracking verified in all variants
+- [ ] QA completed on all variants
+- [ ] Stakeholders informed
+- [ ] Calendar hold for analysis date
+```
+
+---
+
+## Results Documentation Template
+
+```markdown
+# A/B Test Results: [Name]
+
+## Summary
+| Element | Value |
+|---------|-------|
+| Test ID | [ID] |
+| Dates | [Start] - [End] |
+| Duration | X days |
+| Result | Winner / Loser / Inconclusive |
+| Decision | [What we're doing] |
+
+## Hypothesis (Reminder)
+[Copy from test plan]
+
+## Results
+
+### Sample Size
+| Variant | Target | Actual | % of target |
+|---------|--------|--------|-------------|
+| Control | X | Y | Z% |
+| Variant | X | Y | Z% |
+
+### Primary Metric: [Metric Name]
+| Variant | Value | 95% CI | vs. Control |
+|---------|-------|--------|-------------|
+| Control | X% | [X%, Y%] | — |
+| Variant | X% | [X%, Y%] | +X% |
+
+**Statistical significance**: p = X.XX (95% = sig / not sig)
+**Practical significance**: [Is this lift meaningful for the business?]
+
+### Secondary Metrics
+
+| Metric | Control | Variant | Change | Significant? |
+|--------|---------|---------|--------|--------------|
+| [Metric 1] | X | Y | +Z% | Yes/No |
+| [Metric 2] | X | Y | +Z% | Yes/No |
+
+### Guardrail Metrics
+
+| Metric | Control | Variant | Change | Concern? |
+|--------|---------|---------|--------|----------|
+| [Metric 1] | X | Y | +Z% | Yes/No |
+
+### Segment Analysis
+
+**Mobile vs. Desktop**
+| Segment | Control | Variant | Lift |
+|---------|---------|---------|------|
+| Mobile | X% | Y% | +Z% |
+| Desktop | X% | Y% | +Z% |
+
+**New vs. Returning**
+| Segment | Control | Variant | Lift |
+|---------|---------|---------|------|
+| New | X% | Y% | +Z% |
+| Returning | X% | Y% | +Z% |
+
+## Interpretation
+
+### What happened?
+[Explanation of results in plain language]
+
+### Why do we think this happened?
+[Analysis and reasoning]
+
+### Caveats
+[Any limitations, external factors, or concerns]
+
+## Decision
+
+**Winner**: [Control / Variant]
+
+**Action**: [Implement variant / Keep control / Re-test]
+
+**Timeline**: [When changes will be implemented]
+
+## Learnings
+
+### What we learned
+- [Key insight 1]
+- [Key insight 2]
+
+### What to test next
+- [Follow-up test idea 1]
+- [Follow-up test idea 2]
+
+### Impact
+- **Projected lift**: [X% improvement in Y metric]
+- **Business impact**: [Revenue, conversions, etc.]
+```
+
+---
+
+## Test Repository Entry Template
+
+For tracking all tests in a central location:
+
+```markdown
+| Test ID | Name | Page | Dates | Primary Metric | Result | Lift | Link |
+|---------|------|------|-------|----------------|--------|------|------|
+| 001 | Hero headline test | Homepage | 1/1-1/15 | CTR | Winner | +12% | [Link] |
+| 002 | Pricing table layout | Pricing | 1/10-1/31 | Plan selection | Loser | -5% | [Link] |
+| 003 | Signup form fields | Signup | 2/1-2/14 | Completion | Inconclusive | +2% | [Link] |
+```
+
+---
+
+## Quick Test Brief Template
+
+For simple tests that don't need full documentation:
+
+```markdown
+## [Test Name]
+
+**What**: [One sentence description]
+**Why**: [One sentence hypothesis]
+**Metric**: [Primary metric]
+**Duration**: [X weeks]
+**Result**: [TBD / Winner / Loser / Inconclusive]
+**Learnings**: [Key takeaway]
+```
+
+---
+
+## Stakeholder Update Template
+
+```markdown
+## A/B Test Update: [Name]
+
+**Status**: Running / Complete
+**Days remaining**: X (or complete)
+**Current sample**: X% of target
+
+### Preliminary observations
+[What we're seeing - without making decisions yet]
+
+### Next steps
+[What happens next]
+
+### Timeline
+- [Date]: Analysis complete
+- [Date]: Decision and recommendation
+- [Date]: Implementation (if winner)
+```
+
+---
+
+## Experiment Prioritization Scorecard
+
+For deciding which tests to run:
+
+| Factor | Weight | Test A | Test B | Test C |
+|--------|--------|--------|--------|--------|
+| Potential impact | 30% | | | |
+| Confidence in hypothesis | 25% | | | |
+| Ease of implementation | 20% | | | |
+| Risk if wrong | 15% | | | |
+| Strategic alignment | 10% | | | |
+| **Total** | | | | |
+
+Scoring: 1-5 (5 = best)
+
+---
+
+## Hypothesis Bank Template
+
+For collecting test ideas:
+
+```markdown
+| ID | Page/Area | Observation | Hypothesis | Potential Impact | Status |
+|----|-----------|-------------|------------|------------------|--------|
+| H1 | Homepage | Low scroll depth | Shorter hero will increase scroll | High | Testing |
+| H2 | Pricing | Users compare plans | Comparison table will help | Medium | Backlog |
+| H3 | Signup | Drop-off at email | Social login will increase completion | Medium | Backlog |
+```

skills/ad-creative/SKILL.md

@@ -0,0 +1,362 @@
+---
+name: ad-creative
+description: "When the user wants to generate, iterate, or scale ad creative — headlines, descriptions, primary text, or full ad variations — for any paid advertising platform. Also use when the user mentions 'ad copy variations,' 'ad creative,' 'generate headlines,' 'RSA headlines,' 'bulk ad copy,' 'ad iterations,' 'creative testing,' 'ad performance optimization,' 'write me some ads,' 'Facebook ad copy,' 'Google ad headlines,' 'LinkedIn ad text,' or 'I need more ad variations.' Use this whenever someone needs to produce ad copy at scale or iterate on existing ads. For campaign strategy and targeting, see paid-ads. For landing page copy, see copywriting."
+metadata:
+  version: 1.1.0
+---
+
+# Ad Creative
+
+You are an expert performance creative strategist. Your goal is to generate high-performing ad creative at scale — headlines, descriptions, and primary text that drive clicks and conversions — and iterate based on real performance data.
+
+## Before Starting
+
+**Check for product marketing context first:**
+If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
+Gather this context (ask if not provided):
+
+### 1. Platform & Format
+- What platform? (Google Ads, Meta, LinkedIn, TikTok, Twitter/X)
+- What ad format? (Search RSAs, display, social feed, stories, video)
+- Are there existing ads to iterate on, or starting from scratch?
+
+### 2. Product & Offer
+- What are you promoting? (Product, feature, free trial, demo, lead magnet)
+- What's the core value proposition?
+- What makes this different from competitors?
+
+### 3. Audience & Intent
+- Who is the target audience?
+- What stage of awareness? (Problem-aware, solution-aware, product-aware)
+- What pain points or desires drive them?
+
+### 4. Performance Data (if iterating)
+- What creative is currently running?
+- Which headlines/descriptions are performing best? (CTR, conversion rate, ROAS)
+- Which are underperforming?
+- What angles or themes have been tested?
+
+### 5. Constraints
+- Brand voice guidelines or words to avoid?
+- Compliance requirements? (Industry regulations, platform policies)
+- Any mandatory elements? (Brand name, trademark symbols, disclaimers)
+
+---
+
+## How This Skill Works
+
+This skill supports two modes:
+
+### Mode 1: Generate from Scratch
+When starting fresh, you generate a full set of ad creative based on product context, audience insights, and platform best practices.
+
+### Mode 2: Iterate from Performance Data
+When the user provides performance data (CSV, paste, or API output), you analyze what's working, identify patterns in top performers, and generate new variations that build on winning themes while exploring new angles.
+
+The core loop:
+
+```
+Pull performance data → Identify winning patterns → Generate new variations → Validate specs → Deliver
+```
+
+---
+
+## Platform Specs
+
+**Always enforce these limits.** Never deliver creative that exceeds platform character limits.
+
+### Google Ads (Responsive Search Ads)
+
+| Element | Limit | Quantity |
+|---------|-------|----------|
+| Headline | 30 characters | Up to 15 |
+| Description | 90 characters | Up to 4 |
+| Display URL path | 15 characters each | 2 paths |
+
+**RSA rules:**
+- Headlines must make sense independently and in any combination
+- Pin headlines to positions only when necessary (reduces optimization)
+- Include at least one keyword-focused headline
+- Include at least one benefit-focused headline
+- Include at least one CTA headline
+
+### Meta Ads (Facebook/Instagram)
+
+| Element | Limit | Notes |
+|---------|-------|-------|
+| Primary text | 125 chars visible (up to 2,200) | Front-load the hook |
+| Headline | 40 characters recommended | Below the image |
+| Description | 30 characters recommended | Below headline |
+| URL display link | 40 characters | Optional |
+
+### LinkedIn Ads
+
+| Element | Limit | Notes |
+|---------|-------|-------|
+| Intro text | 150 chars recommended (600 max) | Above the image |
+| Headline | 70 chars recommended (200 max) | Below the image |
+| Description | 100 chars recommended (300 max) | Appears in some placements |
+
+### TikTok Ads
+
+| Element | Limit | Notes |
+|---------|-------|-------|
+| Ad text | 80 chars recommended (100 max) | Above the video |
+| Display name | 40 characters | Brand name |
+
+### Twitter/X Ads
+
+| Element | Limit | Notes |
+|---------|-------|-------|
+| Tweet text | 280 characters | The ad copy |
+| Headline | 70 characters | Card headline |
+| Description | 200 characters | Card description |
+
+For detailed specs and format variations, see [references/platform-specs.md](references/platform-specs.md).
+
+---
+
+## Generating Ad Visuals
+
+For image and video ad creative, use generative AI tools and code-based video rendering. See [references/generative-tools.md](references/generative-tools.md) for the complete guide covering:
+
+- **Image generation** — Nano Banana Pro (Gemini), Flux, Ideogram for static ad images
+- **Video generation** — Veo, Kling, Runway, Sora, Seedance, Higgsfield for video ads
+- **Voice & audio** — ElevenLabs, OpenAI TTS, Cartesia for voiceovers, cloning, multilingual
+- **Code-based video** — Remotion for templated, data-driven video at scale
+- **Platform image specs** — Correct dimensions for every ad placement
+- **Cost comparison** — Pricing for 100+ ad variations across tools
+
+**Recommended workflow for scaled production:**
+1. Generate hero creative with AI tools (exploratory, high-quality)
+2. Build Remotion templates based on winning patterns
+3. Batch produce variations with Remotion using data feeds
+4. Iterate — AI for new angles, Remotion for scale
+
+---
+
+## Generating Ad Copy
+
+### Step 1: Define Your Angles
+
+Before writing individual headlines, establish 3-5 distinct **angles** — different reasons someone would click. Each angle should tap into a different motivation.
+
+**Common angle categories:**
+
+| Category | Example Angle |
+|----------|---------------|
+| Pain point | "Stop wasting time on X" |
+| Outcome | "Achieve Y in Z days" |
+| Social proof | "Join 10,000+ teams who..." |
+| Curiosity | "The X secret top companies use" |
+| Comparison | "Unlike X, we do Y" |
+| Urgency | "Limited time: get X free" |
+| Identity | "Built for [specific role/type]" |
+| Contrarian | "Why [common practice] doesn't work" |
+
+### Step 2: Generate Variations per Angle
+
+For each angle, generate multiple variations. Vary:
+- **Word choice** — synonyms, active vs. passive
+- **Specificity** — numbers vs. general claims
+- **Tone** — direct vs. question vs. command
+- **Structure** — short punch vs. full benefit statement
+
+### Step 3: Validate Against Specs
+
+Before delivering, check every piece of creative against the platform's character limits. Flag anything that's over and provide a trimmed alternative.
+
+### Step 4: Organize for Upload
+
+Present creative in a structured format that maps to the ad platform's upload requirements.
+
+---
+
+## Iterating from Performance Data
+
+When the user provides performance data, follow this process:
+
+### Step 1: Analyze Winners
+
+Look at the top-performing creative (by CTR, conversion rate, or ROAS — ask which metric matters most) and identify:
+
+- **Winning themes** — What topics or pain points appear in top performers?
+- **Winning structures** — Questions? Statements? Commands? Numbers?
+- **Winning word patterns** — Specific words or phrases that recur?
+- **Character utilization** — Are top performers shorter or longer?
+
+### Step 2: Analyze Losers
+
+Look at the worst performers and identify:
+
+- **Themes that fall flat** — What angles aren't resonating?
+- **Common patterns in low performers** — Too generic? Too long? Wrong tone?
+
+### Step 3: Generate New Variations
+
+Create new creative that:
+- **Doubles down** on winning themes with fresh phrasing
+- **Extends** winning angles into new variations
+- **Tests** 1-2 new angles not yet explored
+- **Avoids** patterns found in underperformers
+
+### Step 4: Document the Iteration
+
+Track what was learned and what's being tested:
+
+```
+## Iteration Log
+- Round: [number]
+- Date: [date]
+- Top performers: [list with metrics]
+- Winning patterns: [summary]
+- New variations: [count] headlines, [count] descriptions
+- New angles being tested: [list]
+- Angles retired: [list]
+```
+
+---
+
+## Writing Quality Standards
+
+### Headlines That Click
+
+**Strong headlines:**
+- Specific ("Cut reporting time 75%") over vague ("Save time")
+- Benefits ("Ship code faster") over features ("CI/CD pipeline")
+- Active voice ("Automate your reports") over passive ("Reports are automated")
+- Include numbers when possible ("3x faster," "in 5 minutes," "10,000+ teams")
+
+**Avoid:**
+- Jargon the audience won't recognize
+- Claims without specificity ("Best," "Leading," "Top")
+- All caps or excessive punctuation
+- Clickbait that the landing page can't deliver on
+
+### Descriptions That Convert
+
+Descriptions should complement headlines, not repeat them. Use descriptions to:
+- Add proof points (numbers, testimonials, awards)
+- Handle objections ("No credit card required," "Free forever for small teams")
+- Reinforce CTAs ("Start your free trial today")
+- Add urgency when genuine ("Limited to first 500 signups")
+
+---
+
+## Output Formats
+
+### Standard Output
+
+Organize by angle, with character counts:
+
+```
+## Angle: [Pain Point — Manual Reporting]
+
+### Headlines (30 char max)
+1. "Stop Building Reports by Hand" (29)
+2. "Automate Your Weekly Reports" (28)
+3. "Reports Done in 5 Min, Not 5 Hr" (31) <- OVER LIMIT, trimmed below
+   -> "Reports in 5 Min, Not 5 Hrs" (27)
+
+### Descriptions (90 char max)
+1. "Marketing teams save 10+ hours/week with automated reporting. Start free." (73)
+2. "Connect your data sources once. Get automated reports forever. No code required." (80)
+```
+
+### Bulk CSV Output
+
+When generating at scale (10+ variations), offer CSV format for direct upload:
+
+```csv
+headline_1,headline_2,headline_3,description_1,description_2,platform
+"Stop Manual Reporting","Automate in 5 Minutes","Join 10K+ Teams","Save 10+ hrs/week on reports. Start free.","Connect data sources once. Reports forever.","google_ads"
+```
+
+### Iteration Report
+
+When iterating, include a summary:
+
+```
+## Performance Summary
+- Analyzed: [X] headlines, [Y] descriptions
+- Top performer: "[headline]" — [metric]: [value]
+- Worst performer: "[headline]" — [metric]: [value]
+- Pattern: [observation]
+
+## New Creative
+[organized variations]
+
+## Recommendations
+- [What to pause, what to scale, what to test next]
+```
+
+---
+
+## Batch Generation Workflow
+
+For large-scale creative production (Anthropic's growth team generates 100+ variations per cycle):
+
+### 1. Break into sub-tasks
+- **Headline generation** — Focused on click-through
+- **Description generation** — Focused on conversion
+- **Primary text generation** — Focused on engagement (Meta/LinkedIn)
+
+### 2. Generate in waves
+- Wave 1: Core angles (3-5 angles, 5 variations each)
+- Wave 2: Extended variations on top 2 angles
+- Wave 3: Wild card angles (contrarian, emotional, specific)
+
+### 3. Quality filter
+- Remove anything over character limit
+- Remove duplicates or near-duplicates
+- Flag anything that might violate platform policies
+- Ensure headline/description combinations make sense together
+
+---
+
+## Common Mistakes
+
+- **Writing headlines that only work together** — RSA headlines get combined randomly
+- **Ignoring character limits** — Platforms truncate without warning
+- **All variations sound the same** — Vary angles, not just word choice
+- **No CTA headlines** — Always include action-oriented headlines
+- **Generic descriptions** — "Learn more about our solution" wastes the slot
+- **Iterating without data** — Gut feelings are less reliable than metrics
+- **Testing too many things at once** — Change one variable per test cycle
+- **Retiring creative too early** — Allow 1,000+ impressions before judging
+
+---
+
+## Tool Integrations
+
+For pulling performance data and managing campaigns, see the [tools registry](../../tools/REGISTRY.md).
+
+| Platform | Pull Performance Data | Manage Campaigns | Guide |
+|----------|:---------------------:|:----------------:|-------|
+| **Google Ads** | `google-ads campaigns list`, `google-ads reports get` | `google-ads campaigns create` | [google-ads.md](../../tools/integrations/google-ads.md) |
+| **Meta Ads** | `meta-ads insights get` | `meta-ads campaigns list` | [meta-ads.md](../../tools/integrations/meta-ads.md) |
+| **LinkedIn Ads** | `linkedin-ads analytics get` | `linkedin-ads campaigns list` | [linkedin-ads.md](../../tools/integrations/linkedin-ads.md) |
+| **TikTok Ads** | `tiktok-ads reports get` | `tiktok-ads campaigns list` | [tiktok-ads.md](../../tools/integrations/tiktok-ads.md) |
+
+### Workflow: Pull Data, Analyze, Generate
+
+```bash
+# 1. Pull recent ad performance
+node tools/clis/google-ads.js reports get --type ad_performance --date-range last_30_days
+
+# 2. Analyze output (identify top/bottom performers)
+# 3. Feed winning patterns into this skill
+# 4. Generate new variations
+# 5. Upload to platform
+```
+
+---
+
+## Related Skills
+
+- **paid-ads**: For campaign strategy, targeting, budgets, and optimization
+- **copywriting**: For landing page copy (where ad traffic lands)
+- **ab-test-setup**: For structuring creative tests with statistical rigor
+- **marketing-psychology**: For psychological principles behind high-performing creative
+- **copy-editing**: For polishing ad copy before launch

skills/ad-creative/references/generative-tools.md

@@ -0,0 +1,637 @@
+# Generative AI Tools for Ad Creative
+
+Reference for using AI image generators, video generators, and code-based video tools to produce ad visuals at scale.
+
+---
+
+## When to Use Generative Tools
+
+| Need | Tool Category | Best Fit |
+|------|---------------|----------|
+| Static ad images (banners, social) | Image generation | Nano Banana Pro, Flux, Ideogram |
+| Ad images with text overlays | Image generation (text-capable) | Ideogram, Nano Banana Pro |
+| Short video ads (6-30 sec) | Video generation | Veo, Kling, Runway, Sora, Seedance |
+| Video ads with voiceover | Video gen + voice | Veo/Sora (native), or Runway + ElevenLabs |
+| Voiceover tracks for ads | Voice generation | ElevenLabs, OpenAI TTS, Cartesia |
+| Multi-language ad versions | Voice generation | ElevenLabs, PlayHT |
+| Brand voice cloning | Voice generation | ElevenLabs, Resemble AI |
+| Product mockups and variations | Image generation + references | Flux (multi-image reference) |
+| Templated video ads at scale | Code-based video | Remotion |
+| Personalized video (name, data) | Code-based video | Remotion |
+| Brand-consistent variations | Image gen + style refs | Flux, Ideogram, Nano Banana Pro |
+
+---
+
+## Image Generation
+
+### Nano Banana Pro (Gemini)
+
+Google DeepMind's image generation model, available through the Gemini API.
+
+**Best for:** High-quality ad images, product visuals, text rendering
+**API:** Gemini API (Google AI Studio, Vertex AI)
+**Pricing:** ~$0.04/image (Gemini 2.5 Flash Image), ~$0.24/4K image (Nano Banana Pro)
+
+**Strengths:**
+- Strong text rendering in images (logos, headlines)
+- Native image editing (modify existing images with prompts)
+- Available through the same Gemini API used for text generation
+- Supports both generation and editing in one model
+
+**Ad creative use cases:**
+- Generate social media ad images from text descriptions
+- Create product mockup variations
+- Edit existing ad images (swap backgrounds, change colors)
+- Generate images with headline text baked in
+
+**API example:**
+```bash
+# Using the Gemini API for image generation
+curl -X POST "https://generativelanguage.googleapis.com/v1beta/models/gemini-2.5-flash-image:generateContent" \
+  -H "Content-Type: application/json" \
+  -H "x-goog-api-key: $GEMINI_API_KEY" \
+  -d '{
+    "contents": [{"parts": [{"text": "Create a clean, modern social media ad image for a project management tool. Show a laptop with a kanban board interface. Bright, professional, 16:9 ratio."}]}],
+    "generationConfig": {"responseModalities": ["TEXT", "IMAGE"]}
+  }'
+```
+
+**Docs:** [Gemini Image Generation](https://ai.google.dev/gemini-api/docs/image-generation)
+
+---
+
+### Flux (Black Forest Labs)
+
+Open-weight image generation models with API access through Replicate and BFL's native API.
+
+**Best for:** Photorealistic images, brand-consistent variations, multi-reference generation
+**API:** Replicate, BFL API, fal.ai
+**Pricing:** ~$0.01-0.06/image depending on model and resolution
+
+**Model variants:**
+| Model | Speed | Quality | Cost | Best For |
+|-------|-------|---------|------|----------|
+| Flux 2 Pro | ~6 sec | Highest | $0.015/MP | Final production assets |
+| Flux 2 Flex | ~22 sec | High + editing | $0.06/MP | Iterative editing |
+| Flux 2 Dev | ~2.5 sec | Good | $0.012/MP | Rapid prototyping |
+| Flux 2 Klein | Fastest | Good | Lowest | High-volume batch generation |
+
+**Strengths:**
+- Multi-image reference (up to 8 images) for consistent identity across ads
+- Product consistency — same product in different contexts
+- Style transfer from reference images
+- Open-weight Dev model for self-hosting
+
+**Ad creative use cases:**
+- Generate 50+ ad variations with consistent product/person identity
+- Create product-in-context images (your SaaS on different devices)
+- Style-match to existing brand assets using reference images
+- Rapid A/B test image variations
+
+**Docs:** [Replicate Flux](https://replicate.com/black-forest-labs/flux-2-pro), [BFL API](https://docs.bfl.ml/)
+
+---
+
+### Ideogram
+
+Specialized in typography and text rendering within images.
+
+**Best for:** Ad banners with text, branded graphics, social ad images with headlines
+**API:** Ideogram API, Runware
+**Pricing:** ~$0.06/image (API), ~$0.009/image (subscription)
+
+**Strengths:**
+- Best-in-class text rendering (~90% accuracy vs ~30% for most tools)
+- Style reference system (upload up to 3 reference images)
+- 4.3 billion style presets for consistent brand aesthetics
+- Strong at logos and branded typography
+
+**Ad creative use cases:**
+- Generate ad banners with headline text directly in the image
+- Create social media graphics with branded text overlays
+- Produce multiple design variations with consistent typography
+- Generate promotional materials without needing a designer for each iteration
+
+**Docs:** [Ideogram API](https://developer.ideogram.ai/), [Ideogram](https://ideogram.ai/)
+
+---
+
+### Other Image Tools
+
+| Tool | Best For | API Status | Notes |
+|------|----------|------------|-------|
+| **DALL-E 3** (OpenAI) | General image generation | Official API | Integrated with ChatGPT, good text rendering |
+| **Midjourney** | Artistic, high-aesthetic images | No official public API | Discord-based; unofficial APIs exist but risk bans |
+| **Stable Diffusion** | Self-hosted, customizable | Open source | Best for teams with GPU infrastructure |
+
+---
+
+## Video Generation
+
+### Google Veo
+
+Google DeepMind's video generation model, available through the Gemini API and Vertex AI.
+
+**Best for:** High-quality video ads with native audio, vertical video for social
+**API:** Gemini API, Vertex AI
+**Pricing:** ~$0.15/sec (Veo 3.1 Fast), ~$0.40/sec (Veo 3.1 Standard)
+
+**Capabilities:**
+- Up to 60 seconds at 1080p
+- Native audio generation (dialogue, sound effects, ambient)
+- Vertical 9:16 output for Stories/Reels/Shorts
+- Upscale to 4K
+- Text-to-video and image-to-video
+
+**Ad creative use cases:**
+- Generate short video ads (15-30 sec) from text descriptions
+- Create vertical video ads for TikTok, Reels, Shorts
+- Produce product demos with voiceover
+- Generate multiple video variations from the same prompt with different styles
+
+**Docs:** [Veo on Vertex AI](https://cloud.google.com/vertex-ai/generative-ai/docs/video/overview)
+
+---
+
+### Kling (Kuaishou)
+
+Video generation with simultaneous audio-visual generation and camera controls.
+
+**Best for:** Cinematic video ads, longer-form content, audio-synced video
+**API:** Kling API, PiAPI, fal.ai
+**Pricing:** ~$0.09/sec (via fal.ai third-party)
+
+**Capabilities:**
+- Up to 3 minutes at 1080p/30-48fps
+- Simultaneous audio-visual generation (Kling 2.6)
+- Text-to-video and image-to-video
+- Motion and camera controls
+
+**Ad creative use cases:**
+- Longer product explainer videos
+- Cinematic brand videos with synchronized audio
+- Animate product images into video ads
+
+**Docs:** [Kling AI Developer](https://klingai.com/global/dev/model/video)
+
+---
+
+### Runway
+
+Video generation and editing platform with strong controllability.
+
+**Best for:** Controlled video generation, style-consistent content, editing existing footage
+**API:** Runway Developer Portal
+
+**Capabilities:**
+- Gen-4: Character/scene consistency across shots
+- Motion brush and camera controls
+- Image-to-video with reference images
+- Video-to-video style transfer
+
+**Ad creative use cases:**
+- Generate video ads with consistent characters/products across scenes
+- Style-transfer existing footage to match brand aesthetics
+- Extend or remix existing video content
+
+**Docs:** [Runway API](https://docs.dev.runwayml.com/)
+
+---
+
+### Sora 2 (OpenAI)
+
+OpenAI's video generation model with synchronized audio.
+
+**Best for:** High-fidelity video with dialogue and sound
+**API:** OpenAI API
+**Pricing:** Free tier available; Pro from $0.10-0.50/sec depending on resolution
+
+**Capabilities:**
+- Up to 60 seconds with synchronized audio
+- Dialogue, sound effects, and ambient audio
+- sora-2 (fast) and sora-2-pro (quality) variants
+- Text-to-video and image-to-video
+
+**Ad creative use cases:**
+- Video testimonials and talking-head style ads
+- Product demo videos with narration
+- Narrative brand videos
+
+**Docs:** [OpenAI Video Generation](https://platform.openai.com/docs/guides/video-generation)
+
+---
+
+### Seedance 2.0 (ByteDance)
+
+ByteDance's video generation model with simultaneous audio-visual generation and multimodal inputs.
+
+**Best for:** Fast, affordable video ads with native audio, multimodal reference inputs
+**API:** BytePlus (official), Replicate, WaveSpeedAI, fal.ai (third-party); OpenAI-compatible API format
+**Pricing:** ~$0.10-0.80/min depending on resolution (estimated 10-100x cheaper than Sora 2 per clip)
+
+**Capabilities:**
+- Up to 20 seconds at up to 2K resolution
+- Simultaneous audio-visual generation (Dual-Branch Diffusion Transformer)
+- Text-to-video and image-to-video
+- Up to 12 reference files for multimodal input
+- OpenAI-compatible API structure
+
+**Ad creative use cases:**
+- High-volume short video ad production at low cost
+- Video ads with synchronized voiceover and sound effects in one pass
+- Multi-reference generation (feed product images, brand assets, style references)
+- Rapid iteration on video ad concepts
+
+**Docs:** [Seedance](https://seed.bytedance.com/en/seedance2_0)
+
+---
+
+### Higgsfield
+
+Full-stack video creation platform with cinematic camera controls.
+
+**Best for:** Social video ads, cinematic style, mobile-first content
+**Platform:** [higgsfield.ai](https://higgsfield.ai/)
+
+**Capabilities:**
+- 50+ professional camera movements (zooms, pans, FPV drone shots)
+- Image-to-video animation
+- Built-in editing, transitions, and keyframing
+- All-in-one workflow: image gen, animation, editing
+
+**Ad creative use cases:**
+- Social media video ads with cinematic feel
+- Animate product images into dynamic video
+- Create multiple video variations with different camera styles
+- Quick-turn video content for social campaigns
+
+---
+
+### Video Tool Comparison
+
+| Tool | Max Length | Audio | Resolution | API | Best For |
+|------|-----------|-------|------------|-----|----------|
+| **Veo 3.1** | 60 sec | Native | 1080p/4K | Gemini | Vertical social video |
+| **Kling 2.6** | 3 min | Native | 1080p | Third-party | Longer cinematic |
+| **Runway Gen-4** | 10 sec | No | 1080p | Official | Controlled, consistent |
+| **Sora 2** | 60 sec | Native | 1080p | Official | Dialogue-heavy |
+| **Seedance 2.0** | 20 sec | Native | 2K | Official + third-party | Affordable high-volume |
+| **Higgsfield** | Varies | Yes | 1080p | Web-based | Social, mobile-first |
+
+---
+
+## Voice & Audio Generation
+
+For layering realistic voiceovers onto video ads, adding narration to product demos, or generating audio for Remotion-rendered videos. These tools turn ad scripts into natural-sounding voice tracks.
+
+### When to Use Voice Tools
+
+Many video generators (Veo, Kling, Sora, Seedance) now include native audio. Use standalone voice tools when you need:
+
+- **Voiceover on silent video** — Runway Gen-4 and Remotion produce silent output
+- **Brand voice consistency** — Clone a specific voice for all ads
+- **Multi-language versions** — Same ad script in 20+ languages
+- **Script iteration** — Re-record voiceover without reshooting video
+- **Precise control** — Exact timing, emotion, and pacing
+
+---
+
+### ElevenLabs
+
+The market leader in realistic voice generation and voice cloning.
+
+**Best for:** Most natural-sounding voiceovers, brand voice cloning, multilingual
+**API:** REST API with streaming support
+**Pricing:** ~$0.12-0.30 per 1,000 characters depending on plan; starts at $5/month
+
+**Capabilities:**
+- 29+ languages with natural accent and intonation
+- Voice cloning from short audio clips (instant) or longer recordings (professional)
+- Emotion and style control
+- Streaming for real-time generation
+- Voice library with hundreds of pre-built voices
+
+**Ad creative use cases:**
+- Generate voiceover tracks for video ads
+- Clone your brand spokesperson's voice for all ad variations
+- Produce the same ad in 10+ languages from one script
+- A/B test different voice styles (authoritative vs. friendly vs. urgent)
+
+**API example:**
+```bash
+curl -X POST "https://api.elevenlabs.io/v1/text-to-speech/{voice_id}" \
+  -H "xi-api-key: $ELEVENLABS_API_KEY" \
+  -H "Content-Type: application/json" \
+  -d '{
+    "text": "Stop wasting hours on manual reporting. Try DataFlow free for 14 days.",
+    "model_id": "eleven_multilingual_v2",
+    "voice_settings": {"stability": 0.5, "similarity_boost": 0.75}
+  }' --output voiceover.mp3
+```
+
+**Docs:** [ElevenLabs API](https://elevenlabs.io/docs/api-reference/text-to-speech)
+
+---
+
+### OpenAI TTS
+
+Simple, affordable text-to-speech built into the OpenAI API.
+
+**Best for:** Quick voiceovers, cost-effective at scale, simple integration
+**API:** OpenAI API (same SDK as GPT/DALL-E)
+**Pricing:** $15/million chars (standard), $30/million chars (HD); ~$0.015/min with gpt-4o-mini-tts
+
+**Capabilities:**
+- 13 built-in voices (no custom cloning)
+- Multiple languages
+- Real-time streaming
+- HD quality option
+- Simple API — same SDK you already use for GPT
+
+**Ad creative use cases:**
+- Fast, cheap voiceover for draft/test ad versions
+- High-volume narration at low cost
+- Prototype ad audio before investing in premium voice
+
+**Docs:** [OpenAI TTS](https://platform.openai.com/docs/guides/text-to-speech)
+
+---
+
+### Cartesia Sonic
+
+Ultra-low latency voice generation built for real-time applications.
+
+**Best for:** Real-time voice, lowest latency, emotional expressiveness
+**API:** REST + WebSocket streaming
+**Pricing:** Starts at $5/month; pay-as-you-go from $0.03/min
+
+**Capabilities:**
+- 40ms time-to-first-audio (fastest in class)
+- 15+ languages
+- Nonverbal expressiveness: laughter, breathing, emotional inflections
+- Sonic Turbo for even lower latency
+- Streaming API for real-time generation
+
+**Ad creative use cases:**
+- Real-time ad preview during creative iteration
+- Interactive demo videos with dynamic narration
+- Ads requiring natural laughter, sighs, or emotional reactions
+
+**Docs:** [Cartesia Sonic](https://docs.cartesia.ai/build-with-cartesia/tts-models/latest)
+
+---
+
+### Voicebox (Open Source)
+
+Free, local-first voice synthesis studio powered by Qwen3-TTS. The open-source alternative to ElevenLabs.
+
+**Best for:** Free voice cloning, local/private generation, zero-cost batch production
+**API:** Local REST API at `http://localhost:8000`
+**Pricing:** Free (MIT license). Runs entirely on your machine.
+**Stack:** Tauri (Rust) + React + FastAPI (Python)
+
+**Capabilities:**
+- Voice cloning from short audio samples via Qwen3-TTS
+- Multi-language support (English, Chinese, more planned)
+- Multi-track timeline editor for composing conversations
+- 4-5x faster inference on Apple Silicon via MLX Metal acceleration
+- Local REST API for programmatic generation
+- No cloud dependency — all processing on-device
+
+**Ad creative use cases:**
+- Free voice cloning for brand spokesperson across all ad variations
+- Batch generate voiceovers without per-character costs
+- Private/local generation when ad content is sensitive or pre-launch
+- Prototype voice variations before committing to a paid service
+
+**API example:**
+```bash
+curl -X POST http://localhost:8000/generate \
+  -H "Content-Type: application/json" \
+  -d '{"text": "Stop wasting hours on manual reporting.", "profile_id": "abc123", "language": "en"}'
+```
+
+**Install:** Desktop apps for macOS and Windows at [voicebox.sh](https://voicebox.sh), or build from source:
+```bash
+git clone https://github.com/jamiepine/voicebox.git
+cd voicebox && make setup && make dev
+```
+
+**Docs:** [GitHub](https://github.com/jamiepine/voicebox)
+
+---
+
+### Other Voice Tools
+
+| Tool | Best For | Differentiator | API |
+|------|----------|---------------|-----|
+| **PlayHT** | Large voice library, low latency | 900+ voices, <300ms latency, ultra-realistic | [play.ht](https://play.ht/) |
+| **Resemble AI** | Enterprise voice cloning | On-premise deployment, real-time speech-to-speech | [resemble.ai](https://www.resemble.ai/) |
+| **WellSaid Labs** | Ethical, commercial-safe voices | Voices from compensated actors, safe for commercial use | [wellsaid.io](https://www.wellsaid.io/) |
+| **Fish Audio** | Budget-friendly, emotion control | ~50-70% cheaper than ElevenLabs, emotion tags | [fish.audio](https://fish.audio/) |
+| **Murf AI** | Non-technical teams | Browser-based studio, 200+ voices | [murf.ai](https://murf.ai/) |
+| **Google Cloud TTS** | Google ecosystem, scale | 220+ voices, 40+ languages, enterprise SLAs | [Google TTS](https://cloud.google.com/text-to-speech) |
+| **Amazon Polly** | AWS ecosystem, cost | Neural voices, SSML control, cheap at volume | [Amazon Polly](https://aws.amazon.com/polly/) |
+
+---
+
+### Voice Tool Comparison
+
+| Tool | Quality | Cloning | Languages | Latency | Price/1K chars |
+|------|---------|---------|-----------|---------|----------------|
+| **ElevenLabs** | Best | Yes (instant + pro) | 29+ | ~200ms | $0.12-0.30 |
+| **OpenAI TTS** | Good | No | 13+ | ~300ms | $0.015-0.030 |
+| **Cartesia Sonic** | Very good | No | 15+ | ~40ms | ~$0.03/min |
+| **PlayHT** | Very good | Yes | 140+ | <300ms | ~$0.10-0.20 |
+| **Fish Audio** | Good | Yes | 13+ | ~200ms | ~$0.05-0.10 |
+| **WellSaid** | Very good | No (actor voices) | English | ~300ms | Custom pricing |
+| **Voicebox** | Good | Yes (local) | 2+ | Local | Free (open source) |
+
+### Choosing a Voice Tool
+
+```
+Need voiceover for ads?
+├── Need to clone a specific brand voice?
+│   ├── Best quality → ElevenLabs
+│   ├── Enterprise/on-premise → Resemble AI
+│   └── Budget-friendly → Fish Audio, PlayHT
+├── Need multilingual (same ad, many languages)?
+│   ├── Most languages → PlayHT (140+)
+│   └── Best quality → ElevenLabs (29+)
+├── Need free / open source / local?
+│   └── Voicebox (MIT, runs on your machine)
+├── Need cheap, fast, good-enough?
+│   └── OpenAI TTS ($0.015/min)
+├── Need commercially-safe licensing?
+│   └── WellSaid Labs (actor-compensated voices)
+└── Need real-time/interactive?
+    └── Cartesia Sonic (40ms TTFA)
+```
+
+### Workflow: Voice + Video
+
+```
+1. Write ad script (use ad-creative skill for copy)
+2. Generate voiceover with ElevenLabs/OpenAI TTS
+3. Generate or render video:
+   a. Silent video from Runway/Remotion → layer voice track
+   b. Or use Veo/Sora/Seedance with native audio (skip separate VO)
+4. Combine with ffmpeg if layering separately:
+   ffmpeg -i video.mp4 -i voiceover.mp3 -c:v copy -c:a aac output.mp4
+5. Generate variations (different scripts, voices, or languages)
+```
+
+---
+
+## Code-Based Video: Remotion
+
+For templated, data-driven video ads at scale, Remotion is the best option. Unlike AI video generators that produce unique video from prompts, Remotion uses React code to render deterministic, brand-perfect video from templates and data.
+
+**Best for:** Templated ad variations, personalized video, brand-consistent production
+**Stack:** React + TypeScript
+**Pricing:** Free for individuals/small teams; commercial license required for 4+ employees
+**Docs:** [remotion.dev](https://www.remotion.dev/)
+
+### Why Remotion for Ads
+
+| AI Video Generators | Remotion |
+|---------------------|----------|
+| Unique output each time | Deterministic, pixel-perfect |
+| Prompt-based, less control | Full code control over every frame |
+| Hard to match brand exactly | Exact brand colors, fonts, spacing |
+| One-at-a-time generation | Batch render hundreds from data |
+| No dynamic data insertion | Personalize with names, prices, stats |
+
+### Ad Creative Use Cases
+
+**1. Dynamic product ads**
+Feed a JSON array of products and render a unique video ad for each:
+```tsx
+// Simplified Remotion component for product ads
+export const ProductAd: React.FC<{
+  productName: string;
+  price: string;
+  imageUrl: string;
+  tagline: string;
+}> = ({productName, price, imageUrl, tagline}) => {
+  return (
+    <AbsoluteFill style={{backgroundColor: '#fff'}}>
+      <Img src={imageUrl} style={{width: 400, height: 400}} />
+      <h1>{productName}</h1>
+      <p>{tagline}</p>
+      <div className="price">{price}</div>
+      <div className="cta">Shop Now</div>
+    </AbsoluteFill>
+  );
+};
+```
+
+**2. A/B test video variations**
+Render the same template with different headlines, CTAs, or color schemes:
+```tsx
+const variations = [
+  {headline: "Save 50% Today", cta: "Get the Deal", theme: "urgent"},
+  {headline: "Join 10K+ Teams", cta: "Start Free", theme: "social-proof"},
+  {headline: "Built for Speed", cta: "Try It Now", theme: "benefit"},
+];
+// Render all variations programmatically
+```
+
+**3. Personalized outreach videos**
+Generate videos addressing prospects by name for cold outreach or sales.
+
+**4. Social ad batch production**
+Render the same content across different aspect ratios:
+- 1:1 for feed
+- 9:16 for Stories/Reels
+- 16:9 for YouTube
+
+### Remotion Workflow for Ad Creative
+
+```
+1. Design template in React (or use AI to generate the component)
+2. Define data schema (products, headlines, CTAs, images)
+3. Feed data array into template
+4. Batch render all variations
+5. Upload to ad platform
+```
+
+### Getting Started
+
+```bash
+# Create a new Remotion project
+npx create-video@latest
+
+# Render a single video
+npx remotion render src/index.ts MyComposition out/video.mp4
+
+# Batch render from data
+npx remotion render src/index.ts MyComposition --props='{"data": [...]}'
+```
+
+---
+
+## Choosing the Right Tool
+
+### Decision Tree
+
+```
+Need video ads?
+├── Templated, data-driven (same structure, different data)
+│   └── Use Remotion
+├── Unique creative from prompts (exploratory)
+│   ├── Need dialogue/voiceover? → Sora 2, Veo 3.1, Kling 2.6, Seedance 2.0
+│   ├── Need consistency across scenes? → Runway Gen-4
+│   ├── Need vertical social video? → Veo 3.1 (native 9:16)
+│   ├── Need high volume at low cost? → Seedance 2.0
+│   └── Need cinematic camera work? → Higgsfield, Kling
+└── Both → Use AI gen for hero creative, Remotion for variations
+
+Need image ads?
+├── Need text/headlines in image? → Ideogram
+├── Need product consistency across variations? → Flux (multi-ref)
+├── Need quick iterations on existing images? → Nano Banana Pro
+├── Need highest visual quality? → Flux Pro, Midjourney
+└── Need high volume at low cost? → Flux Klein, Nano Banana
+```
+
+### Cost Comparison for 100 Ad Variations
+
+| Approach | Tool | Approximate Cost |
+|----------|------|-----------------|
+| 100 static images | Nano Banana Pro | ~$4-24 |
+| 100 static images | Flux Dev | ~$1-2 |
+| 100 static images | Ideogram API | ~$6 |
+| 100 × 15-sec videos | Veo 3.1 Fast | ~$225 |
+| 100 × 15-sec videos | Remotion (templated) | ~$0 (self-hosted render) |
+| 10 hero videos + 90 templated | Veo + Remotion | ~$22 + render time |
+
+### Recommended Workflow for Scaled Ad Production
+
+1. **Generate hero creative** with AI (Nano Banana, Flux, Veo) — high-quality, exploratory
+2. **Build templates** in Remotion based on winning creative patterns
+3. **Batch produce variations** with Remotion using data (products, headlines, CTAs)
+4. **Iterate** — use AI tools for new angles, Remotion for scale
+
+This hybrid approach gives you the creative exploration of AI generators and the consistency and scale of code-based rendering.
+
+---
+
+## Platform-Specific Image Specs
+
+When generating images for ads, request the correct dimensions:
+
+| Platform | Placement | Aspect Ratio | Recommended Size |
+|----------|-----------|-------------|-----------------|
+| Meta Feed | Single image | 1:1 | 1080x1080 |
+| Meta Stories/Reels | Vertical | 9:16 | 1080x1920 |
+| Meta Carousel | Square | 1:1 | 1080x1080 |
+| Google Display | Landscape | 1.91:1 | 1200x628 |
+| Google Display | Square | 1:1 | 1200x1200 |
+| LinkedIn Feed | Landscape | 1.91:1 | 1200x627 |
+| LinkedIn Feed | Square | 1:1 | 1200x1200 |
+| TikTok Feed | Vertical | 9:16 | 1080x1920 |
+| Twitter/X Feed | Landscape | 16:9 | 1200x675 |
+| Twitter/X Card | Landscape | 1.91:1 | 800x418 |
+
+Include these dimensions in your generation prompts to avoid needing to crop or resize.

skills/ad-creative/references/platform-specs.md

@@ -0,0 +1,213 @@
+# Platform Specs Reference
+
+Complete character limits, format requirements, and best practices for each ad platform.
+
+---
+
+## Google Ads
+
+### Responsive Search Ads (RSAs)
+
+| Element | Character Limit | Required | Notes |
+|---------|----------------|----------|-------|
+| Headline | 30 chars | 3 minimum, 15 max | Any 3 may be shown together |
+| Description | 90 chars | 2 minimum, 4 max | Any 2 may be shown together |
+| Display path 1 | 15 chars | Optional | Appears after domain in URL |
+| Display path 2 | 15 chars | Optional | Appears after path 1 |
+| Final URL | No limit | Required | Landing page URL |
+
+**Combination rules:**
+- Google selects up to 3 headlines and 2 descriptions to show
+- Headlines appear separated by " | " or stacked
+- Any headline can appear in any position unless pinned
+- Pinning reduces Google's ability to optimize — use sparingly
+
+**Pinning strategy:**
+- Pin your brand name to position 1 if brand guidelines require it
+- Pin your strongest CTA to position 2 or 3
+- Leave most headlines unpinned for machine learning
+
+**Headline mix recommendation (15 headlines):**
+- 3-4 keyword-focused (match search intent)
+- 3-4 benefit-focused (what they get)
+- 2-3 social proof (numbers, awards, customers)
+- 2-3 CTA-focused (action to take)
+- 1-2 differentiators (why you over competitors)
+- 1 brand name headline
+
+**Description mix recommendation (4 descriptions):**
+- 1 benefit + proof point
+- 1 feature + outcome
+- 1 social proof + CTA
+- 1 urgency/offer + CTA (if applicable)
+
+### Performance Max
+
+| Element | Character Limit | Notes |
+|---------|----------------|-------|
+| Headline | 30 chars (5 required) | Short headlines for various placements |
+| Long headline | 90 chars (5 required) | Used in display, video, discover |
+| Description | 90 chars (1 required, 5 max) | Accompany various ad formats |
+| Business name | 25 chars | Required |
+
+### Display Ads
+
+| Element | Character Limit |
+|---------|----------------|
+| Headline | 30 chars |
+| Long headline | 90 chars |
+| Description | 90 chars |
+| Business name | 25 chars |
+
+---
+
+## Meta Ads (Facebook & Instagram)
+
+### Single Image / Video / Carousel
+
+| Element | Recommended | Maximum | Notes |
+|---------|-------------|---------|-------|
+| Primary text | 125 chars | 2,200 chars | Text above image; truncated after ~125 |
+| Headline | 40 chars | 255 chars | Below image; truncated after ~40 |
+| Description | 30 chars | 255 chars | Below headline; may not show |
+| URL display link | 40 chars | N/A | Optional custom display URL |
+
+**Placement-specific notes:**
+- **Feed**: All elements show; primary text most visible
+- **Stories/Reels**: Primary text overlaid; keep under 72 chars
+- **Right column**: Only headline visible; skip description
+- **Audience Network**: Varies by publisher
+
+**Best practices:**
+- Front-load the hook in primary text (first 125 chars)
+- Use line breaks for readability in longer primary text
+- Emojis: test, but don't overuse — 1-2 per ad max
+- Questions in primary text increase engagement
+- Headline should be a clear CTA or value statement
+
+### Lead Ads (Instant Form)
+
+| Element | Limit |
+|---------|-------|
+| Greeting headline | 60 chars |
+| Greeting description | 360 chars |
+| Privacy policy text | 200 chars |
+
+---
+
+## LinkedIn Ads
+
+### Single Image Ad
+
+| Element | Recommended | Maximum | Notes |
+|---------|-------------|---------|-------|
+| Intro text | 150 chars | 600 chars | Above the image; truncated after ~150 |
+| Headline | 70 chars | 200 chars | Below the image |
+| Description | 100 chars | 300 chars | Only shows on Audience Network |
+
+### Carousel Ad
+
+| Element | Limit |
+|---------|-------|
+| Intro text | 255 chars |
+| Card headline | 45 chars |
+| Card count | 2-10 cards |
+
+### Message Ad (InMail)
+
+| Element | Limit |
+|---------|-------|
+| Subject line | 60 chars |
+| Message body | 1,500 chars |
+| CTA button | 20 chars |
+
+### Text Ad
+
+| Element | Limit |
+|---------|-------|
+| Headline | 25 chars |
+| Description | 75 chars |
+
+**LinkedIn-specific guidelines:**
+- Professional tone, but not boring
+- Use job-specific language the audience recognizes
+- Statistics and data points perform well
+- Avoid consumer-style hype ("Amazing!" "Incredible!")
+- First-person testimonials from peers resonate
+
+---
+
+## TikTok Ads
+
+### In-Feed Ads
+
+| Element | Recommended | Maximum | Notes |
+|---------|-------------|---------|-------|
+| Ad text | 80 chars | 100 chars | Above the video |
+| Display name | N/A | 40 chars | Brand name |
+| CTA button | Platform options | Predefined | Select from TikTok's options |
+
+### Spark Ads (Boosted Organic)
+
+| Element | Notes |
+|---------|-------|
+| Caption | Uses original post caption |
+| CTA button | Added by advertiser |
+| Display name | Original creator's handle |
+
+**TikTok-specific guidelines:**
+- Native content outperforms polished ads
+- First 2 seconds determine if they watch
+- Use trending sounds and formats
+- Text overlay is essential (most watch with sound off)
+- Vertical video only (9:16)
+
+---
+
+## Twitter/X Ads
+
+### Promoted Tweets
+
+| Element | Limit | Notes |
+|---------|-------|-------|
+| Tweet text | 280 chars | Full tweet with image/video |
+| Card headline | 70 chars | Website card |
+| Card description | 200 chars | Website card |
+
+### Website Cards
+
+| Element | Limit |
+|---------|-------|
+| Headline | 70 chars |
+| Description | 200 chars |
+
+**Twitter/X-specific guidelines:**
+- Conversational, casual tone
+- Short sentences work best
+- One clear message per tweet
+- Hashtags: 1-2 max (0 is often better for ads)
+- Threads can work for consideration-stage content
+
+---
+
+## Character Counting Tips
+
+- **Spaces count** as characters on all platforms
+- **Emojis** count as 1-2 characters depending on platform
+- **Special characters** (|, &, etc.) count as 1 character
+- **URLs** in body text count against limits
+- **Dynamic keyword insertion** (`{KeyWord:default}`) can exceed limits — set safe defaults
+- Always verify in the platform's ad preview before launching
+
+---
+
+## Multi-Platform Creative Adaptation
+
+When creating for multiple platforms simultaneously, start with the most restrictive format:
+
+1. **Google Search headlines** (30 chars) — forces the tightest messaging
+2. **Expand to Meta headlines** (40 chars) — add a word or two
+3. **Expand to LinkedIn intro text** (150 chars) — add context and proof
+4. **Expand to Meta primary text** (125+ chars) — full hook and value prop
+
+This cascading approach ensures your core message works everywhere, then gets enriched for platforms that allow more space.

skills/ai-seo/SKILL.md

@@ -0,0 +1,398 @@
+---
+name: ai-seo
+description: "When the user wants to optimize content for AI search engines, get cited by LLMs, or appear in AI-generated answers. Also use when the user mentions 'AI SEO,' 'AEO,' 'GEO,' 'LLMO,' 'answer engine optimization,' 'generative engine optimization,' 'LLM optimization,' 'AI Overviews,' 'optimize for ChatGPT,' 'optimize for Perplexity,' 'AI citations,' 'AI visibility,' 'zero-click search,' 'how do I show up in AI answers,' 'LLM mentions,' or 'optimize for Claude/Gemini.' Use this whenever someone wants their content to be cited or surfaced by AI assistants and AI search engines. For traditional technical and on-page SEO audits, see seo-audit. For structured data implementation, see schema-markup."
+metadata:
+  version: 1.1.0
+---
+
+# AI SEO
+
+You are an expert in AI search optimization — the practice of making content discoverable, extractable, and citable by AI systems including Google AI Overviews, ChatGPT, Perplexity, Claude, Gemini, and Copilot. Your goal is to help users get their content cited as a source in AI-generated answers.
+
+## Before Starting
+
+**Check for product marketing context first:**
+If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
+Gather this context (ask if not provided):
+
+### 1. Current AI Visibility
+- Do you know if your brand appears in AI-generated answers today?
+- Have you checked ChatGPT, Perplexity, or Google AI Overviews for your key queries?
+- What queries matter most to your business?
+
+### 2. Content & Domain
+- What type of content do you produce? (Blog, docs, comparisons, product pages)
+- What's your domain authority / traditional SEO strength?
+- Do you have existing structured data (schema markup)?
+
+### 3. Goals
+- Get cited as a source in AI answers?
+- Appear in Google AI Overviews for specific queries?
+- Compete with specific brands already getting cited?
+- Optimize existing content or create new AI-optimized content?
+
+### 4. Competitive Landscape
+- Who are your top competitors in AI search results?
+- Are they being cited where you're not?
+
+---
+
+## How AI Search Works
+
+### The AI Search Landscape
+
+| Platform | How It Works | Source Selection |
+|----------|-------------|----------------|
+| **Google AI Overviews** | Summarizes top-ranking pages | Strong correlation with traditional rankings |
+| **ChatGPT (with search)** | Searches web, cites sources | Draws from wider range, not just top-ranked |
+| **Perplexity** | Always cites sources with links | Favors authoritative, recent, well-structured content |
+| **Gemini** | Google's AI assistant | Pulls from Google index + Knowledge Graph |
+| **Copilot** | Bing-powered AI search | Bing index + authoritative sources |
+| **Claude** | Brave Search (when enabled) | Training data + Brave search results |
+
+For a deep dive on how each platform selects sources and what to optimize per platform, see [references/platform-ranking-factors.md](references/platform-ranking-factors.md).
+
+### Key Difference from Traditional SEO
+
+Traditional SEO gets you ranked. AI SEO gets you **cited**.
+
+In traditional search, you need to rank on page 1. In AI search, a well-structured page can get cited even if it ranks on page 2 or 3 — AI systems select sources based on content quality, structure, and relevance, not just rank position.
+
+**Critical stats:**
+- AI Overviews appear in ~45% of Google searches
+- AI Overviews reduce clicks to websites by up to 58%
+- Brands are 6.5x more likely to be cited via third-party sources than their own domains
+- Optimized content gets cited 3x more often than non-optimized
+- Statistics and citations boost visibility by 40%+ across queries
+
+---
+
+## AI Visibility Audit
+
+Before optimizing, assess your current AI search presence.
+
+### Step 1: Check AI Answers for Your Key Queries
+
+Test 10-20 of your most important queries across platforms:
+
+| Query | Google AI Overview | ChatGPT | Perplexity | You Cited? | Competitors Cited? |
+|-------|:-----------------:|:-------:|:----------:|:----------:|:-----------------:|
+| [query 1] | Yes/No | Yes/No | Yes/No | Yes/No | [who] |
+| [query 2] | Yes/No | Yes/No | Yes/No | Yes/No | [who] |
+
+**Query types to test:**
+- "What is [your product category]?"
+- "Best [product category] for [use case]"
+- "[Your brand] vs [competitor]"
+- "How to [problem your product solves]"
+- "[Your product category] pricing"
+
+### Step 2: Analyze Citation Patterns
+
+When your competitors get cited and you don't, examine:
+- **Content structure** — Is their content more extractable?
+- **Authority signals** — Do they have more citations, stats, expert quotes?
+- **Freshness** — Is their content more recently updated?
+- **Schema markup** — Do they have structured data you're missing?
+- **Third-party presence** — Are they cited via Wikipedia, Reddit, review sites?
+
+### Step 3: Content Extractability Check
+
+For each priority page, verify:
+
+| Check | Pass/Fail |
+|-------|-----------|
+| Clear definition in first paragraph? | |
+| Self-contained answer blocks (work without surrounding context)? | |
+| Statistics with sources cited? | |
+| Comparison tables for "[X] vs [Y]" queries? | |
+| FAQ section with natural-language questions? | |
+| Schema markup (FAQ, HowTo, Article, Product)? | |
+| Expert attribution (author name, credentials)? | |
+| Recently updated (within 6 months)? | |
+| Heading structure matches query patterns? | |
+| AI bots allowed in robots.txt? | |
+
+### Step 4: AI Bot Access Check
+
+Verify your robots.txt allows AI crawlers. Each AI platform has its own bot, and blocking it means that platform can't cite you:
+
+- **GPTBot** and **ChatGPT-User** — OpenAI (ChatGPT)
+- **PerplexityBot** — Perplexity
+- **ClaudeBot** and **anthropic-ai** — Anthropic (Claude)
+- **Google-Extended** — Google Gemini and AI Overviews
+- **Bingbot** — Microsoft Copilot (via Bing)
+
+Check your robots.txt for `Disallow` rules targeting any of these. If you find them blocked, you have a business decision to make: blocking prevents AI training on your content but also prevents citation. One middle ground is blocking training-only crawlers (like **CCBot** from Common Crawl) while allowing the search bots listed above.
+
+See [references/platform-ranking-factors.md](references/platform-ranking-factors.md) for the full robots.txt configuration.
+
+---
+
+## Optimization Strategy
+
+### The Three Pillars
+
+```
+1. Structure (make it extractable)
+2. Authority (make it citable)
+3. Presence (be where AI looks)
+```
+
+### Pillar 1: Structure — Make Content Extractable
+
+AI systems extract passages, not pages. Every key claim should work as a standalone statement.
+
+**Content block patterns:**
+- **Definition blocks** for "What is X?" queries
+- **Step-by-step blocks** for "How to X" queries
+- **Comparison tables** for "X vs Y" queries
+- **Pros/cons blocks** for evaluation queries
+- **FAQ blocks** for common questions
+- **Statistic blocks** with cited sources
+
+For detailed templates for each block type, see [references/content-patterns.md](references/content-patterns.md).
+
+**Structural rules:**
+- Lead every section with a direct answer (don't bury it)
+- Keep key answer passages to 40-60 words (optimal for snippet extraction)
+- Use H2/H3 headings that match how people phrase queries
+- Tables beat prose for comparison content
+- Numbered lists beat paragraphs for process content
+- Each paragraph should convey one clear idea
+
+### Pillar 2: Authority — Make Content Citable
+
+AI systems prefer sources they can trust. Build citation-worthiness.
+
+**The Princeton GEO research** (KDD 2024, studied across Perplexity.ai) ranked 9 optimization methods:
+
+| Method | Visibility Boost | How to Apply |
+|--------|:---------------:|--------------|
+| **Cite sources** | +40% | Add authoritative references with links |
+| **Add statistics** | +37% | Include specific numbers with sources |
+| **Add quotations** | +30% | Expert quotes with name and title |
+| **Authoritative tone** | +25% | Write with demonstrated expertise |
+| **Improve clarity** | +20% | Simplify complex concepts |
+| **Technical terms** | +18% | Use domain-specific terminology |
+| **Unique vocabulary** | +15% | Increase word diversity |
+| **Fluency optimization** | +15-30% | Improve readability and flow |
+| ~~Keyword stuffing~~ | **-10%** | **Actively hurts AI visibility** |
+
+**Best combination:** Fluency + Statistics = maximum boost. Low-ranking sites benefit even more — up to 115% visibility increase with citations.
+
+**Statistics and data** (+37-40% citation boost)
+- Include specific numbers with sources
+- Cite original research, not summaries of research
+- Add dates to all statistics
+- Original data beats aggregated data
+
+**Expert attribution** (+25-30% citation boost)
+- Named authors with credentials
+- Expert quotes with titles and organizations
+- "According to [Source]" framing for claims
+- Author bios with relevant expertise
+
+**Freshness signals**
+- "Last updated: [date]" prominently displayed
+- Regular content refreshes (quarterly minimum for competitive topics)
+- Current year references and recent statistics
+- Remove or update outdated information
+
+**E-E-A-T alignment**
+- First-hand experience demonstrated
+- Specific, detailed information (not generic)
+- Transparent sourcing and methodology
+- Clear author expertise for the topic
+
+### Pillar 3: Presence — Be Where AI Looks
+
+AI systems don't just cite your website — they cite where you appear.
+
+**Third-party sources matter more than your own site:**
+- Wikipedia mentions (7.8% of all ChatGPT citations)
+- Reddit discussions (1.8% of ChatGPT citations)
+- Industry publications and guest posts
+- Review sites (G2, Capterra, TrustRadius for B2B SaaS)
+- YouTube (frequently cited by Google AI Overviews)
+- Quora answers
+
+**Actions:**
+- Ensure your Wikipedia page is accurate and current
+- Participate authentically in Reddit communities
+- Get featured in industry roundups and comparison articles
+- Maintain updated profiles on relevant review platforms
+- Create YouTube content for key how-to queries
+- Answer relevant Quora questions with depth
+
+### Schema Markup for AI
+
+Structured data helps AI systems understand your content. Key schemas:
+
+| Content Type | Schema | Why It Helps |
+|-------------|--------|-------------|
+| Articles/Blog posts | `Article`, `BlogPosting` | Author, date, topic identification |
+| How-to content | `HowTo` | Step extraction for process queries |
+| FAQs | `FAQPage` | Direct Q&A extraction |
+| Products | `Product` | Pricing, features, reviews |
+| Comparisons | `ItemList` | Structured comparison data |
+| Reviews | `Review`, `AggregateRating` | Trust signals |
+| Organization | `Organization` | Entity recognition |
+
+Content with proper schema shows 30-40% higher AI visibility. For implementation, use the **schema-markup** skill.
+
+---
+
+## Content Types That Get Cited Most
+
+Not all content is equally citable. Prioritize these formats:
+
+| Content Type | Citation Share | Why AI Cites It |
+|-------------|:------------:|----------------|
+| **Comparison articles** | ~33% | Structured, balanced, high-intent |
+| **Definitive guides** | ~15% | Comprehensive, authoritative |
+| **Original research/data** | ~12% | Unique, citable statistics |
+| **Best-of/listicles** | ~10% | Clear structure, entity-rich |
+| **Product pages** | ~10% | Specific details AI can extract |
+| **How-to guides** | ~8% | Step-by-step structure |
+| **Opinion/analysis** | ~10% | Expert perspective, quotable |
+
+**Underperformers for AI citation:**
+- Generic blog posts without structure
+- Thin product pages with marketing fluff
+- Gated content (AI can't access it)
+- Content without dates or author attribution
+- PDF-only content (harder for AI to parse)
+
+---
+
+## Monitoring AI Visibility
+
+### What to Track
+
+| Metric | What It Measures | How to Check |
+|--------|-----------------|-------------|
+| AI Overview presence | Do AI Overviews appear for your queries? | Manual check or Semrush/Ahrefs |
+| Brand citation rate | How often you're cited in AI answers | AI visibility tools (see below) |
+| Share of AI voice | Your citations vs. competitors | Peec AI, Otterly, ZipTie |
+| Citation sentiment | How AI describes your brand | Manual review + monitoring tools |
+| Source attribution | Which of your pages get cited | Track referral traffic from AI sources |
+
+### AI Visibility Monitoring Tools
+
+| Tool | Coverage | Best For |
+|------|----------|----------|
+| **Otterly AI** | ChatGPT, Perplexity, Google AI Overviews | Share of AI voice tracking |
+| **Peec AI** | ChatGPT, Gemini, Perplexity, Claude, Copilot+ | Multi-platform monitoring at scale |
+| **ZipTie** | Google AI Overviews, ChatGPT, Perplexity | Brand mention + sentiment tracking |
+| **LLMrefs** | ChatGPT, Perplexity, AI Overviews, Gemini | SEO keyword → AI visibility mapping |
+
+### DIY Monitoring (No Tools)
+
+Monthly manual check:
+1. Pick your top 20 queries
+2. Run each through ChatGPT, Perplexity, and Google
+3. Record: Are you cited? Who is? What page?
+4. Log in a spreadsheet, track month-over-month
+
+---
+
+## AI SEO for Different Content Types
+
+### SaaS Product Pages
+
+**Goal:** Get cited in "What is [category]?" and "Best [category]" queries.
+
+**Optimize:**
+- Clear product description in first paragraph (what it does, who it's for)
+- Feature comparison tables (you vs. category, not just competitors)
+- Specific metrics ("processes 10,000 transactions/sec" not "blazing fast")
+- Customer count or social proof with numbers
+- Pricing transparency (AI cites pages with visible pricing)
+- FAQ section addressing common buyer questions
+
+### Blog Content
+
+**Goal:** Get cited as an authoritative source on topics in your space.
+
+**Optimize:**
+- One clear target query per post (match heading to query)
+- Definition in first paragraph for "What is" queries
+- Original data, research, or expert quotes
+- "Last updated" date visible
+- Author bio with relevant credentials
+- Internal links to related product/feature pages
+
+### Comparison/Alternative Pages
+
+**Goal:** Get cited in "[X] vs [Y]" and "Best [X] alternatives" queries.
+
+**Optimize:**
+- Structured comparison tables (not just prose)
+- Fair and balanced (AI penalizes obviously biased comparisons)
+- Specific criteria with ratings or scores
+- Updated pricing and feature data
+- Cite the competitor-alternatives skill for building these pages
+
+### Documentation / Help Content
+
+**Goal:** Get cited in "How to [X] with [your product]" queries.
+
+**Optimize:**
+- Step-by-step format with numbered lists
+- Code examples where relevant
+- HowTo schema markup
+- Screenshots with descriptive alt text
+- Clear prerequisites and expected outcomes
+
+---
+
+## Common Mistakes
+
+- **Ignoring AI search entirely** — ~45% of Google searches now show AI Overviews, and ChatGPT/Perplexity are growing fast
+- **Treating AI SEO as separate from SEO** — Good traditional SEO is the foundation; AI SEO adds structure and authority on top
+- **Writing for AI, not humans** — If content reads like it was written to game an algorithm, it won't get cited or convert
+- **No freshness signals** — Undated content loses to dated content. Always show when content was last updated
+- **Gating all content** — AI can't access gated content. Keep your most authoritative content open
+- **Ignoring third-party presence** — You may get more AI citations from a Wikipedia mention than from your own blog
+- **No structured data** — Schema markup gives AI systems structured context about your content
+- **Keyword stuffing** — Unlike traditional SEO where it's just ineffective, keyword stuffing actively reduces AI visibility by 10% (Princeton GEO study)
+- **Blocking AI bots** — If GPTBot, PerplexityBot, or ClaudeBot are blocked in robots.txt, those platforms can't cite you
+- **Generic content without data** — "We're the best" won't get cited. "Our customers see 3x improvement in [metric]" will
+- **Forgetting to monitor** — You can't improve what you don't measure. Check AI visibility monthly at minimum
+
+---
+
+## Tool Integrations
+
+For implementation, see the [tools registry](../../tools/REGISTRY.md).
+
+| Tool | Use For |
+|------|---------|
+| `semrush` | AI Overview tracking, keyword research, content gap analysis |
+| `ahrefs` | Backlink analysis, content explorer, AI Overview data |
+| `gsc` | Search Console performance data, query tracking |
+| `ga4` | Referral traffic from AI sources |
+
+---
+
+## Task-Specific Questions
+
+1. What are your top 10-20 most important queries?
+2. Have you checked if AI answers exist for those queries today?
+3. Do you have structured data (schema markup) on your site?
+4. What content types do you publish? (Blog, docs, comparisons, etc.)
+5. Are competitors being cited by AI where you're not?
+6. Do you have a Wikipedia page or presence on review sites?
+
+---
+
+## Related Skills
+
+- **seo-audit**: For traditional technical and on-page SEO audits
+- **schema-markup**: For implementing structured data that helps AI understand your content
+- **content-strategy**: For planning what content to create
+- **competitor-alternatives**: For building comparison pages that get cited
+- **programmatic-seo**: For building SEO pages at scale
+- **copywriting**: For writing content that's both human-readable and AI-extractable

skills/ai-seo/references/content-patterns.md

@@ -0,0 +1,285 @@
+# AEO and GEO Content Patterns
+
+Reusable content block patterns optimized for answer engines and AI citation.
+
+---
+
+## Contents
+- Answer Engine Optimization (AEO) Patterns (Definition Block, Step-by-Step Block, Comparison Table Block, Pros and Cons Block, FAQ Block, Listicle Block)
+- Generative Engine Optimization (GEO) Patterns (Statistic Citation Block, Expert Quote Block, Authoritative Claim Block, Self-Contained Answer Block, Evidence Sandwich Block)
+- Domain-Specific GEO Tactics (Technology Content, Health/Medical Content, Financial Content, Legal Content, Business/Marketing Content)
+- Voice Search Optimization (Question Formats for Voice, Voice-Optimized Answer Structure)
+
+## Answer Engine Optimization (AEO) Patterns
+
+These patterns help content appear in featured snippets, AI Overviews, voice search results, and answer boxes.
+
+### Definition Block
+
+Use for "What is [X]?" queries.
+
+```markdown
+## What is [Term]?
+
+[Term] is [concise 1-sentence definition]. [Expanded 1-2 sentence explanation with key characteristics]. [Brief context on why it matters or how it's used].
+```
+
+**Example:**
+```markdown
+## What is Answer Engine Optimization?
+
+Answer Engine Optimization (AEO) is the practice of structuring content so AI-powered systems can easily extract and present it as direct answers to user queries. Unlike traditional SEO that focuses on ranking in search results, AEO optimizes for featured snippets, AI Overviews, and voice assistant responses. This approach has become essential as over 60% of Google searches now end without a click.
+```
+
+### Step-by-Step Block
+
+Use for "How to [X]" queries. Optimal for list snippets.
+
+```markdown
+## How to [Action/Goal]
+
+[1-sentence overview of the process]
+
+1. **[Step Name]**: [Clear action description in 1-2 sentences]
+2. **[Step Name]**: [Clear action description in 1-2 sentences]
+3. **[Step Name]**: [Clear action description in 1-2 sentences]
+4. **[Step Name]**: [Clear action description in 1-2 sentences]
+5. **[Step Name]**: [Clear action description in 1-2 sentences]
+
+[Optional: Brief note on expected outcome or time estimate]
+```
+
+**Example:**
+```markdown
+## How to Optimize Content for Featured Snippets
+
+Earning featured snippets requires strategic formatting and direct answers to search queries.
+
+1. **Identify snippet opportunities**: Use tools like Semrush or Ahrefs to find keywords where competitors have snippets you could capture.
+2. **Match the snippet format**: Analyze whether the current snippet is a paragraph, list, or table, and format your content accordingly.
+3. **Answer the question directly**: Provide a clear, concise answer (40-60 words for paragraph snippets) immediately after the question heading.
+4. **Add supporting context**: Expand on your answer with examples, data, and expert insights in the following paragraphs.
+5. **Use proper heading structure**: Place your target question as an H2 or H3, with the answer immediately following.
+
+Most featured snippets appear within 2-4 weeks of publishing well-optimized content.
+```
+
+### Comparison Table Block
+
+Use for "[X] vs [Y]" queries. Optimal for table snippets.
+
+```markdown
+## [Option A] vs [Option B]: [Brief Descriptor]
+
+| Feature | [Option A] | [Option B] |
+|---------|------------|------------|
+| [Criteria 1] | [Value/Description] | [Value/Description] |
+| [Criteria 2] | [Value/Description] | [Value/Description] |
+| [Criteria 3] | [Value/Description] | [Value/Description] |
+| [Criteria 4] | [Value/Description] | [Value/Description] |
+| Best For | [Use case] | [Use case] |
+
+**Bottom line**: [1-2 sentence recommendation based on different needs]
+```
+
+### Pros and Cons Block
+
+Use for evaluation queries: "Is [X] worth it?", "Should I [X]?"
+
+```markdown
+## Advantages and Disadvantages of [Topic]
+
+[1-sentence overview of the evaluation context]
+
+### Pros
+
+- **[Benefit category]**: [Specific explanation]
+- **[Benefit category]**: [Specific explanation]
+- **[Benefit category]**: [Specific explanation]
+
+### Cons
+
+- **[Drawback category]**: [Specific explanation]
+- **[Drawback category]**: [Specific explanation]
+- **[Drawback category]**: [Specific explanation]
+
+**Verdict**: [1-2 sentence balanced conclusion with recommendation]
+```
+
+### FAQ Block
+
+Use for topic pages with multiple common questions. Essential for FAQ schema.
+
+```markdown
+## Frequently Asked Questions
+
+### [Question phrased exactly as users search]?
+
+[Direct answer in first sentence]. [Supporting context in 2-3 additional sentences].
+
+### [Question phrased exactly as users search]?
+
+[Direct answer in first sentence]. [Supporting context in 2-3 additional sentences].
+
+### [Question phrased exactly as users search]?
+
+[Direct answer in first sentence]. [Supporting context in 2-3 additional sentences].
+```
+
+**Tips for FAQ questions:**
+- Use natural question phrasing ("How do I..." not "How does one...")
+- Include question words: what, how, why, when, where, who, which
+- Match "People Also Ask" queries from search results
+- Keep answers between 50-100 words
+
+### Listicle Block
+
+Use for "Best [X]", "Top [X]", "[Number] ways to [X]" queries.
+
+```markdown
+## [Number] Best [Items] for [Goal/Purpose]
+
+[1-2 sentence intro establishing context and selection criteria]
+
+### 1. [Item Name]
+
+[Why it's included in 2-3 sentences with specific benefits]
+
+### 2. [Item Name]
+
+[Why it's included in 2-3 sentences with specific benefits]
+
+### 3. [Item Name]
+
+[Why it's included in 2-3 sentences with specific benefits]
+```
+
+---
+
+## Generative Engine Optimization (GEO) Patterns
+
+These patterns optimize content for citation by AI assistants like ChatGPT, Claude, Perplexity, and Gemini.
+
+### Statistic Citation Block
+
+Statistics increase AI citation rates by 15-30%. Always include sources.
+
+```markdown
+[Claim statement]. According to [Source/Organization], [specific statistic with number and timeframe]. [Context for why this matters].
+```
+
+**Example:**
+```markdown
+Mobile optimization is no longer optional for SEO success. According to Google's 2024 Core Web Vitals report, 70% of web traffic now comes from mobile devices, and pages failing mobile usability standards see 24% higher bounce rates. This makes mobile-first indexing a critical ranking factor.
+```
+
+### Expert Quote Block
+
+Named expert attribution adds credibility and increases citation likelihood.
+
+```markdown
+"[Direct quote from expert]," says [Expert Name], [Title/Role] at [Organization]. [1 sentence of context or interpretation].
+```
+
+**Example:**
+```markdown
+"The shift from keyword-driven search to intent-driven discovery represents the most significant change in SEO since mobile-first indexing," says Rand Fishkin, Co-founder of SparkToro. This perspective highlights why content strategies must evolve beyond traditional keyword optimization.
+```
+
+### Authoritative Claim Block
+
+Structure claims for easy AI extraction with clear attribution.
+
+```markdown
+[Topic] [verb: is/has/requires/involves] [clear, specific claim]. [Source] [confirms/reports/found] that [supporting evidence]. This [explains/means/suggests] [implication or action].
+```
+
+**Example:**
+```markdown
+E-E-A-T is the cornerstone of Google's content quality evaluation. Google's Search Quality Rater Guidelines confirm that trust is the most critical factor, stating that "untrustworthy pages have low E-E-A-T no matter how experienced, expert, or authoritative they may seem." This means content creators must prioritize transparency and accuracy above all other optimization tactics.
+```
+
+### Self-Contained Answer Block
+
+Create quotable, standalone statements that AI can extract directly.
+
+```markdown
+**[Topic/Question]**: [Complete, self-contained answer that makes sense without additional context. Include specific details, numbers, or examples in 2-3 sentences.]
+```
+
+**Example:**
+```markdown
+**Ideal blog post length for SEO**: The optimal length for SEO blog posts is 1,500-2,500 words for competitive topics. This range allows comprehensive topic coverage while maintaining reader engagement. HubSpot research shows long-form content earns 77% more backlinks than short articles, directly impacting search rankings.
+```
+
+### Evidence Sandwich Block
+
+Structure claims with evidence for maximum credibility.
+
+```markdown
+[Opening claim statement].
+
+Evidence supporting this includes:
+- [Data point 1 with source]
+- [Data point 2 with source]
+- [Data point 3 with source]
+
+[Concluding statement connecting evidence to actionable insight].
+```
+
+---
+
+## Domain-Specific GEO Tactics
+
+Different content domains benefit from different authority signals.
+
+### Technology Content
+- Emphasize technical precision and correct terminology
+- Include version numbers and dates for software/tools
+- Reference official documentation
+- Add code examples where relevant
+
+### Health/Medical Content
+- Cite peer-reviewed studies with publication details
+- Include expert credentials (MD, RN, etc.)
+- Note study limitations and context
+- Add "last reviewed" dates
+
+### Financial Content
+- Reference regulatory bodies (SEC, FTC, etc.)
+- Include specific numbers with timeframes
+- Note that information is educational, not advice
+- Cite recognized financial institutions
+
+### Legal Content
+- Cite specific laws, statutes, and regulations
+- Reference jurisdiction clearly
+- Include professional disclaimers
+- Note when professional consultation is advised
+
+### Business/Marketing Content
+- Include case studies with measurable results
+- Reference industry research and reports
+- Add percentage changes and timeframes
+- Quote recognized thought leaders
+
+---
+
+## Voice Search Optimization
+
+Voice queries are conversational and question-based. Optimize for these patterns:
+
+### Question Formats for Voice
+- "What is..."
+- "How do I..."
+- "Where can I find..."
+- "Why does..."
+- "When should I..."
+- "Who is..."
+
+### Voice-Optimized Answer Structure
+- Lead with direct answer (under 30 words ideal)
+- Use natural, conversational language
+- Avoid jargon unless targeting expert audience
+- Include local context where relevant
+- Structure for single spoken response

skills/ai-seo/references/platform-ranking-factors.md

@@ -0,0 +1,152 @@
+# How Each AI Platform Picks Sources
+
+Each AI search platform has its own search index, ranking logic, and content preferences. This guide covers what matters for getting cited on each one.
+
+Sources cited throughout: Princeton GEO study (KDD 2024), SE Ranking domain authority study, ZipTie content-answer fit analysis.
+
+---
+
+## The Fundamentals
+
+Every AI platform shares three baseline requirements:
+
+1. **Your content must be in their index** — Each platform uses a different search backend (Google, Bing, Brave, or their own). If you're not indexed, you can't be cited.
+2. **Your content must be crawlable** — AI bots need access via robots.txt. Block the bot, lose the citation.
+3. **Your content must be extractable** — AI systems pull passages, not pages. Clear structure and self-contained paragraphs win.
+
+Beyond these basics, each platform weights different signals. Here's what matters and where.
+
+---
+
+## Google AI Overviews
+
+Google AI Overviews pull from Google's own index and lean heavily on E-E-A-T signals (Experience, Expertise, Authoritativeness, Trustworthiness). They appear in roughly 45% of Google searches.
+
+**What makes Google AI Overviews different:** They already have your traditional SEO signals — backlinks, page authority, topical relevance. The additional AI layer adds a preference for content with cited sources and structured data. Research shows that including authoritative citations in your content correlates with a 132% visibility boost, and writing with an authoritative (not salesy) tone adds another 89%.
+
+**Importantly, AI Overviews don't just recycle the traditional Top 10.** Only about 15% of AI Overview sources overlap with conventional organic results. Pages that wouldn't crack page 1 in traditional search can still get cited if they have strong structured data and clear, extractable answers.
+
+**What to focus on:**
+- Schema markup is the single biggest lever — Article, FAQPage, HowTo, and Product schemas give AI Overviews structured context to work with (30-40% visibility boost)
+- Build topical authority through content clusters with strong internal linking
+- Include named, sourced citations in your content (not just claims)
+- Author bios with real credentials matter — E-E-A-T is weighted heavily
+- Get into Google's Knowledge Graph where possible (an accurate Wikipedia entry helps)
+- Target "how to" and "what is" query patterns — these trigger AI Overviews most often
+
+---
+
+## ChatGPT
+
+ChatGPT's web search draws from a Bing-based index. It combines this with its training knowledge to generate answers, then cites the web sources it relied on.
+
+**What makes ChatGPT different:** Domain authority matters more here than on other AI platforms. An SE Ranking analysis of 129,000 domains found that authority and credibility signals account for roughly 40% of what determines citation, with content quality at about 35% and platform trust at 25%. Sites with very high referring domain counts (350K+) average 8.4 citations per response, while sites with slightly lower trust scores (91-96 vs 97-100) drop from 8.4 to 6 citations.
+
+**Freshness is a major differentiator.** Content updated within the last 30 days gets cited about 3.2x more often than older content. ChatGPT clearly favors recent information.
+
+**The most important signal is content-answer fit** — a ZipTie analysis of 400,000 pages found that how well your content's style and structure matches ChatGPT's own response format accounts for about 55% of citation likelihood. This is far more important than domain authority (12%) or on-page structure (14%) alone. Write the way ChatGPT would answer the question, and you're more likely to be the source it cites.
+
+**Where ChatGPT looks beyond your site:** Wikipedia accounts for 7.8% of all ChatGPT citations, Reddit for 1.8%, and Forbes for 1.1%. Brand official sites are cited frequently but third-party mentions carry significant weight.
+
+**What to focus on:**
+- Invest in backlinks and domain authority — it's the strongest baseline signal
+- Update competitive content at least monthly
+- Structure your content the way ChatGPT structures its answers (conversational, direct, well-organized)
+- Include verifiable statistics with named sources
+- Clean heading hierarchy (H1 > H2 > H3) with descriptive headings
+
+---
+
+## Perplexity
+
+Perplexity always cites its sources with clickable links, making it the most transparent AI search platform. It combines its own index with Google's and runs results through multiple reranking passes — initial relevance retrieval, then traditional ranking factor scoring, then ML-based quality evaluation that can discard entire result sets if they don't meet quality thresholds.
+
+**What makes Perplexity different:** It's the most "research-oriented" AI search engine, and its citation behavior reflects that. Perplexity maintains curated lists of authoritative domains (Amazon, GitHub, major academic sites) that get inherent ranking boosts. It uses a time-decay algorithm that evaluates new content quickly, giving fresh publishers a real shot at citation.
+
+**Perplexity has unique content preferences:**
+- **FAQ Schema (JSON-LD)** — Pages with FAQ structured data get cited noticeably more often
+- **PDF documents** — Publicly accessible PDFs (whitepapers, research reports) are prioritized. If you have authoritative PDF content gated behind a form, consider making a version public.
+- **Publishing velocity** — How frequently you publish matters more than keyword targeting
+- **Self-contained paragraphs** — Perplexity prefers atomic, semantically complete paragraphs it can extract cleanly
+
+**What to focus on:**
+- Allow PerplexityBot in robots.txt
+- Implement FAQPage schema on any page with Q&A content
+- Host PDF resources publicly (whitepapers, guides, reports)
+- Add Article schema with publication and modification timestamps
+- Write in clear, self-contained paragraphs that work as standalone answers
+- Build deep topical authority in your specific niche
+
+---
+
+## Microsoft Copilot
+
+Copilot is embedded across Microsoft's ecosystem — Edge, Windows, Microsoft 365, and Bing Search. It relies entirely on Bing's index, so if Bing hasn't indexed your content, Copilot can't cite it.
+
+**What makes Copilot different:** The Microsoft ecosystem connection creates unique optimization opportunities. Mentions and content on LinkedIn and GitHub provide ranking boosts that other platforms don't offer. Copilot also puts more weight on page speed — sub-2-second load times are a clear threshold.
+
+**What to focus on:**
+- Submit your site to Bing Webmaster Tools (many sites only submit to Google Search Console)
+- Use IndexNow protocol for faster indexing of new and updated content
+- Optimize page speed to under 2 seconds
+- Write clear entity definitions — when your content defines a term or concept, make the definition explicit and extractable
+- Build presence on LinkedIn (publish articles, maintain company page) and GitHub if relevant
+- Ensure Bingbot has full crawl access
+
+---
+
+## Claude
+
+Claude uses Brave Search as its search backend when web search is enabled — not Google, not Bing. This is a completely different index, which means your Brave Search visibility directly determines whether Claude can find and cite you.
+
+**What makes Claude different:** Claude is extremely selective about what it cites. While it processes enormous amounts of content, its citation rate is very low — it's looking for the most factually accurate, well-sourced content on a given topic. Data-rich content with specific numbers and clear attribution performs significantly better than general-purpose content.
+
+**What to focus on:**
+- Verify your content appears in Brave Search results (search for your brand and key terms at search.brave.com)
+- Allow ClaudeBot and anthropic-ai user agents in robots.txt
+- Maximize factual density — specific numbers, named sources, dated statistics
+- Use clear, extractable structure with descriptive headings
+- Cite authoritative sources within your content
+- Aim to be the most factually accurate source on your topic — Claude rewards precision
+
+---
+
+## Allowing AI Bots in robots.txt
+
+If your robots.txt blocks an AI bot, that platform can't cite your content. Here are the user agents to allow:
+
+```
+User-agent: GPTBot           # OpenAI — powers ChatGPT search
+User-agent: ChatGPT-User     # ChatGPT browsing mode
+User-agent: PerplexityBot    # Perplexity AI search
+User-agent: ClaudeBot        # Anthropic Claude
+User-agent: anthropic-ai     # Anthropic Claude (alternate)
+User-agent: Google-Extended   # Google Gemini and AI Overviews
+User-agent: Bingbot          # Microsoft Copilot (via Bing)
+Allow: /
+```
+
+**Training vs. search:** Some AI bots are used for both model training and search citation. If you want to be cited but don't want your content used for training, your options are limited — GPTBot handles both for OpenAI. However, you can safely block **CCBot** (Common Crawl) without affecting any AI search citations, since it's only used for training dataset collection.
+
+---
+
+## Where to Start
+
+If you're optimizing for AI search for the first time, focus your effort where your audience actually is:
+
+**Start with Google AI Overviews** — They reach the most users (45%+ of Google searches) and you likely already have Google SEO foundations in place. Add schema markup, include cited sources in your content, and strengthen E-E-A-T signals.
+
+**Then address ChatGPT** — It's the most-used standalone AI search tool for tech and business audiences. Focus on freshness (update content monthly), domain authority, and matching your content structure to how ChatGPT formats its responses.
+
+**Then expand to Perplexity** — Especially valuable if your audience includes researchers, early adopters, or tech professionals. Add FAQ schema, publish PDF resources, and write in clear, self-contained paragraphs.
+
+**Copilot and Claude are lower priority** unless your audience skews enterprise/Microsoft (Copilot) or developer/analyst (Claude). But the fundamentals — structured content, cited sources, schema markup — help across all platforms.
+
+**Actions that help everywhere:**
+1. Allow all AI bots in robots.txt
+2. Implement schema markup (FAQPage, Article, Organization at minimum)
+3. Include statistics with named sources in your content
+4. Update content regularly — monthly for competitive topics
+5. Use clear heading structure (H1 > H2 > H3)
+6. Keep page load time under 2 seconds
+7. Add author bios with credentials

skills/analytics-tracking/SKILL.md

@@ -1,6 +1,8 @@
 ---
 name: analytics-tracking
-description: When the user wants to set up, improve, or audit analytics tracking and measurement. Also use when the user mentions "set up tracking," "GA4," "Google Analytics," "conversion tracking," "event tracking," "UTM parameters," "tag manager," "GTM," "analytics implementation," or "tracking plan." For A/B test measurement, see ab-test-setup.
+description: When the user wants to set up, improve, or audit analytics tracking and measurement. Also use when the user mentions "set up tracking," "GA4," "Google Analytics," "conversion tracking," "event tracking," "UTM parameters," "tag manager," "GTM," "analytics implementation," "tracking plan," "how do I measure this," "track conversions," "attribution," "Mixpanel," "Segment," "are my events firing," or "analytics isn't working." Use this whenever someone asks how to know if something is working or wants to measure marketing results. For A/B test measurement, see ab-test-setup.
+metadata:
+  version: 1.1.0
 ---
 
 # Analytics Tracking
@@ -9,22 +11,14 @@ You are an expert in analytics implementation and measurement. Your goal is to h
 
 ## Initial Assessment
 
+**Check for product marketing context first:**
+If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
 Before implementing tracking, understand:
 
-1. **Business Context**
-   - What decisions will this data inform?
-   - What are the key conversion actions?
-   - What questions need answering?
-
-2. **Current State**
-   - What tracking exists?
-   - What tools are in use (GA4, Mixpanel, Amplitude, etc.)?
-   - What's working/not working?
-
-3. **Technical Context**
-   - What's the tech stack?
-   - Who will implement and maintain?
-   - Any privacy/compliance requirements?
+1. **Business Context** - What decisions will this data inform? What are key conversions?
+2. **Current State** - What tracking exists? What tools are in use?
+3. **Technical Context** - What's the tech stack? Any privacy/compliance requirements?
 
 ---
 
@@ -57,63 +51,36 @@ Before implementing tracking, understand:
 ### Structure
 
 ```
-Event Name | Event Category | Properties | Trigger | Notes
----------- | ------------- | ---------- | ------- | -----
+Event Name | Category | Properties | Trigger | Notes
+---------- | -------- | ---------- | ------- | -----
 ```
 
 ### Event Types
 
-**Pageviews**
-- Automatic in most tools
-- Enhanced with page metadata
+| Type | Examples |
+|------|----------|
+| Pageviews | Automatic, enhanced with metadata |
+| User Actions | Button clicks, form submissions, feature usage |
+| System Events | Signup completed, purchase, subscription changed |
+| Custom Conversions | Goal completions, funnel stages |
 
-**User Actions**
-- Button clicks
-- Form submissions
-- Feature usage
-- Content interactions
-
-**System Events**
-- Signup completed
-- Purchase completed
-- Subscription changed
-- Errors occurred
-
-**Custom Conversions**
-- Goal completions
-- Funnel stages
-- Business-specific milestones
+**For comprehensive event lists**: See [references/event-library.md](references/event-library.md)
 
 ---
 
 ## Event Naming Conventions
 
-### Format Options
+### Recommended Format: Object-Action
 
-**Object-Action (Recommended)**
 ```
 signup_completed
 button_clicked
 form_submitted
 article_read
-```
-
-**Action-Object**
-```
-click_button
-submit_form
-complete_signup
-```
-
-**Category_Object_Action**
-```
 checkout_payment_completed
-blog_article_viewed
-onboarding_step_completed
 ```
 
 ### Best Practices
-
 - Lowercase with underscores
 - Be specific: `cta_hero_clicked` vs. `button_clicked`
 - Include context in properties, not event name
@@ -122,235 +89,94 @@ onboarding_step_completed
 
 ---
 
-## Essential Events to Track
+## Essential Events
 
 ### Marketing Site
 
-**Navigation**
-- page_view (enhanced)
-- outbound_link_clicked
-- scroll_depth (25%, 50%, 75%, 100%)
-
-**Engagement**
-- cta_clicked (button_text, location)
-- video_played (video_id, duration)
-- form_started
-- form_submitted (form_type)
-- resource_downloaded (resource_name)
-
-**Conversion**
-- signup_started
-- signup_completed
-- demo_requested
-- contact_submitted
+| Event | Properties |
+|-------|------------|
+| cta_clicked | button_text, location |
+| form_submitted | form_type |
+| signup_completed | method, source |
+| demo_requested | - |
 
 ### Product/App
 
-**Onboarding**
-- signup_completed
-- onboarding_step_completed (step_number, step_name)
-- onboarding_completed
-- first_key_action_completed
+| Event | Properties |
+|-------|------------|
+| onboarding_step_completed | step_number, step_name |
+| feature_used | feature_name |
+| purchase_completed | plan, value |
+| subscription_cancelled | reason |
 
-**Core Usage**
-- feature_used (feature_name)
-- action_completed (action_type)
-- session_started
-- session_ended
-
-**Monetization**
-- trial_started
-- pricing_viewed
-- checkout_started
-- purchase_completed (plan, value)
-- subscription_cancelled
-
-### E-commerce
-
-**Browsing**
-- product_viewed (product_id, category, price)
-- product_list_viewed (list_name, products)
-- product_searched (query, results_count)
-
-**Cart**
-- product_added_to_cart
-- product_removed_from_cart
-- cart_viewed
-
-**Checkout**
-- checkout_started
-- checkout_step_completed (step)
-- payment_info_entered
-- purchase_completed (order_id, value, products)
+**For full event library by business type**: See [references/event-library.md](references/event-library.md)
 
 ---
 
-## Event Properties (Parameters)
+## Event Properties
 
-### Standard Properties to Consider
+### Standard Properties
 
-**Page/Screen**
-- page_title
-- page_location (URL)
-- page_referrer
-- content_group
-
-**User**
-- user_id (if logged in)
-- user_type (free, paid, admin)
-- account_id (B2B)
-- plan_type
-
-**Campaign**
-- source
-- medium
-- campaign
-- content
-- term
-
-**Product** (e-commerce)
-- product_id
-- product_name
-- category
-- price
-- quantity
-- currency
-
-**Timing**
-- timestamp
-- session_duration
-- time_on_page
+| Category | Properties |
+|----------|------------|
+| Page | page_title, page_location, page_referrer |
+| User | user_id, user_type, account_id, plan_type |
+| Campaign | source, medium, campaign, content, term |
+| Product | product_id, product_name, category, price |
 
 ### Best Practices
-
 - Use consistent property names
 - Include relevant context
-- Don't duplicate GA4 automatic properties
+- Don't duplicate automatic properties
 - Avoid PII in properties
-- Document expected values
 
 ---
 
 ## GA4 Implementation
 
-### Configuration
+### Quick Setup
 
-**Data Streams**
-- One stream per platform (web, iOS, Android)
-- Enable enhanced measurement
+1. Create GA4 property and data stream
+2. Install gtag.js or GTM
+3. Enable enhanced measurement
+4. Configure custom events
+5. Mark conversions in Admin
 
-**Enhanced Measurement Events**
-- page_view (automatic)
-- scroll (90% depth)
-- outbound_click
-- site_search
-- video_engagement
-- file_download
-
-**Recommended Events**
-- Use Google's predefined events when possible
-- Correct naming for enhanced reporting
-- See: https://support.google.com/analytics/answer/9267735
-
-### Custom Events (GA4)
+### Custom Event Example
 
 ```javascript
-// gtag.js
 gtag('event', 'signup_completed', {
   'method': 'email',
   'plan': 'free'
 });
-
-// Google Tag Manager (dataLayer)
-dataLayer.push({
-  'event': 'signup_completed',
-  'method': 'email',
-  'plan': 'free'
-});
 ```
 
-### Conversions Setup
-
-1. Collect event in GA4
-2. Mark as conversion in Admin > Events
-3. Set conversion counting (once per session or every time)
-4. Import to Google Ads if needed
-
-### Custom Dimensions and Metrics
-
-**When to use:**
-- Properties you want to segment by
-- Metrics you want to aggregate
-- Beyond standard parameters
-
-**Setup:**
-1. Create in Admin > Custom definitions
-2. Scope: Event, User, or Item
-3. Parameter name must match
+**For detailed GA4 implementation**: See [references/ga4-implementation.md](references/ga4-implementation.md)
 
 ---
 
-## Google Tag Manager Implementation
+## Google Tag Manager
 
 ### Container Structure
 
-**Tags**
-- GA4 Configuration (base)
-- GA4 Event tags (one per event or grouped)
-- Conversion pixels (Facebook, LinkedIn, etc.)
-
-**Triggers**
-- Page View (DOM Ready, Window Loaded)
-- Click - All Elements / Just Links
-- Form Submission
-- Custom Events
-
-**Variables**
-- Built-in: Click Text, Click URL, Page Path, etc.
-- Data Layer variables
-- JavaScript variables
-- Lookup tables
-
-### Best Practices
-
-- Use folders to organize
-- Consistent naming (Tag_Type_Description)
-- Version notes on every publish
-- Preview mode for testing
-- Workspaces for team collaboration
+| Component | Purpose |
+|-----------|---------|
+| Tags | Code that executes (GA4, pixels) |
+| Triggers | When tags fire (page view, click) |
+| Variables | Dynamic values (click text, data layer) |
 
 ### Data Layer Pattern
 
 ```javascript
-// Push custom event
 dataLayer.push({
   'event': 'form_submitted',
   'form_name': 'contact',
   'form_location': 'footer'
 });
-
-// Set user properties
-dataLayer.push({
-  'user_id': '12345',
-  'user_type': 'premium'
-});
-
-// E-commerce event
-dataLayer.push({
-  'event': 'purchase',
-  'ecommerce': {
-    'transaction_id': 'T12345',
-    'value': 99.99,
-    'currency': 'USD',
-    'items': [{
-      'item_id': 'SKU123',
-      'item_name': 'Product Name',
-      'price': 99.99
-    }]
-  }
-});
 ```
 
+**For detailed GTM implementation**: See [references/gtm-implementation.md](references/gtm-implementation.md)
+
 ---
 
 ## UTM Parameter Strategy
@@ -359,40 +185,17 @@ dataLayer.push({
 
 | Parameter | Purpose | Example |
 |-----------|---------|---------|
-| utm_source | Where traffic comes from | google, facebook, newsletter |
-| utm_medium | Marketing medium | cpc, email, social, referral |
-| utm_campaign | Campaign name | spring_sale, product_launch |
-| utm_content | Differentiate versions | hero_cta, sidebar_link |
+| utm_source | Traffic source | google, newsletter |
+| utm_medium | Marketing medium | cpc, email, social |
+| utm_campaign | Campaign name | spring_sale |
+| utm_content | Differentiate versions | hero_cta |
 | utm_term | Paid search keywords | running+shoes |
 
 ### Naming Conventions
-
-**Lowercase everything**
-- google, not Google
-- email, not Email
-
-**Use underscores or hyphens consistently**
-- product_launch or product-launch
-- Pick one, stick with it
-
-**Be specific but concise**
-- blog_footer_cta, not cta1
-- 2024_q1_promo, not promo
-
-### UTM Documentation
-
-Track all UTMs in a spreadsheet or tool:
-
-| Campaign | Source | Medium | Content | Full URL | Owner | Date |
-|----------|--------|--------|---------|----------|-------|------|
-| ... | ... | ... | ... | ... | ... | ... |
-
-### UTM Builder
-
-Provide a consistent UTM builder link to team:
-- Google's URL builder
-- Internal tool
-- Spreadsheet formula
+- Lowercase everything
+- Use underscores or hyphens consistently
+- Be specific but concise: `blog_footer_cta`, not `cta1`
+- Document all UTMs in a spreadsheet
 
 ---
 
@@ -400,72 +203,44 @@ Provide a consistent UTM builder link to team:
 
 ### Testing Tools
 
-**GA4 DebugView**
-- Real-time event monitoring
-- Enable with ?debug_mode=true
-- Or via Chrome extension
-
-**GTM Preview Mode**
-- Test triggers and tags
-- See data layer state
-- Validate before publish
-
-**Browser Extensions**
-- GA Debugger
-- Tag Assistant
-- dataLayer Inspector
+| Tool | Use For |
+|------|---------|
+| GA4 DebugView | Real-time event monitoring |
+| GTM Preview Mode | Test triggers before publish |
+| Browser Extensions | Tag Assistant, dataLayer Inspector |
 
 ### Validation Checklist
 
 - [ ] Events firing on correct triggers
 - [ ] Property values populating correctly
 - [ ] No duplicate events
-- [ ] Works across browsers
-- [ ] Works on mobile
+- [ ] Works across browsers and mobile
 - [ ] Conversions recorded correctly
-- [ ] User ID passing when logged in
 - [ ] No PII leaking
 
 ### Common Issues
 
-**Events not firing**
-- Trigger misconfigured
-- Tag paused
-- GTM not loaded on page
-
-**Wrong values**
-- Variable not configured
-- Data layer not pushing correctly
-- Timing issues (fire before data ready)
-
-**Duplicate events**
-- Multiple GTM containers
-- Multiple tag instances
-- Trigger firing multiple times
+| Issue | Check |
+|-------|-------|
+| Events not firing | Trigger config, GTM loaded |
+| Wrong values | Variable path, data layer structure |
+| Duplicate events | Multiple containers, trigger firing twice |
 
 ---
 
 ## Privacy and Compliance
 
 ### Considerations
-
 - Cookie consent required in EU/UK/CA
 - No PII in analytics properties
 - Data retention settings
 - User deletion capabilities
-- Cross-device tracking consent
 
 ### Implementation
-
-**Consent Mode (GA4)**
-- Wait for consent before tracking
-- Use consent mode for partial tracking
-- Integrate with consent management platform
-
-**Data Minimization**
-- Only collect what you need
+- Use consent mode (wait for consent)
 - IP anonymization
-- No PII in custom dimensions
+- Only collect what you need
+- Integrate with consent management platform
 
 ---
 
@@ -473,56 +248,36 @@ Provide a consistent UTM builder link to team:
 
 ### Tracking Plan Document
 
-```
+```markdown
 # [Site/Product] Tracking Plan
 
 ## Overview
 - Tools: GA4, GTM
 - Last updated: [Date]
-- Owner: [Name]
 
 ## Events
 
-### Marketing Events
-
 | Event Name | Description | Properties | Trigger |
 |------------|-------------|------------|---------|
-| signup_started | User initiates signup | source, page | Click signup CTA |
-| signup_completed | User completes signup | method, plan | Signup success page |
-
-### Product Events
-[Similar table]
+| signup_completed | User completes signup | method, plan | Success page |
 
 ## Custom Dimensions
 
-| Name | Scope | Parameter | Description |
-|------|-------|-----------|-------------|
-| user_type | User | user_type | Free, trial, paid |
+| Name | Scope | Parameter |
+|------|-------|-----------|
+| user_type | User | user_type |
 
 ## Conversions
 
-| Conversion | Event | Counting | Google Ads |
-|------------|-------|----------|------------|
-| Signup | signup_completed | Once per session | Yes |
-
-## UTM Convention
-
-[Guidelines]
+| Conversion | Event | Counting |
+|------------|-------|----------|
+| Signup | signup_completed | Once per session |
 ```
 
-### Implementation Code
-
-Provide ready-to-use code snippets
-
-### Testing Checklist
-
-Specific validation steps
-
 ---
 
-## Questions to Ask
+## Task-Specific Questions
 
-If you need more context:
 1. What tools are you using (GA4, Mixpanel, etc.)?
 2. What key actions do you want to track?
 3. What decisions will this data inform?
@@ -532,8 +287,23 @@ If you need more context:
 
 ---
 
+## Tool Integrations
+
+For implementation, see the [tools registry](../../tools/REGISTRY.md). Key analytics tools:
+
+| Tool | Best For | MCP | Guide |
+|------|----------|:---:|-------|
+| **GA4** | Web analytics, Google ecosystem | ✓ | [ga4.md](../../tools/integrations/ga4.md) |
+| **Mixpanel** | Product analytics, event tracking | - | [mixpanel.md](../../tools/integrations/mixpanel.md) |
+| **Amplitude** | Product analytics, cohort analysis | - | [amplitude.md](../../tools/integrations/amplitude.md) |
+| **PostHog** | Open-source analytics, session replay | - | [posthog.md](../../tools/integrations/posthog.md) |
+| **Segment** | Customer data platform, routing | - | [segment.md](../../tools/integrations/segment.md) |
+
+---
+
 ## Related Skills
 
 - **ab-test-setup**: For experiment tracking
 - **seo-audit**: For organic traffic analysis
 - **page-cro**: For conversion optimization (uses this data)
+- **revops**: For pipeline metrics, CRM tracking, and revenue attribution

skills/analytics-tracking/references/event-library.md

@@ -0,0 +1,260 @@
+# Event Library Reference
+
+Comprehensive list of events to track by business type and context.
+
+## Contents
+- Marketing Site Events (navigation & engagement, CTA & form interactions, conversion events)
+- Product/App Events (onboarding, core usage, errors & support)
+- Monetization Events (pricing & checkout, subscription management)
+- E-commerce Events (browsing, cart, checkout, post-purchase)
+- B2B / SaaS Specific Events (team & collaboration, integration events, account events)
+- Event Properties (Parameters)
+- Funnel Event Sequences
+
+## Marketing Site Events
+
+### Navigation & Engagement
+
+| Event Name | Description | Properties |
+|------------|-------------|------------|
+| page_view | Page loaded (enhanced) | page_title, page_location, content_group |
+| scroll_depth | User scrolled to threshold | depth (25, 50, 75, 100) |
+| outbound_link_clicked | Click to external site | link_url, link_text |
+| internal_link_clicked | Click within site | link_url, link_text, location |
+| video_played | Video started | video_id, video_title, duration |
+| video_completed | Video finished | video_id, video_title, duration |
+
+### CTA & Form Interactions
+
+| Event Name | Description | Properties |
+|------------|-------------|------------|
+| cta_clicked | Call to action clicked | button_text, cta_location, page |
+| form_started | User began form | form_name, form_location |
+| form_field_completed | Field filled | form_name, field_name |
+| form_submitted | Form successfully sent | form_name, form_location |
+| form_error | Form validation failed | form_name, error_type |
+| resource_downloaded | Asset downloaded | resource_name, resource_type |
+
+### Conversion Events
+
+| Event Name | Description | Properties |
+|------------|-------------|------------|
+| signup_started | Initiated signup | source, page |
+| signup_completed | Finished signup | method, plan, source |
+| demo_requested | Demo form submitted | company_size, industry |
+| contact_submitted | Contact form sent | inquiry_type |
+| newsletter_subscribed | Email list signup | source, list_name |
+| trial_started | Free trial began | plan, source |
+
+---
+
+## Product/App Events
+
+### Onboarding
+
+| Event Name | Description | Properties |
+|------------|-------------|------------|
+| signup_completed | Account created | method, referral_source |
+| onboarding_started | Began onboarding | - |
+| onboarding_step_completed | Step finished | step_number, step_name |
+| onboarding_completed | All steps done | steps_completed, time_to_complete |
+| onboarding_skipped | User skipped onboarding | step_skipped_at |
+| first_key_action_completed | Aha moment reached | action_type |
+
+### Core Usage
+
+| Event Name | Description | Properties |
+|------------|-------------|------------|
+| session_started | App session began | session_number |
+| feature_used | Feature interaction | feature_name, feature_category |
+| action_completed | Core action done | action_type, count |
+| content_created | User created content | content_type |
+| content_edited | User modified content | content_type |
+| content_deleted | User removed content | content_type |
+| search_performed | In-app search | query, results_count |
+| settings_changed | Settings modified | setting_name, new_value |
+| invite_sent | User invited others | invite_type, count |
+
+### Errors & Support
+
+| Event Name | Description | Properties |
+|------------|-------------|------------|
+| error_occurred | Error experienced | error_type, error_message, page |
+| help_opened | Help accessed | help_type, page |
+| support_contacted | Support request made | contact_method, issue_type |
+| feedback_submitted | User feedback given | feedback_type, rating |
+
+---
+
+## Monetization Events
+
+### Pricing & Checkout
+
+| Event Name | Description | Properties |
+|------------|-------------|------------|
+| pricing_viewed | Pricing page seen | source |
+| plan_selected | Plan chosen | plan_name, billing_cycle |
+| checkout_started | Began checkout | plan, value |
+| payment_info_entered | Payment submitted | payment_method |
+| purchase_completed | Purchase successful | plan, value, currency, transaction_id |
+| purchase_failed | Purchase failed | error_reason, plan |
+
+### Subscription Management
+
+| Event Name | Description | Properties |
+|------------|-------------|------------|
+| trial_started | Trial began | plan, trial_length |
+| trial_ended | Trial expired | plan, converted (bool) |
+| subscription_upgraded | Plan upgraded | from_plan, to_plan, value |
+| subscription_downgraded | Plan downgraded | from_plan, to_plan |
+| subscription_cancelled | Cancelled | plan, reason, tenure |
+| subscription_renewed | Renewed | plan, value |
+| billing_updated | Payment method changed | - |
+
+---
+
+## E-commerce Events
+
+### Browsing
+
+| Event Name | Description | Properties |
+|------------|-------------|------------|
+| product_viewed | Product page viewed | product_id, product_name, category, price |
+| product_list_viewed | Category/list viewed | list_name, products[] |
+| product_searched | Search performed | query, results_count |
+| product_filtered | Filters applied | filter_type, filter_value |
+| product_sorted | Sort applied | sort_by, sort_order |
+
+### Cart
+
+| Event Name | Description | Properties |
+|------------|-------------|------------|
+| product_added_to_cart | Item added | product_id, product_name, price, quantity |
+| product_removed_from_cart | Item removed | product_id, product_name, price, quantity |
+| cart_viewed | Cart page viewed | cart_value, items_count |
+
+### Checkout
+
+| Event Name | Description | Properties |
+|------------|-------------|------------|
+| checkout_started | Checkout began | cart_value, items_count |
+| checkout_step_completed | Step finished | step_number, step_name |
+| shipping_info_entered | Address entered | shipping_method |
+| payment_info_entered | Payment entered | payment_method |
+| coupon_applied | Coupon used | coupon_code, discount_value |
+| purchase_completed | Order placed | transaction_id, value, currency, items[] |
+
+### Post-Purchase
+
+| Event Name | Description | Properties |
+|------------|-------------|------------|
+| order_confirmed | Confirmation viewed | transaction_id |
+| refund_requested | Refund initiated | transaction_id, reason |
+| refund_completed | Refund processed | transaction_id, value |
+| review_submitted | Product reviewed | product_id, rating |
+
+---
+
+## B2B / SaaS Specific Events
+
+### Team & Collaboration
+
+| Event Name | Description | Properties |
+|------------|-------------|------------|
+| team_created | New team/org made | team_size, plan |
+| team_member_invited | Invite sent | role, invite_method |
+| team_member_joined | Member accepted | role |
+| team_member_removed | Member removed | role |
+| role_changed | Permissions updated | user_id, old_role, new_role |
+
+### Integration Events
+
+| Event Name | Description | Properties |
+|------------|-------------|------------|
+| integration_viewed | Integration page seen | integration_name |
+| integration_started | Setup began | integration_name |
+| integration_connected | Successfully connected | integration_name |
+| integration_disconnected | Removed integration | integration_name, reason |
+
+### Account Events
+
+| Event Name | Description | Properties |
+|------------|-------------|------------|
+| account_created | New account | source, plan |
+| account_upgraded | Plan upgrade | from_plan, to_plan |
+| account_churned | Account closed | reason, tenure, mrr_lost |
+| account_reactivated | Returned customer | previous_tenure, new_plan |
+
+---
+
+## Event Properties (Parameters)
+
+### Standard Properties to Include
+
+**User Context:**
+```
+user_id: "12345"
+user_type: "free" | "trial" | "paid"
+account_id: "acct_123"
+plan_type: "starter" | "pro" | "enterprise"
+```
+
+**Session Context:**
+```
+session_id: "sess_abc"
+session_number: 5
+page: "/pricing"
+referrer: "https://google.com"
+```
+
+**Campaign Context:**
+```
+source: "google"
+medium: "cpc"
+campaign: "spring_sale"
+content: "hero_cta"
+```
+
+**Product Context (E-commerce):**
+```
+product_id: "SKU123"
+product_name: "Product Name"
+category: "Category"
+price: 99.99
+quantity: 1
+currency: "USD"
+```
+
+**Timing:**
+```
+timestamp: "2024-01-15T10:30:00Z"
+time_on_page: 45
+session_duration: 300
+```
+
+---
+
+## Funnel Event Sequences
+
+### Signup Funnel
+1. signup_started
+2. signup_step_completed (email)
+3. signup_step_completed (password)
+4. signup_completed
+5. onboarding_started
+
+### Purchase Funnel
+1. pricing_viewed
+2. plan_selected
+3. checkout_started
+4. payment_info_entered
+5. purchase_completed
+
+### E-commerce Funnel
+1. product_viewed
+2. product_added_to_cart
+3. cart_viewed
+4. checkout_started
+5. shipping_info_entered
+6. payment_info_entered
+7. purchase_completed

skills/analytics-tracking/references/ga4-implementation.md

@@ -0,0 +1,300 @@
+# GA4 Implementation Reference
+
+Detailed implementation guide for Google Analytics 4.
+
+## Contents
+- Configuration (data streams, enhanced measurement events, recommended events)
+- Custom Events (gtag.js implementation, Google Tag Manager)
+- Conversions Setup (creating conversions, conversion values)
+- Custom Dimensions and Metrics (when to use, setup steps, examples)
+- Audiences (creating audiences, audience examples)
+- Debugging (DebugView, real-time reports, common issues)
+- Data Quality (filters, cross-domain tracking, session settings)
+- Integration with Google Ads (linking, audience export)
+
+## Configuration
+
+### Data Streams
+
+- One stream per platform (web, iOS, Android)
+- Enable enhanced measurement for automatic tracking
+- Configure data retention (2 months default, 14 months max)
+- Enable Google Signals (for cross-device, if consented)
+
+### Enhanced Measurement Events (Automatic)
+
+| Event | Description | Configuration |
+|-------|-------------|---------------|
+| page_view | Page loads | Automatic |
+| scroll | 90% scroll depth | Toggle on/off |
+| outbound_click | Click to external domain | Automatic |
+| site_search | Search query used | Configure parameter |
+| video_engagement | YouTube video plays | Toggle on/off |
+| file_download | PDF, docs, etc. | Configurable extensions |
+
+### Recommended Events
+
+Use Google's predefined events when possible for enhanced reporting:
+
+**All properties:**
+- login, sign_up
+- share
+- search
+
+**E-commerce:**
+- view_item, view_item_list
+- add_to_cart, remove_from_cart
+- begin_checkout
+- add_payment_info
+- purchase, refund
+
+**Games:**
+- level_up, unlock_achievement
+- post_score, spend_virtual_currency
+
+Reference: https://support.google.com/analytics/answer/9267735
+
+---
+
+## Custom Events
+
+### gtag.js Implementation
+
+```javascript
+// Basic event
+gtag('event', 'signup_completed', {
+  'method': 'email',
+  'plan': 'free'
+});
+
+// Event with value
+gtag('event', 'purchase', {
+  'transaction_id': 'T12345',
+  'value': 99.99,
+  'currency': 'USD',
+  'items': [{
+    'item_id': 'SKU123',
+    'item_name': 'Product Name',
+    'price': 99.99
+  }]
+});
+
+// User properties
+gtag('set', 'user_properties', {
+  'user_type': 'premium',
+  'plan_name': 'pro'
+});
+
+// User ID (for logged-in users)
+gtag('config', 'GA_MEASUREMENT_ID', {
+  'user_id': 'USER_ID'
+});
+```
+
+### Google Tag Manager (dataLayer)
+
+```javascript
+// Custom event
+dataLayer.push({
+  'event': 'signup_completed',
+  'method': 'email',
+  'plan': 'free'
+});
+
+// Set user properties
+dataLayer.push({
+  'user_id': '12345',
+  'user_type': 'premium'
+});
+
+// E-commerce purchase
+dataLayer.push({
+  'event': 'purchase',
+  'ecommerce': {
+    'transaction_id': 'T12345',
+    'value': 99.99,
+    'currency': 'USD',
+    'items': [{
+      'item_id': 'SKU123',
+      'item_name': 'Product Name',
+      'price': 99.99,
+      'quantity': 1
+    }]
+  }
+});
+
+// Clear ecommerce before sending (best practice)
+dataLayer.push({ ecommerce: null });
+dataLayer.push({
+  'event': 'view_item',
+  'ecommerce': {
+    // ...
+  }
+});
+```
+
+---
+
+## Conversions Setup
+
+### Creating Conversions
+
+1. **Collect the event** - Ensure event is firing in GA4
+2. **Mark as conversion** - Admin > Events > Mark as conversion
+3. **Set counting method**:
+   - Once per session (leads, signups)
+   - Every event (purchases)
+4. **Import to Google Ads** - For conversion-optimized bidding
+
+### Conversion Values
+
+```javascript
+// Event with conversion value
+gtag('event', 'purchase', {
+  'value': 99.99,
+  'currency': 'USD'
+});
+```
+
+Or set default value in GA4 Admin when marking conversion.
+
+---
+
+## Custom Dimensions and Metrics
+
+### When to Use
+
+**Custom dimensions:**
+- Properties you want to segment/filter by
+- User attributes (plan type, industry)
+- Content attributes (author, category)
+
+**Custom metrics:**
+- Numeric values to aggregate
+- Scores, counts, durations
+
+### Setup Steps
+
+1. Admin > Data display > Custom definitions
+2. Create dimension or metric
+3. Choose scope:
+   - **Event**: Per event (content_type)
+   - **User**: Per user (account_type)
+   - **Item**: Per product (product_category)
+4. Enter parameter name (must match event parameter)
+
+### Examples
+
+| Dimension | Scope | Parameter | Description |
+|-----------|-------|-----------|-------------|
+| User Type | User | user_type | Free, trial, paid |
+| Content Author | Event | author | Blog post author |
+| Product Category | Item | item_category | E-commerce category |
+
+---
+
+## Audiences
+
+### Creating Audiences
+
+Admin > Data display > Audiences
+
+**Use cases:**
+- Remarketing audiences (export to Ads)
+- Segment analysis
+- Trigger-based events
+
+### Audience Examples
+
+**High-intent visitors:**
+- Viewed pricing page
+- Did not convert
+- In last 7 days
+
+**Engaged users:**
+- 3+ sessions
+- Or 5+ minutes total engagement
+
+**Purchasers:**
+- Purchase event
+- For exclusion or lookalike
+
+---
+
+## Debugging
+
+### DebugView
+
+Enable with:
+- URL parameter: `?debug_mode=true`
+- Chrome extension: GA Debugger
+- gtag: `'debug_mode': true` in config
+
+View at: Reports > Configure > DebugView
+
+### Real-Time Reports
+
+Check events within 30 minutes:
+Reports > Real-time
+
+### Common Issues
+
+**Events not appearing:**
+- Check DebugView first
+- Verify gtag/GTM firing
+- Check filter exclusions
+
+**Parameter values missing:**
+- Custom dimension not created
+- Parameter name mismatch
+- Data still processing (24-48 hrs)
+
+**Conversions not recording:**
+- Event not marked as conversion
+- Event name doesn't match
+- Counting method (once vs. every)
+
+---
+
+## Data Quality
+
+### Filters
+
+Admin > Data streams > [Stream] > Configure tag settings > Define internal traffic
+
+**Exclude:**
+- Internal IP addresses
+- Developer traffic
+- Testing environments
+
+### Cross-Domain Tracking
+
+For multiple domains sharing analytics:
+
+1. Admin > Data streams > [Stream] > Configure tag settings
+2. Configure your domains
+3. List all domains that should share sessions
+
+### Session Settings
+
+Admin > Data streams > [Stream] > Configure tag settings
+
+- Session timeout (default 30 min)
+- Engaged session duration (10 sec default)
+
+---
+
+## Integration with Google Ads
+
+### Linking
+
+1. Admin > Product links > Google Ads links
+2. Enable auto-tagging in Google Ads
+3. Import conversions in Google Ads
+
+### Audience Export
+
+Audiences created in GA4 can be used in Google Ads for:
+- Remarketing campaigns
+- Customer match
+- Similar audiences

skills/analytics-tracking/references/gtm-implementation.md

@@ -0,0 +1,390 @@
+# Google Tag Manager Implementation Reference
+
+Detailed guide for implementing tracking via Google Tag Manager.
+
+## Contents
+- Container Structure (tags, triggers, variables)
+- Naming Conventions
+- Data Layer Patterns
+- Common Tag Configurations (GA4 configuration tag, GA4 event tag, Facebook pixel)
+- Preview and Debug
+- Workspaces and Versioning
+- Consent Management
+- Advanced Patterns (tag sequencing, exception handling, custom JavaScript variables)
+
+## Container Structure
+
+### Tags
+
+Tags are code snippets that execute when triggered.
+
+**Common tag types:**
+- GA4 Configuration (base setup)
+- GA4 Event (custom events)
+- Google Ads Conversion
+- Facebook Pixel
+- LinkedIn Insight Tag
+- Custom HTML (for other pixels)
+
+### Triggers
+
+Triggers define when tags fire.
+
+**Built-in triggers:**
+- Page View: All Pages, DOM Ready, Window Loaded
+- Click: All Elements, Just Links
+- Form Submission
+- Scroll Depth
+- Timer
+- Element Visibility
+
+**Custom triggers:**
+- Custom Event (from dataLayer)
+- Trigger Groups (multiple conditions)
+
+### Variables
+
+Variables capture dynamic values.
+
+**Built-in (enable as needed):**
+- Click Text, Click URL, Click ID, Click Classes
+- Page Path, Page URL, Page Hostname
+- Referrer
+- Form Element, Form ID
+
+**User-defined:**
+- Data Layer variables
+- JavaScript variables
+- Lookup tables
+- RegEx tables
+- Constants
+
+---
+
+## Naming Conventions
+
+### Recommended Format
+
+```
+[Type] - [Description] - [Detail]
+
+Tags:
+GA4 - Event - Signup Completed
+GA4 - Config - Base Configuration
+FB - Pixel - Page View
+HTML - LiveChat Widget
+
+Triggers:
+Click - CTA Button
+Submit - Contact Form
+View - Pricing Page
+Custom - signup_completed
+
+Variables:
+DL - user_id
+JS - Current Timestamp
+LT - Campaign Source Map
+```
+
+---
+
+## Data Layer Patterns
+
+### Basic Structure
+
+```javascript
+// Initialize (in <head> before GTM)
+window.dataLayer = window.dataLayer || [];
+
+// Push event
+dataLayer.push({
+  'event': 'event_name',
+  'property1': 'value1',
+  'property2': 'value2'
+});
+```
+
+### Page Load Data
+
+```javascript
+// Set on page load (before GTM container)
+window.dataLayer = window.dataLayer || [];
+dataLayer.push({
+  'pageType': 'product',
+  'contentGroup': 'products',
+  'user': {
+    'loggedIn': true,
+    'userId': '12345',
+    'userType': 'premium'
+  }
+});
+```
+
+### Form Submission
+
+```javascript
+document.querySelector('#contact-form').addEventListener('submit', function() {
+  dataLayer.push({
+    'event': 'form_submitted',
+    'formName': 'contact',
+    'formLocation': 'footer'
+  });
+});
+```
+
+### Button Click
+
+```javascript
+document.querySelector('.cta-button').addEventListener('click', function() {
+  dataLayer.push({
+    'event': 'cta_clicked',
+    'ctaText': this.innerText,
+    'ctaLocation': 'hero'
+  });
+});
+```
+
+### E-commerce Events
+
+```javascript
+// Product view
+dataLayer.push({ ecommerce: null }); // Clear previous
+dataLayer.push({
+  'event': 'view_item',
+  'ecommerce': {
+    'items': [{
+      'item_id': 'SKU123',
+      'item_name': 'Product Name',
+      'price': 99.99,
+      'item_category': 'Category',
+      'quantity': 1
+    }]
+  }
+});
+
+// Add to cart
+dataLayer.push({ ecommerce: null });
+dataLayer.push({
+  'event': 'add_to_cart',
+  'ecommerce': {
+    'items': [{
+      'item_id': 'SKU123',
+      'item_name': 'Product Name',
+      'price': 99.99,
+      'quantity': 1
+    }]
+  }
+});
+
+// Purchase
+dataLayer.push({ ecommerce: null });
+dataLayer.push({
+  'event': 'purchase',
+  'ecommerce': {
+    'transaction_id': 'T12345',
+    'value': 99.99,
+    'currency': 'USD',
+    'tax': 5.00,
+    'shipping': 10.00,
+    'items': [{
+      'item_id': 'SKU123',
+      'item_name': 'Product Name',
+      'price': 99.99,
+      'quantity': 1
+    }]
+  }
+});
+```
+
+---
+
+## Common Tag Configurations
+
+### GA4 Configuration Tag
+
+**Tag Type:** Google Analytics: GA4 Configuration
+
+**Settings:**
+- Measurement ID: G-XXXXXXXX
+- Send page view: Checked (for pageviews)
+- User Properties: Add any user-level dimensions
+
+**Trigger:** All Pages
+
+### GA4 Event Tag
+
+**Tag Type:** Google Analytics: GA4 Event
+
+**Settings:**
+- Configuration Tag: Select your config tag
+- Event Name: {{DL - event_name}} or hardcode
+- Event Parameters: Add parameters from dataLayer
+
+**Trigger:** Custom Event with event name match
+
+### Facebook Pixel - Base
+
+**Tag Type:** Custom HTML
+
+```html
+<script>
+  !function(f,b,e,v,n,t,s)
+  {if(f.fbq)return;n=f.fbq=function(){n.callMethod?
+  n.callMethod.apply(n,arguments):n.queue.push(arguments)};
+  if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0';
+  n.queue=[];t=b.createElement(e);t.async=!0;
+  t.src=v;s=b.getElementsByTagName(e)[0];
+  s.parentNode.insertBefore(t,s)}(window, document,'script',
+  'https://connect.facebook.net/en_US/fbevents.js');
+  fbq('init', 'YOUR_PIXEL_ID');
+  fbq('track', 'PageView');
+</script>
+```
+
+**Trigger:** All Pages
+
+### Facebook Pixel - Event
+
+**Tag Type:** Custom HTML
+
+```html
+<script>
+  fbq('track', 'Lead', {
+    content_name: '{{DL - form_name}}'
+  });
+</script>
+```
+
+**Trigger:** Custom Event - form_submitted
+
+---
+
+## Preview and Debug
+
+### Preview Mode
+
+1. Click "Preview" in GTM
+2. Enter site URL
+3. GTM debug panel opens at bottom
+
+**What to check:**
+- Tags fired on this event
+- Tags not fired (and why)
+- Variables and their values
+- Data layer contents
+
+### Debug Tips
+
+**Tag not firing:**
+- Check trigger conditions
+- Verify data layer push
+- Check tag sequencing
+
+**Wrong variable value:**
+- Check data layer structure
+- Verify variable path (nested objects)
+- Check timing (data may not exist yet)
+
+**Multiple firings:**
+- Check trigger uniqueness
+- Look for duplicate tags
+- Check tag firing options
+
+---
+
+## Workspaces and Versioning
+
+### Workspaces
+
+Use workspaces for team collaboration:
+- Default workspace for production
+- Separate workspaces for large changes
+- Merge when ready
+
+### Version Management
+
+**Best practices:**
+- Name every version descriptively
+- Add notes explaining changes
+- Review changes before publish
+- Keep production version noted
+
+**Version notes example:**
+```
+v15: Added purchase conversion tracking
+- New tag: GA4 - Event - Purchase
+- New trigger: Custom Event - purchase
+- New variables: DL - transaction_id, DL - value
+- Tested: Chrome, Safari, Mobile
+```
+
+---
+
+## Consent Management
+
+### Consent Mode Integration
+
+```javascript
+// Default state (before consent)
+gtag('consent', 'default', {
+  'analytics_storage': 'denied',
+  'ad_storage': 'denied'
+});
+
+// Update on consent
+function grantConsent() {
+  gtag('consent', 'update', {
+    'analytics_storage': 'granted',
+    'ad_storage': 'granted'
+  });
+}
+```
+
+### GTM Consent Overview
+
+1. Enable Consent Overview in Admin
+2. Configure consent for each tag
+3. Tags respect consent state automatically
+
+---
+
+## Advanced Patterns
+
+### Tag Sequencing
+
+**Setup tags to fire in order:**
+Tag Configuration > Advanced Settings > Tag Sequencing
+
+**Use cases:**
+- Config tag before event tags
+- Pixel initialization before tracking
+- Cleanup after conversion
+
+### Exception Handling
+
+**Trigger exceptions** - Prevent tag from firing:
+- Exclude certain pages
+- Exclude internal traffic
+- Exclude during testing
+
+### Custom JavaScript Variables
+
+```javascript
+// Get URL parameter
+function() {
+  var params = new URLSearchParams(window.location.search);
+  return params.get('campaign') || '(not set)';
+}
+
+// Get cookie value
+function() {
+  var match = document.cookie.match('(^|;) ?user_id=([^;]*)(;|$)');
+  return match ? match[2] : null;
+}
+
+// Get data from page
+function() {
+  var el = document.querySelector('.product-price');
+  return el ? parseFloat(el.textContent.replace('$', '')) : 0;
+}
+```

skills/churn-prevention/SKILL.md

@@ -0,0 +1,424 @@
+---
+name: churn-prevention
+description: "When the user wants to reduce churn, build cancellation flows, set up save offers, recover failed payments, or implement retention strategies. Also use when the user mentions 'churn,' 'cancel flow,' 'offboarding,' 'save offer,' 'dunning,' 'failed payment recovery,' 'win-back,' 'retention,' 'exit survey,' 'pause subscription,' 'involuntary churn,' 'people keep canceling,' 'churn rate is too high,' 'how do I keep users,' or 'customers are leaving.' Use this whenever someone is losing subscribers or wants to build systems to prevent it. For post-cancel win-back email sequences, see email-sequence. For in-app upgrade paywalls, see paywall-upgrade-cro."
+metadata:
+  version: 1.1.0
+---
+
+# Churn Prevention
+
+You are an expert in SaaS retention and churn prevention. Your goal is to help reduce both voluntary churn (customers choosing to cancel) and involuntary churn (failed payments) through well-designed cancel flows, dynamic save offers, proactive retention, and dunning strategies.
+
+## Before Starting
+
+**Check for product marketing context first:**
+If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
+Gather this context (ask if not provided):
+
+### 1. Current Churn Situation
+- What's your monthly churn rate? (Voluntary vs. involuntary if known)
+- How many active subscribers?
+- What's the average MRR per customer?
+- Do you have a cancel flow today, or does cancel happen instantly?
+
+### 2. Billing & Platform
+- What billing provider? (Stripe, Chargebee, Paddle, Recurly, Braintree)
+- Monthly, annual, or both billing intervals?
+- Do you support plan pausing or downgrades?
+- Any existing retention tooling? (Churnkey, ProsperStack, Raaft)
+
+### 3. Product & Usage Data
+- Do you track feature usage per user?
+- Can you identify engagement drop-offs?
+- Do you have cancellation reason data from past churns?
+- What's your activation metric? (What do retained users do that churned users don't?)
+
+### 4. Constraints
+- B2B or B2C? (Affects flow design)
+- Self-serve cancellation required? (Some regulations mandate easy cancel)
+- Brand tone for offboarding? (Empathetic, direct, playful)
+
+---
+
+## How This Skill Works
+
+Churn has two types requiring different strategies:
+
+| Type | Cause | Solution |
+|------|-------|----------|
+| **Voluntary** | Customer chooses to cancel | Cancel flows, save offers, exit surveys |
+| **Involuntary** | Payment fails | Dunning emails, smart retries, card updaters |
+
+Voluntary churn is typically 50-70% of total churn. Involuntary churn is 30-50% but is often easier to fix.
+
+This skill supports three modes:
+
+1. **Build a cancel flow** — Design from scratch with survey, save offers, and confirmation
+2. **Optimize an existing flow** — Analyze cancel data and improve save rates
+3. **Set up dunning** — Failed payment recovery with retries and email sequences
+
+---
+
+## Cancel Flow Design
+
+### The Cancel Flow Structure
+
+Every cancel flow follows this sequence:
+
+```
+Trigger → Survey → Dynamic Offer → Confirmation → Post-Cancel
+```
+
+**Step 1: Trigger**
+Customer clicks "Cancel subscription" in account settings.
+
+**Step 2: Exit Survey**
+Ask why they're cancelling. This determines which save offer to show.
+
+**Step 3: Dynamic Save Offer**
+Present a targeted offer based on their reason (discount, pause, downgrade, etc.)
+
+**Step 4: Confirmation**
+If they still want to cancel, confirm clearly with end-of-billing-period messaging.
+
+**Step 5: Post-Cancel**
+Set expectations, offer easy reactivation path, trigger win-back sequence.
+
+### Exit Survey Design
+
+The exit survey is the foundation. Good reason categories:
+
+| Reason | What It Tells You |
+|--------|-------------------|
+| Too expensive | Price sensitivity, may respond to discount or downgrade |
+| Not using it enough | Low engagement, may respond to pause or onboarding help |
+| Missing a feature | Product gap, show roadmap or workaround |
+| Switching to competitor | Competitive pressure, understand what they offer |
+| Technical issues / bugs | Product quality, escalate to support |
+| Temporary / seasonal need | Usage pattern, offer pause |
+| Business closed / changed | Unavoidable, learn and let go gracefully |
+| Other | Catch-all, include free text field |
+
+**Survey best practices:**
+- 1 question, single-select with optional free text
+- 5-8 reason options max (avoid decision fatigue)
+- Put most common reasons first (review data quarterly)
+- Don't make it feel like a guilt trip
+- "Help us improve" framing works better than "Why are you leaving?"
+
+### Dynamic Save Offers
+
+The key insight: **match the offer to the reason.** A discount won't save someone who isn't using the product. A feature roadmap won't save someone who can't afford it.
+
+**Offer-to-reason mapping:**
+
+| Cancel Reason | Primary Offer | Fallback Offer |
+|---------------|---------------|----------------|
+| Too expensive | Discount (20-30% for 2-3 months) | Downgrade to lower plan |
+| Not using it enough | Pause (1-3 months) | Free onboarding session |
+| Missing feature | Roadmap preview + timeline | Workaround guide |
+| Switching to competitor | Competitive comparison + discount | Feedback session |
+| Technical issues | Escalate to support immediately | Credit + priority fix |
+| Temporary / seasonal | Pause subscription | Downgrade temporarily |
+| Business closed | Skip offer (respect the situation) | — |
+
+### Save Offer Types
+
+**Discount**
+- 20-30% off for 2-3 months is the sweet spot
+- Avoid 50%+ discounts (trains customers to cancel for deals)
+- Time-limit the offer ("This offer expires when you leave this page")
+- Show the dollar amount saved, not just the percentage
+
+**Pause subscription**
+- 1-3 month pause maximum (longer pauses rarely reactivate)
+- 60-80% of pausers eventually return to active
+- Auto-reactivation with advance notice email
+- Keep their data and settings intact
+
+**Plan downgrade**
+- Offer a lower tier instead of full cancellation
+- Show what they keep vs. what they lose
+- Position as "right-size your plan" not "downgrade"
+- Easy path back up when ready
+
+**Feature unlock / extension**
+- Unlock a premium feature they haven't tried
+- Extend trial of a higher tier
+- Works best for "not getting enough value" reasons
+
+**Personal outreach**
+- For high-value accounts (top 10-20% by MRR)
+- Route to customer success for a call
+- Personal email from founder for smaller companies
+
+### Cancel Flow UI Patterns
+
+```
+┌─────────────────────────────────────┐
+│  We're sorry to see you go          │
+│                                     │
+│  What's the main reason you're      │
+│  cancelling?                        │
+│                                     │
+│  ○ Too expensive                    │
+│  ○ Not using it enough              │
+│  ○ Missing a feature I need         │
+│  ○ Switching to another tool        │
+│  ○ Technical issues                 │
+│  ○ Temporary / don't need right now │
+│  ○ Other: [____________]            │
+│                                     │
+│  [Continue]                         │
+│  [Never mind, keep my subscription] │
+└─────────────────────────────────────┘
+         ↓ (selects "Too expensive")
+┌─────────────────────────────────────┐
+│  What if we could help?             │
+│                                     │
+│  We'd love to keep you. Here's a    │
+│  special offer:                     │
+│                                     │
+│  ┌───────────────────────────────┐  │
+│  │  25% off for the next 3 months│  │
+│  │  Save $XX/month               │  │
+│  │                               │  │
+│  │  [Accept Offer]               │  │
+│  └───────────────────────────────┘  │
+│                                     │
+│  Or switch to [Basic Plan] at       │
+│  $X/month →                         │
+│                                     │
+│  [No thanks, continue cancelling]   │
+└─────────────────────────────────────┘
+```
+
+**UI principles:**
+- Keep the "continue cancelling" option visible (no dark patterns)
+- One primary offer + one fallback, not a wall of options
+- Show specific dollar savings, not abstract percentages
+- Use the customer's name and account data when possible
+- Mobile-friendly (many cancellations happen on mobile)
+
+For detailed cancel flow patterns by industry and billing provider, see [references/cancel-flow-patterns.md](references/cancel-flow-patterns.md).
+
+---
+
+## Churn Prediction & Proactive Retention
+
+The best save happens before the customer ever clicks "Cancel."
+
+### Risk Signals
+
+Track these leading indicators of churn:
+
+| Signal | Risk Level | Timeframe |
+|--------|-----------|-----------|
+| Login frequency drops 50%+ | High | 2-4 weeks before cancel |
+| Key feature usage stops | High | 1-3 weeks before cancel |
+| Support tickets spike then stop | High | 1-2 weeks before cancel |
+| Email open rates decline | Medium | 2-6 weeks before cancel |
+| Billing page visits increase | High | Days before cancel |
+| Team seats removed | High | 1-2 weeks before cancel |
+| Data export initiated | Critical | Days before cancel |
+| NPS score drops below 6 | Medium | 1-3 months before cancel |
+
+### Health Score Model
+
+Build a simple health score (0-100) from weighted signals:
+
+```
+Health Score = (
+  Login frequency score × 0.30 +
+  Feature usage score   × 0.25 +
+  Support sentiment     × 0.15 +
+  Billing health        × 0.15 +
+  Engagement score      × 0.15
+)
+```
+
+| Score | Status | Action |
+|-------|--------|--------|
+| 80-100 | Healthy | Upsell opportunities |
+| 60-79 | Needs attention | Proactive check-in |
+| 40-59 | At risk | Intervention campaign |
+| 0-39 | Critical | Personal outreach |
+
+### Proactive Interventions
+
+**Before they think about cancelling:**
+
+| Trigger | Intervention |
+|---------|-------------|
+| Usage drop >50% for 2 weeks | "We noticed you haven't used [feature]. Need help?" email |
+| Approaching plan limit | Upgrade nudge (not a wall — paywall-upgrade-cro handles this) |
+| No login for 14 days | Re-engagement email with recent product updates |
+| NPS detractor (0-6) | Personal follow-up within 24 hours |
+| Support ticket unresolved >48h | Escalation + proactive status update |
+| Annual renewal in 30 days | Value recap email + renewal confirmation |
+
+---
+
+## Involuntary Churn: Payment Recovery
+
+Failed payments cause 30-50% of all churn but are the most recoverable.
+
+### The Dunning Stack
+
+```
+Pre-dunning → Smart retry → Dunning emails → Grace period → Hard cancel
+```
+
+### Pre-Dunning (Prevent Failures)
+
+- **Card expiry alerts**: Email 30, 15, and 7 days before card expires
+- **Backup payment method**: Prompt for a second payment method at signup
+- **Card updater services**: Visa/Mastercard auto-update programs (reduces hard declines 30-50%)
+- **Pre-billing notification**: Email 3-5 days before charge for annual plans
+
+### Smart Retry Logic
+
+Not all failures are the same. Retry strategy by decline type:
+
+| Decline Type | Examples | Retry Strategy |
+|-------------|----------|----------------|
+| Soft decline (temporary) | Insufficient funds, processor timeout | Retry 3-5 times over 7-10 days |
+| Hard decline (permanent) | Card stolen, account closed | Don't retry — ask for new card |
+| Authentication required | 3D Secure, SCA | Send customer to update payment |
+
+**Retry timing best practices:**
+- Retry 1: 24 hours after failure
+- Retry 2: 3 days after failure
+- Retry 3: 5 days after failure
+- Retry 4: 7 days after failure (with dunning email escalation)
+- After 4 retries: Hard cancel with reactivation path
+
+**Smart retry tip:** Retry on the day of the month the payment originally succeeded (if Day 1 worked before, retry on Day 1). Stripe Smart Retries handles this automatically.
+
+### Dunning Email Sequence
+
+| Email | Timing | Tone | Content |
+|-------|--------|------|---------|
+| 1 | Day 0 (failure) | Friendly alert | "Your payment didn't go through. Update your card." |
+| 2 | Day 3 | Helpful reminder | "Quick reminder — update your payment to keep access." |
+| 3 | Day 7 | Urgency | "Your account will be paused in 3 days. Update now." |
+| 4 | Day 10 | Final warning | "Last chance to keep your account active." |
+
+**Dunning email best practices:**
+- Direct link to payment update page (no login required if possible)
+- Show what they'll lose (their data, their team's access)
+- Don't blame ("your payment failed" not "you failed to pay")
+- Include support contact for help
+- Plain text performs better than designed emails for dunning
+
+### Recovery Benchmarks
+
+| Metric | Poor | Average | Good |
+|--------|------|---------|------|
+| Soft decline recovery | <40% | 50-60% | 70%+ |
+| Hard decline recovery | <10% | 20-30% | 40%+ |
+| Overall payment recovery | <30% | 40-50% | 60%+ |
+| Pre-dunning prevention | None | 10-15% | 20-30% |
+
+For the complete dunning playbook with provider-specific setup, see [references/dunning-playbook.md](references/dunning-playbook.md).
+
+---
+
+## Metrics & Measurement
+
+### Key Churn Metrics
+
+| Metric | Formula | Target |
+|--------|---------|--------|
+| Monthly churn rate | Churned customers / Start-of-month customers | <5% B2C, <2% B2B |
+| Revenue churn (net) | (Lost MRR - Expansion MRR) / Start MRR | Negative (net expansion) |
+| Cancel flow save rate | Saved / Total cancel sessions | 25-35% |
+| Offer acceptance rate | Accepted offers / Shown offers | 15-25% |
+| Pause reactivation rate | Reactivated / Total paused | 60-80% |
+| Dunning recovery rate | Recovered / Total failed payments | 50-60% |
+| Time to cancel | Days from first churn signal to cancel | Track trend |
+
+### Cohort Analysis
+
+Segment churn by:
+- **Acquisition channel** — Which channels bring stickier customers?
+- **Plan type** — Which plans churn most?
+- **Tenure** — When do most cancellations happen? (30, 60, 90 days?)
+- **Cancel reason** — Which reasons are growing?
+- **Save offer type** — Which offers work best for which segments?
+
+### Cancel Flow A/B Tests
+
+Test one variable at a time:
+
+| Test | Hypothesis | Metric |
+|------|-----------|--------|
+| Discount % (20% vs 30%) | Higher discount saves more | Save rate, LTV impact |
+| Pause duration (1 vs 3 months) | Longer pause increases return rate | Reactivation rate |
+| Survey placement (before vs after offer) | Survey-first personalizes offers | Save rate |
+| Offer presentation (modal vs full page) | Full page gets more attention | Save rate |
+| Copy tone (empathetic vs direct) | Empathetic reduces friction | Save rate |
+
+**How to run cancel flow experiments:** Use the **ab-test-setup** skill to design statistically rigorous tests. PostHog is a good fit for cancel flow experiments — its feature flags can split users into different flows server-side, and its funnel analytics track each step of the cancel flow (survey → offer → accept/decline → confirm). See the [PostHog integration guide](../../tools/integrations/posthog.md) for setup.
+
+---
+
+## Common Mistakes
+
+- **No cancel flow at all** — Instant cancel leaves money on the table. Even a simple survey + one offer saves 10-15%
+- **Making cancellation hard to find** — Hidden cancel buttons breed resentment and bad reviews. Many jurisdictions require easy cancellation (FTC Click-to-Cancel rule)
+- **Same offer for every reason** — A blanket discount doesn't address "missing feature" or "not using it"
+- **Discounts too deep** — 50%+ discounts train customers to cancel-and-return for deals
+- **Ignoring involuntary churn** — Often 30-50% of total churn and the easiest to fix
+- **No dunning emails** — Letting payment failures silently cancel accounts
+- **Guilt-trip copy** — "Are you sure you want to abandon us?" damages brand trust
+- **Not tracking save offer LTV** — A "saved" customer who churns 30 days later wasn't really saved
+- **Pausing too long** — Pauses beyond 3 months rarely reactivate. Set limits.
+- **No post-cancel path** — Always make reactivation easy and trigger win-back emails
+
+---
+
+## Tool Integrations
+
+For implementation, see the [tools registry](../../tools/REGISTRY.md).
+
+### Retention Platforms
+
+| Tool | Best For | Key Feature |
+|------|----------|-------------|
+| **Churnkey** | Full cancel flow + dunning | AI-powered adaptive offers, 34% avg save rate |
+| **ProsperStack** | Cancel flows with analytics | Advanced rules engine, Stripe/Chargebee integration |
+| **Raaft** | Simple cancel flow builder | Easy setup, good for early-stage |
+| **Chargebee Retention** | Chargebee customers | Native integration, was Brightback |
+
+### Billing Providers (Dunning)
+
+| Provider | Smart Retries | Dunning Emails | Card Updater |
+|----------|:------------:|:--------------:|:------------:|
+| **Stripe** | Built-in (Smart Retries) | Built-in | Automatic |
+| **Chargebee** | Built-in | Built-in | Via gateway |
+| **Paddle** | Built-in | Built-in | Managed |
+| **Recurly** | Built-in | Built-in | Built-in |
+| **Braintree** | Manual config | Manual | Via gateway |
+
+### Related CLI Tools
+
+| Tool | Use For |
+|------|---------|
+| `stripe` | Subscription management, dunning config, payment retries |
+| `customer-io` | Dunning email sequences, retention campaigns |
+| `posthog` | Cancel flow A/B tests via feature flags, funnel analytics |
+| `mixpanel` / `ga4` | Usage tracking, churn signal analysis |
+| `segment` | Event routing for health scoring |
+
+---
+
+## Related Skills
+
+- **email-sequence**: For win-back email sequences after cancellation
+- **paywall-upgrade-cro**: For in-app upgrade moments and trial expiration
+- **pricing-strategy**: For plan structure and annual discount strategy
+- **onboarding-cro**: For activation to prevent early churn
+- **analytics-tracking**: For setting up churn signal events
+- **ab-test-setup**: For testing cancel flow variations with statistical rigor

skills/churn-prevention/references/cancel-flow-patterns.md

@@ -0,0 +1,316 @@
+# Cancel Flow Patterns
+
+Detailed cancel flow patterns by business type, billing provider, and industry.
+
+---
+
+## Cancel Flow by Business Type
+
+### B2C / Self-Serve SaaS
+
+High volume, low touch. The flow must work without human intervention.
+
+**Flow structure:**
+```
+Cancel button → Exit survey (1 question) → Dynamic offer → Confirm → Post-cancel
+```
+
+**Characteristics:**
+- Fully automated, no human in the loop
+- Quick — 2-3 screens maximum
+- One offer + one fallback, not a menu of options
+- Mobile-optimized (significant cancellations on mobile)
+- Clear "continue cancelling" at every step
+
+**Typical save rate:** 20-30%
+
+**Example flow for a $29/mo productivity app:**
+1. "What's the main reason?" → 6 options
+2. Selected "Too expensive" → "Get 25% off for 3 months (save $21.75)"
+3. Declined → "Or switch to our Starter plan at $12/mo"
+4. Declined → "We're sorry to see you go. Your access continues until [date]."
+
+---
+
+### B2B / Team Plans
+
+Lower volume, higher stakes. Personal outreach is worth the cost.
+
+**Flow structure:**
+```
+Cancel button → Exit survey → Offer (or route to CS) → Confirm → Post-cancel
+```
+
+**Characteristics:**
+- Route accounts above MRR threshold to customer success
+- Show team impact ("Your 8 team members will lose access")
+- Offer admin-to-admin call for enterprise accounts
+- Longer consideration — allow "schedule a call" as a save option
+- Require admin/owner role to cancel (not any team member)
+
+**Typical save rate:** 30-45% (higher because of personal touch)
+
+**MRR-based routing:**
+
+| Account MRR | Cancel Flow |
+|-------------|-------------|
+| <$100/mo | Automated flow with offers |
+| $100-$500/mo | Automated + flag for CS follow-up |
+| $500-$2,000/mo | Route to CS before cancel completes |
+| $2,000+/mo | Block self-serve cancel, require CS call |
+
+---
+
+### Freemium / Free-to-Paid
+
+Users cancelling paid to return to free tier. Different psychology — they're not leaving, they're downgrading.
+
+**Flow structure:**
+```
+Cancel button → "Switch to Free?" prompt → Exit survey (if still cancelling) → Offer → Confirm
+```
+
+**Characteristics:**
+- Lead with the free tier as the first option (not a save offer)
+- Show what they keep on free vs. what they lose
+- The "save" is keeping them on free, not losing them entirely
+- Track free-tier users for future re-upgrade campaigns
+
+---
+
+## Cancel Flow by Billing Interval
+
+### Monthly Subscribers
+
+- More price-sensitive, shorter commitment
+- Discount offers work well (20-30% for 2-3 months)
+- Pause is effective (1-2 months)
+- Suggest annual plan at a discount as an alternative
+
+**Offer priority:**
+1. Discount (if reason = price)
+2. Pause (if reason = not using / temporary)
+3. Annual plan switch (if engaged but price-sensitive)
+
+### Annual Subscribers
+
+- Higher commitment, often cancelling for stronger reasons
+- Prorate refund expectations matter
+- Longer save window (they've already paid)
+- Personal outreach more justified (higher LTV at stake)
+
+**Offer priority:**
+1. Pause remainder of term (if temporary)
+2. Plan adjustment + credit for next renewal
+3. Personal outreach from CS
+4. Partial refund + downgrade (better than full refund + cancel)
+
+**Refund handling:**
+- Offer prorated refund if significant time remaining
+- "Pause until renewal" if less than 3 months left
+- Be generous — bad refund experiences create vocal detractors
+
+---
+
+## Save Offer Patterns
+
+### The Discount Ladder
+
+Don't lead with your biggest discount. Escalate:
+
+```
+Cancel click → 15% off → Still cancelling → 25% off → Still cancelling → Let them go
+```
+
+**Rules:**
+- Maximum 2 discount offers per cancel session
+- Never exceed 30% (higher trains cancel-for-discount behavior)
+- Time-limit discounts (2-3 months, then full price resumes)
+- Track discount accepters — if they cancel again at full price, don't re-offer
+
+### The Pause Playbook
+
+Pause is often better than a discount because it doesn't devalue your product.
+
+**Implementation:**
+
+| Setting | Recommendation |
+|---------|---------------|
+| Pause duration options | 1 month, 2 months, 3 months |
+| Default selection | 1 month (shortest) |
+| Maximum pause | 3 months (longer pauses rarely return) |
+| During pause | Keep data, remove access |
+| Reactivation | Auto-reactivate with 7-day advance email |
+| Repeat pauses | Allow 1 pause per 12-month period |
+
+**Pause reactivation sequence:**
+- Day -7: "Your pause ends in 7 days. We've been busy — here's what's new."
+- Day -1: "Welcome back tomorrow! Here's what's waiting for you."
+- Day 0: "You're back! Here's a quick tour of what's new."
+
+### The Downgrade Path
+
+For multi-plan products, downgrade is the strongest save:
+
+```
+┌─────────────────────────────────────────┐
+│  Before you go, what about right-sizing │
+│  your plan?                             │
+│                                         │
+│  Current: Pro ($49/mo)                  │
+│                                         │
+│  ┌─────────────────────────────────┐    │
+│  │ Switch to Starter ($19/mo)      │    │
+│  │                                 │    │
+│  │ ✓ Keep: Projects, integrations  │    │
+│  │ ✗ Lose: Advanced analytics,     │    │
+│  │         team features           │    │
+│  │                                 │    │
+│  │ [Switch to Starter]             │    │
+│  └─────────────────────────────────┘    │
+│                                         │
+│  [No thanks, continue cancelling]       │
+└─────────────────────────────────────────┘
+```
+
+**Downgrade best practices:**
+- Show exactly what they keep and what they lose
+- Use checkmarks and X marks for scanability
+- Preserve their data even on the lower plan
+- If they downgrade, don't show upgrade prompts for at least 30 days
+
+### The Competitor Switch Handler
+
+When the cancel reason is "switching to competitor":
+
+1. **Ask which competitor** (optional, don't force it)
+2. **Show a comparison** if you have one (see competitor-alternatives skill)
+3. **Offer a migration credit** ("We'll match their price for 3 months")
+4. **Request a feedback call** ("15 minutes to understand what we're missing")
+
+This data is gold for product and marketing teams.
+
+---
+
+## Post-Cancel Experience
+
+What happens after cancel matters for:
+- Win-back potential
+- Word of mouth
+- Review sentiment
+
+### Confirmation Page
+
+```
+Your subscription has been cancelled.
+
+What happens next:
+• Your access continues until [billing period end date]
+• Your data will be preserved for 90 days
+• You can reactivate anytime from your account settings
+
+[Reactivate My Account]
+
+We'd love to have you back. We'll keep improving based on feedback
+from customers like you.
+```
+
+### Post-Cancel Sequence
+
+| Timing | Action |
+|--------|--------|
+| Immediately | Confirmation email with access end date |
+| Day 1 | (Nothing — don't be desperate) |
+| Day 7 | NPS/satisfaction survey about overall experience |
+| Day 30 | "What's new" email with recent improvements |
+| Day 60 | Address their specific cancel reason if resolved |
+| Day 90 | Final win-back with special offer |
+
+**For detailed win-back email sequences**: See the email-sequence skill.
+
+---
+
+## Segmentation Rules
+
+The most effective cancel flows use segmentation to show different offers to different customers.
+
+### Segmentation Dimensions
+
+| Dimension | Why It Matters |
+|-----------|---------------|
+| Plan / MRR | Higher-value customers get personal outreach |
+| Tenure | Long-term customers get more generous offers |
+| Usage level | High-usage customers get different messaging than dormant ones |
+| Billing interval | Monthly vs. annual need different approaches |
+| Previous saves | Don't re-offer the same discount to a repeat canceller |
+| Cancel reason | Drives which offer to show (core mapping) |
+
+### Segment-Specific Flows
+
+**New customer (< 30 days):**
+- They haven't activated. The save is onboarding, not discounts.
+- Offer: Free onboarding call, setup help, extended trial
+- Ask: "What were you hoping to accomplish?" (learn what's missing)
+
+**Engaged customer cancelling on price:**
+- They love the product but can't justify the cost.
+- Offer: Discount, annual plan switch, downgrade
+- High save potential
+
+**Dormant customer (no login 30+ days):**
+- They forgot about you. A discount won't bring them back.
+- Offer: Pause subscription, "what changed?" conversation
+- Low save potential — focus on learning why
+
+**Power user switching to competitor:**
+- They're actively choosing something else.
+- Offer: Competitive match, feedback call, roadmap preview
+- Medium save potential — depends on reason
+
+---
+
+## Implementation Checklist
+
+### Phase 1: Foundation (Week 1)
+- [ ] Add cancel flow (survey + 1 offer + confirmation)
+- [ ] Set up exit survey with 5-7 reason categories
+- [ ] Map one offer per reason (simple 1:1 mapping)
+- [ ] Track cancel reasons and save rate in analytics
+- [ ] Enable pre-dunning card expiry emails
+
+### Phase 2: Optimization (Weeks 2-4)
+- [ ] Add fallback offers (primary + secondary per reason)
+- [ ] Implement pause subscription option
+- [ ] Set up dunning email sequence (4 emails over 10 days)
+- [ ] Enable smart retries (Stripe Smart Retries or equivalent)
+- [ ] Add MRR-based routing for high-value accounts
+
+### Phase 3: Advanced (Month 2+)
+- [ ] Build health score from usage signals
+- [ ] Set up proactive intervention triggers
+- [ ] A/B test discount amounts and offer types
+- [ ] Segment flows by plan, tenure, and usage
+- [ ] Post-cancel win-back sequence (coordinate with email-sequence skill)
+- [ ] Cohort analysis: churn by channel, plan, tenure
+
+---
+
+## Compliance Notes
+
+### FTC Click-to-Cancel Rule (US)
+- Cancellation must be as easy as signup
+- Cannot require a phone call to cancel if signup was online
+- Cannot add excessive steps to discourage cancellation
+- Save offers are allowed but "continue cancelling" must be clear
+
+### GDPR / Data Retention (EU)
+- Inform users about data retention period post-cancel
+- Offer data export before account deletion
+- Honor deletion requests within 30 days
+- Don't use post-cancel data for marketing without consent
+
+### General Best Practices
+- Always show a clear path to complete cancellation
+- Never hide the cancel button (dark pattern)
+- Process cancellation even if save flow has errors
+- Confirm cancellation with email receipt

skills/churn-prevention/references/dunning-playbook.md

@@ -0,0 +1,408 @@
+# Dunning Playbook
+
+Complete guide to recovering failed payments and reducing involuntary churn.
+
+---
+
+## Why Dunning Matters
+
+- Failed payments cause 30-50% of all subscription churn
+- Most failed payments are recoverable with the right strategy
+- Subscription businesses lose an estimated $129 billion annually to involuntary churn
+- Effective dunning recovers 50-60% of failed payments
+
+---
+
+## The Dunning Timeline
+
+```
+Day -30 to -7: Pre-dunning (prevent failures)
+Day 0:         Payment fails → Smart retry #1 + Email #1
+Day 1-3:       Smart retry #2 + Email #2
+Day 3-5:       Smart retry #3
+Day 5-7:       Smart retry #4 + Email #3
+Day 7-10:      Final retry + Email #4 (final warning)
+Day 10-14:     Grace period ends → Account paused/cancelled
+Day 14+:       Win-back sequence begins
+```
+
+---
+
+## Pre-Dunning: Prevent Failures Before They Happen
+
+### Card Expiry Management
+
+| Timing | Action |
+|--------|--------|
+| 30 days before expiry | Email: "Your card ending in 4242 expires next month" |
+| 15 days before expiry | Email: "Update your payment method to avoid interruption" |
+| 7 days before expiry | Email: "Your card expires in 7 days — update now" |
+| 3 days before expiry | In-app banner: "Payment method expiring soon" |
+
+**Email template — Card expiring:**
+```
+Subject: Your card ending in 4242 expires soon
+
+Hi [Name],
+
+The card on file for your [Product] subscription expires on [date].
+
+Update your payment method now to avoid any interruption:
+
+[Update Payment Method →]
+
+This takes less than 30 seconds.
+
+— [Product] Team
+```
+
+### Card Updater Services
+
+Major card networks offer automatic card update programs:
+
+| Service | Network | What It Does |
+|---------|---------|--------------|
+| Visa Account Updater (VAU) | Visa | Auto-updates stored card numbers and expiry dates |
+| Mastercard Automatic Billing Updater (ABU) | Mastercard | Same for Mastercard |
+| Amex Cardrefresher | American Express | Same for Amex |
+
+**Impact:** Reduces hard declines from expired/replaced cards by 30-50%.
+
+**How to enable:**
+- **Stripe**: Automatic — enabled by default
+- **Chargebee**: Enabled through gateway settings
+- **Recurly**: Built-in, enabled by default
+- **Braintree**: Contact processor to enable
+
+### Backup Payment Methods
+
+Prompt for a second payment method:
+- During signup: "Add a backup payment method" (low conversion)
+- After first successful payment: "Protect your account with a backup card" (better timing)
+- After a failed payment is recovered: "Add a backup to prevent future interruptions" (best timing — they felt the pain)
+
+### Pre-Billing Notifications
+
+For annual plans or high-value subscriptions:
+- Email 7 days before renewal with amount and date
+- Include link to update payment method
+- Show what's included in the renewal
+- Required by some regulations for auto-renewals
+
+---
+
+## Smart Retry Strategy
+
+### Decline Type Classification
+
+| Code | Type | Meaning | Retry? |
+|------|------|---------|--------|
+| `insufficient_funds` | Soft | Temporarily low balance | Yes — retry in 2-3 days |
+| `card_declined` (generic) | Soft | Various temporary reasons | Yes — retry 3-4 times |
+| `processing_error` | Soft | Gateway/network issue | Yes — retry within 24h |
+| `expired_card` | Hard | Card is expired | No — request new card |
+| `stolen_card` | Hard | Card reported stolen | No — request new card |
+| `do_not_honor` | Soft/Hard | Bank refused (ambiguous) | Try once more, then ask for new card |
+| `authentication_required` | Auth | SCA/3DS needed | Send customer to authenticate |
+
+### Retry Schedule by Provider
+
+**Stripe (Smart Retries — recommended):**
+- Enable "Smart Retries" in Stripe Dashboard → Billing → Settings
+- Stripe's ML model picks optimal retry timing based on billions of transactions
+- Typically 4-8 retry attempts over 3-4 weeks
+- Recovers ~15% more than fixed-schedule retries
+
+**Manual retry schedule (if no smart retries):**
+
+| Retry | Timing | Best Day/Time |
+|-------|--------|--------------|
+| 1 | Day 1 (24h after failure) | Morning, same day of week as original |
+| 2 | Day 3 | Try a different time of day |
+| 3 | Day 5 | After typical payday (1st, 15th) |
+| 4 | Day 7 | Morning of the next business day |
+| 5 (final) | Day 10 | Last attempt before grace period ends |
+
+**Retry timing insights:**
+- Retry on the same day of month the original payment succeeded
+- Retry after common paydays (1st and 15th of the month)
+- Avoid retrying on weekends (lower approval rates)
+- Morning retries (8-10am local time) perform slightly better
+
+---
+
+## Dunning Email Sequence
+
+### Email 1: Payment Failed (Day 0)
+
+**Tone:** Friendly, matter-of-fact. No alarm.
+
+```
+Subject: Action needed — your payment didn't go through
+
+Hi [Name],
+
+We tried to charge your [card type] ending in [last 4] for your
+[Product] subscription ($[amount]), but it didn't go through.
+
+This happens sometimes — usually a quick card update fixes it.
+
+[Update Payment Method →]
+
+Your access isn't affected yet. We'll retry automatically, but
+updating your card is the fastest fix.
+
+Need help? Just reply to this email.
+
+— [Product] Team
+```
+
+### Email 2: Reminder (Day 3)
+
+**Tone:** Helpful, slightly more urgent.
+
+```
+Subject: Quick reminder — update your payment for [Product]
+
+Hi [Name],
+
+Just a heads-up — we still haven't been able to process your
+$[amount] payment for [Product].
+
+[Update Payment Method →]
+
+Takes less than 30 seconds. Your [data/projects/team access]
+is safe, but we'll need a valid payment method to keep your
+account active.
+
+Questions? Reply here and we'll help.
+
+— [Product] Team
+```
+
+### Email 3: Urgency (Day 7)
+
+**Tone:** Direct, clear consequences.
+
+```
+Subject: Your [Product] account will be paused in 3 days
+
+Hi [Name],
+
+We've tried to process your payment several times, but your
+[card type] ending in [last 4] keeps getting declined.
+
+If we don't receive payment by [date], your account will be
+paused and you'll lose access to:
+
+• [Key feature/data they use]
+• [Their projects/workspace]
+• [Team access for X members]
+
+[Update Payment Method Now →]
+
+Your data won't be deleted — you can reactivate anytime by
+updating your payment method.
+
+— [Product] Team
+```
+
+### Email 4: Final Warning (Day 10)
+
+**Tone:** Final, clear, no guilt.
+
+```
+Subject: Last chance to keep your [Product] account active
+
+Hi [Name],
+
+This is our last reminder. Your payment of $[amount] is past
+due, and your account will be paused tomorrow ([date]).
+
+[Update Payment Method →]
+
+After pausing:
+• Your data is saved for [90 days]
+• You can reactivate anytime
+• Just update your card to restore access
+
+If you intended to cancel, no action needed — your account
+will be paused automatically.
+
+— [Product] Team
+```
+
+---
+
+## Grace Period Management
+
+### What Happens During Grace Period
+
+| Setting | Recommendation |
+|---------|---------------|
+| Duration | 7-14 days after final retry |
+| Access | Degraded (read-only) or full access |
+| Visibility | In-app banner: "Payment past due — update to continue" |
+| Retry | Continue background retries during grace |
+| Communication | Dunning emails continue |
+
+### Access Degradation Options
+
+**Option A: Full access during grace (recommended for B2B)**
+- Lower friction, customer feels respected
+- Higher recovery rate (they still see value)
+- Risk: some customers exploit the grace period
+
+**Option B: Read-only access (recommended for B2C)**
+- Can view but not create/edit
+- Creates urgency without data loss fear
+- Clear message: "Update payment to resume full access"
+
+**Option C: Immediate lockout (not recommended)**
+- Aggressive, damages relationship
+- Lower recovery rate
+- Only appropriate for very low-cost plans
+
+### Post-Grace Period
+
+| Timing | Action |
+|--------|--------|
+| Grace period ends | Pause account (not delete) |
+| Day 1 post-pause | "Your account has been paused" email |
+| Day 7 post-pause | "Your data is still here" reminder |
+| Day 30 post-pause | Win-back attempt with new offer |
+| Day 60 post-pause | Final win-back |
+| Day 90 post-pause | Data deletion warning (if applicable) |
+
+---
+
+## Provider-Specific Setup
+
+### Stripe
+
+**Enable Smart Retries:**
+1. Dashboard → Settings → Billing → Subscriptions and emails
+2. Enable "Smart Retries" under retry rules
+3. Set failed payment emails in Dashboard → Settings → Emails
+
+**Custom retry rules (if not using Smart Retries):**
+```
+Retry 1: 3 days after failure
+Retry 2: 5 days after failure
+Retry 3: 7 days after failure
+Final:   Mark subscription as unpaid after last retry
+```
+
+**Webhook events to handle:**
+- `invoice.payment_failed` — trigger dunning
+- `invoice.paid` — cancel dunning, restore access
+- `customer.subscription.updated` — status changes
+- `customer.subscription.deleted` — final cancellation
+
+### Chargebee
+
+**Built-in dunning:**
+1. Settings → Configure Chargebee → Retry Settings
+2. Configure retry attempts and intervals
+3. Settings → Configure Chargebee → Email Notifications → Dunning
+
+**Dunning options:**
+- Automatic retries with configurable schedule
+- Built-in dunning emails (customizable templates)
+- Grace period configuration per plan
+
+### Paddle
+
+**Managed dunning:**
+- Paddle handles retries and dunning automatically
+- Limited customization (Paddle manages the relationship)
+- Webhook: `subscription.payment_failed`, `subscription.cancelled`
+- Best for hands-off approach
+
+### Recurly
+
+**Revenue Recovery:**
+1. Configuration → Dunning Management
+2. Set retry schedule per plan
+3. Configure grace period and final action (pause vs cancel)
+
+**Advanced features:**
+- Machine-learning retry optimization
+- Per-plan dunning schedules
+- Built-in Account Updater
+
+---
+
+## In-App Dunning
+
+Don't rely on email alone. Show payment failures in the app:
+
+### Banner Pattern
+```
+┌──────────────────────────────────────────────────────┐
+│ ⚠ Your payment of $29 failed. Update your card to    │
+│ avoid losing access. [Update Payment →]  [Dismiss]   │
+└──────────────────────────────────────────────────────┘
+```
+
+**Rules:**
+- Show on every page load during dunning period
+- Allow dismiss (but show again next session)
+- Direct link to payment update (fewest clicks possible)
+- Don't block the product — let them continue using it
+
+### Modal Pattern (for final warning)
+```
+┌─────────────────────────────────────┐
+│                                     │
+│  Your account will be paused        │
+│  on [date]                          │
+│                                     │
+│  Update your payment method to      │
+│  keep access to your [X] projects   │
+│  and [Y] team members.              │
+│                                     │
+│  [Update Payment Method]            │
+│  [Remind Me Later]                  │
+│                                     │
+└─────────────────────────────────────┘
+```
+
+---
+
+## Measuring Dunning Performance
+
+### Key Metrics
+
+| Metric | How to Calculate | Target |
+|--------|-----------------|--------|
+| Recovery rate | Recovered payments / Total failed | 50-60% |
+| Recovery rate by decline type | Recovered / Failed per type | Soft: 70%+, Hard: 40%+ |
+| Time to recovery | Days from failure to successful payment | <5 days |
+| Pre-dunning prevention rate | Prevented failures / Expected failures | 20-30% |
+| Dunning email open rate | Opens / Sent per email | 60%+ |
+| Dunning email click rate | Clicks / Opens per email | 30%+ |
+| Revenue recovered (monthly) | Sum of recovered payment amounts | Track trend |
+| Revenue lost to involuntary churn | Sum of failed + unrecovered amounts | Track trend |
+
+### Benchmarking
+
+**By company stage:**
+
+| Stage | Typical Involuntary Churn | Target After Optimization |
+|-------|--------------------------|--------------------------|
+| Early (< $1M ARR) | 3-5% of MRR/month | 1-2% |
+| Growth ($1-10M ARR) | 2-4% of MRR/month | 0.5-1.5% |
+| Scale ($10M+ ARR) | 1-3% of MRR/month | 0.3-0.8% |
+
+### ROI Calculation
+
+```
+Monthly failed payment MRR:        $10,000
+Current recovery rate:              30% ($3,000 recovered)
+Target recovery rate:               60% ($6,000 recovered)
+Monthly improvement:                $3,000/month
+Annual improvement:                 $36,000/year
+Cost of dunning optimization:       ~$200-500/month (tooling)
+ROI:                                6-15x
+```

skills/cold-email/SKILL.md

@@ -0,0 +1,158 @@
+---
+name: cold-email
+description: Write B2B cold emails and follow-up sequences that get replies. Use when the user wants to write cold outreach emails, prospecting emails, cold email campaigns, sales development emails, or SDR emails. Also use when the user mentions "cold outreach," "prospecting email," "outbound email," "email to leads," "reach out to prospects," "sales email," "follow-up email sequence," "nobody's replying to my emails," or "how do I write a cold email." Covers subject lines, opening lines, body copy, CTAs, personalization, and multi-touch follow-up sequences. For warm/lifecycle email sequences, see email-sequence. For sales collateral beyond emails, see sales-enablement.
+metadata:
+  version: 1.1.0
+---
+
+# Cold Email Writing
+
+You are an expert cold email writer. Your goal is to write emails that sound like they came from a sharp, thoughtful human — not a sales machine following a template.
+
+## Before Writing
+
+**Check for product marketing context first:**
+If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
+Understand the situation (ask if not provided):
+
+1. **Who are you writing to?** — Role, company, why them specifically
+2. **What do you want?** — The outcome (meeting, reply, intro, demo)
+3. **What's the value?** — The specific problem you solve for people like them
+4. **What's your proof?** — A result, case study, or credibility signal
+5. **Any research signals?** — Funding, hiring, LinkedIn posts, company news, tech stack changes
+
+Work with whatever the user gives you. If they have a strong signal and a clear value prop, that's enough to write. Don't block on missing inputs — use what you have and note what would make it stronger.
+
+---
+
+## Writing Principles
+
+### Write like a peer, not a vendor
+
+The email should read like it came from someone who understands their world — not someone trying to sell them something. Use contractions. Read it aloud. If it sounds like marketing copy, rewrite it.
+
+### Every sentence must earn its place
+
+Cold email is ruthlessly short. If a sentence doesn't move the reader toward replying, cut it. The best cold emails feel like they could have been shorter, not longer.
+
+### Personalization must connect to the problem
+
+If you remove the personalized opening and the email still makes sense, the personalization isn't working. The observation should naturally lead into why you're reaching out.
+
+See [personalization.md](references/personalization.md) for the 4-level system and research signals.
+
+### Lead with their world, not yours
+
+The reader should see their own situation reflected back. "You/your" should dominate over "I/we." Don't open with who you are or what your company does.
+
+### One ask, low friction
+
+Interest-based CTAs ("Worth exploring?" / "Would this be useful?") beat meeting requests. One CTA per email. Make it easy to say yes with a one-line reply.
+
+---
+
+## Voice & Tone
+
+**The target voice:** A smart colleague who noticed something relevant and is sharing it. Conversational but not sloppy. Confident but not pushy.
+
+**Calibrate to the audience:**
+
+- C-suite: ultra-brief, peer-level, understated
+- Mid-level: more specific value, slightly more detail
+- Technical: precise, no fluff, respect their intelligence
+
+**What it should NOT sound like:**
+
+- A template with fields swapped in
+- A pitch deck compressed into paragraph form
+- A LinkedIn DM from someone you've never met
+- An AI-generated email (avoid the telltale patterns: "I hope this email finds you well," "I came across your profile," "leverage," "synergy," "best-in-class")
+
+---
+
+## Structure
+
+There's no single right structure. Choose a framework that fits the situation, or write freeform if the email flows naturally without one.
+
+**Common shapes that work:**
+
+- **Observation → Problem → Proof → Ask** — You noticed X, which usually means Y challenge. We helped Z with that. Interested?
+- **Question → Value → Ask** — Struggling with X? We do Y. Company Z saw [result]. Worth a look?
+- **Trigger → Insight → Ask** — Congrats on X. That usually creates Y challenge. We've helped similar companies with that. Curious?
+- **Story → Bridge → Ask** — [Similar company] had [problem]. They [solved it this way]. Relevant to you?
+
+For the full catalog of frameworks with examples, see [frameworks.md](references/frameworks.md).
+
+---
+
+## Subject Lines
+
+Short, boring, internal-looking. The subject line's only job is to get the email opened — not to sell.
+
+- 2-4 words, lowercase, no punctuation tricks
+- Should look like it came from a colleague ("reply rates," "hiring ops," "Q2 forecast")
+- No product pitches, no urgency, no emojis, no prospect's first name
+
+See [subject-lines.md](references/subject-lines.md) for the full data.
+
+---
+
+## Follow-Up Sequences
+
+Each follow-up must add something new — a different angle, fresh proof, a useful resource. Never "just checking in."
+
+- 3-5 total emails, increasing gaps between them
+- Each email should stand alone (they may not have read the previous ones)
+- The breakup email is your last touch — honor it
+
+See [follow-up-sequences.md](references/follow-up-sequences.md) for cadence, angle rotation, and breakup email templates.
+
+---
+
+## Quality Check
+
+Before presenting, gut-check:
+
+- Does it sound like a human wrote it? (Read it aloud)
+- Would YOU reply to this if you received it?
+- Does every sentence serve the reader, not the sender?
+- Is the personalization connected to the problem?
+- Is there one clear, low-friction ask?
+
+---
+
+## What to Avoid
+
+- Opening with "I hope this email finds you well" or "My name is X and I work at Y"
+- Jargon: "synergy," "leverage," "circle back," "best-in-class," "leading provider"
+- Feature dumps — one proof point beats ten features
+- HTML, images, or multiple links
+- Fake "Re:" or "Fwd:" subject lines
+- Identical templates with only {{FirstName}} swapped
+- Asking for 30-minute calls in first touch
+- "Just checking in" follow-ups
+
+---
+
+## Data & Benchmarks
+
+The references contain performance data if you need to make informed choices:
+
+- [benchmarks.md](references/benchmarks.md) — Reply rates, conversion funnels, expert methods, common mistakes
+- [personalization.md](references/personalization.md) — 4-level personalization system, research signals
+- [subject-lines.md](references/subject-lines.md) — Subject line data and optimization
+- [follow-up-sequences.md](references/follow-up-sequences.md) — Cadence, angles, breakup emails
+- [frameworks.md](references/frameworks.md) — All copywriting frameworks with examples
+
+Use this data to inform your writing — not as a checklist to satisfy.
+
+---
+
+## Related Skills
+
+- **copywriting**: For landing pages and web copy
+- **email-sequence**: For lifecycle/nurture email sequences (not cold outreach)
+- **social-content**: For LinkedIn and social posts
+- **product-marketing-context**: For establishing foundational positioning
+- **revops**: For lead scoring, routing, and pipeline management

skills/cold-email/references/benchmarks.md

@@ -0,0 +1,83 @@
+# Benchmarks, Data & Expert Methods
+
+## Core Performance Metrics (2024–2025)
+
+| Metric                     | Average | Good   | Excellent | Source                   |
+| -------------------------- | ------- | ------ | --------- | ------------------------ |
+| Open rate                  | 27.7%   | 40–45% | 50%+      | Belkins, Snov.io         |
+| Reply rate                 | 4–5.8%  | 5–10%  | 10–15%    | Belkins, Reachoutly      |
+| Reply rate (best-in-class) | —       | —      | 15–25%+   | Digital Bloom, Instantly |
+| Positive reply %           | ~48%    | 55–60% | 62–65%    | Digital Bloom            |
+| Meeting booking rate       | 0.5–1%  | 1–2%   | 2.3%+     | Reachoutly               |
+| Bounce rate                | 7.5%    | <4%    | <2%       | Belkins                  |
+
+## Realistic Funnel Model
+
+500 emails → 100 opens (20%) → 25 replies (5%) → 8 positive replies (30%) → 4 meetings (50%) → 1 client (25% close). ~**0.2% end-to-end conversion** for average performers.
+
+## Performance Levers (ranked by impact)
+
+1. **Hook type** — Timeline hooks outperform problem hooks by 3.4x in meetings
+2. **Personalization depth** — Up to 250% more replies
+3. **Brevity** — 25–75 words optimal, 83% more replies under 75 words
+4. **Targeting precision** — ≤50 contacts per campaign = 2.76x higher reply rates
+5. **Follow-up strategy** — First follow-up adds 49% more replies
+6. **Reading level** — 3rd–5th grade = 67% more replies
+7. **Send timing** — Thursday peaks at 6.87% reply rate
+
+## Declining Effectiveness Trend
+
+Reply rates dropped from 7–8% (2020–2022) to 4–5.8% (2024–2025), ~15% YoY decline. Drivers: inbox saturation (10+ cold emails/week, 20% say none relevant), stricter anti-spam (Google's threshold: 0.1% complaints), AI email flood (more volume, less quality signal). Writing craft matters more, not less — gap between average and excellent is widening.
+
+## Response Rates by Seniority
+
+- **Entry-level:** Highest engagement at 8% reply, 50% open
+- **C-level:** 23% more likely to respond than non-C-suite when they engage (6.4% vs 5.2%)
+- **CTOs/VP Tech:** 7.68% reply
+- **CEOs/Founders:** 7.63% reply
+- **Heads of Sales:** 6.60% (most targeted role, highest saturation)
+
+## Industry Variation
+
+**Highest responding:** Nonprofits (16.5%+), legal (10%), EdTech (7.8%), chemical (7.3%), manufacturing (6.1%).
+**Lowest responding:** SaaS (3.5%), financial services (3.4%), IT services (3.5%).
+
+## Top 15 Mistakes (ranked by impact)
+
+1. **Too long** — 70% of emails above 10th-grade level. Under 75 words = 83% more replies
+2. **Too self-focused** — "We are a leading..." signals sales pitch. Count I/We sentences
+3. **No clear value prop** — 71% of decision-makers ignore irrelevant emails
+4. **Generic templates** — {{FirstName}} isn't personalization. Recipients detect instantly
+5. **Feature dumping** — "Great reps lead with problems" (Lavender). One proof point beats ten features
+6. **False personalization** — "Loved your post!" without specifics is transparent
+7. **Asking too much too soon** — 30-min call in first email = "proposing on first date"
+8. **Pushy language** — "Act Now" stacking increases spam flagging by 67%
+9. **No CTA** — Without a clear next step, momentum dies
+10. **"Just checking in" follow-ups** — "I never heard back" = 12% drop in bookings
+11. **Wrong tone for audience** — Founder ≠ RevOps lead ≠ sales leader
+12. **Jargon/buzzwords** — "Leverage synergistic platform" → "We help you book more meetings"
+13. **Unsubstantiated claims** — "300% more leads" without proof triggers skepticism
+14. **Too many contacts per company** — 1–2 people = 7.8% reply; 10+ = 3.8%
+15. **Fake urgency** — Fake "Re:" / "Fwd:" / countdown timers destroy trust
+
+## Cultural Calibration
+
+| Factor       | US              | UK                       | Germany/DACH         | Scandinavia             |
+| ------------ | --------------- | ------------------------ | -------------------- | ----------------------- |
+| Tone         | Direct, casual  | Polite, professional     | Precise, data-driven | Fact-based, egalitarian |
+| Length       | Shorter, blunt  | Longer, insight-led      | Detail-oriented      | Concise but substantive |
+| Social proof | Outcome numbers | Research-led credibility | Technical precision  | Shared values           |
+
+North America: 4.1% response. Europe: 3.1%. Asia-Pacific: 2.8%. Shorter, more direct sequences work better in US. UK needs more insight/personality. GDPR affects European tone.
+
+## Expert Quick Reference
+
+| Expert         | Core Method                                                     | Best For                                        |
+| -------------- | --------------------------------------------------------------- | ----------------------------------------------- |
+| Alex Berman    | 3C's: Compliment → Case Study → CTA                             | High-ticket B2B services, agencies              |
+| Josh Braun     | "Poke the Bear" — neutral questions exposing invisible problems | Empathy-driven consultative selling             |
+| Kyle Coleman   | Systematic research + AI personalization at scale               | Bridging mass outreach and deep personalization |
+| Becc Holland   | Psychographic personalization, Premise Buckets                  | Combining personalization with relevance        |
+| Will Allred    | Data-driven coaching, Mouse Trap, Vanilla Ice Cream             | Any context; universal frameworks               |
+| Justin Michael | 1–3 sentence hyper-brevity, quote their own words               | High-velocity SDR teams at scale                |
+| Sam Nelson     | Agoge Sequence — Triple on Day 1 (email + LinkedIn + call)      | Multi-channel, tiered personalization           |

skills/cold-email/references/follow-up-sequences.md

@@ -0,0 +1,81 @@
+# Follow-Up Sequences
+
+55% of replies come from follow-ups, not the initial email. Yet 48% of salespeople never follow up even once.
+
+## How Many: 3–5 Total Emails
+
+- Highest single-email reply rate: **8.4%** (Belkins).
+- 4–7 email campaigns achieve **27% reply rates** vs 9% for 1–3 emails (Woodpecker, 20M emails).
+- By 4th follow-up, response rates drop **55%** and spam complaints **triple**.
+- Resolution: longer sequences catch different timing windows. Cap at 4 follow-ups (5 total emails). Each must add genuinely new value.
+
+## Optimal Cadence
+
+Increase the gap between each touch:
+
+| Touch         | Day   | Notes                                          |
+| ------------- | ----- | ---------------------------------------------- |
+| Initial email | 0     | Maximum personalization investment             |
+| Follow-up 1   | 3     | Waiting 3 days increases response by up to 31% |
+| Follow-up 2   | 7–8   | Different angle                                |
+| Follow-up 3   | 14    | New value piece                                |
+| Follow-up 4   | 21–28 | Breakup email                                  |
+
+**Best days:** Tuesday–Thursday (Thursday peaks at 6.87% reply rate).
+**Best times:** 9–11 AM or 1–3 PM in prospect's local time.
+**Avoid:** Monday mornings (inbox overload), Friday afternoons (checked out).
+
+## Angle Rotation
+
+Each follow-up must stand alone while building toward the goal. Never just "bump this up."
+
+| Email       | Angle                                                      | Purpose                    |
+| ----------- | ---------------------------------------------------------- | -------------------------- |
+| Initial     | Personalized hook + core value prop + soft CTA             | Introduce problem/solution |
+| Follow-up 1 | Different angle, new value piece (stat, insight, resource) | Show additional benefit    |
+| Follow-up 2 | Social proof / case study from similar company             | Build credibility          |
+| Follow-up 3 | New insight, industry trend, or relevant resource          | Demonstrate expertise      |
+| Follow-up 4 | Breakup — acknowledge silence, leave door open             | Trigger loss aversion      |
+
+Add only **one new value proposition per email** (SalesBread). This naturally forces different angles.
+
+## The Breakup Email
+
+Leverages loss aversion — removing pressure while creating scarcity through withdrawal. Close.com reports **10–15% response rates** from breakup emails with cold prospects.
+
+**Structure:**
+
+1. Acknowledge you've reached out multiple times
+2. Validate their potential lack of interest
+3. State this is your final email for now
+4. Leave the door open
+
+**Example:**
+
+> I haven't heard back, so I'll assume now isn't the right time. Before I close the loop: [1-sentence insight or resource]. If that changes things, feel free to reply. Otherwise, no hard feelings — good luck with [their goal].
+
+**1-2-3 Format** (reduces friction to near zero):
+
+> Since I haven't heard back, I'll keep it simple. Reply with a number:
+>
+> 1 — Interested, let's talk
+> 2 — Not now, check back in 3 months
+> 3 — Not interested, please stop
+
+**Critical rule:** If you send a breakup email, honor it. Do not contact the prospect again.
+
+## Phrases That Kill Response Rates
+
+- "I never heard back" → **12% drop** in meeting booking rate (Gong)
+- "Just checking in" → Zero value, signals laziness
+- "Bumping this to the top of your inbox" → Presumptuous
+- "Did you see my last email?" → Guilt-tripping
+- "Following up on my previous message" → Generic, adds nothing
+
+## CTA Adjustment by Seniority
+
+**Executives/founders:** Ultra-low-effort, curiosity-driven. "Curious?" or "Worth 2 min?"
+
+**Mid-level managers:** More specific value. "Want me to walk through how [Company] saved 15 hours/week?"
+
+Higher in the org chart = less friction you can ask for.

skills/cold-email/references/frameworks.md

@@ -0,0 +1,90 @@
+# Cold Email Copywriting Frameworks
+
+Frameworks beat templates — they teach thinking patterns, not copy-paste shortcuts.
+
+## PAS — Problem, Agitate, Solution (default)
+
+**Structure:** Identify pain → Amplify consequences → Present solution + soft CTA.
+**Best for:** Problem-aware but not solution-aware prospects. The workhorse framework.
+
+> Most VP Sales at companies your size spend 5+ hours/week on manual CRM reporting. That's 250+ hours/year not spent coaching reps — and often means inaccurate forecasts reaching leadership. We built a tool that auto-generates CRM reports in real time. Teams like Datadog reduced reporting time by 80%. Would it make sense to see how?
+
+## BAB — Before, After, Bridge
+
+**Structure:** Current painful situation → Ideal future → Your product as the bridge.
+**Best for:** Transformation-driven offers with clear before/after. Emotional decision-makers.
+
+> Right now, your team is likely spending hours manually sourcing leads — feast or famine each quarter. Imagine qualified leads arriving daily on autopilot, reps spending 100% of their time selling. That's what our platform does. Companies like HubSpot saw a 40% pipeline increase within 90 days. Can I show you how?
+
+## QVC — Question, Value, CTA
+
+**Structure:** Targeted pain question → Brief value → Direct next step.
+**Best for:** C-suite prospects who prefer brevity. Qualify interest immediately.
+
+> Are your SDRs spending more time researching than selling? We help sales teams automate prospect research so reps focus on conversations. Clients see 3x more meetings per rep per week. Worth a 10-minute demo?
+
+## AIDA — Attention, Interest, Desire, Action
+
+**Structure:** Hook/stat → Address specific challenge → Social proof/outcome → Clear CTA.
+**Best for:** Data-driven prospects, high-ticket pitches with strong stats.
+
+> Companies in pharma lose 30% of leads due to manual outreach. Given {{Company}}'s growth this quarter, pipeline velocity is likely top of mind. Customers like Pfizer use our platform to automate lead qualification — cutting time-to-contact by 60%. Worth a 15-minute call?
+
+## PPP — Praise, Picture, Push
+
+**Structure:** Genuine compliment → How things could be better → Gentle push to action.
+**Best for:** Senior prospects who respond to relationship-building. Requires genuine trigger.
+
+> Your keynote on scaling SDR teams was spot-on — especially on ramp time as the hidden cost. What if you could cut that in half? Our in-inbox coach helps new reps write effective emails from day one with real-time scoring. Open to a quick chat about how this could support your growth?
+
+## Star-Story-Solution
+
+**Structure:** Introduce character (customer) → Tell challenge narrative → Reveal results.
+**Best for:** Strong customer success stories. Humanizes the pitch.
+
+> Last year, Sarah — VP Sales at a Series B startup — had 5 SDRs competing against a rival with 20. Her team was getting crushed on volume. They adopted our AI prospecting tool and sent hyper-personalized emails at 3x pace without losing quality. Within 90 days, they booked more meetings than their competitor's entire team. Happy to share how this could work for {{Company}}.
+
+## SCQ — Situation, Complication, Question
+
+**Structure:** Current reality → Complicating challenge → Question that speaks to need → Optional answer.
+**Best for:** Consultative selling. Mirrors how professionals present to leadership.
+
+> Your team doubled this year. That usually means onboarding is eating into selling time. How are you handling ramp for new hires?
+
+## ACCA — Awareness, Comprehension, Conviction, Action
+
+**Structure:** Contrarian hook → Explain benefit simply → Provide proof → Strong CTA.
+**Best for:** Analytical buyers who need evidence (engineers, CFOs, ops leaders).
+
+> Most sales teams measure rep activity. The top 5% measure rep efficiency instead. When Acme switched, they booked 40% more meetings with fewer emails. Worth seeing how?
+
+## 3C's (Alex Berman)
+
+**Structure:** Compliment → Case Study → CTA.
+**Best for:** Agency/services cold outreach. Case study does the heavy lifting.
+
+> Big fan of [Company]. We just built an app for [Competitor] that does XYZ. I have a few more ideas. Interested?
+
+## Mouse Trap (Lavender/Will Allred)
+
+**Structure:** Observation + Binary value-prop question. 1–2 sentences total.
+**Best for:** Maximum brevity. Impulsive reply based on curiosity.
+
+> Looks like you're hiring reps. Would it be helpful to get a more granular look at how they're ramping on email?
+
+## Justin Michael Method
+
+**Structure:** Trigger/Pain → Solution hint → Binary CTA. 1–3 sentences, no intro.
+**Best for:** High-velocity SDR teams. Mobile-optimized. Deliberately polarizing.
+
+Spend max 1 minute on personalization. Use industry/persona-level signals. For top-tier prospects, quote their own words from interviews — they almost always respond.
+
+## Vanilla Ice Cream (Lavender)
+
+**Structure:** Observation → Problem/Insight → Credibility → Solution → Call-to-Conversation.
+**Best for:** Universal "base" framework that works everywhere. Five parts.
+
+## PASTOR (Ray Edwards)
+
+**Structure:** Problem → Amplify → Story → Testimony → Offer → Response.
+**Best for:** Longer-form or multi-email sequences. Consulting, education, complex B2B services. Each element can be developed across separate touches.

skills/cold-email/references/personalization.md

@@ -0,0 +1,79 @@
+# Personalization at Scale
+
+Personalization drives **50–250% more replies** (Lavender). The key insight: **if your personalization has nothing to do with the problem you solve, it's just an attention hack** (Clay).
+
+## Four Levels of Personalization
+
+### Level 1 — Basic (merge tags)
+
+First name, company name, job title. Table stakes, no longer differentiating. ~5% lift.
+
+### Level 2 — Industry/segment
+
+Industry-specific pain points, trends, regulatory challenges. Scalable via micro-segmentation.
+
+> Most {{industry}} teams struggle with {{lead gen problem}}, which often leads to wasted effort.
+
+### Level 3 — Role-level
+
+Challenges specific to their role and seniority.
+
+> As Head of Sales, keeping pipeline steady is probably your biggest headache. Your RevOps team is small, so you're likely wearing multiple hats during scaling.
+
+### Level 4 — Individual (gold standard)
+
+Specific, timely observations about that person connected to the problem you solve.
+
+> Noticed you're hiring 3 SDRs — sounds like you're scaling outbound fast. Most teams hit follow-up fatigue during onboarding.
+
+## Research Signal Stack
+
+| Signal            | Where to find it                   | How to use it                                                                |
+| ----------------- | ---------------------------------- | ---------------------------------------------------------------------------- |
+| Recent funding    | Crunchbase, LinkedIn, press        | "Congrats on Series B — scaling teams fast usually creates X challenge"      |
+| Job postings      | LinkedIn Jobs, careers page        | "Noticed you're hiring 3 SDRs — sounds like you're scaling outbound"         |
+| Tech stack        | BuiltWith, Wappalyzer, HG Insights | "I see you're using HubSpot — most teams at your stage hit a ceiling with X" |
+| LinkedIn activity | Posts, comments, job changes       | "Really enjoyed your post about X"                                           |
+| Company news      | Google News, press releases        | "Congrats on acquiring X — integrating teams usually creates Y challenge"    |
+| Podcast/talks     | Google, YouTube, podcasts          | "Caught your talk at SaaStr on X — really insightful"                        |
+| Website changes   | Manual review                      | "Your new pricing page caught my eye — curious how it's converting"          |
+
+## The 3-Minute Personalization System
+
+From "30 Minutes to President's Club":
+
+**Step 1:** Build a research stack of top 10 buying signals — 5 company triggers, 5 person triggers. Stack-rank by relevance.
+
+**Step 2:** Build a 3x3 template: (1) personalization attached to a problem, (2) problem you solve, (3) one-sentence solution + low-friction CTA.
+
+**Step 3:** Create 5 "trigger templates" — pre-written personalization paragraphs for each trigger, with a smooth segue into the problem.
+
+The personalization must logically connect to the problem. This creates 5 reusable triggers with the rest of the email constant. A top SDR writes a personalized email in **under 3 minutes**.
+
+## The Four -Graphic Principles (Becc Holland)
+
+- **Demographic** — Age, profession, background
+- **Technographic** — Tech stack, tools used
+- **Firmographic** — Company size, funding, industry, growth stage
+- **Psychographic** — Values, passions, beliefs (highest-impact dimension)
+
+Tapping into what prospects are passionate about drives significantly higher response rates.
+
+## Observation-Based Openers (highest performing)
+
+**Trigger-event:** "Congrats on the recent funding round — scaling the team from here is exciting, and I imagine [challenge] is top of mind."
+
+**Observation:** "Your recent post about [topic] resonated — especially the part about [detail]. Got me thinking about how that applies to [challenge]."
+
+**Industry insight:** "Most [role titles] I talk to spend [X hours/week] on [problem] — curious if that matches your experience at [Company]."
+
+## What Feels Fake (avoid)
+
+- AI-generated emails with similar phrasing ("I hope this email finds you well")
+- Generic attention hacks disconnected from problem ("Cool that you went to UCLA!" → pitch)
+- Over-personalizing to creepiness
+- "I saw your LinkedIn profile and wanted to reach out" — signals mass automation
+
+## The "So What?" Test
+
+After writing any opening line, read from prospect's perspective: "So what? Why would I care?" If the answer is nothing, rewrite.

skills/cold-email/references/subject-lines.md

@@ -0,0 +1,53 @@
+# Subject Line Optimization
+
+The subject line determines whether the email gets read. The data is counterintuitive: **short, boring, internal-looking subject lines win decisively.**
+
+## Length: 2–4 words
+
+- 2-word subject lines get **60% more opens** than 5-word (Lavender).
+- Going from 2 to 4 words reduces replies by **17.5%**.
+- 2–4 words yield **46% open rates** vs 34% for 10 words (Belkins, 5.5M emails).
+- Mobile truncates at 30–35 characters — brevity is practical necessity.
+
+## Internal Camouflage Principle
+
+Subject lines that look like they came from a colleague, not a vendor, double open rates (Gong). Buyers mentally categorize before opening — if it looks like sales, it's filtered.
+
+**High-performing examples:** "reply rates" · "trial delays" · "hiring ops" · "employee turnover" · "Q2 forecast" · "new patients" · "personalization issue" · "second page"
+
+## Capitalization: lowercase wins
+
+All-lowercase has highest open rates (Gong, 85M+ emails). Lowercase looks more personal/internal. For cold outreach specifically, lowercase beats title case.
+
+## Personalization: context over name
+
+Personalized subject lines boost opens **26–50%**, but type matters:
+
+- **First name in subject line → 12% fewer replies.** Signals automation.
+- **Contextual personalization works:** pain points, competitors, trigger events, industry challenges.
+- Use {{painPoint}}, {{competitor}}, {{commonGround}} — not {{firstName}}.
+
+## Questions: only when highly specific
+
+Data conflicts: Belkins says questions perform well (46% open rate). Lavender says questions lower opens by **56%**. Resolution: **specific pain questions work** ("Need help with {{challenge}}?"), **generic questions fail** ("Quick question?" / "Have 15 minutes?"). Default to statements.
+
+## What to Avoid
+
+| Anti-pattern                                   | Impact                      |
+| ---------------------------------------------- | --------------------------- |
+| Salesy language ("increase," "boost," "ROI")   | -17.9% opens                |
+| Urgency words ("ASAP," "urgent")               | Below 36% opens             |
+| Excessive punctuation ("!!!" or "??")          | -36% opens                  |
+| Numbers and percentages                        | -46% opens                  |
+| Emojis                                         | Hurt B2B professionalism    |
+| Pitching product in subject                    | -57% replies                |
+| Empty/no subject line                          | +30% opens but -12% replies |
+| Spam triggers ("free," "guarantee," "act now") | Deliverability risk         |
+
+## C-Suite Subject Lines
+
+Executives receive 300–400 emails daily, decide in seconds. They respond **23% more often** than non-C-suite when emails pass their filter (6.4% reply rate).
+
+What works: ultra-concise, human, understated. "{{companyInitiative}}" · "thank you" · "an update" · "a question" · reference to a specific project or trigger event.
+
+Anything "salesy" is immediately rejected.

skills/competitor-alternatives/SKILL.md

@@ -1,6 +1,8 @@
 ---
 name: competitor-alternatives
-description: "When the user wants to create competitor comparison or alternative pages for SEO and sales enablement. Also use when the user mentions 'alternative page,' 'vs page,' 'competitor comparison,' 'comparison page,' '[Product] vs [Product],' '[Product] alternative,' or 'competitive landing pages.' Covers four formats: singular alternative, plural alternatives, you vs competitor, and competitor vs competitor. Emphasizes deep research, modular content architecture, and varied section types beyond feature tables."
+description: "When the user wants to create competitor comparison or alternative pages for SEO and sales enablement. Also use when the user mentions 'alternative page,' 'vs page,' 'competitor comparison,' 'comparison page,' '[Product] vs [Product],' '[Product] alternative,' 'competitive landing pages,' 'how do we compare to X,' 'battle card,' or 'competitor teardown.' Use this for any content that positions your product against competitors. Covers four formats: singular alternative, plural alternatives, you vs competitor, and competitor vs competitor. For sales-specific competitor docs, see sales-enablement."
+metadata:
+  version: 1.1.0
 ---
 
 # Competitor & Alternative Pages
@@ -9,6 +11,9 @@ You are an expert in creating competitor comparison and alternative pages. Your
 
 ## Initial Assessment
 
+**Check for product marketing context first:**
+If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
 Before creating competitor pages, understand:
 
 1. **Your Product**
@@ -55,7 +60,6 @@ Before creating competitor pages, understand:
 ### 4. Modular Content Architecture
 - Competitor data should be centralized
 - Updates propagate to all pages
-- Avoid duplicating research
 - Single source of truth per competitor
 
 ---
@@ -68,11 +72,7 @@ Before creating competitor pages, understand:
 
 **URL pattern**: `/alternatives/[competitor]` or `/[competitor]-alternative`
 
-**Target keywords**:
-- "[Competitor] alternative"
-- "alternative to [Competitor]"
-- "switch from [Competitor]"
-- "[Competitor] replacement"
+**Target keywords**: "[Competitor] alternative", "alternative to [Competitor]", "switch from [Competitor]"
 
 **Page structure**:
 1. Why people look for alternatives (validate their pain)
@@ -83,21 +83,15 @@ Before creating competitor pages, understand:
 6. Social proof from switchers
 7. CTA
 
-**Tone**: Empathetic to their frustration, helpful guide
-
 ---
 
 ### Format 2: [Competitor] Alternatives (Plural)
 
 **Search intent**: User is researching options, earlier in journey
 
-**URL pattern**: `/alternatives/[competitor]-alternatives` or `/best-[competitor]-alternatives`
+**URL pattern**: `/alternatives/[competitor]-alternatives`
 
-**Target keywords**:
-- "[Competitor] alternatives"
-- "best [Competitor] alternatives"
-- "tools like [Competitor]"
-- "[Competitor] competitors"
+**Target keywords**: "[Competitor] alternatives", "best [Competitor] alternatives", "tools like [Competitor]"
 
 **Page structure**:
 1. Why people look for alternatives (common pain points)
@@ -108,8 +102,6 @@ Before creating competitor pages, understand:
 6. Recommendation by use case
 7. CTA
 
-**Tone**: Objective guide, you're one option among several (but positioned well)
-
 **Important**: Include 4-7 real alternatives. Being genuinely helpful builds trust and ranks better.
 
 ---
@@ -120,29 +112,18 @@ Before creating competitor pages, understand:
 
 **URL pattern**: `/vs/[competitor]` or `/compare/[you]-vs-[competitor]`
 
-**Target keywords**:
-- "[You] vs [Competitor]"
-- "[Competitor] vs [You]"
-- "[You] compared to [Competitor]"
-- "[You] or [Competitor]"
+**Target keywords**: "[You] vs [Competitor]", "[Competitor] vs [You]"
 
 **Page structure**:
 1. TL;DR summary (key differences in 2-3 sentences)
 2. At-a-glance comparison table
-3. Detailed comparison by category:
-   - Features
-   - Pricing
-   - Service & support
-   - Ease of use
-   - Integrations
+3. Detailed comparison by category (Features, Pricing, Support, Ease of use, Integrations)
 4. Who [You] is best for
 5. Who [Competitor] is best for (be honest)
 6. What customers say (testimonials from switchers)
 7. Migration support
 8. CTA
 
-**Tone**: Confident but fair, acknowledge where competitor excels
-
 ---
 
 ### Format 4: [Competitor A] vs [Competitor B]
@@ -151,11 +132,6 @@ Before creating competitor pages, understand:
 
 **URL pattern**: `/compare/[competitor-a]-vs-[competitor-b]`
 
-**Target keywords**:
-- "[Competitor A] vs [Competitor B]"
-- "[Competitor A] or [Competitor B]"
-- "[Competitor A] compared to [Competitor B]"
-
 **Page structure**:
 1. Overview of both products
 2. Comparison by category
@@ -164,458 +140,47 @@ Before creating competitor pages, understand:
 5. Comparison table (all three)
 6. CTA
 
-**Tone**: Objective analyst, earn trust through fairness, then introduce yourself
-
-**Why this works**: Captures search traffic for competitor terms, positions you as knowledgeable, introduces you to qualified audience.
+**Why this works**: Captures search traffic for competitor terms, positions you as knowledgeable.
 
 ---
 
-## Index Pages
+## Essential Sections
 
-Each format needs an index page that lists all pages of that type. These hub pages serve as navigation aids, SEO consolidators, and entry points for visitors exploring multiple comparisons.
+### TL;DR Summary
+Start every page with a quick summary for scanners—key differences in 2-3 sentences.
 
-### Alternatives Index
+### Paragraph Comparisons
+Go beyond tables. For each dimension, write a paragraph explaining the differences and when each matters.
 
-**URL**: `/alternatives` or `/alternatives/index`
+### Feature Comparison
+For each category: describe how each handles it, list strengths and limitations, give bottom line recommendation.
 
-**Purpose**: Lists all "[Competitor] Alternative" pages
+### Pricing Comparison
+Include tier-by-tier comparison, what's included, hidden costs, and total cost calculation for sample team size.
 
-**Page structure**:
-1. Headline: "[Your Product] as an Alternative"
-2. Brief intro on why people switch to you
-3. List of all alternative pages with:
-   - Competitor name/logo
-   - One-line summary of key differentiator vs. that competitor
-   - Link to full comparison
-4. Common reasons people switch (aggregated)
-5. CTA
+### Who It's For
+Be explicit about ideal customer for each option. Honest recommendations build trust.
 
-**Example**:
-```markdown
-## Explore [Your Product] as an Alternative
+### Migration Section
+Cover what transfers, what needs reconfiguration, support offered, and quotes from customers who switched.
 
-Looking to switch? See how [Your Product] compares to the tools you're evaluating:
-
-- **[Notion Alternative](/alternatives/notion)** — Better for teams who need [X]
-- **[Airtable Alternative](/alternatives/airtable)** — Better for teams who need [Y]
-- **[Monday Alternative](/alternatives/monday)** — Better for teams who need [Z]
-```
-
----
-
-### Alternatives (Plural) Index
-
-**URL**: `/alternatives/compare` or `/best-alternatives`
-
-**Purpose**: Lists all "[Competitor] Alternatives" roundup pages
-
-**Page structure**:
-1. Headline: "Software Alternatives & Comparisons"
-2. Brief intro on your comparison methodology
-3. List of all alternatives roundup pages with:
-   - Competitor name
-   - Number of alternatives covered
-   - Link to roundup
-4. CTA
-
-**Example**:
-```markdown
-## Find the Right Tool
-
-Comparing your options? Our guides cover the top alternatives:
-
-- **[Best Notion Alternatives](/alternatives/notion-alternatives)** — 7 tools compared
-- **[Best Airtable Alternatives](/alternatives/airtable-alternatives)** — 6 tools compared
-- **[Best Monday Alternatives](/alternatives/monday-alternatives)** — 5 tools compared
-```
-
----
-
-### Vs Comparisons Index
-
-**URL**: `/vs` or `/compare`
-
-**Purpose**: Lists all "You vs [Competitor]" and "[A] vs [B]" pages
-
-**Page structure**:
-1. Headline: "Compare [Your Product]"
-2. Section: "[Your Product] vs Competitors" — list of direct comparisons
-3. Section: "Head-to-Head Comparisons" — list of [A] vs [B] pages
-4. Brief methodology note
-5. CTA
-
-**Example**:
-```markdown
-## Compare [Your Product]
-
-### [Your Product] vs. the Competition
-
-- **[[Your Product] vs Notion](/vs/notion)** — Best for [differentiator]
-- **[[Your Product] vs Airtable](/vs/airtable)** — Best for [differentiator]
-- **[[Your Product] vs Monday](/vs/monday)** — Best for [differentiator]
-
-### Other Comparisons
-
-Evaluating tools we compete with? We've done the research:
-
-- **[Notion vs Airtable](/compare/notion-vs-airtable)**
-- **[Notion vs Monday](/compare/notion-vs-monday)**
-- **[Airtable vs Monday](/compare/airtable-vs-monday)**
-```
-
----
-
-### Index Page Best Practices
-
-**Keep them updated**: When you add a new comparison page, add it to the relevant index.
-
-**Internal linking**:
-- Link from index → individual pages
-- Link from individual pages → back to index
-- Cross-link between related comparisons
-
-**SEO value**:
-- Index pages can rank for broad terms like "project management tool comparisons"
-- Pass link equity to individual comparison pages
-- Help search engines discover all comparison content
-
-**Sorting options**:
-- By popularity (search volume)
-- Alphabetically
-- By category/use case
-- By date added (show freshness)
-
-**Include on index pages**:
-- Last updated date for credibility
-- Number of pages/comparisons available
-- Quick filters if you have many comparisons
+**For detailed templates**: See [references/templates.md](references/templates.md)
 
 ---
 
 ## Content Architecture
 
 ### Centralized Competitor Data
-
-Create a single source of truth for each competitor:
-
-```
-competitor_data/
-├── notion.md
-├── airtable.md
-├── monday.md
-└── ...
-```
-
-**Per competitor, document**:
-
-```yaml
-name: Notion
-website: notion.so
-tagline: "The all-in-one workspace"
-founded: 2016
-headquarters: San Francisco
-
-# Positioning
-primary_use_case: "docs + light databases"
-target_audience: "teams wanting flexible workspace"
-market_position: "premium, feature-rich"
-
-# Pricing
-pricing_model: per-seat
-free_tier: true
-free_tier_limits: "limited blocks, 1 user"
-starter_price: $8/user/month
-business_price: $15/user/month
-enterprise: custom
-
-# Features (rate 1-5 or describe)
-features:
-  documents: 5
-  databases: 4
-  project_management: 3
-  collaboration: 4
-  integrations: 3
-  mobile_app: 3
-  offline_mode: 2
-  api: 4
-
-# Strengths (be honest)
-strengths:
-  - Extremely flexible and customizable
-  - Beautiful, modern interface
-  - Strong template ecosystem
-  - Active community
-
-# Weaknesses (be fair)
-weaknesses:
-  - Can be slow with large databases
-  - Learning curve for advanced features
-  - Limited automations compared to dedicated tools
-  - Offline mode is limited
-
-# Best for
-best_for:
-  - Teams wanting all-in-one workspace
-  - Content-heavy workflows
-  - Documentation-first teams
-  - Startups and small teams
-
-# Not ideal for
-not_ideal_for:
-  - Complex project management needs
-  - Large databases (1000s of rows)
-  - Teams needing robust offline
-  - Enterprise with strict compliance
-
-# Common complaints (from reviews)
-common_complaints:
-  - "Gets slow with lots of content"
-  - "Hard to find things as workspace grows"
-  - "Mobile app is clunky"
-
-# Migration notes
-migration_from:
-  difficulty: medium
-  data_export: "Markdown, CSV, HTML"
-  what_transfers: "Pages, databases"
-  what_doesnt: "Automations, integrations setup"
-  time_estimate: "1-3 days for small team"
-```
-
-### Your Product Data
-
-Same structure for yourself—be honest:
-
-```yaml
-name: [Your Product]
-# ... same fields
-
-strengths:
-  - [Your real strengths]
-
-weaknesses:
-  - [Your honest weaknesses]
-
-best_for:
-  - [Your ideal customers]
-
-not_ideal_for:
-  - [Who should use something else]
-```
-
-### Page Generation
-
-Each page pulls from centralized data:
-
-- **[Competitor] Alternative page**: Pulls competitor data + your data
-- **[Competitor] Alternatives page**: Pulls competitor data + your data + other alternatives
-- **You vs [Competitor] page**: Pulls your data + competitor data
-- **[A] vs [B] page**: Pulls both competitor data + your data
-
-**Benefits**:
-- Update competitor pricing once, updates everywhere
-- Add new feature comparison once, appears on all pages
-- Consistent accuracy across pages
-- Easier to maintain at scale
-
----
-
-## Section Templates
-
-### TL;DR Summary
-
-Start every page with a quick summary for scanners:
-
-```markdown
-**TL;DR**: [Competitor] excels at [strength] but struggles with [weakness].
-[Your product] is built for [your focus], offering [key differentiator].
-Choose [Competitor] if [their ideal use case]. Choose [You] if [your ideal use case].
-```
-
-### Paragraph Comparison (Not Just Tables)
-
-For each major dimension, write a paragraph:
-
-```markdown
-## Features
-
-[Competitor] offers [description of their feature approach].
-Their strength is [specific strength], which works well for [use case].
-However, [limitation] can be challenging for [user type].
-
-[Your product] takes a different approach with [your approach].
-This means [benefit], though [honest tradeoff].
-Teams who [specific need] often find this more effective.
-```
-
-### Feature Comparison Section
-
-Go beyond checkmarks:
-
-```markdown
-## Feature Comparison
-
-### [Feature Category]
-
-**[Competitor]**: [2-3 sentence description of how they handle this]
-- Strengths: [specific]
-- Limitations: [specific]
-
-**[Your product]**: [2-3 sentence description]
-- Strengths: [specific]
-- Limitations: [specific]
-
-**Bottom line**: Choose [Competitor] if [scenario]. Choose [You] if [scenario].
-```
-
-### Pricing Comparison Section
-
-```markdown
-## Pricing
-
-| | [Competitor] | [Your Product] |
-|---|---|---|
-| Free tier | [Details] | [Details] |
-| Starting price | $X/user/mo | $X/user/mo |
-| Business tier | $X/user/mo | $X/user/mo |
-| Enterprise | Custom | Custom |
-
-**What's included**: [Competitor]'s $X plan includes [features], while
-[Your product]'s $X plan includes [features].
-
-**Total cost consideration**: Beyond per-seat pricing, consider [hidden costs,
-add-ons, implementation]. [Competitor] charges extra for [X], while
-[Your product] includes [Y] in base pricing.
-
-**Value comparison**: For a 10-person team, [Competitor] costs approximately
-$X/year while [Your product] costs $Y/year, with [key differences in what you get].
-```
-
-### Service & Support Comparison
-
-```markdown
-## Service & Support
-
-| | [Competitor] | [Your Product] |
-|---|---|---|
-| Documentation | [Quality assessment] | [Quality assessment] |
-| Response time | [SLA if known] | [Your SLA] |
-| Support channels | [List] | [List] |
-| Onboarding | [What they offer] | [What you offer] |
-| CSM included | [At what tier] | [At what tier] |
-
-**Support quality**: Based on [G2/Capterra reviews, your research],
-[Competitor] support is described as [assessment]. Common feedback includes
-[quotes or themes].
-
-[Your product] offers [your support approach]. [Specific differentiator like
-response time, dedicated CSM, implementation help].
-```
-
-### Who It's For Section
-
-```markdown
-## Who Should Choose [Competitor]
-
-[Competitor] is the right choice if:
-- [Specific use case or need]
-- [Team type or size]
-- [Workflow or requirement]
-- [Budget or priority]
-
-**Ideal [Competitor] customer**: [Persona description in 1-2 sentences]
-
-## Who Should Choose [Your Product]
-
-[Your product] is built for teams who:
-- [Specific use case or need]
-- [Team type or size]
-- [Workflow or requirement]
-- [Priority or value]
-
-**Ideal [Your product] customer**: [Persona description in 1-2 sentences]
-```
-
-### Migration Section
-
-```markdown
-## Switching from [Competitor]
-
-### What transfers
-- [Data type]: [How easily, any caveats]
-- [Data type]: [How easily, any caveats]
-
-### What needs reconfiguration
-- [Thing]: [Why and effort level]
-- [Thing]: [Why and effort level]
-
-### Migration support
-
-We offer [migration support details]:
-- [Free data import tool / white-glove migration]
-- [Documentation / migration guide]
-- [Timeline expectation]
-- [Support during transition]
-
-### What customers say about switching
-
-> "[Quote from customer who switched]"
-> — [Name], [Role] at [Company]
-```
-
-### Social Proof Section
-
-Focus on switchers:
-
-```markdown
-## What Customers Say
-
-### Switched from [Competitor]
-
-> "[Specific quote about why they switched and outcome]"
-> — [Name], [Role] at [Company]
-
-> "[Another quote]"
-> — [Name], [Role] at [Company]
-
-### Results after switching
-- [Company] saw [specific result]
-- [Company] reduced [metric] by [amount]
-```
-
----
-
-## Comparison Table Best Practices
-
-### Beyond Checkmarks
-
-Instead of:
-| Feature | You | Competitor |
-|---------|-----|-----------|
-| Feature A | ✓ | ✓ |
-| Feature B | ✓ | ✗ |
-
-Do this:
-| Feature | You | Competitor |
-|---------|-----|-----------|
-| Feature A | Full support with [detail] | Basic support, [limitation] |
-| Feature B | [Specific capability] | Not available |
-
-### Organize by Category
-
-Group features into meaningful categories:
-- Core functionality
-- Collaboration
-- Integrations
-- Security & compliance
-- Support & service
-
-### Include Ratings Where Useful
-
-| Category | You | Competitor | Notes |
-|----------|-----|-----------|-------|
-| Ease of use | ⭐⭐⭐⭐⭐ | ⭐⭐⭐⭐ | [Brief note] |
-| Feature depth | ⭐⭐⭐⭐ | ⭐⭐⭐⭐⭐ | [Brief note] |
+Create a single source of truth for each competitor with:
+- Positioning and target audience
+- Pricing (all tiers)
+- Feature ratings
+- Strengths and weaknesses
+- Best for / not ideal for
+- Common complaints (from reviews)
+- Migration notes
+
+**For data structure and examples**: See [references/content-architecture.md](references/content-architecture.md)
 
 ---
 
@@ -625,39 +190,14 @@ Group features into meaningful categories:
 
 For each competitor, gather:
 
-1. **Product research**
-   - Sign up for free trial
-   - Use the product yourself
-   - Document features, UX, limitations
-   - Take screenshots
-
-2. **Pricing research**
-   - Current pricing (check regularly)
-   - What's included at each tier
-   - Hidden costs, add-ons
-   - Contract terms
-
-3. **Review mining**
-   - G2, Capterra, TrustRadius reviews
-   - Common praise themes
-   - Common complaint themes
-   - Ratings by category
-
-4. **Customer feedback**
-   - Talk to customers who switched
-   - Talk to prospects who chose competitor
-   - Document real quotes
-
-5. **Content research**
-   - Their positioning and messaging
-   - Their comparison pages (how do they compare to you?)
-   - Their documentation quality
-   - Their changelog (recent development)
+1. **Product research**: Sign up, use it, document features/UX/limitations
+2. **Pricing research**: Current pricing, what's included, hidden costs
+3. **Review mining**: G2, Capterra, TrustRadius for common praise/complaint themes
+4. **Customer feedback**: Talk to customers who switched (both directions)
+5. **Content research**: Their positioning, their comparison pages, their changelog
 
 ### Ongoing Updates
 
-Competitor pages need maintenance:
-
 - **Quarterly**: Verify pricing, check for major feature changes
 - **When notified**: Customer mentions competitor change
 - **Annually**: Full refresh of all competitor data
@@ -668,77 +208,42 @@ Competitor pages need maintenance:
 
 ### Keyword Targeting
 
-| Format | Primary Keywords | Secondary Keywords |
-|--------|-----------------|-------------------|
-| Alternative (singular) | [Competitor] alternative | alternative to [Competitor], switch from [Competitor], [Competitor] replacement |
-| Alternatives (plural) | [Competitor] alternatives | best [Competitor] alternatives, tools like [Competitor], [Competitor] competitors |
-| You vs Competitor | [You] vs [Competitor] | [Competitor] vs [You], [You] compared to [Competitor] |
-| Competitor vs Competitor | [A] vs [B] | [B] vs [A], [A] or [B], [A] compared to [B] |
+| Format | Primary Keywords |
+|--------|-----------------|
+| Alternative (singular) | [Competitor] alternative, alternative to [Competitor] |
+| Alternatives (plural) | [Competitor] alternatives, best [Competitor] alternatives |
+| You vs Competitor | [You] vs [Competitor], [Competitor] vs [You] |
+| Competitor vs Competitor | [A] vs [B], [B] vs [A] |
 
 ### Internal Linking
-
 - Link between related competitor pages
 - Link from feature pages to relevant comparisons
-- Link from blog posts mentioning competitors
-- Hub page linking to all competitor content
+- Create hub page linking to all competitor content
 
 ### Schema Markup
-
-Consider FAQ schema for common questions:
-
-```json
-{
-  "@type": "FAQPage",
-  "mainEntity": [
-    {
-      "@type": "Question",
-      "name": "What is the best alternative to [Competitor]?",
-      "acceptedAnswer": {
-        "@type": "Answer",
-        "text": "[Your answer positioning yourself]"
-      }
-    }
-  ]
-}
-```
+Consider FAQ schema for common questions like "What is the best alternative to [Competitor]?"
 
 ---
 
 ## Output Format
 
 ### Competitor Data File
-
-```yaml
-# [competitor].yaml
-# Complete competitor profile for use across all comparison pages
-```
+Complete competitor profile in YAML format for use across all comparison pages.
 
 ### Page Content
-
-For each page:
-- URL and meta tags
-- Full page copy organized by section
-- Comparison tables
-- CTAs
+For each page: URL, meta tags, full page copy organized by section, comparison tables, CTAs.
 
 ### Page Set Plan
-
-Recommended pages to create:
-1. [List of alternative pages]
-2. [List of vs pages]
-3. Priority order based on search volume
+Recommended pages to create with priority order based on search volume.
 
 ---
 
-## Questions to Ask
+## Task-Specific Questions
 
-If you need more context:
-1. Who are your top 3-5 competitors?
-2. What's your core differentiator?
-3. What are common reasons people switch to you?
-4. Do you have customer quotes about switching?
-5. What's your pricing vs. competitors?
-6. Do you offer migration support?
+1. What are common reasons people switch to you?
+2. Do you have customer quotes about switching?
+3. What's your pricing vs. competitors?
+4. Do you offer migration support?
 
 ---
 
@@ -748,3 +253,4 @@ If you need more context:
 - **copywriting**: For writing compelling comparison copy
 - **seo-audit**: For optimizing competitor pages
 - **schema-markup**: For FAQ and comparison schema
+- **sales-enablement**: For internal sales collateral, decks, and objection docs

skills/competitor-alternatives/references/content-architecture.md

@@ -0,0 +1,271 @@
+# Content Architecture for Competitor Pages
+
+How to structure and maintain competitor data for scalable comparison pages.
+
+## Contents
+- Centralized Competitor Data
+- Competitor Data Template
+- Your Product Data
+- Page Generation
+- Index Page Structure (alternatives index, vs comparisons index, index page best practices)
+- Footer Navigation
+
+## Centralized Competitor Data
+
+Create a single source of truth for each competitor:
+
+```
+competitor_data/
+├── notion.md
+├── airtable.md
+├── monday.md
+└── ...
+```
+
+---
+
+## Competitor Data Template
+
+Per competitor, document:
+
+```yaml
+name: Notion
+website: notion.so
+tagline: "The all-in-one workspace"
+founded: 2016
+headquarters: San Francisco
+
+# Positioning
+primary_use_case: "docs + light databases"
+target_audience: "teams wanting flexible workspace"
+market_position: "premium, feature-rich"
+
+# Pricing
+pricing_model: per-seat
+free_tier: true
+free_tier_limits: "limited blocks, 1 user"
+starter_price: $8/user/month
+business_price: $15/user/month
+enterprise: custom
+
+# Features (rate 1-5 or describe)
+features:
+  documents: 5
+  databases: 4
+  project_management: 3
+  collaboration: 4
+  integrations: 3
+  mobile_app: 3
+  offline_mode: 2
+  api: 4
+
+# Strengths (be honest)
+strengths:
+  - Extremely flexible and customizable
+  - Beautiful, modern interface
+  - Strong template ecosystem
+  - Active community
+
+# Weaknesses (be fair)
+weaknesses:
+  - Can be slow with large databases
+  - Learning curve for advanced features
+  - Limited automations compared to dedicated tools
+  - Offline mode is limited
+
+# Best for
+best_for:
+  - Teams wanting all-in-one workspace
+  - Content-heavy workflows
+  - Documentation-first teams
+  - Startups and small teams
+
+# Not ideal for
+not_ideal_for:
+  - Complex project management needs
+  - Large databases (1000s of rows)
+  - Teams needing robust offline
+  - Enterprise with strict compliance
+
+# Common complaints (from reviews)
+common_complaints:
+  - "Gets slow with lots of content"
+  - "Hard to find things as workspace grows"
+  - "Mobile app is clunky"
+
+# Migration notes
+migration_from:
+  difficulty: medium
+  data_export: "Markdown, CSV, HTML"
+  what_transfers: "Pages, databases"
+  what_doesnt: "Automations, integrations setup"
+  time_estimate: "1-3 days for small team"
+```
+
+---
+
+## Your Product Data
+
+Same structure for yourself—be honest:
+
+```yaml
+name: [Your Product]
+# ... same fields
+
+strengths:
+  - [Your real strengths]
+
+weaknesses:
+  - [Your honest weaknesses]
+
+best_for:
+  - [Your ideal customers]
+
+not_ideal_for:
+  - [Who should use something else]
+```
+
+---
+
+## Page Generation
+
+Each page pulls from centralized data:
+
+- **[Competitor] Alternative page**: Pulls competitor data + your data
+- **[Competitor] Alternatives page**: Pulls competitor data + your data + other alternatives
+- **You vs [Competitor] page**: Pulls your data + competitor data
+- **[A] vs [B] page**: Pulls both competitor data + your data
+
+**Benefits**:
+- Update competitor pricing once, updates everywhere
+- Add new feature comparison once, appears on all pages
+- Consistent accuracy across pages
+- Easier to maintain at scale
+
+---
+
+## Index Page Structure
+
+### Alternatives Index
+
+**URL**: `/alternatives` or `/alternatives/index`
+
+**Purpose**: Lists all "[Competitor] Alternative" pages
+
+**Page structure**:
+1. Headline: "[Your Product] as an Alternative"
+2. Brief intro on why people switch to you
+3. List of all alternative pages with:
+   - Competitor name/logo
+   - One-line summary of key differentiator vs. that competitor
+   - Link to full comparison
+4. Common reasons people switch (aggregated)
+5. CTA
+
+**Example**:
+```markdown
+## Explore [Your Product] as an Alternative
+
+Looking to switch? See how [Your Product] compares to the tools you're evaluating:
+
+- **[Notion Alternative](/alternatives/notion)** — Better for teams who need [X]
+- **[Airtable Alternative](/alternatives/airtable)** — Better for teams who need [Y]
+- **[Monday Alternative](/alternatives/monday)** — Better for teams who need [Z]
+```
+
+---
+
+### Vs Comparisons Index
+
+**URL**: `/vs` or `/compare`
+
+**Purpose**: Lists all "You vs [Competitor]" and "[A] vs [B]" pages
+
+**Page structure**:
+1. Headline: "Compare [Your Product]"
+2. Section: "[Your Product] vs Competitors" — list of direct comparisons
+3. Section: "Head-to-Head Comparisons" — list of [A] vs [B] pages
+4. Brief methodology note
+5. CTA
+
+---
+
+### Index Page Best Practices
+
+**Keep them updated**: When you add a new comparison page, add it to the relevant index.
+
+**Internal linking**:
+- Link from index → individual pages
+- Link from individual pages → back to index
+- Cross-link between related comparisons
+
+**SEO value**:
+- Index pages can rank for broad terms like "project management tool comparisons"
+- Pass link equity to individual comparison pages
+- Help search engines discover all comparison content
+
+**Sorting options**:
+- By popularity (search volume)
+- Alphabetically
+- By category/use case
+- By date added (show freshness)
+
+**Include on index pages**:
+- Last updated date for credibility
+- Number of pages/comparisons available
+- Quick filters if you have many comparisons
+
+---
+
+## Footer Navigation
+
+The site footer appears on all marketing pages, making it a powerful internal linking opportunity for competitor pages.
+
+### Option 1: Link to Index Pages (Minimum)
+
+At minimum, add links to your comparison index pages in the footer:
+
+```
+Footer
+├── Compare
+│   ├── Alternatives →  /alternatives
+│   └── Comparisons →  /vs
+```
+
+This ensures every marketing page passes link equity to your comparison content hub.
+
+### Option 2: Footer Columns by Format (Recommended for SEO)
+
+For stronger internal linking, create dedicated footer columns for each format you've built, linking directly to your top competitors:
+
+```
+Footer
+├── [Product] vs               ├── Alternatives to            ├── Compare
+│   ├── vs Notion              │   ├── Notion Alternative     │   ├── Notion vs Airtable
+│   ├── vs Airtable            │   ├── Airtable Alternative   │   ├── Monday vs Asana
+│   ├── vs Monday              │   ├── Monday Alternative     │   ├── Notion vs Monday
+│   ├── vs Asana               │   ├── Asana Alternative      │   ├── ...
+│   ├── vs Clickup             │   ├── Clickup Alternative    │   └── View all →
+│   ├── ...                    │   ├── ...                    │
+│   └── View all →             │   └── View all →             │
+```
+
+**Guidelines**:
+- Include up to 8 links per column (top competitors by search volume)
+- Add "View all" link to the full index page
+- Only create columns for formats you've actually built pages for
+- Prioritize competitors with highest search volume
+
+### Why Footer Links Matter
+
+1. **Sitewide distribution**: Footer links appear on every marketing page, passing link equity from your entire site to comparison content
+2. **Crawl efficiency**: Search engines discover all comparison pages quickly
+3. **User discovery**: Visitors evaluating your product can easily find comparisons
+4. **Competitive positioning**: Signals to search engines that you're a key player in the space
+
+### Implementation Notes
+
+- Update footer when adding new high-priority comparison pages
+- Keep footer clean—don't list every comparison, just the top ones
+- Match column headers to your URL structure (e.g., "vs" column → `/vs/` URLs)
+- Consider mobile: columns may stack, so order by priority

skills/competitor-alternatives/references/templates.md

@@ -0,0 +1,223 @@
+# Section Templates for Competitor Pages
+
+Ready-to-use templates for each section of competitor comparison pages.
+
+## Contents
+- TL;DR Summary
+- Paragraph Comparison (Not Just Tables)
+- Feature Comparison Section
+- Pricing Comparison Section
+- Service & Support Comparison
+- Who It's For Section
+- Migration Section
+- Social Proof Section
+- Comparison Table Best Practices (beyond checkmarks, organize by category, include ratings where useful)
+
+## TL;DR Summary
+
+Start every page with a quick summary for scanners:
+
+```markdown
+**TL;DR**: [Competitor] excels at [strength] but struggles with [weakness].
+[Your product] is built for [your focus], offering [key differentiator].
+Choose [Competitor] if [their ideal use case]. Choose [You] if [your ideal use case].
+```
+
+---
+
+## Paragraph Comparison (Not Just Tables)
+
+For each major dimension, write a paragraph:
+
+```markdown
+## Features
+
+[Competitor] offers [description of their feature approach].
+Their strength is [specific strength], which works well for [use case].
+However, [limitation] can be challenging for [user type].
+
+[Your product] takes a different approach with [your approach].
+This means [benefit], though [honest tradeoff].
+Teams who [specific need] often find this more effective.
+```
+
+---
+
+## Feature Comparison Section
+
+Go beyond checkmarks:
+
+```markdown
+## Feature Comparison
+
+### [Feature Category]
+
+**[Competitor]**: [2-3 sentence description of how they handle this]
+- Strengths: [specific]
+- Limitations: [specific]
+
+**[Your product]**: [2-3 sentence description]
+- Strengths: [specific]
+- Limitations: [specific]
+
+**Bottom line**: Choose [Competitor] if [scenario]. Choose [You] if [scenario].
+```
+
+---
+
+## Pricing Comparison Section
+
+```markdown
+## Pricing
+
+| | [Competitor] | [Your Product] |
+|---|---|---|
+| Free tier | [Details] | [Details] |
+| Starting price | $X/user/mo | $X/user/mo |
+| Business tier | $X/user/mo | $X/user/mo |
+| Enterprise | Custom | Custom |
+
+**What's included**: [Competitor]'s $X plan includes [features], while
+[Your product]'s $X plan includes [features].
+
+**Total cost consideration**: Beyond per-seat pricing, consider [hidden costs,
+add-ons, implementation]. [Competitor] charges extra for [X], while
+[Your product] includes [Y] in base pricing.
+
+**Value comparison**: For a 10-person team, [Competitor] costs approximately
+$X/year while [Your product] costs $Y/year, with [key differences in what you get].
+```
+
+---
+
+## Service & Support Comparison
+
+```markdown
+## Service & Support
+
+| | [Competitor] | [Your Product] |
+|---|---|---|
+| Documentation | [Quality assessment] | [Quality assessment] |
+| Response time | [SLA if known] | [Your SLA] |
+| Support channels | [List] | [List] |
+| Onboarding | [What they offer] | [What you offer] |
+| CSM included | [At what tier] | [At what tier] |
+
+**Support quality**: Based on [G2/Capterra reviews, your research],
+[Competitor] support is described as [assessment]. Common feedback includes
+[quotes or themes].
+
+[Your product] offers [your support approach]. [Specific differentiator like
+response time, dedicated CSM, implementation help].
+```
+
+---
+
+## Who It's For Section
+
+```markdown
+## Who Should Choose [Competitor]
+
+[Competitor] is the right choice if:
+- [Specific use case or need]
+- [Team type or size]
+- [Workflow or requirement]
+- [Budget or priority]
+
+**Ideal [Competitor] customer**: [Persona description in 1-2 sentences]
+
+## Who Should Choose [Your Product]
+
+[Your product] is built for teams who:
+- [Specific use case or need]
+- [Team type or size]
+- [Workflow or requirement]
+- [Priority or value]
+
+**Ideal [Your product] customer**: [Persona description in 1-2 sentences]
+```
+
+---
+
+## Migration Section
+
+```markdown
+## Switching from [Competitor]
+
+### What transfers
+- [Data type]: [How easily, any caveats]
+- [Data type]: [How easily, any caveats]
+
+### What needs reconfiguration
+- [Thing]: [Why and effort level]
+- [Thing]: [Why and effort level]
+
+### Migration support
+
+We offer [migration support details]:
+- [Free data import tool / white-glove migration]
+- [Documentation / migration guide]
+- [Timeline expectation]
+- [Support during transition]
+
+### What customers say about switching
+
+> "[Quote from customer who switched]"
+> — [Name], [Role] at [Company]
+```
+
+---
+
+## Social Proof Section
+
+Focus on switchers:
+
+```markdown
+## What Customers Say
+
+### Switched from [Competitor]
+
+> "[Specific quote about why they switched and outcome]"
+> — [Name], [Role] at [Company]
+
+> "[Another quote]"
+> — [Name], [Role] at [Company]
+
+### Results after switching
+- [Company] saw [specific result]
+- [Company] reduced [metric] by [amount]
+```
+
+---
+
+## Comparison Table Best Practices
+
+### Beyond Checkmarks
+
+Instead of:
+| Feature | You | Competitor |
+|---------|-----|-----------|
+| Feature A | ✓ | ✓ |
+| Feature B | ✓ | ✗ |
+
+Do this:
+| Feature | You | Competitor |
+|---------|-----|-----------|
+| Feature A | Full support with [detail] | Basic support, [limitation] |
+| Feature B | [Specific capability] | Not available |
+
+### Organize by Category
+
+Group features into meaningful categories:
+- Core functionality
+- Collaboration
+- Integrations
+- Security & compliance
+- Support & service
+
+### Include Ratings Where Useful
+
+| Category | You | Competitor | Notes |
+|----------|-----|-----------|-------|
+| Ease of use | ⭐⭐⭐⭐⭐ | ⭐⭐⭐⭐ | [Brief note] |
+| Feature depth | ⭐⭐⭐⭐ | ⭐⭐⭐⭐⭐ | [Brief note] |

skills/content-strategy/SKILL.md

@@ -0,0 +1,359 @@
+---
+name: content-strategy
+description: When the user wants to plan a content strategy, decide what content to create, or figure out what topics to cover. Also use when the user mentions "content strategy," "what should I write about," "content ideas," "blog strategy," "topic clusters," "content planning," "editorial calendar," "content marketing," "content roadmap," "what content should I create," "blog topics," "content pillars," or "I don't know what to write." Use this whenever someone needs help deciding what content to produce, not just writing it. For writing individual pieces, see copywriting. For SEO-specific audits, see seo-audit. For social media content specifically, see social-content.
+metadata:
+  version: 1.1.0
+---
+
+# Content Strategy
+
+You are a content strategist. Your goal is to help plan content that drives traffic, builds authority, and generates leads by being either searchable, shareable, or both.
+
+## Before Planning
+
+**Check for product marketing context first:**
+If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
+Gather this context (ask if not provided):
+
+### 1. Business Context
+- What does the company do?
+- Who is the ideal customer?
+- What's the primary goal for content? (traffic, leads, brand awareness, thought leadership)
+- What problems does your product solve?
+
+### 2. Customer Research
+- What questions do customers ask before buying?
+- What objections come up in sales calls?
+- What topics appear repeatedly in support tickets?
+- What language do customers use to describe their problems?
+
+### 3. Current State
+- Do you have existing content? What's working?
+- What resources do you have? (writers, budget, time)
+- What content formats can you produce? (written, video, audio)
+
+### 4. Competitive Landscape
+- Who are your main competitors?
+- What content gaps exist in your market?
+
+---
+
+## Searchable vs Shareable
+
+Every piece of content must be searchable, shareable, or both. Prioritize in that order—search traffic is the foundation.
+
+**Searchable content** captures existing demand. Optimized for people actively looking for answers.
+
+**Shareable content** creates demand. Spreads ideas and gets people talking.
+
+### When Writing Searchable Content
+
+- Target a specific keyword or question
+- Match search intent exactly—answer what the searcher wants
+- Use clear titles that match search queries
+- Structure with headings that mirror search patterns
+- Place keywords in title, headings, first paragraph, URL
+- Provide comprehensive coverage (don't leave questions unanswered)
+- Include data, examples, and links to authoritative sources
+- Optimize for AI/LLM discovery: clear positioning, structured content, brand consistency across the web
+
+### When Writing Shareable Content
+
+- Lead with a novel insight, original data, or counterintuitive take
+- Challenge conventional wisdom with well-reasoned arguments
+- Tell stories that make people feel something
+- Create content people want to share to look smart or help others
+- Connect to current trends or emerging problems
+- Share vulnerable, honest experiences others can learn from
+
+---
+
+## Content Types
+
+### Searchable Content Types
+
+**Use-Case Content**
+Formula: [persona] + [use-case]. Targets long-tail keywords.
+- "Project management for designers"
+- "Task tracking for developers"
+- "Client collaboration for freelancers"
+
+**Hub and Spoke**
+Hub = comprehensive overview. Spokes = related subtopics.
+```
+/topic (hub)
+├── /topic/subtopic-1 (spoke)
+├── /topic/subtopic-2 (spoke)
+└── /topic/subtopic-3 (spoke)
+```
+Create hub first, then build spokes. Interlink strategically.
+
+**Note:** Most content works fine under `/blog`. Only use dedicated hub/spoke URL structures for major topics with layered depth (e.g., Atlassian's `/agile` guide). For typical blog posts, `/blog/post-title` is sufficient.
+
+**Template Libraries**
+High-intent keywords + product adoption.
+- Target searches like "marketing plan template"
+- Provide immediate standalone value
+- Show how product enhances the template
+
+### Shareable Content Types
+
+**Thought Leadership**
+- Articulate concepts everyone feels but hasn't named
+- Challenge conventional wisdom with evidence
+- Share vulnerable, honest experiences
+
+**Data-Driven Content**
+- Product data analysis (anonymized insights)
+- Public data analysis (uncover patterns)
+- Original research (run experiments, share results)
+
+**Expert Roundups**
+15-30 experts answering one specific question. Built-in distribution.
+
+**Case Studies**
+Structure: Challenge → Solution → Results → Key learnings
+
+**Meta Content**
+Behind-the-scenes transparency. "How We Got Our First $5k MRR," "Why We Chose Debt Over VC."
+
+For programmatic content at scale, see **programmatic-seo** skill.
+
+---
+
+## Content Pillars and Topic Clusters
+
+Content pillars are the 3-5 core topics your brand will own. Each pillar spawns a cluster of related content.
+
+Most of the time, all content can live under `/blog` with good internal linking between related posts. Dedicated pillar pages with custom URL structures (like `/guides/topic`) are only needed when you're building comprehensive resources with multiple layers of depth.
+
+### How to Identify Pillars
+
+1. **Product-led**: What problems does your product solve?
+2. **Audience-led**: What does your ICP need to learn?
+3. **Search-led**: What topics have volume in your space?
+4. **Competitor-led**: What are competitors ranking for?
+
+### Pillar Structure
+
+```
+Pillar Topic (Hub)
+├── Subtopic Cluster 1
+│   ├── Article A
+│   ├── Article B
+│   └── Article C
+├── Subtopic Cluster 2
+│   ├── Article D
+│   ├── Article E
+│   └── Article F
+└── Subtopic Cluster 3
+    ├── Article G
+    ├── Article H
+    └── Article I
+```
+
+### Pillar Criteria
+
+Good pillars should:
+- Align with your product/service
+- Match what your audience cares about
+- Have search volume and/or social interest
+- Be broad enough for many subtopics
+
+---
+
+## Keyword Research by Buyer Stage
+
+Map topics to the buyer's journey using proven keyword modifiers:
+
+### Awareness Stage
+Modifiers: "what is," "how to," "guide to," "introduction to"
+
+Example: If customers ask about project management basics:
+- "What is Agile Project Management"
+- "Guide to Sprint Planning"
+- "How to Run a Standup Meeting"
+
+### Consideration Stage
+Modifiers: "best," "top," "vs," "alternatives," "comparison"
+
+Example: If customers evaluate multiple tools:
+- "Best Project Management Tools for Remote Teams"
+- "Asana vs Trello vs Monday"
+- "Basecamp Alternatives"
+
+### Decision Stage
+Modifiers: "pricing," "reviews," "demo," "trial," "buy"
+
+Example: If pricing comes up in sales calls:
+- "Project Management Tool Pricing Comparison"
+- "How to Choose the Right Plan"
+- "[Product] Reviews"
+
+### Implementation Stage
+Modifiers: "templates," "examples," "tutorial," "how to use," "setup"
+
+Example: If support tickets show implementation struggles:
+- "Project Template Library"
+- "Step-by-Step Setup Tutorial"
+- "How to Use [Feature]"
+
+---
+
+## Content Ideation Sources
+
+### 1. Keyword Data
+
+If user provides keyword exports (Ahrefs, SEMrush, GSC), analyze for:
+- Topic clusters (group related keywords)
+- Buyer stage (awareness/consideration/decision/implementation)
+- Search intent (informational, commercial, transactional)
+- Quick wins (low competition + decent volume + high relevance)
+- Content gaps (keywords competitors rank for that you don't)
+
+Output as prioritized table:
+| Keyword | Volume | Difficulty | Buyer Stage | Content Type | Priority |
+
+### 2. Call Transcripts
+
+If user provides sales or customer call transcripts, extract:
+- Questions asked → FAQ content or blog posts
+- Pain points → problems in their own words
+- Objections → content to address proactively
+- Language patterns → exact phrases to use (voice of customer)
+- Competitor mentions → what they compared you to
+
+Output content ideas with supporting quotes.
+
+### 3. Survey Responses
+
+If user provides survey data, mine for:
+- Open-ended responses (topics and language)
+- Common themes (30%+ mention = high priority)
+- Resource requests (what they wish existed)
+- Content preferences (formats they want)
+
+### 4. Forum Research
+
+Use web search to find content ideas:
+
+**Reddit:** `site:reddit.com [topic]`
+- Top posts in relevant subreddits
+- Questions and frustrations in comments
+- Upvoted answers (validates what resonates)
+
+**Quora:** `site:quora.com [topic]`
+- Most-followed questions
+- Highly upvoted answers
+
+**Other:** Indie Hackers, Hacker News, Product Hunt, industry Slack/Discord
+
+Extract: FAQs, misconceptions, debates, problems being solved, terminology used.
+
+### 5. Competitor Analysis
+
+Use web search to analyze competitor content:
+
+**Find their content:** `site:competitor.com/blog`
+
+**Analyze:**
+- Top-performing posts (comments, shares)
+- Topics covered repeatedly
+- Gaps they haven't covered
+- Case studies (customer problems, use cases, results)
+- Content structure (pillars, categories, formats)
+
+**Identify opportunities:**
+- Topics you can cover better
+- Angles they're missing
+- Outdated content to improve on
+
+### 6. Sales and Support Input
+
+Extract from customer-facing teams:
+- Common objections
+- Repeated questions
+- Support ticket patterns
+- Success stories
+- Feature requests and underlying problems
+
+---
+
+## Prioritizing Content Ideas
+
+Score each idea on four factors:
+
+### 1. Customer Impact (40%)
+- How frequently did this topic come up in research?
+- What percentage of customers face this challenge?
+- How emotionally charged was this pain point?
+- What's the potential LTV of customers with this need?
+
+### 2. Content-Market Fit (30%)
+- Does this align with problems your product solves?
+- Can you offer unique insights from customer research?
+- Do you have customer stories to support this?
+- Will this naturally lead to product interest?
+
+### 3. Search Potential (20%)
+- What's the monthly search volume?
+- How competitive is this topic?
+- Are there related long-tail opportunities?
+- Is search interest growing or declining?
+
+### 4. Resource Requirements (10%)
+- Do you have expertise to create authoritative content?
+- What additional research is needed?
+- What assets (graphics, data, examples) will you need?
+
+### Scoring Template
+
+| Idea | Customer Impact (40%) | Content-Market Fit (30%) | Search Potential (20%) | Resources (10%) | Total |
+|------|----------------------|-------------------------|----------------------|-----------------|-------|
+| Topic A | 8 | 9 | 7 | 6 | 8.0 |
+| Topic B | 6 | 7 | 9 | 8 | 7.1 |
+
+---
+
+## Output Format
+
+When creating a content strategy, provide:
+
+### 1. Content Pillars
+- 3-5 pillars with rationale
+- Subtopic clusters for each pillar
+- How pillars connect to product
+
+### 2. Priority Topics
+For each recommended piece:
+- Topic/title
+- Searchable, shareable, or both
+- Content type (use-case, hub/spoke, thought leadership, etc.)
+- Target keyword and buyer stage
+- Why this topic (customer research backing)
+
+### 3. Topic Cluster Map
+Visual or structured representation of how content interconnects.
+
+---
+
+## Task-Specific Questions
+
+1. What patterns emerge from your last 10 customer conversations?
+2. What questions keep coming up in sales calls?
+3. Where are competitors' content efforts falling short?
+4. What unique insights from customer research aren't being shared elsewhere?
+5. Which existing content drives the most conversions, and why?
+
+---
+
+## Related Skills
+
+- **copywriting**: For writing individual content pieces
+- **seo-audit**: For technical SEO and on-page optimization
+- **ai-seo**: For optimizing content for AI search engines and getting cited by LLMs
+- **programmatic-seo**: For scaled content generation
+- **site-architecture**: For page hierarchy, navigation design, and URL structure
+- **email-sequence**: For email-based content
+- **social-content**: For social media content

skills/copy-editing/SKILL.md

@@ -1,6 +1,8 @@
 ---
 name: copy-editing
-description: "When the user wants to edit, review, or improve existing marketing copy. Also use when the user mentions 'edit this copy,' 'review my copy,' 'copy feedback,' 'proofread,' 'polish this,' 'make this better,' or 'copy sweep.' This skill provides a systematic approach to editing marketing copy through multiple focused passes."
+description: "When the user wants to edit, review, or improve existing marketing copy. Also use when the user mentions 'edit this copy,' 'review my copy,' 'copy feedback,' 'proofread,' 'polish this,' 'make this better,' 'copy sweep,' 'tighten this up,' 'this reads awkwardly,' 'clean up this text,' 'too wordy,' or 'sharpen the messaging.' Use this when the user already has copy and wants it improved rather than rewritten from scratch. For writing new copy, see copywriting."
+metadata:
+  version: 1.1.0
 ---
 
 # Copy Editing
@@ -9,6 +11,9 @@ You are an expert copy editor specializing in marketing and conversion copy. You
 
 ## Core Philosophy
 
+**Check for product marketing context first:**
+If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before editing. Use brand voice and customer language from that context to guide your edits.
+
 Good copy editing isn't about rewriting—it's about enhancing. Each pass focuses on one dimension, catching issues that get missed when you try to fix everything at once.
 
 **Key principles:**
@@ -408,15 +413,18 @@ This iterative process ensures each edit doesn't create new problems while respe
 
 ---
 
-## Questions to Ask
+## References
+
+- [Plain English Alternatives](references/plain-english-alternatives.md): Replace complex words with simpler alternatives
+
+---
+
+## Task-Specific Questions
 
-If you need more context:
 1. What's the goal of this copy? (Awareness, conversion, retention)
-2. Who's the target audience?
-3. What action should readers take?
-4. What's the brand voice? (Casual, professional, playful, authoritative)
-5. Are there specific concerns or known issues?
-6. What proof/evidence do you have available?
+2. What action should readers take?
+3. Are there specific concerns or known issues?
+4. What proof/evidence do you have available?
 
 ---
 

skills/copy-editing/references/plain-english-alternatives.md

@@ -0,0 +1,394 @@
+# Plain English Alternatives
+
+Replace complex or pompous words with plain English alternatives.
+
+Source: Plain English Campaign A-Z of Alternative Words (2001), Australian Government Style Manual (2024), plainlanguage.gov
+
+---
+
+## Contents
+- A
+- B
+- C
+- D
+- E
+- F
+- G-H
+- I
+- L-M
+- N-O
+- P
+- R
+- S
+- T-U
+- V-Z
+- Phrases to Remove Entirely
+
+## A
+
+| Complex | Plain Alternative |
+|---------|-------------------|
+| (an) absence of | no, none |
+| abundance | enough, plenty, many |
+| accede to | allow, agree to |
+| accelerate | speed up |
+| accommodate | meet, hold, house |
+| accomplish | do, finish, complete |
+| accordingly | so, therefore |
+| acknowledge | thank you for, confirm |
+| acquire | get, buy, obtain |
+| additional | extra, more |
+| adjacent | next to |
+| advantageous | useful, helpful |
+| advise | tell, say, inform |
+| aforesaid | this, earlier |
+| aggregate | total |
+| alleviate | ease, reduce |
+| allocate | give, share, assign |
+| alternative | other, choice |
+| ameliorate | improve |
+| anticipate | expect |
+| apparent | clear, obvious |
+| appreciable | large, noticeable |
+| appropriate | proper, right, suitable |
+| approximately | about, roughly |
+| ascertain | find out |
+| assistance | help |
+| at the present time | now |
+| attempt | try |
+| authorise | allow, let |
+
+---
+
+## B
+
+| Complex | Plain Alternative |
+|---------|-------------------|
+| belated | late |
+| beneficial | helpful, useful |
+| bestow | give |
+| by means of | by |
+
+---
+
+## C
+
+| Complex | Plain Alternative |
+|---------|-------------------|
+| calculate | work out |
+| cease | stop, end |
+| circumvent | avoid, get around |
+| clarification | explanation |
+| commence | start, begin |
+| communicate | tell, talk, write |
+| competent | able |
+| compile | collect, make |
+| complete | fill in, finish |
+| component | part |
+| comprise | include, make up |
+| (it is) compulsory | (you) must |
+| conceal | hide |
+| concerning | about |
+| consequently | so |
+| considerable | large, great, much |
+| constitute | make up, form |
+| consult | ask, talk to |
+| consumption | use |
+| currently | now |
+
+---
+
+## D
+
+| Complex | Plain Alternative |
+|---------|-------------------|
+| deduct | take off |
+| deem | treat as, consider |
+| defer | delay, put off |
+| deficiency | lack |
+| delete | remove, cross out |
+| demonstrate | show, prove |
+| denote | show, mean |
+| designate | name, appoint |
+| despatch/dispatch | send |
+| determine | decide, find out |
+| detrimental | harmful |
+| diminish | reduce, lessen |
+| discontinue | stop |
+| disseminate | spread, distribute |
+| documentation | papers, documents |
+| due to the fact that | because |
+| duration | time, length |
+| dwelling | home |
+
+---
+
+## E
+
+| Complex | Plain Alternative |
+|---------|-------------------|
+| economical | cheap, good value |
+| eligible | allowed, qualified |
+| elucidate | explain |
+| enable | allow |
+| encounter | meet |
+| endeavour | try |
+| enquire | ask |
+| ensure | make sure |
+| entitlement | right |
+| envisage | expect |
+| equivalent | equal, the same |
+| erroneous | wrong |
+| establish | set up, show |
+| evaluate | assess, test |
+| excessive | too much |
+| exclusively | only |
+| exempt | free from |
+| expedite | speed up |
+| expenditure | spending |
+| expire | run out |
+
+---
+
+## F
+
+| Complex | Plain Alternative |
+|---------|-------------------|
+| fabricate | make |
+| facilitate | help, make possible |
+| finalise | finish, complete |
+| following | after |
+| for the purpose of | to, for |
+| for the reason that | because |
+| forthwith | now, at once |
+| forward | send |
+| frequently | often |
+| furnish | give, provide |
+| furthermore | also, and |
+
+---
+
+## G-H
+
+| Complex | Plain Alternative |
+|---------|-------------------|
+| generate | produce, create |
+| henceforth | from now on |
+| hitherto | until now |
+
+---
+
+## I
+
+| Complex | Plain Alternative |
+|---------|-------------------|
+| if and when | if, when |
+| illustrate | show |
+| immediately | at once, now |
+| implement | carry out, do |
+| imply | suggest |
+| in accordance with | under, following |
+| in addition to | and, also |
+| in conjunction with | with |
+| in excess of | more than |
+| in lieu of | instead of |
+| in order to | to |
+| in receipt of | receive |
+| in relation to | about |
+| in respect of | about, for |
+| in the event of | if |
+| in the majority of instances | most, usually |
+| in the near future | soon |
+| in view of the fact that | because |
+| inception | start |
+| indicate | show, suggest |
+| inform | tell |
+| initiate | start, begin |
+| insert | put in |
+| instances | cases |
+| irrespective of | despite |
+| issue | give, send |
+
+---
+
+## L-M
+
+| Complex | Plain Alternative |
+|---------|-------------------|
+| (a) large number of | many |
+| liaise with | work with, talk to |
+| locality | place, area |
+| locate | find |
+| magnitude | size |
+| (it is) mandatory | (you) must |
+| manner | way |
+| modification | change |
+| moreover | also, and |
+
+---
+
+## N-O
+
+| Complex | Plain Alternative |
+|---------|-------------------|
+| negligible | small |
+| nevertheless | but, however |
+| notify | tell |
+| notwithstanding | despite, even if |
+| numerous | many |
+| objective | aim, goal |
+| (it is) obligatory | (you) must |
+| obtain | get |
+| occasioned by | caused by |
+| on behalf of | for |
+| on numerous occasions | often |
+| on receipt of | when you get |
+| on the grounds that | because |
+| operate | work, run |
+| optimum | best |
+| option | choice |
+| otherwise | or |
+| outstanding | unpaid |
+| owing to | because |
+
+---
+
+## P
+
+| Complex | Plain Alternative |
+|---------|-------------------|
+| partially | partly |
+| participate | take part |
+| particulars | details |
+| per annum | a year |
+| perform | do |
+| permit | let, allow |
+| personnel | staff, people |
+| peruse | read |
+| possess | have, own |
+| practically | almost |
+| predominant | main |
+| prescribe | set |
+| preserve | keep |
+| previous | earlier, before |
+| principal | main |
+| prior to | before |
+| proceed | go ahead |
+| procure | get |
+| prohibit | ban, stop |
+| promptly | quickly |
+| provide | give |
+| provided that | if |
+| provisions | rules, terms |
+| proximity | nearness |
+| purchase | buy |
+| pursuant to | under |
+
+---
+
+## R
+
+| Complex | Plain Alternative |
+|---------|-------------------|
+| reconsider | think again |
+| reduction | cut |
+| referred to as | called |
+| regarding | about |
+| reimburse | repay |
+| reiterate | repeat |
+| relating to | about |
+| remain | stay |
+| remainder | rest |
+| remuneration | pay |
+| render | make, give |
+| represent | stand for |
+| request | ask |
+| require | need |
+| residence | home |
+| retain | keep |
+| revised | changed, new |
+
+---
+
+## S
+
+| Complex | Plain Alternative |
+|---------|-------------------|
+| scrutinise | examine, check |
+| select | choose |
+| solely | only |
+| specified | given, stated |
+| state | say |
+| statutory | legal, by law |
+| subject to | depending on |
+| submit | send, give |
+| subsequent to | after |
+| subsequently | later |
+| substantial | large, much |
+| sufficient | enough |
+| supplement | add to |
+| supplementary | extra |
+
+---
+
+## T-U
+
+| Complex | Plain Alternative |
+|---------|-------------------|
+| terminate | end, stop |
+| thereafter | then |
+| thereby | by this |
+| thus | so |
+| to date | so far |
+| transfer | move |
+| transmit | send |
+| ultimately | in the end |
+| undertake | agree, do |
+| uniform | same |
+| utilise | use |
+
+---
+
+## V-Z
+
+| Complex | Plain Alternative |
+|---------|-------------------|
+| variation | change |
+| virtually | almost |
+| visualise | imagine, see |
+| ways and means | ways |
+| whatsoever | any |
+| with a view to | to |
+| with effect from | from |
+| with reference to | about |
+| with regard to | about |
+| with respect to | about |
+| zone | area |
+
+---
+
+## Phrases to Remove Entirely
+
+These phrases often add nothing. Delete them:
+
+- a total of
+- absolutely
+- actually
+- all things being equal
+- as a matter of fact
+- at the end of the day
+- at this moment in time
+- basically
+- currently (when "now" or nothing works)
+- I am of the opinion that (use: I think)
+- in due course (use: soon, or say when)
+- in the final analysis
+- it should be understood
+- last but not least
+- obviously
+- of course
+- quite
+- really
+- the fact of the matter is
+- to all intents and purposes
+- very

skills/copywriting/SKILL.md

@@ -1,6 +1,8 @@
 ---
 name: copywriting
-description: When the user wants to write, rewrite, or improve marketing copy for any page — including homepage, landing pages, pricing pages, feature pages, about pages, or product pages. Also use when the user says "write copy for," "improve this copy," "rewrite this page," "marketing copy," "headline help," or "CTA copy." For email copy, see email-sequence. For popup copy, see popup-cro.
+description: When the user wants to write, rewrite, or improve marketing copy for any page — including homepage, landing pages, pricing pages, feature pages, about pages, or product pages. Also use when the user says "write copy for," "improve this copy," "rewrite this page," "marketing copy," "headline help," "CTA copy," "value proposition," "tagline," "subheadline," "hero section copy," "above the fold," "this copy is weak," "make this more compelling," or "help me describe my product." Use this whenever someone is working on website text that needs to persuade or convert. For email copy, see email-sequence. For popup copy, see popup-cro. For editing existing copy, see copy-editing.
+metadata:
+  version: 1.1.0
 ---
 
 # Copywriting
@@ -9,17 +11,18 @@ You are an expert conversion copywriter. Your goal is to write marketing copy th
 
 ## Before Writing
 
+**Check for product marketing context first:**
+If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
 Gather this context (ask if not provided):
 
 ### 1. Page Purpose
-- What type of page is this? (homepage, landing page, pricing, feature, about)
+- What type of page? (homepage, landing page, pricing, feature, about)
 - What is the ONE primary action you want visitors to take?
-- What's the secondary action (if any)?
 
 ### 2. Audience
-- Who is the ideal customer for this page?
+- Who is the ideal customer?
 - What problem are they trying to solve?
-- What have they already tried?
 - What objections or hesitations do they have?
 - What language do they use to describe their problem?
 
@@ -32,66 +35,49 @@ Gather this context (ask if not provided):
 ### 4. Context
 - Where is traffic coming from? (ads, organic, email)
 - What do visitors already know before arriving?
-- What messaging are they seeing before this page?
 
 ---
 
 ## Copywriting Principles
 
 ### Clarity Over Cleverness
-- If you have to choose between clear and creative, choose clear
-- Every sentence should have one job
-- Remove words that don't add meaning
+If you have to choose between clear and creative, choose clear.
 
 ### Benefits Over Features
-- Features: What it does
-- Benefits: What that means for the customer
-- Always connect features to outcomes
+Features: What it does. Benefits: What that means for the customer.
 
 ### Specificity Over Vagueness
 - Vague: "Save time on your workflow"
 - Specific: "Cut your weekly reporting from 4 hours to 15 minutes"
 
 ### Customer Language Over Company Language
-- Use words your customers use
-- Avoid jargon unless your audience uses it
-- Mirror voice-of-customer from reviews, interviews, support tickets
+Use words your customers use. Mirror voice-of-customer from reviews, interviews, support tickets.
 
 ### One Idea Per Section
-- Don't try to say everything everywhere
-- Each section should advance one argument
-- Build a logical flow down the page
+Each section should advance one argument. Build a logical flow down the page.
 
 ---
 
 ## Writing Style Rules
 
-Follow these core principles. For detailed editing checks and word-by-word polish, use the **copy-editing** skill after your initial draft.
+### Core Principles
 
-### Core Style Principles
-
-1. **Simple over complex** — Use everyday words. "Use" instead of "utilize," "help" instead of "facilitate."
-
-2. **Specific over vague** — Avoid words like "streamline," "optimize," "innovative" that sound good but mean nothing.
-
-3. **Active over passive** — "We generate reports" not "Reports are generated."
-
-4. **Confident over qualified** — Remove hedging words like "almost," "very," "really."
-
-5. **Show over tell** — Describe the outcome instead of using adverbs like "instantly" or "easily."
-
-6. **Honest over sensational** — Never fabricate statistics, claims, or testimonials.
+1. **Simple over complex** — "Use" not "utilize," "help" not "facilitate"
+2. **Specific over vague** — Avoid "streamline," "optimize," "innovative"
+3. **Active over passive** — "We generate reports" not "Reports are generated"
+4. **Confident over qualified** — Remove "almost," "very," "really"
+5. **Show over tell** — Describe the outcome instead of using adverbs
+6. **Honest over sensational** — Never fabricate statistics or testimonials
 
 ### Quick Quality Check
 
-Before finalizing, scan for:
-- Jargon that could confuse outsiders
-- Sentences trying to do too much (max 3 conjunctions)
-- Passive voice constructions
-- Exclamation points (remove them)
-- Marketing buzzwords without substance
+- Jargon that could confuse outsiders?
+- Sentences trying to do too much?
+- Passive voice constructions?
+- Exclamation points? (remove them)
+- Marketing buzzwords without substance?
 
-For a thorough line-by-line review, run the copy through the **copy-editing** skill's Seven Sweeps framework.
+For thorough line-by-line review, use the **copy-editing** skill after your draft.
 
 ---
 
@@ -106,252 +92,73 @@ Get to the point. Don't bury the value in qualifications.
 
 ### Use Rhetorical Questions
 Questions engage readers and make them think about their own situation.
+- "Hate returning stuff to Amazon?"
+- "Tired of chasing approvals?"
 
-✅ Hate returning stuff to Amazon?
-
-✅ Need to share a screenshot?
-
-✅ Tired of chasing approvals?
-
-### Use Analogies and Metaphors
-When appropriate, analogies make abstract concepts concrete and memorable.
-
-❌ Slack lets you share files instantly, from documents to images, directly in your conversations
-
-✅ Imagine Slack's file-sharing as a digital whiteboard where everyone can post files, images, and updates in real time.
+### Use Analogies When Helpful
+Analogies make abstract concepts concrete and memorable.
 
 ### Pepper in Humor (When Appropriate)
-Puns, wit, and humor make copy memorable—but only if it fits the brand and doesn't undermine clarity.
+Puns and wit make copy memorable—but only if it fits the brand and doesn't undermine clarity.
 
 ---
 
 ## Page Structure Framework
 
-### Above the Fold (First Screen)
+### Above the Fold
 
 **Headline**
 - Your single most important message
-- Should communicate core value proposition
+- Communicate core value proposition
 - Specific > generic
 
-**Headline Formulas:**
+**Example formulas:**
+- "{Achieve outcome} without {pain point}"
+- "The {category} for {audience}"
+- "Never {unpleasant event} again"
+- "{Question highlighting main pain point}"
 
-**{Achieve desirable outcome} without {pain point}**
-*Example: Understand how users are really experiencing your site without drowning in numbers*
+**For comprehensive headline formulas**: See [references/copy-frameworks.md](references/copy-frameworks.md)
 
-**The {opposite of usual process} way to {achieve desirable outcome}**
-*Example: The easiest way to turn your passion into income*
-
-**Never {unpleasant event} again**
-*Example: Never miss a sales opportunity again*
-
-**{Key feature/product type} for {target audience}**
-*Example: Advanced analytics for Shopify e-commerce*
-
-**{Key feature/product type} for {target audience} to {what it's used for}**
-*Example: An online whiteboard for teams to ideate and brainstorm together*
-
-**You don't have to {skills or resources} to {achieve desirable outcome}**
-*Example: With Ahrefs, you don't have to be an SEO pro to rank higher and get more traffic*
-
-**{Achieve desirable outcome} by {how product makes it possible}**
-*Example: Generate more leads by seeing which companies visit your site*
-
-**{Key benefit of your product}**
-*Example: Sound clear in online meetings*
-
-**{Question highlighting the main pain point}**
-*Example: Hate returning stuff to Amazon?*
-
-**Turn {input} into {outcome}**
-*Example: Turn your hard-earned sales into repeat customers*
-
-**Additional formulas:**
-- "[Achieve outcome] in [timeframe]"
-- "The [category] that [key differentiator]"
-- "Stop [pain]. Start [pleasure]."
-- "[Number] [people] use [product] to [outcome]"
+**For natural transition phrases**: See [references/natural-transitions.md](references/natural-transitions.md)
 
 **Subheadline**
-- Expands on the headline
-- Adds specificity or addresses secondary concern
+- Expands on headline
+- Adds specificity
 - 1-2 sentences max
 
 **Primary CTA**
 - Action-oriented button text
-- Communicate what they get, not what they do
-- "Start Free Trial" > "Sign Up"
-- "Get Your Report" > "Submit"
+- Communicate what they get: "Start Free Trial" > "Sign Up"
 
-**Supporting Visual**
-- Product screenshot, demo, or hero image
-- Should reinforce the message, not distract
+### Core Sections
 
-### Social Proof Section
+| Section | Purpose |
+|---------|---------|
+| Social Proof | Build credibility (logos, stats, testimonials) |
+| Problem/Pain | Show you understand their situation |
+| Solution/Benefits | Connect to outcomes (3-5 key benefits) |
+| How It Works | Reduce perceived complexity (3-4 steps) |
+| Objection Handling | FAQ, comparisons, guarantees |
+| Final CTA | Recap value, repeat CTA, risk reversal |
 
-Options (use 1-2):
-- Customer logos (recognizable > many)
-- Key metric ("10,000+ teams")
-- Short testimonial with attribution
-- Star rating with review count
-
-### Problem/Pain Section
-
-- Articulate the problem better than they can
-- Show you understand their situation
-- Create recognition ("that's exactly my problem")
-
-Structure:
-- "You know the feeling..." or "If you're like most [role]..."
-- Describe the specific frustrations
-- Hint at the cost of not solving it
-
-### Solution/Benefits Section
-
-- Bridge from problem to your solution
-- Focus on 3-5 key benefits (not 10)
-- Each benefit: headline + short explanation + proof point if available
-
-Format options:
-- Benefit blocks with icons
-- Before/after comparison
-- Feature → Benefit → Proof structure
-
-### How It Works Section
-
-- Reduce perceived complexity
-- 3-4 step process
-- Each step: simple action + outcome
-
-Example:
-1. "Connect your tools (2 minutes)"
-2. "Set your preferences"
-3. "Get automated reports every Monday"
-
-### Social Proof (Detailed)
-
-- Full testimonials with:
-  - Specific results
-  - Customer name, role, company
-  - Photo if possible
-- Case study snippets
-- Logos section (if not above)
-
-### Objection Handling
-
-Common objections to address:
-- "Is this right for my situation?"
-- "What if it doesn't work?"
-- "Is it hard to set up?"
-- "How is this different from X?"
-
-Formats:
-- FAQ section
-- Comparison table
-- Guarantee/promise section
-- "Built for [specific audience]" section
-
-### Final CTA Section
-
-- Recap the value proposition
-- Repeat the primary CTA
-- Add urgency if genuine (deadline, limited availability)
-- Risk reversal (guarantee, free trial, no credit card)
-
----
-
-## Landing Page Section Variety
-
-A great landing page isn't just a list of features. Use a variety of section types to create an engaging, persuasive narrative. Mix and match from these:
-
-### Section Types to Include
-
-**How It Works (Numbered Steps)**
-Walk users through the process in 3-4 clear steps. Reduces perceived complexity and shows the path to value.
-
-**Alternative/Competitor Comparison**
-Show how you stack up against the status quo or competitors. Tables, side-by-side comparisons, or "Unlike X, we..." sections.
-
-**Founder Manifesto / Our Story**
-Share why you built this and what you believe. Creates emotional connection and differentiates from faceless competitors.
-
-**Testimonials**
-Customer quotes with names, photos, and specific results. Multiple formats: quote cards, video testimonials, tweet embeds.
-
-**Case Studies**
-Deeper stories of customer success. Problem → Solution → Results format with specific metrics.
-
-**Use Cases**
-Show different ways the product is used. Helps visitors self-identify: "This is for people like me."
-
-**Personas / "Built For" Sections**
-Explicitly call out who the product is for: "Perfect for marketers," "Built for agencies," etc.
-
-**Stats and Social Proof**
-Key metrics that build credibility: "10,000+ customers," "4.9/5 rating," "$2M saved for customers."
-
-**Demo / Product Tour**
-Interactive demos, video walkthroughs, or GIF previews showing the product in action.
-
-**FAQ Section**
-Address common objections and questions. Good for SEO and reducing support burden.
-
-**Integrations / Partners**
-Show what tools you connect with. Logos build credibility and answer "Will this work with my stack?"
-
-**Pricing Preview**
-Even on non-pricing pages, a pricing teaser can move decision-makers forward.
-
-**Guarantee / Risk Reversal**
-Money-back guarantee, free trial terms, or "cancel anytime" messaging reduces friction.
-
-### Recommended Section Mix
-
-For a landing page, aim for variety. Don't just stack features:
-
-**Typical Feature-Heavy Page (Weak):**
-1. Hero
-2. Feature 1
-3. Feature 2
-4. Feature 3
-5. Feature 4
-6. CTA
-
-**Varied, Engaging Page (Strong):**
-1. Hero with clear value prop
-2. Social proof bar (logos or stats)
-3. Problem/pain section
-4. How it works (3 steps)
-5. Key benefits (2-3, not 10)
-6. Testimonial
-7. Use cases or personas
-8. Comparison to alternatives
-9. Case study snippet
-10. FAQ
-11. Final CTA with guarantee
+**For detailed section types and page templates**: See [references/copy-frameworks.md](references/copy-frameworks.md)
 
 ---
 
 ## CTA Copy Guidelines
 
 **Weak CTAs (avoid):**
-- Submit
-- Sign Up
-- Learn More
-- Click Here
-- Get Started
+- Submit, Sign Up, Learn More, Click Here, Get Started
 
 **Strong CTAs (use):**
 - Start Free Trial
 - Get [Specific Thing]
 - See [Product] in Action
 - Create Your First [Thing]
-- Book My Demo
 - Download the Guide
-- Try It Free
 
-**CTA formula:**
-[Action Verb] + [What They Get] + [Qualifier if needed]
+**Formula:** [Action Verb] + [What They Get] + [Qualifier if needed]
 
 Examples:
 - "Start My Free Trial"
@@ -360,72 +167,36 @@ Examples:
 
 ---
 
-## Output Format
-
-When writing copy, provide:
-
-### Page Copy
-Organized by section with clear labels:
-- Headline
-- Subheadline
-- CTA
-- Section headers
-- Body copy
-- Secondary CTAs
-
-### Annotations
-For key elements, explain:
-- Why you made this choice
-- What principle it applies
-- Alternatives considered
-
-### Alternatives
-For headlines and CTAs, provide 2-3 options:
-- Option A: [copy] — [rationale]
-- Option B: [copy] — [rationale]
-- Option C: [copy] — [rationale]
-
-### Meta Content (if relevant)
-- Page title (for SEO)
-- Meta description
-
----
-
 ## Page-Specific Guidance
 
-### Homepage Copy
+### Homepage
 - Serve multiple audiences without being generic
 - Lead with broadest value proposition
 - Provide clear paths for different visitor intents
-- Balance "ready to buy" and "still researching"
 
-### Landing Page Copy
+### Landing Page
 - Single message, single CTA
 - Match headline to ad/traffic source
 - Complete argument on one page
-- Remove distractions (often no nav)
 
-### Pricing Page Copy
+### Pricing Page
 - Help visitors choose the right plan
-- Clarify what's included at each level
 - Address "which is right for me?" anxiety
 - Make recommended plan obvious
 
-### Feature Page Copy
-- Connect feature to benefit to outcome
+### Feature Page
+- Connect feature → benefit → outcome
 - Show use cases and examples
-- Differentiate from competitors' versions
 - Clear path to try or buy
 
-### About Page Copy
+### About Page
 - Tell the story of why you exist
-- Connect company mission to customer benefit
-- Build trust through transparency
-- Still include a CTA (it's still a marketing page)
+- Connect mission to customer benefit
+- Still include a CTA
 
 ---
 
-## Voice and Tone Considerations
+## Voice and Tone
 
 Before writing, establish:
 
@@ -439,17 +210,43 @@ Before writing, establish:
 - Bold or understated?
 - Technical or accessible?
 
-Maintain consistency throughout, but adjust intensity:
+Maintain consistency, but adjust intensity:
 - Headlines can be bolder
 - Body copy should be clearer
 - CTAs should be action-oriented
 
 ---
 
+## Output Format
+
+When writing copy, provide:
+
+### Page Copy
+Organized by section:
+- Headline, Subheadline, CTA
+- Section headers and body copy
+- Secondary CTAs
+
+### Annotations
+For key elements, explain:
+- Why you made this choice
+- What principle it applies
+
+### Alternatives
+For headlines and CTAs, provide 2-3 options:
+- Option A: [copy] — [rationale]
+- Option B: [copy] — [rationale]
+
+### Meta Content (if relevant)
+- Page title (for SEO)
+- Meta description
+
+---
+
 ## Related Skills
 
-- **copy-editing**: For polishing and improving existing copy (use after writing your first draft)
-- **page-cro**: If the page structure/strategy needs work, not just copy
+- **copy-editing**: For polishing existing copy (use after your draft)
+- **page-cro**: If page structure/strategy needs work, not just copy
 - **email-sequence**: For email copywriting
 - **popup-cro**: For popup and modal copy
-- **ab-test-setup**: To test copy variations properly
+- **ab-test-setup**: To test copy variations

skills/copywriting/references/copy-frameworks.md

@@ -0,0 +1,344 @@
+# Copy Frameworks Reference
+
+Headline formulas, page section types, and structural templates.
+
+## Contents
+- Headline Formulas (outcome-focused, problem-focused, audience-focused, differentiation-focused, proof-focused, additional formulas)
+- Landing Page Section Types (core sections, supporting sections)
+- Page Structure Templates (feature-heavy page, varied engaging page, compact landing page, enterprise/B2B landing page, product launch page)
+- Section Writing Tips (problem section, benefits section, how it works section, testimonial selection)
+
+## Headline Formulas
+
+### Outcome-Focused
+
+**{Achieve desirable outcome} without {pain point}**
+> Understand how users are really experiencing your site without drowning in numbers
+
+**{Achieve desirable outcome} by {how product makes it possible}**
+> Generate more leads by seeing which companies visit your site
+
+**Turn {input} into {outcome}**
+> Turn your hard-earned sales into repeat customers
+
+**[Achieve outcome] in [timeframe]**
+> Get your tax refund in 10 days
+
+---
+
+### Problem-Focused
+
+**Never {unpleasant event} again**
+> Never miss a sales opportunity again
+
+**{Question highlighting the main pain point}**
+> Hate returning stuff to Amazon?
+
+**Stop [pain]. Start [pleasure].**
+> Stop chasing invoices. Start getting paid on time.
+
+---
+
+### Audience-Focused
+
+**{Key feature/product type} for {target audience}**
+> Advanced analytics for Shopify e-commerce
+
+**{Key feature/product type} for {target audience} to {what it's used for}**
+> An online whiteboard for teams to ideate and brainstorm together
+
+**You don't have to {skills or resources} to {achieve desirable outcome}**
+> With Ahrefs, you don't have to be an SEO pro to rank higher and get more traffic
+
+---
+
+### Differentiation-Focused
+
+**The {opposite of usual process} way to {achieve desirable outcome}**
+> The easiest way to turn your passion into income
+
+**The [category] that [key differentiator]**
+> The CRM that updates itself
+
+---
+
+### Proof-Focused
+
+**[Number] [people] use [product] to [outcome]**
+> 50,000 marketers use Drip to send better emails
+
+**{Key benefit of your product}**
+> Sound clear in online meetings
+
+---
+
+### Additional Formulas
+
+**The simple way to {outcome}**
+> The simple way to track your time
+
+**Finally, {category} that {benefit}**
+> Finally, accounting software that doesn't suck
+
+**{Outcome} without {common pain}**
+> Build your website without writing code
+
+**Get {benefit} from your {thing}**
+> Get more revenue from your existing traffic
+
+**{Action verb} your {thing} like {admirable example}**
+> Market your SaaS like a Fortune 500
+
+**What if you could {desirable outcome}?**
+> What if you could close deals 30% faster?
+
+**Everything you need to {outcome}**
+> Everything you need to launch your course
+
+**The {adjective} {category} built for {audience}**
+> The lightweight CRM built for startups
+
+---
+
+## Landing Page Section Types
+
+### Core Sections
+
+**Hero (Above the Fold)**
+- Headline + subheadline
+- Primary CTA
+- Supporting visual (product screenshot, hero image)
+- Optional: Social proof bar
+
+**Social Proof Bar**
+- Customer logos (recognizable > many)
+- Key metric ("10,000+ teams")
+- Star rating with review count
+- Short testimonial snippet
+
+**Problem/Pain Section**
+- Articulate their problem better than they can
+- Create recognition ("that's exactly my situation")
+- Hint at cost of not solving it
+
+**Solution/Benefits Section**
+- Bridge from problem to your solution
+- 3-5 key benefits (not 10)
+- Each: headline + explanation + proof if available
+
+**How It Works**
+- 3-4 numbered steps
+- Reduces perceived complexity
+- Each step: action + outcome
+
+**Final CTA Section**
+- Recap value proposition
+- Repeat primary CTA
+- Risk reversal (guarantee, free trial)
+
+---
+
+### Supporting Sections
+
+**Testimonials**
+- Full quotes with names, roles, companies
+- Photos when possible
+- Specific results over vague praise
+- Formats: quote cards, video, tweet embeds
+
+**Case Studies**
+- Problem → Solution → Results
+- Specific metrics and outcomes
+- Customer name and context
+- Can be snippets with "Read more" links
+
+**Use Cases**
+- Different ways product is used
+- Helps visitors self-identify
+- "For marketers who need X" format
+
+**Personas / "Built For" Sections**
+- Explicitly call out target audience
+- "Perfect for [role]" blocks
+- Addresses "Is this for me?" question
+
+**FAQ Section**
+- Address common objections
+- Good for SEO
+- Reduces support burden
+- 5-10 most common questions
+
+**Comparison Section**
+- vs. competitors (name them or don't)
+- vs. status quo (spreadsheets, manual processes)
+- Tables or side-by-side format
+
+**Integrations / Partners**
+- Logos of tools you connect with
+- "Works with your stack" messaging
+- Builds credibility
+
+**Founder Story / Manifesto**
+- Why you built this
+- What you believe
+- Emotional connection
+- Differentiates from faceless competitors
+
+**Demo / Product Tour**
+- Interactive demos
+- Video walkthroughs
+- GIF previews
+- Shows product in action
+
+**Pricing Preview**
+- Teaser even on non-pricing pages
+- Starting price or "from $X/mo"
+- Moves decision-makers forward
+
+**Guarantee / Risk Reversal**
+- Money-back guarantee
+- Free trial terms
+- "Cancel anytime"
+- Reduces friction
+
+**Stats Section**
+- Key metrics that build credibility
+- "10,000+ customers"
+- "4.9/5 rating"
+- "$2M saved for customers"
+
+---
+
+## Page Structure Templates
+
+### Feature-Heavy Page (Weak)
+
+```
+1. Hero
+2. Feature 1
+3. Feature 2
+4. Feature 3
+5. Feature 4
+6. CTA
+```
+
+This is a list, not a persuasive narrative.
+
+---
+
+### Varied, Engaging Page (Strong)
+
+```
+1. Hero with clear value prop
+2. Social proof bar (logos or stats)
+3. Problem/pain section
+4. How it works (3 steps)
+5. Key benefits (2-3, not 10)
+6. Testimonial
+7. Use cases or personas
+8. Comparison to alternatives
+9. Case study snippet
+10. FAQ
+11. Final CTA with guarantee
+```
+
+This tells a story and addresses objections.
+
+---
+
+### Compact Landing Page
+
+```
+1. Hero (headline, subhead, CTA, image)
+2. Social proof bar
+3. 3 key benefits with icons
+4. Testimonial
+5. How it works (3 steps)
+6. Final CTA with guarantee
+```
+
+Good for ad landing pages where brevity matters.
+
+---
+
+### Enterprise/B2B Landing Page
+
+```
+1. Hero (outcome-focused headline)
+2. Logo bar (recognizable companies)
+3. Problem section (business pain)
+4. Solution overview
+5. Use cases by role/department
+6. Security/compliance section
+7. Integration logos
+8. Case study with metrics
+9. ROI/value section
+10. Contact/demo CTA
+```
+
+Addresses enterprise buyer concerns.
+
+---
+
+### Product Launch Page
+
+```
+1. Hero with launch announcement
+2. Video demo or walkthrough
+3. Feature highlights (3-5)
+4. Before/after comparison
+5. Early testimonials
+6. Launch pricing or early access offer
+7. CTA with urgency
+```
+
+Good for ProductHunt, launches, or announcements.
+
+---
+
+## Section Writing Tips
+
+### Problem Section
+
+Start with phrases like:
+- "You know the feeling..."
+- "If you're like most [role]..."
+- "Every day, [audience] struggles with..."
+- "We've all been there..."
+
+Then describe:
+- The specific frustration
+- The time/money wasted
+- The impact on their work/life
+
+### Benefits Section
+
+For each benefit, include:
+- **Headline**: The outcome they get
+- **Body**: How it works (1-2 sentences)
+- **Proof**: Number, testimonial, or example (optional)
+
+### How It Works Section
+
+Each step should be:
+- **Numbered**: Creates sense of progress
+- **Simple verb**: "Connect," "Set up," "Get"
+- **Outcome-oriented**: What they get from this step
+
+Example:
+1. Connect your tools (takes 2 minutes)
+2. Set your preferences
+3. Get automated reports every Monday
+
+### Testimonial Selection
+
+Best testimonials include:
+- Specific results ("increased conversions by 32%")
+- Before/after context ("We used to spend hours...")
+- Role + company for credibility
+- Something quotable and specific
+
+Avoid testimonials that just say:
+- "Great product!"
+- "Love it!"
+- "Easy to use!"

skills/copywriting/references/natural-transitions.md

@@ -0,0 +1,272 @@
+# Natural Transitions
+
+Transitional phrases to guide readers through your content. Good signposting improves readability, user engagement, and helps search engines understand content structure.
+
+Adapted from: University of Manchester Academic Phrasebank (2023), Plain English Campaign, web content best practices
+
+---
+
+## Contents
+- Previewing Content Structure
+- Introducing a New Topic
+- Referring Back
+- Moving Between Sections
+- Indicating Addition
+- Indicating Contrast
+- Indicating Similarity
+- Indicating Cause and Effect
+- Giving Examples
+- Emphasising Key Points
+- Providing Evidence (neutral attribution, expert quotes, supporting claims)
+- Summarising Sections
+- Concluding Content
+- Question-Based Transitions
+- List Introductions
+- Hedging Language
+- Best Practice Guidelines
+- Transitions to Avoid (AI Tells)
+
+## Previewing Content Structure
+
+Use to orient readers and set expectations:
+
+- Here's what we'll cover...
+- This guide walks you through...
+- Below, you'll find...
+- We'll start with X, then move to Y...
+- First, let's look at...
+- Let's break this down step by step.
+- The sections below explain...
+
+---
+
+## Introducing a New Topic
+
+- When it comes to X,...
+- Regarding X,...
+- Speaking of X,...
+- Now let's talk about X.
+- Another key factor is...
+- X is worth exploring because...
+
+---
+
+## Referring Back
+
+Use to connect ideas and reinforce key points:
+
+- As mentioned earlier,...
+- As we covered above,...
+- Remember when we discussed X?
+- Building on that point,...
+- Going back to X,...
+- Earlier, we explained that...
+
+---
+
+## Moving Between Sections
+
+- Now let's look at...
+- Next up:...
+- Moving on to...
+- With that covered, let's turn to...
+- Now that you understand X, here's Y.
+- That brings us to...
+
+---
+
+## Indicating Addition
+
+- Also,...
+- Plus,...
+- On top of that,...
+- What's more,...
+- Another benefit is...
+- Beyond that,...
+- In addition,...
+- There's also...
+
+**Note:** Use "moreover" and "furthermore" sparingly. They can sound AI-generated when overused.
+
+---
+
+## Indicating Contrast
+
+- However,...
+- But,...
+- That said,...
+- On the flip side,...
+- In contrast,...
+- Unlike X, Y...
+- While X is true, Y...
+- Despite this,...
+
+---
+
+## Indicating Similarity
+
+- Similarly,...
+- Likewise,...
+- In the same way,...
+- Just like X, Y also...
+- This mirrors...
+- The same applies to...
+
+---
+
+## Indicating Cause and Effect
+
+- So,...
+- This means...
+- As a result,...
+- That's why...
+- Because of this,...
+- This leads to...
+- The outcome?...
+- Here's what happens:...
+
+---
+
+## Giving Examples
+
+- For example,...
+- For instance,...
+- Here's an example:...
+- Take X, for instance.
+- Consider this:...
+- A good example is...
+- To illustrate,...
+- Like when...
+- Say you want to...
+
+---
+
+## Emphasising Key Points
+
+- Here's the key takeaway:...
+- The important thing is...
+- What matters most is...
+- Don't miss this:...
+- Pay attention to...
+- This is critical:...
+- The bottom line?...
+
+---
+
+## Providing Evidence
+
+Use when citing sources, data, or expert opinions:
+
+### Neutral attribution
+- According to [Source],...
+- [Source] reports that...
+- Research shows that...
+- Data from [Source] indicates...
+- A study by [Source] found...
+
+### Expert quotes
+- As [Expert] puts it,...
+- [Expert] explains,...
+- In the words of [Expert],...
+- [Expert] notes that...
+
+### Supporting claims
+- This is backed by...
+- Evidence suggests...
+- The numbers confirm...
+- This aligns with findings from...
+
+---
+
+## Summarising Sections
+
+- To recap,...
+- Here's the short version:...
+- In short,...
+- The takeaway?...
+- So what does this mean?...
+- Let's pull this together:...
+- Quick summary:...
+
+---
+
+## Concluding Content
+
+- Wrapping up,...
+- The bottom line is...
+- Here's what to do next:...
+- To sum up,...
+- Final thoughts:...
+- Ready to get started?...
+- Now it's your turn.
+
+**Note:** Avoid "In conclusion" at the start of a paragraph. It's overused and signals AI writing.
+
+---
+
+## Question-Based Transitions
+
+Useful for conversational tone and featured snippet optimization:
+
+- So what does this mean for you?
+- But why does this matter?
+- How do you actually do this?
+- What's the catch?
+- Sound complicated? It's not.
+- Wondering where to start?
+- Still not sure? Here's the breakdown.
+
+---
+
+## List Introductions
+
+For numbered lists and step-by-step content:
+
+- Here's how to do it:
+- Follow these steps:
+- The process is straightforward:
+- Here's what you need to know:
+- Key things to consider:
+- The main factors are:
+
+---
+
+## Hedging Language
+
+For claims that need qualification or aren't absolute:
+
+- may, might, could
+- tends to, generally
+- often, usually, typically
+- in most cases
+- it appears that
+- evidence suggests
+- this can help
+- many experts believe
+
+---
+
+## Best Practice Guidelines
+
+1. **Match tone to audience**: B2B content can be slightly more formal; B2C often benefits from conversational transitions
+2. **Vary your transitions**: Repeating the same phrase gets noticed (and not in a good way)
+3. **Don't over-signpost**: Trust your reader; every sentence doesn't need a transition
+4. **Use for scannability**: Transitions at paragraph starts help skimmers navigate
+5. **Keep it natural**: Read aloud; if it sounds forced, simplify
+6. **Front-load key info**: Put the important word or phrase early in the transition
+
+---
+
+## Transitions to Avoid (AI Tells)
+
+These phrases are overused in AI-generated content:
+
+- "That being said,..."
+- "It's worth noting that..."
+- "At its core,..."
+- "In today's digital landscape,..."
+- "When it comes to the realm of..."
+- "This begs the question..."
+- "Let's delve into..."
+
+See the seo-audit skill's `references/ai-writing-detection.md` for a complete list of AI writing tells.

skills/email-sequence/SKILL.md

@@ -1,6 +1,8 @@
 ---
 name: email-sequence
-description: When the user wants to create or optimize an email sequence, drip campaign, automated email flow, or lifecycle email program. Also use when the user mentions "email sequence," "drip campaign," "nurture sequence," "onboarding emails," "welcome sequence," "re-engagement emails," "email automation," or "lifecycle emails." For in-app onboarding, see onboarding-cro.
+description: When the user wants to create or optimize an email sequence, drip campaign, automated email flow, or lifecycle email program. Also use when the user mentions "email sequence," "drip campaign," "nurture sequence," "onboarding emails," "welcome sequence," "re-engagement emails," "email automation," "lifecycle emails," "trigger-based emails," "email funnel," "email workflow," "what emails should I send," "welcome series," or "email cadence." Use this for any multi-email automated flow. For cold outreach emails, see cold-email. For in-app onboarding, see onboarding-cro.
+metadata:
+  version: 1.1.0
 ---
 
 # Email Sequence Design
@@ -9,6 +11,9 @@ You are an expert in email marketing and automation. Your goal is to create emai
 
 ## Initial Assessment
 
+**Check for product marketing context first:**
+If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
 Before creating a sequence, understand:
 
 1. **Sequence Type**
@@ -104,675 +109,104 @@ Consider:
 
 ---
 
-## Sequence Templates
+## Sequence Types Overview
 
 ### Welcome Sequence (Post-Signup)
+**Length**: 5-7 emails over 12-14 days
+**Goal**: Activate, build trust, convert
 
-**Email 1: Welcome (Immediate)**
-- Subject: Welcome to [Product] — here's your first step
-- Deliver what was promised (lead magnet, access, etc.)
-- Single next action
-- Set expectations for future emails
-
-**Email 2: Quick Win (Day 1-2)**
-- Subject: Get your first [result] in 10 minutes
-- Enable small success
-- Build confidence
-- Link to helpful resource
-
-**Email 3: Story/Why (Day 3-4)**
-- Subject: Why we built [Product]
-- Origin story or mission
-- Connect emotionally
-- Show you understand their problem
-
-**Email 4: Social Proof (Day 5-6)**
-- Subject: How [Customer] achieved [Result]
-- Case study or testimonial
-- Relatable to their situation
-- Soft CTA to explore
-
-**Email 5: Overcome Objection (Day 7-8)**
-- Subject: "I don't have time for X" — sound familiar?
-- Address common hesitation
-- Reframe the obstacle
-- Show easy path forward
-
-**Email 6: Core Feature (Day 9-11)**
-- Subject: Have you tried [Feature] yet?
-- Highlight underused capability
-- Show clear benefit
-- Direct CTA to try it
-
-**Email 7: Conversion (Day 12-14)**
-- Subject: Ready to [upgrade/buy/commit]?
-- Summarize value
-- Clear offer
-- Urgency if appropriate
-- Risk reversal (guarantee, trial)
-
----
+Key emails:
+1. Welcome + deliver promised value (immediate)
+2. Quick win (day 1-2)
+3. Story/Why (day 3-4)
+4. Social proof (day 5-6)
+5. Overcome objection (day 7-8)
+6. Core feature highlight (day 9-11)
+7. Conversion (day 12-14)
 
 ### Lead Nurture Sequence (Pre-Sale)
+**Length**: 6-8 emails over 2-3 weeks
+**Goal**: Build trust, demonstrate expertise, convert
 
-**Email 1: Deliver + Introduce (Immediate)**
-- Deliver the lead magnet
-- Brief intro to who you are
-- Preview what's coming
-
-**Email 2: Expand on Topic (Day 2-3)**
-- Related insight to lead magnet
-- Establish expertise
-- Light CTA to content
-
-**Email 3: Problem Deep-Dive (Day 4-5)**
-- Articulate their problem deeply
-- Show you understand
-- Hint at solution
-
-**Email 4: Solution Framework (Day 6-8)**
-- Your approach/methodology
-- Educational, not salesy
-- Builds toward your product
-
-**Email 5: Case Study (Day 9-11)**
-- Real results from real customer
-- Specific and relatable
-- Soft CTA
-
-**Email 6: Differentiation (Day 12-14)**
-- Why your approach is different
-- Address alternatives
-- Build preference
-
-**Email 7: Objection Handler (Day 15-18)**
-- Common concern addressed
-- FAQ or myth-busting
-- Reduce friction
-
-**Email 8: Direct Offer (Day 19-21)**
-- Clear pitch
-- Strong value proposition
-- Specific CTA
-- Urgency if available
-
----
+Key emails:
+1. Deliver lead magnet + intro (immediate)
+2. Expand on topic (day 2-3)
+3. Problem deep-dive (day 4-5)
+4. Solution framework (day 6-8)
+5. Case study (day 9-11)
+6. Differentiation (day 12-14)
+7. Objection handler (day 15-18)
+8. Direct offer (day 19-21)
 
 ### Re-Engagement Sequence
+**Length**: 3-4 emails over 2 weeks
+**Trigger**: 30-60 days of inactivity
+**Goal**: Win back or clean list
 
-**Email 1: Check-In (Day 30-60 of inactivity)**
-- Subject: Is everything okay, [Name]?
-- Genuine concern
-- Ask what happened
-- Easy win to re-engage
-
-**Email 2: Value Reminder (Day 2-3 after)**
-- Subject: Remember when you [achieved X]?
-- Remind of past value
-- What's new since they left
-- Quick CTA
-
-**Email 3: Incentive (Day 5-7 after)**
-- Subject: We miss you — here's something special
-- Offer if appropriate
-- Limited time
-- Clear CTA
-
-**Email 4: Last Chance (Day 10-14 after)**
-- Subject: Should we stop emailing you?
-- Honest and direct
-- One-click to stay or go
-- Clean the list if no response
-
----
+Key emails:
+1. Check-in (genuine concern)
+2. Value reminder (what's new)
+3. Incentive (special offer)
+4. Last chance (stay or unsubscribe)
 
 ### Onboarding Sequence (Product Users)
+**Length**: 5-7 emails over 14 days
+**Goal**: Activate, drive to aha moment, upgrade
+**Note**: Coordinate with in-app onboarding—email supports, doesn't duplicate
 
-Coordinate with in-app onboarding. Email supports, doesn't duplicate.
+Key emails:
+1. Welcome + first step (immediate)
+2. Getting started help (day 1)
+3. Feature highlight (day 2-3)
+4. Success story (day 4-5)
+5. Check-in (day 7)
+6. Advanced tip (day 10-12)
+7. Upgrade/expand (day 14+)
 
-**Email 1: Welcome + First Step (Immediate)**
-- Confirm signup
-- One critical action
-- Link directly to that action
-
-**Email 2: Getting Started Help (Day 1)**
-- If they haven't completed step 1
-- Quick tip or video
-- Support option
-
-**Email 3: Feature Highlight (Day 2-3)**
-- Key feature they should know
-- Specific use case
-- In-app link
-
-**Email 4: Success Story (Day 4-5)**
-- Customer who succeeded
-- Relatable journey
-- Motivational
-
-**Email 5: Check-In (Day 7)**
-- How's it going?
-- Ask for feedback
-- Offer help
-
-**Email 6: Advanced Tip (Day 10-12)**
-- Power feature
-- For engaged users
-- Level-up content
-
-**Email 7: Upgrade/Expand (Day 14+)**
-- For trial users: conversion push
-- For free users: upgrade prompt
-- For paid: expansion opportunity
+**For detailed templates**: See [references/sequence-templates.md](references/sequence-templates.md)
 
 ---
 
-## Email Types Reference
-
-A comprehensive guide to lifecycle and campaign emails. Use this as an audit checklist and implementation reference.
+## Email Types by Category
 
 ### Onboarding Emails
-
-#### New Users Series
-**Trigger**: User signs up (free or trial)
-**Goal**: Activate user, drive to aha moment
-**Typical sequence**: 5-7 emails over 14 days
-
-- Email 1: Welcome + single next step (immediate)
-- Email 2: Quick win / getting started (day 1)
-- Email 3: Key feature highlight (day 3)
-- Email 4: Success story / social proof (day 5)
-- Email 5: Check-in + offer help (day 7)
-- Email 6: Advanced tip (day 10)
-- Email 7: Upgrade prompt or next milestone (day 14)
-
-**Key metrics**: Activation rate, feature adoption
-
----
-
-#### New Customers Series
-**Trigger**: User converts to paid
-**Goal**: Reinforce purchase decision, drive adoption, reduce early churn
-**Typical sequence**: 3-5 emails over 14 days
-
-- Email 1: Thank you + what's next (immediate)
-- Email 2: Getting full value — setup checklist (day 2)
-- Email 3: Pro tips for paid features (day 5)
-- Email 4: Success story from similar customer (day 7)
-- Email 5: Check-in + introduce support resources (day 14)
-
-**Key point**: Different from new user series—they've committed. Focus on reinforcement and expansion, not conversion.
-
----
-
-#### Key Onboarding Step Reminder
-**Trigger**: User hasn't completed critical setup step after X time
-**Goal**: Nudge completion of high-value action
-**Format**: Single email or 2-3 email mini-sequence
-
-**Example triggers**:
-- Hasn't connected integration after 48 hours
-- Hasn't invited team member after 3 days
-- Hasn't completed profile after 24 hours
-
-**Copy approach**:
-- Remind them what they started
-- Explain why this step matters
-- Make it easy (direct link to complete)
-- Offer help if stuck
-
----
-
-#### New User Invite
-**Trigger**: Existing user invites teammate
-**Goal**: Activate the invited user
-**Recipient**: The person being invited
-
-- Email 1: You've been invited (immediate)
-- Email 2: Reminder if not accepted (day 2)
-- Email 3: Final reminder (day 5)
-
-**Copy approach**:
-- Personalize with inviter's name
-- Explain what they're joining
-- Single CTA to accept invite
-- Social proof optional
-
----
+- New users series
+- New customers series
+- Key onboarding step reminders
+- New user invites
 
 ### Retention Emails
-
-#### Upgrade to Paid
-**Trigger**: Free user shows engagement, or trial ending
-**Goal**: Convert free to paid
-**Typical sequence**: 3-5 emails
-
-**Trigger options**:
-- Time-based (trial day 10, 12, 14)
-- Behavior-based (hit usage limit, used premium feature)
-- Engagement-based (highly active free user)
-
-**Sequence structure**:
-- Value summary: What they've accomplished
-- Feature comparison: What they're missing
-- Social proof: Who else upgraded
-- Urgency: Trial ending, limited offer
-- Final: Last chance + easy path
-
----
-
-#### Upgrade to Higher Plan
-**Trigger**: User approaching plan limits or using features available on higher tier
-**Goal**: Upsell to next tier
-**Format**: Single email or 2-3 email sequence
-
-**Trigger examples**:
-- 80% of seat limit reached
-- 90% of storage/usage limit
-- Tried to use higher-tier feature
-- Power user behavior patterns
-
-**Copy approach**:
-- Acknowledge their growth (positive framing)
-- Show what next tier unlocks
-- Quantify value vs. cost
-- Easy upgrade path
-
----
-
-#### Ask for Review
-**Trigger**: Customer milestone (30/60/90 days, key achievement, support resolution)
-**Goal**: Generate social proof on G2, Capterra, app stores
-**Format**: Single email
-
-**Best timing**:
-- After positive support interaction
-- After achieving measurable result
-- After renewal
-- NOT after billing issues or bugs
-
-**Copy approach**:
-- Thank them for being a customer
-- Mention specific value/milestone if possible
-- Explain why reviews matter (help others decide)
-- Direct link to review platform
-- Keep it short—this is an ask
-
----
-
-#### Offer Support Proactively
-**Trigger**: Signs of struggle (drop in usage, failed actions, error encounters)
-**Goal**: Save at-risk user, improve experience
-**Format**: Single email
-
-**Trigger examples**:
-- Usage dropped significantly week-over-week
-- Multiple failed attempts at action
-- Viewed help docs repeatedly
-- Stuck at same onboarding step
-
-**Copy approach**:
-- Genuine concern tone
-- Specific: "I noticed you..." (if data allows)
-- Offer direct help (not just link to docs)
-- Personal from support or CSM
-- No sales pitch—pure help
-
----
-
-#### Product Usage Report
-**Trigger**: Time-based (weekly, monthly, quarterly)
-**Goal**: Demonstrate value, drive engagement, reduce churn
-**Format**: Single email, recurring
-
-**What to include**:
-- Key metrics/activity summary
-- Comparison to previous period
-- Achievements/milestones
-- Suggestions for improvement
-- Light CTA to explore more
-
-**Examples**:
-- "You saved X hours this month"
-- "Your team completed X projects"
-- "You're in the top X% of users"
-
-**Key point**: Make them feel good and remind them of value delivered.
-
----
-
-#### NPS Survey
-**Trigger**: Time-based (quarterly) or event-based (post-milestone)
-**Goal**: Measure satisfaction, identify promoters and detractors
-**Format**: Single email
-
-**Best practices**:
-- Keep it simple: Just the NPS question initially
-- Follow-up form for "why" based on score
-- Personal sender (CEO, founder, CSM)
-- Tell them how you'll use feedback
-
-**Follow-up based on score**:
-- Promoters (9-10): Thank + ask for review/referral
-- Passives (7-8): Ask what would make it a 10
-- Detractors (0-6): Personal outreach to understand issues
-
----
-
-#### Referral Program
-**Trigger**: Customer milestone, promoter NPS score, or campaign
-**Goal**: Generate referrals
-**Format**: Single email or periodic reminders
-
-**Good timing**:
-- After positive NPS response
-- After customer achieves result
-- After renewal
-- Seasonal campaigns
-
-**Copy approach**:
-- Remind them of their success
-- Explain the referral offer clearly
-- Make sharing easy (unique link)
-- Show what's in it for them AND referee
-
----
+- Upgrade to paid
+- Upgrade to higher plan
+- Ask for review
+- Proactive support offers
+- Product usage reports
+- NPS survey
+- Referral program
 
 ### Billing Emails
-
-#### Switch to Annual
-**Trigger**: Monthly subscriber at renewal time or campaign
-**Goal**: Convert monthly to annual (improve LTV, reduce churn)
-**Format**: Single email or 2-email sequence
-
-**Value proposition**:
-- Calculate exact savings
-- Additional benefits (if any)
-- Lock in current price messaging
-- Easy one-click switch
-
-**Best timing**:
-- Around monthly renewal date
-- End of year / new year
-- After 3-6 months of loyalty
-- Price increase announcement (lock in old rate)
-
----
-
-#### Failed Payment Recovery
-**Trigger**: Payment fails
-**Goal**: Recover revenue, retain customer
-**Typical sequence**: 3-4 emails over 7-14 days
-
-**Sequence structure**:
-- Email 1 (Day 0): Friendly notice, update payment link
-- Email 2 (Day 3): Reminder, service may be interrupted
-- Email 3 (Day 7): Urgent, account will be suspended
-- Email 4 (Day 10-14): Final notice, what they'll lose
-
-**Copy approach**:
-- Assume it's an accident (card expired, etc.)
-- Clear, direct, no guilt
-- Single CTA to update payment
-- Explain what happens if not resolved
-
-**Key metrics**: Recovery rate, time to recovery
-
----
-
-#### Cancellation Survey
-**Trigger**: User cancels subscription
-**Goal**: Learn why, opportunity to save
-**Format**: Single email (immediate)
-
-**Options**:
-- In-app survey at cancellation (better completion)
-- Follow-up email if they skip in-app
-- Personal outreach for high-value accounts
-
-**Questions to ask**:
-- Primary reason for cancelling
-- What could we have done better
-- Would anything change your mind
-- Can we help with transition
-
-**Winback opportunity**: Based on reason, offer targeted save (discount, pause, downgrade, training).
-
----
-
-#### Upcoming Renewal Reminder
-**Trigger**: X days before renewal (14 or 30 days typical)
-**Goal**: No surprise charges, opportunity to expand
-**Format**: Single email
-
-**What to include**:
-- Renewal date and amount
-- What's included in renewal
-- How to update payment/plan
-- Changes to pricing/features (if any)
-- Optional: Upsell opportunity
-
-**Required for**: Annual subscriptions, high-value contracts
-
----
+- Switch to annual
+- Failed payment recovery
+- Cancellation survey
+- Upcoming renewal reminders
 
 ### Usage Emails
-
-#### Daily/Weekly/Monthly Summary
-**Trigger**: Time-based
-**Goal**: Drive engagement, demonstrate value
-**Format**: Single email, recurring
-
-**Content by frequency**:
-- **Daily**: Notifications, quick stats (for high-engagement products)
-- **Weekly**: Activity summary, highlights, suggestions
-- **Monthly**: Comprehensive report, achievements, ROI if calculable
-
-**Structure**:
-- Key metrics at a glance
-- Notable achievements
-- Activity breakdown
-- Suggestions / what to try next
-- CTA to dive deeper
-
-**Personalization**: Must be relevant to their actual usage. Empty reports are worse than no report.
-
----
-
-#### Key Event or Milestone Notifications
-**Trigger**: Specific achievement or event
-**Goal**: Celebrate, drive continued engagement
-**Format**: Single email per event
-
-**Milestone examples**:
-- First [action] completed
-- 10th/100th [thing] created
-- Goal achieved
-- Team collaboration milestone
-- Usage streak
-
-**Copy approach**:
-- Celebration tone
-- Specific achievement
-- Context (compared to others, compared to before)
-- What's next / next milestone
-
----
+- Daily/weekly/monthly summaries
+- Key event notifications
+- Milestone celebrations
 
 ### Win-Back Emails
-
-#### Expired Trials
-**Trigger**: Trial ended without conversion
-**Goal**: Convert or re-engage
-**Typical sequence**: 3-4 emails over 30 days
-
-**Sequence structure**:
-- Email 1 (Day 1 post-expiry): Trial ended, here's what you're missing
-- Email 2 (Day 7): What held you back? (gather feedback)
-- Email 3 (Day 14): Incentive offer (discount, extended trial)
-- Email 4 (Day 30): Final reach-out, door is open
-
-**Segmentation**: Different approach based on trial engagement level:
-- High engagement: Focus on removing friction to convert
-- Low engagement: Offer fresh start, more onboarding help
-- No engagement: Ask what happened, offer demo/call
-
----
-
-#### Cancelled Customers
-**Trigger**: Time after cancellation (30, 60, 90 days)
-**Goal**: Win back churned customers
-**Typical sequence**: 2-3 emails spread over 90 days
-
-**Sequence structure**:
-- Email 1 (Day 30): What's new since you left
-- Email 2 (Day 60): We've addressed [common reason]
-- Email 3 (Day 90): Special offer to return
-
-**Copy approach**:
-- No guilt, no desperation
-- Genuine updates and improvements
-- Personalize based on cancellation reason if known
-- Make return easy
-
-**Key point**: They're more likely to return if their reason was addressed.
-
----
+- Expired trials
+- Cancelled customers
 
 ### Campaign Emails
+- Monthly roundup / newsletter
+- Seasonal promotions
+- Product updates
+- Industry news roundup
+- Pricing updates
 
-#### Monthly Roundup / Newsletter
-**Trigger**: Time-based (monthly)
-**Goal**: Engagement, brand presence, content distribution
-**Format**: Single email, recurring
-
-**Content mix**:
-- Product updates and tips
-- Customer stories
-- Educational content
-- Company news
-- Industry insights
-
-**Best practices**:
-- Consistent send day/time
-- Scannable format
-- Mix of content types
-- One primary CTA focus
-- Unsubscribe is okay—keeps list healthy
-
----
-
-#### Seasonal Promotions
-**Trigger**: Calendar events (Black Friday, New Year, etc.)
-**Goal**: Drive conversions with timely offer
-**Format**: Campaign burst (2-4 emails)
-
-**Common opportunities**:
-- New Year (fresh start, annual planning)
-- End of fiscal year (budget spending)
-- Black Friday / Cyber Monday
-- Industry-specific seasons
-- Back to school / work
-
-**Sequence structure**:
-- Announcement: Offer reveal
-- Reminder: Midway through promotion
-- Last chance: Final hours
-
----
-
-#### Product Updates
-**Trigger**: New feature release
-**Goal**: Adoption, engagement, demonstrate momentum
-**Format**: Single email per major release
-
-**What to include**:
-- What's new (clear and simple)
-- Why it matters (benefit, not just feature)
-- How to use it (direct link)
-- Who asked for it (community acknowledgment)
-
-**Segmentation**: Consider targeting based on relevance:
-- Users who would benefit most
-- Users who requested feature
-- Power users first (for beta feel)
-
----
-
-#### Industry News Roundup
-**Trigger**: Time-based (weekly or monthly)
-**Goal**: Thought leadership, engagement, brand value
-**Format**: Curated newsletter
-
-**Content**:
-- Curated news and links
-- Your take / commentary
-- What it means for readers
-- How your product helps
-
-**Best for**: B2B products where customers care about industry trends.
-
----
-
-#### Pricing Update
-**Trigger**: Price change announcement
-**Goal**: Transparent communication, minimize churn
-**Format**: Single email (or sequence for major changes)
-
-**Timeline**:
-- Announce 30-60 days before change
-- Reminder 14 days before
-- Final notice 7 days before
-
-**Copy approach**:
-- Clear, direct, transparent
-- Explain the why (value delivered, costs increased)
-- Grandfather if possible (lock in old rate)
-- Give options (annual lock-in, downgrade)
-
-**Important**: Honesty and advance notice build trust even when price increases.
-
----
-
-## Email Audit Checklist
-
-Use this to audit your current email program:
-
-### Onboarding
-- [ ] New users series
-- [ ] New customers series
-- [ ] Key onboarding step reminders
-- [ ] New user invite sequence
-
-### Retention
-- [ ] Upgrade to paid sequence
-- [ ] Upgrade to higher plan triggers
-- [ ] Ask for review (timed properly)
-- [ ] Proactive support outreach
-- [ ] Product usage reports
-- [ ] NPS survey
-- [ ] Referral program emails
-
-### Billing
-- [ ] Switch to annual campaign
-- [ ] Failed payment recovery sequence
-- [ ] Cancellation survey
-- [ ] Upcoming renewal reminders
-
-### Usage
-- [ ] Daily/weekly/monthly summaries
-- [ ] Key event notifications
-- [ ] Milestone celebrations
-
-### Win-Back
-- [ ] Expired trial sequence
-- [ ] Cancelled customer sequence
-
-### Campaigns
-- [ ] Monthly roundup / newsletter
-- [ ] Seasonal promotion calendar
-- [ ] Product update announcements
-- [ ] Pricing update communications
+**For detailed email type reference**: See [references/email-types.md](references/email-types.md)
 
 ---
 
@@ -796,84 +230,20 @@ Use this to audit your current email program:
 - Conversational, not formal
 - First-person (I/we) and second-person (you)
 - Active voice
-- Match your brand but lean friendly
 - Read it out loud—does it sound human?
 
 ### Length
-- Shorter is usually better
 - 50-125 words for transactional
 - 150-300 words for educational
 - 300-500 words for story-driven
-- If it's long, it better be good
 
-### CTA Buttons vs. Links
-- Buttons: Primary actions, high-visibility
-- Links: Secondary actions, in-text
+### CTA Guidelines
+- Buttons for primary actions
+- Links for secondary actions
 - One clear primary CTA per email
 - Button text: Action + outcome
 
----
-
-## Personalization
-
-### Merge Fields
-- First name (fallback to "there" or "friend")
-- Company name (B2B)
-- Relevant data (usage, plan, etc.)
-
-### Dynamic Content
-- Based on segment
-- Based on behavior
-- Based on stage
-
-### Triggered Emails
-- Action-based sends
-- More relevant than time-based
-- Examples: Feature used, milestone hit, inactivity
-
----
-
-## Segmentation Strategies
-
-### By Behavior
-- Openers vs. non-openers
-- Clickers vs. non-clickers
-- Active vs. inactive
-
-### By Stage
-- Trial vs. paid
-- New vs. long-term
-- Engaged vs. at-risk
-
-### By Profile
-- Industry/role (B2B)
-- Use case / goal
-- Company size
-
----
-
-## Testing and Optimization
-
-### What to Test
-- Subject lines (highest impact)
-- Send times
-- Email length
-- CTA placement and copy
-- Personalization level
-- Sequence timing
-
-### How to Test
-- A/B test one variable at a time
-- Sufficient sample size
-- Statistical significance
-- Document learnings
-
-### Metrics to Track
-- Open rate (benchmark: 20-40%)
-- Click rate (benchmark: 2-5%)
-- Unsubscribe rate (keep under 0.5%)
-- Conversion rate (specific to sequence goal)
-- Revenue per email (if applicable)
+**For detailed copy, personalization, and testing guidelines**: See [references/copy-guidelines.md](references/copy-guidelines.md)
 
 ---
 
@@ -905,21 +275,35 @@ What to measure and benchmarks
 
 ---
 
-## Questions to Ask
+## Task-Specific Questions
 
-If you need more context:
 1. What triggers entry to this sequence?
 2. What's the primary goal/conversion action?
-3. Who is the audience?
-4. What do they already know about you?
-5. What other emails are they receiving?
-6. What's your current email performance?
+3. What do they already know about you?
+4. What other emails are they receiving?
+5. What's your current email performance?
+
+---
+
+## Tool Integrations
+
+For implementation, see the [tools registry](../../tools/REGISTRY.md). Key email tools:
+
+| Tool | Best For | MCP | Guide |
+|------|----------|:---:|-------|
+| **Customer.io** | Behavior-based automation | - | [customer-io.md](../../tools/integrations/customer-io.md) |
+| **Mailchimp** | SMB email marketing | ✓ | [mailchimp.md](../../tools/integrations/mailchimp.md) |
+| **Resend** | Developer-friendly transactional | ✓ | [resend.md](../../tools/integrations/resend.md) |
+| **SendGrid** | Transactional email at scale | - | [sendgrid.md](../../tools/integrations/sendgrid.md) |
+| **Kit** | Creator/newsletter focused | - | [kit.md](../../tools/integrations/kit.md) |
 
 ---
 
 ## Related Skills
 
+- **churn-prevention**: For cancel flows, save offers, and dunning strategy (email supports this)
 - **onboarding-cro**: For in-app onboarding (email supports this)
 - **copywriting**: For landing pages emails link to
 - **ab-test-setup**: For testing email elements
 - **popup-cro**: For email capture popups
+- **revops**: For lifecycle stages that trigger email sequences

skills/email-sequence/references/copy-guidelines.md

@@ -0,0 +1,113 @@
+# Email Copy Guidelines
+
+## Contents
+- Structure
+- Formatting
+- Tone
+- Length
+- CTA Buttons vs. Links
+- Personalization (merge fields, dynamic content, triggered emails)
+- Segmentation Strategies (by behavior, by stage, by profile)
+- Testing and Optimization (what to test, how to test, metrics to track)
+
+## Structure
+
+1. **Hook**: First line grabs attention
+2. **Context**: Why this matters to them
+3. **Value**: The useful content
+4. **CTA**: What to do next
+5. **Sign-off**: Human, warm close
+
+## Formatting
+
+- Short paragraphs (1-3 sentences)
+- White space between sections
+- Bullet points for scanability
+- Bold for emphasis (sparingly)
+- Mobile-first (most read on phone)
+
+## Tone
+
+- Conversational, not formal
+- First-person (I/we) and second-person (you)
+- Active voice
+- Match your brand but lean friendly
+- Read it out loud—does it sound human?
+
+## Length
+
+- Shorter is usually better
+- 50-125 words for transactional
+- 150-300 words for educational
+- 300-500 words for story-driven
+- If it's long, it better be good
+
+## CTA Buttons vs. Links
+
+- Buttons: Primary actions, high-visibility
+- Links: Secondary actions, in-text
+- One clear primary CTA per email
+- Button text: Action + outcome
+
+---
+
+## Personalization
+
+### Merge Fields
+- First name (fallback to "there" or "friend")
+- Company name (B2B)
+- Relevant data (usage, plan, etc.)
+
+### Dynamic Content
+- Based on segment
+- Based on behavior
+- Based on stage
+
+### Triggered Emails
+- Action-based sends
+- More relevant than time-based
+- Examples: Feature used, milestone hit, inactivity
+
+---
+
+## Segmentation Strategies
+
+### By Behavior
+- Openers vs. non-openers
+- Clickers vs. non-clickers
+- Active vs. inactive
+
+### By Stage
+- Trial vs. paid
+- New vs. long-term
+- Engaged vs. at-risk
+
+### By Profile
+- Industry/role (B2B)
+- Use case / goal
+- Company size
+
+---
+
+## Testing and Optimization
+
+### What to Test
+- Subject lines (highest impact)
+- Send times
+- Email length
+- CTA placement and copy
+- Personalization level
+- Sequence timing
+
+### How to Test
+- A/B test one variable at a time
+- Sufficient sample size
+- Statistical significance
+- Document learnings
+
+### Metrics to Track
+- Open rate (benchmark: 20-40%)
+- Click rate (benchmark: 2-5%)
+- Unsubscribe rate (keep under 0.5%)
+- Conversion rate (specific to sequence goal)
+- Revenue per email (if applicable)

skills/email-sequence/references/email-types.md

@@ -0,0 +1,515 @@
+# Email Types Reference
+
+A comprehensive guide to lifecycle and campaign emails. Use this as an audit checklist and implementation reference.
+
+## Contents
+- Onboarding Emails (new users series, new customers series, key onboarding step reminder, new user invite)
+- Retention Emails (upgrade to paid, upgrade to higher plan, ask for review, offer support proactively, product usage report, NPS survey, referral program)
+- Billing Emails (switch to annual, failed payment recovery, cancellation survey, upcoming renewal reminder)
+- Usage Emails (daily/weekly/monthly summary, key event or milestone notifications)
+- Win-Back Emails (expired trials, cancelled customers)
+- Campaign Emails (monthly roundup/newsletter, seasonal promotions, product updates, industry news roundup, pricing update)
+- Email Audit Checklist (onboarding, retention, billing, usage, win-back, campaigns)
+
+## Onboarding Emails
+
+### New Users Series
+**Trigger**: User signs up (free or trial)
+**Goal**: Activate user, drive to aha moment
+**Typical sequence**: 5-7 emails over 14 days
+
+- Email 1: Welcome + single next step (immediate)
+- Email 2: Quick win / getting started (day 1)
+- Email 3: Key feature highlight (day 3)
+- Email 4: Success story / social proof (day 5)
+- Email 5: Check-in + offer help (day 7)
+- Email 6: Advanced tip (day 10)
+- Email 7: Upgrade prompt or next milestone (day 14)
+
+**Key metrics**: Activation rate, feature adoption
+
+---
+
+### New Customers Series
+**Trigger**: User converts to paid
+**Goal**: Reinforce purchase decision, drive adoption, reduce early churn
+**Typical sequence**: 3-5 emails over 14 days
+
+- Email 1: Thank you + what's next (immediate)
+- Email 2: Getting full value — setup checklist (day 2)
+- Email 3: Pro tips for paid features (day 5)
+- Email 4: Success story from similar customer (day 7)
+- Email 5: Check-in + introduce support resources (day 14)
+
+**Key point**: Different from new user series—they've committed. Focus on reinforcement and expansion, not conversion.
+
+---
+
+### Key Onboarding Step Reminder
+**Trigger**: User hasn't completed critical setup step after X time
+**Goal**: Nudge completion of high-value action
+**Format**: Single email or 2-3 email mini-sequence
+
+**Example triggers**:
+- Hasn't connected integration after 48 hours
+- Hasn't invited team member after 3 days
+- Hasn't completed profile after 24 hours
+
+**Copy approach**:
+- Remind them what they started
+- Explain why this step matters
+- Make it easy (direct link to complete)
+- Offer help if stuck
+
+---
+
+### New User Invite
+**Trigger**: Existing user invites teammate
+**Goal**: Activate the invited user
+**Recipient**: The person being invited
+
+- Email 1: You've been invited (immediate)
+- Email 2: Reminder if not accepted (day 2)
+- Email 3: Final reminder (day 5)
+
+**Copy approach**:
+- Personalize with inviter's name
+- Explain what they're joining
+- Single CTA to accept invite
+- Social proof optional
+
+---
+
+## Retention Emails
+
+### Upgrade to Paid
+**Trigger**: Free user shows engagement, or trial ending
+**Goal**: Convert free to paid
+**Typical sequence**: 3-5 emails
+
+**Trigger options**:
+- Time-based (trial day 10, 12, 14)
+- Behavior-based (hit usage limit, used premium feature)
+- Engagement-based (highly active free user)
+
+**Sequence structure**:
+- Value summary: What they've accomplished
+- Feature comparison: What they're missing
+- Social proof: Who else upgraded
+- Urgency: Trial ending, limited offer
+- Final: Last chance + easy path
+
+---
+
+### Upgrade to Higher Plan
+**Trigger**: User approaching plan limits or using features available on higher tier
+**Goal**: Upsell to next tier
+**Format**: Single email or 2-3 email sequence
+
+**Trigger examples**:
+- 80% of seat limit reached
+- 90% of storage/usage limit
+- Tried to use higher-tier feature
+- Power user behavior patterns
+
+**Copy approach**:
+- Acknowledge their growth (positive framing)
+- Show what next tier unlocks
+- Quantify value vs. cost
+- Easy upgrade path
+
+---
+
+### Ask for Review
+**Trigger**: Customer milestone (30/60/90 days, key achievement, support resolution)
+**Goal**: Generate social proof on G2, Capterra, app stores
+**Format**: Single email
+
+**Best timing**:
+- After positive support interaction
+- After achieving measurable result
+- After renewal
+- NOT after billing issues or bugs
+
+**Copy approach**:
+- Thank them for being a customer
+- Mention specific value/milestone if possible
+- Explain why reviews matter (help others decide)
+- Direct link to review platform
+- Keep it short—this is an ask
+
+---
+
+### Offer Support Proactively
+**Trigger**: Signs of struggle (drop in usage, failed actions, error encounters)
+**Goal**: Save at-risk user, improve experience
+**Format**: Single email
+
+**Trigger examples**:
+- Usage dropped significantly week-over-week
+- Multiple failed attempts at action
+- Viewed help docs repeatedly
+- Stuck at same onboarding step
+
+**Copy approach**:
+- Genuine concern tone
+- Specific: "I noticed you..." (if data allows)
+- Offer direct help (not just link to docs)
+- Personal from support or CSM
+- No sales pitch—pure help
+
+---
+
+### Product Usage Report
+**Trigger**: Time-based (weekly, monthly, quarterly)
+**Goal**: Demonstrate value, drive engagement, reduce churn
+**Format**: Single email, recurring
+
+**What to include**:
+- Key metrics/activity summary
+- Comparison to previous period
+- Achievements/milestones
+- Suggestions for improvement
+- Light CTA to explore more
+
+**Examples**:
+- "You saved X hours this month"
+- "Your team completed X projects"
+- "You're in the top X% of users"
+
+**Key point**: Make them feel good and remind them of value delivered.
+
+---
+
+### NPS Survey
+**Trigger**: Time-based (quarterly) or event-based (post-milestone)
+**Goal**: Measure satisfaction, identify promoters and detractors
+**Format**: Single email
+
+**Best practices**:
+- Keep it simple: Just the NPS question initially
+- Follow-up form for "why" based on score
+- Personal sender (CEO, founder, CSM)
+- Tell them how you'll use feedback
+
+**Follow-up based on score**:
+- Promoters (9-10): Thank + ask for review/referral
+- Passives (7-8): Ask what would make it a 10
+- Detractors (0-6): Personal outreach to understand issues
+
+---
+
+### Referral Program
+**Trigger**: Customer milestone, promoter NPS score, or campaign
+**Goal**: Generate referrals
+**Format**: Single email or periodic reminders
+
+**Good timing**:
+- After positive NPS response
+- After customer achieves result
+- After renewal
+- Seasonal campaigns
+
+**Copy approach**:
+- Remind them of their success
+- Explain the referral offer clearly
+- Make sharing easy (unique link)
+- Show what's in it for them AND referee
+
+---
+
+## Billing Emails
+
+### Switch to Annual
+**Trigger**: Monthly subscriber at renewal time or campaign
+**Goal**: Convert monthly to annual (improve LTV, reduce churn)
+**Format**: Single email or 2-email sequence
+
+**Value proposition**:
+- Calculate exact savings
+- Additional benefits (if any)
+- Lock in current price messaging
+- Easy one-click switch
+
+**Best timing**:
+- Around monthly renewal date
+- End of year / new year
+- After 3-6 months of loyalty
+- Price increase announcement (lock in old rate)
+
+---
+
+### Failed Payment Recovery
+**Trigger**: Payment fails
+**Goal**: Recover revenue, retain customer
+**Typical sequence**: 3-4 emails over 7-14 days
+
+**Sequence structure**:
+- Email 1 (Day 0): Friendly notice, update payment link
+- Email 2 (Day 3): Reminder, service may be interrupted
+- Email 3 (Day 7): Urgent, account will be suspended
+- Email 4 (Day 10-14): Final notice, what they'll lose
+
+**Copy approach**:
+- Assume it's an accident (card expired, etc.)
+- Clear, direct, no guilt
+- Single CTA to update payment
+- Explain what happens if not resolved
+
+**Key metrics**: Recovery rate, time to recovery
+
+---
+
+### Cancellation Survey
+**Trigger**: User cancels subscription
+**Goal**: Learn why, opportunity to save
+**Format**: Single email (immediate)
+
+**Options**:
+- In-app survey at cancellation (better completion)
+- Follow-up email if they skip in-app
+- Personal outreach for high-value accounts
+
+**Questions to ask**:
+- Primary reason for cancelling
+- What could we have done better
+- Would anything change your mind
+- Can we help with transition
+
+**Winback opportunity**: Based on reason, offer targeted save (discount, pause, downgrade, training).
+
+---
+
+### Upcoming Renewal Reminder
+**Trigger**: X days before renewal (14 or 30 days typical)
+**Goal**: No surprise charges, opportunity to expand
+**Format**: Single email
+
+**What to include**:
+- Renewal date and amount
+- What's included in renewal
+- How to update payment/plan
+- Changes to pricing/features (if any)
+- Optional: Upsell opportunity
+
+**Required for**: Annual subscriptions, high-value contracts
+
+---
+
+## Usage Emails
+
+### Daily/Weekly/Monthly Summary
+**Trigger**: Time-based
+**Goal**: Drive engagement, demonstrate value
+**Format**: Single email, recurring
+
+**Content by frequency**:
+- **Daily**: Notifications, quick stats (for high-engagement products)
+- **Weekly**: Activity summary, highlights, suggestions
+- **Monthly**: Comprehensive report, achievements, ROI if calculable
+
+**Structure**:
+- Key metrics at a glance
+- Notable achievements
+- Activity breakdown
+- Suggestions / what to try next
+- CTA to dive deeper
+
+**Personalization**: Must be relevant to their actual usage. Empty reports are worse than no report.
+
+---
+
+### Key Event or Milestone Notifications
+**Trigger**: Specific achievement or event
+**Goal**: Celebrate, drive continued engagement
+**Format**: Single email per event
+
+**Milestone examples**:
+- First [action] completed
+- 10th/100th [thing] created
+- Goal achieved
+- Team collaboration milestone
+- Usage streak
+
+**Copy approach**:
+- Celebration tone
+- Specific achievement
+- Context (compared to others, compared to before)
+- What's next / next milestone
+
+---
+
+## Win-Back Emails
+
+### Expired Trials
+**Trigger**: Trial ended without conversion
+**Goal**: Convert or re-engage
+**Typical sequence**: 3-4 emails over 30 days
+
+**Sequence structure**:
+- Email 1 (Day 1 post-expiry): Trial ended, here's what you're missing
+- Email 2 (Day 7): What held you back? (gather feedback)
+- Email 3 (Day 14): Incentive offer (discount, extended trial)
+- Email 4 (Day 30): Final reach-out, door is open
+
+**Segmentation**: Different approach based on trial engagement level:
+- High engagement: Focus on removing friction to convert
+- Low engagement: Offer fresh start, more onboarding help
+- No engagement: Ask what happened, offer demo/call
+
+---
+
+### Cancelled Customers
+**Trigger**: Time after cancellation (30, 60, 90 days)
+**Goal**: Win back churned customers
+**Typical sequence**: 2-3 emails spread over 90 days
+
+**Sequence structure**:
+- Email 1 (Day 30): What's new since you left
+- Email 2 (Day 60): We've addressed [common reason]
+- Email 3 (Day 90): Special offer to return
+
+**Copy approach**:
+- No guilt, no desperation
+- Genuine updates and improvements
+- Personalize based on cancellation reason if known
+- Make return easy
+
+**Key point**: They're more likely to return if their reason was addressed.
+
+---
+
+## Campaign Emails
+
+### Monthly Roundup / Newsletter
+**Trigger**: Time-based (monthly)
+**Goal**: Engagement, brand presence, content distribution
+**Format**: Single email, recurring
+
+**Content mix**:
+- Product updates and tips
+- Customer stories
+- Educational content
+- Company news
+- Industry insights
+
+**Best practices**:
+- Consistent send day/time
+- Scannable format
+- Mix of content types
+- One primary CTA focus
+- Unsubscribe is okay—keeps list healthy
+
+---
+
+### Seasonal Promotions
+**Trigger**: Calendar events (Black Friday, New Year, etc.)
+**Goal**: Drive conversions with timely offer
+**Format**: Campaign burst (2-4 emails)
+
+**Common opportunities**:
+- New Year (fresh start, annual planning)
+- End of fiscal year (budget spending)
+- Black Friday / Cyber Monday
+- Industry-specific seasons
+- Back to school / work
+
+**Sequence structure**:
+- Announcement: Offer reveal
+- Reminder: Midway through promotion
+- Last chance: Final hours
+
+---
+
+### Product Updates
+**Trigger**: New feature release
+**Goal**: Adoption, engagement, demonstrate momentum
+**Format**: Single email per major release
+
+**What to include**:
+- What's new (clear and simple)
+- Why it matters (benefit, not just feature)
+- How to use it (direct link)
+- Who asked for it (community acknowledgment)
+
+**Segmentation**: Consider targeting based on relevance:
+- Users who would benefit most
+- Users who requested feature
+- Power users first (for beta feel)
+
+---
+
+### Industry News Roundup
+**Trigger**: Time-based (weekly or monthly)
+**Goal**: Thought leadership, engagement, brand value
+**Format**: Curated newsletter
+
+**Content**:
+- Curated news and links
+- Your take / commentary
+- What it means for readers
+- How your product helps
+
+**Best for**: B2B products where customers care about industry trends.
+
+---
+
+### Pricing Update
+**Trigger**: Price change announcement
+**Goal**: Transparent communication, minimize churn
+**Format**: Single email (or sequence for major changes)
+
+**Timeline**:
+- Announce 30-60 days before change
+- Reminder 14 days before
+- Final notice 7 days before
+
+**Copy approach**:
+- Clear, direct, transparent
+- Explain the why (value delivered, costs increased)
+- Grandfather if possible (lock in old rate)
+- Give options (annual lock-in, downgrade)
+
+**Important**: Honesty and advance notice build trust even when price increases.
+
+---
+
+## Email Audit Checklist
+
+Use this to audit your current email program:
+
+### Onboarding
+- [ ] New users series
+- [ ] New customers series
+- [ ] Key onboarding step reminders
+- [ ] New user invite sequence
+
+### Retention
+- [ ] Upgrade to paid sequence
+- [ ] Upgrade to higher plan triggers
+- [ ] Ask for review (timed properly)
+- [ ] Proactive support outreach
+- [ ] Product usage reports
+- [ ] NPS survey
+- [ ] Referral program emails
+
+### Billing
+- [ ] Switch to annual campaign
+- [ ] Failed payment recovery sequence
+- [ ] Cancellation survey
+- [ ] Upcoming renewal reminders
+
+### Usage
+- [ ] Daily/weekly/monthly summaries
+- [ ] Key event notifications
+- [ ] Milestone celebrations
+
+### Win-Back
+- [ ] Expired trial sequence
+- [ ] Cancelled customer sequence
+
+### Campaigns
+- [ ] Monthly roundup / newsletter
+- [ ] Seasonal promotion calendar
+- [ ] Product update announcements
+- [ ] Pricing update communications

skills/email-sequence/references/sequence-templates.md

@@ -0,0 +1,168 @@
+# Email Sequence Templates
+
+Detailed templates for common email sequences.
+
+## Contents
+- Welcome Sequence (Post-Signup)
+- Lead Nurture Sequence (Pre-Sale)
+- Re-Engagement Sequence
+- Onboarding Sequence (Product Users)
+
+## Welcome Sequence (Post-Signup)
+
+**Email 1: Welcome (Immediate)**
+- Subject: Welcome to [Product] — here's your first step
+- Deliver what was promised (lead magnet, access, etc.)
+- Single next action
+- Set expectations for future emails
+
+**Email 2: Quick Win (Day 1-2)**
+- Subject: Get your first [result] in 10 minutes
+- Enable small success
+- Build confidence
+- Link to helpful resource
+
+**Email 3: Story/Why (Day 3-4)**
+- Subject: Why we built [Product]
+- Origin story or mission
+- Connect emotionally
+- Show you understand their problem
+
+**Email 4: Social Proof (Day 5-6)**
+- Subject: How [Customer] achieved [Result]
+- Case study or testimonial
+- Relatable to their situation
+- Soft CTA to explore
+
+**Email 5: Overcome Objection (Day 7-8)**
+- Subject: "I don't have time for X" — sound familiar?
+- Address common hesitation
+- Reframe the obstacle
+- Show easy path forward
+
+**Email 6: Core Feature (Day 9-11)**
+- Subject: Have you tried [Feature] yet?
+- Highlight underused capability
+- Show clear benefit
+- Direct CTA to try it
+
+**Email 7: Conversion (Day 12-14)**
+- Subject: Ready to [upgrade/buy/commit]?
+- Summarize value
+- Clear offer
+- Urgency if appropriate
+- Risk reversal (guarantee, trial)
+
+---
+
+## Lead Nurture Sequence (Pre-Sale)
+
+**Email 1: Deliver + Introduce (Immediate)**
+- Deliver the lead magnet
+- Brief intro to who you are
+- Preview what's coming
+
+**Email 2: Expand on Topic (Day 2-3)**
+- Related insight to lead magnet
+- Establish expertise
+- Light CTA to content
+
+**Email 3: Problem Deep-Dive (Day 4-5)**
+- Articulate their problem deeply
+- Show you understand
+- Hint at solution
+
+**Email 4: Solution Framework (Day 6-8)**
+- Your approach/methodology
+- Educational, not salesy
+- Builds toward your product
+
+**Email 5: Case Study (Day 9-11)**
+- Real results from real customer
+- Specific and relatable
+- Soft CTA
+
+**Email 6: Differentiation (Day 12-14)**
+- Why your approach is different
+- Address alternatives
+- Build preference
+
+**Email 7: Objection Handler (Day 15-18)**
+- Common concern addressed
+- FAQ or myth-busting
+- Reduce friction
+
+**Email 8: Direct Offer (Day 19-21)**
+- Clear pitch
+- Strong value proposition
+- Specific CTA
+- Urgency if available
+
+---
+
+## Re-Engagement Sequence
+
+**Email 1: Check-In (Day 30-60 of inactivity)**
+- Subject: Is everything okay, [Name]?
+- Genuine concern
+- Ask what happened
+- Easy win to re-engage
+
+**Email 2: Value Reminder (Day 2-3 after)**
+- Subject: Remember when you [achieved X]?
+- Remind of past value
+- What's new since they left
+- Quick CTA
+
+**Email 3: Incentive (Day 5-7 after)**
+- Subject: We miss you — here's something special
+- Offer if appropriate
+- Limited time
+- Clear CTA
+
+**Email 4: Last Chance (Day 10-14 after)**
+- Subject: Should we stop emailing you?
+- Honest and direct
+- One-click to stay or go
+- Clean the list if no response
+
+---
+
+## Onboarding Sequence (Product Users)
+
+Coordinate with in-app onboarding. Email supports, doesn't duplicate.
+
+**Email 1: Welcome + First Step (Immediate)**
+- Confirm signup
+- One critical action
+- Link directly to that action
+
+**Email 2: Getting Started Help (Day 1)**
+- If they haven't completed step 1
+- Quick tip or video
+- Support option
+
+**Email 3: Feature Highlight (Day 2-3)**
+- Key feature they should know
+- Specific use case
+- In-app link
+
+**Email 4: Success Story (Day 4-5)**
+- Customer who succeeded
+- Relatable journey
+- Motivational
+
+**Email 5: Check-In (Day 7)**
+- How's it going?
+- Ask for feedback
+- Offer help
+
+**Email 6: Advanced Tip (Day 10-12)**
+- Power feature
+- For engaged users
+- Level-up content
+
+**Email 7: Upgrade/Expand (Day 14+)**
+- For trial users: conversion push
+- For free users: upgrade prompt
+- For paid: expansion opportunity

skills/form-cro/SKILL.md

@@ -1,6 +1,8 @@
 ---
 name: form-cro
-description: When the user wants to optimize any form that is NOT signup/registration — including lead capture forms, contact forms, demo request forms, application forms, survey forms, or checkout forms. Also use when the user mentions "form optimization," "lead form conversions," "form friction," "form fields," "form completion rate," or "contact form." For signup/registration forms, see signup-flow-cro. For popups containing forms, see popup-cro.
+description: When the user wants to optimize any form that is NOT signup/registration — including lead capture forms, contact forms, demo request forms, application forms, survey forms, or checkout forms. Also use when the user mentions "form optimization," "lead form conversions," "form friction," "form fields," "form completion rate," "contact form," "nobody fills out our form," "form abandonment," "too many fields," "demo request form," or "lead form isn't converting." Use this for any non-signup form that captures information. For signup/registration forms, see signup-flow-cro. For popups containing forms, see popup-cro.
+metadata:
+  version: 1.1.0
 ---
 
 # Form CRO
@@ -9,6 +11,9 @@ You are an expert in form optimization. Your goal is to maximize form completion
 
 ## Initial Assessment
 
+**Check for product marketing context first:**
+If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
 Before providing recommendations, identify:
 
 1. **Form Type**
@@ -405,9 +410,8 @@ Ideas to A/B test with expected outcomes
 
 ---
 
-## Questions to Ask
+## Task-Specific Questions
 
-If you need more context:
 1. What's your current form completion rate?
 2. Do you have field-level analytics?
 3. What happens with the data after submission?

skills/free-tool-strategy/SKILL.md

@@ -1,6 +1,8 @@
 ---
 name: free-tool-strategy
-description: When the user wants to plan, evaluate, or build a free tool for marketing purposes — lead generation, SEO value, or brand awareness. Also use when the user mentions "engineering as marketing," "free tool," "marketing tool," "calculator," "generator," "interactive tool," "lead gen tool," "build a tool for leads," or "free resource." This skill bridges engineering and marketing — useful for founders and technical marketers.
+description: When the user wants to plan, evaluate, or build a free tool for marketing purposes — lead generation, SEO value, or brand awareness. Also use when the user mentions "engineering as marketing," "free tool," "marketing tool," "calculator," "generator," "interactive tool," "lead gen tool," "build a tool for leads," "free resource," "ROI calculator," "grader tool," "audit tool," "should I build a free tool," or "tools for lead gen." Use this whenever someone wants to build something useful and give it away to attract leads or earn links. For content-based lead generation, see content-strategy.
+metadata:
+  version: 1.1.0
 ---
 
 # Free Tool Strategy (Engineering as Marketing)
@@ -9,23 +11,16 @@ You are an expert in engineering-as-marketing strategy. Your goal is to help pla
 
 ## Initial Assessment
 
+**Check for product marketing context first:**
+If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
 Before designing a tool strategy, understand:
 
-1. **Business Context**
-   - What's the core product/service?
-   - Who is the target audience?
-   - What problems do they have?
+1. **Business Context** - What's the core product? Who is the target audience? What problems do they have?
 
-2. **Goals**
-   - Lead generation primary goal?
-   - SEO/traffic acquisition?
-   - Brand awareness?
-   - Product education?
+2. **Goals** - Lead generation? SEO/traffic? Brand awareness? Product education?
 
-3. **Resources**
-   - Technical capacity to build?
-   - Ongoing maintenance bandwidth?
-   - Budget for promotion?
+3. **Resources** - Technical capacity to build? Ongoing maintenance bandwidth? Budget for promotion?
 
 ---
 
@@ -48,114 +43,21 @@ Before designing a tool strategy, understand:
 
 ### 4. Worth the Investment
 - Lead value × expected leads > build cost + maintenance
-- Consider SEO value
-- Consider brand halo effect
 
 ---
 
-## Tool Types
+## Tool Types Overview
 
-### Calculators
+| Type | Examples | Best For |
+|------|----------|----------|
+| Calculators | ROI, savings, pricing estimators | Decisions involving numbers |
+| Generators | Templates, policies, names | Creating something quickly |
+| Analyzers | Website graders, SEO auditors | Evaluating existing work |
+| Testers | Meta tag preview, speed tests | Checking if something works |
+| Libraries | Icon sets, templates, snippets | Reference material |
+| Interactive | Tutorials, playgrounds, quizzes | Learning/understanding |
 
-**Best for**: Decisions involving numbers, comparisons, estimates
-
-**Examples**:
-- ROI calculator
-- Savings calculator
-- Cost comparison tool
-- Salary calculator
-- Tax estimator
-
-**Why they work**:
-- Personalized output
-- High perceived value
-- Share-worthy results
-- Clear problem → solution
-
-### Generators
-
-**Best for**: Creating something useful quickly
-
-**Examples**:
-- Policy generator
-- Template generator
-- Name/tagline generator
-- Email subject line generator
-- Resume builder
-
-**Why they work**:
-- Tangible output
-- Saves time
-- Easily shared
-- Repeat usage
-
-### Analyzers/Auditors
-
-**Best for**: Evaluating existing work or assets
-
-**Examples**:
-- Website grader
-- SEO analyzer
-- Email subject tester
-- Headline analyzer
-- Security checker
-
-**Why they work**:
-- Curiosity-driven
-- Personalized insights
-- Creates awareness of problems
-- Natural lead to solution
-
-### Testers/Validators
-
-**Best for**: Checking if something works
-
-**Examples**:
-- Meta tag preview
-- Email rendering test
-- Accessibility checker
-- Mobile-friendly test
-- Speed test
-
-**Why they work**:
-- Immediate utility
-- Bookmark-worthy
-- Repeat usage
-- Professional necessity
-
-### Libraries/Resources
-
-**Best for**: Reference material
-
-**Examples**:
-- Icon library
-- Template library
-- Code snippet library
-- Example gallery
-- Directory
-
-**Why they work**:
-- High SEO value
-- Ongoing traffic
-- Establishes authority
-- Linkable asset
-
-### Interactive Educational
-
-**Best for**: Learning/understanding
-
-**Examples**:
-- Interactive tutorials
-- Code playgrounds
-- Visual explainers
-- Quizzes/assessments
-- Simulators
-
-**Why they work**:
-- Engages deeply
-- Demonstrates expertise
-- Shareable
-- Memory-creating
+**For detailed tool types and examples**: See [references/tool-types.md](references/tool-types.md)
 
 ---
 
@@ -163,277 +65,84 @@ Before designing a tool strategy, understand:
 
 ### Start with Pain Points
 
-1. **What problems does your audience Google?**
-   - Search query research
-   - Common questions
-   - "How to" searches
+1. **What problems does your audience Google?** - Search query research, common questions
 
-2. **What manual processes are tedious?**
-   - Tasks done in spreadsheets
-   - Repetitive calculations
-   - Copy-paste workflows
+2. **What manual processes are tedious?** - Spreadsheet tasks, repetitive calculations
 
-3. **What do they need before buying your product?**
-   - Assessments of current state
-   - Planning/scoping
-   - Comparisons
+3. **What do they need before buying your product?** - Assessments, planning, comparisons
 
-4. **What information do they wish they had?**
-   - Data they can't easily access
-   - Personalized insights
-   - Industry benchmarks
+4. **What information do they wish they had?** - Data they can't easily access, benchmarks
 
 ### Validate the Idea
 
-**Search demand:**
-- Is there search volume for this problem?
-- What keywords would rank?
-- How competitive?
+- **Search demand**: Is there search volume? How competitive?
+- **Uniqueness**: What exists? How can you be 10x better?
+- **Lead quality**: Does this audience match buyers?
+- **Build feasibility**: How complex? Can you scope an MVP?
 
-**Uniqueness:**
-- What exists already?
-- How can you be 10x better or different?
-- What's your unique angle?
+---
 
-**Lead quality:**
-- Does this problem-audience match buyers?
-- Will users be your target customers?
-- Is there a natural path to your product?
+## Lead Capture Strategy
 
-**Build feasibility:**
-- How complex to build?
-- Can you scope an MVP?
-- Ongoing maintenance burden?
+### Gating Options
+
+| Approach | Pros | Cons |
+|----------|------|------|
+| Fully gated | Maximum capture | Lower usage |
+| Partially gated | Balance of both | Common pattern |
+| Ungated + optional | Maximum reach | Lower capture |
+| Ungated entirely | Pure SEO/brand | No direct leads |
+
+### Lead Capture Best Practices
+- Value exchange clear: "Get your full report"
+- Minimal friction: Email only
+- Show preview of what they'll get
+- Optional: Segment by asking one qualifying question
 
 ---
 
 ## SEO Considerations
 
 ### Keyword Strategy
+**Tool landing page**: "[thing] calculator", "[thing] generator", "free [tool type]"
 
-**Tool landing page:**
-- "[thing] calculator"
-- "[thing] generator"
-- "free [tool type]"
-- "[industry] [tool type]"
-
-**Supporting content:**
-- "How to [use case]"
-- "What is [concept tool helps with]"
-- Blog posts that link to tool
+**Supporting content**: "How to [use case]", "What is [concept]"
 
 ### Link Building
-
 Free tools attract links because:
 - Genuinely useful (people reference them)
 - Unique (can't link to just any page)
 - Shareable (social amplification)
 
-**Outreach opportunities:**
-- Roundup posts ("best free tools for X")
-- Resource pages
-- Industry publications
-- Blogs writing about the problem
-
-### Technical SEO
-
-- Fast load time critical
-- Mobile-friendly essential
-- Crawlable content (not just JS app)
-- Proper meta tags
-- Schema markup if applicable
-
 ---
 
-## Lead Capture Strategy
-
-### When to Gate
-
-**Fully gated (email required to use):**
-- High-value, unique tools
-- Personalized reports
-- Risk: Lower usage
-
-**Partially gated (email for full results):**
-- Show preview, gate details
-- Better balance
-- Most common pattern
-
-**Ungated with optional capture:**
-- Tool is free to use
-- Email to save/share results
-- Highest usage, lower capture
-
-**Ungated entirely:**
-- Pure SEO/brand play
-- No direct leads
-- Maximum reach
-
-### Lead Capture Best Practices
-
-- Value exchange clear: "Get your full report"
-- Minimal friction: Email only
-- Show preview of what they'll get
-- Optional: Segment by asking one qualifying question
-
-### Post-Capture
-
-- Immediate email with results/link
-- Nurture sequence relevant to tool topic
-- Clear path to main product
-- Don't spam—provide value
-
----
-
-## Build vs. Buy vs. Embed
+## Build vs. Buy
 
 ### Build Custom
-
-**When:**
-- Unique concept, nothing exists
-- Core to brand/product
-- High strategic value
-- Have development capacity
-
-**Consider:**
-- Development time
-- Ongoing maintenance
-- Hosting costs
-- Bug fixes
+When: Unique concept, core to brand, high strategic value, have dev capacity
 
 ### Use No-Code Tools
-
-**Options:**
-- Outgrow, Involve.me (calculators/quizzes)
-- Typeform, Tally (forms/quizzes)
-- Notion, Coda (databases)
-- Bubble, Webflow (apps)
-
-**When:**
-- Speed to market
-- Limited dev resources
-- Testing concept viability
+Options: Outgrow, Involve.me, Typeform, Tally, Bubble, Webflow
+When: Speed to market, limited dev resources, testing concept
 
 ### Embed Existing
-
-**When:**
-- Something good already exists
-- White-label options available
-- Not core differentiator
-
-**Consider:**
-- Branding limitations
-- Dependency on third party
-- Cost vs. build
+When: Something good exists, white-label available, not core differentiator
 
 ---
 
 ## MVP Scope
 
 ### Minimum Viable Tool
-
-1. **Core functionality only**
-   - Does the one thing
-   - No bells and whistles
-   - Works reliably
-
-2. **Essential UX**
-   - Clear input
-   - Obvious output
-   - Mobile works
-
-3. **Basic lead capture**
-   - Email collection works
-   - Leads go somewhere useful
-   - Follow-up exists
+1. Core functionality only—does the one thing, works reliably
+2. Essential UX—clear input, obvious output, mobile works
+3. Basic lead capture—email collection, leads go somewhere useful
 
 ### What to Skip Initially
-
-- Account creation
-- Saving results
-- Advanced features
-- Perfect design
-- Every edge case
-
-### Iterate Based on Use
-
-- Track where users drop off
-- See what questions they have
-- Add features that get requested
-- Improve based on data
+Account creation, saving results, advanced features, perfect design, every edge case
 
 ---
 
-## Promotion Strategy
-
-### Launch
-
-**Owned channels:**
-- Email list announcement
-- Blog post / landing page
-- Social media
-- Product hunt (if applicable)
-
-**Outreach:**
-- Relevant newsletters
-- Industry publications
-- Bloggers in space
-- Social influencers
-
-### Ongoing
-
-**SEO:**
-- Target tool-related keywords
-- Supporting content
-- Link building
-
-**Social:**
-- Share interesting results (anonymized)
-- Use case examples
-- Tips for using the tool
-
-**Product integration:**
-- Mention in sales process
-- Link from related product features
-- Include in email sequences
-
----
-
-## Measurement
-
-### Metrics to Track
-
-**Acquisition:**
-- Traffic to tool
-- Traffic sources
-- Keyword rankings
-- Backlinks acquired
-
-**Engagement:**
-- Tool usage/completions
-- Time spent
-- Return visitors
-- Shares
-
-**Conversion:**
-- Email captures
-- Lead quality score
-- MQLs generated
-- Pipeline influenced
-- Customers attributed
-
-### Attribution
-
-- UTM parameters for paid promotion
-- Separate landing page for organic
-- Track lead source through funnel
-- Survey new customers
-
----
-
-## Evaluation Framework
-
-### Tool Idea Scorecard
+## Evaluation Scorecard
 
 Rate each factor 1-5:
 
@@ -441,129 +150,23 @@ Rate each factor 1-5:
 |--------|-------|
 | Search demand exists | ___ |
 | Audience match to buyers | ___ |
-| Uniqueness vs. existing tools | ___ |
+| Uniqueness vs. existing | ___ |
 | Natural path to product | ___ |
 | Build feasibility | ___ |
 | Maintenance burden (inverse) | ___ |
 | Link-building potential | ___ |
 | Share-worthiness | ___ |
 
-**25+**: Strong candidate
-**15-24**: Promising, needs refinement
-**<15**: Reconsider or scope differently
-
-### ROI Projection
-
-```
-Estimated monthly leads: [X]
-Lead-to-customer rate: [Y%]
-Average customer value: [$Z]
-
-Monthly value: X × Y% × $Z = $___
-
-Build cost: $___
-Monthly maintenance: $___
-
-Payback period: Build cost / (Monthly value - Monthly maintenance)
-```
+**25+**: Strong candidate | **15-24**: Promising | **<15**: Reconsider
 
 ---
 
-## Output Format
+## Task-Specific Questions
 
-### Tool Strategy Document
-
-```
-# Free Tool Strategy: [Tool Name]
-
-## Concept
-[What it does in one paragraph]
-
-## Target Audience
-[Who uses it, what problem it solves]
-
-## Lead Generation Fit
-[How this connects to your product/sales]
-
-## SEO Opportunity
-- Target keywords: [list]
-- Search volume: [estimate]
-- Competition: [assessment]
-
-## Build Approach
-- Custom / No-code / Embed
-- MVP scope: [core features]
-- Estimated effort: [time/cost]
-
-## Lead Capture Strategy
-- Gating approach: [Full/Partial/Ungated]
-- Capture mechanism: [description]
-- Follow-up sequence: [outline]
-
-## Success Metrics
-- [Metric 1]: [Target]
-- [Metric 2]: [Target]
-
-## Promotion Plan
-- Launch: [channels]
-- Ongoing: [strategy]
-
-## Timeline
-- Phase 1: [scope] - [timeframe]
-- Phase 2: [scope] - [timeframe]
-```
-
-### Implementation Spec
-If moving forward with build
-
-### Promotion Plan
-Detailed launch and ongoing strategy
-
----
-
-## Example Tool Concepts by Business Type
-
-### SaaS Product
-- Product ROI calculator
-- Competitor comparison tool
-- Readiness assessment quiz
-- Template library for use case
-
-### Agency/Services
-- Industry benchmark tool
-- Project scoping calculator
-- Portfolio review tool
-- Cost estimator
-
-### E-commerce
-- Product finder quiz
-- Comparison tool
-- Size/fit calculator
-- Savings calculator
-
-### Developer Tools
-- Code snippet library
-- Testing/preview tool
-- Documentation generator
-- Interactive tutorials
-
-### Finance
-- Financial calculators
-- Investment comparison
-- Budget planner
-- Tax estimator
-
----
-
-## Questions to Ask
-
-If you need more context:
-1. What's your core product/service?
-2. What problems does your audience commonly face?
-3. What existing tools do they use for workarounds?
-4. How do you currently generate leads?
-5. What technical resources are available?
-6. What's the timeline and budget?
+1. What existing tools does your audience use for workarounds?
+2. How do you currently generate leads?
+3. What technical resources are available?
+4. What's the timeline and budget?
 
 ---
 
@@ -573,4 +176,3 @@ If you need more context:
 - **seo-audit**: For SEO-optimizing the tool
 - **analytics-tracking**: For measuring tool usage
 - **email-sequence**: For nurturing leads from the tool
-- **programmatic-seo**: For building tool-based pages at scale

skills/free-tool-strategy/references/tool-types.md

@@ -0,0 +1,217 @@
+# Free Tool Types Reference
+
+Detailed guide to each type of marketing tool you can build.
+
+## Contents
+- Calculators
+- Generators
+- Analyzers/Auditors
+- Testers/Validators
+- Libraries/Resources
+- Interactive Educational
+- Tool Concept Examples by Industry (SaaS product, agency/services, e-commerce, developer tools, finance)
+
+## Calculators
+
+**Best for**: Decisions involving numbers, comparisons, estimates
+
+**Examples**:
+- ROI calculator
+- Savings calculator
+- Cost comparison tool
+- Salary calculator
+- Tax estimator
+- Pricing estimator
+- Compound interest calculator
+- Break-even calculator
+
+**Why they work**:
+- Personalized output
+- High perceived value
+- Share-worthy results
+- Clear problem → solution
+
+**Implementation tips**:
+- Keep inputs simple
+- Show calculations transparently
+- Make results shareable
+- Add "powered by" branding
+
+---
+
+## Generators
+
+**Best for**: Creating something useful quickly
+
+**Examples**:
+- Policy generator (privacy, terms)
+- Template generator
+- Name/tagline generator
+- Email subject line generator
+- Resume builder
+- Color palette generator
+- Logo maker
+- Contract generator
+
+**Why they work**:
+- Tangible output
+- Saves time
+- Easily shared
+- Repeat usage
+
+**Implementation tips**:
+- Output should be immediately usable
+- Allow customization
+- Offer download/export options
+- Include email gating for premium outputs
+
+---
+
+## Analyzers/Auditors
+
+**Best for**: Evaluating existing work or assets
+
+**Examples**:
+- Website grader
+- SEO analyzer
+- Email subject tester
+- Headline analyzer
+- Security checker
+- Performance auditor
+- Accessibility checker
+- Code quality analyzer
+
+**Why they work**:
+- Curiosity-driven
+- Personalized insights
+- Creates awareness of problems
+- Natural lead to solution
+
+**Implementation tips**:
+- Score or grade for gamification
+- Benchmark against averages
+- Provide actionable recommendations
+- Follow up with improvement offers
+
+---
+
+## Testers/Validators
+
+**Best for**: Checking if something works
+
+**Examples**:
+- Meta tag preview
+- Email rendering test
+- Mobile-friendly test
+- Speed test
+- DNS checker
+- SSL certificate checker
+- Redirect checker
+- Broken link finder
+
+**Why they work**:
+- Immediate utility
+- Bookmark-worthy
+- Repeat usage
+- Professional necessity
+
+**Implementation tips**:
+- Fast results are essential
+- Show pass/fail clearly
+- Provide fix instructions
+- Integrate with your product where relevant
+
+---
+
+## Libraries/Resources
+
+**Best for**: Reference material
+
+**Examples**:
+- Icon library
+- Template library
+- Code snippet library
+- Example gallery
+- Industry directory
+- Resource list
+- Swipe file collection
+- Font pairing tool
+
+**Why they work**:
+- High SEO value
+- Ongoing traffic
+- Establishes authority
+- Linkable asset
+
+**Implementation tips**:
+- Make searchable/filterable
+- Allow easy copying/downloading
+- Update regularly
+- Accept community submissions
+
+---
+
+## Interactive Educational
+
+**Best for**: Learning/understanding
+
+**Examples**:
+- Interactive tutorials
+- Code playgrounds
+- Visual explainers
+- Quizzes/assessments
+- Simulators
+- Comparison tools
+- Decision trees
+- Configurators
+
+**Why they work**:
+- Engages deeply
+- Demonstrates expertise
+- Shareable
+- Memory-creating
+
+**Implementation tips**:
+- Make it hands-on
+- Show immediate feedback
+- Lead to deeper resources
+- Capture engaged users
+
+---
+
+## Tool Concept Examples by Industry
+
+### SaaS Product
+- Product ROI calculator
+- Competitor comparison tool
+- Readiness assessment quiz
+- Template library for use case
+- Feature configurator
+
+### Agency/Services
+- Industry benchmark tool
+- Project scoping calculator
+- Portfolio review tool
+- Cost estimator
+- Proposal generator
+
+### E-commerce
+- Product finder quiz
+- Comparison tool
+- Size/fit calculator
+- Savings calculator
+- Gift finder
+
+### Developer Tools
+- Code snippet library
+- Testing/preview tool
+- Documentation generator
+- Interactive tutorials
+- API playground
+
+### Finance
+- Financial calculators
+- Investment comparison
+- Budget planner
+- Tax estimator
+- Loan calculator

skills/launch-strategy/SKILL.md

@@ -1,12 +1,21 @@
 ---
 name: launch-strategy
-description: "When the user wants to plan a product launch, feature announcement, or release strategy. Also use when the user mentions 'launch,' 'Product Hunt,' 'feature release,' 'announcement,' 'go-to-market,' 'beta launch,' 'early access,' 'waitlist,' or 'product update.' This skill covers phased launches, channel strategy, and ongoing launch momentum."
+description: "When the user wants to plan a product launch, feature announcement, or release strategy. Also use when the user mentions 'launch,' 'Product Hunt,' 'feature release,' 'announcement,' 'go-to-market,' 'beta launch,' 'early access,' 'waitlist,' 'product update,' 'how do I launch this,' 'launch checklist,' 'GTM plan,' or 'we're about to ship.' Use this whenever someone is preparing to release something publicly. For ongoing marketing after launch, see marketing-ideas."
+metadata:
+  version: 1.1.0
 ---
 
 # Launch Strategy
 
 You are an expert in SaaS product launches and feature announcements. Your goal is to help users plan launches that build momentum, capture attention, and convert interest into users.
 
+## Before Starting
+
+**Check for product marketing context first:**
+If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
+---
+
 ## Core Philosophy
 
 The best companies don't just launch once—they launch again and again. Every new feature, improvement, and update is an opportunity to capture attention and engage your audience.
@@ -323,9 +332,8 @@ Even small changelog updates remind customers your product is evolving. This bui
 
 ---
 
-## Questions to Ask
+## Task-Specific Questions
 
-If you need more context:
 1. What are you launching? (New product, major feature, minor update)
 2. What's your current audience size and engagement?
 3. What owned channels do you have? (Email list size, blog traffic, community)
@@ -342,3 +350,4 @@ If you need more context:
 - **page-cro**: For optimizing launch landing pages
 - **marketing-psychology**: For psychology behind waitlists and exclusivity
 - **programmatic-seo**: For comparison pages mentioned in post-launch
+- **sales-enablement**: For launch sales collateral and enablement materials

skills/marketing-ideas/SKILL.md

@@ -1,14 +1,19 @@
 ---
 name: marketing-ideas
-description: "When the user needs marketing ideas, inspiration, or strategies for their SaaS or software product. Also use when the user asks for 'marketing ideas,' 'growth ideas,' 'how to market,' 'marketing strategies,' 'marketing tactics,' 'ways to promote,' or 'ideas to grow.' This skill provides 140 proven marketing approaches organized by category."
+description: "When the user needs marketing ideas, inspiration, or strategies for their SaaS or software product. Also use when the user asks for 'marketing ideas,' 'growth ideas,' 'how to market,' 'marketing strategies,' 'marketing tactics,' 'ways to promote,' 'ideas to grow,' 'what else can I try,' 'I don't know how to market this,' 'brainstorm marketing,' or 'what marketing should I do.' Use this as a starting point whenever someone is stuck or looking for inspiration on how to grow. For specific channel execution, see the relevant skill (paid-ads, social-content, email-sequence, etc.)."
+metadata:
+  version: 1.1.0
 ---
 
 # Marketing Ideas for SaaS
 
-You are a marketing strategist with a library of 140 proven marketing ideas. Your goal is to help users find the right marketing strategies for their specific situation, stage, and resources.
+You are a marketing strategist with a library of 139 proven marketing ideas. Your goal is to help users find the right marketing strategies for their specific situation, stage, and resources.
 
 ## How to Use This Skill
 
+**Check for product marketing context first:**
+If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
 When asked for marketing ideas:
 1. Ask about their product, audience, and current stage if not clear
 2. Suggest 3-5 most relevant ideas based on their context
@@ -17,536 +22,125 @@ When asked for marketing ideas:
 
 ---
 
-## The 140 Marketing Ideas
-
-Organized by category for easy reference.
-
----
-
-## Content & SEO
-
-### 3. Easy Keyword Ranking
-Target low-competition keywords where you can rank quickly. Find terms competitors overlook—niche variations, long-tail queries, emerging topics. Build authority in micro-niches before expanding.
-
-### 7. SEO Audit
-Conduct comprehensive technical SEO audits of your own site and share findings publicly. Document fixes and improvements to build authority while improving your rankings.
-
-### 39. Glossary Marketing
-Create comprehensive glossaries defining industry terms. Each term becomes an SEO-optimized page targeting "what is X" searches, building topical authority while capturing top-of-funnel traffic.
-
-### 40. Programmatic SEO
-Build template-driven pages at scale targeting keyword patterns. Location pages, comparison pages, integration pages—any pattern with search volume can become a scalable content engine.
-
-### 41. Content Repurposing
-Transform one piece of content into multiple formats. Blog post becomes Twitter thread, YouTube video, podcast episode, infographic. Maximize ROI on content creation.
-
-### 56. Proprietary Data Content
-Leverage unique data from your product to create original research and reports. Data competitors can't replicate creates linkable, quotable assets.
-
-### 67. Internal Linking
-Strategic internal linking distributes authority and improves crawlability. Build topical clusters connecting related content to strengthen overall SEO performance.
-
-### 73. Content Refreshing
-Regularly update existing content with fresh data, examples, and insights. Refreshed content often outperforms new content and protects existing rankings.
-
-### 74. Knowledge Base SEO
-Optimize help documentation for search. Support articles targeting problem-solution queries capture users actively seeking solutions.
-
-### 137. Parasite SEO
-Publish content on high-authority platforms (Medium, LinkedIn, Substack) that rank faster than your own domain. Funnel that traffic back to your product.
-
----
-
-## Competitor & Comparison
-
-### 2. Competitor Comparison Pages
-Create detailed comparison pages positioning your product against competitors. "[Your Product] vs [Competitor]" and "[Competitor] alternatives" pages capture high-intent searchers.
-
-### 4. Marketing Jiu-Jitsu
-Turn competitor weaknesses into your strengths. When competitors raise prices, launch affordability campaigns. When they have outages, emphasize your reliability.
-
-### 38. Competitive Ad Research
-Study competitor advertising through tools like SpyFu or Facebook Ad Library. Learn what messaging resonates, then improve on their approach.
-
----
-
-## Free Tools & Engineering
-
-### 5. Side Projects as Marketing
-Build small, useful tools related to your main product. Side projects attract users who may later convert, generate backlinks, and showcase your capabilities.
-
-### 30. Engineering as Marketing
-Build free tools that solve real problems for your target audience. Calculators, analyzers, generators—useful utilities that naturally lead to your paid product.
-
-### 31. Importers as Marketing
-Build import tools for competitor data. "Import from [Competitor]" reduces switching friction while capturing users actively looking to leave.
-
-### 92. Quiz Marketing
-Create interactive quizzes that engage users while qualifying leads. Personality quizzes, assessments, and diagnostic tools generate shares and capture emails.
-
-### 93. Calculator Marketing
-Build calculators solving real problems—ROI calculators, pricing estimators, savings tools. Calculators attract links, rank well, and demonstrate value.
-
-### 94. Chrome Extensions
-Create browser extensions providing standalone value. Chrome Web Store becomes another distribution channel while keeping your brand in daily view.
-
-### 110. Microsites
-Build focused microsites for specific campaigns, products, or audiences. Dedicated domains can rank faster and allow bolder positioning.
-
-### 117. Scanners
-Build free scanning tools that audit or analyze something for users. Website scanners, security checkers, performance analyzers—provide value while showcasing expertise.
-
-### 122. Public APIs
-Open APIs enable developers to build on your platform, creating an ecosystem that attracts users and increases switching costs.
-
----
-
-## Paid Advertising
-
-### 18. Podcast Advertising
-Sponsor relevant podcasts to reach engaged audiences. Host-read ads perform especially well due to built-in trust.
-
-### 48. Pre-targeting Ads
-Show awareness ads before launching direct response campaigns. Warm audiences convert better than cold ones.
-
-### 55. Facebook Ads
-Meta's detailed targeting reaches specific audiences. Test creative variations and leverage retargeting for users who've shown interest.
-
-### 57. Instagram Ads
-Visual-first advertising for products with strong imagery. Stories and Reels ads capture attention in native formats.
-
-### 60. Twitter Ads
-Reach engaged professionals discussing industry topics. Promoted tweets and follower campaigns build visibility.
-
-### 62. LinkedIn Ads
-Target by job title, company size, and industry. Premium CPMs justified by B2B purchase intent.
-
-### 64. Reddit Ads
-Reach passionate communities with authentic messaging. Reddit users detect inauthentic ads quickly—transparency wins.
-
-### 66. Quora Ads
-Target users actively asking questions your product answers. Intent-rich environment for educational ads.
-
-### 68. Google Ads
-Capture high-intent search queries. Brand terms protect your name; competitor terms capture switchers; category terms reach researchers.
-
-### 70. YouTube Ads
-Video ads with detailed targeting. Pre-roll and discovery ads reach users consuming related content.
-
-### 72. Cross-Platform Retargeting
-Follow users across platforms with consistent messaging. Retargeting converts window shoppers into buyers.
-
-### 129. Click-to-Messenger Ads
-Ads that open direct conversations rather than landing pages. Higher engagement through immediate dialogue.
-
----
-
-## Social Media & Community
-
-### 42. Community Marketing
-Build and nurture communities around your product or industry. Slack groups, Discord servers, Facebook groups, or forums create loyal advocates.
-
-### 43. Quora Marketing
-Answer relevant questions with genuine expertise. Include product mentions where naturally appropriate.
-
-### 76. Reddit Keyword Research
-Mine Reddit for real language your audience uses. Discover pain points, objections, and desires expressed naturally.
-
-### 82. Reddit Marketing
-Participate authentically in relevant subreddits. Provide value first; promotional content fails without established credibility.
-
-### 105. LinkedIn Audience
-Build personal brands on LinkedIn for B2B reach. Thought leadership content builds authority and drives inbound interest.
-
-### 106. Instagram Audience
-Visual storytelling for products with strong aesthetics. Behind-the-scenes, user stories, and product showcases build following.
-
-### 107. X Audience
-Build presence on X/Twitter through consistent value. Threads, insights, and engagement grow followings that convert.
-
-### 130. Short Form Video
-TikTok, Reels, and Shorts reach new audiences with snackable content. Educational and entertaining short videos spread organically.
-
-### 138. Engagement Pods
-Coordinate with peers to boost each other's content engagement. Early engagement signals help content reach wider audiences.
-
-### 139. Comment Marketing
-Thoughtful comments on relevant content build visibility. Add value to discussions where your target audience pays attention.
-
----
-
-## Email Marketing
-
-### 17. Mistake Email Marketing
-Send "oops" emails when something genuinely goes wrong. Authenticity and transparency often generate higher engagement than polished campaigns.
-
-### 25. Reactivation Emails
-Win back churned or inactive users with targeted campaigns. Remind them of value, share what's new, offer incentives.
-
-### 28. Founder Welcome Email
-Personal welcome emails from founders create connection. Share your story, ask about their goals, start relationships.
-
-### 36. Dynamic Email Capture
-Smart email capture that adapts to user behavior. Exit intent, scroll depth, time on page—trigger popups at the right moment.
-
-### 79. Monthly Newsletters
-Consistent newsletters keep your brand top-of-mind. Curate industry news, share insights, highlight product updates.
-
-### 80. Inbox Placement
-Technical email optimization for deliverability. Authentication, list hygiene, and engagement signals determine whether emails arrive.
-
-### 113. Onboarding Emails
-Guide new users to activation with targeted email sequences. Behavior-triggered emails outperform time-based schedules.
-
-### 115. Win-back Emails
-Re-engage churned users with compelling reasons to return. New features, improvements, or offers reignite interest.
-
-### 116. Trial Reactivation
-Expired trials aren't lost causes. Targeted campaigns highlighting new value can recover abandoned trials.
-
----
-
-## Partnerships & Programs
-
-### 9. Affiliate Discovery Through Backlinks
-Find potential affiliates by analyzing who links to competitors. Sites already promoting similar products may welcome affiliate relationships.
-
-### 27. Influencer Whitelisting
-Run ads through influencer accounts for authentic reach. Whitelisting combines influencer credibility with paid targeting.
-
-### 33. Reseller Programs
-Enable agencies and service providers to resell your product. White-label options create invested distribution partners.
-
-### 37. Expert Networks
-Build networks of certified experts who implement your product. Experts extend your reach while ensuring quality implementations.
-
-### 50. Newsletter Swaps
-Exchange promotional mentions with complementary newsletters. Access each other's audiences without advertising costs.
-
-### 51. Article Quotes
-Contribute expert quotes to journalists and publications. Tools like HARO connect experts with writers seeking sources.
-
-### 77. Pixel Sharing
-Partner with complementary companies to share remarketing audiences. Expand reach through strategic data partnerships.
-
-### 78. Shared Slack Channels
-Create shared channels with partners and customers. Direct communication lines strengthen relationships.
-
-### 97. Affiliate Program
-Structured commission programs for referrers. Affiliates become motivated salespeople earning from successful referrals.
-
-### 98. Integration Marketing
-Joint marketing with integration partners. Combined audiences and shared promotion amplify reach for both products.
-
-### 99. Community Sponsorship
-Sponsor relevant communities, newsletters, or publications. Aligned sponsorships build brand awareness with target audiences.
-
----
-
-## Events & Speaking
-
-### 15. Live Webinars
-Educational webinars demonstrate expertise while generating leads. Interactive formats create engagement and urgency.
-
-### 53. Virtual Summits
-Multi-speaker online events attract audiences through varied perspectives. Summit speakers promote to their audiences, amplifying reach.
-
-### 87. Roadshows
-Take your product on the road to meet customers directly. Regional events create personal connections at scale.
-
-### 90. Local Meetups
-Host or attend local meetups in key markets. In-person connections create stronger relationships than digital alone.
-
-### 91. Meetup Sponsorship
-Sponsor relevant meetups to reach engaged local audiences. Food, venue, or swag sponsorships generate goodwill.
-
-### 103. Conference Speaking
-Speak at industry conferences to reach engaged audiences. Presentations showcase expertise while generating leads.
-
-### 126. Conferences
-Host your own conference to become the center of your industry. User conferences strengthen communities and generate content.
-
-### 132. Conference Sponsorship
-Sponsor relevant conferences for brand visibility. Booth presence, speaking slots, and attendee lists justify investment.
-
----
-
-## PR & Media
-
-### 8. Media Acquisitions as Marketing
-Acquire newsletters, podcasts, or publications in your space. Owned media provides direct access to engaged audiences.
-
-### 52. Press Coverage
-Pitch newsworthy stories to relevant publications. Launches, funding, data, and trends create press opportunities.
-
-### 84. Fundraising PR
-Leverage funding announcements for press coverage. Rounds signal validation and create natural news hooks.
-
-### 118. Documentaries
-Create documentary content exploring your industry or customers. Long-form storytelling builds deep connection and differentiation.
-
----
-
-## Launches & Promotions
-
-### 21. Black Friday Promotions
-Annual deals create urgency and acquisition spikes. Promotional periods capture deal-seekers who become long-term customers.
-
-### 22. Product Hunt Launch
-Structured Product Hunt launches reach early adopters. Preparation, timing, and community engagement drive successful launches.
-
-### 23. Early-Access Referrals
-Reward referrals with earlier access during launches. Waitlist referral programs create viral anticipation.
-
-### 44. New Year Promotions
-New Year brings fresh budgets and goal-setting energy. Promotional timing aligned with renewal mindsets increases conversion.
-
-### 54. Early Access Pricing
-Launch with discounted early access tiers. Early supporters get deals while you build testimonials and feedback.
-
-### 58. Product Hunt Alternatives
-Launch on alternatives to Product Hunt—BetaList, Launching Next, AlternativeTo. Multiple launch platforms expand reach.
-
-### 59. Twitter Giveaways
-Engagement-boosting giveaways that require follows, retweets, or tags. Giveaways grow following while generating buzz.
-
-### 109. Giveaways
-Strategic giveaways attract attention and capture leads. Product giveaways, partner prizes, or experience rewards create engagement.
-
-### 119. Vacation Giveaways
-Grand prize giveaways generate massive engagement. Dream vacation packages motivate sharing and participation.
-
-### 140. Lifetime Deals
-One-time payment deals generate cash and users. Lifetime deal platforms reach deal-hunting audiences willing to pay upfront.
-
----
-
-## Product-Led Growth
-
-### 16. Powered By Marketing
-"Powered by [Your Product]" badges on customer output create free impressions. Every customer becomes a marketing channel.
-
-### 19. Free Migrations
-Offer free migration services from competitors. Reduce switching friction while capturing users ready to leave.
-
-### 20. Contract Buyouts
-Pay to exit competitor contracts. Dramatic commitment removes the final barrier for locked-in prospects.
-
-### 32. One-Click Registration
-Minimize signup friction with one-click OAuth options. Pre-filled forms and instant access increase conversion.
-
-### 69. In-App Upsells
-Strategic upgrade prompts within the product experience. Contextual upsells at usage limits or feature attempts convert best.
-
-### 71. Newsletter Referrals
-Built-in referral programs for newsletters and content. Easy sharing mechanisms turn subscribers into promoters.
-
-### 75. Viral Loops
-Product mechanics that naturally encourage sharing. Collaboration features, public outputs, or referral incentives create organic growth.
-
-### 114. Offboarding Flows
-Optimize cancellation flows to retain or learn. Exit surveys, save offers, and pause options reduce churn.
-
-### 124. Concierge Setup
-White-glove onboarding for high-value accounts. Personal setup assistance increases activation and retention.
-
-### 127. Onboarding Optimization
-Continuous improvement of the new user experience. Faster time-to-value increases conversion and retention.
-
----
-
-## Content Formats
-
-### 1. Playlists as Marketing
-Create Spotify playlists for your audience—productivity playlists, work music, industry-themed collections. Daily listening touchpoints build brand affinity.
-
-### 46. Template Marketing
-Offer free templates users can immediately use. Templates in your product create habit and dependency while showcasing capabilities.
-
-### 49. Graphic Novel Marketing
-Transform complex stories into visual narratives. Graphic novels stand out and make abstract concepts tangible.
-
-### 65. Promo Videos
-High-quality promotional videos showcase your product professionally. Invest in production value for shareable, memorable content.
-
-### 81. Industry Interviews
-Interview customers, experts, and thought leaders. Interview content builds relationships while creating valuable assets.
-
-### 89. Social Screenshots
-Design shareable screenshot templates for social proof. Make it easy for customers to share wins and testimonials.
-
-### 101. Online Courses
-Educational courses establish authority while generating leads. Free courses attract learners; paid courses create revenue.
-
-### 102. Book Marketing
-Author a book establishing expertise in your domain. Books create credibility, speaking opportunities, and media coverage.
-
-### 111. Annual Reports
-Publish annual reports showcasing industry data and trends. Original research becomes a linkable, quotable reference.
-
-### 120. End of Year Wraps
-Personalized year-end summaries users want to share. "Spotify Wrapped" style reports turn data into social content.
-
-### 121. Podcasts
-Launch a podcast reaching audiences during commutes and workouts. Regular audio content builds intimate audience relationships.
-
-### 63. Changelogs
-Public changelogs showcase product momentum. Regular updates demonstrate active development and responsiveness.
-
-### 112. Public Demos
-Live product demonstrations showing real usage. Transparent demos build trust and answer questions in real-time.
-
----
-
-## Unconventional & Creative
-
-### 6. Awards as Marketing
-Create industry awards positioning your brand as tastemaker. Award programs attract applications, sponsors, and press coverage.
-
-### 10. Challenges as Marketing
-Launch viral challenges that spread organically. Creative challenges generate user content and social sharing.
-
-### 11. Reality TV Marketing
-Create reality-show style content following real customers. Documentary competition formats create engaging narratives.
-
-### 12. Controversy as Marketing
-Strategic positioning against industry norms. Contrarian takes generate attention and discussion.
-
-### 13. Moneyball Marketing
-Data-driven marketing finding undervalued channels and tactics. Analytics identify opportunities competitors overlook.
-
-### 14. Curation as Marketing
-Curate valuable resources for your audience. Directories, lists, and collections provide value while building authority.
-
-### 29. Grants as Marketing
-Offer grants to customers or community members. Grant programs generate applications, PR, and goodwill.
-
-### 34. Product Competitions
-Sponsor competitions using your product. Hackathons, design contests, and challenges showcase capabilities while engaging users.
-
-### 35. Cameo Marketing
-Use Cameo celebrities for personalized marketing messages. Unexpected celebrity endorsements generate buzz and shares.
-
-### 83. OOH Advertising
-Out-of-home advertising—billboards, transit ads, and placements. Physical presence in key locations builds brand awareness.
-
-### 125. Marketing Stunts
-Bold, attention-grabbing marketing moments. Well-executed stunts generate press coverage and social sharing.
-
-### 128. Guerrilla Marketing
-Unconventional, low-cost marketing in unexpected places. Creative guerrilla tactics stand out from traditional advertising.
-
-### 136. Humor Marketing
-Use humor to stand out and create memorability. Funny content gets shared and builds brand personality.
-
----
-
-## Platforms & Marketplaces
-
-### 24. Open Source as Marketing
-Open-source components or tools build developer goodwill. Open source creates community, contributions, and credibility.
-
-### 61. App Store Optimization
-Optimize app store listings for discoverability. Keywords, screenshots, and reviews drive organic app installs.
-
-### 86. App Marketplaces
-List in relevant app marketplaces and directories. Salesforce AppExchange, Shopify App Store, and similar platforms provide distribution.
-
-### 95. YouTube Reviews
-Get YouTubers to review your product. Authentic reviews reach engaged audiences and create lasting content.
-
-### 96. YouTube Channel
-Build a YouTube presence with tutorials, updates, and thought leadership. Video content compounds in value over time.
-
-### 108. Source Platforms
-Submit to platforms that aggregate tools and products. G2, Capterra, GetApp, and similar directories drive discovery.
-
-### 88. Review Sites
-Actively manage presence on review platforms. Reviews influence purchase decisions; actively request and respond to them.
-
-### 100. Live Audio
-Host live audio discussions on Twitter Spaces, Clubhouse, or LinkedIn Audio. Real-time conversation creates intimate engagement.
-
----
-
-## International & Localization
-
-### 133. International Expansion
-Expand to new geographic markets. Localization, partnerships, and regional marketing unlock new growth.
-
-### 134. Price Localization
-Adjust pricing for local purchasing power. Localized pricing increases conversion in price-sensitive markets.
-
----
-
-## Developer & Technical
-
-### 104. Investor Marketing
-Market to investors for downstream portfolio introductions. Investors recommend tools to their portfolio companies.
-
-### 123. Certifications
-Create certification programs validating expertise. Certifications create invested advocates while generating training revenue.
-
-### 131. Support as Marketing
-Turn support interactions into marketing opportunities. Exceptional support creates stories customers share.
-
-### 135. Developer Relations
-Build relationships with developer communities. DevRel creates advocates who recommend your product to peers.
-
----
-
-## Audience-Specific
-
-### 26. Two-Sided Referrals
-Reward both referrer and referred in referral programs. Dual incentives motivate sharing while welcoming new users.
-
-### 45. Podcast Tours
-Guest on multiple podcasts reaching your target audience. Podcast tours create compounding awareness across shows.
-
-### 47. Customer Language
-Use the exact words your customers use. Mining reviews, support tickets, and interviews for language that resonates.
+## Ideas by Category (Quick Reference)
+
+| Category | Ideas | Examples |
+|----------|-------|----------|
+| Content & SEO | 1-10 | Programmatic SEO, Glossary marketing, Content repurposing |
+| Competitor | 11-13 | Comparison pages, Marketing jiu-jitsu |
+| Free Tools | 14-22 | Calculators, Generators, Chrome extensions |
+| Paid Ads | 23-34 | LinkedIn, Google, Retargeting, Podcast ads |
+| Social & Community | 35-44 | LinkedIn audience, Reddit marketing, Short-form video |
+| Email | 45-53 | Founder emails, Onboarding sequences, Win-back |
+| Partnerships | 54-64 | Affiliate programs, Integration marketing, Newsletter swaps |
+| Events | 65-72 | Webinars, Conference speaking, Virtual summits |
+| PR & Media | 73-76 | Press coverage, Documentaries |
+| Launches | 77-86 | Product Hunt, Lifetime deals, Giveaways |
+| Product-Led | 87-96 | Viral loops, Powered-by marketing, Free migrations |
+| Content Formats | 97-109 | Podcasts, Courses, Annual reports, Year wraps |
+| Unconventional | 110-122 | Awards, Challenges, Guerrilla marketing |
+| Platforms | 123-130 | App marketplaces, Review sites, YouTube |
+| International | 131-132 | Expansion, Price localization |
+| Developer | 133-136 | DevRel, Certifications |
+| Audience-Specific | 137-139 | Referrals, Podcast tours, Customer language |
+
+**For the complete list with descriptions**: See [references/ideas-by-category.md](references/ideas-by-category.md)
 
 ---
 
 ## Implementation Tips
 
-When suggesting ideas, consider:
+### By Stage
 
-**By Stage:**
-- Pre-launch: Waitlist referrals, early access, Product Hunt prep
-- Early stage: Content, SEO, community, founder-led sales
-- Growth stage: Paid acquisition, partnerships, events
-- Scale: Brand, international, acquisitions
+**Pre-launch:**
+- Waitlist referrals (#79)
+- Early access pricing (#81)
+- Product Hunt prep (#78)
 
-**By Budget:**
-- Free: Content, SEO, community, social media
-- Low budget: Targeted ads, sponsorships, tools
-- Medium budget: Events, partnerships, PR
-- High budget: Acquisitions, conferences, brand campaigns
+**Early stage:**
+- Content & SEO (#1-10)
+- Community (#35)
+- Founder-led sales (#47)
 
-**By Timeline:**
-- Quick wins: Ads, email, social posts
-- Medium-term: Content, SEO, community building
-- Long-term: Brand, thought leadership, platform effects
+**Growth stage:**
+- Paid acquisition (#23-34)
+- Partnerships (#54-64)
+- Events (#65-72)
+
+**Scale:**
+- Brand campaigns
+- International (#131-132)
+- Media acquisitions (#73)
+
+### By Budget
+
+**Free:**
+- Content & SEO
+- Community building
+- Social media
+- Comment marketing
+
+**Low budget:**
+- Targeted ads
+- Sponsorships
+- Free tools
+
+**Medium budget:**
+- Events
+- Partnerships
+- PR
+
+**High budget:**
+- Acquisitions
+- Conferences
+- Brand campaigns
+
+### By Timeline
+
+**Quick wins:**
+- Ads, email, social posts
+
+**Medium-term:**
+- Content, SEO, community
+
+**Long-term:**
+- Brand, thought leadership, platform effects
 
 ---
 
-## Questions to Ask
+## Top Ideas by Use Case
 
-If you need more context:
-1. What's your product and who's your target customer?
-2. What's your current stage and main growth goal?
-3. What's your marketing budget and team size?
-4. What have you already tried that worked or didn't?
-5. What are your competitors doing that you admire or want to counter?
+### Need Leads Fast
+- Google Ads (#31) - High-intent search
+- LinkedIn Ads (#28) - B2B targeting
+- Engineering as Marketing (#15) - Free tool lead gen
+
+### Building Authority
+- Conference Speaking (#70)
+- Book Marketing (#104)
+- Podcasts (#107)
+
+### Low Budget Growth
+- Easy Keyword Ranking (#1)
+- Reddit Marketing (#38)
+- Comment Marketing (#44)
+
+### Product-Led Growth
+- Viral Loops (#93)
+- Powered By Marketing (#87)
+- In-App Upsells (#91)
+
+### Enterprise Sales
+- Investor Marketing (#133)
+- Expert Networks (#57)
+- Conference Sponsorship (#72)
 
 ---
 
 ## Output Format
 
-When recommending ideas:
+When recommending ideas, provide for each:
 
-**For each recommended idea:**
 - **Idea name**: One-line description
 - **Why it fits**: Connection to their situation
 - **How to start**: First 2-3 implementation steps
@@ -555,11 +149,19 @@ When recommending ideas:
 
 ---
 
+## Task-Specific Questions
+
+1. What's your current stage and main growth goal?
+2. What's your marketing budget and team size?
+3. What have you already tried that worked or didn't?
+4. What competitor tactics do you admire?
+
+---
+
 ## Related Skills
 
-- **programmatic-seo**: For scaling SEO content (#40)
-- **competitor-alternatives**: For comparison pages (#2)
+- **programmatic-seo**: For scaling SEO content (#4)
+- **competitor-alternatives**: For comparison pages (#11)
 - **email-sequence**: For email marketing tactics
-- **free-tool-strategy**: For engineering as marketing (#30)
-- **page-cro**: For landing page optimization
-- **ab-test-setup**: For testing marketing experiments
+- **free-tool-strategy**: For engineering as marketing (#15)
+- **referral-program**: For viral growth (#93)

skills/marketing-ideas/references/ideas-by-category.md

@@ -0,0 +1,366 @@
+# The 139 Marketing Ideas
+
+Complete list of proven marketing approaches organized by category.
+
+## Contents
+- Content & SEO (1-10)
+- Competitor & Comparison (11-13)
+- Free Tools & Engineering (14-22)
+- Paid Advertising (23-34)
+- Social Media & Community (35-44)
+- Email Marketing (45-53)
+- Partnerships & Programs (54-64)
+- Events & Speaking (65-72)
+- PR & Media (73-76)
+- Launches & Promotions (77-86)
+- Product-Led Growth (87-96)
+- Content Formats (97-109)
+- Unconventional & Creative (110-122)
+- Platforms & Marketplaces (123-130)
+- International & Localization (131-132)
+- Developer & Technical (133-136)
+- Audience-Specific (137-139)
+
+## Content & SEO (1-10)
+
+1. **Easy Keyword Ranking** - Target low-competition keywords where you can rank quickly. Find terms competitors overlook—niche variations, long-tail queries, emerging topics.
+
+2. **SEO Audit** - Conduct comprehensive technical SEO audits of your own site and share findings publicly. Document fixes and improvements to build authority.
+
+3. **Glossary Marketing** - Create comprehensive glossaries defining industry terms. Each term becomes an SEO-optimized page targeting "what is X" searches.
+
+4. **Programmatic SEO** - Build template-driven pages at scale targeting keyword patterns. Location pages, comparison pages, integration pages—any pattern with search volume.
+
+5. **Content Repurposing** - Transform one piece of content into multiple formats. Blog post becomes Twitter thread, YouTube video, podcast episode, infographic.
+
+6. **Proprietary Data Content** - Leverage unique data from your product to create original research and reports. Data competitors can't replicate creates linkable assets.
+
+7. **Internal Linking** - Strategic internal linking distributes authority and improves crawlability. Build topical clusters connecting related content.
+
+8. **Content Refreshing** - Regularly update existing content with fresh data, examples, and insights. Refreshed content often outperforms new content.
+
+9. **Knowledge Base SEO** - Optimize help documentation for search. Support articles targeting problem-solution queries capture users actively seeking solutions.
+
+10. **Parasite SEO** - Publish content on high-authority platforms (Medium, LinkedIn, Substack) that rank faster than your own domain.
+
+---
+
+## Competitor & Comparison (11-13)
+
+11. **Competitor Comparison Pages** - Create detailed comparison pages positioning your product against competitors. "[Your Product] vs [Competitor]" pages capture high-intent searchers.
+
+12. **Marketing Jiu-Jitsu** - Turn competitor weaknesses into your strengths. When competitors raise prices, launch affordability campaigns.
+
+13. **Competitive Ad Research** - Study competitor advertising through tools like SpyFu or Facebook Ad Library. Learn what messaging resonates.
+
+---
+
+## Free Tools & Engineering (14-22)
+
+14. **Side Projects as Marketing** - Build small, useful tools related to your main product. Side projects attract users who may later convert.
+
+15. **Engineering as Marketing** - Build free tools that solve real problems. Calculators, analyzers, generators—useful utilities that naturally lead to your paid product.
+
+16. **Importers as Marketing** - Build import tools for competitor data. "Import from [Competitor]" reduces switching friction.
+
+17. **Quiz Marketing** - Create interactive quizzes that engage users while qualifying leads. Personality quizzes, assessments, and diagnostic tools generate shares.
+
+18. **Calculator Marketing** - Build calculators solving real problems—ROI calculators, pricing estimators, savings tools. Calculators attract links and rank well.
+
+19. **Chrome Extensions** - Create browser extensions providing standalone value. Chrome Web Store becomes another distribution channel.
+
+20. **Microsites** - Build focused microsites for specific campaigns, products, or audiences. Dedicated domains can rank faster.
+
+21. **Scanners** - Build free scanning tools that audit or analyze something. Website scanners, security checkers, performance analyzers.
+
+22. **Public APIs** - Open APIs enable developers to build on your platform, creating an ecosystem.
+
+---
+
+## Paid Advertising (23-34)
+
+23. **Podcast Advertising** - Sponsor relevant podcasts to reach engaged audiences. Host-read ads perform especially well.
+
+24. **Pre-targeting Ads** - Show awareness ads before launching direct response campaigns. Warm audiences convert better.
+
+25. **Facebook Ads** - Meta's detailed targeting reaches specific audiences. Test creative variations and leverage retargeting.
+
+26. **Instagram Ads** - Visual-first advertising for products with strong imagery. Stories and Reels ads capture attention.
+
+27. **Twitter Ads** - Reach engaged professionals discussing industry topics. Promoted tweets and follower campaigns.
+
+28. **LinkedIn Ads** - Target by job title, company size, and industry. Premium CPMs justified by B2B purchase intent.
+
+29. **Reddit Ads** - Reach passionate communities with authentic messaging. Transparency wins on Reddit.
+
+30. **Quora Ads** - Target users actively asking questions your product answers. Intent-rich environment.
+
+31. **Google Ads** - Capture high-intent search queries. Brand terms, competitor terms, and category terms.
+
+32. **YouTube Ads** - Video ads with detailed targeting. Pre-roll and discovery ads reach users consuming related content.
+
+33. **Cross-Platform Retargeting** - Follow users across platforms with consistent messaging.
+
+34. **Click-to-Messenger Ads** - Ads that open direct conversations rather than landing pages.
+
+---
+
+## Social Media & Community (35-44)
+
+35. **Community Marketing** - Build and nurture communities around your product. Slack groups, Discord servers, Facebook groups.
+
+36. **Quora Marketing** - Answer relevant questions with genuine expertise. Include product mentions where naturally appropriate.
+
+37. **Reddit Keyword Research** - Mine Reddit for real language your audience uses. Discover pain points and desires.
+
+38. **Reddit Marketing** - Participate authentically in relevant subreddits. Provide value first.
+
+39. **LinkedIn Audience** - Build personal brands on LinkedIn for B2B reach. Thought leadership builds authority.
+
+40. **Instagram Audience** - Visual storytelling for products with strong aesthetics. Behind-the-scenes and user stories.
+
+41. **X Audience** - Build presence on X/Twitter through consistent value. Threads and insights grow followings.
+
+42. **Short Form Video** - TikTok, Reels, and Shorts reach new audiences with snackable content.
+
+43. **Engagement Pods** - Coordinate with peers to boost each other's content engagement.
+
+44. **Comment Marketing** - Thoughtful comments on relevant content build visibility.
+
+---
+
+## Email Marketing (45-53)
+
+45. **Mistake Email Marketing** - Send "oops" emails when something genuinely goes wrong. Authenticity generates engagement.
+
+46. **Reactivation Emails** - Win back churned or inactive users with targeted campaigns.
+
+47. **Founder Welcome Email** - Personal welcome emails from founders create connection.
+
+48. **Dynamic Email Capture** - Smart email capture that adapts to user behavior. Exit intent, scroll depth triggers.
+
+49. **Monthly Newsletters** - Consistent newsletters keep your brand top-of-mind.
+
+50. **Inbox Placement** - Technical email optimization for deliverability. Authentication and list hygiene.
+
+51. **Onboarding Emails** - Guide new users to activation with targeted sequences.
+
+52. **Win-back Emails** - Re-engage churned users with compelling reasons to return.
+
+53. **Trial Reactivation** - Expired trials aren't lost causes. Targeted campaigns can recover them.
+
+---
+
+## Partnerships & Programs (54-64)
+
+54. **Affiliate Discovery Through Backlinks** - Find potential affiliates by analyzing who links to competitors.
+
+55. **Influencer Whitelisting** - Run ads through influencer accounts for authentic reach.
+
+56. **Reseller Programs** - Enable agencies to resell your product. White-label options create distribution partners.
+
+57. **Expert Networks** - Build networks of certified experts who implement your product.
+
+58. **Newsletter Swaps** - Exchange promotional mentions with complementary newsletters.
+
+59. **Article Quotes** - Contribute expert quotes to journalists. HARO connects experts with writers.
+
+60. **Pixel Sharing** - Partner with complementary companies to share remarketing audiences.
+
+61. **Shared Slack Channels** - Create shared channels with partners and customers.
+
+62. **Affiliate Program** - Structured commission programs for referrers.
+
+63. **Integration Marketing** - Joint marketing with integration partners.
+
+64. **Community Sponsorship** - Sponsor relevant communities, newsletters, or publications.
+
+---
+
+## Events & Speaking (65-72)
+
+65. **Live Webinars** - Educational webinars demonstrate expertise while generating leads.
+
+66. **Virtual Summits** - Multi-speaker online events attract audiences through varied perspectives.
+
+67. **Roadshows** - Take your product on the road to meet customers directly.
+
+68. **Local Meetups** - Host or attend local meetups in key markets.
+
+69. **Meetup Sponsorship** - Sponsor relevant meetups to reach engaged local audiences.
+
+70. **Conference Speaking** - Speak at industry conferences to reach engaged audiences.
+
+71. **Conferences** - Host your own conference to become the center of your industry.
+
+72. **Conference Sponsorship** - Sponsor relevant conferences for brand visibility.
+
+---
+
+## PR & Media (73-76)
+
+73. **Media Acquisitions as Marketing** - Acquire newsletters, podcasts, or publications in your space.
+
+74. **Press Coverage** - Pitch newsworthy stories to relevant publications.
+
+75. **Fundraising PR** - Leverage funding announcements for press coverage.
+
+76. **Documentaries** - Create documentary content exploring your industry or customers.
+
+---
+
+## Launches & Promotions (77-86)
+
+77. **Black Friday Promotions** - Annual deals create urgency and acquisition spikes.
+
+78. **Product Hunt Launch** - Structured Product Hunt launches reach early adopters.
+
+79. **Early-Access Referrals** - Reward referrals with earlier access during launches.
+
+80. **New Year Promotions** - New Year brings fresh budgets and goal-setting energy.
+
+81. **Early Access Pricing** - Launch with discounted early access tiers.
+
+82. **Product Hunt Alternatives** - Launch on BetaList, Launching Next, AlternativeTo.
+
+83. **Twitter Giveaways** - Engagement-boosting giveaways that require follows or retweets.
+
+84. **Giveaways** - Strategic giveaways attract attention and capture leads.
+
+85. **Vacation Giveaways** - Grand prize giveaways generate massive engagement.
+
+86. **Lifetime Deals** - One-time payment deals generate cash and users.
+
+---
+
+## Product-Led Growth (87-96)
+
+87. **Powered By Marketing** - "Powered by [Your Product]" badges create free impressions.
+
+88. **Free Migrations** - Offer free migration services from competitors.
+
+89. **Contract Buyouts** - Pay to exit competitor contracts.
+
+90. **One-Click Registration** - Minimize signup friction with OAuth options.
+
+91. **In-App Upsells** - Strategic upgrade prompts within the product experience.
+
+92. **Newsletter Referrals** - Built-in referral programs for newsletters.
+
+93. **Viral Loops** - Product mechanics that naturally encourage sharing.
+
+94. **Offboarding Flows** - Optimize cancellation flows to retain or learn.
+
+95. **Concierge Setup** - White-glove onboarding for high-value accounts.
+
+96. **Onboarding Optimization** - Continuous improvement of new user experience.
+
+---
+
+## Content Formats (97-109)
+
+97. **Playlists as Marketing** - Create Spotify playlists for your audience.
+
+98. **Template Marketing** - Offer free templates users can immediately use.
+
+99. **Graphic Novel Marketing** - Transform complex stories into visual narratives.
+
+100. **Promo Videos** - High-quality promotional videos showcase your product.
+
+101. **Industry Interviews** - Interview customers, experts, and thought leaders.
+
+102. **Social Screenshots** - Design shareable screenshot templates for social proof.
+
+103. **Online Courses** - Educational courses establish authority while generating leads.
+
+104. **Book Marketing** - Author a book establishing expertise in your domain.
+
+105. **Annual Reports** - Publish annual reports showcasing industry data and trends.
+
+106. **End of Year Wraps** - Personalized year-end summaries users want to share.
+
+107. **Podcasts** - Launch a podcast reaching audiences during commutes.
+
+108. **Changelogs** - Public changelogs showcase product momentum.
+
+109. **Public Demos** - Live product demonstrations showing real usage.
+
+---
+
+## Unconventional & Creative (110-122)
+
+110. **Awards as Marketing** - Create industry awards positioning your brand as tastemaker.
+
+111. **Challenges as Marketing** - Launch viral challenges that spread organically.
+
+112. **Reality TV Marketing** - Create reality-show style content following real customers.
+
+113. **Controversy as Marketing** - Strategic positioning against industry norms.
+
+114. **Moneyball Marketing** - Data-driven marketing finding undervalued channels.
+
+115. **Curation as Marketing** - Curate valuable resources for your audience.
+
+116. **Grants as Marketing** - Offer grants to customers or community members.
+
+117. **Product Competitions** - Sponsor competitions using your product.
+
+118. **Cameo Marketing** - Use Cameo celebrities for personalized messages.
+
+119. **OOH Advertising** - Out-of-home advertising—billboards, transit ads.
+
+120. **Marketing Stunts** - Bold, attention-grabbing marketing moments.
+
+121. **Guerrilla Marketing** - Unconventional, low-cost marketing in unexpected places.
+
+122. **Humor Marketing** - Use humor to stand out and create memorability.
+
+---
+
+## Platforms & Marketplaces (123-130)
+
+123. **Open Source as Marketing** - Open-source components or tools build developer goodwill.
+
+124. **App Store Optimization** - Optimize app store listings for discoverability.
+
+125. **App Marketplaces** - List in Salesforce AppExchange, Shopify App Store, etc.
+
+126. **YouTube Reviews** - Get YouTubers to review your product.
+
+127. **YouTube Channel** - Build a YouTube presence with tutorials and thought leadership.
+
+128. **Source Platforms** - Submit to G2, Capterra, GetApp, and similar directories.
+
+129. **Review Sites** - Actively manage presence on review platforms.
+
+130. **Live Audio** - Host Twitter Spaces, Clubhouse, or LinkedIn Audio discussions.
+
+---
+
+## International & Localization (131-132)
+
+131. **International Expansion** - Expand to new geographic markets with localization.
+
+132. **Price Localization** - Adjust pricing for local purchasing power.
+
+---
+
+## Developer & Technical (133-136)
+
+133. **Investor Marketing** - Market to investors for portfolio introductions.
+
+134. **Certifications** - Create certification programs validating expertise.
+
+135. **Support as Marketing** - Exceptional support creates stories customers share.
+
+136. **Developer Relations** - Build relationships with developer communities.
+
+---
+
+## Audience-Specific (137-139)
+
+137. **Two-Sided Referrals** - Reward both referrer and referred.
+
+138. **Podcast Tours** - Guest on multiple podcasts reaching your target audience.
+
+139. **Customer Language** - Use the exact words your customers use in marketing.

skills/marketing-psychology/SKILL.md

@@ -1,6 +1,8 @@
 ---
 name: marketing-psychology
-description: "When the user wants to apply psychological principles, mental models, or behavioral science to marketing. Also use when the user mentions 'psychology,' 'mental models,' 'cognitive bias,' 'persuasion,' 'behavioral science,' 'why people buy,' 'decision-making,' or 'consumer behavior.' This skill provides 70+ mental models organized for marketing application."
+description: "When the user wants to apply psychological principles, mental models, or behavioral science to marketing. Also use when the user mentions 'psychology,' 'mental models,' 'cognitive bias,' 'persuasion,' 'behavioral science,' 'why people buy,' 'decision-making,' 'consumer behavior,' 'anchoring,' 'social proof,' 'scarcity,' 'loss aversion,' 'framing,' or 'nudge.' Use this whenever someone wants to understand or leverage how people think and make decisions in a marketing context."
+metadata:
+  version: 1.1.0
 ---
 
 # Marketing Psychology & Mental Models
@@ -9,6 +11,9 @@ You are an expert in applying psychological principles and mental models to mark
 
 ## How to Use This Skill
 
+**Check for product marketing context first:**
+If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before applying mental models. Use that context to tailor recommendations to the specific product and audience.
+
 Mental models are thinking tools that help you make better decisions, understand customer behavior, and create more effective marketing. When helping users:
 
 1. Identify which mental models apply to their situation
@@ -431,9 +436,8 @@ When facing a marketing challenge, consider:
 
 ---
 
-## Questions to Ask
+## Task-Specific Questions
 
-If you need more context:
 1. What specific behavior are you trying to influence?
 2. What does your customer believe before encountering your marketing?
 3. Where in the journey (awareness → consideration → decision) is this?

skills/onboarding-cro/SKILL.md

@@ -1,6 +1,8 @@
 ---
 name: onboarding-cro
-description: When the user wants to optimize post-signup onboarding, user activation, first-run experience, or time-to-value. Also use when the user mentions "onboarding flow," "activation rate," "user activation," "first-run experience," "empty states," "onboarding checklist," "aha moment," or "new user experience." For signup/registration optimization, see signup-flow-cro. For ongoing email sequences, see email-sequence.
+description: When the user wants to optimize post-signup onboarding, user activation, first-run experience, or time-to-value. Also use when the user mentions "onboarding flow," "activation rate," "user activation," "first-run experience," "empty states," "onboarding checklist," "aha moment," "new user experience," "users aren't activating," "nobody completes setup," "low activation rate," "users sign up but don't use the product," "time to value," or "first session experience." Use this whenever users are signing up but not sticking around. For signup/registration optimization, see signup-flow-cro. For ongoing email sequences, see email-sequence.
+metadata:
+  version: 1.1.0
 ---
 
 # Onboarding CRO
@@ -9,62 +11,45 @@ You are an expert in user onboarding and activation. Your goal is to help users
 
 ## Initial Assessment
 
+**Check for product marketing context first:**
+If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
 Before providing recommendations, understand:
 
-1. **Product Context**
-   - What type of product? (SaaS tool, marketplace, app, etc.)
-   - B2B or B2C?
-   - What's the core value proposition?
-
-2. **Activation Definition**
-   - What's the "aha moment" for your product?
-   - What action indicates a user "gets it"?
-   - What's your current activation rate?
-
-3. **Current State**
-   - What happens immediately after signup?
-   - Is there an existing onboarding flow?
-   - Where do users currently drop off?
+1. **Product Context** - What type of product? B2B or B2C? Core value proposition?
+2. **Activation Definition** - What's the "aha moment"? What action indicates a user "gets it"?
+3. **Current State** - What happens after signup? Where do users drop off?
 
 ---
 
 ## Core Principles
 
 ### 1. Time-to-Value Is Everything
-- How quickly can someone experience the core value?
-- Remove every step between signup and that moment
-- Consider: Can they experience value BEFORE signup?
+Remove every step between signup and experiencing core value.
 
 ### 2. One Goal Per Session
-- Don't try to teach everything at once
-- Focus first session on one successful outcome
-- Save advanced features for later
+Focus first session on one successful outcome. Save advanced features for later.
 
 ### 3. Do, Don't Show
-- Interactive > Tutorial
-- Doing the thing > Learning about the thing
-- Show UI in context of real tasks
+Interactive > Tutorial. Doing the thing > Learning about the thing.
 
 ### 4. Progress Creates Motivation
-- Show advancement
-- Celebrate completions
-- Make the path visible
+Show advancement. Celebrate completions. Make the path visible.
 
 ---
 
 ## Defining Activation
 
 ### Find Your Aha Moment
+
 The action that correlates most strongly with retention:
 - What do retained users do that churned users don't?
 - What's the earliest indicator of future engagement?
-- What action demonstrates they "got it"?
 
 **Examples by product type:**
 - Project management: Create first project + add team member
 - Analytics: Install tracking + see first report
 - Design tool: Create first design + export/share
-- Collaboration: Invite first teammate
 - Marketplace: Complete first transaction
 
 ### Activation Metrics
@@ -79,18 +64,11 @@ The action that correlates most strongly with retention:
 
 ### Immediate Post-Signup (First 30 Seconds)
 
-**Options:**
-1. **Product-first**: Drop directly into product
-   - Best for: Simple products, B2C, mobile apps
-   - Risk: Blank slate overwhelm
-
-2. **Guided setup**: Short wizard to configure
-   - Best for: Products needing personalization
-   - Risk: Adds friction before value
-
-3. **Value-first**: Show outcome immediately
-   - Best for: Products with demo data or samples
-   - Risk: May not feel "real"
+| Approach | Best For | Risk |
+|----------|----------|------|
+| Product-first | Simple products, B2C, mobile | Blank slate overwhelm |
+| Guided setup | Products needing personalization | Adds friction before value |
+| Value-first | Products with demo data | May not feel "real" |
 
 **Whatever you choose:**
 - Clear single next action
@@ -112,19 +90,6 @@ The action that correlates most strongly with retention:
 - Celebration on completion
 - Dismiss option (don't trap users)
 
-**Checklist item structure:**
-- Clear action verb
-- Benefit hint
-- Estimated time
-- Quick-start capability
-
-Example:
-```
-☐ Connect your first data source (2 min)
-  Get real-time insights from your existing tools
-  [Connect Now]
-```
-
 ### Empty States
 
 Empty states are onboarding opportunities, not dead ends.
@@ -135,44 +100,14 @@ Empty states are onboarding opportunities, not dead ends.
 - Clear primary action to add first item
 - Optional: Pre-populate with example data
 
-**Structure:**
-1. Illustration or preview
-2. Brief explanation of value
-3. Primary CTA to add first item
-4. Optional: Secondary action (import, template)
-
 ### Tooltips and Guided Tours
 
-**When to use:**
-- Complex UI that benefits from orientation
-- Features that aren't self-evident
-- Power features users might miss
-
-**When to avoid:**
-- Simple, intuitive interfaces
-- Mobile apps (limited screen space)
-- When they interrupt important flows
+**When to use:** Complex UI, features that aren't self-evident, power features users might miss
 
 **Best practices:**
 - Max 3-5 steps per tour
-- Point to actual UI elements
 - Dismissable at any time
 - Don't repeat for returning users
-- Consider user-initiated tours
-
-### Progress Indicators
-
-**Types:**
-- Checklist (discrete tasks)
-- Progress bar (% complete)
-- Level/stage indicator
-- Profile completeness
-
-**Best practices:**
-- Show early progress (start at 20%, not 0%)
-- Quick early wins (first items easy to complete)
-- Clear benefit of completing
-- Don't block features behind completion
 
 ---
 
@@ -185,83 +120,40 @@ Empty states are onboarding opportunities, not dead ends.
 - Incomplete onboarding (24h, 72h)
 - Activation achieved (celebration + next step)
 - Feature discovery (days 3, 7, 14)
-- Stalled user re-engagement
 
 **Email should:**
-- Reinforce in-app actions
-- Not duplicate in-app messaging
+- Reinforce in-app actions, not duplicate them
 - Drive back to product with specific CTA
 - Be personalized based on actions taken
 
-### Push Notifications (Mobile)
-
-- Permission timing is critical (not immediately)
-- Clear value proposition for enabling
-- Reserve for genuine value moments
-- Re-engagement for stalled users
-
----
-
-## Engagement Loops
-
-### Building Habits
-- What regular action should users take?
-- What trigger can prompt return?
-- What reward reinforces the behavior?
-
-**Loop structure:**
-Trigger → Action → Variable Reward → Investment
-
-**Examples:**
-- Trigger: Email digest of activity
-- Action: Log in to respond
-- Reward: Social engagement, progress, achievement
-- Investment: Add more data, connections, content
-
-### Milestone Celebrations
-- Acknowledge meaningful achievements
-- Show progress relative to journey
-- Suggest next milestone
-- Shareable moments (social proof generation)
-
 ---
 
 ## Handling Stalled Users
 
 ### Detection
-- Define "stalled" criteria (X days inactive, incomplete setup)
-- Monitor at cohort level
-- Track recovery rate
+Define "stalled" criteria (X days inactive, incomplete setup)
 
 ### Re-engagement Tactics
-1. **Email sequence for incomplete onboarding**
-   - Reminder of value proposition
-   - Address common blockers
-   - Offer help/demo/call
-   - Deadline/urgency if appropriate
 
-2. **In-app recovery**
-   - Welcome back message
-   - Pick up where they left off
-   - Simplified path to activation
-
-3. **Human touch**
-   - For high-value accounts: personal outreach
-   - Offer live walkthrough
-   - Ask what's blocking them
+1. **Email sequence** - Reminder of value, address blockers, offer help
+2. **In-app recovery** - Welcome back, pick up where left off
+3. **Human touch** - For high-value accounts, personal outreach
 
 ---
 
 ## Measurement
 
 ### Key Metrics
-- **Activation rate**: % reaching activation event
-- **Time to activation**: How long to first value
-- **Onboarding completion**: % completing setup
-- **Day 1/7/30 retention**: Return rate by timeframe
-- **Feature adoption**: Which features get used
+
+| Metric | Description |
+|--------|-------------|
+| Activation rate | % reaching activation event |
+| Time to activation | How long to first value |
+| Onboarding completion | % completing setup |
+| Day 1/7/30 retention | Return rate by timeframe |
 
 ### Funnel Analysis
+
 Track drop-off at each step:
 ```
 Signup → Step 1 → Step 2 → Activation → Retention
@@ -275,148 +167,43 @@ Identify biggest drops and focus there.
 ## Output Format
 
 ### Onboarding Audit
-For each issue:
-- **Finding**: What's happening
-- **Impact**: Why it matters
-- **Recommendation**: Specific fix
-- **Priority**: High/Medium/Low
+For each issue: Finding → Impact → Recommendation → Priority
 
 ### Onboarding Flow Design
-- **Activation goal**: What they should achieve
-- **Step-by-step flow**: Each screen/state
-- **Checklist items**: If applicable
-- **Empty states**: Copy and CTA
-- **Email sequence**: Triggers and content
-- **Metrics plan**: What to measure
-
-### Copy Deliverables
-- Welcome screen copy
-- Checklist items with microcopy
+- Activation goal
+- Step-by-step flow
+- Checklist items (if applicable)
 - Empty state copy
-- Tooltip content
-- Email sequence copy
-- Milestone celebration copy
+- Email sequence triggers
+- Metrics plan
 
 ---
 
 ## Common Patterns by Product Type
 
-### B2B SaaS Tool
-1. Short setup wizard (use case selection)
-2. First value-generating action
-3. Team invitation prompt
-4. Checklist for deeper setup
-
-### Marketplace/Platform
-1. Complete profile
-2. First search/browse
-3. First transaction
-4. Repeat engagement loop
-
-### Mobile App
-1. Permission requests (strategic timing)
-2. Quick win in first session
-3. Push notification setup
-4. Habit loop establishment
-
-### Content/Social Platform
-1. Follow/customize feed
-2. First content consumption
-3. First content creation
-4. Social connection/engagement
+| Product Type | Key Steps |
+|--------------|-----------|
+| B2B SaaS | Setup wizard → First value action → Team invite → Deep setup |
+| Marketplace | Complete profile → Browse → First transaction → Repeat loop |
+| Mobile App | Permissions → Quick win → Push setup → Habit loop |
+| Content Platform | Follow/customize → Consume → Create → Engage |
 
 ---
 
 ## Experiment Ideas
 
-### Flow Simplification Experiments
+When recommending experiments, consider tests for:
+- Flow simplification (step count, ordering)
+- Progress and motivation mechanics
+- Personalization by role or goal
+- Support and help availability
 
-**Reduce Friction**
-- Add or remove email verification during onboarding
-- Test empty states vs. pre-populated dummy data
-- Provide pre-filled templates to accelerate setup
-- Add OAuth options for faster account linking
-- Reduce number of required onboarding steps
-
-**Step Sequencing**
-- Test different ordering of onboarding steps
-- Lead with highest-value features first
-- Move friction-heavy steps later in flow
-- Test required vs. optional step balance
-
-**Progress & Motivation**
-- Add progress bars or completion percentages
-- Test onboarding checklists (3-5 items vs. 5-7 items)
-- Gamify milestones with badges or rewards
-- Show "X% complete" messaging
+**For comprehensive experiment ideas**: See [references/experiments.md](references/experiments.md)
 
 ---
 
-### Guided Experience Experiments
+## Task-Specific Questions
 
-**Product Tours**
-- Add interactive product tours (Navattic, Storylane)
-- Test tooltip-based guidance vs. modal walkthroughs
-- Video tutorials for complex workflows
-- Self-paced vs. guided tour options
-
-**CTA Optimization**
-- Test CTA text variations during onboarding
-- Test CTA placement within onboarding screens
-- Add in-app tooltips for advanced features
-- Sticky CTAs that persist during onboarding
-
----
-
-### Personalization Experiments
-
-**User Segmentation**
-- Segment users by role to show relevant features
-- Segment by goal to customize onboarding path
-- Create role-specific dashboards
-- Ask use-case question to personalize flow
-
-**Dynamic Content**
-- Personalized welcome messages
-- Industry-specific examples and templates
-- Dynamic feature recommendations based on answers
-
----
-
-### Quick Wins & Engagement Experiments
-
-**Time-to-Value**
-- Highlight quick wins early ("Complete your first X")
-- Show success messages after key actions
-- Display progress celebrations at milestones
-- Suggest next steps after each completion
-
-**Support & Help**
-- Offer free onboarding calls for complex products
-- Add contextual help throughout onboarding
-- Test chat support availability during onboarding
-- Proactive outreach for stuck users
-
----
-
-### Email & Multi-Channel Experiments
-
-**Onboarding Emails**
-- Personalized welcome email from founder
-- Behavior-based emails (triggered by actions/inactions)
-- Test email timing and frequency
-- Include quick tips and video content
-
-**Feedback Loops**
-- Add NPS survey during onboarding
-- Ask "What's blocking you?" for incomplete users
-- Follow-up based on NPS score
-
----
-
-## Questions to Ask
-
-If you need more context:
 1. What action most correlates with retention?
 2. What happens immediately after signup?
 3. Where do users currently drop off?

skills/onboarding-cro/references/experiments.md

@@ -0,0 +1,258 @@
+# Onboarding Experiment Ideas
+
+Comprehensive list of A/B tests and experiments for user onboarding and activation.
+
+## Contents
+- Flow Simplification Experiments (reduce friction, step sequencing, progress & motivation)
+- Guided Experience Experiments (product tours, CTA optimization, UI guidance)
+- Personalization Experiments (user segmentation, dynamic content)
+- Quick Wins & Engagement Experiments (time-to-value, motivation mechanics, support & help)
+- Email & Multi-Channel Experiments (onboarding emails, email content, feedback loops)
+- Re-engagement Experiments (stalled user recovery, return experience)
+- Technical & UX Experiments (performance, mobile onboarding, accessibility)
+- Metrics to Track
+
+## Flow Simplification Experiments
+
+### Reduce Friction
+
+| Test | Hypothesis |
+|------|------------|
+| Email verification timing | During vs. after onboarding |
+| Empty states vs. dummy data | Pre-populated examples |
+| Pre-filled templates | Accelerate setup with templates |
+| OAuth options | Faster account linking |
+| Required step count | Fewer required steps |
+| Optional vs. required fields | Minimize requirements |
+| Skip options | Allow bypassing non-critical steps |
+
+### Step Sequencing
+
+| Test | Hypothesis |
+|------|------------|
+| Step ordering | Test different sequences |
+| Value-first ordering | Highest-value features first |
+| Friction placement | Move hard steps later |
+| Required vs. optional balance | Ratio of required steps |
+| Single vs. branching paths | One path vs. personalized |
+| Quick start vs. full setup | Minimal path to value |
+
+### Progress & Motivation
+
+| Test | Hypothesis |
+|------|------------|
+| Progress bars | Show completion percentage |
+| Checklist length | 3-5 items vs. 5-7 items |
+| Gamification | Badges, rewards, achievements |
+| Completion messaging | "X% complete" visibility |
+| Starting point | Begin at 20% vs. 0% |
+| Celebration moments | Acknowledge completions |
+
+---
+
+## Guided Experience Experiments
+
+### Product Tours
+
+| Test | Hypothesis |
+|------|------------|
+| Interactive tours | Tools like Navattic, Storylane |
+| Tooltip vs. modal guidance | Subtle vs. attention-grabbing |
+| Video tutorials | For complex workflows |
+| Self-paced vs. guided | User control vs. structured |
+| Tour length | Shorter vs. comprehensive |
+| Tour triggering | Automatic vs. user-initiated |
+
+### CTA Optimization
+
+| Test | Hypothesis |
+|------|------------|
+| CTA text variations | Action-oriented copy testing |
+| CTA placement | Position within screens |
+| In-app tooltips | Feature discovery prompts |
+| Sticky CTAs | Persist during onboarding |
+| CTA contrast | Visual prominence |
+| Secondary CTAs | "Learn more" vs. primary only |
+
+### UI Guidance
+
+| Test | Hypothesis |
+|------|------------|
+| Hotspot highlights | Draw attention to key features |
+| Coachmarks | Contextual tips |
+| Feature announcements | New feature discovery |
+| Contextual help | Help where users need it |
+| Search vs. guided | Self-service vs. directed |
+
+---
+
+## Personalization Experiments
+
+### User Segmentation
+
+| Test | Hypothesis |
+|------|------------|
+| Role-based onboarding | Different paths by role |
+| Goal-based paths | Customize by stated goal |
+| Role-specific dashboards | Relevant default views |
+| Use-case question | Personalize based on answer |
+| Industry-specific paths | Vertical customization |
+| Experience-based | Beginner vs. expert paths |
+
+### Dynamic Content
+
+| Test | Hypothesis |
+|------|------------|
+| Personalized welcome | Name, company, role |
+| Industry examples | Relevant use cases |
+| Dynamic recommendations | Based on user answers |
+| Template suggestions | Pre-filled for segment |
+| Feature highlighting | Relevant to stated goals |
+| Benchmark data | Industry-specific metrics |
+
+---
+
+## Quick Wins & Engagement Experiments
+
+### Time-to-Value
+
+| Test | Hypothesis |
+|------|------------|
+| First quick win | "Complete your first X" |
+| Success messages | After key actions |
+| Progress celebrations | Milestone moments |
+| Next step suggestions | After each completion |
+| Value demonstration | Show what they achieved |
+| Outcome preview | What success looks like |
+
+### Motivation Mechanics
+
+| Test | Hypothesis |
+|------|------------|
+| Achievement badges | Gamification elements |
+| Streaks | Consecutive day engagement |
+| Leaderboards | Social comparison (if appropriate) |
+| Rewards | Incentives for completion |
+| Unlock mechanics | Features revealed progressively |
+
+### Support & Help
+
+| Test | Hypothesis |
+|------|------------|
+| Free onboarding calls | For complex products |
+| Contextual help | Throughout onboarding |
+| Chat support | Availability during onboarding |
+| Proactive outreach | For stuck users |
+| Self-service resources | Help docs, videos |
+| Community access | Peer support early |
+
+---
+
+## Email & Multi-Channel Experiments
+
+### Onboarding Emails
+
+| Test | Hypothesis |
+|------|------------|
+| Founder welcome email | Personal vs. generic |
+| Behavior-based triggers | Action/inaction based |
+| Email timing | Immediate vs. delayed |
+| Email frequency | More vs. fewer touches |
+| Quick tips format | Short actionable content |
+| Video in email | More engaging format |
+
+### Email Content
+
+| Test | Hypothesis |
+|------|------------|
+| Subject lines | Open rate optimization |
+| Personalization depth | Name vs. behavior-based |
+| CTA prominence | Single clear action |
+| Social proof inclusion | Testimonials in email |
+| Urgency messaging | Trial reminders |
+| Plain text vs. designed | Format testing |
+
+### Feedback Loops
+
+| Test | Hypothesis |
+|------|------------|
+| NPS during onboarding | When to ask |
+| Blocking question | "What's stopping you?" |
+| NPS follow-up | Actions based on score |
+| In-app feedback | Thumbs up/down on features |
+| Survey timing | When to request feedback |
+| Feedback incentives | Reward for completing |
+
+---
+
+## Re-engagement Experiments
+
+### Stalled User Recovery
+
+| Test | Hypothesis |
+|------|------------|
+| Re-engagement email timing | When to send |
+| Personal outreach | Human vs. automated |
+| Simplified path | Reduced steps for returners |
+| Incentive offers | Discount or extended trial |
+| Problem identification | Ask what's blocking |
+| Demo offer | Live walkthrough |
+
+### Return Experience
+
+| Test | Hypothesis |
+|------|------------|
+| Welcome back message | Acknowledge return |
+| Progress resume | Pick up where left off |
+| Changed state | What happened while away |
+| Re-onboarding | Fresh start option |
+| Urgency messaging | Trial time remaining |
+
+---
+
+## Technical & UX Experiments
+
+### Performance
+
+| Test | Hypothesis |
+|------|------------|
+| Load time optimization | Faster = higher completion |
+| Progressive loading | Perceived performance |
+| Offline capability | Mobile experience |
+| Error handling | Graceful failure recovery |
+
+### Mobile Onboarding
+
+| Test | Hypothesis |
+|------|------------|
+| Touch targets | Size and spacing |
+| Swipe navigation | Mobile-native patterns |
+| Screen count | Fewer screens needed |
+| Input optimization | Mobile-friendly forms |
+| Permission timing | When to ask |
+
+### Accessibility
+
+| Test | Hypothesis |
+|------|------------|
+| Screen reader support | Accessibility impact |
+| Keyboard navigation | Non-mouse users |
+| Color contrast | Visibility |
+| Font sizing | Readability |
+
+---
+
+## Metrics to Track
+
+For all experiments, measure:
+
+| Metric | Description |
+|--------|-------------|
+| Activation rate | % reaching activation event |
+| Time to activation | Hours/days to first value |
+| Step completion rate | % completing each step |
+| Drop-off points | Where users abandon |
+| Return rate | Users who come back |
+| Day 1/7/30 retention | Engagement over time |
+| Feature adoption | Which features get used |
+| Support requests | Volume during onboarding |

skills/page-cro/SKILL.md

@@ -1,6 +1,8 @@
 ---
 name: page-cro
-description: When the user wants to optimize, improve, or increase conversions on any marketing page — including homepage, landing pages, pricing pages, feature pages, or blog posts. Also use when the user says "CRO," "conversion rate optimization," "this page isn't converting," "improve conversions," or "why isn't this page working." For signup/registration flows, see signup-flow-cro. For post-signup activation, see onboarding-cro. For forms outside of signup, see form-cro. For popups/modals, see popup-cro.
+description: When the user wants to optimize, improve, or increase conversions on any marketing page — including homepage, landing pages, pricing pages, feature pages, or blog posts. Also use when the user says "CRO," "conversion rate optimization," "this page isn't converting," "improve conversions," "why isn't this page working," "my landing page sucks," "nobody's converting," "low conversion rate," "bounce rate is too high," "people leave without signing up," or "this page needs work." Use this even if the user just shares a URL and asks for feedback — they probably want conversion help. For signup/registration flows, see signup-flow-cro. For post-signup activation, see onboarding-cro. For forms outside of signup, see form-cro. For popups/modals, see popup-cro.
+metadata:
+  version: 1.1.0
 ---
 
 # Page Conversion Rate Optimization (CRO)
@@ -9,33 +11,16 @@ You are a conversion rate optimization expert. Your goal is to analyze marketing
 
 ## Initial Assessment
 
+**Check for product marketing context first:**
+If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
 Before providing recommendations, identify:
 
-1. **Page Type**: What kind of page is this?
-   - Homepage
-   - Landing page (paid traffic, specific campaign)
-   - Pricing page
-   - Feature/product page
-   - Blog post with CTA
-   - About page
-   - Other
+1. **Page Type**: Homepage, landing page, pricing, feature, blog, about, other
+2. **Primary Conversion Goal**: Sign up, request demo, purchase, subscribe, download, contact sales
+3. **Traffic Context**: Where are visitors coming from? (organic, paid, email, social)
 
-2. **Primary Conversion Goal**: What's the one thing this page should get visitors to do?
-   - Sign up / Start trial
-   - Request demo
-   - Purchase
-   - Subscribe to newsletter
-   - Download resource
-   - Contact sales
-   - Other
-
-3. **Traffic Context**: If known, where are visitors coming from?
-   - Organic search (what intent?)
-   - Paid ads (what messaging?)
-   - Social media
-   - Email
-   - Referral
-   - Direct
+---
 
 ## CRO Analysis Framework
 
@@ -46,59 +31,46 @@ Analyze the page across these dimensions, in order of impact:
 **Check for:**
 - Can a visitor understand what this is and why they should care within 5 seconds?
 - Is the primary benefit clear, specific, and differentiated?
-- Does it address a real pain point or desire?
 - Is it written in the customer's language (not company jargon)?
 
 **Common issues:**
 - Feature-focused instead of benefit-focused
-- Too vague ("The best solution for your needs")
-- Too clever (sacrificing clarity for creativity)
-- Trying to say everything instead of the one most important thing
+- Too vague or too clever (sacrificing clarity)
+- Trying to say everything instead of the most important thing
 
 ### 2. Headline Effectiveness
 
 **Evaluate:**
 - Does it communicate the core value proposition?
 - Is it specific enough to be meaningful?
-- Does it create curiosity or urgency without being clickbait?
-- Does it match the traffic source's messaging (ad → landing page consistency)?
+- Does it match the traffic source's messaging?
 
 **Strong headline patterns:**
 - Outcome-focused: "Get [desired outcome] without [pain point]"
 - Specificity: Include numbers, timeframes, or concrete details
-- Social proof baked in: "Join 10,000+ teams who..."
-- Direct address of pain: "Tired of [specific problem]?"
+- Social proof: "Join 10,000+ teams who..."
 
 ### 3. CTA Placement, Copy, and Hierarchy
 
 **Primary CTA assessment:**
 - Is there one clear primary action?
-- Is it visible without scrolling (above the fold)?
+- Is it visible without scrolling?
 - Does the button copy communicate value, not just action?
   - Weak: "Submit," "Sign Up," "Learn More"
   - Strong: "Start Free Trial," "Get My Report," "See Pricing"
-- Is there sufficient contrast and visual weight?
 
 **CTA hierarchy:**
 - Is there a logical primary vs. secondary CTA structure?
-- Are CTAs repeated at key decision points (after benefits, after social proof, etc.)?
-- Is the commitment level appropriate for the page stage?
+- Are CTAs repeated at key decision points?
 
 ### 4. Visual Hierarchy and Scannability
 
 **Check:**
 - Can someone scanning get the main message?
 - Are the most important elements visually prominent?
-- Is there clear information hierarchy (H1 → H2 → body)?
-- Is there enough white space to let elements breathe?
+- Is there enough white space?
 - Do images support or distract from the message?
 
-**Common issues:**
-- Wall of text with no visual breaks
-- Competing elements fighting for attention
-- Important information buried below the fold
-- Stock photos that add nothing
-
 ### 5. Trust Signals and Social Proof
 
 **Types to look for:**
@@ -107,49 +79,37 @@ Analyze the page across these dimensions, in order of impact:
 - Case study snippets with real numbers
 - Review scores and counts
 - Security badges (where relevant)
-- "As seen in" media mentions
-- Team/founder credibility
 
-**Placement:**
-- Near CTAs (to reduce friction at decision point)
-- After benefit claims (to validate them)
-- Throughout the page at natural break points
+**Placement:** Near CTAs and after benefit claims
 
 ### 6. Objection Handling
 
-**Identify likely objections for this page type:**
+**Common objections to address:**
 - Price/value concerns
 - "Will this work for my situation?"
 - Implementation difficulty
-- Time to value
-- Switching costs
-- Trust/legitimacy concerns
 - "What if it doesn't work?"
 
-**Check if the page addresses these through:**
-- FAQ sections
-- Guarantee/refund policies
-- Comparison content
-- Feature explanations
-- Process transparency
+**Address through:** FAQ sections, guarantees, comparison content, process transparency
 
 ### 7. Friction Points
 
-**Look for unnecessary friction:**
+**Look for:**
 - Too many form fields
 - Unclear next steps
 - Confusing navigation
 - Required information that shouldn't be required
-- Broken or slow elements
 - Mobile experience issues
 - Long load times
 
+---
+
 ## Output Format
 
 Structure your recommendations as:
 
 ### Quick Wins (Implement Now)
-Changes that are easy to make and likely to have immediate impact.
+Easy changes with likely immediate impact.
 
 ### High-Impact Changes (Prioritize)
 Bigger changes that require more effort but will significantly improve conversions.
@@ -158,177 +118,65 @@ Bigger changes that require more effort but will significantly improve conversio
 Hypotheses worth A/B testing rather than assuming.
 
 ### Copy Alternatives
-For key elements (headlines, CTAs, value props), provide 2-3 alternative versions with rationale.
+For key elements (headlines, CTAs), provide 2-3 alternatives with rationale.
 
 ---
 
 ## Page-Specific Frameworks
 
 ### Homepage CRO
-
-Homepages serve multiple audiences. Focus on:
-- Clear positioning statement that works for cold visitors
-- Quick path to most common conversion action
-- Navigation that helps visitors self-select
-- Handling both "ready to buy" and "still researching" visitors
+- Clear positioning for cold visitors
+- Quick path to most common conversion
+- Handle both "ready to buy" and "still researching"
 
 ### Landing Page CRO
-
-Single-purpose pages. Focus on:
 - Message match with traffic source
 - Single CTA (remove navigation if possible)
-- Complete argument on one page (minimize clicks to convert)
-- Urgency/scarcity if genuine
+- Complete argument on one page
 
 ### Pricing Page CRO
-
-High-intent visitors. Focus on:
 - Clear plan comparison
 - Recommended plan indication
-- Feature clarity (what's included/excluded)
-- Addressing "which plan is right for me?" anxiety
-- Easy path from pricing to checkout
+- Address "which plan is right for me?" anxiety
 
 ### Feature Page CRO
-
-Visitors researching specifics. Focus on:
-- Connecting feature to benefit
+- Connect feature to benefit
 - Use cases and examples
-- Comparison to alternatives
-- Clear CTA to try/buy
+- Clear path to try/buy
 
 ### Blog Post CRO
-
-Content-to-conversion. Focus on:
-- Contextual CTAs that match content topic
-- Lead magnets related to article subject
+- Contextual CTAs matching content topic
 - Inline CTAs at natural stopping points
-- Exit-intent as backup
 
 ---
 
-## Experiment Ideas by Page Type
+## Experiment Ideas
 
-### Homepage Experiments
+When recommending experiments, consider tests for:
+- Hero section (headline, visual, CTA)
+- Trust signals and social proof placement
+- Pricing presentation
+- Form optimization
+- Navigation and UX
 
-**Hero Section**
-- Test headline variations (specific vs. abstract, benefit vs. feature)
-- Add or refine subheadline for clarity
-- Include or exclude prominent CTA above the fold
-- Test hero visual: screenshot vs. GIF vs. illustration vs. video
-- A/B test CTA button colors for contrast
-- Test different CTA button text ("Start Free Trial" vs. "Get Started" vs. "See Demo")
-- Add interactive demo to engage visitors immediately
-
-**Trust & Social Proof**
-- Test placement of customer logos (hero vs. below fold)
-- Showcase case studies or testimonials in hero section
-- Add trust badges (security, compliance, awards)
-- Test customer count or social proof in headline
-
-**Features & Content**
-- Highlight key features with icons and brief descriptions
-- Test feature section order and prominence
-- Add or remove secondary CTAs throughout page
-
-**Navigation & UX**
-- Add sticky navigation bar with persistent CTA
-- Test navigation menu order (high-priority items at edges)
-- Add prominent CTA button in nav bar
-- Live chat widget vs. AI chatbot for instant support
-- Optimize footer for clarity and secondary conversions
+**For comprehensive experiment ideas by page type**: See [references/experiments.md](references/experiments.md)
 
 ---
 
-### Pricing Page Experiments
-
-**Price Presentation**
-- Highlight annual billing discounts vs. show monthly only vs. show both
-- Test different pricing points ($99 vs. $100 vs. $97)
-- Add "Most Popular" or "Recommended" badge to target plan
-- Experiment with number of visible tiers (3 vs. 4 vs. 2)
-- Use price anchoring strategically
-
-**Pricing UX**
-- Add pricing calculator for complex/usage-based pricing
-- Turn complex pricing table into guided multistep form
-- Test feature comparison table formats
-- Add toggle for monthly/annual with savings highlighted
-- Test "Contact Sales" vs. showing enterprise pricing
-
-**Objection Handling**
-- Add FAQ section addressing common pricing objections
-- Include ROI calculator or value demonstration
-- Add money-back guarantee prominently
-- Show price-per-user breakdowns for team plans
-- Include "What's included" clarity for each tier
-
-**Trust Signals**
-- Add testimonials specific to pricing/value
-- Show customer logos near pricing
-- Display review scores from G2/Capterra
-
----
-
-### Demo Request Page Experiments
-
-**Form Optimization**
-- Simplify demo request form (fewer fields)
-- Test multi-step form with progress bar vs. single-step
-- Test form placement: above fold vs. after content
-- Add or remove phone number field
-- Use field enrichment to hide known fields
-
-**Page Content**
-- Optimize demo page content with benefits above form
-- Add product video or GIF showing demo experience
-- Include "What You'll Learn" section
-- Add customer testimonials near form
-- Address common objections in FAQ
-
-**CTA & Routing**
-- Test demo button CTAs ("Book Your Demo" vs. "Schedule 15-Min Call")
-- Offer on-demand demo alongside live option
-- Personalize demo page messaging based on visitor data
-- Remove navigation to reduce distractions
-- Optimize routing: calendar link for qualified, self-serve for others
-
----
-
-### Resource/Blog Page Experiments
-
-**Content CTAs**
-- Add floating or sticky CTAs on blog posts
-- Test inline CTAs within content vs. end-of-post only
-- Show estimated reading time
-- Add related resources at end of article
-- Test gated vs. free content strategies
-
-**Resource Section**
-- Optimize resource section navigation and filtering
-- Add search functionality
-- Highlight featured or popular resources
-- Test grid vs. list view layouts
-- Create resource bundles by topic
-
----
-
-## Questions to Ask the User
-
-If you need more context, ask:
+## Task-Specific Questions
 
 1. What's your current conversion rate and goal?
 2. Where is traffic coming from?
 3. What does your signup/purchase flow look like after this page?
-4. Do you have any user research, heatmaps, or session recordings?
+4. Do you have user research, heatmaps, or session recordings?
 5. What have you already tried?
 
 ---
 
 ## Related Skills
 
-- **signup-flow-cro**: If the issue is in the signup process itself, not the page leading to it
+- **signup-flow-cro**: If the issue is in the signup process itself
 - **form-cro**: If forms on the page need optimization
-- **popup-cro**: If considering popups as part of the conversion strategy
-- **copywriting**: If the page needs a complete copy rewrite rather than CRO tweaks
+- **popup-cro**: If considering popups as part of the strategy
+- **copywriting**: If the page needs a complete copy rewrite
 - **ab-test-setup**: To properly test recommended changes

skills/page-cro/references/experiments.md

@@ -0,0 +1,248 @@
+# Page CRO Experiment Ideas
+
+Comprehensive list of A/B tests and experiments organized by page type.
+
+## Contents
+- Homepage Experiments (Hero Section, Trust & Social Proof, Features & Content, Navigation & UX)
+- Pricing Page Experiments (Price Presentation, Pricing UX, Objection Handling, Trust Signals)
+- Demo Request Page Experiments (Form Optimization, Page Content, CTA & Routing)
+- Resource/Blog Page Experiments (Content CTAs, Resource Section)
+- Landing Page Experiments (Message Match, Conversion Focus, Page Length)
+- Feature Page Experiments (Feature Presentation, Conversion Path)
+- Cross-Page Experiments (Site-Wide Tests, Navigation Tests)
+
+## Homepage Experiments
+
+### Hero Section
+
+| Test | Hypothesis |
+|------|------------|
+| Headline variations | Specific vs. abstract messaging |
+| Subheadline clarity | Add/refine to support headline |
+| CTA above fold | Include or exclude prominent CTA |
+| Hero visual format | Screenshot vs. GIF vs. illustration vs. video |
+| CTA button color | Test contrast and visibility |
+| CTA button text | "Start Free Trial" vs. "Get Started" vs. "See Demo" |
+| Interactive demo | Engage visitors immediately with product |
+
+### Trust & Social Proof
+
+| Test | Hypothesis |
+|------|------------|
+| Logo placement | Hero section vs. below fold |
+| Case study in hero | Show results immediately |
+| Trust badges | Add security, compliance, awards |
+| Social proof in headline | "Join 10,000+ teams" messaging |
+| Testimonial placement | Above fold vs. dedicated section |
+| Video testimonials | More engaging than text quotes |
+
+### Features & Content
+
+| Test | Hypothesis |
+|------|------------|
+| Feature presentation | Icons + descriptions vs. detailed sections |
+| Section ordering | Move high-value features up |
+| Secondary CTAs | Add/remove throughout page |
+| Benefit vs. feature focus | Lead with outcomes |
+| Comparison section | Show vs. competitors or status quo |
+
+### Navigation & UX
+
+| Test | Hypothesis |
+|------|------------|
+| Sticky navigation | Persistent nav with CTA |
+| Nav menu order | High-priority items at edges |
+| Nav CTA button | Add prominent button in nav |
+| Support widget | Live chat vs. AI chatbot |
+| Footer optimization | Clearer secondary conversions |
+| Exit intent popup | Capture abandoning visitors |
+
+---
+
+## Pricing Page Experiments
+
+### Price Presentation
+
+| Test | Hypothesis |
+|------|------------|
+| Annual vs. monthly display | Highlight savings or simplify |
+| Price points | $99 vs. $100 vs. $97 psychology |
+| "Most Popular" badge | Highlight target plan |
+| Number of tiers | 3 vs. 4 vs. 2 visible options |
+| Price anchoring | Order plans to anchor expectations |
+| Custom enterprise tier | Show vs. "Contact Sales" |
+
+### Pricing UX
+
+| Test | Hypothesis |
+|------|------------|
+| Pricing calculator | For usage-based pricing clarity |
+| Guided pricing flow | Multistep wizard vs. comparison table |
+| Feature comparison format | Table vs. expandable sections |
+| Monthly/annual toggle | With savings highlighted |
+| Plan recommendation quiz | Help visitors choose |
+| Checkout flow length | Steps required after plan selection |
+
+### Objection Handling
+
+| Test | Hypothesis |
+|------|------------|
+| FAQ section | Address pricing objections |
+| ROI calculator | Demonstrate value vs. cost |
+| Money-back guarantee | Prominent placement |
+| Per-user breakdowns | Clarity for team plans |
+| Feature inclusion clarity | What's in each tier |
+| Competitor comparison | Side-by-side value comparison |
+
+### Trust Signals
+
+| Test | Hypothesis |
+|------|------------|
+| Value testimonials | Quotes about ROI specifically |
+| Customer logos | Near pricing section |
+| Review scores | G2/Capterra ratings |
+| Case study snippet | Specific pricing/value results |
+
+---
+
+## Demo Request Page Experiments
+
+### Form Optimization
+
+| Test | Hypothesis |
+|------|------------|
+| Field count | Fewer fields, higher completion |
+| Multi-step vs. single | Progress bar encouragement |
+| Form placement | Above fold vs. after content |
+| Phone field | Include vs. exclude |
+| Field enrichment | Hide fields you can auto-fill |
+| Form labels | Inside field vs. above |
+
+### Page Content
+
+| Test | Hypothesis |
+|------|------------|
+| Benefits above form | Reinforce value before ask |
+| Demo preview | Video/GIF showing demo experience |
+| "What You'll Learn" | Set expectations clearly |
+| Testimonials near form | Reduce friction at decision point |
+| FAQ below form | Address common objections |
+| Video vs. text | Format for explaining value |
+
+### CTA & Routing
+
+| Test | Hypothesis |
+|------|------------|
+| CTA text | "Book Your Demo" vs. "Schedule 15-Min Call" |
+| On-demand option | Instant demo alongside live option |
+| Personalized messaging | Based on visitor data/source |
+| Navigation removal | Reduce page distractions |
+| Calendar integration | Inline booking vs. external link |
+| Qualification routing | Self-serve for some, sales for others |
+
+---
+
+## Resource/Blog Page Experiments
+
+### Content CTAs
+
+| Test | Hypothesis |
+|------|------------|
+| Floating CTAs | Sticky CTA on blog posts |
+| CTA placement | Inline vs. end-of-post only |
+| Reading time display | Estimated reading time |
+| Related resources | End-of-article recommendations |
+| Gated vs. free | Content access strategy |
+| Content upgrades | Specific to article topic |
+
+### Resource Section
+
+| Test | Hypothesis |
+|------|------------|
+| Navigation/filtering | Easier to find relevant content |
+| Search functionality | Find specific resources |
+| Featured resources | Highlight best content |
+| Layout format | Grid vs. list view |
+| Topic bundles | Grouped resources by theme |
+| Download tracking | Gate some, track engagement |
+
+---
+
+## Landing Page Experiments
+
+### Message Match
+
+| Test | Hypothesis |
+|------|------------|
+| Headline matching | Match ad copy exactly |
+| Visual matching | Match ad creative |
+| Offer alignment | Same offer as ad promised |
+| Audience-specific pages | Different pages per segment |
+
+### Conversion Focus
+
+| Test | Hypothesis |
+|------|------------|
+| Navigation removal | Single-focus page |
+| CTA repetition | Multiple CTAs throughout |
+| Form vs. button | Direct capture vs. click-through |
+| Urgency/scarcity | If genuine, test messaging |
+| Social proof density | Amount and placement |
+| Video inclusion | Explain offer with video |
+
+### Page Length
+
+| Test | Hypothesis |
+|------|------------|
+| Short vs. long | Quick conversion vs. complete argument |
+| Above-fold only | Minimal scroll required |
+| Section ordering | Most important content first |
+| Footer removal | Eliminate navigation |
+
+---
+
+## Feature Page Experiments
+
+### Feature Presentation
+
+| Test | Hypothesis |
+|------|------------|
+| Demo/screenshot | Show feature in action |
+| Use case examples | How customers use it |
+| Before/after | Impact visualization |
+| Video walkthrough | Feature tour |
+| Interactive demo | Try feature without signup |
+
+### Conversion Path
+
+| Test | Hypothesis |
+|------|------------|
+| Trial CTA | Feature-specific trial offer |
+| Related features | Cross-link to other features |
+| Comparison | vs. competitors' version |
+| Pricing mention | Connect to relevant plan |
+| Case study link | Feature-specific success story |
+
+---
+
+## Cross-Page Experiments
+
+### Site-Wide Tests
+
+| Test | Hypothesis |
+|------|------------|
+| Chat widget | Impact on conversions |
+| Cookie consent UX | Minimize friction |
+| Page load speed | Performance vs. features |
+| Mobile experience | Responsive optimization |
+| Accessibility | Impact on conversion |
+| Personalization | Dynamic content by segment |
+
+### Navigation Tests
+
+| Test | Hypothesis |
+|------|------------|
+| Menu structure | Information architecture |
+| Search placement | Help visitors find content |
+| CTA in nav | Always-visible conversion path |
+| Breadcrumbs | Navigation clarity |

skills/paid-ads/SKILL.md

@@ -1,6 +1,8 @@
 ---
 name: paid-ads
-description: "When the user wants help with paid advertising campaigns on Google Ads, Meta (Facebook/Instagram), LinkedIn, Twitter/X, or other ad platforms. Also use when the user mentions 'PPC,' 'paid media,' 'ad copy,' 'ad creative,' 'ROAS,' 'CPA,' 'ad campaign,' 'retargeting,' or 'audience targeting.' This skill covers campaign strategy, ad creation, audience targeting, and optimization."
+description: "When the user wants help with paid advertising campaigns on Google Ads, Meta (Facebook/Instagram), LinkedIn, Twitter/X, or other ad platforms. Also use when the user mentions 'PPC,' 'paid media,' 'ROAS,' 'CPA,' 'ad campaign,' 'retargeting,' 'audience targeting,' 'Google Ads,' 'Facebook ads,' 'LinkedIn ads,' 'ad budget,' 'cost per click,' 'ad spend,' or 'should I run ads.' Use this for campaign strategy, audience targeting, bidding, and optimization. For bulk ad creative generation and iteration, see ad-creative. For landing page optimization, see page-cro."
+metadata:
+  version: 1.1.0
 ---
 
 # Paid Ads
@@ -9,6 +11,9 @@ You are an expert performance marketer with direct access to ad platform account
 
 ## Before Starting
 
+**Check for product marketing context first:**
+If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
 Gather this context (ask if not provided):
 
 ### 1. Campaign Goals
@@ -21,7 +26,6 @@ Gather this context (ask if not provided):
 - What are you promoting? (Product, free trial, lead magnet, demo)
 - What's the landing page URL?
 - What makes this offer compelling?
-- Any promotions or urgency elements?
 
 ### 3. Audience
 - Who is the ideal customer?
@@ -33,71 +37,18 @@ Gather this context (ask if not provided):
 - Have you run ads before? What worked/didn't?
 - Do you have existing pixel/conversion data?
 - What's your current funnel conversion rate?
-- Any existing creative assets?
 
 ---
 
 ## Platform Selection Guide
 
-### Google Ads
-**Best for:** High-intent search traffic, capturing existing demand
-**Use when:**
-- People actively search for your solution
-- You have clear keywords with commercial intent
-- You want bottom-of-funnel conversions
-
-**Campaign types:**
-- Search: Keyword-targeted text ads
-- Performance Max: AI-driven cross-channel
-- Display: Banner ads across Google network
-- YouTube: Video ads
-- Demand Gen: Discovery and Gmail placements
-
-### Meta (Facebook/Instagram)
-**Best for:** Demand generation, visual products, broad targeting
-**Use when:**
-- Your product has visual appeal
-- You're creating demand (not just capturing it)
-- You have strong creative assets
-- You want to build audiences for retargeting
-
-**Campaign types:**
-- Advantage+ Shopping: E-commerce automation
-- Lead Gen: In-platform lead forms
-- Conversions: Website conversion optimization
-- Traffic: Link clicks to site
-- Engagement: Social proof building
-
-### LinkedIn Ads
-**Best for:** B2B targeting, reaching decision-makers
-**Use when:**
-- You're selling to businesses
-- Job title/company targeting matters
-- Higher price points justify higher CPCs
-- You need to reach specific industries
-
-**Campaign types:**
-- Sponsored Content: Feed posts
-- Message Ads: Direct InMail
-- Lead Gen Forms: In-platform capture
-- Document Ads: Gated content
-- Conversation Ads: Interactive messaging
-
-### Twitter/X Ads
-**Best for:** Tech audiences, real-time relevance, thought leadership
-**Use when:**
-- Your audience is active on X
-- You have timely/trending content
-- You want to amplify organic content
-- Lower CPMs matter more than precision targeting
-
-### TikTok Ads
-**Best for:** Younger demographics, viral creative, brand awareness
-**Use when:**
-- Your audience skews younger (18-34)
-- You can create native-feeling video content
-- Brand awareness is a goal
-- You have creative capacity for video
+| Platform | Best For | Use When |
+|----------|----------|----------|
+| **Google Ads** | High-intent search traffic | People actively search for your solution |
+| **Meta** | Demand generation, visual products | Creating demand, strong creative assets |
+| **LinkedIn** | B2B, decision-makers | Job title/company targeting matters, higher price points |
+| **Twitter/X** | Tech audiences, thought leadership | Audience is active on X, timely content |
+| **TikTok** | Younger demographics, viral creative | Audience skews 18-34, video capacity |
 
 ---
 
@@ -113,14 +64,11 @@ Account
 │   │   ├── Ad 2: [Creative variation B]
 │   │   └── Ad 3: [Creative variation C]
 │   └── Ad Set 2: [Targeting variation]
-│       └── Ads...
 └── Campaign 2...
 ```
 
 ### Naming Conventions
 
-Use consistent naming for easy analysis:
-
 ```
 [Platform]_[Objective]_[Audience]_[Offer]_[Date]
 
@@ -130,7 +78,7 @@ GOOG_Search_Brand_Demo_Ongoing
 LI_LeadGen_CMOs-SaaS_Whitepaper_Mar24
 ```
 
-### Budget Allocation Framework
+### Budget Allocation
 
 **Testing phase (first 2-4 weeks):**
 - 70% to proven/safe campaigns
@@ -145,213 +93,80 @@ LI_LeadGen_CMOs-SaaS_Whitepaper_Mar24
 
 ## Ad Copy Frameworks
 
-### Primary Text Formulas
+### Key Formulas
 
 **Problem-Agitate-Solve (PAS):**
-```
-[Problem statement]
-[Agitate the pain]
-[Introduce solution]
-[CTA]
-```
-
-Example:
-> Spending hours on manual reporting every week?
-> While you're buried in spreadsheets, your competitors are making decisions.
-> [Product] automates your reports in minutes.
-> Start your free trial →
+> [Problem] → [Agitate the pain] → [Introduce solution] → [CTA]
 
 **Before-After-Bridge (BAB):**
-```
-[Current painful state]
-[Desired future state]
-[Your product as the bridge]
-```
-
-Example:
-> Before: Chasing down approvals across email, Slack, and spreadsheets.
-> After: Every approval tracked, automated, and on time.
-> [Product] connects your tools and keeps projects moving.
+> [Current painful state] → [Desired future state] → [Your product as bridge]
 
 **Social Proof Lead:**
-```
-[Impressive stat or testimonial]
-[What you do]
-[CTA]
-```
+> [Impressive stat or testimonial] → [What you do] → [CTA]
 
-Example:
-> "We cut our reporting time by 75%." — Sarah K., Marketing Director
-> [Product] automates the reports you hate building.
-> See how it works →
-
-### Headline Formulas
-
-**For Search Ads:**
-- [Keyword] + [Benefit]: "Project Management That Teams Actually Use"
-- [Action] + [Outcome]: "Automate Reports | Save 10 Hours Weekly"
-- [Question]: "Tired of Manual Data Entry?"
-- [Number] + [Benefit]: "500+ Teams Trust [Product] for [Outcome]"
-
-**For Social Ads:**
-- Hook with outcome: "How we 3x'd our conversion rate"
-- Hook with curiosity: "The reporting hack no one talks about"
-- Hook with contrarian: "Why we stopped using [common tool]"
-- Hook with specificity: "The exact template we use for..."
-
-### CTA Variations
-
-**Soft CTAs (awareness/consideration):**
-- Learn More
-- See How It Works
-- Watch Demo
-- Get the Guide
-
-**Hard CTAs (conversion):**
-- Start Free Trial
-- Get Started Free
-- Book a Demo
-- Claim Your Discount
-- Buy Now
-
-**Urgency CTAs (when genuine):**
-- Limited Time: 30% Off
-- Offer Ends [Date]
-- Only X Spots Left
+**For detailed templates and headline formulas**: See [references/ad-copy-templates.md](references/ad-copy-templates.md)
 
 ---
 
-## Audience Targeting Strategies
+## Audience Targeting Overview
 
-### Google Ads Audiences
+### Platform Strengths
 
-**Search campaigns:**
-- Keywords (exact, phrase, broad match)
-- Audience layering (observation mode first)
-- Remarketing lists for search ads (RLSA)
+| Platform | Key Targeting | Best Signals |
+|----------|---------------|--------------|
+| Google | Keywords, search intent | What they're searching |
+| Meta | Interests, behaviors, lookalikes | Engagement patterns |
+| LinkedIn | Job titles, companies, industries | Professional identity |
 
-**Display/YouTube:**
-- Custom intent (based on search behavior)
-- In-market audiences
-- Affinity audiences
-- Customer match (upload email lists)
-- Similar/lookalike audiences
+### Key Concepts
 
-### Meta Audiences
+- **Lookalikes**: Base on best customers (by LTV), not all customers
+- **Retargeting**: Segment by funnel stage (visitors vs. cart abandoners)
+- **Exclusions**: Always exclude existing customers and recent converters
 
-**Core audiences (interest/demographic):**
-- Layer interests with AND logic for precision
-- Exclude existing customers
-- Start broad, let algorithm optimize
-
-**Custom audiences:**
-- Website visitors (by page, time on site, frequency)
-- Customer list uploads
-- Engagement (video viewers, page engagers)
-- App activity
-
-**Lookalike audiences:**
-- Source: Best customers (by LTV, not just all customers)
-- Size: Start 1%, expand to 1-3% as you scale
-- Layer: Lookalike + interest for early testing
-
-### LinkedIn Audiences
-
-**Job-based targeting:**
-- Job titles (be specific, avoid broad)
-- Job functions + seniority
-- Skills (self-reported)
-
-**Company-based targeting:**
-- Company size
-- Industry
-- Company names (ABM)
-- Company growth rate
-
-**Combinations that work:**
-- Job function + seniority + company size
-- Industry + job title
-- Company list + decision-maker titles
+**For detailed targeting strategies by platform**: See [references/audience-targeting.md](references/audience-targeting.md)
 
 ---
 
 ## Creative Best Practices
 
 ### Image Ads
-
-**What works:**
 - Clear product screenshots showing UI
 - Before/after comparisons
 - Stats and numbers as focal point
 - Human faces (real, not stock)
 - Bold, readable text overlay (keep under 20%)
 
-**What doesn't:**
-- Generic stock photos
-- Too much text
-- Cluttered visuals
-- Low contrast/hard to read
-
-### Video Ads
-
-**Structure for short-form (15-30 sec):**
+### Video Ads Structure (15-30 sec)
 1. Hook (0-3 sec): Pattern interrupt, question, or bold statement
 2. Problem (3-8 sec): Relatable pain point
 3. Solution (8-20 sec): Show product/benefit
 4. CTA (20-30 sec): Clear next step
 
-**Structure for longer-form (60+ sec):**
-1. Hook (0-5 sec)
-2. Problem deep-dive (5-20 sec)
-3. Solution introduction (20-35 sec)
-4. Social proof (35-45 sec)
-5. How it works (45-55 sec)
-6. CTA with offer (55-60 sec)
-
 **Production tips:**
 - Captions always (85% watch without sound)
 - Vertical for Stories/Reels, square for feed
 - Native feel outperforms polished
 - First 3 seconds determine if they watch
 
-### Ad Creative Testing
-
-**Testing hierarchy:**
+### Creative Testing Hierarchy
 1. Concept/angle (biggest impact)
 2. Hook/headline
 3. Visual style
 4. Body copy
 5. CTA
 
-**Testing approach:**
-- Test one variable at a time for clean data
-- Need 100+ conversions per variant for significance
-- Kill losers fast (3-5 days with sufficient spend)
-- Iterate on winners
-
 ---
 
 ## Campaign Optimization
 
 ### Key Metrics by Objective
 
-**Awareness:**
-- CPM (cost per 1,000 impressions)
-- Reach and frequency
-- Video view rate / watch time
-- Brand lift (if available)
-
-**Consideration:**
-- CTR (click-through rate)
-- CPC (cost per click)
-- Landing page views
-- Time on site from ads
-
-**Conversion:**
-- CPA (cost per acquisition)
-- ROAS (return on ad spend)
-- Conversion rate
-- Cost per lead / cost per sale
+| Objective | Primary Metrics |
+|-----------|-----------------|
+| Awareness | CPM, Reach, Video view rate |
+| Consideration | CTR, CPC, Time on site |
+| Conversion | CPA, ROAS, Conversion rate |
 
 ### Optimization Levers
 
@@ -366,25 +181,13 @@ Example:
 - Creative isn't resonating → test new hooks/angles
 - Audience mismatch → refine targeting
 - Ad fatigue → refresh creative
-- Weak offer → improve value proposition
 
 **If CPM is high:**
 - Audience too narrow → expand targeting
 - High competition → try different placements
 - Low relevance score → improve creative fit
-- Bidding too aggressively → adjust bid caps
 
-### Bid Strategies
-
-**Manual/controlled:**
-- Use when: Learning phase, small budgets, need control
-- Manual CPC, bid caps, cost caps
-
-**Automated/smart:**
-- Use when: Sufficient conversion data (50+ per month), scaling
-- Target CPA, target ROAS, maximize conversions
-
-**Progression:**
+### Bid Strategy Progression
 1. Start with manual or cost caps
 2. Gather conversion data (50+ conversions)
 3. Switch to automated with targets based on historical data
@@ -394,22 +197,13 @@ Example:
 
 ## Retargeting Strategies
 
-### Funnel-Based Retargeting
+### Funnel-Based Approach
 
-**Top of funnel (awareness):**
-- Audience: Blog readers, video viewers, social engagers
-- Message: Educational content, social proof
-- Goal: Move to consideration
-
-**Middle of funnel (consideration):**
-- Audience: Pricing page visitors, feature page visitors
-- Message: Case studies, demos, comparisons
-- Goal: Move to decision
-
-**Bottom of funnel (decision):**
-- Audience: Cart abandoners, trial users, demo no-shows
-- Message: Urgency, objection handling, offers
-- Goal: Convert
+| Funnel Stage | Audience | Message | Goal |
+|--------------|----------|---------|------|
+| Top | Blog readers, video viewers | Educational, social proof | Move to consideration |
+| Middle | Pricing/feature page visitors | Case studies, demos | Move to decision |
+| Bottom | Cart abandoners, trial users | Urgency, objection handling | Convert |
 
 ### Retargeting Windows
 
@@ -420,120 +214,74 @@ Example:
 | Cold (any visit) | 30-90 days | 1-2x/week |
 
 ### Exclusions to Set Up
-
-Always exclude:
-- Existing customers (unless upsell campaign)
+- Existing customers (unless upsell)
 - Recent converters (7-14 day window)
-- Bounced visitors (<10 sec on site)
+- Bounced visitors (<10 sec)
 - Irrelevant pages (careers, support)
 
 ---
 
 ## Reporting & Analysis
 
-### Weekly Review Checklist
-
-- [ ] Spend vs. budget pacing
-- [ ] CPA/ROAS vs. targets
-- [ ] Top and bottom performing ads
-- [ ] Audience performance breakdown
-- [ ] Frequency check (fatigue risk)
-- [ ] Landing page conversion rate
-- [ ] Any disapproved ads or policy issues
-
-### Monthly Analysis
-
-- [ ] Overall channel performance vs. goals
-- [ ] Creative performance trends
-- [ ] Audience insights and learnings
-- [ ] Budget reallocation recommendations
-- [ ] Test results and next tests
-- [ ] Competitive landscape changes
+### Weekly Review
+- Spend vs. budget pacing
+- CPA/ROAS vs. targets
+- Top and bottom performing ads
+- Audience performance breakdown
+- Frequency check (fatigue risk)
+- Landing page conversion rate
 
 ### Attribution Considerations
-
-- Platform attribution is inflated (they want credit)
+- Platform attribution is inflated
 - Use UTM parameters consistently
-- Compare platform data to GA4/analytics
-- Consider incrementality testing for mature accounts
+- Compare platform data to GA4
 - Look at blended CAC, not just platform CPA
 
 ---
 
-## Platform-Specific Setup Guides
+## Platform Setup
 
-### Google Ads Setup Checklist
+Before launching campaigns, ensure proper tracking and account setup.
 
-- [ ] Conversion tracking installed and tested
-- [ ] Google Analytics 4 linked
-- [ ] Audience lists created (remarketing, customer match)
-- [ ] Negative keyword lists built
-- [ ] Ad extensions set up (sitelinks, callouts, structured snippets)
-- [ ] Brand campaign running (protect branded terms)
-- [ ] Competitor campaign considered
-- [ ] Location and language targeting set
-- [ ] Ad schedule aligned with business hours (if B2B)
+**For complete setup checklists by platform**: See [references/platform-setup-checklists.md](references/platform-setup-checklists.md)
 
-### Meta Ads Setup Checklist
-
-- [ ] Pixel installed and events firing
-- [ ] Conversions API set up (server-side tracking)
-- [ ] Custom audiences created
-- [ ] Product catalog connected (if e-commerce)
-- [ ] Domain verified
-- [ ] Business Manager properly configured
-- [ ] Aggregated event measurement prioritized
-- [ ] Creative assets in correct sizes
-- [ ] UTM parameters in all URLs
-
-### LinkedIn Ads Setup Checklist
-
-- [ ] Insight Tag installed
-- [ ] Conversion tracking configured
-- [ ] Matched audiences created
-- [ ] Company page connected
-- [ ] Lead gen form templates created
-- [ ] Document assets uploaded (for Document Ads)
-- [ ] Audience size validated (not too narrow)
-- [ ] Budget realistic for LinkedIn CPCs ($8-15+)
+### Universal Pre-Launch Checklist
+- [ ] Conversion tracking tested with real conversion
+- [ ] Landing page loads fast (<3 sec)
+- [ ] Landing page mobile-friendly
+- [ ] UTM parameters working
+- [ ] Budget set correctly
+- [ ] Targeting matches intended audience
 
 ---
 
 ## Common Mistakes to Avoid
 
-### Strategy Mistakes
+### Strategy
 - Launching without conversion tracking
-- Too many campaigns/ad sets (fragmenting budget)
+- Too many campaigns (fragmenting budget)
 - Not giving algorithms enough learning time
-- Optimizing for wrong metric (clicks vs. conversions)
-- Ignoring landing page experience
+- Optimizing for wrong metric
 
-### Targeting Mistakes
-- Audiences too narrow (can't exit learning phase)
-- Audiences too broad (wasting spend)
+### Targeting
+- Audiences too narrow or too broad
 - Not excluding existing customers
-- Overlapping audiences competing with each other
-- Ignoring negative keywords (Search)
+- Overlapping audiences competing
 
-### Creative Mistakes
-- Only running one ad per ad set
-- Not refreshing creative (ad fatigue)
+### Creative
+- Only one ad per ad set
+- Not refreshing creative (fatigue)
 - Mismatch between ad and landing page
-- Ignoring mobile experience
-- Too much text in images (Meta)
 
-### Budget Mistakes
-- Spreading budget too thin across campaigns
+### Budget
+- Spreading too thin across campaigns
 - Making big budget changes (disrupts learning)
-- Not accounting for platform minimums
 - Stopping campaigns during learning phase
-- Weekend/off-hours spend without adjustment
 
 ---
 
-## Questions to Ask
+## Task-Specific Questions
 
-If you need more context:
 1. What platform(s) are you currently running or want to start with?
 2. What's your monthly ad budget?
 3. What does a successful conversion look like (and what's it worth)?
@@ -543,8 +291,24 @@ If you need more context:
 
 ---
 
+## Tool Integrations
+
+For implementation, see the [tools registry](../../tools/REGISTRY.md). Key advertising platforms:
+
+| Platform | Best For | MCP | Guide |
+|----------|----------|:---:|-------|
+| **Google Ads** | Search intent, high-intent traffic | ✓ | [google-ads.md](../../tools/integrations/google-ads.md) |
+| **Meta Ads** | Demand gen, visual products, B2C | - | [meta-ads.md](../../tools/integrations/meta-ads.md) |
+| **LinkedIn Ads** | B2B, job title targeting | - | [linkedin-ads.md](../../tools/integrations/linkedin-ads.md) |
+| **TikTok Ads** | Younger demographics, video | - | [tiktok-ads.md](../../tools/integrations/tiktok-ads.md) |
+
+For tracking, see also: [ga4.md](../../tools/integrations/ga4.md), [segment.md](../../tools/integrations/segment.md)
+
+---
+
 ## Related Skills
 
+- **ad-creative**: For generating and iterating ad headlines, descriptions, and creative at scale
 - **copywriting**: For landing page copy that converts ad traffic
 - **analytics-tracking**: For proper conversion tracking setup
 - **ab-test-setup**: For landing page testing to improve ROAS

skills/paid-ads/references/ad-copy-templates.md

@@ -0,0 +1,207 @@
+# Ad Copy Templates Reference
+
+Detailed formulas and templates for writing high-converting ad copy.
+
+## Contents
+- Primary Text Formulas (Problem-Agitate-Solve, Before-After-Bridge, Social Proof Lead, Feature-Benefit Bridge, Direct Response)
+- Headline Formulas (For Search Ads, For Social Ads)
+- CTA Variations (Soft CTAs, Hard CTAs, Urgency CTAs, Action-Oriented CTAs)
+- Platform-Specific Copy Guidelines (Google Search Ads, Meta Ads, LinkedIn Ads)
+- Copy Testing Priority
+
+## Primary Text Formulas
+
+### Problem-Agitate-Solve (PAS)
+
+```
+[Problem statement]
+[Agitate the pain]
+[Introduce solution]
+[CTA]
+```
+
+**Example:**
+> Spending hours on manual reporting every week?
+> While you're buried in spreadsheets, your competitors are making decisions.
+> [Product] automates your reports in minutes.
+> Start your free trial →
+
+---
+
+### Before-After-Bridge (BAB)
+
+```
+[Current painful state]
+[Desired future state]
+[Your product as the bridge]
+```
+
+**Example:**
+> Before: Chasing down approvals across email, Slack, and spreadsheets.
+> After: Every approval tracked, automated, and on time.
+> [Product] connects your tools and keeps projects moving.
+
+---
+
+### Social Proof Lead
+
+```
+[Impressive stat or testimonial]
+[What you do]
+[CTA]
+```
+
+**Example:**
+> "We cut our reporting time by 75%." — Sarah K., Marketing Director
+> [Product] automates the reports you hate building.
+> See how it works →
+
+---
+
+### Feature-Benefit Bridge
+
+```
+[Feature]
+[So that...]
+[Which means...]
+```
+
+**Example:**
+> Real-time collaboration on documents
+> So your team always works from the latest version
+> Which means no more version confusion or lost work
+
+---
+
+### Direct Response
+
+```
+[Bold claim/outcome]
+[Proof point]
+[CTA with urgency if genuine]
+```
+
+**Example:**
+> Cut your reporting time by 80%
+> Join 5,000+ marketing teams already using [Product]
+> Start free → First month 50% off
+
+---
+
+## Headline Formulas
+
+### For Search Ads
+
+| Formula | Example |
+|---------|---------|
+| [Keyword] + [Benefit] | "Project Management That Teams Actually Use" |
+| [Action] + [Outcome] | "Automate Reports \| Save 10 Hours Weekly" |
+| [Question] | "Tired of Manual Data Entry?" |
+| [Number] + [Benefit] | "500+ Teams Trust [Product] for [Outcome]" |
+| [Keyword] + [Differentiator] | "CRM Built for Small Teams" |
+| [Price/Offer] + [Keyword] | "Free Project Management \| No Credit Card" |
+
+### For Social Ads
+
+| Type | Example |
+|------|---------|
+| Outcome hook | "How we 3x'd our conversion rate" |
+| Curiosity hook | "The reporting hack no one talks about" |
+| Contrarian hook | "Why we stopped using [common tool]" |
+| Specificity hook | "The exact template we use for..." |
+| Question hook | "What if you could cut your admin time in half?" |
+| Number hook | "7 ways to improve your workflow today" |
+| Story hook | "We almost gave up. Then we found..." |
+
+---
+
+## CTA Variations
+
+### Soft CTAs (awareness/consideration)
+
+Best for: Top of funnel, cold audiences, complex products
+
+- Learn More
+- See How It Works
+- Watch Demo
+- Get the Guide
+- Explore Features
+- See Examples
+- Read the Case Study
+
+### Hard CTAs (conversion)
+
+Best for: Bottom of funnel, warm audiences, clear offers
+
+- Start Free Trial
+- Get Started Free
+- Book a Demo
+- Claim Your Discount
+- Buy Now
+- Sign Up Free
+- Get Instant Access
+
+### Urgency CTAs (use when genuine)
+
+Best for: Limited-time offers, scarcity situations
+
+- Limited Time: 30% Off
+- Offer Ends [Date]
+- Only X Spots Left
+- Last Chance
+- Early Bird Pricing Ends Soon
+
+### Action-Oriented CTAs
+
+Best for: Active voice, clear next step
+
+- Start Saving Time Today
+- Get Your Free Report
+- See Your Score
+- Calculate Your ROI
+- Build Your First Project
+
+---
+
+## Platform-Specific Copy Guidelines
+
+### Google Search Ads
+
+- **Headline limits:** 30 characters each (up to 15 headlines)
+- **Description limits:** 90 characters each (up to 4 descriptions)
+- Include keywords naturally
+- Use all available headline slots
+- Include numbers and stats when possible
+- Test dynamic keyword insertion
+
+### Meta Ads (Facebook/Instagram)
+
+- **Primary text:** 125 characters visible (can be longer, gets truncated)
+- **Headline:** 40 characters recommended
+- Front-load the hook (first line matters most)
+- Emojis can work but test
+- Questions perform well
+- Keep image text under 20%
+
+### LinkedIn Ads
+
+- **Intro text:** 600 characters max (150 recommended)
+- **Headline:** 200 characters max (70 recommended)
+- Professional tone (but not boring)
+- Specific job outcomes resonate
+- Stats and social proof important
+- Avoid consumer-style hype
+
+---
+
+## Copy Testing Priority
+
+When testing ad copy, focus on these elements in order of impact:
+
+1. **Hook/angle** (biggest impact on performance)
+2. **Headline**
+3. **Primary benefit**
+4. **CTA**
+5. **Supporting proof points**
+
+Test one element at a time for clean data.

skills/paid-ads/references/audience-targeting.md

@@ -0,0 +1,243 @@
+# Audience Targeting Reference
+
+Detailed targeting strategies for each major ad platform.
+
+## Contents
+- Google Ads Audiences (Search Campaign Targeting, Display/YouTube Targeting)
+- Meta Audiences (Core Audiences, Custom Audiences, Lookalike Audiences)
+- LinkedIn Audiences (Job-Based Targeting, Company-Based Targeting, High-Performing Combinations)
+- Twitter/X Audiences
+- TikTok Audiences
+- Audience Size Guidelines
+- Exclusion Strategy
+
+## Google Ads Audiences
+
+### Search Campaign Targeting
+
+**Keywords:**
+- Exact match: [keyword] — most precise, lower volume
+- Phrase match: "keyword" — moderate precision and volume
+- Broad match: keyword — highest volume, use with smart bidding
+
+**Audience layering:**
+- Add audiences in "observation" mode first
+- Analyze performance by audience
+- Switch to "targeting" mode for high performers
+
+**RLSA (Remarketing Lists for Search Ads):**
+- Bid higher on past visitors searching your terms
+- Show different ads to returning searchers
+- Exclude converters from prospecting campaigns
+
+### Display/YouTube Targeting
+
+**Custom intent audiences:**
+- Based on recent search behavior
+- Create from your converting keywords
+- High intent, good for prospecting
+
+**In-market audiences:**
+- People actively researching solutions
+- Pre-built by Google
+- Layer with demographics for precision
+
+**Affinity audiences:**
+- Based on interests and habits
+- Better for awareness
+- Broad but can exclude irrelevant
+
+**Customer match:**
+- Upload email lists
+- Retarget existing customers
+- Create lookalikes from best customers
+
+**Similar/lookalike audiences:**
+- Based on your customer match lists
+- Expand reach while maintaining relevance
+- Best when source list is high-quality customers
+
+---
+
+## Meta Audiences
+
+### Core Audiences (Interest/Demographic)
+
+**Interest targeting tips:**
+- Layer interests with AND logic for precision
+- Use Audience Insights to research interests
+- Start broad, let algorithm optimize
+- Exclude existing customers always
+
+**Demographic targeting:**
+- Age and gender (if product-specific)
+- Location (down to zip/postal code)
+- Language
+- Education and work (limited data now)
+
+**Behavior targeting:**
+- Purchase behavior
+- Device usage
+- Travel patterns
+- Life events
+
+### Custom Audiences
+
+**Website visitors:**
+- All visitors (last 180 days max)
+- Specific page visitors
+- Time on site thresholds
+- Frequency (visited X times)
+
+**Customer list:**
+- Upload emails/phone numbers
+- Match rate typically 30-70%
+- Refresh regularly for accuracy
+
+**Engagement audiences:**
+- Video viewers (25%, 50%, 75%, 95%)
+- Page/profile engagers
+- Form openers
+- Instagram engagers
+
+**App activity:**
+- App installers
+- In-app events
+- Purchase events
+
+### Lookalike Audiences
+
+**Source audience quality matters:**
+- Use high-LTV customers, not all customers
+- Purchasers > leads > all visitors
+- Minimum 100 source users, ideally 1,000+
+
+**Size recommendations:**
+- 1% — most similar, smallest reach
+- 1-3% — good balance for most
+- 3-5% — broader, good for scale
+- 5-10% — very broad, awareness only
+
+**Layering strategies:**
+- Lookalike + interest = more precision early
+- Test lookalike-only as you scale
+- Exclude the source audience
+
+---
+
+## LinkedIn Audiences
+
+### Job-Based Targeting
+
+**Job titles:**
+- Be specific (CMO vs. "Marketing")
+- LinkedIn normalizes titles, but verify
+- Stack related titles
+- Exclude irrelevant titles
+
+**Job functions:**
+- Broader than titles
+- Combine with seniority level
+- Good for awareness campaigns
+
+**Seniority levels:**
+- Entry, Senior, Manager, Director, VP, CXO, Partner
+- Layer with function for precision
+
+**Skills:**
+- Self-reported, less reliable
+- Good for technical roles
+- Use as expansion layer
+
+### Company-Based Targeting
+
+**Company size:**
+- 1-10, 11-50, 51-200, 201-500, 501-1000, 1001-5000, 5000+
+- Key filter for B2B
+
+**Industry:**
+- Based on company classification
+- Can be broad, layer with other criteria
+
+**Company names (ABM):**
+- Upload target account list
+- Minimum 300 companies recommended
+- Match rate varies
+
+**Company growth rate:**
+- Hiring rapidly = budget available
+- Good signal for timing
+
+### High-Performing Combinations
+
+| Use Case | Targeting Combination |
+|----------|----------------------|
+| Enterprise sales | Company size 1000+ + VP/CXO + Industry |
+| SMB sales | Company size 11-200 + Manager/Director + Function |
+| Developer tools | Skills + Job function + Company type |
+| ABM campaigns | Company list + Decision-maker titles |
+| Broad awareness | Industry + Seniority + Geography |
+
+---
+
+## Twitter/X Audiences
+
+### Targeting options:
+- Follower lookalikes (accounts similar to followers of X)
+- Interest categories
+- Keywords (in tweets)
+- Conversation topics
+- Events
+- Tailored audiences (your lists)
+
+### Best practices:
+- Follower lookalikes of relevant accounts work well
+- Keyword targeting catches active conversations
+- Lower CPMs than LinkedIn/Meta
+- Less precise, better for awareness
+
+---
+
+## TikTok Audiences
+
+### Targeting options:
+- Demographics (age, gender, location)
+- Interests (TikTok's categories)
+- Behaviors (video interactions)
+- Device (iOS/Android, connection type)
+- Custom audiences (pixel, customer file)
+- Lookalike audiences
+
+### Best practices:
+- Younger skew (18-34 primarily)
+- Interest targeting is broad
+- Creative matters more than targeting
+- Let algorithm optimize with broad targeting
+
+---
+
+## Audience Size Guidelines
+
+| Platform | Minimum Recommended | Ideal Range |
+|----------|-------------------|-------------|
+| Google Search | 1,000+ searches/mo | 5,000-50,000 |
+| Google Display | 100,000+ | 500K-5M |
+| Meta | 100,000+ | 500K-10M |
+| LinkedIn | 50,000+ | 100K-500K |
+| Twitter/X | 50,000+ | 100K-1M |
+| TikTok | 100,000+ | 1M+ |
+
+Too narrow = expensive, slow learning
+Too broad = wasted spend, poor relevance
+
+---
+
+## Exclusion Strategy
+
+Always exclude:
+- Existing customers (unless upsell)
+- Recent converters (7-14 days)
+- Bounced visitors (<10 sec)
+- Employees (by company or email list)
+- Irrelevant page visitors (careers, support)
+- Competitors (if identifiable)

skills/paid-ads/references/platform-setup-checklists.md

@@ -0,0 +1,277 @@
+# Platform Setup Checklists
+
+Complete setup checklists for major ad platforms.
+
+## Contents
+- Google Ads Setup (Account Foundation, Conversion Tracking, Analytics Integration, Audience Setup, Campaign Readiness, Ad Extensions, Brand Protection)
+- Meta Ads Setup (Business Manager Foundation, Pixel & Tracking, Domain & Aggregated Events, Audience Setup, Catalog, Creative Assets, Compliance)
+- LinkedIn Ads Setup (Campaign Manager Foundation, Insight Tag & Tracking, Audience Setup, Lead Gen Forms, Document Ads, Creative Assets, Budget Considerations)
+- Twitter/X Ads Setup (Account Foundation, Tracking, Audience Setup, Creative)
+- TikTok Ads Setup (Account Foundation, Pixel & Tracking, Audience Setup, Creative)
+- Universal Pre-Launch Checklist
+
+## Google Ads Setup
+
+### Account Foundation
+
+- [ ] Google Ads account created and verified
+- [ ] Billing information added
+- [ ] Time zone and currency set correctly
+- [ ] Account access granted to team members
+
+### Conversion Tracking
+
+- [ ] Google tag installed on all pages
+- [ ] Conversion actions created (purchase, lead, signup)
+- [ ] Conversion values assigned (if applicable)
+- [ ] Enhanced conversions enabled
+- [ ] Test conversions firing correctly
+- [ ] Import conversions from GA4 (optional)
+
+### Analytics Integration
+
+- [ ] Google Analytics 4 linked
+- [ ] Auto-tagging enabled
+- [ ] GA4 audiences available in Google Ads
+- [ ] Cross-domain tracking set up (if multiple domains)
+
+### Audience Setup
+
+- [ ] Remarketing tag verified
+- [ ] Website visitor audiences created:
+  - All visitors (180 days)
+  - Key page visitors (pricing, demo, features)
+  - Converters (for exclusion)
+- [ ] Customer match lists uploaded
+- [ ] Similar audiences enabled
+
+### Campaign Readiness
+
+- [ ] Negative keyword lists created:
+  - Universal negatives (free, jobs, careers, reviews, complaints)
+  - Competitor negatives (if needed)
+  - Irrelevant industry terms
+- [ ] Location targeting set (include/exclude)
+- [ ] Language targeting set
+- [ ] Ad schedule configured (if B2B, business hours)
+- [ ] Device bid adjustments considered
+
+### Ad Extensions
+
+- [ ] Sitelinks (4-6 relevant pages)
+- [ ] Callouts (key benefits, offers)
+- [ ] Structured snippets (features, types, services)
+- [ ] Call extension (if phone leads valuable)
+- [ ] Lead form extension (if using)
+- [ ] Price extensions (if applicable)
+- [ ] Image extensions (where available)
+
+### Brand Protection
+
+- [ ] Brand campaign running (protect branded terms)
+- [ ] Competitor campaigns considered
+- [ ] Brand terms in negative lists for non-brand campaigns
+
+---
+
+## Meta Ads Setup
+
+### Business Manager Foundation
+
+- [ ] Business Manager created
+- [ ] Business verified (if running certain ad types)
+- [ ] Ad account created within Business Manager
+- [ ] Payment method added
+- [ ] Team access configured with proper roles
+
+### Pixel & Tracking
+
+- [ ] Meta Pixel installed on all pages
+- [ ] Standard events configured:
+  - PageView (automatic)
+  - ViewContent (product/feature pages)
+  - Lead (form submissions)
+  - Purchase (conversions)
+  - AddToCart (if e-commerce)
+  - InitiateCheckout (if e-commerce)
+- [ ] Conversions API (CAPI) set up for server-side tracking
+- [ ] Event Match Quality score > 6
+- [ ] Test events in Events Manager
+
+### Domain & Aggregated Events
+
+- [ ] Domain verified in Business Manager
+- [ ] Aggregated Event Measurement configured
+- [ ] Top 8 events prioritized in order of importance
+- [ ] Web events prioritized for iOS 14+ tracking
+
+### Audience Setup
+
+- [ ] Custom audiences created:
+  - Website visitors (all, 30/60/90/180 days)
+  - Key page visitors
+  - Video viewers (25%, 50%, 75%, 95%)
+  - Page/Instagram engagers
+  - Customer list uploaded
+- [ ] Lookalike audiences created (1%, 1-3%)
+- [ ] Saved audiences for common targeting
+
+### Catalog (E-commerce)
+
+- [ ] Product catalog connected
+- [ ] Product feed updating correctly
+- [ ] Catalog sales campaigns enabled
+- [ ] Dynamic product ads configured
+
+### Creative Assets
+
+- [ ] Images in correct sizes:
+  - Feed: 1080x1080 (1:1)
+  - Stories/Reels: 1080x1920 (9:16)
+  - Landscape: 1200x628 (1.91:1)
+- [ ] Videos in correct formats
+- [ ] Ad copy variations ready
+- [ ] UTM parameters in all destination URLs
+
+### Compliance
+
+- [ ] Special Ad Categories declared (if housing, credit, employment, politics)
+- [ ] Landing page complies with Meta policies
+- [ ] No prohibited content in ads
+
+---
+
+## LinkedIn Ads Setup
+
+### Campaign Manager Foundation
+
+- [ ] Campaign Manager account created
+- [ ] Company Page connected
+- [ ] Billing information added
+- [ ] Team access configured
+
+### Insight Tag & Tracking
+
+- [ ] LinkedIn Insight Tag installed on all pages
+- [ ] Tag verified and firing
+- [ ] Conversion tracking configured:
+  - URL-based conversions
+  - Event-specific conversions
+- [ ] Conversion values set (if applicable)
+
+### Audience Setup
+
+- [ ] Matched Audiences created:
+  - Website retargeting audiences
+  - Company list uploaded (for ABM)
+  - Contact list uploaded
+- [ ] Lookalike audiences created
+- [ ] Saved audiences for common targeting
+
+### Lead Gen Forms (if using)
+
+- [ ] Lead gen form templates created
+- [ ] Form fields selected (minimize for conversion)
+- [ ] Privacy policy URL added
+- [ ] Thank you message configured
+- [ ] CRM integration set up (or CSV export process)
+
+### Document Ads (if using)
+
+- [ ] Documents uploaded (PDF, PowerPoint)
+- [ ] Gating configured (full gate or preview)
+- [ ] Lead gen form connected
+
+### Creative Assets
+
+- [ ] Single image ads: 1200x627 (1.91:1) or 1080x1080 (1:1)
+- [ ] Carousel images ready
+- [ ] Video specs met (if using)
+- [ ] Ad copy within character limits:
+  - Intro text: 600 max, 150 recommended
+  - Headline: 200 max, 70 recommended
+
+### Budget Considerations
+
+- [ ] Budget realistic for LinkedIn CPCs ($8-15+ typical)
+- [ ] Audience size validated (50K+ recommended)
+- [ ] Daily vs. lifetime budget decided
+- [ ] Bid strategy selected
+
+---
+
+## Twitter/X Ads Setup
+
+### Account Foundation
+
+- [ ] Ads account created
+- [ ] Payment method added
+- [ ] Account verified (if required)
+
+### Tracking
+
+- [ ] Twitter Pixel installed
+- [ ] Conversion events created
+- [ ] Website tag verified
+
+### Audience Setup
+
+- [ ] Tailored audiences created:
+  - Website visitors
+  - Customer lists
+- [ ] Follower lookalikes identified
+- [ ] Interest and keyword targets researched
+
+### Creative
+
+- [ ] Tweet copy within 280 characters
+- [ ] Images: 1200x675 (1.91:1) or 1200x1200 (1:1)
+- [ ] Video specs met (if using)
+- [ ] Cards configured (website, app, etc.)
+
+---
+
+## TikTok Ads Setup
+
+### Account Foundation
+
+- [ ] TikTok Ads Manager account created
+- [ ] Business verification completed
+- [ ] Payment method added
+
+### Pixel & Tracking
+
+- [ ] TikTok Pixel installed
+- [ ] Events configured (ViewContent, Purchase, etc.)
+- [ ] Events API set up (recommended)
+
+### Audience Setup
+
+- [ ] Custom audiences created
+- [ ] Lookalike audiences created
+- [ ] Interest categories identified
+
+### Creative
+
+- [ ] Vertical video (9:16) ready
+- [ ] Native-feeling content (not too polished)
+- [ ] First 3 seconds are compelling hooks
+- [ ] Captions added (most watch without sound)
+- [ ] Music/sounds selected (licensed if needed)
+
+---
+
+## Universal Pre-Launch Checklist
+
+Before launching any campaign:
+
+- [ ] Conversion tracking tested with real conversion
+- [ ] Landing page loads fast (<3 sec)
+- [ ] Landing page mobile-friendly
+- [ ] UTM parameters working
+- [ ] Budget set correctly (daily vs. lifetime)
+- [ ] Start/end dates correct
+- [ ] Targeting matches intended audience
+- [ ] Ad creative approved
+- [ ] Team notified of launch
+- [ ] Reporting dashboard ready

skills/paywall-upgrade-cro/SKILL.md

@@ -1,6 +1,8 @@
 ---
 name: paywall-upgrade-cro
-description: When the user wants to create or optimize in-app paywalls, upgrade screens, upsell modals, or feature gates. Also use when the user mentions "paywall," "upgrade screen," "upgrade modal," "upsell," "feature gate," "convert free to paid," "freemium conversion," "trial expiration screen," "limit reached screen," "plan upgrade prompt," or "in-app pricing." Distinct from public pricing pages (see page-cro) — this skill focuses on in-product upgrade moments where the user has already experienced value.
+description: When the user wants to create or optimize in-app paywalls, upgrade screens, upsell modals, or feature gates. Also use when the user mentions "paywall," "upgrade screen," "upgrade modal," "upsell," "feature gate," "convert free to paid," "freemium conversion," "trial expiration screen," "limit reached screen," "plan upgrade prompt," "in-app pricing," "free users won't upgrade," "trial to paid conversion," or "how do I get users to pay." Use this for any in-product moment where you're asking users to upgrade. Distinct from public pricing pages (see page-cro) — this focuses on in-product upgrade moments where the user has already experienced value. For pricing decisions, see pricing-strategy.
+metadata:
+  version: 1.1.0
 ---
 
 # Paywall and Upgrade Screen CRO
@@ -9,25 +11,16 @@ You are an expert in in-app paywalls and upgrade flows. Your goal is to convert
 
 ## Initial Assessment
 
+**Check for product marketing context first:**
+If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
 Before providing recommendations, understand:
 
-1. **Upgrade Context**
-   - Freemium → Paid conversion
-   - Trial → Paid conversion
-   - Tier upgrade (Basic → Pro)
-   - Feature-specific upsell
-   - Usage limit upsell
+1. **Upgrade Context** - Freemium → Paid? Trial → Paid? Tier upgrade? Feature upsell? Usage limit?
 
-2. **Product Model**
-   - What's free forever?
-   - What's behind the paywall?
-   - What triggers upgrade prompts?
-   - What's the current conversion rate?
+2. **Product Model** - What's free? What's behind paywall? What triggers prompts? Current conversion rate?
 
-3. **User Journey**
-   - At what point does this appear?
-   - What have they experienced already?
-   - What are they trying to do when blocked?
+3. **User Journey** - When does this appear? What have they experienced? What are they trying to do?
 
 ---
 
@@ -35,7 +28,7 @@ Before providing recommendations, understand:
 
 ### 1. Value Before Ask
 - User should have experienced real value first
-- The upgrade should feel like a natural next step
+- Upgrade should feel like natural next step
 - Timing: After "aha moment," not before
 
 ### 2. Show, Don't Just Tell
@@ -46,7 +39,6 @@ Before providing recommendations, understand:
 ### 3. Friction-Free Path
 - Easy to upgrade when ready
 - Don't make them hunt for pricing
-- Remove barriers to conversion
 
 ### 4. Respect the No
 - Don't trap or pressure
@@ -66,84 +58,45 @@ When user clicks a paid-only feature:
 
 ### Usage Limits
 When user hits a limit:
-- Clear indication of what limit was reached
+- Clear indication of limit reached
 - Show what upgrading provides
-- Option to buy more without full upgrade
 - Don't block abruptly
 
 ### Trial Expiration
 When trial is ending:
-- Early warnings (7 days, 3 days, 1 day)
+- Early warnings (7, 3, 1 day)
 - Clear "what happens" on expiration
-- Easy re-activation if expired
 - Summarize value received
 
 ### Time-Based Prompts
-After X days/sessions of free use:
+After X days of free use:
 - Gentle upgrade reminder
 - Highlight unused paid features
-- Not intrusive—banner or subtle modal
 - Easy to dismiss
 
-### Context-Triggered
-When behavior indicates upgrade fit:
-- Power users who'd benefit
-- Teams using solo features
-- Heavy usage approaching limits
-- Inviting teammates
-
 ---
 
 ## Paywall Screen Components
 
-### 1. Headline
-Focus on what they get, not what they pay:
-- "Unlock [Feature] to [Benefit]"
-- "Get more [value] with [Plan]"
-- Not: "Upgrade to Pro for $X/month"
+1. **Headline** - Focus on what they get: "Unlock [Feature] to [Benefit]"
 
-### 2. Value Demonstration
-Show what they're missing:
-- Preview of the feature in action
-- Before/after comparison
-- "With Pro, you could..." examples
-- Specific to their use case if possible
+2. **Value Demonstration** - Preview, before/after, "With Pro you could..."
 
-### 3. Feature Comparison
-If showing tiers:
-- Highlight key differences
-- Current plan clearly marked
-- Recommended plan emphasized
-- Focus on outcomes, not feature lists
+3. **Feature Comparison** - Highlight key differences, current plan marked
 
-### 4. Pricing
-- Clear, simple pricing
-- Annual vs. monthly options
-- Per-seat clarity if applicable
-- Any trials or guarantees
+4. **Pricing** - Clear, simple, annual vs. monthly options
 
-### 5. Social Proof (Optional)
-- Customer quotes about the upgrade
-- "X teams use this feature"
-- Success metrics from upgraded users
+5. **Social Proof** - Customer quotes, "X teams use this"
 
-### 6. CTA
-- Specific: "Upgrade to Pro" not "Upgrade"
-- Value-oriented: "Start Getting [Benefit]"
-- If trial: "Start Free Trial"
+6. **CTA** - Specific and value-oriented: "Start Getting [Benefit]"
 
-### 7. Escape Hatch
-- Clear "Not now" or "Continue with Free"
-- Don't make them feel bad
-- "Maybe later" vs. "No, I'll stay limited"
+7. **Escape Hatch** - Clear "Not now" or "Continue with Free"
 
 ---
 
 ## Specific Paywall Types
 
 ### Feature Lock Paywall
-When clicking a paid feature:
-
 ```
 [Lock Icon]
 This feature is available on Pro
@@ -151,120 +104,57 @@ This feature is available on Pro
 [Feature preview/screenshot]
 
 [Feature name] helps you [benefit]:
-• [Specific capability]
-• [Specific capability]
-• [Specific capability]
+• [Capability]
+• [Capability]
 
 [Upgrade to Pro - $X/mo]
 [Maybe Later]
 ```
 
 ### Usage Limit Paywall
-When hitting a limit:
-
 ```
 You've reached your free limit
 
-[Visual: Progress bar at 100%]
+[Progress bar at 100%]
 
-Free plan: 3 projects
-Pro plan: Unlimited projects
+Free: 3 projects | Pro: Unlimited
 
-You're active! Upgrade to keep building.
-
-[Upgrade to Pro]    [Delete a project]
+[Upgrade to Pro]  [Delete a project]
 ```
 
 ### Trial Expiration Paywall
-When trial is ending:
-
 ```
 Your trial ends in 3 days
 
 What you'll lose:
-• [Feature they've used]
-• [Feature they've used]
-• [Data/work they've created]
+• [Feature used]
+• [Data created]
 
 What you've accomplished:
 • Created X projects
-• [Specific value metric]
 
-[Continue with Pro - $X/mo]
-[Remind me later]    [Downgrade to Free]
+[Continue with Pro]
+[Remind me later]  [Downgrade]
 ```
 
-### Soft Upgrade Prompt
-Non-blocking suggestion:
-
-```
-[Banner or subtle modal]
-
-You've been using [Product] for 2 weeks!
-Teams like yours get X% more [value] with Pro.
-
-[See Pro Features]    [Dismiss]
-```
-
-### Team/Seat Upgrade
-When adding users:
-
-```
-Invite your team
-
-Your plan: Solo (1 user)
-Team plans start at $X/user
-
-• Shared projects
-• Collaboration features
-• Admin controls
-
-[Upgrade to Team]    [Continue Solo]
-```
-
----
-
-## Mobile Paywall Patterns
-
-### iOS/Android Conventions
-- System-like styling builds trust
-- Standard paywall patterns users recognize
-- Free trial emphasis common
-- Subscription terminology they expect
-
-### Mobile-Specific UX
-- Full-screen often acceptable
-- Swipe to dismiss
-- Large tap targets
-- Plan selection with clear visual state
-
-### App Store Considerations
-- Clear pricing display
-- Subscription terms visible
-- Restore purchases option
-- Meet review guidelines
-
 ---
 
 ## Timing and Frequency
 
 ### When to Show
-- **Best**: After value moment, before frustration
+- After value moment, before frustration
 - After activation/aha moment
 - When hitting genuine limits
-- When using adjacent-to-paid features
 
 ### When NOT to Show
 - During onboarding (too early)
 - When they're in a flow
 - Repeatedly after dismissal
-- Before they understand the product
 
 ### Frequency Rules
-- Limit to X per session
+- Limit per session
 - Cool-down after dismiss (days, not hours)
-- Escalate urgency appropriately (trial end)
-- Track annoyance signals (rage clicks, churn)
+- Track annoyance signals
 
 ---
 
@@ -272,101 +162,34 @@ Team plans start at $X/user
 
 ### From Paywall to Payment
 - Minimize steps
-- Keep them in-context if possible
+- Keep in-context if possible
 - Pre-fill known information
-- Show security signals
-
-### Plan Selection
-- Default to recommended plan
-- Annual vs. monthly clear trade-off
-- Feature comparison if helpful
-- FAQ or objection handling nearby
-
-### Checkout
-- Minimal fields
-- Multiple payment methods
-- Trial terms clear
-- Easy cancellation visible (builds trust)
 
 ### Post-Upgrade
 - Immediate access to features
 - Confirmation and receipt
 - Guide to new features
-- Celebrate the upgrade
 
 ---
 
-## A/B Testing Paywalls
+## A/B Testing
 
 ### What to Test
-- Trigger timing (earlier vs. later)
-- Trigger type (feature gate vs. soft prompt)
+- Trigger timing
 - Headline/copy variations
 - Price presentation
 - Trial length
 - Feature emphasis
-- Social proof presence
 - Design/layout
 
 ### Metrics to Track
 - Paywall impression rate
 - Click-through to upgrade
-- Upgrade completion rate
+- Completion rate
 - Revenue per user
 - Churn rate post-upgrade
-- Time to upgrade
 
----
-
-## Output Format
-
-### Paywall Design
-For each paywall:
-- **Trigger**: When it appears
-- **Context**: What user was doing
-- **Type**: Feature gate, limit, trial, etc.
-- **Copy**: Full copy with headline, body, CTA
-- **Design notes**: Layout, visual elements
-- **Mobile**: Mobile-specific considerations
-- **Frequency**: How often shown
-- **Exit path**: How to dismiss
-
-### Upgrade Flow
-- Step-by-step screens
-- Copy for each step
-- Decision points
-- Success state
-
-### Metrics Plan
-What to measure and expected benchmarks
-
----
-
-## Common Patterns by Business Model
-
-### Freemium SaaS
-- Generous free tier to build habit
-- Feature gates for power features
-- Usage limits for volume
-- Soft prompts for heavy free users
-
-### Free Trial
-- Trial countdown prominent
-- Value summary at expiration
-- Grace period or easy restart
-- Win-back for expired trials
-
-### Usage-Based
-- Clear usage tracking
-- Alerts at thresholds (75%, 100%)
-- Easy to add more without plan change
-- Volume discounts visible
-
-### Per-Seat
-- Friction at invitation
-- Team feature highlights
-- Volume pricing clear
-- Admin value proposition
+**For comprehensive experiment ideas**: See [references/experiments.md](references/experiments.md)
 
 ---
 
@@ -375,184 +198,18 @@ What to measure and expected benchmarks
 ### Dark Patterns
 - Hiding the close button
 - Confusing plan selection
-- Buried downgrade option
-- Misleading urgency
 - Guilt-trip copy
 
 ### Conversion Killers
 - Asking before value delivered
 - Too frequent prompts
 - Blocking critical flows
-- Unclear pricing
 - Complicated upgrade process
 
-### Trust Destroyers
-- Surprise charges
-- Hard-to-cancel subscriptions
-- Bait and switch
-- Data hostage tactics
-
 ---
 
-## Experiment Ideas
+## Task-Specific Questions
 
-### Trigger & Timing Experiments
-
-**When to Show**
-- Test trigger timing: after aha moment vs. at feature attempt
-- Early trial reminder (7 days) vs. late reminder (1 day before)
-- Show after X actions completed vs. after X days
-- Test soft prompts at different engagement thresholds
-- Trigger based on usage patterns vs. time-based only
-
-**Trigger Type**
-- Hard gate (can't proceed) vs. soft gate (preview + prompt)
-- Feature lock vs. usage limit as primary trigger
-- In-context modal vs. dedicated upgrade page
-- Banner reminder vs. modal prompt
-- Exit-intent on free plan pages
-
----
-
-### Paywall Design Experiments
-
-**Layout & Format**
-- Full-screen paywall vs. modal overlay
-- Minimal paywall (CTA-focused) vs. feature-rich paywall
-- Single plan display vs. plan comparison
-- Image/preview included vs. text-only
-- Vertical layout vs. horizontal layout on desktop
-
-**Value Presentation**
-- Feature list vs. benefit statements
-- Show what they'll lose (loss aversion) vs. what they'll gain
-- Personalized value summary based on usage
-- Before/after demonstration
-- ROI calculator or value quantification
-
-**Visual Elements**
-- Add product screenshots or previews
-- Include short demo video or GIF
-- Test illustration vs. product imagery
-- Animated vs. static paywall
-- Progress visualization (what they've accomplished)
-
----
-
-### Pricing Presentation Experiments
-
-**Price Display**
-- Show monthly vs. annual vs. both with toggle
-- Highlight savings for annual ($ amount vs. % off)
-- Price per day framing ("Less than a coffee")
-- Show price after trial vs. emphasize "Start Free"
-- Display price prominently vs. de-emphasize until click
-
-**Plan Options**
-- Single recommended plan vs. multiple tiers
-- Add "Most Popular" badge to target plan
-- Test number of visible plans (2 vs. 3)
-- Show enterprise/custom tier vs. hide it
-- Include one-time purchase option alongside subscription
-
-**Discounts & Offers**
-- First month/year discount for conversion
-- Limited-time upgrade offer with countdown
-- Loyalty discount based on free usage duration
-- Bundle discount for annual commitment
-- Referral discount for social proof
-
----
-
-### Copy & Messaging Experiments
-
-**Headlines**
-- Benefit-focused ("Unlock unlimited projects") vs. feature-focused ("Get Pro features")
-- Question format ("Ready to do more?") vs. statement format
-- Urgency-based ("Don't lose your work") vs. value-based
-- Personalized headline with user's name or usage data
-- Social proof headline ("Join 10,000+ Pro users")
-
-**CTAs**
-- "Start Free Trial" vs. "Upgrade Now" vs. "Continue with Pro"
-- First person ("Start My Trial") vs. second person ("Start Your Trial")
-- Value-specific ("Unlock Unlimited") vs. generic ("Upgrade")
-- Add urgency ("Upgrade Today") vs. no pressure
-- Include price in CTA vs. separate price display
-
-**Objection Handling**
-- Add money-back guarantee messaging
-- Show "Cancel anytime" prominently
-- Include FAQ on paywall
-- Address specific objections based on feature gated
-- Add chat/support option on paywall
-
----
-
-### Trial & Conversion Experiments
-
-**Trial Structure**
-- 7-day vs. 14-day vs. 30-day trial length
-- Credit card required vs. not required for trial
-- Full-access trial vs. limited feature trial
-- Trial extension offer for engaged users
-- Second trial offer for expired/churned users
-
-**Trial Expiration**
-- Countdown timer visibility (always vs. near end)
-- Email reminders: frequency and timing
-- Grace period after expiration vs. immediate downgrade
-- "Last chance" offer with discount
-- Pause option vs. immediate cancellation
-
-**Upgrade Path**
-- One-click upgrade from paywall vs. separate checkout
-- Pre-filled payment info for returning users
-- Multiple payment methods offered
-- Quarterly plan option alongside monthly/annual
-- Team invite flow for solo-to-team conversion
-
----
-
-### Personalization Experiments
-
-**Usage-Based**
-- Personalize paywall copy based on features used
-- Highlight most-used premium features
-- Show usage stats ("You've created 50 projects")
-- Recommend plan based on behavior patterns
-- Dynamic feature emphasis based on user segment
-
-**Segment-Specific**
-- Different paywall for power users vs. casual users
-- B2B vs. B2C messaging variations
-- Industry-specific value propositions
-- Role-based feature highlighting
-- Traffic source-based messaging
-
----
-
-### Frequency & UX Experiments
-
-**Frequency Capping**
-- Test number of prompts per session
-- Cool-down period after dismiss (hours vs. days)
-- Escalating urgency over time vs. consistent messaging
-- Once per feature vs. consolidated prompts
-- Re-show rules after major engagement
-
-**Dismiss Behavior**
-- "Maybe later" vs. "No thanks" vs. "Remind me tomorrow"
-- Ask reason for declining
-- Offer alternative (lower tier, annual discount)
-- Exit survey on dismiss
-- Friendly vs. neutral decline copy
-
----
-
-## Questions to Ask
-
-If you need more context:
 1. What's your current free → paid conversion rate?
 2. What triggers upgrade prompts today?
 3. What features are behind the paywall?
@@ -564,7 +221,7 @@ If you need more context:
 
 ## Related Skills
 
+- **churn-prevention**: For cancel flows, save offers, and reducing churn post-upgrade
 - **page-cro**: For public pricing page optimization
 - **onboarding-cro**: For driving to aha moment before upgrade
 - **ab-test-setup**: For testing paywall variations
-- **analytics-tracking**: For measuring upgrade funnel

skills/paywall-upgrade-cro/references/experiments.md

@@ -0,0 +1,164 @@
+# Paywall Experiment Ideas
+
+Comprehensive list of A/B tests and experiments for paywall optimization.
+
+## Contents
+- Trigger & Timing Experiments (When to Show, Trigger Type)
+- Paywall Design Experiments (Layout & Format, Value Presentation, Visual Elements)
+- Pricing Presentation Experiments (Price Display, Plan Options, Discounts & Offers)
+- Copy & Messaging Experiments (Headlines, CTAs, Objection Handling)
+- Trial & Conversion Experiments (Trial Structure, Trial Expiration, Upgrade Path)
+- Personalization Experiments (Usage-Based, Segment-Specific)
+- Frequency & UX Experiments (Frequency Capping, Dismiss Behavior)
+
+## Trigger & Timing Experiments
+
+### When to Show
+- Test trigger timing: after aha moment vs. at feature attempt
+- Early trial reminder (7 days) vs. late reminder (1 day before)
+- Show after X actions completed vs. after X days
+- Test soft prompts at different engagement thresholds
+- Trigger based on usage patterns vs. time-based only
+
+### Trigger Type
+- Hard gate (can't proceed) vs. soft gate (preview + prompt)
+- Feature lock vs. usage limit as primary trigger
+- In-context modal vs. dedicated upgrade page
+- Banner reminder vs. modal prompt
+- Exit-intent on free plan pages
+
+---
+
+## Paywall Design Experiments
+
+### Layout & Format
+- Full-screen paywall vs. modal overlay
+- Minimal paywall (CTA-focused) vs. feature-rich paywall
+- Single plan display vs. plan comparison
+- Image/preview included vs. text-only
+- Vertical layout vs. horizontal layout on desktop
+
+### Value Presentation
+- Feature list vs. benefit statements
+- Show what they'll lose (loss aversion) vs. what they'll gain
+- Personalized value summary based on usage
+- Before/after demonstration
+- ROI calculator or value quantification
+
+### Visual Elements
+- Add product screenshots or previews
+- Include short demo video or GIF
+- Test illustration vs. product imagery
+- Animated vs. static paywall
+- Progress visualization (what they've accomplished)
+
+---
+
+## Pricing Presentation Experiments
+
+### Price Display
+- Show monthly vs. annual vs. both with toggle
+- Highlight savings for annual ($ amount vs. % off)
+- Price per day framing ("Less than a coffee")
+- Show price after trial vs. emphasize "Start Free"
+- Display price prominently vs. de-emphasize until click
+
+### Plan Options
+- Single recommended plan vs. multiple tiers
+- Add "Most Popular" badge to target plan
+- Test number of visible plans (2 vs. 3)
+- Show enterprise/custom tier vs. hide it
+- Include one-time purchase option alongside subscription
+
+### Discounts & Offers
+- First month/year discount for conversion
+- Limited-time upgrade offer with countdown
+- Loyalty discount based on free usage duration
+- Bundle discount for annual commitment
+- Referral discount for social proof
+
+---
+
+## Copy & Messaging Experiments
+
+### Headlines
+- Benefit-focused ("Unlock unlimited projects") vs. feature-focused ("Get Pro features")
+- Question format ("Ready to do more?") vs. statement format
+- Urgency-based ("Don't lose your work") vs. value-based
+- Personalized headline with user's name or usage data
+- Social proof headline ("Join 10,000+ Pro users")
+
+### CTAs
+- "Start Free Trial" vs. "Upgrade Now" vs. "Continue with Pro"
+- First person ("Start My Trial") vs. second person ("Start Your Trial")
+- Value-specific ("Unlock Unlimited") vs. generic ("Upgrade")
+- Add urgency ("Upgrade Today") vs. no pressure
+- Include price in CTA vs. separate price display
+
+### Objection Handling
+- Add money-back guarantee messaging
+- Show "Cancel anytime" prominently
+- Include FAQ on paywall
+- Address specific objections based on feature gated
+- Add chat/support option on paywall
+
+---
+
+## Trial & Conversion Experiments
+
+### Trial Structure
+- 7-day vs. 14-day vs. 30-day trial length
+- Credit card required vs. not required for trial
+- Full-access trial vs. limited feature trial
+- Trial extension offer for engaged users
+- Second trial offer for expired/churned users
+
+### Trial Expiration
+- Countdown timer visibility (always vs. near end)
+- Email reminders: frequency and timing
+- Grace period after expiration vs. immediate downgrade
+- "Last chance" offer with discount
+- Pause option vs. immediate cancellation
+
+### Upgrade Path
+- One-click upgrade from paywall vs. separate checkout
+- Pre-filled payment info for returning users
+- Multiple payment methods offered
+- Quarterly plan option alongside monthly/annual
+- Team invite flow for solo-to-team conversion
+
+---
+
+## Personalization Experiments
+
+### Usage-Based
+- Personalize paywall copy based on features used
+- Highlight most-used premium features
+- Show usage stats ("You've created 50 projects")
+- Recommend plan based on behavior patterns
+- Dynamic feature emphasis based on user segment
+
+### Segment-Specific
+- Different paywall for power users vs. casual users
+- B2B vs. B2C messaging variations
+- Industry-specific value propositions
+- Role-based feature highlighting
+- Traffic source-based messaging
+
+---
+
+## Frequency & UX Experiments
+
+### Frequency Capping
+- Test number of prompts per session
+- Cool-down period after dismiss (hours vs. days)
+- Escalating urgency over time vs. consistent messaging
+- Once per feature vs. consolidated prompts
+- Re-show rules after major engagement
+
+### Dismiss Behavior
+- "Maybe later" vs. "No thanks" vs. "Remind me tomorrow"
+- Ask reason for declining
+- Offer alternative (lower tier, annual discount)
+- Exit survey on dismiss
+- Friendly vs. neutral decline copy

skills/popup-cro/SKILL.md

@@ -1,6 +1,8 @@
 ---
 name: popup-cro
-description: When the user wants to create or optimize popups, modals, overlays, slide-ins, or banners for conversion purposes. Also use when the user mentions "exit intent," "popup conversions," "modal optimization," "lead capture popup," "email popup," "announcement banner," or "overlay." For forms outside of popups, see form-cro. For general page conversion optimization, see page-cro.
+description: When the user wants to create or optimize popups, modals, overlays, slide-ins, or banners for conversion purposes. Also use when the user mentions "exit intent," "popup conversions," "modal optimization," "lead capture popup," "email popup," "announcement banner," "overlay," "collect emails with a popup," "exit popup," "scroll trigger," "sticky bar," or "notification bar." Use this for any overlay or interrupt-style conversion element. For forms outside of popups, see form-cro. For general page conversion optimization, see page-cro.
+metadata:
+  version: 1.1.0
 ---
 
 # Popup CRO
@@ -9,6 +11,9 @@ You are an expert in popup and modal optimization. Your goal is to create popups
 
 ## Initial Assessment
 
+**Check for product marketing context first:**
+If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
 Before providing recommendations, understand:
 
 1. **Popup Purpose**
@@ -429,9 +434,8 @@ Ideas to A/B test with expected outcomes
 
 ---
 
-## Questions to Ask
+## Task-Specific Questions
 
-If you need more context:
 1. What's the primary goal for this popup?
 2. What's your current popup performance (if any)?
 3. What traffic sources are you optimizing for?

skills/pricing-strategy/SKILL.md

@@ -1,14 +1,19 @@
 ---
 name: pricing-strategy
-description: "When the user wants help with pricing decisions, packaging, or monetization strategy. Also use when the user mentions 'pricing,' 'pricing tiers,' 'freemium,' 'free trial,' 'packaging,' 'price increase,' 'value metric,' 'Van Westendorp,' 'willingness to pay,' or 'monetization.' This skill covers pricing research, tier structure, and packaging strategy."
+description: "When the user wants help with pricing decisions, packaging, or monetization strategy. Also use when the user mentions 'pricing,' 'pricing tiers,' 'freemium,' 'free trial,' 'packaging,' 'price increase,' 'value metric,' 'Van Westendorp,' 'willingness to pay,' 'monetization,' 'how much should I charge,' 'my pricing is wrong,' 'pricing page,' 'annual vs monthly,' 'per seat pricing,' or 'should I offer a free plan.' Use this whenever someone is figuring out what to charge or how to structure their plans. For in-app upgrade screens, see paywall-upgrade-cro."
+metadata:
+  version: 1.1.0
 ---
 
 # Pricing Strategy
 
-You are an expert in SaaS pricing and monetization strategy with access to pricing research data and analysis tools. Your goal is to help design pricing that captures value, drives growth, and aligns with customer willingness to pay.
+You are an expert in SaaS pricing and monetization strategy. Your goal is to help design pricing that captures value, drives growth, and aligns with customer willingness to pay.
 
 ## Before Starting
 
+**Check for product marketing context first:**
+If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
 Gather this context (ask if not provided):
 
 ### 1. Business Context
@@ -21,18 +26,15 @@ Gather this context (ask if not provided):
 - What's the primary value you deliver?
 - What alternatives do customers consider?
 - How do competitors price?
-- What makes you different/better?
 
 ### 3. Current Performance
 - What's your current conversion rate?
-- What's your average revenue per user (ARPU)?
-- What's your churn rate?
+- What's your ARPU and churn rate?
 - Any feedback on pricing from customers/prospects?
 
 ### 4. Goals
-- Are you optimizing for growth, revenue, or profitability?
-- Are you trying to move upmarket or expand downmarket?
-- Any pricing changes you're considering?
+- Optimizing for growth, revenue, or profitability?
+- Moving upmarket or expanding downmarket?
 
 ---
 
@@ -40,8 +42,6 @@ Gather this context (ask if not provided):
 
 ### The Three Pricing Axes
 
-Every pricing decision involves three dimensions:
-
 **1. Packaging** — What's included at each tier?
 - Features, limits, support level
 - How tiers differ from each other
@@ -52,141 +52,18 @@ Every pricing decision involves three dimensions:
 
 **3. Price Point** — How much do you charge?
 - The actual dollar amounts
-- The perceived value vs. cost
+- Perceived value vs. cost
 
-### Value-Based Pricing Framework
+### Value-Based Pricing
 
 Price should be based on value delivered, not cost to serve:
 
-```
-┌─────────────────────────────────────────────────────────┐
-│                                                         │
-│  Customer's perceived value of your solution            │
-│  ────────────────────────────────────────────── $1000   │
-│                                                         │
-│  ↑ Value captured (your opportunity)                    │
-│                                                         │
-│  Your price                                             │
-│  ────────────────────────────────────────────── $500    │
-│                                                         │
-│  ↑ Consumer surplus (value customer keeps)              │
-│                                                         │
-│  Next best alternative                                  │
-│  ────────────────────────────────────────────── $300    │
-│                                                         │
-│  ↑ Differentiation value                                │
-│                                                         │
-│  Your cost to serve                                     │
-│  ────────────────────────────────────────────── $50     │
-│                                                         │
-└─────────────────────────────────────────────────────────┘
-```
+- **Customer's perceived value** — The ceiling
+- **Your price** — Between alternatives and perceived value
+- **Next best alternative** — The floor for differentiation
+- **Your cost to serve** — Only a baseline, not the basis
 
-**Key insight:** Price between the next best alternative and perceived value. Cost is a floor, not a basis.
-
----
-
-## Pricing Research Methods
-
-### Van Westendorp Price Sensitivity Meter
-
-The Van Westendorp survey identifies the acceptable price range for your product.
-
-**The Four Questions:**
-
-Ask each respondent:
-1. "At what price would you consider [product] to be so expensive that you would not consider buying it?" (Too expensive)
-2. "At what price would you consider [product] to be priced so low that you would question its quality?" (Too cheap)
-3. "At what price would you consider [product] to be starting to get expensive, but you still might consider it?" (Expensive/high side)
-4. "At what price would you consider [product] to be a bargain—a great buy for the money?" (Cheap/good value)
-
-**How to Analyze:**
-
-1. Plot cumulative distributions for each question
-2. Find the intersections:
-   - **Point of Marginal Cheapness (PMC):** "Too cheap" crosses "Expensive"
-   - **Point of Marginal Expensiveness (PME):** "Too expensive" crosses "Cheap"
-   - **Optimal Price Point (OPP):** "Too cheap" crosses "Too expensive"
-   - **Indifference Price Point (IDP):** "Expensive" crosses "Cheap"
-
-**The acceptable price range:** PMC to PME
-**Optimal pricing zone:** Between OPP and IDP
-
-**Survey Tips:**
-- Need 100-300 respondents for reliable data
-- Segment by persona (different willingness to pay)
-- Use realistic product descriptions
-- Consider adding purchase intent questions
-
-**Sample Van Westendorp Analysis Output:**
-
-```
-Price Sensitivity Analysis Results:
-─────────────────────────────────
-Point of Marginal Cheapness:  $29/mo
-Optimal Price Point:          $49/mo
-Indifference Price Point:     $59/mo
-Point of Marginal Expensiveness: $79/mo
-
-Recommended range: $49-59/mo
-Current price: $39/mo (below optimal)
-Opportunity: 25-50% price increase without significant demand impact
-```
-
-### MaxDiff Analysis (Best-Worst Scaling)
-
-MaxDiff identifies which features customers value most, informing packaging decisions.
-
-**How It Works:**
-
-1. List 8-15 features you could include
-2. Show respondents sets of 4-5 features at a time
-3. Ask: "Which is MOST important? Which is LEAST important?"
-4. Repeat across multiple sets until all features compared
-5. Statistical analysis produces importance scores
-
-**Example Survey Question:**
-
-```
-Which feature is MOST important to you?
-Which feature is LEAST important to you?
-
-□ Unlimited projects
-□ Custom branding
-□ Priority support
-□ API access
-□ Advanced analytics
-```
-
-**Analyzing Results:**
-
-Features are ranked by utility score:
-- High utility = Must-have (include in base tier)
-- Medium utility = Differentiator (use for tier separation)
-- Low utility = Nice-to-have (premium tier or cut)
-
-**Using MaxDiff for Packaging:**
-
-| Utility Score | Packaging Decision |
-|---------------|-------------------|
-| Top 20% | Include in all tiers (table stakes) |
-| 20-50% | Use to differentiate tiers |
-| 50-80% | Higher tiers only |
-| Bottom 20% | Consider cutting or premium add-on |
-
-### Willingness to Pay Surveys
-
-**Direct method (simple but biased):**
-"How much would you pay for [product]?"
-
-**Better: Gabor-Granger method:**
-"Would you buy [product] at [$X]?" (Yes/No)
-Vary price across respondents to build demand curve.
-
-**Even better: Conjoint analysis:**
-Show product bundles at different prices
-Respondents choose preferred option
-Statistical analysis reveals price sensitivity per feature
+**Key insight:** Price between the next best alternative and perceived value.
 
 ---
 
@@ -209,253 +86,57 @@ The value metric is what you charge for—it should scale with the value custome
 | Per user/seat | Collaboration tools | Slack, Notion |
 | Per usage | Variable consumption | AWS, Twilio |
 | Per feature | Modular products | HubSpot add-ons |
-| Per contact/record | CRM, email tools | Mailchimp, HubSpot |
-| Per transaction | Payments, marketplaces | Stripe, Shopify |
+| Per contact/record | CRM, email tools | Mailchimp |
+| Per transaction | Payments, marketplaces | Stripe |
 | Flat fee | Simple products | Basecamp |
-| Revenue share | High-value outcomes | Affiliate platforms |
 
 ### Choosing Your Value Metric
 
-**Step 1: Identify how customers get value**
-- What outcome do they care about?
-- What do they measure success by?
-- What would they pay more for?
-
-**Step 2: Map usage to value**
-
-| Usage Pattern | Value Delivered | Potential Metric |
-|---------------|-----------------|------------------|
-| More team members use it | More collaboration value | Per user |
-| More data processed | More insights | Per record/event |
-| More revenue generated | Direct ROI | Revenue share |
-| More projects managed | More organization | Per project |
-
-**Step 3: Test for alignment**
-
 Ask: "As a customer uses more of [metric], do they get more value?"
 - If yes → good value metric
 - If no → price doesn't align with value
 
-### Mapping Usage to Value: Framework
-
-**1. Instrument usage data**
-Track how customers use your product:
-- Feature usage frequency
-- Volume metrics (users, records, API calls)
-- Outcome metrics (revenue generated, time saved)
-
-**2. Correlate with customer success**
-- Which usage patterns predict retention?
-- Which usage patterns predict expansion?
-- Which customers pay the most, and why?
-
-**3. Identify value thresholds**
-- At what usage level do customers "get it"?
-- At what usage level do they expand?
-- At what usage level should price increase?
-
-**Example Analysis:**
-
-```
-Usage-Value Correlation Analysis:
-─────────────────────────────────
-Segment: High-LTV customers (>$10k ARR)
-Average monthly active users: 15
-Average projects: 8
-Average integrations: 4
-
-Segment: Churned customers
-Average monthly active users: 3
-Average projects: 2
-Average integrations: 0
-
-Insight: Value correlates with team adoption (users)
-        and depth of use (integrations)
-
-Recommendation: Price per user, gate integrations to higher tiers
-```
-
 ---
 
-## Tier Structure
-
-### How Many Tiers?
-
-**2 tiers:** Simple, clear choice
-- Works for: Clear SMB vs. Enterprise split
-- Risk: May leave money on table
-
-**3 tiers:** Industry standard
-- Good tier = Entry point
-- Better tier = Recommended (anchor to best)
-- Best tier = High-value customers
-
-**4+ tiers:** More granularity
-- Works for: Wide range of customer sizes
-- Risk: Decision paralysis, complexity
+## Tier Structure Overview
 
 ### Good-Better-Best Framework
 
-**Good tier (Entry):**
-- Purpose: Remove barriers to entry
-- Includes: Core features, limited usage
-- Price: Low, accessible
-- Target: Small teams, try before you buy
+**Good tier (Entry):** Core features, limited usage, low price
+**Better tier (Recommended):** Full features, reasonable limits, anchor price
+**Best tier (Premium):** Everything, advanced features, 2-3x Better price
 
-**Better tier (Recommended):**
-- Purpose: Where most customers land
-- Includes: Full features, reasonable limits
-- Price: Your "anchor" price
-- Target: Growing teams, serious users
+### Tier Differentiation
 
-**Best tier (Premium):**
-- Purpose: Capture high-value customers
-- Includes: Everything, advanced features, higher limits
-- Price: Premium (often 2-3x "Better")
-- Target: Larger teams, power users, enterprises
+- **Feature gating** — Basic vs. advanced features
+- **Usage limits** — Same features, different limits
+- **Support level** — Email → Priority → Dedicated
+- **Access** — API, SSO, custom branding
 
-### Tier Differentiation Strategies
-
-**Feature gating:**
-- Basic features in all tiers
-- Advanced features in higher tiers
-- Works when features have clear value differences
-
-**Usage limits:**
-- Same features, different limits
-- More users, storage, API calls at higher tiers
-- Works when value scales with usage
-
-**Support level:**
-- Email support → Priority support → Dedicated success
-- Works for products with implementation complexity
-
-**Access and customization:**
-- API access, SSO, custom branding
-- Works for enterprise differentiation
-
-### Example Tier Structure
-
-```
-┌────────────────┬─────────────────┬─────────────────┬─────────────────┐
-│                │ Starter         │ Pro             │ Business        │
-│                │ $29/mo          │ $79/mo          │ $199/mo         │
-├────────────────┼─────────────────┼─────────────────┼─────────────────┤
-│ Users          │ Up to 5         │ Up to 20        │ Unlimited       │
-│ Projects       │ 10              │ Unlimited       │ Unlimited       │
-│ Storage        │ 5 GB            │ 50 GB           │ 500 GB          │
-│ Integrations   │ 3               │ 10              │ Unlimited       │
-│ Analytics      │ Basic           │ Advanced        │ Custom          │
-│ Support        │ Email           │ Priority        │ Dedicated       │
-│ API Access     │ ✗               │ ✓               │ ✓               │
-│ SSO            │ ✗               │ ✗               │ ✓               │
-│ Audit logs     │ ✗               │ ✗               │ ✓               │
-└────────────────┴─────────────────┴─────────────────┴─────────────────┘
-```
+**For detailed tier structures and persona-based packaging**: See [references/tier-structure.md](references/tier-structure.md)
 
 ---
 
-## Packaging for Personas
+## Pricing Research
 
-### Identifying Pricing Personas
+### Van Westendorp Method
 
-Different customers have different:
-- Willingness to pay
-- Feature needs
-- Buying processes
-- Value perception
+Four questions that identify acceptable price range:
+1. Too expensive (wouldn't consider)
+2. Too cheap (question quality)
+3. Expensive but might consider
+4. A bargain
 
-**Segment by:**
-- Company size (solopreneur → SMB → enterprise)
-- Use case (marketing vs. sales vs. support)
-- Sophistication (beginner → power user)
-- Industry (different budget norms)
+Analyze intersections to find optimal pricing zone.
 
-### Persona-Based Packaging
+### MaxDiff Analysis
 
-**Step 1: Define personas**
+Identifies which features customers value most:
+- Show sets of features
+- Ask: Most important? Least important?
+- Results inform tier packaging
 
-| Persona | Size | Needs | WTP | Example |
-|---------|------|-------|-----|---------|
-| Freelancer | 1 person | Basic features | Low | $19/mo |
-| Small Team | 2-10 | Collaboration | Medium | $49/mo |
-| Growing Co | 10-50 | Scale, integrations | Higher | $149/mo |
-| Enterprise | 50+ | Security, support | High | Custom |
-
-**Step 2: Map features to personas**
-
-| Feature | Freelancer | Small Team | Growing | Enterprise |
-|---------|------------|------------|---------|------------|
-| Core features | ✓ | ✓ | ✓ | ✓ |
-| Collaboration | — | ✓ | ✓ | ✓ |
-| Integrations | — | Limited | Full | Full |
-| API access | — | — | ✓ | ✓ |
-| SSO/SAML | — | — | — | ✓ |
-| Audit logs | — | — | — | ✓ |
-| Custom contract | — | — | — | ✓ |
-
-**Step 3: Price to value for each persona**
-- Research willingness to pay per segment
-- Set prices that capture value without blocking adoption
-- Consider segment-specific landing pages
-
----
-
-## Freemium vs. Free Trial
-
-### When to Use Freemium
-
-**Freemium works when:**
-- Product has viral/network effects
-- Free users provide value (content, data, referrals)
-- Large market where % conversion drives volume
-- Low marginal cost to serve free users
-- Clear feature/usage limits for upgrade trigger
-
-**Freemium risks:**
-- Free users may never convert
-- Devalues product perception
-- Support costs for non-paying users
-- Harder to raise prices later
-
-**Example: Slack**
-- Free tier for small teams
-- Message history limit creates upgrade trigger
-- Free users invite others (viral growth)
-- Converts when team hits limit
-
-### When to Use Free Trial
-
-**Free trial works when:**
-- Product needs time to demonstrate value
-- Onboarding/setup investment required
-- B2B with buying committees
-- Higher price points
-- Product is "sticky" once configured
-
-**Trial best practices:**
-- 7-14 days for simple products
-- 14-30 days for complex products
-- Full access (not feature-limited)
-- Clear countdown and reminders
-- Credit card optional vs. required trade-off
-
-**Credit card upfront:**
-- Higher trial-to-paid conversion (40-50% vs. 15-25%)
-- Lower trial volume
-- Better qualified leads
-
-### Hybrid Approaches
-
-**Freemium + Trial:**
-- Free tier with limited features
-- Trial of premium features
-- Example: Zoom (free 40-min, trial of Pro)
-
-**Reverse trial:**
-- Start with full access
-- After trial, downgrade to free tier
-- Example: See premium value, live with limitations until ready
+**For detailed research methods**: See [references/research-methods.md](references/research-methods.md)
 
 ---
 
@@ -465,206 +146,54 @@ Different customers have different:
 
 **Market signals:**
 - Competitors have raised prices
-- You're significantly cheaper than alternatives
 - Prospects don't flinch at price
 - "It's so cheap!" feedback
 
 **Business signals:**
 - Very high conversion rates (>40%)
 - Very low churn (<3% monthly)
-- Customers using more than they pay for
-- Unit economics are strong
+- Strong unit economics
 
 **Product signals:**
-- You've added significant value since last pricing
-- Product is more mature/stable
-- New features justify higher price
+- Significant value added since last pricing
+- Product more mature/stable
 
 ### Price Increase Strategies
 
-**1. Grandfather existing customers**
-- New price for new customers only
-- Existing customers keep old price
-- Pro: No churn risk
-- Con: Leaves money on table, creates complexity
-
-**2. Delayed increase for existing**
-- Announce increase 3-6 months out
-- Give time to lock in old price (annual)
-- Pro: Fair, drives annual conversions
-- Con: Some churn, requires communication
-
-**3. Increase tied to value**
-- Raise price but add features
-- "New Pro tier with X, Y, Z"
-- Pro: Justified increase
-- Con: Requires actual new value
-
-**4. Plan restructure**
-- Change plans entirely
-- Existing customers mapped to nearest fit
-- Pro: Clean slate
-- Con: Disruptive, requires careful mapping
-
-### Communicating Price Increases
-
-**For new customers:**
-- Just update pricing page
-- No announcement needed
-- Monitor conversion rate
-
-**For existing customers:**
-
-```
-Subject: Updates to [Product] pricing
-
-Hi [Name],
-
-I'm writing to let you know about upcoming changes to [Product] pricing.
-
-[Context: what you've added, why change is happening]
-
-Starting [date], our pricing will change from [old] to [new].
-
-As a valued customer, [what this means for them: grandfathered, locked rate, timeline].
-
-[If they're affected:]
-You have until [date] to [action: lock in current rate, renew at old price].
-
-[If they're grandfathered:]
-You'll continue at your current rate. No action needed.
-
-We appreciate your continued support of [Product].
-
-[Your name]
-```
+1. **Grandfather existing** — New price for new customers only
+2. **Delayed increase** — Announce 3-6 months out
+3. **Tied to value** — Raise price but add features
+4. **Plan restructure** — Change plans entirely
 
 ---
 
 ## Pricing Page Best Practices
 
 ### Above the Fold
-
 - Clear tier comparison table
 - Recommended tier highlighted
 - Monthly/annual toggle
 - Primary CTA for each tier
 
-### Tier Presentation
-
-- Lead with the recommended tier (visual emphasis)
-- Show value progression clearly
-- Use checkmarks and limits, not paragraphs
-- Anchor to higher tier (show enterprise first or savings)
-
 ### Common Elements
+- Feature comparison table
+- Who each tier is for
+- FAQ section
+- Annual discount callout (17-20%)
+- Money-back guarantee
+- Customer logos/trust signals
 
-- [ ] Feature comparison table
-- [ ] Who each tier is for
-- [ ] FAQ section
-- [ ] Contact sales option
-- [ ] Annual discount callout
-- [ ] Money-back guarantee
-- [ ] Customer logos/trust signals
-
-### Pricing Psychology to Apply
-
+### Pricing Psychology
 - **Anchoring:** Show higher-priced option first
-- **Decoy effect:** Middle tier should be obviously best value
+- **Decoy effect:** Middle tier should be best value
 - **Charm pricing:** $49 vs. $50 (for value-focused)
 - **Round pricing:** $50 vs. $49 (for premium)
-- **Annual savings:** Show monthly price but offer annual discount (17-20%)
-
----
-
-## Price Testing
-
-### Methods for Testing Price
-
-**1. A/B test pricing page (risky)**
-- Different visitors see different prices
-- Ethical/legal concerns
-- May damage trust if discovered
-
-**2. Geographic testing**
-- Test higher prices in new markets
-- Different currencies/regions
-- Cleaner test, limited reach
-
-**3. New customer only**
-- Raise prices for new customers
-- Compare conversion rates
-- Monitor cohort LTV
-
-**4. Sales team discretion**
-- Test higher quotes through sales
-- Track close rates at different prices
-- Works for sales-led GTM
-
-**5. Feature-based testing**
-- Test different packaging
-- Add premium tier at higher price
-- See adoption without changing existing
-
-### What to Measure
-
-- Conversion rate at each price point
-- Average revenue per user (ARPU)
-- Total revenue (conversion × price)
-- Customer lifetime value
-- Churn rate by price paid
-- Price sensitivity by segment
-
----
-
-## Enterprise Pricing
-
-### When to Add Custom Pricing
-
-Add "Contact Sales" when:
-- Deal sizes exceed $10k+ ARR
-- Customers need custom contracts
-- Implementation/onboarding required
-- Security/compliance requirements
-- Procurement processes involved
-
-### Enterprise Tier Elements
-
-**Table stakes:**
-- SSO/SAML
-- Audit logs
-- Admin controls
-- Uptime SLA
-- Security certifications
-
-**Value-adds:**
-- Dedicated support/success
-- Custom onboarding
-- Training sessions
-- Custom integrations
-- Priority roadmap input
-
-### Enterprise Pricing Strategies
-
-**Per-seat at scale:**
-- Volume discounts for large teams
-- Example: $15/user (standard) → $10/user (100+)
-
-**Platform fee + usage:**
-- Base fee for access
-- Usage-based above thresholds
-- Example: $500/mo base + $0.01 per API call
-
-**Value-based contracts:**
-- Price tied to customer's revenue/outcomes
-- Example: % of transactions, revenue share
 
 ---
 
 ## Pricing Checklist
 
 ### Before Setting Prices
-
 - [ ] Defined target customer personas
 - [ ] Researched competitor pricing
 - [ ] Identified your value metric
@@ -672,30 +201,20 @@ Add "Contact Sales" when:
 - [ ] Mapped features to tiers
 
 ### Pricing Structure
-
 - [ ] Chosen number of tiers
 - [ ] Differentiated tiers clearly
 - [ ] Set price points based on research
 - [ ] Created annual discount strategy
 - [ ] Planned enterprise/custom tier
 
-### Validation
-
-- [ ] Tested pricing with target customers
-- [ ] Reviewed pricing with sales team
-- [ ] Validated unit economics work
-- [ ] Planned for price increases
-- [ ] Set up tracking for pricing metrics
-
 ---
 
-## Questions to Ask
+## Task-Specific Questions
 
-If you need more context:
-1. What pricing research have you done (surveys, competitor analysis)?
+1. What pricing research have you done?
 2. What's your current ARPU and conversion rate?
-3. What's your primary value metric (what do customers pay for value)?
-4. Who are your main pricing personas (by size, use case)?
+3. What's your primary value metric?
+4. Who are your main pricing personas?
 5. Are you self-serve, sales-led, or hybrid?
 6. What pricing changes are you considering?
 
@@ -703,8 +222,10 @@ If you need more context:
 
 ## Related Skills
 
+- **churn-prevention**: For cancel flows, save offers, and reducing revenue churn
 - **page-cro**: For optimizing pricing page conversion
 - **copywriting**: For pricing page copy
 - **marketing-psychology**: For pricing psychology principles
 - **ab-test-setup**: For testing pricing changes
-- **analytics-tracking**: For tracking pricing metrics
+- **revops**: For deal desk processes and pipeline pricing
+- **sales-enablement**: For proposal templates and pricing presentations

skills/pricing-strategy/references/research-methods.md

@@ -0,0 +1,152 @@
+# Pricing Research Methods
+
+## Contents
+- Van Westendorp Price Sensitivity Meter (The Four Questions, How to Analyze, Survey Tips, Sample Output)
+- MaxDiff Analysis (How It Works, Example Survey Question, Analyzing Results, Using MaxDiff for Packaging)
+- Willingness to Pay Surveys
+- Usage-Value Correlation Analysis
+
+## Van Westendorp Price Sensitivity Meter
+
+The Van Westendorp survey identifies the acceptable price range for your product.
+
+### The Four Questions
+
+Ask each respondent:
+1. "At what price would you consider [product] to be so expensive that you would not consider buying it?" (Too expensive)
+2. "At what price would you consider [product] to be priced so low that you would question its quality?" (Too cheap)
+3. "At what price would you consider [product] to be starting to get expensive, but you still might consider it?" (Expensive/high side)
+4. "At what price would you consider [product] to be a bargain—a great buy for the money?" (Cheap/good value)
+
+### How to Analyze
+
+1. Plot cumulative distributions for each question
+2. Find the intersections:
+   - **Point of Marginal Cheapness (PMC):** "Too cheap" crosses "Expensive"
+   - **Point of Marginal Expensiveness (PME):** "Too expensive" crosses "Cheap"
+   - **Optimal Price Point (OPP):** "Too cheap" crosses "Too expensive"
+   - **Indifference Price Point (IDP):** "Expensive" crosses "Cheap"
+
+**The acceptable price range:** PMC to PME
+**Optimal pricing zone:** Between OPP and IDP
+
+### Survey Tips
+- Need 100-300 respondents for reliable data
+- Segment by persona (different willingness to pay)
+- Use realistic product descriptions
+- Consider adding purchase intent questions
+
+### Sample Output
+
+```
+Price Sensitivity Analysis Results:
+─────────────────────────────────
+Point of Marginal Cheapness:  $29/mo
+Optimal Price Point:          $49/mo
+Indifference Price Point:     $59/mo
+Point of Marginal Expensiveness: $79/mo
+
+Recommended range: $49-59/mo
+Current price: $39/mo (below optimal)
+Opportunity: 25-50% price increase without significant demand impact
+```
+
+---
+
+## MaxDiff Analysis (Best-Worst Scaling)
+
+MaxDiff identifies which features customers value most, informing packaging decisions.
+
+### How It Works
+
+1. List 8-15 features you could include
+2. Show respondents sets of 4-5 features at a time
+3. Ask: "Which is MOST important? Which is LEAST important?"
+4. Repeat across multiple sets until all features compared
+5. Statistical analysis produces importance scores
+
+### Example Survey Question
+
+```
+Which feature is MOST important to you?
+Which feature is LEAST important to you?
+
+□ Unlimited projects
+□ Custom branding
+□ Priority support
+□ API access
+□ Advanced analytics
+```
+
+### Analyzing Results
+
+Features are ranked by utility score:
+- High utility = Must-have (include in base tier)
+- Medium utility = Differentiator (use for tier separation)
+- Low utility = Nice-to-have (premium tier or cut)
+
+### Using MaxDiff for Packaging
+
+| Utility Score | Packaging Decision |
+|---------------|-------------------|
+| Top 20% | Include in all tiers (table stakes) |
+| 20-50% | Use to differentiate tiers |
+| 50-80% | Higher tiers only |
+| Bottom 20% | Consider cutting or premium add-on |
+
+---
+
+## Willingness to Pay Surveys
+
+**Direct method (simple but biased):**
+"How much would you pay for [product]?"
+
+**Better: Gabor-Granger method:**
+"Would you buy [product] at [$X]?" (Yes/No)
+Vary price across respondents to build demand curve.
+
+**Even better: Conjoint analysis:**
+Show product bundles at different prices
+Respondents choose preferred option
+Statistical analysis reveals price sensitivity per feature
+
+---
+
+## Usage-Value Correlation Analysis
+
+### 1. Instrument usage data
+Track how customers use your product:
+- Feature usage frequency
+- Volume metrics (users, records, API calls)
+- Outcome metrics (revenue generated, time saved)
+
+### 2. Correlate with customer success
+- Which usage patterns predict retention?
+- Which usage patterns predict expansion?
+- Which customers pay the most, and why?
+
+### 3. Identify value thresholds
+- At what usage level do customers "get it"?
+- At what usage level do they expand?
+- At what usage level should price increase?
+
+### Example Analysis
+
+```
+Usage-Value Correlation Analysis:
+─────────────────────────────────
+Segment: High-LTV customers (>$10k ARR)
+Average monthly active users: 15
+Average projects: 8
+Average integrations: 4
+
+Segment: Churned customers
+Average monthly active users: 3
+Average projects: 2
+Average integrations: 0
+
+Insight: Value correlates with team adoption (users)
+        and depth of use (integrations)
+
+Recommendation: Price per user, gate integrations to higher tiers
+```

skills/pricing-strategy/references/tier-structure.md

@@ -0,0 +1,232 @@
+# Tier Structure and Packaging
+
+## Contents
+- How Many Tiers?
+- Good-Better-Best Framework
+- Tier Differentiation Strategies
+- Example Tier Structure
+- Packaging for Personas (Identifying Pricing Personas, Persona-Based Packaging)
+- Freemium vs. Free Trial (When to Use Freemium, When to Use Free Trial, Hybrid Approaches)
+- Enterprise Pricing (When to Add Custom Pricing, Enterprise Tier Elements, Enterprise Pricing Strategies)
+
+## How Many Tiers?
+
+**2 tiers:** Simple, clear choice
+- Works for: Clear SMB vs. Enterprise split
+- Risk: May leave money on table
+
+**3 tiers:** Industry standard
+- Good tier = Entry point
+- Better tier = Recommended (anchor to best)
+- Best tier = High-value customers
+
+**4+ tiers:** More granularity
+- Works for: Wide range of customer sizes
+- Risk: Decision paralysis, complexity
+
+---
+
+## Good-Better-Best Framework
+
+**Good tier (Entry):**
+- Purpose: Remove barriers to entry
+- Includes: Core features, limited usage
+- Price: Low, accessible
+- Target: Small teams, try before you buy
+
+**Better tier (Recommended):**
+- Purpose: Where most customers land
+- Includes: Full features, reasonable limits
+- Price: Your "anchor" price
+- Target: Growing teams, serious users
+
+**Best tier (Premium):**
+- Purpose: Capture high-value customers
+- Includes: Everything, advanced features, higher limits
+- Price: Premium (often 2-3x "Better")
+- Target: Larger teams, power users, enterprises
+
+---
+
+## Tier Differentiation Strategies
+
+**Feature gating:**
+- Basic features in all tiers
+- Advanced features in higher tiers
+- Works when features have clear value differences
+
+**Usage limits:**
+- Same features, different limits
+- More users, storage, API calls at higher tiers
+- Works when value scales with usage
+
+**Support level:**
+- Email support → Priority support → Dedicated success
+- Works for products with implementation complexity
+
+**Access and customization:**
+- API access, SSO, custom branding
+- Works for enterprise differentiation
+
+---
+
+## Example Tier Structure
+
+```
+┌────────────────┬─────────────────┬─────────────────┬─────────────────┐
+│                │ Starter         │ Pro             │ Business        │
+│                │ $29/mo          │ $79/mo          │ $199/mo         │
+├────────────────┼─────────────────┼─────────────────┼─────────────────┤
+│ Users          │ Up to 5         │ Up to 20        │ Unlimited       │
+│ Projects       │ 10              │ Unlimited       │ Unlimited       │
+│ Storage        │ 5 GB            │ 50 GB           │ 500 GB          │
+│ Integrations   │ 3               │ 10              │ Unlimited       │
+│ Analytics      │ Basic           │ Advanced        │ Custom          │
+│ Support        │ Email           │ Priority        │ Dedicated       │
+│ API Access     │ ✗               │ ✓               │ ✓               │
+│ SSO            │ ✗               │ ✗               │ ✓               │
+│ Audit logs     │ ✗               │ ✗               │ ✓               │
+└────────────────┴─────────────────┴─────────────────┴─────────────────┘
+```
+
+---
+
+## Packaging for Personas
+
+### Identifying Pricing Personas
+
+Different customers have different:
+- Willingness to pay
+- Feature needs
+- Buying processes
+- Value perception
+
+**Segment by:**
+- Company size (solopreneur → SMB → enterprise)
+- Use case (marketing vs. sales vs. support)
+- Sophistication (beginner → power user)
+- Industry (different budget norms)
+
+### Persona-Based Packaging
+
+**Step 1: Define personas**
+
+| Persona | Size | Needs | WTP | Example |
+|---------|------|-------|-----|---------|
+| Freelancer | 1 person | Basic features | Low | $19/mo |
+| Small Team | 2-10 | Collaboration | Medium | $49/mo |
+| Growing Co | 10-50 | Scale, integrations | Higher | $149/mo |
+| Enterprise | 50+ | Security, support | High | Custom |
+
+**Step 2: Map features to personas**
+
+| Feature | Freelancer | Small Team | Growing | Enterprise |
+|---------|------------|------------|---------|------------|
+| Core features | ✓ | ✓ | ✓ | ✓ |
+| Collaboration | — | ✓ | ✓ | ✓ |
+| Integrations | — | Limited | Full | Full |
+| API access | — | — | ✓ | ✓ |
+| SSO/SAML | — | — | — | ✓ |
+| Audit logs | — | — | — | ✓ |
+| Custom contract | — | — | — | ✓ |
+
+**Step 3: Price to value for each persona**
+- Research willingness to pay per segment
+- Set prices that capture value without blocking adoption
+- Consider segment-specific landing pages
+
+---
+
+## Freemium vs. Free Trial
+
+### When to Use Freemium
+
+**Freemium works when:**
+- Product has viral/network effects
+- Free users provide value (content, data, referrals)
+- Large market where % conversion drives volume
+- Low marginal cost to serve free users
+- Clear feature/usage limits for upgrade trigger
+
+**Freemium risks:**
+- Free users may never convert
+- Devalues product perception
+- Support costs for non-paying users
+- Harder to raise prices later
+
+### When to Use Free Trial
+
+**Free trial works when:**
+- Product needs time to demonstrate value
+- Onboarding/setup investment required
+- B2B with buying committees
+- Higher price points
+- Product is "sticky" once configured
+
+**Trial best practices:**
+- 7-14 days for simple products
+- 14-30 days for complex products
+- Full access (not feature-limited)
+- Clear countdown and reminders
+- Credit card optional vs. required trade-off
+
+**Credit card upfront:**
+- Higher trial-to-paid conversion (40-50% vs. 15-25%)
+- Lower trial volume
+- Better qualified leads
+
+### Hybrid Approaches
+
+**Freemium + Trial:**
+- Free tier with limited features
+- Trial of premium features
+- Example: Zoom (free 40-min, trial of Pro)
+
+**Reverse trial:**
+- Start with full access
+- After trial, downgrade to free tier
+- Example: See premium value, live with limitations until ready
+
+---
+
+## Enterprise Pricing
+
+### When to Add Custom Pricing
+
+Add "Contact Sales" when:
+- Deal sizes exceed $10k+ ARR
+- Customers need custom contracts
+- Implementation/onboarding required
+- Security/compliance requirements
+- Procurement processes involved
+
+### Enterprise Tier Elements
+
+**Table stakes:**
+- SSO/SAML
+- Audit logs
+- Admin controls
+- Uptime SLA
+- Security certifications
+
+**Value-adds:**
+- Dedicated support/success
+- Custom onboarding
+- Training sessions
+- Custom integrations
+- Priority roadmap input
+
+### Enterprise Pricing Strategies
+
+**Per-seat at scale:**
+- Volume discounts for large teams
+- Example: $15/user (standard) → $10/user (100+)
+
+**Platform fee + usage:**
+- Base fee for access
+- Usage-based above thresholds
+- Example: $500/mo base + $0.01 per API call
+
+**Value-based contracts:**
+- Price tied to customer's revenue/outcomes
+- Example: % of transactions, revenue share

skills/product-marketing-context/SKILL.md

@@ -0,0 +1,241 @@
+---
+name: product-marketing-context
+description: "When the user wants to create or update their product marketing context document. Also use when the user mentions 'product context,' 'marketing context,' 'set up context,' 'positioning,' 'who is my target audience,' 'describe my product,' 'ICP,' 'ideal customer profile,' or wants to avoid repeating foundational information across marketing tasks. Use this at the start of any new project before using other marketing skills — it creates `.agents/product-marketing-context.md` that all other skills reference for product, audience, and positioning context."
+metadata:
+  version: 1.1.0
+---
+
+# Product Marketing Context
+
+You help users create and maintain a product marketing context document. This captures foundational positioning and messaging information that other marketing skills reference, so users don't repeat themselves.
+
+The document is stored at `.agents/product-marketing-context.md`.
+
+## Workflow
+
+### Step 1: Check for Existing Context
+
+First, check if `.agents/product-marketing-context.md` already exists. Also check `.claude/product-marketing-context.md` for older setups — if found there but not in `.agents/`, offer to move it.
+
+**If it exists:**
+- Read it and summarize what's captured
+- Ask which sections they want to update
+- Only gather info for those sections
+
+**If it doesn't exist, offer two options:**
+
+1. **Auto-draft from codebase** (recommended): You'll study the repo—README, landing pages, marketing copy, package.json, etc.—and draft a V1 of the context document. The user then reviews, corrects, and fills gaps. This is faster than starting from scratch.
+
+2. **Start from scratch**: Walk through each section conversationally, gathering info one section at a time.
+
+Most users prefer option 1. After presenting the draft, ask: "What needs correcting? What's missing?"
+
+### Step 2: Gather Information
+
+**If auto-drafting:**
+1. Read the codebase: README, landing pages, marketing copy, about pages, meta descriptions, package.json, any existing docs
+2. Draft all sections based on what you find
+3. Present the draft and ask what needs correcting or is missing
+4. Iterate until the user is satisfied
+
+**If starting from scratch:**
+Walk through each section below conversationally, one at a time. Don't dump all questions at once.
+
+For each section:
+1. Briefly explain what you're capturing
+2. Ask relevant questions
+3. Confirm accuracy
+4. Move to the next
+
+**Important:** Push for verbatim customer language. Exact phrases are more valuable than polished descriptions.
+
+---
+
+## Sections to Capture
+
+### 1. Product Overview
+- One-line description
+- What it does (2-3 sentences)
+- Product category (what "shelf" you sit on—how customers search for you)
+- Product type (SaaS, marketplace, e-commerce, service, etc.)
+- Business model and pricing
+
+### 2. Target Audience
+- Target company type (industry, size, stage)
+- Target decision-makers (roles, departments)
+- Primary use case (the main problem you solve)
+- Jobs to be done (2-3 things customers "hire" you for)
+- Specific use cases or scenarios
+
+### 3. Personas (B2B only)
+If multiple stakeholders are involved in buying, capture for each:
+- User, Champion, Decision Maker, Financial Buyer, Technical Influencer
+- What each cares about, their challenge, and the value you promise them
+
+### 4. Problems & Pain Points
+- Core challenge customers face before finding you
+- Why current solutions fall short
+- What it costs them (time, money, opportunities)
+- Emotional tension (stress, fear, doubt)
+
+### 5. Competitive Landscape
+- **Direct competitors**: Same solution, same problem (e.g., Calendly vs SavvyCal)
+- **Secondary competitors**: Different solution, same problem (e.g., Calendly vs Superhuman scheduling)
+- **Indirect competitors**: Conflicting approach (e.g., Calendly vs personal assistant)
+- How each falls short for customers
+
+### 6. Differentiation
+- Key differentiators (capabilities alternatives lack)
+- How you solve it differently
+- Why that's better (benefits)
+- Why customers choose you over alternatives
+
+### 7. Objections & Anti-Personas
+- Top 3 objections heard in sales and how to address them
+- Who is NOT a good fit (anti-persona)
+
+### 8. Switching Dynamics
+The JTBD Four Forces:
+- **Push**: What frustrations drive them away from current solution
+- **Pull**: What attracts them to you
+- **Habit**: What keeps them stuck with current approach
+- **Anxiety**: What worries them about switching
+
+### 9. Customer Language
+- How customers describe the problem (verbatim)
+- How they describe your solution (verbatim)
+- Words/phrases to use
+- Words/phrases to avoid
+- Glossary of product-specific terms
+
+### 10. Brand Voice
+- Tone (professional, casual, playful, etc.)
+- Communication style (direct, conversational, technical)
+- Brand personality (3-5 adjectives)
+
+### 11. Proof Points
+- Key metrics or results to cite
+- Notable customers/logos
+- Testimonial snippets
+- Main value themes and supporting evidence
+
+### 12. Goals
+- Primary business goal
+- Key conversion action (what you want people to do)
+- Current metrics (if known)
+
+---
+
+## Step 3: Create the Document
+
+After gathering information, create `.agents/product-marketing-context.md` with this structure:
+
+```markdown
+# Product Marketing Context
+
+*Last updated: [date]*
+
+## Product Overview
+**One-liner:**
+**What it does:**
+**Product category:**
+**Product type:**
+**Business model:**
+
+## Target Audience
+**Target companies:**
+**Decision-makers:**
+**Primary use case:**
+**Jobs to be done:**
+-
+**Use cases:**
+-
+
+## Personas
+| Persona | Cares about | Challenge | Value we promise |
+|---------|-------------|-----------|------------------|
+| | | | |
+
+## Problems & Pain Points
+**Core problem:**
+**Why alternatives fall short:**
+-
+**What it costs them:**
+**Emotional tension:**
+
+## Competitive Landscape
+**Direct:** [Competitor] — falls short because...
+**Secondary:** [Approach] — falls short because...
+**Indirect:** [Alternative] — falls short because...
+
+## Differentiation
+**Key differentiators:**
+-
+**How we do it differently:**
+**Why that's better:**
+**Why customers choose us:**
+
+## Objections
+| Objection | Response |
+|-----------|----------|
+| | |
+
+**Anti-persona:**
+
+## Switching Dynamics
+**Push:**
+**Pull:**
+**Habit:**
+**Anxiety:**
+
+## Customer Language
+**How they describe the problem:**
+- "[verbatim]"
+**How they describe us:**
+- "[verbatim]"
+**Words to use:**
+**Words to avoid:**
+**Glossary:**
+| Term | Meaning |
+|------|---------|
+| | |
+
+## Brand Voice
+**Tone:**
+**Style:**
+**Personality:**
+
+## Proof Points
+**Metrics:**
+**Customers:**
+**Testimonials:**
+> "[quote]" — [who]
+**Value themes:**
+| Theme | Proof |
+|-------|-------|
+| | |
+
+## Goals
+**Business goal:**
+**Conversion action:**
+**Current metrics:**
+```
+
+---
+
+## Step 4: Confirm and Save
+
+- Show the completed document
+- Ask if anything needs adjustment
+- Save to `.agents/product-marketing-context.md`
+- Tell them: "Other marketing skills will now use this context automatically. Run `/product-marketing-context` anytime to update it."
+
+---
+
+## Tips
+
+- **Be specific**: Ask "What's the #1 frustration that brings them to you?" not "What problem do they solve?"
+- **Capture exact words**: Customer language beats polished descriptions
+- **Ask for examples**: "Can you give me an example?" unlocks better answers
+- **Validate as you go**: Summarize each section and confirm before moving on
+- **Skip what doesn't apply**: Not every product needs all sections (e.g., Personas for B2C)

skills/programmatic-seo/SKILL.md

@@ -1,6 +1,8 @@
 ---
 name: programmatic-seo
-description: When the user wants to create SEO-driven pages at scale using templates and data. Also use when the user mentions "programmatic SEO," "template pages," "pages at scale," "directory pages," "location pages," "[keyword] + [city] pages," "comparison pages," "integration pages," or "building many pages for SEO." For auditing existing SEO issues, see seo-audit.
+description: When the user wants to create SEO-driven pages at scale using templates and data. Also use when the user mentions "programmatic SEO," "template pages," "pages at scale," "directory pages," "location pages," "[keyword] + [city] pages," "comparison pages," "integration pages," "building many pages for SEO," "pSEO," "generate 100 pages," "data-driven pages," or "templated landing pages." Use this whenever someone wants to create many similar pages targeting different keywords or locations. For auditing existing SEO issues, see seo-audit. For content strategy planning, see content-strategy.
+metadata:
+  version: 1.1.0
 ---
 
 # Programmatic SEO
@@ -9,6 +11,9 @@ You are an expert in programmatic SEO—building SEO-optimized pages at scale us
 
 ## Initial Assessment
 
+**Check for product marketing context first:**
+If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
 Before designing a programmatic SEO strategy, understand:
 
 1. **Business Context**
@@ -24,26 +29,18 @@ Before designing a programmatic SEO strategy, understand:
 3. **Competitive Landscape**
    - Who ranks for these terms now?
    - What do their pages look like?
-   - What would it take to beat them?
+   - Can you realistically compete?
 
 ---
 
 ## Core Principles
 
 ### 1. Unique Value Per Page
-Every page must provide value specific to that page:
-- Unique data, insights, or combinations
+- Every page must provide value specific to that page
 - Not just swapped variables in a template
 - Maximize unique content—the more differentiated, the better
-- Avoid "thin content" penalties by adding real depth
 
 ### 2. Proprietary Data Wins
-The best pSEO uses data competitors can't easily replicate:
-- **Proprietary data**: Data you own or generate
-- **Product-derived data**: Insights from your product usage
-- **User-generated content**: Reviews, comments, submissions
-- **Aggregated insights**: Unique analysis of public data
-
 Hierarchy of data defensibility:
 1. Proprietary (you created it)
 2. Product-derived (from your users)
@@ -56,314 +53,55 @@ Hierarchy of data defensibility:
 - Good: `yoursite.com/templates/resume/`
 - Bad: `templates.yoursite.com/resume/`
 
-Subfolders pass authority to your main domain. Subdomains are treated as separate sites by Google.
-
-**URL best practices**:
-- Short, descriptive, keyword-rich
-- Consistent pattern across page type
-- No unnecessary parameters
-- Human-readable slugs
-
 ### 4. Genuine Search Intent Match
-Pages must actually answer what people are searching for:
-- Understand the intent behind each pattern
-- Provide the complete answer
-- Don't over-optimize for keywords at expense of usefulness
+Pages must actually answer what people are searching for.
 
-### 5. Scalable Quality, Not Just Quantity
-- Quality standards must be maintained at scale
-- Better to have 100 great pages than 10,000 thin ones
-- Build quality checks into the process
+### 5. Quality Over Quantity
+Better to have 100 great pages than 10,000 thin ones.
 
 ### 6. Avoid Google Penalties
-- No doorway pages (thin pages that just funnel to main site)
+- No doorway pages
 - No keyword stuffing
-- No duplicate content across pages
+- No duplicate content
 - Genuine utility for users
 
 ---
 
-## The 12 Programmatic SEO Playbooks
-
-Beyond mixing and matching data point permutations, these are the proven playbooks for programmatic SEO:
-
-### 1. Templates
-**Pattern**: "[Type] template" or "free [type] template"
-**Example searches**: "resume template", "invoice template", "pitch deck template"
-
-**What it is**: Downloadable or interactive templates users can use directly.
-
-**Why it works**:
-- High intent—people need it now
-- Shareable/linkable assets
-- Natural for product-led companies
-
-**Value requirements**:
-- Actually usable templates (not just previews)
-- Multiple variations per type
-- Quality comparable to paid options
-- Easy download/use flow
-
-**URL structure**: `/templates/[type]/` or `/templates/[category]/[type]/`
-
----
-
-### 2. Curation
-**Pattern**: "best [category]" or "top [number] [things]"
-**Example searches**: "best website builders", "top 10 crm software", "best free design tools"
-
-**What it is**: Curated lists ranking or recommending options in a category.
-
-**Why it works**:
-- Comparison shoppers searching for guidance
-- High commercial intent
-- Evergreen with updates
-
-**Value requirements**:
-- Genuine evaluation criteria
-- Real testing or expertise
-- Regular updates (date visible)
-- Not just affiliate-driven rankings
-
-**URL structure**: `/best/[category]/` or `/[category]/best/`
-
----
-
-### 3. Conversions
-**Pattern**: "[X] to [Y]" or "[amount] [unit] in [unit]"
-**Example searches**: "$10 USD to GBP", "100 kg to lbs", "pdf to word"
-
-**What it is**: Tools or pages that convert between formats, units, or currencies.
-
-**Why it works**:
-- Instant utility
-- Extremely high search volume
-- Repeat usage potential
-
-**Value requirements**:
-- Accurate, real-time data
-- Fast, functional tool
-- Related conversions suggested
-- Mobile-friendly interface
-
-**URL structure**: `/convert/[from]-to-[to]/` or `/[from]-to-[to]-converter/`
-
----
-
-### 4. Comparisons
-**Pattern**: "[X] vs [Y]" or "[X] alternative"
-**Example searches**: "webflow vs wordpress", "notion vs coda", "figma alternatives"
-
-**What it is**: Head-to-head comparisons between products, tools, or options.
-
-**Why it works**:
-- High purchase intent
-- Clear search pattern
-- Scales with number of competitors
-
-**Value requirements**:
-- Honest, balanced analysis
-- Actual feature comparison data
-- Clear recommendation by use case
-- Updated when products change
-
-**URL structure**: `/compare/[x]-vs-[y]/` or `/[x]-vs-[y]/`
-
-*See also: competitor-alternatives skill for detailed frameworks*
-
----
-
-### 5. Examples
-**Pattern**: "[type] examples" or "[category] inspiration"
-**Example searches**: "saas landing page examples", "email subject line examples", "portfolio website examples"
-
-**What it is**: Galleries or collections of real-world examples for inspiration.
-
-**Why it works**:
-- Research phase traffic
-- Highly shareable
-- Natural for design/creative tools
-
-**Value requirements**:
-- Real, high-quality examples
-- Screenshots or embeds
-- Categorization/filtering
-- Analysis of why they work
-
-**URL structure**: `/examples/[type]/` or `/[type]-examples/`
-
----
-
-### 6. Locations
-**Pattern**: "[service/thing] in [location]"
-**Example searches**: "coworking spaces in san diego", "dentists in austin", "best restaurants in brooklyn"
-
-**What it is**: Location-specific pages for services, businesses, or information.
-
-**Why it works**:
-- Local intent is massive
-- Scales with geography
-- Natural for marketplaces/directories
-
-**Value requirements**:
-- Actual local data (not just city name swapped)
-- Local providers/options listed
-- Location-specific insights (pricing, regulations)
-- Map integration helpful
-
-**URL structure**: `/[service]/[city]/` or `/locations/[city]/[service]/`
-
----
-
-### 7. Personas
-**Pattern**: "[product] for [audience]" or "[solution] for [role/industry]"
-**Example searches**: "payroll software for agencies", "crm for real estate", "project management for freelancers"
-
-**What it is**: Tailored landing pages addressing specific audience segments.
-
-**Why it works**:
-- Speaks directly to searcher's context
-- Higher conversion than generic pages
-- Scales with personas
-
-**Value requirements**:
-- Genuine persona-specific content
-- Relevant features highlighted
-- Testimonials from that segment
-- Use cases specific to audience
-
-**URL structure**: `/for/[persona]/` or `/solutions/[industry]/`
-
----
-
-### 8. Integrations
-**Pattern**: "[your product] [other product] integration" or "[product] + [product]"
-**Example searches**: "slack asana integration", "zapier airtable", "hubspot salesforce sync"
-
-**What it is**: Pages explaining how your product works with other tools.
-
-**Why it works**:
-- Captures users of other products
-- High intent (they want the solution)
-- Scales with integration ecosystem
-
-**Value requirements**:
-- Real integration details
-- Setup instructions
-- Use cases for the combination
-- Working integration (not vaporware)
-
-**URL structure**: `/integrations/[product]/` or `/connect/[product]/`
-
----
-
-### 9. Glossary
-**Pattern**: "what is [term]" or "[term] definition" or "[term] meaning"
-**Example searches**: "what is pSEO", "api definition", "what does crm stand for"
-
-**What it is**: Educational definitions of industry terms and concepts.
-
-**Why it works**:
-- Top-of-funnel awareness
-- Establishes expertise
-- Natural internal linking opportunities
-
-**Value requirements**:
-- Clear, accurate definitions
-- Examples and context
-- Related terms linked
-- More depth than a dictionary
-
-**URL structure**: `/glossary/[term]/` or `/learn/[term]/`
-
----
-
-### 10. Translations
-**Pattern**: Same content in multiple languages
-**Example searches**: "qué es pSEO", "was ist SEO", "マーケティングとは"
-
-**What it is**: Your content translated and localized for other language markets.
-
-**Why it works**:
-- Opens entirely new markets
-- Lower competition in many languages
-- Multiplies your content reach
-
-**Value requirements**:
-- Quality translation (not just Google Translate)
-- Cultural localization
-- hreflang tags properly implemented
-- Native speaker review
-
-**URL structure**: `/[lang]/[page]/` or `yoursite.com/es/`, `/de/`, etc.
-
----
-
-### 11. Directory
-**Pattern**: "[category] tools" or "[type] software" or "[category] companies"
-**Example searches**: "ai copywriting tools", "email marketing software", "crm companies"
-
-**What it is**: Comprehensive directories listing options in a category.
-
-**Why it works**:
-- Research phase capture
-- Link building magnet
-- Natural for aggregators/reviewers
-
-**Value requirements**:
-- Comprehensive coverage
-- Useful filtering/sorting
-- Details per listing (not just names)
-- Regular updates
-
-**URL structure**: `/directory/[category]/` or `/[category]-directory/`
-
----
-
-### 12. Profiles
-**Pattern**: "[person/company name]" or "[entity] + [attribute]"
-**Example searches**: "stripe ceo", "airbnb founding story", "elon musk companies"
-
-**What it is**: Profile pages about notable people, companies, or entities.
-
-**Why it works**:
-- Informational intent traffic
-- Builds topical authority
-- Natural for B2B, news, research
-
-**Value requirements**:
-- Accurate, sourced information
-- Regularly updated
-- Unique insights or aggregation
-- Not just Wikipedia rehash
-
-**URL structure**: `/people/[name]/` or `/companies/[name]/`
+## The 12 Playbooks (Overview)
+
+| Playbook | Pattern | Example |
+|----------|---------|---------|
+| Templates | "[Type] template" | "resume template" |
+| Curation | "best [category]" | "best website builders" |
+| Conversions | "[X] to [Y]" | "$10 USD to GBP" |
+| Comparisons | "[X] vs [Y]" | "webflow vs wordpress" |
+| Examples | "[type] examples" | "landing page examples" |
+| Locations | "[service] in [location]" | "dentists in austin" |
+| Personas | "[product] for [audience]" | "crm for real estate" |
+| Integrations | "[product A] [product B] integration" | "slack asana integration" |
+| Glossary | "what is [term]" | "what is pSEO" |
+| Translations | Content in multiple languages | Localized content |
+| Directory | "[category] tools" | "ai copywriting tools" |
+| Profiles | "[entity name]" | "stripe ceo" |
+
+**For detailed playbook implementation**: See [references/playbooks.md](references/playbooks.md)
 
 ---
 
 ## Choosing Your Playbook
 
-### Match to Your Assets
-
 | If you have... | Consider... |
 |----------------|-------------|
-| Proprietary data | Stats, Directories, Profiles |
+| Proprietary data | Directories, Profiles |
 | Product with integrations | Integrations |
 | Design/creative product | Templates, Examples |
 | Multi-segment audience | Personas |
 | Local presence | Locations |
 | Tool or utility product | Conversions |
 | Content/expertise | Glossary, Curation |
-| International potential | Translations |
 | Competitor landscape | Comparisons |
 
-### Combine Playbooks
-
-You can layer multiple playbooks:
-- **Locations + Personas**: "Marketing agencies for startups in Austin"
-- **Curation + Locations**: "Best coworking spaces in San Diego"
-- **Integrations + Personas**: "Slack for sales teams"
-- **Glossary + Translations**: Multi-language educational content
+You can layer multiple playbooks (e.g., "Best coworking spaces in San Diego").
 
 ---
 
@@ -371,126 +109,55 @@ You can layer multiple playbooks:
 
 ### 1. Keyword Pattern Research
 
-**Identify the pattern**:
+**Identify the pattern:**
 - What's the repeating structure?
 - What are the variables?
 - How many unique combinations exist?
 
-**Validate demand**:
-- Aggregate search volume for pattern
+**Validate demand:**
+- Aggregate search volume
 - Volume distribution (head vs. long tail)
-- Seasonal patterns
 - Trend direction
 
-**Assess competition**:
-- Who ranks currently?
-- What's their content quality?
-- What's their domain authority?
-- Can you realistically compete?
-
 ### 2. Data Requirements
 
-**Identify data sources**:
+**Identify data sources:**
 - What data populates each page?
-- Where does that data come from?
 - Is it first-party, scraped, licensed, public?
 - How is it updated?
 
-**Data schema design**:
-```
-For "[Service] in [City]" pages:
-
-city:
-  - name
-  - population
-  - relevant_stats
-
-service:
-  - name
-  - description
-  - typical_pricing
-
-local_providers:
-  - name
-  - rating
-  - reviews_count
-  - specialty
-
-local_data:
-  - regulations
-  - average_prices
-  - market_size
-```
-
 ### 3. Template Design
 
-**Page structure**:
+**Page structure:**
 - Header with target keyword
 - Unique intro (not just variables swapped)
 - Data-driven sections
 - Related pages / internal links
 - CTAs appropriate to intent
 
-**Ensuring uniqueness**:
+**Ensuring uniqueness:**
 - Each page needs unique value
 - Conditional content based on data
-- User-generated content where possible
 - Original insights/analysis per page
 
-**Template example**:
-```
-H1: [Service] in [City]: [Year] Guide
-
-Intro: [Dynamic paragraph using city stats + service context]
-
-Section 1: Why [City] for [Service]
-[City-specific data and insights]
-
-Section 2: Top [Service] Providers in [City]
-[Data-driven list with unique details]
-
-Section 3: Pricing for [Service] in [City]
-[Local pricing data if available]
-
-Section 4: FAQs about [Service] in [City]
-[Common questions with city-specific answers]
-
-Related: [Service] in [Nearby Cities]
-```
-
 ### 4. Internal Linking Architecture
 
-**Hub and spoke model**:
+**Hub and spoke model:**
 - Hub: Main category page
 - Spokes: Individual programmatic pages
 - Cross-links between related spokes
 
-**Avoid orphan pages**:
+**Avoid orphan pages:**
 - Every page reachable from main site
-- Logical category structure
 - XML sitemap for all pages
-
-**Breadcrumbs**:
-- Show hierarchy
-- Structured data markup
-- User navigation aid
+- Breadcrumbs with structured data
 
 ### 5. Indexation Strategy
 
-**Prioritize important pages**:
-- Not all pages need to be indexed
-- Index high-volume patterns
+- Prioritize high-volume patterns
 - Noindex very thin variations
-
-**Crawl budget management**:
-- Paginate thoughtfully
-- Avoid infinite crawl traps
-- Use robots.txt wisely
-
-**Sitemap strategy**:
+- Manage crawl budget thoughtfully
 - Separate sitemaps by page type
-- Monitor indexation rate
-- Prioritize by importance
 
 ---
 
@@ -498,129 +165,74 @@ Related: [Service] in [Nearby Cities]
 
 ### Pre-Launch Checklist
 
-**Content quality**:
+**Content quality:**
 - [ ] Each page provides unique value
-- [ ] Not just variable substitution
 - [ ] Answers search intent
 - [ ] Readable and useful
 
-**Technical SEO**:
+**Technical SEO:**
 - [ ] Unique titles and meta descriptions
 - [ ] Proper heading structure
 - [ ] Schema markup implemented
-- [ ] Canonical tags correct
 - [ ] Page speed acceptable
 
-**Internal linking**:
+**Internal linking:**
 - [ ] Connected to site architecture
 - [ ] Related pages linked
 - [ ] No orphan pages
-- [ ] Breadcrumbs implemented
 
-**Indexation**:
+**Indexation:**
 - [ ] In XML sitemap
 - [ ] Crawlable
-- [ ] Not blocked by robots.txt
 - [ ] No conflicting noindex
 
-### Monitoring Post-Launch
+### Post-Launch Monitoring
 
-**Track**:
-- Indexation rate
-- Rankings by page pattern
-- Traffic by page pattern
-- Engagement metrics
-- Conversion rate
+Track: Indexation rate, Rankings, Traffic, Engagement, Conversion
 
-**Watch for**:
-- Thin content warnings in Search Console
-- Ranking drops
-- Manual actions
-- Crawl errors
+Watch for: Thin content warnings, Ranking drops, Manual actions, Crawl errors
 
 ---
 
-## Common Mistakes to Avoid
+## Common Mistakes
 
-### Thin Content
-- Just swapping city names in identical content
-- No unique information per page
-- "Doorway pages" that just redirect
-
-### Keyword Cannibalization
-- Multiple pages targeting same keyword
-- No clear hierarchy
-- Competing with yourself
-
-### Over-Generation
-- Creating pages with no search demand
-- Too many low-quality pages dilute authority
-- Quantity over quality
-
-### Poor Data Quality
-- Outdated information
-- Incorrect data
-- Missing data showing as blank
-
-### Ignoring User Experience
-- Pages exist for Google, not users
-- No conversion path
-- Bouncy, unhelpful content
+- **Thin content**: Just swapping city names in identical content
+- **Keyword cannibalization**: Multiple pages targeting same keyword
+- **Over-generation**: Creating pages with no search demand
+- **Poor data quality**: Outdated or incorrect information
+- **Ignoring UX**: Pages exist for Google, not users
 
 ---
 
 ## Output Format
 
 ### Strategy Document
-
-**Opportunity Analysis**:
-- Keyword pattern identified
-- Search volume estimates
-- Competition assessment
-- Feasibility rating
-
-**Implementation Plan**:
-- Data requirements and sources
-- Template structure
-- Number of pages (phases)
-- Internal linking plan
-- Technical requirements
-
-**Content Guidelines**:
-- What makes each page unique
-- Quality standards
-- Update frequency
+- Opportunity analysis
+- Implementation plan
+- Content guidelines
 
 ### Page Template
-
-**URL structure**: `/category/variable/`
-**Title template**: [Variable] + [Static] + [Brand]
-**Meta description template**: [Pattern with variables]
-**H1 template**: [Pattern]
-**Content outline**: Section by section
-**Schema markup**: Type and required fields
-
-### Launch Checklist
-
-Specific pre-launch checks for this implementation
+- URL structure
+- Title/meta templates
+- Content outline
+- Schema markup
 
 ---
 
-## Questions to Ask
+## Task-Specific Questions
 
-If you need more context:
 1. What keyword patterns are you targeting?
 2. What data do you have (or can acquire)?
-3. How many pages are you planning to create?
+3. How many pages are you planning?
 4. What does your site authority look like?
 5. Who currently ranks for these terms?
-6. What's your technical stack for generating pages?
+6. What's your technical stack?
 
 ---
 
 ## Related Skills
 
 - **seo-audit**: For auditing programmatic pages after launch
-- **schema-markup**: For adding structured data to templates
-- **copywriting**: For the non-templated copy portions
-- **analytics-tracking**: For measuring programmatic page performance
+- **schema-markup**: For adding structured data
+- **site-architecture**: For page hierarchy, URL structure, and internal linking
+- **competitor-alternatives**: For comparison page frameworks

skills/programmatic-seo/references/playbooks.md

@@ -0,0 +1,308 @@
+# The 12 Programmatic SEO Playbooks
+
+Beyond mixing and matching data point permutations, these are the proven playbooks for programmatic SEO.
+
+## Contents
+- 1. Templates
+- 2. Curation
+- 3. Conversions
+- 4. Comparisons
+- 5. Examples
+- 6. Locations
+- 7. Personas
+- 8. Integrations
+- 9. Glossary
+- 10. Translations
+- 11. Directory
+- 12. Profiles
+- Choosing Your Playbook (Match to Your Assets, Combine Playbooks)
+
+## 1. Templates
+
+**Pattern**: "[Type] template" or "free [type] template"
+**Example searches**: "resume template", "invoice template", "pitch deck template"
+
+**What it is**: Downloadable or interactive templates users can use directly.
+
+**Why it works**:
+- High intent—people need it now
+- Shareable/linkable assets
+- Natural for product-led companies
+
+**Value requirements**:
+- Actually usable templates (not just previews)
+- Multiple variations per type
+- Quality comparable to paid options
+- Easy download/use flow
+
+**URL structure**: `/templates/[type]/` or `/templates/[category]/[type]/`
+
+---
+
+## 2. Curation
+
+**Pattern**: "best [category]" or "top [number] [things]"
+**Example searches**: "best website builders", "top 10 crm software", "best free design tools"
+
+**What it is**: Curated lists ranking or recommending options in a category.
+
+**Why it works**:
+- Comparison shoppers searching for guidance
+- High commercial intent
+- Evergreen with updates
+
+**Value requirements**:
+- Genuine evaluation criteria
+- Real testing or expertise
+- Regular updates (date visible)
+- Not just affiliate-driven rankings
+
+**URL structure**: `/best/[category]/` or `/[category]/best/`
+
+---
+
+## 3. Conversions
+
+**Pattern**: "[X] to [Y]" or "[amount] [unit] in [unit]"
+**Example searches**: "$10 USD to GBP", "100 kg to lbs", "pdf to word"
+
+**What it is**: Tools or pages that convert between formats, units, or currencies.
+
+**Why it works**:
+- Instant utility
+- Extremely high search volume
+- Repeat usage potential
+
+**Value requirements**:
+- Accurate, real-time data
+- Fast, functional tool
+- Related conversions suggested
+- Mobile-friendly interface
+
+**URL structure**: `/convert/[from]-to-[to]/` or `/[from]-to-[to]-converter/`
+
+---
+
+## 4. Comparisons
+
+**Pattern**: "[X] vs [Y]" or "[X] alternative"
+**Example searches**: "webflow vs wordpress", "notion vs coda", "figma alternatives"
+
+**What it is**: Head-to-head comparisons between products, tools, or options.
+
+**Why it works**:
+- High purchase intent
+- Clear search pattern
+- Scales with number of competitors
+
+**Value requirements**:
+- Honest, balanced analysis
+- Actual feature comparison data
+- Clear recommendation by use case
+- Updated when products change
+
+**URL structure**: `/compare/[x]-vs-[y]/` or `/[x]-vs-[y]/`
+
+*See also: competitor-alternatives skill for detailed frameworks*
+
+---
+
+## 5. Examples
+
+**Pattern**: "[type] examples" or "[category] inspiration"
+**Example searches**: "saas landing page examples", "email subject line examples", "portfolio website examples"
+
+**What it is**: Galleries or collections of real-world examples for inspiration.
+
+**Why it works**:
+- Research phase traffic
+- Highly shareable
+- Natural for design/creative tools
+
+**Value requirements**:
+- Real, high-quality examples
+- Screenshots or embeds
+- Categorization/filtering
+- Analysis of why they work
+
+**URL structure**: `/examples/[type]/` or `/[type]-examples/`
+
+---
+
+## 6. Locations
+
+**Pattern**: "[service/thing] in [location]"
+**Example searches**: "coworking spaces in san diego", "dentists in austin", "best restaurants in brooklyn"
+
+**What it is**: Location-specific pages for services, businesses, or information.
+
+**Why it works**:
+- Local intent is massive
+- Scales with geography
+- Natural for marketplaces/directories
+
+**Value requirements**:
+- Actual local data (not just city name swapped)
+- Local providers/options listed
+- Location-specific insights (pricing, regulations)
+- Map integration helpful
+
+**URL structure**: `/[service]/[city]/` or `/locations/[city]/[service]/`
+
+---
+
+## 7. Personas
+
+**Pattern**: "[product] for [audience]" or "[solution] for [role/industry]"
+**Example searches**: "payroll software for agencies", "crm for real estate", "project management for freelancers"
+
+**What it is**: Tailored landing pages addressing specific audience segments.
+
+**Why it works**:
+- Speaks directly to searcher's context
+- Higher conversion than generic pages
+- Scales with personas
+
+**Value requirements**:
+- Genuine persona-specific content
+- Relevant features highlighted
+- Testimonials from that segment
+- Use cases specific to audience
+
+**URL structure**: `/for/[persona]/` or `/solutions/[industry]/`
+
+---
+
+## 8. Integrations
+
+**Pattern**: "[your product] [other product] integration" or "[product] + [product]"
+**Example searches**: "slack asana integration", "zapier airtable", "hubspot salesforce sync"
+
+**What it is**: Pages explaining how your product works with other tools.
+
+**Why it works**:
+- Captures users of other products
+- High intent (they want the solution)
+- Scales with integration ecosystem
+
+**Value requirements**:
+- Real integration details
+- Setup instructions
+- Use cases for the combination
+- Working integration (not vaporware)
+
+**URL structure**: `/integrations/[product]/` or `/connect/[product]/`
+
+---
+
+## 9. Glossary
+
+**Pattern**: "what is [term]" or "[term] definition" or "[term] meaning"
+**Example searches**: "what is pSEO", "api definition", "what does crm stand for"
+
+**What it is**: Educational definitions of industry terms and concepts.
+
+**Why it works**:
+- Top-of-funnel awareness
+- Establishes expertise
+- Natural internal linking opportunities
+
+**Value requirements**:
+- Clear, accurate definitions
+- Examples and context
+- Related terms linked
+- More depth than a dictionary
+
+**URL structure**: `/glossary/[term]/` or `/learn/[term]/`
+
+---
+
+## 10. Translations
+
+**Pattern**: Same content in multiple languages
+**Example searches**: "qué es pSEO", "was ist SEO", "マーケティングとは"
+
+**What it is**: Your content translated and localized for other language markets.
+
+**Why it works**:
+- Opens entirely new markets
+- Lower competition in many languages
+- Multiplies your content reach
+
+**Value requirements**:
+- Quality translation (not just Google Translate)
+- Cultural localization
+- hreflang tags properly implemented
+- Native speaker review
+
+**URL structure**: `/[lang]/[page]/` or `yoursite.com/es/`, `/de/`, etc.
+
+---
+
+## 11. Directory
+
+**Pattern**: "[category] tools" or "[type] software" or "[category] companies"
+**Example searches**: "ai copywriting tools", "email marketing software", "crm companies"
+
+**What it is**: Comprehensive directories listing options in a category.
+
+**Why it works**:
+- Research phase capture
+- Link building magnet
+- Natural for aggregators/reviewers
+
+**Value requirements**:
+- Comprehensive coverage
+- Useful filtering/sorting
+- Details per listing (not just names)
+- Regular updates
+
+**URL structure**: `/directory/[category]/` or `/[category]-directory/`
+
+---
+
+## 12. Profiles
+
+**Pattern**: "[person/company name]" or "[entity] + [attribute]"
+**Example searches**: "stripe ceo", "airbnb founding story", "elon musk companies"
+
+**What it is**: Profile pages about notable people, companies, or entities.
+
+**Why it works**:
+- Informational intent traffic
+- Builds topical authority
+- Natural for B2B, news, research
+
+**Value requirements**:
+- Accurate, sourced information
+- Regularly updated
+- Unique insights or aggregation
+- Not just Wikipedia rehash
+
+**URL structure**: `/people/[name]/` or `/companies/[name]/`
+
+---
+
+## Choosing Your Playbook
+
+### Match to Your Assets
+
+| If you have... | Consider... |
+|----------------|-------------|
+| Proprietary data | Stats, Directories, Profiles |
+| Product with integrations | Integrations |
+| Design/creative product | Templates, Examples |
+| Multi-segment audience | Personas |
+| Local presence | Locations |
+| Tool or utility product | Conversions |
+| Content/expertise | Glossary, Curation |
+| International potential | Translations |
+| Competitor landscape | Comparisons |
+
+### Combine Playbooks
+
+You can layer multiple playbooks:
+- **Locations + Personas**: "Marketing agencies for startups in Austin"
+- **Curation + Locations**: "Best coworking spaces in San Diego"
+- **Integrations + Personas**: "Slack for sales teams"
+- **Glossary + Translations**: Multi-language educational content

skills/referral-program/SKILL.md

@@ -1,56 +1,55 @@
 ---
 name: referral-program
-description: "When the user wants to create, optimize, or analyze a referral program, affiliate program, or word-of-mouth strategy. Also use when the user mentions 'referral,' 'affiliate,' 'ambassador,' 'word of mouth,' 'viral loop,' 'refer a friend,' or 'partner program.' This skill covers program design, incentive structure, and growth optimization."
+description: "When the user wants to create, optimize, or analyze a referral program, affiliate program, or word-of-mouth strategy. Also use when the user mentions 'referral,' 'affiliate,' 'ambassador,' 'word of mouth,' 'viral loop,' 'refer a friend,' 'partner program,' 'referral incentive,' 'how to get referrals,' 'customers referring customers,' or 'affiliate payout.' Use this whenever someone wants existing users or partners to bring in new customers. For launch-specific virality, see launch-strategy."
+metadata:
+  version: 1.1.0
 ---
 
 # Referral & Affiliate Programs
 
-You are an expert in viral growth and referral marketing with access to referral program data and third-party tools. Your goal is to help design and optimize programs that turn customers into growth engines.
+You are an expert in viral growth and referral marketing. Your goal is to help design and optimize programs that turn customers into growth engines.
 
 ## Before Starting
 
+**Check for product marketing context first:**
+If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
 Gather this context (ask if not provided):
 
 ### 1. Program Type
-- Are you building a customer referral program, affiliate program, or both?
-- Is this B2B or B2C?
-- What's the average customer value (LTV)?
+- Customer referral program, affiliate program, or both?
+- B2B or B2C?
+- What's the average customer LTV?
 - What's your current CAC from other channels?
 
 ### 2. Current State
-- Do you have an existing referral/affiliate program?
-- What's your current referral rate (% of customers who refer)?
+- Existing referral/affiliate program?
+- Current referral rate (% who refer)?
 - What incentives have you tried?
-- Do you have customer NPS or satisfaction data?
 
 ### 3. Product Fit
-- Is your product shareable? (Does using it involve others?)
-- Does your product have network effects?
-- Do customers naturally talk about your product?
-- What triggers word-of-mouth currently?
+- Is your product shareable?
+- Does it have network effects?
+- Do customers naturally talk about it?
 
 ### 4. Resources
-- What tools/platforms do you use or consider?
-- What's your budget for referral incentives?
-- Do you have engineering resources for custom implementation?
+- Tools/platforms you use or consider?
+- Budget for referral incentives?
 
 ---
 
-## Referral vs. Affiliate: When to Use Each
+## Referral vs. Affiliate
 
 ### Customer Referral Programs
 
 **Best for:**
 - Existing customers recommending to their network
 - Products with natural word-of-mouth
-- Building authentic social proof
 - Lower-ticket or self-serve products
 
 **Characteristics:**
 - Referrer is an existing customer
-- Motivation: Rewards + helping friends
-- Typically one-time or limited rewards
-- Tracked via unique links or codes
+- One-time or limited rewards
 - Higher trust, lower volume
 
 ### Affiliate Programs
@@ -58,22 +57,13 @@ Gather this context (ask if not provided):
 **Best for:**
 - Reaching audiences you don't have access to
 - Content creators, influencers, bloggers
-- Products with clear value proposition
 - Higher-ticket products that justify commissions
 
 **Characteristics:**
 - Affiliates may not be customers
-- Motivation: Revenue/commission
 - Ongoing commission relationship
-- Requires more management
 - Higher volume, variable trust
 
-### Hybrid Approach
-
-Many successful programs combine both:
-- Referral program for customers (simple, small rewards)
-- Affiliate program for partners (larger commissions, more structure)
-
 ---
 
 ## Referral Program Design
@@ -81,267 +71,35 @@ Many successful programs combine both:
 ### The Referral Loop
 
 ```
-┌─────────────────────────────────────────────────────┐
-│                                                     │
-│  ┌──────────┐    ┌──────────┐    ┌──────────┐     │
-│  │ Trigger  │───▶│  Share   │───▶│ Convert  │     │
-│  │ Moment   │    │  Action  │    │ Referred │     │
-│  └──────────┘    └──────────┘    └──────────┘     │
-│       ▲                               │            │
-│       │                               │            │
-│       └───────────────────────────────┘            │
-│                  Reward                            │
-└─────────────────────────────────────────────────────┘
+Trigger Moment → Share Action → Convert Referred → Reward → (Loop)
 ```
 
 ### Step 1: Identify Trigger Moments
 
-When are customers most likely to refer?
-
 **High-intent moments:**
 - Right after first "aha" moment
 - After achieving a milestone
-- After receiving exceptional support
+- After exceptional support
 - After renewing or upgrading
-- When they tell you they love the product
 
-**Natural sharing moments:**
-- When the product involves collaboration
-- When they're asked "what tool do you use?"
-- When they share results publicly
-- When they complete something shareable
+### Step 2: Design Share Mechanism
 
-### Step 2: Design the Share Mechanism
-
-**Methods ranked by effectiveness:**
-
-1. **In-product sharing** — Highest conversion, feels native
-2. **Personalized link** — Easy to track, works everywhere
-3. **Email invitation** — Direct, personal, higher intent
-4. **Social sharing** — Broadest reach, lowest conversion
-5. **Referral code** — Memorable, works offline
-
-**Best practice:** Offer multiple sharing options, lead with the highest-converting method.
+**Ranked by effectiveness:**
+1. In-product sharing (highest conversion)
+2. Personalized link
+3. Email invitation
+4. Social sharing
+5. Referral code (works offline)
 
 ### Step 3: Choose Incentive Structure
 
-**Single-sided rewards** (referrer only):
-- Simpler to explain
-- Works for high-value products
-- Risk: Referred may feel no urgency
+**Single-sided rewards** (referrer only): Simpler, works for high-value products
 
-**Double-sided rewards** (both parties):
-- Higher conversion rates
-- Creates win-win framing
-- Standard for most programs
+**Double-sided rewards** (both parties): Higher conversion, win-win framing
 
-**Tiered rewards:**
-- Increases engagement over time
-- Gamifies the referral process
-- More complex to communicate
+**Tiered rewards**: Gamifies referral process, increases engagement
 
-### Incentive Types
-
-| Type | Pros | Cons | Best For |
-|------|------|------|----------|
-| Cash/credit | Universally valued | Feels transactional | Marketplaces, fintech |
-| Product credit | Drives usage | Only valuable if they'll use it | SaaS, subscriptions |
-| Free months | Clear value | May attract freebie-seekers | Subscription products |
-| Feature unlock | Low cost to you | Only works for gated features | Freemium products |
-| Swag/gifts | Memorable, shareable | Logistics complexity | Brand-focused companies |
-| Charity donation | Feel-good | Lower personal motivation | Mission-driven brands |
-
-### Incentive Sizing Framework
-
-**Calculate your maximum incentive:**
-```
-Max Referral Reward = (Customer LTV × Gross Margin) - Target CAC
-```
-
-**Example:**
-- LTV: $1,200
-- Gross margin: 70%
-- Target CAC: $200
-- Max reward: ($1,200 × 0.70) - $200 = $640
-
-**Typical referral rewards:**
-- B2C: $10-50 or 10-25% of first purchase
-- B2B SaaS: $50-500 or 1-3 months free
-- Enterprise: Higher, often custom
-
----
-
-## Referral Program Examples
-
-### Dropbox (Classic)
-
-**Program:** Give 500MB storage, get 500MB storage
-**Why it worked:**
-- Reward directly tied to product value
-- Low friction (just an email)
-- Both parties benefit equally
-- Gamified with progress tracking
-
-### Uber/Lyft
-
-**Program:** Give $10 ride credit, get $10 when they ride
-**Why it worked:**
-- Immediate, clear value
-- Double-sided incentive
-- Easy to share (code/link)
-- Triggered at natural moments
-
-### Morning Brew
-
-**Program:** Tiered rewards for subscriber referrals
-- 3 referrals: Newsletter stickers
-- 5 referrals: T-shirt
-- 10 referrals: Mug
-- 25 referrals: Hoodie
-
-**Why it worked:**
-- Gamification drives ongoing engagement
-- Physical rewards are shareable (more referrals)
-- Low cost relative to subscriber value
-- Built status/identity
-
-### Notion
-
-**Program:** $10 credit per referral (education)
-**Why it worked:**
-- Targeted high-sharing audience (students)
-- Product naturally spreads in teams
-- Credit keeps users engaged
-
----
-
-## Affiliate Program Design
-
-### Commission Structures
-
-**Percentage of sale:**
-- Standard: 10-30% of first sale or first year
-- Works for: E-commerce, SaaS with clear pricing
-- Example: "Earn 25% of every sale you refer"
-
-**Flat fee per action:**
-- Standard: $5-500 depending on value
-- Works for: Lead gen, trials, freemium
-- Example: "$50 for every qualified demo"
-
-**Recurring commission:**
-- Standard: 10-25% of recurring revenue
-- Works for: Subscription products
-- Example: "20% of subscription for 12 months"
-
-**Tiered commission:**
-- Works for: Motivating high performers
-- Example: "20% for 1-10 sales, 25% for 11-25, 30% for 26+"
-
-### Cookie Duration
-
-How long after click does affiliate get credit?
-
-| Duration | Use Case |
-|----------|----------|
-| 24 hours | High-volume, low-consideration purchases |
-| 7-14 days | Standard e-commerce |
-| 30 days | Standard SaaS/B2B |
-| 60-90 days | Long sales cycles, enterprise |
-| Lifetime | Premium affiliate relationships |
-
-### Affiliate Recruitment
-
-**Where to find affiliates:**
-- Existing customers who create content
-- Industry bloggers and reviewers
-- YouTubers in your niche
-- Newsletter writers
-- Complementary tool companies
-- Consultants and agencies
-
-**Outreach template:**
-```
-Subject: Partnership opportunity — [Your Product]
-
-Hi [Name],
-
-I've been following your content on [topic] — particularly [specific piece] — and think there could be a great fit for a partnership.
-
-[Your Product] helps [audience] [achieve outcome], and I think your audience would find it valuable.
-
-We offer [commission structure] for partners, plus [additional benefits: early access, co-marketing, etc.].
-
-Would you be open to learning more?
-
-[Your name]
-```
-
-### Affiliate Enablement
-
-Provide affiliates with:
-- [ ] Unique tracking links/codes
-- [ ] Product overview and key benefits
-- [ ] Target audience description
-- [ ] Comparison to competitors
-- [ ] Creative assets (logos, banners, images)
-- [ ] Sample copy and talking points
-- [ ] Case studies and testimonials
-- [ ] Demo access or free account
-- [ ] FAQ and objection handling
-- [ ] Payment terms and schedule
-
----
-
-## Viral Coefficient & Modeling
-
-### Key Metrics
-
-**Viral coefficient (K-factor):**
-```
-K = Invitations × Conversion Rate
-
-K > 1 = Viral growth (each user brings more than 1 new user)
-K < 1 = Amplified growth (referrals supplement other acquisition)
-```
-
-**Example:**
-- Average customer sends 3 invitations
-- 15% of invitations convert
-- K = 3 × 0.15 = 0.45
-
-**Referral rate:**
-```
-Referral Rate = (Customers who refer) / (Total customers)
-```
-
-Benchmarks:
-- Good: 10-25% of customers refer
-- Great: 25-50%
-- Exceptional: 50%+
-
-**Referrals per referrer:**
-```
-How many successful referrals does each referring customer generate?
-```
-
-Benchmarks:
-- Average: 1-2 referrals per referrer
-- Good: 2-5
-- Exceptional: 5+
-
-### Calculating Referral Program ROI
-
-```
-Referral Program ROI = (Revenue from referred customers - Program costs) / Program costs
-
-Program costs = Rewards paid + Tool costs + Management time
-```
-
-**Track separately:**
-- Cost per referred customer (CAC via referral)
-- LTV of referred customers (often higher than average)
-- Payback period for referral rewards
+**For examples and incentive sizing**: See [references/program-examples.md](references/program-examples.md)
 
 ---
 
@@ -350,178 +108,42 @@ Program costs = Rewards paid + Tool costs + Management time
 ### Improving Referral Rate
 
 **If few customers are referring:**
-- Ask at better moments (after wins, not randomly)
-- Simplify the sharing process
+- Ask at better moments
+- Simplify sharing process
 - Test different incentive types
-- Make the referral prominent in product
-- Remind via email campaigns
-- Reduce friction in the flow
+- Make referral prominent in product
 
 **If referrals aren't converting:**
-- Improve the landing experience for referred users
-- Strengthen the incentive for new users
-- Test different messaging on referral pages
-- Ensure the referrer's endorsement is visible
-- Shorten the path to value
+- Improve landing experience for referred users
+- Strengthen incentive for new users
+- Ensure referrer's endorsement is visible
 
 ### A/B Tests to Run
 
-**Incentive tests:**
-- Reward amount (10% higher, 20% higher)
-- Reward type (credit vs. cash vs. free months)
-- Single vs. double-sided
-- Immediate vs. delayed reward
+**Incentive tests:** Amount, type, single vs. double-sided, timing
 
-**Messaging tests:**
-- How you describe the program
-- CTA copy on share buttons
-- Email subject lines for referral invites
-- Landing page copy for referred users
+**Messaging tests:** Program description, CTA copy, landing page copy
 
-**Placement tests:**
-- Where the referral prompt appears
-- When it appears (trigger timing)
-- How prominent it is
-- In-app vs. email prompts
+**Placement tests:** Where and when the referral prompt appears
 
 ### Common Problems & Fixes
 
-| Problem | Likely Cause | Fix |
-|---------|--------------|-----|
-| Low awareness | Program not visible | Add prominent in-app prompts |
-| Low share rate | Too much friction | Simplify to one click |
-| Low conversion | Weak landing page | Optimize referred user experience |
-| Fraud/abuse | Gaming the system | Add verification, limits |
-| One-time referrers | No ongoing motivation | Add tiered/gamified rewards |
-
----
-
-## Fraud Prevention
-
-### Common Referral Fraud
-
-- Self-referrals (creating fake accounts)
-- Referral rings (groups referring each other)
-- Coupon sites posting referral codes
-- Fake email addresses
-- VPN/device spoofing
-
-### Prevention Measures
-
-**Technical:**
-- Email verification required
-- Device fingerprinting
-- IP address monitoring
-- Delayed reward payout (after activation)
-- Minimum activity threshold
-
-**Policy:**
-- Clear terms of service
-- Maximum referrals per period
-- Reward clawback for refunds/chargebacks
-- Manual review for suspicious patterns
-
-**Structural:**
-- Require referred user to take meaningful action
-- Cap lifetime rewards
-- Pay rewards in product credit (less attractive to fraudsters)
-
----
-
-## Tools & Platforms
-
-### Referral Program Tools
-
-**Full-featured platforms:**
-- ReferralCandy — E-commerce focused
-- Ambassador — Enterprise referral programs
-- Friendbuy — E-commerce and subscription
-- GrowSurf — SaaS and tech companies
-- Viral Loops — Template-based campaigns
-
-**Built-in options:**
-- Stripe (basic referral tracking)
-- HubSpot (CRM-integrated)
-- Segment (tracking and analytics)
-
-### Affiliate Program Tools
-
-**Affiliate networks:**
-- ShareASale — Large merchant network
-- Impact — Enterprise partnerships
-- PartnerStack — SaaS focused
-- Tapfiliate — Simple SaaS affiliate tracking
-- FirstPromoter — SaaS affiliate management
-
-**Self-hosted:**
-- Rewardful — Stripe-integrated affiliates
-- Refersion — E-commerce affiliates
-
-### Choosing a Tool
-
-Consider:
-- Integration with your payment system
-- Fraud detection capabilities
-- Payout management
-- Reporting and analytics
-- Customization options
-- Price vs. program scale
-
----
-
-## Email Sequences for Referral Programs
-
-### Referral Program Launch
-
-**Email 1: Announcement**
-```
-Subject: You can now earn [reward] for sharing [Product]
-
-Body:
-We just launched our referral program!
-
-Share [Product] with friends and earn [reward] for each person who signs up. They get [their reward] too.
-
-[Unique referral link]
-
-Here's how it works:
-1. Share your link
-2. Friend signs up
-3. You both get [reward]
-
-[CTA: Share now]
-```
-
-### Referral Nurture Sequence
-
-**After signup (if they haven't referred):**
-- Day 7: Remind about referral program
-- Day 30: "Know anyone who'd benefit?"
-- Day 60: Success story + referral prompt
-- After milestone: "You just [achievement] — know others who'd want this?"
-
-### Re-engagement for Past Referrers
-
-```
-Subject: Your friends are loving [Product]
-
-Body:
-Remember when you referred [Name]? They've [achievement/milestone].
-
-Know anyone else who'd benefit? You'll earn [reward] for each friend who joins.
-
-[Referral link]
-```
+| Problem | Fix |
+|---------|-----|
+| Low awareness | Add prominent in-app prompts |
+| Low share rate | Simplify to one click |
+| Low conversion | Optimize referred user experience |
+| Fraud/abuse | Add verification, limits |
+| One-time referrers | Add tiered/gamified rewards |
 
 ---
 
 ## Measuring Success
 
-### Dashboard Metrics
+### Key Metrics
 
 **Program health:**
 - Active referrers (referred someone in last 30 days)
-- Total referrals (invites sent)
 - Referral conversion rate
 - Rewards earned/paid
 
@@ -531,15 +153,8 @@ Know anyone else who'd benefit? You'll earn [reward] for each friend who joins.
 - LTV of referred customers
 - Referral program ROI
 
-### Cohort Analysis
+### Typical Findings
 
-Track referred customers separately:
-- Do they convert faster?
-- Do they have higher LTV?
-- Do they refer others at higher rates?
-- Do they churn less?
-
-Typical findings:
 - Referred customers have 16-25% higher LTV
 - Referred customers have 18-37% lower churn
 - Referred customers refer others at 2-3x rate
@@ -549,47 +164,86 @@ Typical findings:
 ## Launch Checklist
 
 ### Before Launch
-
 - [ ] Define program goals and success metrics
 - [ ] Design incentive structure
 - [ ] Build or configure referral tool
 - [ ] Create referral landing page
-- [ ] Design email templates
 - [ ] Set up tracking and attribution
 - [ ] Define fraud prevention rules
 - [ ] Create terms and conditions
 - [ ] Test complete referral flow
-- [ ] Plan launch announcement
 
 ### Launch
-
-- [ ] Announce to existing customers (email)
+- [ ] Announce to existing customers
 - [ ] Add in-app referral prompts
 - [ ] Update website with program details
-- [ ] Brief support team on program
-- [ ] Monitor for fraud/issues
-- [ ] Track initial metrics
+- [ ] Brief support team
 
 ### Post-Launch (First 30 Days)
-
 - [ ] Review conversion funnel
 - [ ] Identify top referrers
-- [ ] Gather feedback on program
-- [ ] Fix any friction points
-- [ ] Plan first optimizations
+- [ ] Gather feedback
+- [ ] Fix friction points
 - [ ] Send reminder emails to non-referrers
 
 ---
 
-## Questions to Ask
+## Email Sequences
 
-If you need more context:
-1. What type of program are you building (referral, affiliate, or both)?
+### Referral Program Launch
+
+```
+Subject: You can now earn [reward] for sharing [Product]
+
+We just launched our referral program!
+
+Share [Product] with friends and earn [reward] for each signup.
+They get [their reward] too.
+
+[Unique referral link]
+
+1. Share your link
+2. Friend signs up
+3. You both get [reward]
+```
+
+### Referral Nurture Sequence
+
+- Day 7: Remind about referral program
+- Day 30: "Know anyone who'd benefit?"
+- Day 60: Success story + referral prompt
+- After milestone: "You achieved [X]—know others who'd want this?"
+
+---
+
+## Affiliate Programs
+
+**For detailed affiliate program design, commission structures, recruitment, and tools**: See [references/affiliate-programs.md](references/affiliate-programs.md)
+
+---
+
+## Task-Specific Questions
+
+1. What type of program (referral, affiliate, or both)?
 2. What's your customer LTV and current CAC?
-3. Do you have an existing program, or starting from scratch?
-4. What tools/platforms are you using or considering?
+3. Existing program or starting from scratch?
+4. What tools/platforms are you considering?
 5. What's your budget for rewards/commissions?
-6. Is your product naturally shareable (involves others, visible results)?
+6. Is your product naturally shareable?
+
+---
+
+## Tool Integrations
+
+For implementation, see the [tools registry](../../tools/REGISTRY.md). Key tools for referral programs:
+
+| Tool | Best For | Guide |
+|------|----------|-------|
+| **Rewardful** | Stripe-native affiliate programs | [rewardful.md](../../tools/integrations/rewardful.md) |
+| **Tolt** | SaaS affiliate programs | [tolt.md](../../tools/integrations/tolt.md) |
+| **Mention Me** | Enterprise referral programs | [mention-me.md](../../tools/integrations/mention-me.md) |
+| **Dub.co** | Link tracking and attribution | [dub-co.md](../../tools/integrations/dub-co.md) |
+| **Stripe** | Payment processing (for commission tracking) | [stripe.md](../../tools/integrations/stripe.md) |
 
 ---
 
@@ -599,4 +253,3 @@ If you need more context:
 - **email-sequence**: For referral nurture campaigns
 - **marketing-psychology**: For understanding referral motivation
 - **analytics-tracking**: For tracking referral attribution
-- **pricing-strategy**: For structuring rewards relative to LTV

skills/referral-program/references/affiliate-programs.md

@@ -0,0 +1,164 @@
+# Affiliate Program Design
+
+Detailed guidance for building and managing affiliate programs.
+
+## Contents
+- Commission Structures
+- Cookie Duration
+- Affiliate Recruitment
+- Affiliate Enablement
+- Tools & Platforms (Referral Program Tools, Affiliate Program Tools, Choosing a Tool)
+- Fraud Prevention (Common Referral Fraud, Prevention Measures)
+
+## Commission Structures
+
+**Percentage of sale:**
+- Standard: 10-30% of first sale or first year
+- Works for: E-commerce, SaaS with clear pricing
+- Example: "Earn 25% of every sale you refer"
+
+**Flat fee per action:**
+- Standard: $5-500 depending on value
+- Works for: Lead gen, trials, freemium
+- Example: "$50 for every qualified demo"
+
+**Recurring commission:**
+- Standard: 10-25% of recurring revenue
+- Works for: Subscription products
+- Example: "20% of subscription for 12 months"
+
+**Tiered commission:**
+- Works for: Motivating high performers
+- Example: "20% for 1-10 sales, 25% for 11-25, 30% for 26+"
+
+---
+
+## Cookie Duration
+
+How long after click does affiliate get credit?
+
+| Duration | Use Case |
+|----------|----------|
+| 24 hours | High-volume, low-consideration purchases |
+| 7-14 days | Standard e-commerce |
+| 30 days | Standard SaaS/B2B |
+| 60-90 days | Long sales cycles, enterprise |
+| Lifetime | Premium affiliate relationships |
+
+---
+
+## Affiliate Recruitment
+
+### Where to find affiliates:
+- Existing customers who create content
+- Industry bloggers and reviewers
+- YouTubers in your niche
+- Newsletter writers
+- Complementary tool companies
+- Consultants and agencies
+
+### Outreach template:
+```
+Subject: Partnership opportunity — [Your Product]
+
+Hi [Name],
+
+I've been following your content on [topic] — particularly [specific piece] — and think there could be a great fit for a partnership.
+
+[Your Product] helps [audience] [achieve outcome], and I think your audience would find it valuable.
+
+We offer [commission structure] for partners, plus [additional benefits: early access, co-marketing, etc.].
+
+Would you be open to learning more?
+
+[Your name]
+```
+
+---
+
+## Affiliate Enablement
+
+Provide affiliates with:
+- [ ] Unique tracking links/codes
+- [ ] Product overview and key benefits
+- [ ] Target audience description
+- [ ] Comparison to competitors
+- [ ] Creative assets (logos, banners, images)
+- [ ] Sample copy and talking points
+- [ ] Case studies and testimonials
+- [ ] Demo access or free account
+- [ ] FAQ and objection handling
+- [ ] Payment terms and schedule
+
+---
+
+## Tools & Platforms
+
+### Referral Program Tools
+
+**Full-featured platforms:**
+- ReferralCandy — E-commerce focused
+- Ambassador — Enterprise referral programs
+- Friendbuy — E-commerce and subscription
+- GrowSurf — SaaS and tech companies
+- Mention Me — AI-powered referral marketing
+- Viral Loops — Template-based campaigns
+
+**Built-in options:**
+- Stripe (basic referral tracking)
+- HubSpot (CRM-integrated)
+- Segment (tracking and analytics)
+
+### Affiliate Program Tools
+
+**Affiliate networks:**
+- ShareASale — Large merchant network
+- Impact — Enterprise partnerships
+- PartnerStack — SaaS focused
+- Tapfiliate — Simple SaaS affiliate tracking
+- FirstPromoter — SaaS affiliate management
+
+**Self-hosted:**
+- Rewardful — Stripe-integrated affiliates
+- Refersion — E-commerce affiliates
+
+### Choosing a Tool
+
+Consider:
+- Integration with your payment system
+- Fraud detection capabilities
+- Payout management
+- Reporting and analytics
+- Customization options
+- Price vs. program scale
+
+---
+
+## Fraud Prevention
+
+### Common Referral Fraud
+- Self-referrals (creating fake accounts)
+- Referral rings (groups referring each other)
+- Coupon sites posting referral codes
+- Fake email addresses
+- VPN/device spoofing
+
+### Prevention Measures
+
+**Technical:**
+- Email verification required
+- Device fingerprinting
+- IP address monitoring
+- Delayed reward payout (after activation)
+- Minimum activity threshold
+
+**Policy:**
+- Clear terms of service
+- Maximum referrals per period
+- Reward clawback for refunds/chargebacks
+- Manual review for suspicious patterns
+
+**Structural:**
+- Require referred user to take meaningful action
+- Cap lifetime rewards
+- Pay rewards in product credit (less attractive to fraudsters)

skills/referral-program/references/program-examples.md

@@ -0,0 +1,143 @@
+# Referral Program Examples
+
+Real-world examples of successful referral programs.
+
+## Contents
+- Dropbox (Classic)
+- Uber/Lyft
+- Morning Brew
+- Notion
+- Incentive Types Comparison
+- Incentive Sizing Framework
+- Viral Coefficient & Metrics (Key Metrics, Calculating Referral Program ROI)
+
+## Dropbox (Classic)
+
+**Program:** Give 500MB storage, get 500MB storage
+
+**Why it worked:**
+- Reward directly tied to product value
+- Low friction (just an email)
+- Both parties benefit equally
+- Gamified with progress tracking
+
+---
+
+## Uber/Lyft
+
+**Program:** Give $10 ride credit, get $10 when they ride
+
+**Why it worked:**
+- Immediate, clear value
+- Double-sided incentive
+- Easy to share (code/link)
+- Triggered at natural moments
+
+---
+
+## Morning Brew
+
+**Program:** Tiered rewards for subscriber referrals
+- 3 referrals: Newsletter stickers
+- 5 referrals: T-shirt
+- 10 referrals: Mug
+- 25 referrals: Hoodie
+
+**Why it worked:**
+- Gamification drives ongoing engagement
+- Physical rewards are shareable (more referrals)
+- Low cost relative to subscriber value
+- Built status/identity
+
+---
+
+## Notion
+
+**Program:** $10 credit per referral (education)
+
+**Why it worked:**
+- Targeted high-sharing audience (students)
+- Product naturally spreads in teams
+- Credit keeps users engaged
+
+---
+
+## Incentive Types Comparison
+
+| Type | Pros | Cons | Best For |
+|------|------|------|----------|
+| Cash/credit | Universally valued | Feels transactional | Marketplaces, fintech |
+| Product credit | Drives usage | Only valuable if they'll use it | SaaS, subscriptions |
+| Free months | Clear value | May attract freebie-seekers | Subscription products |
+| Feature unlock | Low cost to you | Only works for gated features | Freemium products |
+| Swag/gifts | Memorable, shareable | Logistics complexity | Brand-focused companies |
+| Charity donation | Feel-good | Lower personal motivation | Mission-driven brands |
+
+---
+
+## Incentive Sizing Framework
+
+**Calculate your maximum incentive:**
+```
+Max Referral Reward = (Customer LTV × Gross Margin) - Target CAC
+```
+
+**Example:**
+- LTV: $1,200
+- Gross margin: 70%
+- Target CAC: $200
+- Max reward: ($1,200 × 0.70) - $200 = $640
+
+**Typical referral rewards:**
+- B2C: $10-50 or 10-25% of first purchase
+- B2B SaaS: $50-500 or 1-3 months free
+- Enterprise: Higher, often custom
+
+---
+
+## Viral Coefficient & Metrics
+
+### Key Metrics
+
+**Viral coefficient (K-factor):**
+```
+K = Invitations × Conversion Rate
+
+K > 1 = Viral growth (each user brings more than 1 new user)
+K < 1 = Amplified growth (referrals supplement other acquisition)
+```
+
+**Example:**
+- Average customer sends 3 invitations
+- 15% of invitations convert
+- K = 3 × 0.15 = 0.45
+
+**Referral rate:**
+```
+Referral Rate = (Customers who refer) / (Total customers)
+```
+
+Benchmarks:
+- Good: 10-25% of customers refer
+- Great: 25-50%
+- Exceptional: 50%+
+
+**Referrals per referrer:**
+
+Benchmarks:
+- Average: 1-2 referrals per referrer
+- Good: 2-5
+- Exceptional: 5+
+
+### Calculating Referral Program ROI
+
+```
+Referral Program ROI = (Revenue from referred customers - Program costs) / Program costs
+
+Program costs = Rewards paid + Tool costs + Management time
+```
+
+**Track separately:**
+- Cost per referred customer (CAC via referral)
+- LTV of referred customers (often higher than average)
+- Payback period for referral rewards

skills/revops/SKILL.md

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+---
+name: revops
+description: "When the user wants help with revenue operations, lead lifecycle management, or marketing-to-sales handoff processes. Also use when the user mentions 'RevOps,' 'revenue operations,' 'lead scoring,' 'lead routing,' 'MQL,' 'SQL,' 'pipeline stages,' 'deal desk,' 'CRM automation,' 'marketing-to-sales handoff,' 'data hygiene,' 'leads aren't getting to sales,' 'pipeline management,' 'lead qualification,' or 'when should marketing hand off to sales.' Use this for anything involving the systems and processes that connect marketing to revenue. For cold outreach emails, see cold-email. For email drip campaigns, see email-sequence. For pricing decisions, see pricing-strategy."
+metadata:
+  version: 1.1.0
+---
+
+# RevOps
+
+You are an expert in revenue operations. Your goal is to help design and optimize the systems that connect marketing, sales, and customer success into a unified revenue engine.
+
+## Before Starting
+
+**Check for product marketing context first:**
+If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
+Gather this context (ask if not provided):
+
+1. **GTM motion** — Product-led (PLG), sales-led, or hybrid?
+2. **ACV range** — What's the average contract value?
+3. **Sales cycle length** — Days from first touch to closed-won?
+4. **Current stack** — CRM, marketing automation, scheduling, enrichment tools?
+5. **Current state** — How are leads managed today? What's working and what's not?
+6. **Goals** — Increase conversion? Reduce speed-to-lead? Fix handoff leaks? Build from scratch?
+
+Work with whatever the user gives you. If they have a clear problem area, start there. Don't block on missing inputs — use what you have and note what would strengthen the solution.
+
+---
+
+## Core Principles
+
+### Single Source of Truth
+One system of record for every lead and account. If data lives in multiple places, it will conflict. Pick a CRM as the canonical source and sync everything to it.
+
+### Define Before Automate
+Get stage definitions, scoring criteria, and routing rules right on paper before building workflows. Automating a broken process just creates broken results faster.
+
+### Measure Every Handoff
+Every handoff between teams is a potential leak. Marketing-to-sales, SDR-to-AE, AE-to-CS — each needs an SLA, a tracking mechanism, and someone accountable for follow-through.
+
+### Revenue Team Alignment
+Marketing, sales, and customer success must agree on definitions. If marketing calls something an MQL but sales won't work it, the definition is wrong. Alignment meetings aren't optional.
+
+---
+
+## Lead Lifecycle Framework
+
+### Stage Definitions
+
+| Stage | Entry Criteria | Exit Criteria | Owner |
+|-------|---------------|---------------|-------|
+| **Subscriber** | Opts in to content (blog, newsletter) | Provides company info or shows engagement | Marketing |
+| **Lead** | Identified contact with basic info | Meets minimum fit criteria | Marketing |
+| **MQL** | Passes fit + engagement threshold | Sales accepts or rejects within SLA | Marketing |
+| **SQL** | Sales accepts and qualifies via conversation | Opportunity created or recycled | Sales (SDR/AE) |
+| **Opportunity** | Budget, authority, need, timeline confirmed | Closed-won or closed-lost | Sales (AE) |
+| **Customer** | Closed-won deal | Expands, renews, or churns | CS / Account Mgmt |
+| **Evangelist** | High NPS, referral activity, case study | Ongoing program participation | CS / Marketing |
+
+### MQL Definition
+
+An MQL requires both **fit** and **engagement**:
+
+- **Fit score** — Does this person match your ICP? (company size, industry, role, tech stack)
+- **Engagement score** — Have they shown buying intent? (pricing page, demo request, multiple visits)
+
+Neither alone is sufficient. A perfect-fit company that never engages isn't an MQL. A student downloading every ebook isn't an MQL.
+
+### MQL-to-SQL Handoff SLA
+
+Define response times and document them:
+- MQL alert sent to assigned rep
+- Rep contacts within **4 hours** (business hours)
+- Rep qualifies or rejects within **48 hours**
+- Rejected MQLs go to recycling nurture with reason code
+
+**For complete lifecycle stage templates and SLA examples**: See [references/lifecycle-definitions.md](references/lifecycle-definitions.md)
+
+---
+
+## Lead Scoring
+
+### Scoring Dimensions
+
+**Explicit scoring (fit)** — Who they are:
+- Company size, industry, revenue
+- Job title, seniority, department
+- Tech stack, geography
+
+**Implicit scoring (engagement)** — What they do:
+- Page visits (especially pricing, demo, case studies)
+- Content downloads, webinar attendance
+- Email engagement (opens, clicks)
+- Product usage (for PLG)
+
+**Negative scoring** — Disqualifying signals:
+- Competitor email domains
+- Student/personal email
+- Unsubscribes, spam complaints
+- Job title mismatches (intern, student)
+
+### Building a Scoring Model
+
+1. Define your ICP attributes and weight them
+2. Identify high-intent behavioral signals from closed-won data
+3. Set point values for each attribute and behavior
+4. Set MQL threshold (typically 50-80 points on a 100-point scale)
+5. Test against historical data — does the model correctly identify past wins?
+6. Launch, measure, and recalibrate quarterly
+
+### Common Scoring Mistakes
+
+- Weighting content downloads too heavily (research ≠ buying intent)
+- Not including negative scoring (lets bad leads through)
+- Setting and forgetting (buyer behavior changes; recalibrate quarterly)
+- Scoring all page visits equally (pricing page ≠ blog post)
+
+**For detailed scoring templates and example models**: See [references/scoring-models.md](references/scoring-models.md)
+
+---
+
+## Lead Routing
+
+### Routing Methods
+
+| Method | How It Works | Best For |
+|--------|-------------|----------|
+| **Round-robin** | Distribute evenly across reps | Equal territories, similar deal sizes |
+| **Territory-based** | Assign by geography, vertical, or segment | Regional teams, industry specialists |
+| **Account-based** | Named accounts go to named reps | ABM motions, strategic accounts |
+| **Skill-based** | Route by deal complexity, product line, or language | Diverse product lines, global teams |
+
+### Routing Rules Essentials
+
+- Route to the **most specific match** first, then fall back to general
+- Always include a **fallback owner** — no lead should go unassigned
+- Round-robin should account for **rep capacity and availability** (PTO, quota attainment)
+- Log every routing decision for audit and optimization
+
+### Speed-to-Lead
+
+Response time is the single biggest factor in lead conversion:
+- Contact within **5 minutes** = 21x more likely to qualify (Lead Connect)
+- After **30 minutes**, conversion drops by 10x
+- After **24 hours**, the lead is effectively cold
+
+Build routing rules that prioritize speed. Alert reps immediately. Escalate if SLA is missed.
+
+**For routing decision trees and platform-specific setup**: See [references/routing-rules.md](references/routing-rules.md)
+
+---
+
+## Pipeline Stage Management
+
+### Pipeline Stages
+
+| Stage | Required Fields | Exit Criteria |
+|-------|----------------|---------------|
+| **Qualified** | Contact info, company, source, fit score | Discovery call scheduled |
+| **Discovery** | Pain points, current solution, timeline | Needs confirmed, demo scheduled |
+| **Demo/Evaluation** | Technical requirements, decision makers | Positive evaluation, proposal requested |
+| **Proposal** | Pricing, terms, stakeholder map | Proposal delivered and reviewed |
+| **Negotiation** | Redlines, approval chain, close date | Terms agreed, contract sent |
+| **Closed Won** | Signed contract, payment terms | Handoff to CS complete |
+| **Closed Lost** | Loss reason, competitor (if any) | Post-mortem logged |
+
+### Stage Hygiene
+
+- **Required fields per stage** — Don't let reps advance a deal without filling in required data
+- **Stale deal alerts** — Flag deals that sit in a stage beyond the average time (e.g., 2x average days)
+- **Stage skip detection** — Alert when deals jump stages (Qualified → Proposal skipping Discovery)
+- **Close date discipline** — Push dates must include a reason; no silent pushes
+
+### Pipeline Metrics
+
+| Metric | What It Tells You |
+|--------|-------------------|
+| Stage conversion rates | Where deals die |
+| Average time in stage | Where deals stall |
+| Pipeline velocity | Revenue per day through the funnel |
+| Coverage ratio | Pipeline value vs. quota (target 3-4x) |
+| Win rate by source | Which channels produce real revenue |
+
+---
+
+## CRM Automation Workflows
+
+### Essential Automations
+
+- **Lifecycle stage updates** — Auto-advance stages when criteria are met
+- **Task creation on handoff** — Create follow-up task when MQL assigned to rep
+- **SLA alerts** — Notify manager if rep misses response time SLA
+- **Deal stage triggers** — Auto-send proposals, update forecasts, notify CS on close
+
+### Marketing-to-Sales Automations
+
+- **MQL alert** — Instant notification to assigned rep with lead context
+- **Meeting booked** — Notify AE when prospect books via scheduling tool
+- **Lead activity digest** — Daily summary of high-intent actions by active leads
+- **Re-engagement trigger** — Alert sales when a dormant lead returns to site
+
+### Calendar Scheduling Integration
+
+- **Round-robin scheduling** — Distribute meetings evenly across team
+- **Routing by criteria** — Send enterprise leads to senior AEs, SMB to junior reps
+- **Pre-meeting enrichment** — Auto-populate CRM record before the call
+- **No-show workflows** — Auto-follow-up if prospect misses meeting
+
+**For platform-specific workflow recipes**: See [references/automation-playbooks.md](references/automation-playbooks.md)
+
+---
+
+## Deal Desk Processes
+
+### When You Need a Deal Desk
+
+- ACV above **$25K** (or your threshold for non-standard deals)
+- Non-standard payment terms (net-90, quarterly billing)
+- Multi-year contracts with custom pricing
+- Volume discounts beyond published tiers
+- Custom legal terms or SLAs
+
+### Approval Workflow Tiers
+
+| Deal Size | Approval Required |
+|-----------|-------------------|
+| Standard pricing | Auto-approved |
+| 10-20% discount | Sales manager |
+| 20-40% discount | VP Sales |
+| 40%+ discount or custom terms | Deal desk review |
+| Multi-year / enterprise | Finance + Legal |
+
+### Non-Standard Terms Handling
+
+Document every exception. Track which non-standard terms get requested most — if everyone asks for the same exception, it should become standard. Review quarterly.
+
+---
+
+## Data Hygiene & Enrichment
+
+### Dedup Strategy
+
+- **Matching rules** — Email domain + company name + phone as primary match keys
+- **Merge priority** — CRM record wins over marketing automation; most recent activity wins for fields
+- **Scheduled dedup** — Run weekly automated dedup with manual review for edge cases
+
+### Required Fields Enforcement
+
+- Enforce required fields at each lifecycle stage
+- Block stage advancement if fields are empty
+- Use progressive profiling — don't require everything upfront
+
+### Enrichment Tools
+
+| Tool | Strength |
+|------|----------|
+| Clearbit | Real-time enrichment, good for tech companies |
+| Apollo | Contact data + sequences, strong for prospecting |
+| ZoomInfo | Enterprise-grade, largest B2B database |
+
+### Quarterly Audit Checklist
+
+- Review and merge duplicates
+- Validate email deliverability on stale contacts
+- Archive contacts with no activity in 12+ months
+- Audit lifecycle stage distribution (look for bottlenecks)
+- Verify enrichment data accuracy on a sample set
+
+---
+
+## RevOps Metrics Dashboard
+
+### Key Metrics
+
+| Metric | Formula / Definition | Benchmark |
+|--------|---------------------|-----------|
+| Lead-to-MQL rate | MQLs / Total leads | 5-15% |
+| MQL-to-SQL rate | SQLs / MQLs | 30-50% |
+| SQL-to-Opportunity | Opportunities / SQLs | 50-70% |
+| Pipeline velocity | (# deals x avg deal size x win rate) / avg sales cycle | Varies by ACV |
+| CAC | Total sales + marketing spend / new customers | LTV:CAC > 3:1 |
+| LTV:CAC ratio | Customer lifetime value / CAC | 3:1 to 5:1 healthy |
+| Speed-to-lead | Time from form fill to first rep contact | < 5 minutes ideal |
+| Win rate | Closed-won / total opportunities | 20-30% (varies) |
+
+### Dashboard Structure
+
+Build three views:
+1. **Marketing view** — Lead volume, MQL rate, source attribution, cost per MQL
+2. **Sales view** — Pipeline value, stage conversion, velocity, forecast accuracy
+3. **Executive view** — CAC, LTV:CAC, revenue vs. target, pipeline coverage
+
+---
+
+## Output Format
+
+When delivering RevOps recommendations, provide:
+
+1. **Lifecycle stage document** — Stage definitions with entry/exit criteria, owners, and SLAs
+2. **Scoring specification** — Fit and engagement attributes with point values and MQL threshold
+3. **Routing rules document** — Decision tree with assignment logic and fallbacks
+4. **Pipeline configuration** — Stage definitions, required fields, and automation triggers
+5. **Metrics dashboard spec** — Key metrics, data sources, and target benchmarks
+
+Format each as a standalone document the user can implement directly. Include platform-specific guidance when the CRM is known.
+
+---
+
+## Task-Specific Questions
+
+1. What CRM platform are you using (or planning to use)?
+2. How many leads per month do you generate?
+3. What's your current MQL definition?
+4. Where do leads get stuck in your funnel?
+5. Do you have SLAs between marketing and sales today?
+
+---
+
+## Tool Integrations
+
+For implementation, see the [tools registry](../../tools/REGISTRY.md). Key RevOps tools:
+
+| Tool | What It Does | Guide |
+|------|-------------|-------|
+| **HubSpot** | CRM, marketing automation, lead scoring, workflows | [hubspot.md](../../tools/integrations/hubspot.md) |
+| **Salesforce** | Enterprise CRM, pipeline management, reporting | [salesforce.md](../../tools/integrations/salesforce.md) |
+| **Calendly** | Meeting scheduling, round-robin routing | [calendly.md](../../tools/integrations/calendly.md) |
+| **SavvyCal** | Scheduling with priority-based availability | [savvycal.md](../../tools/integrations/savvycal.md) |
+| **Clearbit** | Real-time lead enrichment and scoring | [clearbit.md](../../tools/integrations/clearbit.md) |
+| **Apollo** | Contact data, enrichment, and outbound sequences | [apollo.md](../../tools/integrations/apollo.md) |
+| **ActiveCampaign** | Marketing automation for SMBs, lead scoring | [activecampaign.md](../../tools/integrations/activecampaign.md) |
+| **Zapier** | Cross-tool automation and workflow glue | [zapier.md](../../tools/integrations/zapier.md) |
+
+---
+
+## Related Skills
+
+- **cold-email**: For outbound prospecting emails
+- **email-sequence**: For lifecycle and nurture email flows
+- **pricing-strategy**: For pricing decisions and packaging
+- **analytics-tracking**: For tracking pipeline metrics and attribution
+- **launch-strategy**: For go-to-market launch planning
+- **sales-enablement**: For sales collateral, decks, and objection handling

skills/revops/references/automation-playbooks.md

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+# Automation Playbooks
+
+Platform-specific workflow recipes for HubSpot, Salesforce, scheduling tools, and cross-tool automation.
+
+## HubSpot Workflow Recipes
+
+### 1. MQL Alert and Assignment
+
+**Name:** MQL Notification and Task Creation
+**Trigger:** Contact property "Lifecycle Stage" is changed to "Marketing Qualified Lead"
+**Actions:**
+1. Rotate contact owner among sales team (round-robin)
+2. Send internal email notification to contact owner with lead context
+3. Create task: "Follow up with [Contact Name]" — due in 4 hours
+4. Send Slack notification to #sales-alerts channel
+5. Enroll in "MQL Follow-Up" sequence (if using HubSpot Sequences)
+**Outcome:** Every MQL gets assigned instantly with a clear SLA
+**Notes:** Set enrollment criteria to exclude leads already owned by a rep
+
+---
+
+### 2. MQL SLA Escalation
+
+**Name:** MQL SLA Breach Alert
+**Trigger:** Contact property "Lifecycle Stage" equals "MQL" AND "Days since last contacted" is greater than 0.5 (12 hours)
+**Actions:**
+1. Send internal email to contact owner: "SLA warning: [Contact Name] has not been contacted"
+2. If still no activity after 24 hours → send alert to sales manager
+3. If still no activity after 48 hours → reassign contact owner via rotation
+4. Create task for new owner: "Urgent: Contact [Contact Name] — reassigned due to SLA breach"
+**Outcome:** No MQL goes unworked for more than 48 hours
+**Notes:** Exclude contacts where last activity type is "Call" or "Meeting" (already engaged)
+
+---
+
+### 3. Lead Scoring Update and MQL Promotion
+
+**Name:** Auto-MQL on Score Threshold
+**Trigger:** Contact property "HubSpot Score" is greater than or equal to 65
+**Actions:**
+1. Set lifecycle stage to "Marketing Qualified Lead"
+2. Set "MQL Date" to current date
+3. Suppress from marketing nurture workflows
+4. Trigger MQL Alert workflow (recipe #1)
+**Outcome:** Leads automatically promote to MQL when they hit the scoring threshold
+**Notes:** Add suppression list for existing customers and competitors
+
+---
+
+### 4. Meeting Booked Notification
+
+**Name:** Meeting Booked Alert to AE
+**Trigger:** Meeting activity is logged for contact (via Calendly/HubSpot meetings)
+**Actions:**
+1. Send internal email to contact owner with meeting details
+2. Update contact property "Last Meeting Booked" to current date
+3. If lifecycle stage is "Lead" → update to "MQL"
+4. Create task: "Prepare for meeting with [Contact Name]" — due 1 hour before meeting
+5. Send Slack notification to #meetings channel
+**Outcome:** AEs are prepared for every meeting with full context
+**Notes:** Include recent page views and content downloads in notification email
+
+---
+
+### 5. Closed-Won Handoff to CS
+
+**Name:** Customer Onboarding Trigger
+**Trigger:** Deal stage is changed to "Closed Won"
+**Actions:**
+1. Update associated contact lifecycle stage to "Customer"
+2. Set "Customer Since" date to current date
+3. Assign contact owner to CS team member (based on segment/territory)
+4. Create task for CS: "Schedule kickoff call with [Company Name]" — due in 2 business days
+5. Enroll contact in "Customer Onboarding" email sequence
+6. Send internal notification to CS manager
+7. Remove from all sales sequences
+**Outcome:** Seamless handoff from sales to customer success
+**Notes:** Include deal notes, contract value, and key stakeholders in CS notification
+
+---
+
+### 6. Stale Deal Alert
+
+**Name:** Pipeline Hygiene — Stale Deal Detection
+**Trigger:** Deal property "Days in current stage" is greater than [2x average for that stage]
+**Actions:**
+1. Send internal email to deal owner: "Deal stale alert: [Deal Name] has been in [Stage] for [X] days"
+2. Create task: "Update or close [Deal Name]" — due in 3 business days
+3. If no update after 7 days → alert sales manager
+4. Add to "Stale Deals" dashboard list
+**Outcome:** Pipeline stays clean and forecast stays accurate
+**Notes:** Customize thresholds per stage (Discovery: 14 days, Proposal: 10 days, Negotiation: 21 days)
+
+---
+
+### 7. Recycled Lead Nurture Re-Entry
+
+**Name:** MQL Recycling to Nurture
+**Trigger:** Contact property "Sales Rejection Reason" is known (any value)
+**Actions:**
+1. Update lifecycle stage to "Recycled"
+2. Reset engagement score to baseline (keep fit score)
+3. Enroll in "Recycled Lead Nurture" sequence (lower frequency)
+4. Set "Recycle Date" to current date
+5. Set re-enrollment trigger: if HubSpot Score exceeds threshold again, re-trigger MQL workflow
+**Outcome:** Rejected leads get a second chance without clogging the pipeline
+**Notes:** Track recycled-to-MQL conversion rate as a separate metric
+
+---
+
+### 8. Lead Activity Digest
+
+**Name:** Daily Lead Activity Summary
+**Trigger:** Scheduled — daily at 8:00 AM local time
+**Actions:**
+1. Filter contacts: lifecycle stage is "SQL" or "Opportunity" AND had website activity in last 24 hours
+2. Send digest email to each contact owner with their leads' activity
+3. Include: pages visited, content downloaded, emails opened/clicked
+**Outcome:** Sales reps start each day knowing which leads are active
+**Notes:** Only include leads with meaningful activity (exclude single homepage visits)
+
+---
+
+## Salesforce Flow Equivalents
+
+### 1. MQL Alert and Assignment (Salesforce Flow)
+
+**Type:** Record-Triggered Flow
+**Object:** Lead
+**Trigger:** Lead field "Status" is changed to "MQL"
+**Flow steps:**
+1. Get Records: Query "Rep Assignment" custom object for next available rep
+2. Update Records: Set Lead Owner to assigned rep
+3. Create Records: Create Task — "Contact MQL: {Lead.Name}" with due date = NOW + 4 hours
+4. Action: Send email alert to new lead owner
+5. Update Records: Update "Rep Assignment" last-assigned timestamp
+**Notes:** Use a custom "Rep Assignment" object to manage round-robin state
+
+### 2. SLA Escalation (Salesforce Flow)
+
+**Type:** Scheduled-Triggered Flow
+**Schedule:** Every 4 hours during business hours
+**Flow steps:**
+1. Get Records: Leads where Status = "MQL" AND LastActivityDate < TODAY - 1
+2. Decision: Is lead older than 48 hours with no activity?
+   - YES → Reassign to next rep, create urgent task, alert manager
+   - NO → Send reminder email to current owner
+**Notes:** Pair with Process Builder for real-time alerts on initial assignment
+
+### 3. Pipeline Stage Automation (Salesforce Flow)
+
+**Type:** Record-Triggered Flow
+**Object:** Opportunity
+**Trigger:** Stage field is updated
+**Flow steps:**
+1. Decision: Which stage was it changed to?
+2. For each stage:
+   - **Discovery:** Create task "Complete discovery questionnaire"
+   - **Demo:** Create task "Prepare demo environment"
+   - **Proposal:** Create task "Send proposal" + alert deal desk if ACV > $25K
+   - **Closed Won:** Trigger CS handoff (create Case, assign CS owner, send welcome email)
+   - **Closed Lost:** Create task "Log loss reason" + add to win/loss analysis report
+
+### 4. Stale Deal Detection (Salesforce Flow)
+
+**Type:** Scheduled-Triggered Flow
+**Schedule:** Daily at 7:00 AM
+**Flow steps:**
+1. Get Records: Open Opportunities where Days_In_Stage > Stage_SLA_Threshold
+2. Loop through results:
+   - Create Task: "Update stale deal: {Opportunity.Name}"
+   - Send email to Opportunity Owner
+   - If Days_In_Stage > 2x threshold → send email to Owner's Manager
+3. Update custom field "Stale Flag" = true for dashboard visibility
+
+---
+
+## Calendly / SavvyCal Integration Patterns
+
+### Round-Robin Meeting Scheduling
+
+**Calendly setup:**
+1. Create a team event type with all eligible reps
+2. Distribution: "Optimize for equal distribution"
+3. Availability: Each rep manages their own calendar
+4. Buffer: 15 min before and after meetings
+5. Minimum notice: 4 hours (avoid last-minute bookings)
+
+**CRM integration:**
+1. Calendly webhook fires on booking
+2. Match invitee email to CRM contact
+3. If contact exists → assign meeting to contact owner (override round-robin if owned)
+4. If new contact → create lead, assign via routing rules, log meeting
+5. Set lifecycle stage to MQL (meeting = high intent)
+
+### SavvyCal Setup
+
+**Advantages over Calendly:**
+- Priority-based scheduling (prefer certain time slots)
+- Overlay calendars (show team availability in one view)
+- Personalized booking links per rep
+
+**Integration pattern:**
+1. Create team scheduling link with priority rules
+2. Webhook on booking → Zapier/Make → CRM
+3. Match or create contact, assign owner, create task
+4. Send confirmation with meeting prep materials
+
+### Meeting Routing by Criteria
+
+```
+Booking form submitted
+├─ Company size > 500? (form field)
+│  ├─ YES → Route to enterprise AE calendar
+│  └─ NO ↓
+├─ Existing customer? (CRM lookup)
+│  ├─ YES → Route to account owner's calendar
+│  └─ NO ↓
+└─ Round-robin across SDR team
+```
+
+### No-Show Workflow
+
+**Trigger:** Meeting time passes + no meeting notes logged within 30 minutes
+**Actions:**
+1. Wait 30 minutes after scheduled meeting time
+2. Check: Was a call or meeting logged?
+   - YES → No action
+   - NO → Send "Sorry we missed you" email to prospect
+3. Create task: "Reschedule with [Contact Name]" — due next business day
+4. If second no-show → flag contact and alert manager
+
+---
+
+## Zapier Cross-Tool Patterns
+
+### 1. New Lead → CRM + Slack + Task
+
+**Trigger:** New form submission (Typeform, HubSpot, Webflow)
+**Actions:**
+1. Create/update contact in CRM
+2. Enrich with Clearbit (if available)
+3. Post to Slack #new-leads with enriched data
+4. Create task in project management tool (Asana, Linear)
+
+### 2. Meeting Booked → CRM + Prep Email
+
+**Trigger:** New Calendly/SavvyCal booking
+**Actions:**
+1. Find or create CRM contact
+2. Update lifecycle stage to MQL
+3. Send prep email to assigned rep (include CRM link, LinkedIn profile, recent activity)
+4. Create pre-meeting task
+
+### 3. Deal Closed → Onboarding Stack
+
+**Trigger:** CRM deal stage changed to "Closed Won"
+**Actions:**
+1. Create customer record in CS tool (Vitally, Gainsight, ChurnZero)
+2. Add to onboarding project template
+3. Send welcome email via email tool
+4. Create Slack channel: #customer-[company-name]
+5. Notify CS team in Slack
+
+### 4. Lead Scoring → Cross-Tool Sync
+
+**Trigger:** CRM lead score crosses MQL threshold
+**Actions:**
+1. Update marketing automation platform status
+2. Add to retargeting audience (Facebook, Google Ads)
+3. Trigger SDR outreach sequence
+4. Log event in analytics (Mixpanel, Amplitude)
+
+### 5. SLA Breach → Multi-Channel Alert
+
+**Trigger:** CRM task overdue (MQL follow-up task)
+**Actions:**
+1. Send Slack DM to rep
+2. Send email to rep
+3. If 2+ hours overdue → Slack DM to manager
+4. If 4+ hours overdue → reassign in CRM (via webhook back to CRM)
+
+### 6. Weekly Pipeline Digest
+
+**Trigger:** Schedule — every Monday at 8:00 AM
+**Actions:**
+1. Query CRM for pipeline summary (total value, new deals, stale deals, expected closes)
+2. Format as summary
+3. Post to Slack #sales-team
+4. Send email digest to sales leadership

skills/revops/references/lifecycle-definitions.md

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+# Lifecycle Stage Definitions
+
+Complete templates for lead lifecycle stages, MQL criteria by business type, SLAs, and rejection/recycling workflows.
+
+## Stage Templates
+
+### Subscriber
+
+**Entry criteria:**
+- Opted in to blog, newsletter, or content updates
+- No company information required
+
+**Exit criteria:**
+- Provides company information via form or enrichment
+- Visits 3+ pages in a session
+- Downloads gated content
+
+**Owner:** Marketing (automated)
+
+**Actions on entry:**
+- Add to newsletter nurture
+- Begin tracking engagement score
+
+---
+
+### Lead
+
+**Entry criteria:**
+- Identified contact with name + email + company
+- May come from form fill, enrichment, or import
+
+**Exit criteria:**
+- Reaches MQL threshold (fit + engagement)
+- Manually qualified by marketing/SDR
+
+**Owner:** Marketing
+
+**Actions on entry:**
+- Enrich contact data (company size, industry, role)
+- Begin scoring
+- Add to relevant nurture sequence
+
+---
+
+### MQL (Marketing Qualified Lead)
+
+**Entry criteria:**
+- Meets fit score threshold AND engagement score threshold
+- OR triggers high-intent action (demo request, pricing page + form fill)
+
+**Exit criteria:**
+- Sales accepts (becomes SQL)
+- Sales rejects (recycled to nurture with reason code)
+- No response within SLA (escalated to manager)
+
+**Owner:** Marketing → Sales (handoff)
+
+**Actions on entry:**
+- Instant alert to assigned sales rep
+- Create follow-up task with 4-hour SLA
+- Pause marketing nurture sequences
+- Log all recent activity for sales context
+
+---
+
+### SQL (Sales Qualified Lead)
+
+**Entry criteria:**
+- Sales rep has had qualifying conversation
+- Confirmed: budget, authority, need, or timeline (at least 2 of 4)
+
+**Exit criteria:**
+- Opportunity created with projected value
+- Disqualified (recycled with reason code)
+
+**Owner:** Sales (SDR or AE)
+
+**Actions on entry:**
+- Update lifecycle stage in CRM
+- Notify AE if SDR-qualified
+- Begin sales sequence if not already in conversation
+
+---
+
+### Opportunity
+
+**Entry criteria:**
+- Formal opportunity created in CRM
+- Deal value, close date, and stage assigned
+
+**Exit criteria:**
+- Closed-won or closed-lost
+
+**Owner:** Sales (AE)
+
+**Actions on entry:**
+- Add to pipeline reporting
+- Create deal tasks (proposal, demo, etc.)
+- Notify CS if deal is likely to close
+
+---
+
+### Customer
+
+**Entry criteria:**
+- Closed-won deal
+- Contract signed and payment terms set
+
+**Exit criteria:**
+- Churns, expands, or renews
+
+**Owner:** Customer Success / Account Management
+
+**Actions on entry:**
+- Trigger onboarding sequence
+- Assign CS manager
+- Schedule kickoff call
+- Remove from all sales sequences
+
+---
+
+### Evangelist
+
+**Entry criteria:**
+- NPS score 9-10, or active referral behavior
+- Agreed to case study, testimonial, or referral program
+
+**Exit criteria:**
+- Ongoing program participation
+
+**Owner:** Customer Success + Marketing
+
+**Actions on entry:**
+- Add to advocacy program
+- Request case study or testimonial
+- Invite to referral program
+- Feature in marketing campaigns (with permission)
+
+---
+
+## MQL Criteria Templates by Business Type
+
+### PLG (Product-Led Growth)
+
+**Fit score (40% weight):**
+
+| Attribute | Points |
+|-----------|--------|
+| Company size 10-500 | +15 |
+| Company size 500-5000 | +20 |
+| Target industry | +10 |
+| Decision-maker role | +15 |
+| Uses complementary tool | +10 |
+
+**Engagement score (60% weight) — weight product usage heavily:**
+
+| Signal | Points |
+|--------|--------|
+| Created free account | +15 |
+| Completed onboarding | +20 |
+| Used core feature 3+ times | +25 |
+| Invited team member | +20 |
+| Hit usage limit | +15 |
+| Visited pricing page | +10 |
+
+**MQL threshold:** 65 points
+
+---
+
+### Sales-Led (Enterprise)
+
+**Fit score (60% weight) — weight fit heavily:**
+
+| Attribute | Points |
+|-----------|--------|
+| Company size 500+ | +20 |
+| Target industry | +15 |
+| VP+ title | +20 |
+| Budget authority confirmed | +15 |
+| Uses competitor product | +10 |
+
+**Engagement score (40% weight):**
+
+| Signal | Points |
+|--------|--------|
+| Requested demo | +25 |
+| Attended webinar | +10 |
+| Downloaded whitepaper | +10 |
+| Visited pricing page 2+ times | +15 |
+| Engaged with sales email | +10 |
+
+**MQL threshold:** 70 points
+
+---
+
+### Mid-Market (Balanced)
+
+**Fit score (50% weight):**
+
+| Attribute | Points |
+|-----------|--------|
+| Company size 50-1000 | +15 |
+| Target industry | +10 |
+| Manager+ title | +15 |
+| Target geography | +10 |
+
+**Engagement score (50% weight):**
+
+| Signal | Points |
+|--------|--------|
+| Demo request | +25 |
+| Free trial signup | +20 |
+| Pricing page visit | +10 |
+| Content download (2+) | +10 |
+| Email click (3+) | +10 |
+| Webinar attendance | +10 |
+
+**MQL threshold:** 60 points
+
+---
+
+## SLA Templates
+
+### MQL-to-SQL SLA
+
+| Metric | Target | Escalation |
+|--------|--------|------------|
+| First contact attempt | Within 4 business hours | Alert to sales manager at 4 hours |
+| Qualification decision | Within 48 hours | Auto-escalate at 48 hours |
+| Meeting scheduled (if qualified) | Within 5 business days | Weekly pipeline review flag |
+
+### SQL-to-Opportunity SLA
+
+| Metric | Target | Escalation |
+|--------|--------|------------|
+| Discovery call completed | Within 3 business days of SQL | Alert to AE manager |
+| Opportunity created | Within 5 business days of SQL | Pipeline review flag |
+
+### Opportunity-to-Close SLA
+
+| Metric | Target | Escalation |
+|--------|--------|------------|
+| Proposal delivered | Within 5 business days of demo | AE manager alert |
+| Deal stale in stage | 2x average days for that stage | Pipeline review flag |
+| Close date pushed 2+ times | Immediate | Forecast review required |
+
+---
+
+## Lead Rejection and Recycling
+
+### Rejection Reason Codes
+
+| Code | Reason | Recycle Action |
+|------|--------|----------------|
+| **FIT-01** | Company too small | Nurture; re-score if company grows |
+| **FIT-02** | Wrong industry | Archive; do not recycle |
+| **FIT-03** | Wrong role / no authority | Nurture; monitor for org changes |
+| **ENG-01** | No response after 3 attempts | Recycle to nurture in 90 days |
+| **ENG-02** | Interested but bad timing | Recycle to nurture; re-engage in 60 days |
+| **QUAL-01** | No budget | Recycle to nurture in 90 days |
+| **QUAL-02** | Using competitor, locked in | Recycle; trigger before contract renewal |
+| **QUAL-03** | Not a real project | Archive; do not recycle |
+
+### Recycling Workflow
+
+1. Sales rejects MQL with reason code
+2. CRM updates lifecycle stage to "Recycled"
+3. Lead enters recycling nurture sequence (different from original nurture)
+4. Engagement score resets to baseline (keep fit score)
+5. If lead re-engages and crosses MQL threshold, re-route to sales with "Recycled MQL" flag
+6. Track recycled MQL conversion rate separately
+
+### Recycling Nurture Sequence
+
+- **Frequency:** Bi-weekly or monthly (lower frequency than initial nurture)
+- **Content:** Industry insights, case studies, product updates
+- **Duration:** 6 months, then archive if no engagement
+- **Re-MQL trigger:** High-intent action (demo request, pricing page revisit)

skills/revops/references/routing-rules.md

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+# Lead Routing Rules
+
+Decision trees, platform-specific configurations, territory routing, ABM routing, and speed-to-lead benchmarks.
+
+## Routing Decision Tree
+
+Use this template to map your routing logic:
+
+```
+New Lead Arrives
+│
+├─ Is this a named/target account?
+│  ├─ YES → Route to assigned account owner
+│  └─ NO ↓
+│
+├─ Is ACV likely > $50K? (based on company size + industry)
+│  ├─ YES → Route to enterprise AE team
+│  └─ NO ↓
+│
+├─ Is this a PLG signup with team usage?
+│  ├─ YES → Route to PLG sales specialist
+│  └─ NO ↓
+│
+├─ Does lead match a territory?
+│  ├─ YES → Route to territory owner
+│  └─ NO ↓
+│
+└─ Default: Round-robin across available reps
+   └─ If no rep available: Assign to team queue with 1-hour SLA
+```
+
+Customize this tree for your business. The key principle: **route to the most specific match first, fall back to general.**
+
+---
+
+## Round-Robin Configuration
+
+### Basic Round-Robin Rules
+
+1. Distribute leads evenly across eligible reps
+2. Skip reps who are on PTO, at capacity, or have a full pipeline
+3. Weight by quota attainment (reps below quota get slight priority)
+4. Reset distribution count weekly or monthly
+5. Log every assignment for auditing
+
+### HubSpot Round-Robin Setup
+
+**Using HubSpot's rotation tool:**
+- Navigate to Automation → Workflows
+- Trigger: Contact property "Lifecycle Stage" equals "MQL"
+- Action: Rotate contact owner among selected users
+- Options: Even distribution, skip unavailable owners
+- Add delay + task creation after assignment
+
+**Custom rotation with workflows:**
+1. Create a custom property "Rotation Counter" (number)
+2. Workflow trigger: New MQL created
+3. Branch by rotation counter value (0, 1, 2... for each rep)
+4. Set contact owner to corresponding rep
+5. Increment counter (reset at max)
+6. Create follow-up task with SLA deadline
+
+### Salesforce Round-Robin Setup
+
+**Using Lead Assignment Rules:**
+1. Setup → Feature Settings → Marketing → Lead Assignment Rules
+2. Create rule entries in priority order (most specific first)
+3. For round-robin: Use assignment rule + custom logic
+
+**Using Flow for advanced routing:**
+1. Create a Record-Triggered Flow on Lead creation
+2. Get Records: Query a custom "Rep Queue" object for next available rep
+3. Decision element: Check rep availability, capacity, territory
+4. Update Records: Assign lead owner
+5. Create Task: Follow-up task with SLA
+6. Update "Rep Queue" to track last assignment
+
+---
+
+## Territory Routing
+
+### By Geography
+
+| Territory | Regions | Assigned Team |
+|-----------|---------|---------------|
+| West | CA, WA, OR, NV, AZ, UT, CO, HI | Team West |
+| Central | TX, IL, MN, MO, OH, MI, WI, IN | Team Central |
+| East | NY, MA, PA, NJ, CT, VA, FL, GA | Team East |
+| International | All non-US | International team |
+
+### By Company Size
+
+| Segment | Company Size | Team |
+|---------|-------------|------|
+| SMB | 1-50 employees | Inside sales |
+| Mid-market | 51-500 employees | Mid-market AEs |
+| Enterprise | 501-5000 employees | Enterprise AEs |
+| Strategic | 5000+ employees | Strategic account team |
+
+### By Industry
+
+| Vertical | Industries | Specialist |
+|----------|-----------|------------|
+| Tech | SaaS, IT services, hardware | Tech vertical rep |
+| Financial | Banking, insurance, fintech | Financial vertical rep |
+| Healthcare | Hospitals, pharma, healthtech | Healthcare vertical rep |
+| General | All others | General pool (round-robin) |
+
+### Hybrid Territory Model
+
+Combine multiple dimensions for precision:
+
+```
+Lead arrives
+├─ Company size > 1000?
+│  ├─ YES → Enterprise team
+│  │  └─ Sub-route by geography
+│  └─ NO ↓
+├─ Industry = Healthcare or Financial?
+│  ├─ YES → Vertical specialist
+│  └─ NO ↓
+└─ Round-robin across general pool
+   └─ Weighted by geography preference
+```
+
+---
+
+## Named Account / ABM Routing
+
+### Setup
+
+1. **Define target account list** (typically 50-500 accounts)
+2. **Assign account owners** in CRM (1 rep per account)
+3. **Match logic:** Any lead from a target account domain routes to account owner
+4. **Matching rules:**
+   - Email domain match (primary)
+   - Company name fuzzy match (secondary, requires manual review)
+   - IP-to-company resolution (tertiary, for anonymous visitors)
+
+### ABM Routing Rules
+
+| Tier | Account Type | Routing | Response SLA |
+|------|-------------|---------|--------------|
+| Tier 1 | Top 20 strategic accounts | Named owner, instant alert | 1 hour |
+| Tier 2 | Top 100 target accounts | Named owner, standard alert | 4 hours |
+| Tier 3 | Target industry / size match | Territory or round-robin | Same business day |
+
+### Multi-Contact Handling
+
+When multiple contacts from the same account engage:
+- Route all contacts to the **same account owner**
+- Notify the owner of new contacts entering
+- Track account-level engagement score (sum of all contacts)
+- Trigger "buying committee" alert when 3+ contacts from one account engage
+
+---
+
+## Speed-to-Lead Data
+
+### Response Time Impact on Conversion
+
+| Response Time | Relative Qualification Rate | Notes |
+|---------------|---------------------------|-------|
+| Under 5 minutes | **21x** more likely to qualify | Gold standard |
+| 5-10 minutes | 10x more likely | Still strong |
+| 10-30 minutes | 4x more likely | Acceptable for most |
+| 30 min - 1 hour | 2x more likely | Below best practice |
+| 1-24 hours | Baseline | Industry average |
+| 24+ hours | 60% lower than baseline | Lead is effectively cold |
+
+Source: Lead Connect, InsideSales.com
+
+### Implementing Speed-to-Lead
+
+1. **Instant notification** — Push notification + email to rep on MQL creation
+2. **Auto-task with timer** — Create task with 5-minute SLA countdown
+3. **Escalation chain:**
+   - 5 min: Original rep alerted
+   - 15 min: Backup rep alerted
+   - 30 min: Manager alerted
+   - 1 hour: Lead reassigned to next available rep
+4. **Measure and report** — Track actual response times weekly; recognize fast responders
+
+### Speed-to-Lead Automation
+
+**Trigger:** New MQL created
+**Actions:**
+1. Assign to rep via routing rules (instant)
+2. Send push notification + email to rep
+3. Create task: "Contact [Lead Name] — 5 min SLA"
+4. Start SLA timer
+5. If no activity logged in 15 min → alert backup rep
+6. If no activity in 30 min → alert manager
+7. If no activity in 60 min → reassign via round-robin
+
+### Measuring Speed-to-Lead
+
+Track these metrics weekly:
+- **Average time to first contact** (from MQL creation to first call/email)
+- **Median time to first contact** (less skewed by outliers)
+- **% of leads contacted within SLA** (target: 90%+)
+- **Contact rate by time of day** (identify coverage gaps)
+- **Conversion rate by response time** (prove the ROI of speed)

skills/revops/references/scoring-models.md

@@ -0,0 +1,247 @@
+# Lead Scoring Models
+
+Detailed scoring templates, example models by business type, and calibration guidance.
+
+## Explicit Scoring Template (Fit)
+
+### Company Attributes
+
+| Attribute | Criteria | Points |
+|-----------|----------|--------|
+| **Company size** | 1-10 employees | +5 |
+| | 11-50 employees | +10 |
+| | 51-200 employees | +15 |
+| | 201-1000 employees | +20 |
+| | 1000+ employees | +15 (unless enterprise-focused, then +25) |
+| **Industry** | Primary target industry | +20 |
+| | Secondary target industry | +10 |
+| | Non-target industry | 0 |
+| **Revenue** | Under $1M | +5 |
+| | $1M-$10M | +10 |
+| | $10M-$100M | +15 |
+| | $100M+ | +20 |
+| **Geography** | Primary market | +10 |
+| | Secondary market | +5 |
+| | Non-target market | 0 |
+
+### Contact Attributes
+
+| Attribute | Criteria | Points |
+|-----------|----------|--------|
+| **Job title** | C-suite (CEO, CTO, CMO) | +25 |
+| | VP level | +20 |
+| | Director level | +15 |
+| | Manager level | +10 |
+| | Individual contributor | +5 |
+| **Department** | Primary buying department | +15 |
+| | Adjacent department | +5 |
+| | Unrelated department | 0 |
+| **Seniority** | Decision maker | +20 |
+| | Influencer | +10 |
+| | End user | +5 |
+
+### Technology Attributes
+
+| Attribute | Criteria | Points |
+|-----------|----------|--------|
+| **Tech stack** | Uses complementary tool | +15 |
+| | Uses competitor | +10 (they understand the category) |
+| | Uses tool you replace | +20 |
+| **Tech maturity** | Modern stack (cloud, SaaS-forward) | +10 |
+| | Legacy stack | +5 |
+
+---
+
+## Implicit Scoring Template (Engagement)
+
+### High-Intent Signals
+
+| Signal | Points | Decay |
+|--------|--------|-------|
+| **Demo request** | +30 | None |
+| **Pricing page visit** | +20 | -5 per week |
+| **Free trial signup** | +25 | None |
+| **Contact sales form** | +30 | None |
+| **Case study page (2+)** | +15 | -5 per 2 weeks |
+| **Comparison page visit** | +15 | -5 per week |
+| **ROI calculator used** | +20 | -5 per 2 weeks |
+
+### Medium-Intent Signals
+
+| Signal | Points | Decay |
+|--------|--------|-------|
+| **Webinar registration** | +10 | -5 per month |
+| **Webinar attendance** | +15 | -5 per month |
+| **Whitepaper download** | +10 | -5 per month |
+| **Blog visit (3+ in a week)** | +10 | -5 per 2 weeks |
+| **Email click** | +5 per click | -2 per month |
+| **Email open (3+)** | +5 | -2 per month |
+| **Social media engagement** | +5 | -2 per month |
+
+### Low-Intent Signals
+
+| Signal | Points | Decay |
+|--------|--------|-------|
+| **Single blog visit** | +2 | -2 per month |
+| **Newsletter open** | +2 | -1 per month |
+| **Single email open** | +1 | -1 per month |
+| **Visited homepage only** | +1 | -1 per week |
+
+### Product Usage Signals (PLG)
+
+| Signal | Points | Decay |
+|--------|--------|-------|
+| **Created account** | +15 | None |
+| **Completed onboarding** | +20 | None |
+| **Used core feature (3+ times)** | +25 | -5 per month inactive |
+| **Invited team member** | +25 | None |
+| **Hit usage limit** | +20 | -10 per month |
+| **Exported data** | +10 | -5 per month |
+| **Connected integration** | +15 | None |
+| **Daily active for 5+ days** | +20 | -10 per 2 weeks inactive |
+
+---
+
+## Negative Scoring Signals
+
+| Signal | Points | Notes |
+|--------|--------|-------|
+| **Competitor email domain** | -50 | Auto-flag for review |
+| **Student email (.edu)** | -30 | May still be valid in some cases |
+| **Personal email (gmail, yahoo)** | -10 | Less relevant for B2B; adjust for SMB |
+| **Unsubscribe from emails** | -20 | Reduce engagement score |
+| **Bounce (hard)** | -50 | Remove from scoring |
+| **Spam complaint** | -100 | Remove from all sequences |
+| **Job title: Student/Intern** | -25 | Low buying authority |
+| **Job title: Consultant** | -10 | May be evaluating for client |
+| **No website visit in 90 days** | -15 | Score decay |
+| **Invalid phone number** | -10 | Data quality signal |
+| **Careers page visitor only** | -30 | Likely a job seeker |
+
+---
+
+## Example Scoring Models
+
+### Model 1: PLG SaaS (ACV $500-$5K)
+
+**Weight: 30% fit / 70% engagement (heavily favor product usage)**
+
+**Fit criteria:**
+- Company size 10-500: +15
+- Target industry: +10
+- Manager+ role: +10
+- Uses complementary tool: +10
+
+**Engagement criteria:**
+- Created free account: +15
+- Completed onboarding: +20
+- Used core feature 3+ times: +25
+- Invited team member: +25
+- Hit usage limit: +20
+- Pricing page visit: +15
+
+**Negative:**
+- Personal email: -10
+- No login in 14 days: -15
+- Competitor domain: -50
+
+**MQL threshold: 60 points**
+**Recalibration: Monthly** (fast feedback loop with high volume)
+
+---
+
+### Model 2: Enterprise Sales-Led (ACV $50K+)
+
+**Weight: 60% fit / 40% engagement (fit is critical at this ACV)**
+
+**Fit criteria:**
+- Company size 500+: +20
+- Revenue $50M+: +15
+- Target industry: +15
+- VP+ title: +20
+- Decision maker confirmed: +15
+- Uses competitor: +10
+
+**Engagement criteria:**
+- Demo request: +30
+- Multiple stakeholders engaged: +20
+- Attended executive webinar: +15
+- Downloaded ROI guide: +10
+- Visited pricing page 2+: +15
+
+**Negative:**
+- Company too small (<100): -30
+- Individual contributor only: -15
+- Competitor domain: -50
+
+**MQL threshold: 75 points**
+**Recalibration: Quarterly** (longer sales cycles, smaller sample size)
+
+---
+
+### Model 3: Mid-Market Hybrid (ACV $5K-$25K)
+
+**Weight: 50% fit / 50% engagement (balanced approach)**
+
+**Fit criteria:**
+- Company size 50-1000: +15
+- Target industry: +10
+- Manager-VP title: +15
+- Target geography: +10
+- Uses complementary tool: +10
+
+**Engagement criteria:**
+- Demo request or trial signup: +25
+- Pricing page visit: +15
+- Case study download: +10
+- Webinar attendance: +10
+- Email engagement (3+ clicks): +10
+- Blog visits (5+ pages): +10
+
+**Negative:**
+- Personal email: -10
+- No engagement in 30 days: -10
+- Competitor domain: -50
+- Student/intern title: -25
+
+**MQL threshold: 65 points**
+**Recalibration: Quarterly**
+
+---
+
+## Threshold Calibration
+
+### Setting the Initial Threshold
+
+1. **Pull closed-won data** from the last 6-12 months
+2. **Retroactively score** each deal using your new model
+3. **Find the natural breakpoint** — what score separated wins from losses?
+4. **Set threshold** just below where 80% of closed-won deals would have scored
+5. **Validate** against closed-lost — if many closed-lost score above threshold, tighten criteria
+
+### Calibration Cadence
+
+| Business Type | Recalibration Frequency | Why |
+|---------------|------------------------|-----|
+| PLG / High volume | Monthly | Fast feedback loop, lots of data |
+| Mid-market | Quarterly | Moderate cycle length |
+| Enterprise | Quarterly to semi-annually | Long cycles, small sample size |
+
+### Calibration Steps
+
+1. **Pull MQL-to-closed data** for the calibration period
+2. **Compare scored MQLs vs. actual outcomes:**
+   - High score + closed-won = correctly scored
+   - High score + closed-lost = possible false positive (tighten)
+   - Low score + closed-won = possible false negative (loosen)
+3. **Adjust weights** based on which attributes actually correlated with wins
+4. **Adjust threshold** if MQL volume is too high (raise) or too low (lower)
+5. **Document changes** and communicate to sales team
+
+### Warning Signs Your Model Needs Recalibration
+
+- MQL-to-SQL acceptance rate drops below 30%
+- Sales consistently rejects MQLs as "not ready"
+- High-scoring leads don't convert; low-scoring leads do
+- MQL volume spikes without corresponding revenue
+- New product/market changes since last calibration

skills/sales-enablement/SKILL.md

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+---
+name: sales-enablement
+description: "When the user wants to create sales collateral, pitch decks, one-pagers, objection handling docs, or demo scripts. Also use when the user mentions 'sales deck,' 'pitch deck,' 'one-pager,' 'leave-behind,' 'objection handling,' 'deal-specific ROI analysis,' 'demo script,' 'talk track,' 'sales playbook,' 'proposal template,' 'buyer persona card,' 'help my sales team,' 'sales materials,' or 'what should I give my sales reps.' Use this for any document or asset that helps a sales team close deals. For competitor comparison pages and battle cards, see competitor-alternatives. For marketing website copy, see copywriting. For cold outreach emails, see cold-email."
+metadata:
+  version: 1.1.0
+---
+
+# Sales Enablement
+
+You are an expert in B2B sales enablement. Your goal is to create sales collateral that reps actually use — decks, one-pagers, objection docs, demo scripts, and playbooks that help close deals.
+
+## Before Starting
+
+**Check for product marketing context first:**
+If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
+Gather this context (ask if not provided):
+
+1. **Value Proposition & Differentiators**
+   - What do you sell and who is it for?
+   - What makes you different from the next best alternative?
+   - What outcomes can you prove?
+
+2. **Sales Motion**
+   - How do you sell? (self-serve, inside sales, field sales, hybrid)
+   - Average deal size and sales cycle length
+   - Key personas involved in the buying decision
+
+3. **Collateral Needs**
+   - What specific assets do you need?
+   - What stage of the funnel are they for?
+   - Who will use them? (AE, SDR, champion, prospect)
+
+4. **Current State**
+   - What materials exist today?
+   - What's working and what's not?
+   - What do reps ask for most?
+
+---
+
+## Core Principles
+
+### Sales Uses What Sales Trusts
+Involve reps in creation. Use their language, not marketing's. If reps rewrite your deck before sending it, you wrote the wrong deck. Test drafts with your top performers first.
+
+### Situation-Specific, Not Generic
+Tailor to persona, deal stage, and use case. A deck for a CTO should look different from one for a VP of Sales. A one-pager for post-meeting follow-up serves a different purpose than one for a trade show.
+
+### Scannable Over Comprehensive
+Reps need information in 3 seconds, not 30. Use bold headers, short bullets, and visual hierarchy. If a rep can't find the answer mid-call, the doc has failed.
+
+### Tie Back to Business Outcomes
+Every claim connects to revenue, efficiency, or risk reduction. Features mean nothing without the "so what." Replace "AI-powered analytics" with "cut reporting time by 80%."
+
+---
+
+## Sales Deck / Pitch Deck
+
+### 10-12 Slide Framework
+
+1. **Current World Problem** — The pain your buyer lives with today
+2. **Cost of the Problem** — What inaction costs (time, money, risk)
+3. **The Shift Happening** — Market or technology change creating urgency
+4. **Your Approach** — How you solve it differently
+5. **Product Walkthrough** — 3-4 key workflows, not a feature tour
+6. **Proof Points** — Metrics, logos, analyst recognition
+7. **Case Study** — One customer story told well
+8. **Implementation / Timeline** — How they get from here to live
+9. **ROI / Value** — Expected return and payback period
+10. **Pricing Overview** — Transparent, tiered if applicable
+11. **Next Steps / CTA** — Clear action with timeline
+
+### Deck Principles
+
+- **Story arc, not feature tour.** Every deck tells a story: the world has a problem, there's a better way, here's proof, here's how to get there.
+- **One idea per slide.** If you need two points, use two slides.
+- **Design for presenting, not reading.** Slides support the conversation — they don't replace it. Minimal text, strong visuals.
+
+### Customization by Buyer Type
+
+| Buyer | Emphasize | De-emphasize |
+|-------|-----------|--------------|
+| Technical buyer | Architecture, security, integrations, API | ROI calculations, business metrics |
+| Economic buyer | ROI, payback period, total cost, risk | Technical details, implementation specifics |
+| Champion | Internal selling points, quick wins, peer proof | Deep technical or financial detail |
+
+**For full slide-by-slide guidance**: See [references/deck-frameworks.md](references/deck-frameworks.md)
+
+---
+
+## One-Pagers / Leave-Behinds
+
+### When to Use
+
+- **Post-meeting recap** — Reinforce what you discussed, keep momentum
+- **Champion internal selling** — Arm your champion to sell for you
+- **Trade show handout** — Quick intro that drives follow-up
+
+### Structure
+
+1. **Problem statement** — The pain in one sentence
+2. **Your solution** — What you do and how
+3. **3 differentiators** — Why you vs. alternatives
+4. **Proof point** — One strong metric or customer quote
+5. **CTA** — Clear next step with contact info
+
+### Design Principles
+
+- One page, literally. Front only, or front and back maximum.
+- Scannable in 30 seconds. Bold headers, short bullets, whitespace.
+- Include your logo, website, and a specific contact (not info@).
+- Match your brand but keep it clean — this is a sales tool, not a brand piece.
+
+**For templates by use case**: See [references/one-pager-templates.md](references/one-pager-templates.md)
+
+---
+
+## Objection Handling Docs
+
+### Objection Categories
+
+| Category | Examples |
+|----------|----------|
+| Price | "Too expensive," "No budget this quarter," "Competitor is cheaper" |
+| Timing | "Not the right time," "Maybe next quarter," "Too busy to implement" |
+| Competition | "We already use X," "What makes you different?" |
+| Authority | "I need to check with my boss," "The committee decides" |
+| Status quo | "What we have works fine," "Not broken, don't fix it" |
+| Technical | "Does it integrate with X?," "Security concerns," "Can it scale?" |
+
+### Response Framework
+
+For each objection, document:
+
+1. **Objection statement** — Exactly how reps hear it
+2. **Why they say it** — The real concern behind the words
+3. **Response approach** — How to acknowledge and redirect
+4. **Proof point** — Specific evidence that addresses the concern
+5. **Follow-up question** — Keep the conversation moving forward
+
+### Two Formats
+
+- **Quick-reference table** for live calls — objection, one-line response, proof point. Fits on one screen.
+- **Detailed doc** for prep and training — full context, talk tracks, role-play scenarios.
+
+**For the full objection library**: See [references/objection-library.md](references/objection-library.md)
+
+---
+
+## ROI Calculators & Value Props
+
+### Calculator Design
+
+**Inputs** (current state metrics the prospect provides):
+- Time spent on manual processes
+- Current tool costs
+- Error rates or inefficiency metrics
+- Team size
+
+**Calculations** (your formula for value):
+- Time saved per week/month/year
+- Cost reduction (tools, headcount, errors)
+- Revenue impact (faster deals, higher conversion)
+
+**Outputs** (what the prospect sees):
+- Annual ROI percentage
+- Payback period in months
+- Total 3-year value
+
+### Value Prop by Persona
+
+| Persona | Cares About | Lead With |
+|---------|-------------|-----------|
+| CTO / VP Eng | Architecture, scale, security, team velocity | Technical superiority, integration depth |
+| VP Sales | Pipeline, quota attainment, rep productivity | Revenue impact, time savings per rep |
+| CFO | Total cost, payback period, risk | ROI, cost reduction, financial predictability |
+| End user | Ease of use, daily workflow, learning curve | Time saved, frustration eliminated |
+
+### Implementation Options
+
+- **Spreadsheet** — Fastest to build, easy to customize per deal. Works for inside sales.
+- **Web tool** — More polished, captures leads, scales better. Worth building if deal volume is high.
+- **Slide-based** — ROI story embedded in the deck. Good for executive presentations.
+
+---
+
+## Demo Scripts & Talk Tracks
+
+### Script Structure
+
+1. **Opening** (2 min) — Context setting, agenda, confirm goals for the call
+2. **Discovery recap** (3 min) — Summarize what you learned, confirm priorities
+3. **Solution walkthrough** (15-20 min) — 3-4 key workflows mapped to their pain
+4. **Interaction points** — Questions to ask during the demo, not just at the end
+5. **Close** (5 min) — Summarize value, propose next steps with timeline
+
+### Talk Track Types
+
+| Type | Duration | Focus |
+|------|----------|-------|
+| Discovery call | 30 min | Qualify, understand pain, map buying process |
+| First demo | 30-45 min | Show 3-4 workflows tied to their pain |
+| Technical deep-dive | 45-60 min | Architecture, security, integrations, API |
+| Executive overview | 20-30 min | Business outcomes, ROI, strategic alignment |
+
+### Key Principles
+
+- **Never demo without discovery.** If you don't know their pain, you're guessing which features matter.
+- **Customize to their use case.** Use their terminology, their data (if possible), their workflow.
+- **Leave time for questions.** A demo where the prospect doesn't talk is a demo that doesn't close.
+
+**For full script templates**: See [references/demo-scripts.md](references/demo-scripts.md)
+
+---
+
+## Case Study Briefs (Sales Format)
+
+### How Sales Case Studies Differ
+
+Marketing case studies tell a story. Sales case studies arm reps with fast-access proof. Keep them short, outcome-focused, and tagged for retrieval.
+
+### Structure
+
+1. **Customer profile** — Industry, company size, buyer role
+2. **Challenge** — What they were struggling with (2-3 sentences)
+3. **Solution** — What they implemented (1-2 sentences)
+4. **Results** — 3 specific metrics (before/after)
+5. **Pull quote** — One sentence from the customer
+6. **Tags** — Industry, use case, company size, persona
+
+### Organization
+
+Organize case studies so reps can find the right one instantly:
+- **By industry** — "Show me a case study for healthcare"
+- **By use case** — "Show me someone who used us for X"
+- **By company size** — "Show me an enterprise example"
+
+---
+
+## Proposal Templates
+
+### Structure
+
+1. **Executive summary** — Their challenge, your solution, expected outcome (1 page max)
+2. **Proposed solution** — What you'll deliver, mapped to their requirements
+3. **Implementation plan** — Timeline, milestones, responsibilities
+4. **Investment** — Pricing, payment terms, what's included
+5. **Next steps** — How to move forward, decision timeline
+
+### Customization Guidance
+
+- Mirror their language from discovery calls
+- Reference specific pain points they mentioned
+- Include only relevant case studies (same industry or use case)
+- Name the stakeholders you've spoken with
+
+### Common Mistakes
+
+- **Too long** — If it's over 10 pages, it won't get read. Aim for 5-7.
+- **Too generic** — Templated proposals signal low effort. Customize the exec summary at minimum.
+- **Burying the price** — Don't make them hunt for it. Be transparent and confident.
+
+---
+
+## Sales Playbooks
+
+### What Goes in a Playbook
+
+- **Buyer profile** — Who you're selling to, their goals and pains
+- **Qualification criteria** — BANT, MEDDIC, or your framework
+- **Discovery questions** — Organized by topic, not a script
+- **Objection handling** — Top 10 objections with responses
+- **Competitive positioning** — How you win against each competitor
+- **Demo flow** — Recommended sequence for each persona
+- **Email templates** — Follow-up, proposal, check-in, breakup
+
+### When to Build
+
+- **New product launch** — Reps need a single source of truth
+- **New market segment** — Different buyers need different approaches
+- **New hire ramp** — Playbooks cut ramp time significantly
+
+### Keeping It Living
+
+Playbooks die when they're not updated. Review quarterly, get input from top reps, and remove anything outdated. Assign an owner — if nobody owns it, it rots.
+
+---
+
+## Buyer Persona Cards
+
+### Card Structure
+
+| Field | Description |
+|-------|-------------|
+| Role / title | Common titles and reporting structure |
+| Goals | What success looks like for them |
+| Pains | What frustrates them daily |
+| Top objections | The 3-5 objections you'll hear from this role |
+| Evaluation criteria | How they judge solutions |
+| Buying process | Their role in the decision, who they influence |
+| Messaging angle | The one sentence that resonates most |
+
+### Persona Types
+
+- **Economic buyer** — Signs the check. Cares about ROI and risk.
+- **Technical buyer** — Evaluates the product. Cares about capabilities and integration.
+- **End user** — Uses it daily. Cares about ease and workflow fit.
+- **Champion** — Advocates internally. Needs ammunition to sell for you.
+- **Blocker** — Opposes the purchase. Understand their concern to neutralize it.
+
+---
+
+## Output Format
+
+Deliver the right format for each asset type:
+
+| Asset | Deliverable |
+|-------|-------------|
+| Sales deck | Slide-by-slide outline with headline, body copy, and speaker notes |
+| One-pager | Full copy with layout guidance (visual hierarchy, sections) |
+| Objection doc | Table format: objection, response, proof point, follow-up |
+| Demo script | Scene-by-scene with timing, talk track, and interaction points |
+| ROI calculator | Input fields, formulas, output display with sample data |
+| Playbook | Structured document with table of contents and sections |
+| Persona card | One-page card format per persona |
+| Proposal | Section-by-section copy with customization notes |
+
+---
+
+## Task-Specific Questions
+
+If context is missing, ask:
+
+1. What collateral do you need? (deck, one-pager, objection doc, etc.)
+2. Who will use it? (AE, SDR, champion, prospect)
+3. What sales stage is it for? (prospecting, discovery, demo, negotiation, close)
+4. Who is the target persona? (title, seniority, department)
+5. What are the top 3 objections you hear most?
+
+---
+
+## Related Skills
+
+- **competitor-alternatives**: For public-facing comparison and alternative pages
+- **copywriting**: For marketing website copy
+- **cold-email**: For outbound prospecting emails
+- **revops**: For lead lifecycle, scoring, routing, and pipeline management
+- **pricing-strategy**: For pricing decisions and packaging
+- **product-marketing-context**: For foundational positioning and messaging

skills/sales-enablement/references/deck-frameworks.md

@@ -0,0 +1,263 @@
+# Sales Deck Frameworks
+
+Detailed slide-by-slide guidance for building sales decks that tell a story and close deals.
+
+## The Storytelling Arc
+
+Every great deck follows a narrative structure: **Situation → Complication → Resolution.**
+
+- **Situation** (Slides 1-3): The world your buyer lives in. Establish shared understanding.
+- **Complication** (Slides 2-3): Why the status quo is no longer sustainable. Create urgency.
+- **Resolution** (Slides 4-11): Your approach, proof, and path forward.
+
+The goal is not to present features. The goal is to make the buyer feel understood, then show them a better way.
+
+---
+
+## Slide-by-Slide Template
+
+### Slide 1: Current World Problem
+
+**What to include:**
+- The challenge your buyer faces daily
+- A stat or data point that quantifies the problem
+- Visual: simple graphic or striking number
+
+**What to avoid:**
+- Starting with your company or product
+- Generic industry trends that don't connect to pain
+- More than one core problem
+
+**Copy prompt:** "What is the one problem that, if you could describe it perfectly, would make your buyer say 'that's exactly my situation'?"
+
+---
+
+### Slide 2: Cost of the Problem
+
+**What to include:**
+- Financial impact (revenue lost, costs incurred)
+- Time impact (hours wasted, delays)
+- Risk impact (what happens if they do nothing)
+- Specific numbers wherever possible
+
+**What to avoid:**
+- Vague claims without data
+- Fear-mongering without substance
+- Too many metrics (pick 2-3 that hit hardest)
+
+**Copy prompt:** "If your buyer does nothing for the next 12 months, what does it cost them?"
+
+---
+
+### Slide 3: The Shift Happening
+
+**What to include:**
+- Market trend or technology change creating a new opportunity
+- Why "the old way" no longer works
+- Why now is the right time to act
+
+**What to avoid:**
+- Hype-driven trends without substance
+- Making it about your product yet
+- Overly technical explanations
+
+**Copy prompt:** "What has changed in the market that makes the old approach unsustainable?"
+
+---
+
+### Slide 4: Your Approach
+
+**What to include:**
+- Your philosophy or unique point of view
+- How your approach differs from conventional solutions
+- The "aha" insight that led to your product
+
+**What to avoid:**
+- Feature lists (too early)
+- Jargon or acronyms
+- Claiming to be "the only" or "the first" unless provably true
+
+**Copy prompt:** "What do you believe about solving this problem that most people get wrong?"
+
+---
+
+### Slide 5: Product Walkthrough
+
+**What to include:**
+- 3-4 key workflows that map to the pain from Slide 1
+- Screenshots or product visuals
+- Brief description of what each workflow accomplishes
+
+**What to avoid:**
+- Showing every feature
+- Dense UI screenshots without callouts
+- Talking about technology instead of outcomes
+
+**Copy prompt:** "Walk through 3 things the buyer would do in your product in their first week."
+
+---
+
+### Slide 6: Proof Points
+
+**What to include:**
+- Customer logos (aim for recognizable names in their industry)
+- Key metrics: "X% improvement," "Y hours saved," "Z% increase"
+- Analyst recognition, awards, or certifications if relevant
+
+**What to avoid:**
+- Unsubstantiated claims
+- Too many logos without context
+- Vanity metrics that don't relate to the buyer's pain
+
+**Copy prompt:** "What are 3 numbers that prove your product works?"
+
+---
+
+### Slide 7: Case Study
+
+**What to include:**
+- One customer story told well: challenge, solution, results
+- Specific metrics (before and after)
+- Customer quote if available
+- Choose a customer similar to the prospect
+
+**What to avoid:**
+- Multiple case studies crammed into one slide
+- Generic outcomes without specifics
+- Customers from irrelevant industries
+
+**Copy prompt:** "Tell the story of one customer who went from struggling to succeeding with your product."
+
+---
+
+### Slide 8: Implementation / Timeline
+
+**What to include:**
+- Clear phases with timeline (e.g., Week 1: Setup, Week 2-3: Integration, Week 4: Live)
+- What's required from their side vs. yours
+- Support resources available
+
+**What to avoid:**
+- Overcomplicating the process
+- Hiding time requirements
+- Skipping the "what do I need to do?" question
+
+**Copy prompt:** "How does a customer get from signing to live? What does each week look like?"
+
+---
+
+### Slide 9: ROI / Value
+
+**What to include:**
+- Expected return based on their inputs or industry benchmarks
+- Payback period
+- Total value over 1-3 years
+- Comparison to cost of inaction
+
+**What to avoid:**
+- Unrealistic projections
+- ROI without showing your math
+- Generic numbers not tied to their situation
+
+**Copy prompt:** "If they buy today, what does the next 12 months look like in dollars and hours?"
+
+---
+
+### Slide 10: Pricing Overview
+
+**What to include:**
+- Pricing tiers or structure
+- What's included at each level
+- Recommended plan for their situation
+
+**What to avoid:**
+- Burying the price or being cagey
+- Too many options (3 tiers max)
+- Surprising them with hidden costs
+
+**Copy prompt:** "What does it cost, what do they get, and which plan is right for them?"
+
+---
+
+### Slide 11: Next Steps / CTA
+
+**What to include:**
+- Specific next action with timeline ("Start a pilot next week")
+- What happens after they say yes
+- Your contact information
+
+**What to avoid:**
+- Vague CTAs ("Let's stay in touch")
+- Multiple competing next steps
+- Ending without energy
+
+**Copy prompt:** "What is the one thing you want them to do after this meeting?"
+
+---
+
+## Persona Customization Guide
+
+### Technical Buyer Deck
+
+**Add:**
+- Architecture diagram slide after Product Walkthrough
+- Security and compliance details
+- Integration ecosystem and API capabilities
+- Technical implementation requirements
+
+**Remove or minimize:**
+- ROI calculations (they care about capability, not cost)
+- High-level market trends (they want specifics)
+
+**Adjust tone:** Precise, no fluff, respect their expertise. Avoid marketing superlatives.
+
+### Economic Buyer Deck
+
+**Add:**
+- Detailed ROI slide with calculations shown
+- Total cost of ownership comparison
+- Risk mitigation and compliance
+- Executive summary slide up front
+
+**Remove or minimize:**
+- Technical details and architecture
+- Feature-level walkthroughs
+- Implementation specifics (they'll delegate)
+
+**Adjust tone:** Business-focused, outcome-driven. Speak in dollars and percentages.
+
+### Champion Deck
+
+**Add:**
+- "Internal selling" slide — key points for them to present to their team
+- Quick-win slide — what success looks like in 30 days
+- Peer proof — companies like theirs who succeeded
+- Objection pre-handling — common pushback they'll face internally
+
+**Remove or minimize:**
+- Deep technical or financial detail
+- Anything that requires context they can't relay
+
+**Adjust tone:** Empowering, equipping. Make them look smart to their boss.
+
+---
+
+## Anti-Patterns
+
+### The Feature Dump
+Every slide is a feature with a screenshot. No story, no "so what," no connection to the buyer's world. Reps click through it; prospects tune out.
+
+### The Wall of Text
+Slides with 200+ words. Nobody reads them during a presentation. If the slide requires reading, it belongs in a leave-behind.
+
+### The Missing Story Arc
+Slides exist in isolation — no narrative flow from problem to solution to proof. The deck feels like a brochure, not a conversation.
+
+### The Generic Screenshot
+Product screenshots without callouts, annotations, or context. The prospect can't tell what they're looking at or why it matters.
+
+### The Premature Demo
+Jumping to product features before establishing the problem. The buyer has no frame of reference for why your features matter.
+
+### The Kitchen Sink
+Trying to address every persona, every use case, every feature in one deck. The result is a 40-slide monster that nobody wants to sit through.

skills/sales-enablement/references/demo-scripts.md

@@ -0,0 +1,355 @@
+# Demo Script Templates
+
+Scene-by-scene templates for different call types, with timing, talk tracks, and interaction guidance.
+
+## Discovery Call Script
+
+**Duration:** 30 minutes
+**Goal:** Qualify the opportunity, understand pain, map the buying process.
+
+### Scene 1: Opening (3 min)
+
+**Talk track:**
+> "Thanks for taking the time, [Name]. I've done some research on [Company] but I'd love to hear from you directly. My goal for today is to understand what you're working on and see if there's a fit — and if there's not, I'll tell you that too. Sound good?"
+
+**What to establish:**
+- Set the agenda and time expectation
+- Position yourself as a peer, not a pitch person
+- Get permission to ask questions
+
+---
+
+### Scene 2: Situation Questions (7 min)
+
+**Questions to ask:**
+- "Can you walk me through how your team handles [relevant process] today?"
+- "What tools are you currently using for this?"
+- "How many people are involved in this workflow?"
+- "How long has this been in place?"
+
+**What you're listening for:**
+- Current process and tools
+- Team size and structure
+- How established (and how entrenched) the current approach is
+
+---
+
+### Scene 3: Pain Identification (10 min)
+
+**Questions to ask:**
+- "What's the biggest challenge with that process today?"
+- "When that breaks down, what happens?"
+- "How much time does your team spend on [specific task] per week?"
+- "What have you tried to fix this?"
+- "If you could wave a magic wand, what would change?"
+
+**What you're listening for:**
+- Specific, quantifiable pain points
+- Emotional frustration (not just logical problems)
+- Failed attempts to solve this (shows urgency)
+- The "magic wand" answer reveals their ideal state
+
+**Interaction tip:** Take notes visibly. Repeat back what you hear: "So if I understand correctly, the biggest issue is [X], which costs you about [Y] per month. Is that right?"
+
+---
+
+### Scene 4: Impact & Priority (5 min)
+
+**Questions to ask:**
+- "Where does solving this sit on your priority list this quarter?"
+- "What happens if you don't solve this in the next 6 months?"
+- "Who else is affected by this problem?"
+- "Is there budget allocated for solving this?"
+
+**What you're listening for:**
+- Priority level (nice-to-have vs. must-solve)
+- Urgency and consequences of inaction
+- Organizational breadth of the problem
+- Budget signals
+
+---
+
+### Scene 5: Buying Process (3 min)
+
+**Questions to ask:**
+- "If you decided this was the right solution, what does the evaluation process look like?"
+- "Who else would be involved in the decision?"
+- "Have you evaluated solutions for this before?"
+- "What's your timeline for making a decision?"
+
+**What you're listening for:**
+- Decision-making process and stakeholders
+- Past evaluation experience (and why they didn't buy)
+- Timeline for decision
+
+---
+
+### Scene 6: Close (2 min)
+
+**Talk track:**
+> "Based on what you've shared, I think there's a strong fit — specifically around [pain point 1] and [pain point 2]. What I'd suggest as a next step is a 30-minute demo where I can show you exactly how we'd address those. I'll customize it to your workflow. Does [specific date/time] work?"
+
+**What to do:**
+- Summarize the 2-3 key pain points
+- Propose a specific next step with a date
+- Send a calendar invite before you hang up
+
+---
+
+## First Demo Script
+
+**Duration:** 30-45 minutes
+**Goal:** Show how your product solves their specific pain. Advance to evaluation/pilot.
+
+### Scene 1: Opening & Recap (5 min)
+
+**Talk track:**
+> "Last time we spoke, you mentioned [pain point 1], [pain point 2], and [goal]. I've put together a demo focused on those three areas. If I've missed anything, flag it and we'll adjust. Sound good?"
+
+**What to do:**
+- Recap discovery findings to show you listened
+- Confirm priorities haven't changed
+- Set expectation for what they'll see
+
+---
+
+### Scene 2: Workflow 1 — Primary Pain Point (10 min)
+
+**Structure:**
+1. Restate the pain: "You mentioned [specific problem]..."
+2. Show the solution: Walk through the workflow step by step
+3. Highlight the outcome: "This means [specific benefit]..."
+
+**Interaction point (at the 5-min mark):**
+> "How does this compare to how you're handling it today?"
+
+**What to avoid:**
+- Showing every feature of this section
+- Getting lost in settings or configuration
+- Talking for more than 3 minutes without asking a question
+
+---
+
+### Scene 3: Workflow 2 — Secondary Pain Point (8 min)
+
+**Structure:**
+Same as Workflow 1 — restate pain, show solution, highlight outcome.
+
+**Interaction point:**
+> "Is this the kind of visibility your team has been asking for?"
+
+---
+
+### Scene 4: Workflow 3 — Differentiator (7 min)
+
+**Structure:**
+Show something they can't do today and can't get from competitors.
+
+**Talk track:**
+> "This is where we're really different from [competitor/status quo]. [Explain the unique capability]. For example, [Customer] uses this to [specific outcome]."
+
+**Interaction point:**
+> "How would your team use this?"
+
+---
+
+### Scene 5: Proof Point (3 min)
+
+**Talk track:**
+> "Let me share a quick example. [Customer similar to them] was in a similar situation — [brief challenge]. After implementing, they saw [specific metrics]. Their [role] said [quote]."
+
+**What to do:**
+- Choose a case study that matches their industry, size, or use case
+- Keep it brief — this is reinforcement, not a presentation
+
+---
+
+### Scene 6: Close (5 min)
+
+**Talk track:**
+> "Based on what we've covered, here's what I'd recommend as next steps: [specific next step]. This typically takes [timeline]. Who else on your team should be involved? I can set up a [follow-up meeting type] for [date]."
+
+**What to do:**
+- Propose a specific next step (not "let me know")
+- Identify additional stakeholders to involve
+- Set a follow-up date before ending the call
+- Send recap email within 2 hours
+
+---
+
+## Technical Deep-Dive Script
+
+**Duration:** 45-60 minutes
+**Goal:** Satisfy technical evaluation criteria. Address architecture, security, and integration concerns.
+
+### Scene 1: Opening (3 min)
+
+**Talk track:**
+> "I know your goal today is to understand the technical details — architecture, security, integrations, and how this fits your stack. I'll walk through each area and leave plenty of time for questions. What's your top priority for this session?"
+
+**Attendees:** Typically includes their technical evaluator (engineer, architect, IT lead) plus your SE or solutions engineer.
+
+---
+
+### Scene 2: Architecture Overview (10 min)
+
+**Cover:**
+- High-level architecture diagram
+- Infrastructure and hosting (cloud provider, regions)
+- Data flow and storage
+- Scalability approach
+- Uptime SLA and reliability track record
+
+**Interaction point:**
+> "How does this compare to your current infrastructure requirements?"
+
+---
+
+### Scene 3: Security & Compliance (10 min)
+
+**Cover:**
+- Certifications (SOC 2, ISO 27001, HIPAA, etc.)
+- Data encryption (at rest, in transit)
+- Access controls and authentication (SSO, RBAC)
+- Audit logging
+- Data residency and privacy (GDPR, CCPA)
+- Penetration testing cadence
+
+**Interaction point:**
+> "What are your must-have security requirements? I want to make sure we address them specifically."
+
+---
+
+### Scene 4: Integrations & API (15 min)
+
+**Cover:**
+- Native integrations relevant to their stack
+- API capabilities (REST, GraphQL, webhooks)
+- Authentication methods
+- Rate limits and data sync frequency
+- Live demo of relevant integration
+
+**Interaction point:**
+> "Walk me through your current stack — I want to map out exactly how we'd fit in."
+
+---
+
+### Scene 5: Implementation & Migration (5 min)
+
+**Cover:**
+- Implementation timeline and phases
+- Data migration process
+- Configuration requirements
+- Training and onboarding
+- Ongoing support model
+
+**Interaction point:**
+> "What does your team's capacity look like for implementation? That helps me scope the right timeline."
+
+---
+
+### Scene 6: Q&A and Close (10 min)
+
+**Talk track:**
+> "What questions do I need to answer for you to feel confident about the technical fit?"
+
+**What to do:**
+- Answer directly — if you don't know, say so and follow up
+- Document all questions for follow-up
+- Propose next step (security review, proof of concept, pilot)
+- Send technical documentation summary within 24 hours
+
+---
+
+## Executive Overview Script
+
+**Duration:** 20-30 minutes
+**Goal:** Get executive buy-in on the business case. Advance to budget approval or decision.
+
+### Scene 1: Opening (2 min)
+
+**Talk track:**
+> "Thanks for your time, [Name]. [Champion] has been evaluating [your product] and the results look strong. I'll keep this focused on the business impact and what a partnership looks like. I know your time is valuable so I'll aim to leave 10 minutes for questions."
+
+**What to do:**
+- Be concise — executives punish rambling
+- Reference the champion and work done so far
+- Set a clear agenda
+
+---
+
+### Scene 2: The Problem & Cost (5 min)
+
+**Talk track:**
+> "Based on what [Champion] shared, your team is spending [X hours/$ amount] on [problem]. That's [annual cost]. It's also creating [secondary impact: risk, delays, churn]. This isn't unique to you — it's an industry-wide challenge, and the companies solving it are seeing [outcome]."
+
+**What to do:**
+- Use their numbers, not generic benchmarks
+- Connect to metrics they care about (revenue, cost, risk)
+- Keep it to 2-3 key points
+
+---
+
+### Scene 3: The Solution & Differentiation (5 min)
+
+**Talk track:**
+> "Here's what we do differently. [One-sentence explanation]. For your team specifically, this means [specific benefit 1] and [specific benefit 2]. [Champion]'s team has already seen [early result or reaction from evaluation]."
+
+**What to do:**
+- High-level, not feature-level
+- Tie to their strategic priorities
+- Reference the champion's evaluation
+
+---
+
+### Scene 4: ROI & Business Case (5 min)
+
+**Talk track:**
+> "Here's the business case. Based on your team's numbers: [walk through ROI calculation]. Expected payback period is [X months]. Over 3 years, the total value is [$ amount]. [Customer similar to them] saw [specific result] within [timeframe]."
+
+**What to do:**
+- Show the math, not just the conclusion
+- Use conservative estimates (executives discount inflated numbers)
+- One strong case study, not three weak ones
+
+---
+
+### Scene 5: Q&A and Decision (5-10 min)
+
+**Talk track:**
+> "What questions do you have? And — assuming the business case holds up, what does the decision process look like from here?"
+
+**What to do:**
+- Listen more than talk
+- Answer concisely
+- Get a clear next step and timeline
+- Thank the champion in front of the executive
+
+---
+
+## Interaction Point Guidance
+
+### When to Ask Questions During Demos
+
+- **After showing each workflow** — "How does this compare to your current process?"
+- **When you see a reaction** — "I noticed you reacted to that — what are you thinking?"
+- **Before moving to the next section** — "Any questions on this before we move on?"
+- **When showing a differentiator** — "How would your team use this?"
+- **At the midpoint** — "Are we covering the right things, or should we adjust?"
+
+### Questions NOT to Ask During Demos
+
+- "Does that make sense?" (patronizing)
+- "Are you still with me?" (implies they're lost)
+- "Isn't that cool?" (salesy)
+- Rhetorical questions that don't invite real dialogue
+
+### How to Handle "Can You Show Me X?"
+
+When a prospect asks to see something during the demo:
+
+1. **If it's quick** — show it now, then return to your flow
+2. **If it's a tangent** — "Great question. Let me note that and show you after the main flow so we stay on track."
+3. **If it's not possible** — "We don't do that today. Here's how customers handle it: [alternative]."
+
+Never say "I'll get back to you" without writing it down and following up within 24 hours.

skills/sales-enablement/references/objection-library.md

@@ -0,0 +1,270 @@
+# Objection Library
+
+Common B2B SaaS objections with response frameworks. Organized by category for quick reference.
+
+## Quick-Reference Table
+
+For live calls. Find the objection, scan the response, reference the proof.
+
+| Objection | Response (1-line) | Proof Point |
+|-----------|--------------------|-------------|
+| "Too expensive" | "Compared to what? Let's look at what the problem costs you today." | ROI case study showing payback in X months |
+| "No budget" | "When budget opens up, what would need to be true for this to be a priority?" | Customer who started with a pilot to prove value |
+| "Competitor is cheaper" | "They are — here's what you give up at that price point." | Feature comparison + customer who switched |
+| "Not the right time" | "What changes next quarter that makes it better timing?" | Cost-of-delay calculation |
+| "Maybe next quarter" | "Happy to reconnect. What would a pilot look like before then?" | Customer who started small and expanded |
+| "We use X already" | "How's that working for [specific pain area]?" | Customer who switched from X |
+| "What makes you different?" | "For teams like yours, the biggest difference is [specific differentiator]." | Side-by-side comparison for their use case |
+| "Need to check with my boss" | "Absolutely. What would help you make the case? I can send materials." | Champion one-pager, ROI calculator |
+| "The committee decides" | "Who's on the committee and what does each person care about?" | Multi-persona case study |
+| "What we have works fine" | "It does work — the question is whether it's costing you more than it should." | Benchmark data showing efficiency gaps |
+| "Not broken, don't fix it" | "Agreed — this isn't about fixing, it's about the opportunity cost of the current approach." | Customer who didn't know what they were missing |
+| "Does it integrate with X?" | "Yes / Let me check and get you specifics by end of day." | Integration documentation, customer using same stack |
+| "Security concerns" | "Completely fair. Here's our security overview — happy to loop in our team." | SOC 2 report, security whitepaper |
+| "Can it scale?" | "We serve companies from [small] to [large]. Here's an example at your scale." | Case study at similar scale |
+| "We tried something like this before" | "What went wrong? Understanding that helps me show how we're different." | Customer with same failed experience who succeeded with you |
+
+---
+
+## Detailed Objection Responses
+
+### Price Objections
+
+#### "It's too expensive"
+
+**Why they say it:** May be genuine budget constraint, sticker shock, or negotiation tactic. Often means they don't yet see enough value to justify the cost.
+
+**Response approach:**
+1. Don't defend the price immediately. Ask "Compared to what?"
+2. Reframe from cost to investment — what does the problem cost them today?
+3. Walk through the ROI calculation together
+4. If budget is real, explore smaller starting points
+
+**Talk track:**
+> "I hear that. Let me ask — what's the cost of the problem we discussed? You mentioned your team spends [X hours] on [task] every week. At your team's loaded cost, that's roughly [$ amount] per year. Our solution runs [$ price] — so the question is whether eliminating that problem is worth the investment."
+
+**Proof point:** ROI calculator or case study showing payback period.
+
+**Follow-up question:** "If the ROI was clear, is this something you'd prioritize this quarter?"
+
+---
+
+#### "We don't have budget for this"
+
+**Why they say it:** Budget may genuinely be allocated. Or they haven't identified budget because priority isn't established.
+
+**Response approach:**
+1. Validate — budget constraints are real
+2. Understand timing — when does budget cycle reset?
+3. Explore alternatives — pilot, smaller scope, different budget line
+4. Help them build the business case to create budget
+
+**Talk track:**
+> "Totally understand. Two questions: When does your next budget cycle open? And — if we could show clear ROI with a limited pilot, is that something you could fund from a different line item? Sometimes teams fund this from the efficiency savings it creates."
+
+**Proof point:** Customer who started with a small pilot and expanded after proving ROI.
+
+**Follow-up question:** "Would it help if I put together an ROI brief you could share with your finance team?"
+
+---
+
+#### "Competitor X is cheaper"
+
+**Why they say it:** They're comparing prices, possibly without comparing capabilities. May be using competitor price as leverage.
+
+**Response approach:**
+1. Acknowledge the price difference — don't pretend it doesn't exist
+2. Shift to total cost of ownership and value delivered
+3. Highlight what they lose at the lower price point
+4. Share proof from customers who evaluated both
+
+**Talk track:**
+> "You're right, [Competitor] is less expensive. Here's what I've seen from teams who evaluated both: [Competitor] works well for [their strength]. Where it falls short is [specific gap]. Customers like [name] actually switched to us after starting with [Competitor] because [specific reason]. The question is whether [specific capability] is worth the difference for your team."
+
+**Proof point:** Customer who switched from the competitor, with specific reasons.
+
+**Follow-up question:** "What's most important to your team — the lowest price or the best fit for [their specific need]?"
+
+---
+
+### Timing Objections
+
+#### "Not the right time"
+
+**Why they say it:** Competing priorities, organizational change, genuine capacity constraint, or lack of urgency.
+
+**Response approach:**
+1. Understand what's competing for their attention
+2. Quantify the cost of waiting
+3. Explore low-commitment next steps that keep momentum
+4. Set a concrete follow-up date
+
+**Talk track:**
+> "I get it — timing matters. Can I ask what's taking priority right now? The reason I bring up timing is that every month of [problem], based on our earlier conversation, costs your team roughly [$ amount]. A 3-month delay is [$ amount]. What if we mapped out a start date that works with your calendar so you're not losing that value?"
+
+**Proof point:** Cost-of-delay calculation based on their specific numbers.
+
+**Follow-up question:** "What would need to change for this to move up in priority?"
+
+---
+
+#### "Maybe next quarter"
+
+**Why they say it:** Genuine scheduling, or a polite way of saying "not interested enough right now."
+
+**Response approach:**
+1. Accept the timeline gracefully
+2. Propose a small action now that maintains momentum
+3. Get a specific date for follow-up
+4. Send value in the meantime (content, benchmarks, insights)
+
+**Talk track:**
+> "Next quarter works. To make sure we hit the ground running, would it make sense to do [small next step] now? That way when Q[X] starts, you're not starting from scratch. I'll also send over [relevant content] in the meantime. Can we lock in [specific date] to reconnect?"
+
+**Proof point:** Customer who started the evaluation process early and was live by their target date.
+
+**Follow-up question:** "Is there anything I can send between now and then that would be helpful?"
+
+---
+
+### Competition Objections
+
+#### "We already use X"
+
+**Why they say it:** They have an existing solution and switching has real costs. May be satisfied, or may have frustrations they haven't voiced.
+
+**Response approach:**
+1. Don't trash the competitor — ask how it's working
+2. Probe for specific pain points with their current solution
+3. Position as complementary if possible, replacement if not
+4. Offer a side-by-side comparison or trial
+
+**Talk track:**
+> "How's that working for you? Specifically, when it comes to [area where you're stronger] — is that meeting your needs? The reason I ask is that most teams who come to us from [Competitor] tell us [specific pain point] was the tipping point. Not saying that's you, but worth exploring."
+
+**Proof point:** Customer who switched from that specific competitor.
+
+**Follow-up question:** "If you could change one thing about your current setup, what would it be?"
+
+---
+
+#### "What makes you different?"
+
+**Why they say it:** They're evaluating options and want a clear differentiator. Sometimes a genuine question, sometimes a test.
+
+**Response approach:**
+1. Don't list features — give the one thing that matters most for their situation
+2. Tie the differentiator to their specific pain
+3. Back it up with proof
+4. Offer to show, not just tell
+
+**Talk track:**
+> "For teams like yours — [their industry/size/use case] — the biggest difference is [specific differentiator]. That matters because [connection to their pain]. For example, [Customer] was evaluating us alongside [Competitor] and chose us because [specific reason]. Want me to walk you through how that works?"
+
+**Proof point:** Case study of a customer who chose you over alternatives.
+
+**Follow-up question:** "What's the most important criteria for your decision?"
+
+---
+
+### Authority Objections
+
+#### "I need to check with my boss"
+
+**Why they say it:** They may not be the decision maker, or they need internal buy-in to proceed. Could also be a stall tactic.
+
+**Response approach:**
+1. Support them, don't pressure them
+2. Arm them with materials to sell internally
+3. Offer to join a meeting with their boss
+4. Understand what their boss cares about
+
+**Talk track:**
+> "Absolutely — what would help you make the case? I can put together a one-pager that covers the ROI and addresses the concerns your boss is likely to have. Also happy to jump on a quick call with them if that would be helpful. What does your boss typically prioritize — cost savings, risk reduction, or efficiency?"
+
+**Proof point:** Champion enablement one-pager, ROI calculator.
+
+**Follow-up question:** "What questions do you think your boss will ask?"
+
+---
+
+#### "A committee decides this"
+
+**Why they say it:** Enterprise buying involves multiple stakeholders. Genuine process, not a brush-off.
+
+**Response approach:**
+1. Map the buying committee — who's involved and what each person cares about
+2. Provide persona-specific materials
+3. Offer to present to the committee
+4. Help your champion navigate the internal process
+
+**Talk track:**
+> "That makes sense. Can you walk me through who's on the committee and what each person cares about? I can tailor materials for each stakeholder so you're not doing all the heavy lifting. I've also got a deck designed for executive presentations if that would be useful."
+
+**Proof point:** Multi-stakeholder case study showing how different personas were addressed.
+
+**Follow-up question:** "Who on the committee is most likely to push back, and what would their concern be?"
+
+---
+
+### Status Quo Objections
+
+#### "What we have works fine"
+
+**Why they say it:** Inertia is real. The current solution may be adequate, and change has real costs.
+
+**Response approach:**
+1. Agree — don't argue with their experience
+2. Shift from "broken vs. fixed" to "good vs. great"
+3. Introduce the concept of opportunity cost
+4. Show what peers are achieving
+
+**Talk track:**
+> "It probably does work — and I wouldn't suggest changing something that's truly meeting your needs. The question I'd ask is: is 'works fine' the bar? Teams using [your product] are seeing [specific outcome]. If you're leaving [X% improvement] on the table, is that worth exploring?"
+
+**Proof point:** Benchmark data showing what's possible vs. status quo.
+
+**Follow-up question:** "If there were one area where your current approach could be better, what would it be?"
+
+---
+
+### Technical Objections
+
+#### "Does it integrate with X?"
+
+**Why they say it:** Integration is a real requirement. They need to know your product fits their stack.
+
+**Response approach:**
+1. Answer directly — yes, no, or "let me check"
+2. If yes, provide specifics (native, API, Zapier, etc.)
+3. If no, explain alternatives or workarounds
+4. Never bluff — they'll find out during evaluation
+
+**Talk track (if yes):**
+> "Yes, we integrate with [X] natively. It takes about [time] to set up. [Customer] runs the same stack and here's how they have it configured."
+
+**Talk track (if no):**
+> "We don't have a native integration with [X] today. Here's what customers typically do: [alternative]. We also have an open API that [description]. Would it help to get our technical team on a call to explore options?"
+
+**Proof point:** Customer using the same tech stack, integration documentation.
+
+**Follow-up question:** "What other tools are in your stack that we'd need to work with?"
+
+---
+
+#### "We have security concerns"
+
+**Why they say it:** Legitimate concern, especially in regulated industries or enterprise. Non-negotiable for many buyers.
+
+**Response approach:**
+1. Take it seriously — never dismiss security concerns
+2. Provide documentation proactively (SOC 2, security whitepaper)
+3. Offer to loop in your security team
+4. Ask about their specific requirements
+
+**Talk track:**
+> "That's exactly the right question to ask. Here's our security overview — we're [SOC 2 Type II / ISO 27001 / etc.] certified, and I can share our full security documentation. We also have a security team that's happy to do a review call with your infosec team. What are your specific requirements?"
+
+**Proof point:** Security certifications, compliance documentation, customers in regulated industries.
+
+**Follow-up question:** "Do you have a security questionnaire you'd like us to fill out?"

skills/sales-enablement/references/one-pager-templates.md

@@ -0,0 +1,208 @@
+# One-Pager Templates
+
+Templates for different one-pager use cases, with layout guidance and copy prompts.
+
+## Product Overview One-Pager
+
+The default one-pager. Introduces your product to someone who knows nothing about you.
+
+### Structure
+
+```
+[Logo]                                              [Tagline]
+
+HEADLINE: One sentence describing what you do and who it's for.
+
+THE PROBLEM
+2-3 sentences describing the pain your buyer faces.
+
+THE SOLUTION
+2-3 sentences describing how your product solves it.
+
+WHY [YOUR PRODUCT]
+• Differentiator 1 — One sentence explaining the benefit
+• Differentiator 2 — One sentence explaining the benefit
+• Differentiator 3 — One sentence explaining the benefit
+
+PROOF
+"Customer quote with specific result." — Name, Title, Company
+[Optional: 2-3 metric callouts: "X% improvement", "Y hours saved"]
+
+[CTA Button/Link]                    [Contact: name@company.com]
+```
+
+### Copy Prompts
+
+- Headline: "What do you do, in one sentence, that makes someone say 'tell me more'?"
+- Problem: "What is your buyer struggling with before they find you?"
+- Differentiators: "If you could only tell them 3 things, what would make them choose you?"
+
+---
+
+## Use-Case Specific One-Pager
+
+Tailored to a specific workflow, vertical, or problem. More targeted than the product overview.
+
+### Structure
+
+```
+[Logo]                                    [Use Case: e.g., "For Sales Teams"]
+
+HEADLINE: How [your product] helps [persona] [achieve outcome].
+
+THE CHALLENGE
+When [persona] needs to [task], they face [specific pain].
+This leads to [consequence]: [time wasted / money lost / risk].
+
+HOW IT WORKS
+1. [Step 1] — What happens and why it matters
+2. [Step 2] — What happens and why it matters
+3. [Step 3] — What happens and why it matters
+
+RESULTS
+• [Metric 1]: Before → After
+• [Metric 2]: Before → After
+• [Metric 3]: Before → After
+
+CUSTOMER SPOTLIGHT
+"Quote about this specific use case." — Name, Title, Company
+
+[CTA: "See it in action" or "Start a pilot"]       [Contact info]
+```
+
+### When to Use
+
+- Different buyer personas need different one-pagers
+- Industry-specific versions (healthcare, fintech, e-commerce)
+- Use-case versions (reporting, onboarding, security)
+
+---
+
+## Post-Meeting Leave-Behind
+
+Designed to reinforce a conversation that already happened. Summarizes what you discussed and proposes next steps.
+
+### Structure
+
+```
+[Logo]                                            [Date of Meeting]
+
+MEETING RECAP: [Company Name]
+
+WHAT WE DISCUSSED
+• [Pain point 1 they mentioned]
+• [Pain point 2 they mentioned]
+• [Goal they're trying to achieve]
+
+HOW [YOUR PRODUCT] HELPS
+• [Solution to pain 1] — [Specific capability or workflow]
+• [Solution to pain 2] — [Specific capability or workflow]
+• [How you help them reach their goal]
+
+RELEVANT PROOF
+"Quote from a similar customer." — Name, Title, Company
+[1-2 metrics from a similar customer]
+
+PROPOSED NEXT STEPS
+1. [Next step with date]
+2. [Follow-up action]
+3. [Decision timeline]
+
+[Your name]  |  [Your title]  |  [Email]  |  [Phone]
+```
+
+### Tips
+
+- Send within 24 hours of the meeting
+- Reference specific things they said (shows you listened)
+- Keep proposed next steps concrete and time-bound
+- This is the asset your champion forwards to their boss
+
+---
+
+## Champion Enablement One-Pager
+
+Designed specifically for your internal champion to share with their team and leadership. Written to make them look smart.
+
+### Structure
+
+```
+[Logo]
+
+WHY WE'RE EVALUATING [YOUR PRODUCT]
+
+THE SITUATION
+[2-3 sentences about the internal challenge, written as if the champion
+is explaining it to their team. Use "we" and "our" language.]
+
+WHAT [YOUR PRODUCT] DOES
+[1-2 sentences. Plain language, no jargon.]
+
+WHY THIS SOLUTION
+• [Reason 1] — How it solves our specific problem
+• [Reason 2] — How it compares to what we do today
+• [Reason 3] — How it compares to alternatives we evaluated
+
+EXPECTED IMPACT
+• [Metric]: Current state → Expected state
+• [Metric]: Current state → Expected state
+• [Time to value]: Live within [X weeks]
+
+WHO ELSE USES IT
+[2-3 recognizable company names in their industry]
+"Relevant customer quote." — Name, Title, Company
+
+NEXT STEPS
+• [What we're doing next]
+• [What we need from the team]
+• [Decision timeline]
+
+Questions? Talk to [Champion name] or [Your name at email].
+```
+
+### Why This Works
+
+- Written in the champion's voice, not yours
+- Answers the questions their boss will ask
+- Includes peer proof from companies they respect
+- Clear ask and timeline to drive internal momentum
+
+---
+
+## Layout Guidance
+
+### Visual Hierarchy
+
+1. **Headline** — Largest text, top of page, immediately communicates value
+2. **Section headers** — Bold, clear, act as scannable anchors
+3. **Body text** — Short sentences, bullet points preferred over paragraphs
+4. **Proof elements** — Metrics and quotes should visually stand out (larger font, color, or callout box)
+5. **CTA** — Prominent placement, bottom of page or bottom-right
+
+### Whitespace
+
+- Margins: at least 0.75" on all sides
+- Space between sections: enough to visually separate (don't cram)
+- If it feels crowded, cut content. Never shrink font below 9pt.
+
+### Font Sizing
+
+| Element | Suggested Size |
+|---------|---------------|
+| Headline | 18-24pt |
+| Section headers | 12-14pt bold |
+| Body text | 10-11pt |
+| Fine print / footer | 8-9pt |
+
+### Color
+
+- Use brand colors for headers and accents
+- Keep body text dark (black or near-black) on white
+- Limit accent colors to 1-2 for visual consistency
+- Use color to draw attention to metrics and CTAs
+
+### File Format
+
+- **PDF** for email attachments and leave-behinds
+- **Google Slides / PowerPoint** for editable versions reps can customize
+- Always include both — reps will customize, prospects want clean PDFs

skills/schema-markup/SKILL.md

@@ -1,6 +1,8 @@
 ---
 name: schema-markup
-description: When the user wants to add, fix, or optimize schema markup and structured data on their site. Also use when the user mentions "schema markup," "structured data," "JSON-LD," "rich snippets," "schema.org," "FAQ schema," "product schema," "review schema," or "breadcrumb schema." For broader SEO issues, see seo-audit.
+description: When the user wants to add, fix, or optimize schema markup and structured data on their site. Also use when the user mentions "schema markup," "structured data," "JSON-LD," "rich snippets," "schema.org," "FAQ schema," "product schema," "review schema," "breadcrumb schema," "Google rich results," "knowledge panel," "star ratings in search," or "add structured data." Use this whenever someone wants their pages to show enhanced results in Google. For broader SEO issues, see seo-audit. For AI search optimization, see ai-seo.
+metadata:
+  version: 1.1.0
 ---
 
 # Schema Markup
@@ -9,21 +11,16 @@ You are an expert in structured data and schema markup. Your goal is to implemen
 
 ## Initial Assessment
 
+**Check for product marketing context first:**
+If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
 Before implementing schema, understand:
 
-1. **Page Type**
-   - What kind of page is this?
-   - What's the primary content?
-   - What rich results are possible?
+1. **Page Type** - What kind of page? What's the primary content? What rich results are possible?
 
-2. **Current State**
-   - Any existing schema?
-   - Errors in current implementation?
-   - Which rich results are already appearing?
+2. **Current State** - Any existing schema? Errors in implementation? Which rich results already appearing?
 
-3. **Goals**
-   - Which rich results are you targeting?
-   - What's the business value?
+3. **Goals** - Which rich results are you targeting? What's the business value?
 
 ---
 
@@ -53,435 +50,56 @@ Before implementing schema, understand:
 
 ## Common Schema Types
 
-### Organization
-**Use for**: Company/brand homepage or about page
+| Type | Use For | Required Properties |
+|------|---------|-------------------|
+| Organization | Company homepage/about | name, url |
+| WebSite | Homepage (search box) | name, url |
+| Article | Blog posts, news | headline, image, datePublished, author |
+| Product | Product pages | name, image, offers |
+| SoftwareApplication | SaaS/app pages | name, offers |
+| FAQPage | FAQ content | mainEntity (Q&A array) |
+| HowTo | Tutorials | name, step |
+| BreadcrumbList | Any page with breadcrumbs | itemListElement |
+| LocalBusiness | Local business pages | name, address |
+| Event | Events, webinars | name, startDate, location |
 
-**Required properties**:
-- name
-- url
-
-**Recommended properties**:
-- logo
-- sameAs (social profiles)
-- contactPoint
-
-```json
-{
-  "@context": "https://schema.org",
-  "@type": "Organization",
-  "name": "Example Company",
-  "url": "https://example.com",
-  "logo": "https://example.com/logo.png",
-  "sameAs": [
-    "https://twitter.com/example",
-    "https://linkedin.com/company/example",
-    "https://facebook.com/example"
-  ],
-  "contactPoint": {
-    "@type": "ContactPoint",
-    "telephone": "+1-555-555-5555",
-    "contactType": "customer service"
-  }
-}
-```
-
-### WebSite (with SearchAction)
-**Use for**: Homepage, enables sitelinks search box
-
-**Required properties**:
-- name
-- url
-
-**For search box**:
-- potentialAction with SearchAction
-
-```json
-{
-  "@context": "https://schema.org",
-  "@type": "WebSite",
-  "name": "Example",
-  "url": "https://example.com",
-  "potentialAction": {
-    "@type": "SearchAction",
-    "target": {
-      "@type": "EntryPoint",
-      "urlTemplate": "https://example.com/search?q={search_term_string}"
-    },
-    "query-input": "required name=search_term_string"
-  }
-}
-```
-
-### Article / BlogPosting
-**Use for**: Blog posts, news articles
-
-**Required properties**:
-- headline
-- image
-- datePublished
-- author
-
-**Recommended properties**:
-- dateModified
-- publisher
-- description
-- mainEntityOfPage
-
-```json
-{
-  "@context": "https://schema.org",
-  "@type": "Article",
-  "headline": "How to Implement Schema Markup",
-  "image": "https://example.com/image.jpg",
-  "datePublished": "2024-01-15T08:00:00+00:00",
-  "dateModified": "2024-01-20T10:00:00+00:00",
-  "author": {
-    "@type": "Person",
-    "name": "Jane Doe",
-    "url": "https://example.com/authors/jane"
-  },
-  "publisher": {
-    "@type": "Organization",
-    "name": "Example Company",
-    "logo": {
-      "@type": "ImageObject",
-      "url": "https://example.com/logo.png"
-    }
-  },
-  "description": "A complete guide to implementing schema markup...",
-  "mainEntityOfPage": {
-    "@type": "WebPage",
-    "@id": "https://example.com/schema-guide"
-  }
-}
-```
-
-### Product
-**Use for**: Product pages (e-commerce or SaaS)
-
-**Required properties**:
-- name
-- image
-- offers (with price and availability)
-
-**Recommended properties**:
-- description
-- sku
-- brand
-- aggregateRating
-- review
-
-```json
-{
-  "@context": "https://schema.org",
-  "@type": "Product",
-  "name": "Premium Widget",
-  "image": "https://example.com/widget.jpg",
-  "description": "Our best-selling widget for professionals",
-  "sku": "WIDGET-001",
-  "brand": {
-    "@type": "Brand",
-    "name": "Example Co"
-  },
-  "offers": {
-    "@type": "Offer",
-    "url": "https://example.com/products/widget",
-    "priceCurrency": "USD",
-    "price": "99.99",
-    "availability": "https://schema.org/InStock",
-    "priceValidUntil": "2024-12-31"
-  },
-  "aggregateRating": {
-    "@type": "AggregateRating",
-    "ratingValue": "4.8",
-    "reviewCount": "127"
-  }
-}
-```
-
-### SoftwareApplication
-**Use for**: SaaS product pages, app landing pages
-
-**Required properties**:
-- name
-- offers (or free indicator)
-
-**Recommended properties**:
-- applicationCategory
-- operatingSystem
-- aggregateRating
-
-```json
-{
-  "@context": "https://schema.org",
-  "@type": "SoftwareApplication",
-  "name": "Example App",
-  "applicationCategory": "BusinessApplication",
-  "operatingSystem": "Web, iOS, Android",
-  "offers": {
-    "@type": "Offer",
-    "price": "0",
-    "priceCurrency": "USD"
-  },
-  "aggregateRating": {
-    "@type": "AggregateRating",
-    "ratingValue": "4.6",
-    "ratingCount": "1250"
-  }
-}
-```
-
-### FAQPage
-**Use for**: Pages with frequently asked questions
-
-**Required properties**:
-- mainEntity (array of Question/Answer)
-
-```json
-{
-  "@context": "https://schema.org",
-  "@type": "FAQPage",
-  "mainEntity": [
-    {
-      "@type": "Question",
-      "name": "What is schema markup?",
-      "acceptedAnswer": {
-        "@type": "Answer",
-        "text": "Schema markup is a structured data vocabulary that helps search engines understand your content..."
-      }
-    },
-    {
-      "@type": "Question",
-      "name": "How do I implement schema?",
-      "acceptedAnswer": {
-        "@type": "Answer",
-        "text": "The recommended approach is to use JSON-LD format, placing the script in your page's head..."
-      }
-    }
-  ]
-}
-```
-
-### HowTo
-**Use for**: Instructional content, tutorials
-
-**Required properties**:
-- name
-- step (array of HowToStep)
-
-**Recommended properties**:
-- image
-- totalTime
-- estimatedCost
-- supply/tool
-
-```json
-{
-  "@context": "https://schema.org",
-  "@type": "HowTo",
-  "name": "How to Add Schema Markup to Your Website",
-  "description": "A step-by-step guide to implementing JSON-LD schema",
-  "totalTime": "PT15M",
-  "step": [
-    {
-      "@type": "HowToStep",
-      "name": "Choose your schema type",
-      "text": "Identify the appropriate schema type for your page content...",
-      "url": "https://example.com/guide#step1"
-    },
-    {
-      "@type": "HowToStep",
-      "name": "Write the JSON-LD",
-      "text": "Create the JSON-LD markup following schema.org specifications...",
-      "url": "https://example.com/guide#step2"
-    },
-    {
-      "@type": "HowToStep",
-      "name": "Add to your page",
-      "text": "Insert the script tag in your page's head section...",
-      "url": "https://example.com/guide#step3"
-    }
-  ]
-}
-```
-
-### BreadcrumbList
-**Use for**: Any page with breadcrumb navigation
-
-```json
-{
-  "@context": "https://schema.org",
-  "@type": "BreadcrumbList",
-  "itemListElement": [
-    {
-      "@type": "ListItem",
-      "position": 1,
-      "name": "Home",
-      "item": "https://example.com"
-    },
-    {
-      "@type": "ListItem",
-      "position": 2,
-      "name": "Blog",
-      "item": "https://example.com/blog"
-    },
-    {
-      "@type": "ListItem",
-      "position": 3,
-      "name": "SEO Guide",
-      "item": "https://example.com/blog/seo-guide"
-    }
-  ]
-}
-```
-
-### LocalBusiness
-**Use for**: Local business location pages
-
-**Required properties**:
-- name
-- address
-- (Various by business type)
-
-```json
-{
-  "@context": "https://schema.org",
-  "@type": "LocalBusiness",
-  "name": "Example Coffee Shop",
-  "image": "https://example.com/shop.jpg",
-  "address": {
-    "@type": "PostalAddress",
-    "streetAddress": "123 Main Street",
-    "addressLocality": "San Francisco",
-    "addressRegion": "CA",
-    "postalCode": "94102",
-    "addressCountry": "US"
-  },
-  "geo": {
-    "@type": "GeoCoordinates",
-    "latitude": "37.7749",
-    "longitude": "-122.4194"
-  },
-  "telephone": "+1-555-555-5555",
-  "openingHoursSpecification": [
-    {
-      "@type": "OpeningHoursSpecification",
-      "dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
-      "opens": "08:00",
-      "closes": "18:00"
-    }
-  ],
-  "priceRange": "$$"
-}
-```
-
-### Review / AggregateRating
-**Use for**: Review pages or products with reviews
-
-Note: Self-serving reviews (reviewing your own product) are against guidelines. Reviews must be from real customers.
-
-```json
-{
-  "@context": "https://schema.org",
-  "@type": "Product",
-  "name": "Example Product",
-  "aggregateRating": {
-    "@type": "AggregateRating",
-    "ratingValue": "4.5",
-    "bestRating": "5",
-    "worstRating": "1",
-    "ratingCount": "523"
-  },
-  "review": [
-    {
-      "@type": "Review",
-      "author": {
-        "@type": "Person",
-        "name": "John Smith"
-      },
-      "datePublished": "2024-01-10",
-      "reviewRating": {
-        "@type": "Rating",
-        "ratingValue": "5"
-      },
-      "reviewBody": "Excellent product, exceeded my expectations..."
-    }
-  ]
-}
-```
-
-### Event
-**Use for**: Event pages, webinars, conferences
-
-**Required properties**:
-- name
-- startDate
-- location (or eventAttendanceMode for online)
-
-```json
-{
-  "@context": "https://schema.org",
-  "@type": "Event",
-  "name": "Annual Marketing Conference",
-  "startDate": "2024-06-15T09:00:00-07:00",
-  "endDate": "2024-06-15T17:00:00-07:00",
-  "eventAttendanceMode": "https://schema.org/OnlineEventAttendanceMode",
-  "eventStatus": "https://schema.org/EventScheduled",
-  "location": {
-    "@type": "VirtualLocation",
-    "url": "https://example.com/conference"
-  },
-  "image": "https://example.com/conference.jpg",
-  "description": "Join us for our annual marketing conference...",
-  "offers": {
-    "@type": "Offer",
-    "url": "https://example.com/conference/tickets",
-    "price": "199",
-    "priceCurrency": "USD",
-    "availability": "https://schema.org/InStock",
-    "validFrom": "2024-01-01"
-  },
-  "performer": {
-    "@type": "Organization",
-    "name": "Example Company"
-  },
-  "organizer": {
-    "@type": "Organization",
-    "name": "Example Company",
-    "url": "https://example.com"
-  }
-}
-```
+**For complete JSON-LD examples**: See [references/schema-examples.md](references/schema-examples.md)
 
 ---
 
-## Multiple Schema Types on One Page
+## Quick Reference
 
-You can (and often should) have multiple schema types:
+### Organization (Company Page)
+Required: name, url
+Recommended: logo, sameAs (social profiles), contactPoint
+
+### Article/BlogPosting
+Required: headline, image, datePublished, author
+Recommended: dateModified, publisher, description
+
+### Product
+Required: name, image, offers (price + availability)
+Recommended: sku, brand, aggregateRating, review
+
+### FAQPage
+Required: mainEntity (array of Question/Answer pairs)
+
+### BreadcrumbList
+Required: itemListElement (array with position, name, item)
+
+---
+
+## Multiple Schema Types
+
+You can combine multiple schema types on one page using `@graph`:
 
 ```json
 {
   "@context": "https://schema.org",
   "@graph": [
-    {
-      "@type": "Organization",
-      "@id": "https://example.com/#organization",
-      "name": "Example Company",
-      "url": "https://example.com"
-    },
-    {
-      "@type": "WebSite",
-      "@id": "https://example.com/#website",
-      "url": "https://example.com",
-      "name": "Example",
-      "publisher": {
-        "@id": "https://example.com/#organization"
-      }
-    },
-    {
-      "@type": "BreadcrumbList",
-      "itemListElement": [...]
-    }
+    { "@type": "Organization", ... },
+    { "@type": "WebSite", ... },
+    { "@type": "BreadcrumbList", ... }
   ]
 }
 ```
@@ -497,57 +115,25 @@ You can (and often should) have multiple schema types:
 
 ### Common Errors
 
-**Missing required properties**
-- Check Google's documentation for required fields
-- Different from schema.org minimum requirements
+**Missing required properties** - Check Google's documentation for required fields
 
-**Invalid values**
-- Dates must be ISO 8601 format
-- URLs must be fully qualified
-- Enumerations must use exact values
+**Invalid values** - Dates must be ISO 8601, URLs fully qualified, enumerations exact
 
-**Mismatch with page content**
-- Schema doesn't match visible content
-- Ratings for products without reviews shown
-- Prices that don't match displayed prices
+**Mismatch with page content** - Schema doesn't match visible content
 
 ---
 
-## Implementation Patterns
+## Implementation
 
 ### Static Sites
 - Add JSON-LD directly in HTML template
 - Use includes/partials for reusable schema
 
-### Dynamic Sites (React, Next.js, etc.)
+### Dynamic Sites (React, Next.js)
 - Component that renders schema
 - Server-side rendered for SEO
 - Serialize data to JSON-LD
 
-```jsx
-// Next.js example
-export default function ProductPage({ product }) {
-  const schema = {
-    "@context": "https://schema.org",
-    "@type": "Product",
-    name: product.name,
-    // ... other properties
-  };
-
-  return (
-    <>
-      <Head>
-        <script
-          type="application/ld+json"
-          dangerouslySetInnerHTML={{ __html: JSON.stringify(schema) }}
-        />
-      </Head>
-      {/* Page content */}
-    </>
-  );
-}
-```
-
 ### CMS / WordPress
 - Plugins (Yoast, Rank Math, Schema Pro)
 - Theme modifications
@@ -567,9 +153,6 @@ export default function ProductPage({ product }) {
 }
 ```
 
-### Placement Instructions
-Where to add the code and how
-
 ### Testing Checklist
 - [ ] Validates in Rich Results Test
 - [ ] No errors or warnings
@@ -578,19 +161,19 @@ Where to add the code and how
 
 ---
 
-## Questions to Ask
+## Task-Specific Questions
 
-If you need more context:
 1. What type of page is this?
 2. What rich results are you hoping to achieve?
 3. What data is available to populate the schema?
 4. Is there existing schema on the page?
-5. What's your tech stack for implementation?
+5. What's your tech stack?
 
 ---
 
 ## Related Skills
 
 - **seo-audit**: For overall SEO including schema review
+- **ai-seo**: For AI search optimization (schema helps AI understand content)
 - **programmatic-seo**: For templated schema at scale
-- **analytics-tracking**: For measuring rich result impact
+- **site-architecture**: For breadcrumb structure and navigation schema planning

skills/schema-markup/references/schema-examples.md

@@ -0,0 +1,398 @@
+# Schema Markup Examples
+
+Complete JSON-LD examples for common schema types.
+
+## Contents
+- Organization
+- WebSite (with SearchAction)
+- Article / BlogPosting
+- Product
+- SoftwareApplication
+- FAQPage
+- HowTo
+- BreadcrumbList
+- LocalBusiness
+- Event
+- Multiple Schema Types
+- Implementation Example (Next.js)
+
+## Organization
+
+For company/brand homepage or about page.
+
+```json
+{
+  "@context": "https://schema.org",
+  "@type": "Organization",
+  "name": "Example Company",
+  "url": "https://example.com",
+  "logo": "https://example.com/logo.png",
+  "sameAs": [
+    "https://twitter.com/example",
+    "https://linkedin.com/company/example",
+    "https://facebook.com/example"
+  ],
+  "contactPoint": {
+    "@type": "ContactPoint",
+    "telephone": "+1-555-555-5555",
+    "contactType": "customer service"
+  }
+}
+```
+
+---
+
+## WebSite (with SearchAction)
+
+For homepage, enables sitelinks search box.
+
+```json
+{
+  "@context": "https://schema.org",
+  "@type": "WebSite",
+  "name": "Example",
+  "url": "https://example.com",
+  "potentialAction": {
+    "@type": "SearchAction",
+    "target": {
+      "@type": "EntryPoint",
+      "urlTemplate": "https://example.com/search?q={search_term_string}"
+    },
+    "query-input": "required name=search_term_string"
+  }
+}
+```
+
+---
+
+## Article / BlogPosting
+
+For blog posts and news articles.
+
+```json
+{
+  "@context": "https://schema.org",
+  "@type": "Article",
+  "headline": "How to Implement Schema Markup",
+  "image": "https://example.com/image.jpg",
+  "datePublished": "2024-01-15T08:00:00+00:00",
+  "dateModified": "2024-01-20T10:00:00+00:00",
+  "author": {
+    "@type": "Person",
+    "name": "Jane Doe",
+    "url": "https://example.com/authors/jane"
+  },
+  "publisher": {
+    "@type": "Organization",
+    "name": "Example Company",
+    "logo": {
+      "@type": "ImageObject",
+      "url": "https://example.com/logo.png"
+    }
+  },
+  "description": "A complete guide to implementing schema markup...",
+  "mainEntityOfPage": {
+    "@type": "WebPage",
+    "@id": "https://example.com/schema-guide"
+  }
+}
+```
+
+---
+
+## Product
+
+For product pages (e-commerce or SaaS).
+
+```json
+{
+  "@context": "https://schema.org",
+  "@type": "Product",
+  "name": "Premium Widget",
+  "image": "https://example.com/widget.jpg",
+  "description": "Our best-selling widget for professionals",
+  "sku": "WIDGET-001",
+  "brand": {
+    "@type": "Brand",
+    "name": "Example Co"
+  },
+  "offers": {
+    "@type": "Offer",
+    "url": "https://example.com/products/widget",
+    "priceCurrency": "USD",
+    "price": "99.99",
+    "availability": "https://schema.org/InStock",
+    "priceValidUntil": "2024-12-31"
+  },
+  "aggregateRating": {
+    "@type": "AggregateRating",
+    "ratingValue": "4.8",
+    "reviewCount": "127"
+  }
+}
+```
+
+---
+
+## SoftwareApplication
+
+For SaaS product pages and app landing pages.
+
+```json
+{
+  "@context": "https://schema.org",
+  "@type": "SoftwareApplication",
+  "name": "Example App",
+  "applicationCategory": "BusinessApplication",
+  "operatingSystem": "Web, iOS, Android",
+  "offers": {
+    "@type": "Offer",
+    "price": "0",
+    "priceCurrency": "USD"
+  },
+  "aggregateRating": {
+    "@type": "AggregateRating",
+    "ratingValue": "4.6",
+    "ratingCount": "1250"
+  }
+}
+```
+
+---
+
+## FAQPage
+
+For pages with frequently asked questions.
+
+```json
+{
+  "@context": "https://schema.org",
+  "@type": "FAQPage",
+  "mainEntity": [
+    {
+      "@type": "Question",
+      "name": "What is schema markup?",
+      "acceptedAnswer": {
+        "@type": "Answer",
+        "text": "Schema markup is a structured data vocabulary that helps search engines understand your content..."
+      }
+    },
+    {
+      "@type": "Question",
+      "name": "How do I implement schema?",
+      "acceptedAnswer": {
+        "@type": "Answer",
+        "text": "The recommended approach is to use JSON-LD format, placing the script in your page's head..."
+      }
+    }
+  ]
+}
+```
+
+---
+
+## HowTo
+
+For instructional content and tutorials.
+
+```json
+{
+  "@context": "https://schema.org",
+  "@type": "HowTo",
+  "name": "How to Add Schema Markup to Your Website",
+  "description": "A step-by-step guide to implementing JSON-LD schema",
+  "totalTime": "PT15M",
+  "step": [
+    {
+      "@type": "HowToStep",
+      "name": "Choose your schema type",
+      "text": "Identify the appropriate schema type for your page content...",
+      "url": "https://example.com/guide#step1"
+    },
+    {
+      "@type": "HowToStep",
+      "name": "Write the JSON-LD",
+      "text": "Create the JSON-LD markup following schema.org specifications...",
+      "url": "https://example.com/guide#step2"
+    },
+    {
+      "@type": "HowToStep",
+      "name": "Add to your page",
+      "text": "Insert the script tag in your page's head section...",
+      "url": "https://example.com/guide#step3"
+    }
+  ]
+}
+```
+
+---
+
+## BreadcrumbList
+
+For any page with breadcrumb navigation.
+
+```json
+{
+  "@context": "https://schema.org",
+  "@type": "BreadcrumbList",
+  "itemListElement": [
+    {
+      "@type": "ListItem",
+      "position": 1,
+      "name": "Home",
+      "item": "https://example.com"
+    },
+    {
+      "@type": "ListItem",
+      "position": 2,
+      "name": "Blog",
+      "item": "https://example.com/blog"
+    },
+    {
+      "@type": "ListItem",
+      "position": 3,
+      "name": "SEO Guide",
+      "item": "https://example.com/blog/seo-guide"
+    }
+  ]
+}
+```
+
+---
+
+## LocalBusiness
+
+For local business location pages.
+
+```json
+{
+  "@context": "https://schema.org",
+  "@type": "LocalBusiness",
+  "name": "Example Coffee Shop",
+  "image": "https://example.com/shop.jpg",
+  "address": {
+    "@type": "PostalAddress",
+    "streetAddress": "123 Main Street",
+    "addressLocality": "San Francisco",
+    "addressRegion": "CA",
+    "postalCode": "94102",
+    "addressCountry": "US"
+  },
+  "geo": {
+    "@type": "GeoCoordinates",
+    "latitude": "37.7749",
+    "longitude": "-122.4194"
+  },
+  "telephone": "+1-555-555-5555",
+  "openingHoursSpecification": [
+    {
+      "@type": "OpeningHoursSpecification",
+      "dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
+      "opens": "08:00",
+      "closes": "18:00"
+    }
+  ],
+  "priceRange": "$$"
+}
+```
+
+---
+
+## Event
+
+For event pages, webinars, conferences.
+
+```json
+{
+  "@context": "https://schema.org",
+  "@type": "Event",
+  "name": "Annual Marketing Conference",
+  "startDate": "2024-06-15T09:00:00-07:00",
+  "endDate": "2024-06-15T17:00:00-07:00",
+  "eventAttendanceMode": "https://schema.org/OnlineEventAttendanceMode",
+  "eventStatus": "https://schema.org/EventScheduled",
+  "location": {
+    "@type": "VirtualLocation",
+    "url": "https://example.com/conference"
+  },
+  "image": "https://example.com/conference.jpg",
+  "description": "Join us for our annual marketing conference...",
+  "offers": {
+    "@type": "Offer",
+    "url": "https://example.com/conference/tickets",
+    "price": "199",
+    "priceCurrency": "USD",
+    "availability": "https://schema.org/InStock",
+    "validFrom": "2024-01-01"
+  },
+  "performer": {
+    "@type": "Organization",
+    "name": "Example Company"
+  },
+  "organizer": {
+    "@type": "Organization",
+    "name": "Example Company",
+    "url": "https://example.com"
+  }
+}
+```
+
+---
+
+## Multiple Schema Types
+
+Combine multiple schema types using @graph.
+
+```json
+{
+  "@context": "https://schema.org",
+  "@graph": [
+    {
+      "@type": "Organization",
+      "@id": "https://example.com/#organization",
+      "name": "Example Company",
+      "url": "https://example.com"
+    },
+    {
+      "@type": "WebSite",
+      "@id": "https://example.com/#website",
+      "url": "https://example.com",
+      "name": "Example",
+      "publisher": {
+        "@id": "https://example.com/#organization"
+      }
+    },
+    {
+      "@type": "BreadcrumbList",
+      "itemListElement": [...]
+    }
+  ]
+}
+```
+
+---
+
+## Implementation Example (Next.js)
+
+```jsx
+export default function ProductPage({ product }) {
+  const schema = {
+    "@context": "https://schema.org",
+    "@type": "Product",
+    name: product.name,
+    // ... other properties
+  };
+
+  return (
+    <>
+      <Head>
+        <script
+          type="application/ld+json"
+          dangerouslySetInnerHTML={{ __html: JSON.stringify(schema) }}
+        />
+      </Head>
+      {/* Page content */}
+    </>
+  );
+}
+```

skills/seo-audit/SKILL.md

@@ -1,6 +1,8 @@
 ---
 name: seo-audit
-description: When the user wants to audit, review, or diagnose SEO issues on their site. Also use when the user mentions "SEO audit," "technical SEO," "why am I not ranking," "SEO issues," "on-page SEO," "meta tags review," or "SEO health check." For building pages at scale to target keywords, see programmatic-seo. For adding structured data, see schema-markup.
+description: When the user wants to audit, review, or diagnose SEO issues on their site. Also use when the user mentions "SEO audit," "technical SEO," "why am I not ranking," "SEO issues," "on-page SEO," "meta tags review," "SEO health check," "my traffic dropped," "lost rankings," "not showing up in Google," "site isn't ranking," "Google update hit me," "page speed," "core web vitals," "crawl errors," or "indexing issues." Use this even if the user just says something vague like "my SEO is bad" or "help with SEO" — start with an audit. For building pages at scale to target keywords, see programmatic-seo. For adding structured data, see schema-markup. For AI search optimization, see ai-seo.
+metadata:
+  version: 1.1.0
 ---
 
 # SEO Audit
@@ -9,6 +11,9 @@ You are an expert in search engine optimization. Your goal is to identify SEO is
 
 ## Initial Assessment
 
+**Check for product marketing context first:**
+If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
 Before auditing, understand:
 
 1. **Site Context**
@@ -30,6 +35,19 @@ Before auditing, understand:
 
 ## Audit Framework
 
+### ⚠️ Important: Schema Markup Detection Limitation
+
+**`web_fetch` and `curl` cannot reliably detect structured data / schema markup.**
+
+Many CMS plugins (AIOSEO, Yoast, RankMath) inject JSON-LD via client-side JavaScript — it won't appear in static HTML or `web_fetch` output (which strips `<script>` tags during conversion).
+
+**To accurately check for schema markup, use one of these methods:**
+1. **Browser tool** — render the page and run: `document.querySelectorAll('script[type="application/ld+json"]')`
+2. **Google Rich Results Test** — https://search.google.com/test/rich-results
+3. **Screaming Frog export** — if the client provides one, use it (SF renders JavaScript)
+
+**Never report "no schema found" based solely on `web_fetch` or `curl`.** This has led to false audit findings in production.
+
 ### Priority Order
 1. **Crawlability & Indexation** (can Google find and index it?)
 2. **Technical Foundations** (is the site fast and functional?)
@@ -347,16 +365,25 @@ Same format as above
 
 ---
 
+## References
+
+- [AI Writing Detection](references/ai-writing-detection.md): Common AI writing patterns to avoid (em dashes, overused phrases, filler words)
+- For AI search optimization (AEO, GEO, LLMO, AI Overviews), see the **ai-seo** skill
+
+---
+
 ## Tools Referenced
 
 **Free Tools**
 - Google Search Console (essential)
 - Google PageSpeed Insights
 - Bing Webmaster Tools
-- Rich Results Test
+- Rich Results Test (**use this for schema validation — it renders JavaScript**)
 - Mobile-Friendly Test
 - Schema Validator
 
+> **Note on schema detection:** `web_fetch` strips `<script>` tags (including JSON-LD) and cannot detect JS-injected schema. Always use the browser tool, Rich Results Test, or Screaming Frog for schema checks. See the warning at the top of the Audit Framework section.
+
 **Paid Tools** (if available)
 - Screaming Frog
 - Ahrefs / Semrush
@@ -365,9 +392,8 @@ Same format as above
 
 ---
 
-## Questions to Ask
+## Task-Specific Questions
 
-If you need more context:
 1. What pages/keywords matter most?
 2. Do you have Search Console access?
 3. Any recent changes or migrations?
@@ -378,7 +404,9 @@ If you need more context:
 
 ## Related Skills
 
+- **ai-seo**: For optimizing content for AI search engines (AEO, GEO, LLMO)
 - **programmatic-seo**: For building SEO pages at scale
+- **site-architecture**: For page hierarchy, navigation design, and URL structure
 - **schema-markup**: For implementing structured data
 - **page-cro**: For optimizing pages for conversion (not just ranking)
 - **analytics-tracking**: For measuring SEO performance

skills/seo-audit/references/ai-writing-detection.md

@@ -0,0 +1,200 @@
+# AI Writing Detection
+
+Words, phrases, and punctuation patterns commonly associated with AI-generated text. Avoid these to ensure writing sounds natural and human.
+
+Sources: Grammarly (2025), Microsoft 365 Life Hacks (2025), GPTHuman (2025), Walter Writes (2025), Textero (2025), Plagiarism Today (2025), Rolling Stone (2025), MDPI Blog (2025)
+
+---
+
+## Contents
+- Em Dashes: The Primary AI Tell
+- Overused Verbs
+- Overused Adjectives
+- Overused Transitions and Connectors
+- Phrases That Signal AI Writing (Opening Phrases, Transitional Phrases, Concluding Phrases, Structural Patterns)
+- Filler Words and Empty Intensifiers
+- Academic-Specific AI Tells
+- How to Self-Check
+
+## Em Dashes: The Primary AI Tell
+
+**The em dash (—) has become one of the most reliable markers of AI-generated content.**
+
+Em dashes are longer than hyphens (-) and are used for emphasis, interruptions, or parenthetical information. While they have legitimate uses in writing, AI models drastically overuse them.
+
+### Why Em Dashes Signal AI Writing
+- AI models were trained on edited books, academic papers, and style guides where em dashes appear frequently
+- AI uses em dashes as a shortcut for sentence variety instead of commas, colons, or parentheses
+- Most human writers rarely use em dashes because they don't exist as a standard keyboard key
+- The overuse is so consistent that it has become the unofficial signature of ChatGPT writing
+
+### What To Do Instead
+| Instead of | Use |
+|------------|-----|
+| The results—which were surprising—showed... | The results, which were surprising, showed... |
+| This approach—unlike traditional methods—allows... | This approach, unlike traditional methods, allows... |
+| The study found—as expected—that... | The study found, as expected, that... |
+| Communication skills—both written and verbal—are essential | Communication skills (both written and verbal) are essential |
+
+### Guidelines
+- Use commas for most parenthetical information
+- Use colons to introduce explanations or lists
+- Use parentheses for supplementary information
+- Reserve em dashes for rare, deliberate emphasis only
+- If you find yourself using more than one em dash per page, revise
+
+---
+
+## Overused Verbs
+
+| Avoid | Use Instead |
+|-------|-------------|
+| delve (into) | explore, examine, investigate, look at |
+| leverage | use, apply, draw on |
+| optimise | improve, refine, enhance |
+| utilise | use |
+| facilitate | help, enable, support |
+| foster | encourage, support, develop, nurture |
+| bolster | strengthen, support, reinforce |
+| underscore | emphasise, highlight, stress |
+| unveil | reveal, show, introduce, present |
+| navigate | manage, handle, work through |
+| streamline | simplify, make more efficient |
+| enhance | improve, strengthen |
+| endeavour | try, attempt, effort |
+| ascertain | find out, determine, establish |
+| elucidate | explain, clarify, make clear |
+
+---
+
+## Overused Adjectives
+
+| Avoid | Use Instead |
+|-------|-------------|
+| robust | strong, reliable, thorough, solid |
+| comprehensive | complete, thorough, full, detailed |
+| pivotal | key, critical, central, important |
+| crucial | important, key, essential, critical |
+| vital | important, essential, necessary |
+| transformative | significant, important, major |
+| cutting-edge | new, advanced, recent, modern |
+| groundbreaking | new, original, significant |
+| innovative | new, original, creative |
+| seamless | smooth, easy, effortless |
+| intricate | complex, detailed, complicated |
+| nuanced | subtle, complex, detailed |
+| multifaceted | complex, varied, diverse |
+| holistic | complete, whole, comprehensive |
+
+---
+
+## Overused Transitions and Connectors
+
+| Avoid | Use Instead |
+|-------|-------------|
+| furthermore | also, in addition, and |
+| moreover | also, and, besides |
+| notwithstanding | despite, even so, still |
+| that being said | however, but, still |
+| at its core | essentially, fundamentally, basically |
+| to put it simply | in short, simply put |
+| it is worth noting that | note that, importantly |
+| in the realm of | in, within, regarding |
+| in the landscape of | in, within |
+| in today's [anything] | currently, now, today |
+
+---
+
+## Phrases That Signal AI Writing
+
+### Opening Phrases to Avoid
+- "In today's fast-paced world..."
+- "In today's digital age..."
+- "In an era of..."
+- "In the ever-evolving landscape of..."
+- "In the realm of..."
+- "It's important to note that..."
+- "Let's delve into..."
+- "Imagine a world where..."
+
+### Transitional Phrases to Avoid
+- "That being said..."
+- "With that in mind..."
+- "It's worth mentioning that..."
+- "At its core..."
+- "To put it simply..."
+- "In essence..."
+- "This begs the question..."
+
+### Concluding Phrases to Avoid
+- "In conclusion..."
+- "To sum up..."
+- "By [doing X], you can [achieve Y]..."
+- "In the final analysis..."
+- "All things considered..."
+- "At the end of the day..."
+
+### Structural Patterns to Avoid
+- "Whether you're a [X], [Y], or [Z]..." (listing three examples after "whether")
+- "It's not just [X], it's also [Y]..."
+- "Think of [X] as [elaborate metaphor]..."
+- Starting sentences with "By" followed by a gerund: "By understanding X, you can Y..."
+
+---
+
+## Filler Words and Empty Intensifiers
+
+These words often add nothing to meaning. Remove them or find specific alternatives:
+
+- absolutely
+- actually
+- basically
+- certainly
+- clearly
+- definitely
+- essentially
+- extremely
+- fundamentally
+- incredibly
+- interestingly
+- naturally
+- obviously
+- quite
+- really
+- significantly
+- simply
+- surely
+- truly
+- ultimately
+- undoubtedly
+- very
+
+---
+
+## Academic-Specific AI Tells
+
+| Avoid | Use Instead |
+|-------|-------------|
+| shed light on | clarify, explain, reveal |
+| pave the way for | enable, allow, make possible |
+| a myriad of | many, numerous, various |
+| a plethora of | many, numerous, several |
+| paramount | very important, essential, critical |
+| pertaining to | about, regarding, concerning |
+| prior to | before |
+| subsequent to | after |
+| in light of | because of, given, considering |
+| with respect to | about, regarding, for |
+| in terms of | regarding, for, about |
+| the fact that | that (or rewrite sentence) |
+
+---
+
+## How to Self-Check
+
+1. Read your text aloud. If phrases sound unnatural in speech, revise them
+2. Ask: "Would I say this in a conversation with a colleague?"
+3. Check for repetitive sentence structures
+4. Look for clusters of the words listed above
+5. Ensure varied sentence lengths (not all similar length)
+6. Verify each intensifier adds genuine meaning

skills/signup-flow-cro/SKILL.md

@@ -1,6 +1,8 @@
 ---
 name: signup-flow-cro
-description: When the user wants to optimize signup, registration, account creation, or trial activation flows. Also use when the user mentions "signup conversions," "registration friction," "signup form optimization," "free trial signup," "reduce signup dropoff," or "account creation flow." For post-signup onboarding, see onboarding-cro. For lead capture forms (not account creation), see form-cro.
+description: When the user wants to optimize signup, registration, account creation, or trial activation flows. Also use when the user mentions "signup conversions," "registration friction," "signup form optimization," "free trial signup," "reduce signup dropoff," "account creation flow," "people aren't signing up," "signup abandonment," "trial conversion rate," "nobody completes registration," "too many steps to sign up," or "simplify our signup." Use this whenever the user has a signup or registration flow that isn't performing. For post-signup onboarding, see onboarding-cro. For lead capture forms (not account creation), see form-cro.
+metadata:
+  version: 1.1.0
 ---
 
 # Signup Flow CRO
@@ -9,6 +11,9 @@ You are an expert in optimizing signup and registration flows. Your goal is to r
 
 ## Initial Assessment
 
+**Check for product marketing context first:**
+If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
 Before providing recommendations, understand:
 
 1. **Flow Type**
@@ -336,9 +341,8 @@ Organized by:
 
 ---
 
-## Questions to Ask
+## Task-Specific Questions
 
-If you need more context:
 1. What's your current signup completion rate?
 2. Do you have field-level analytics on drop-off?
 3. What data is absolutely required before they can use the product?

skills/site-architecture/SKILL.md

@@ -0,0 +1,357 @@
+---
+name: site-architecture
+description: When the user wants to plan, map, or restructure their website's page hierarchy, navigation, URL structure, or internal linking. Also use when the user mentions "sitemap," "site map," "visual sitemap," "site structure," "page hierarchy," "information architecture," "IA," "navigation design," "URL structure," "breadcrumbs," "internal linking strategy," "website planning," "what pages do I need," "how should I organize my site," or "site navigation." Use this whenever someone is planning what pages a website should have and how they connect. NOT for XML sitemaps (that's technical SEO — see seo-audit). For SEO audits, see seo-audit. For structured data, see schema-markup.
+metadata:
+  version: 1.1.0
+---
+
+# Site Architecture
+
+You are an information architecture expert. Your goal is to help plan website structure — page hierarchy, navigation, URL patterns, and internal linking — so the site is intuitive for users and optimized for search engines.
+
+## Before Planning
+
+**Check for product marketing context first:**
+If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
+Gather this context (ask if not provided):
+
+### 1. Business Context
+- What does the company do?
+- Who are the primary audiences?
+- What are the top 3 goals for the site? (conversions, SEO traffic, education, support)
+
+### 2. Current State
+- New site or restructuring an existing one?
+- If restructuring: what's broken? (high bounce, poor SEO, users can't find things)
+- Existing URLs that must be preserved (for redirects)?
+
+### 3. Site Type
+- SaaS marketing site
+- Content/blog site
+- E-commerce
+- Documentation
+- Hybrid (SaaS + content)
+- Small business / local
+
+### 4. Content Inventory
+- How many pages exist or are planned?
+- What are the most important pages? (by traffic, conversions, or business value)
+- Any planned sections or expansions?
+
+---
+
+## Site Types and Starting Points
+
+| Site Type | Typical Depth | Key Sections | URL Pattern |
+|-----------|--------------|--------------|-------------|
+| SaaS marketing | 2-3 levels | Home, Features, Pricing, Blog, Docs | `/features/name`, `/blog/slug` |
+| Content/blog | 2-3 levels | Home, Blog, Categories, About | `/blog/slug`, `/category/slug` |
+| E-commerce | 3-4 levels | Home, Categories, Products, Cart | `/category/subcategory/product` |
+| Documentation | 3-4 levels | Home, Guides, API Reference | `/docs/section/page` |
+| Hybrid SaaS+content | 3-4 levels | Home, Product, Blog, Resources, Docs | `/product/feature`, `/blog/slug` |
+| Small business | 1-2 levels | Home, Services, About, Contact | `/services/name` |
+
+**For full page hierarchy templates**: See [references/site-type-templates.md](references/site-type-templates.md)
+
+---
+
+## Page Hierarchy Design
+
+### The 3-Click Rule
+
+Users should reach any important page within 3 clicks from the homepage. This isn't absolute, but if critical pages are buried 4+ levels deep, something is wrong.
+
+### Flat vs Deep
+
+| Approach | Best For | Tradeoff |
+|----------|----------|----------|
+| Flat (2 levels) | Small sites, portfolios | Simple but doesn't scale |
+| Moderate (3 levels) | Most SaaS, content sites | Good balance of depth and findability |
+| Deep (4+ levels) | E-commerce, large docs | Scales but risks burying content |
+
+**Rule of thumb**: Go as flat as possible while keeping navigation clean. If a nav dropdown has 20+ items, add a level of hierarchy.
+
+### Hierarchy Levels
+
+| Level | What It Is | Example |
+|-------|-----------|---------|
+| L0 | Homepage | `/` |
+| L1 | Primary sections | `/features`, `/blog`, `/pricing` |
+| L2 | Section pages | `/features/analytics`, `/blog/seo-guide` |
+| L3+ | Detail pages | `/docs/api/authentication` |
+
+### ASCII Tree Format
+
+Use this format for page hierarchies:
+
+```
+Homepage (/)
+├── Features (/features)
+│   ├── Analytics (/features/analytics)
+│   ├── Automation (/features/automation)
+│   └── Integrations (/features/integrations)
+├── Pricing (/pricing)
+├── Blog (/blog)
+│   ├── [Category: SEO] (/blog/category/seo)
+│   └── [Category: CRO] (/blog/category/cro)
+├── Resources (/resources)
+│   ├── Case Studies (/resources/case-studies)
+│   └── Templates (/resources/templates)
+├── Docs (/docs)
+│   ├── Getting Started (/docs/getting-started)
+│   └── API Reference (/docs/api)
+├── About (/about)
+│   └── Careers (/about/careers)
+└── Contact (/contact)
+```
+
+**When to use ASCII vs Mermaid**:
+- ASCII: quick hierarchy drafts, text-only contexts, simple structures
+- Mermaid: visual presentations, complex relationships, showing nav zones or linking patterns
+
+---
+
+## Navigation Design
+
+### Navigation Types
+
+| Nav Type | Purpose | Placement |
+|----------|---------|-----------|
+| Header nav | Primary navigation, always visible | Top of every page |
+| Dropdown menus | Organize sub-pages under parent | Expands from header items |
+| Footer nav | Secondary links, legal, sitemap | Bottom of every page |
+| Sidebar nav | Section navigation (docs, blog) | Left side within a section |
+| Breadcrumbs | Show current location in hierarchy | Below header, above content |
+| Contextual links | Related content, next steps | Within page content |
+
+### Header Navigation Rules
+
+- **4-7 items max** in the primary nav (more causes decision paralysis)
+- **CTA button** goes rightmost (e.g., "Start Free Trial," "Get Started")
+- **Logo** links to homepage (left side)
+- **Order by priority**: most important/visited pages first
+- If you have a mega menu, limit to 3-4 columns
+
+### Footer Organization
+
+Group footer links into columns:
+- **Product**: Features, Pricing, Integrations, Changelog
+- **Resources**: Blog, Case Studies, Templates, Docs
+- **Company**: About, Careers, Contact, Press
+- **Legal**: Privacy, Terms, Security
+
+### Breadcrumb Format
+
+```
+Home > Features > Analytics
+Home > Blog > SEO Category > Post Title
+```
+
+Breadcrumbs should mirror the URL hierarchy. Every breadcrumb segment should be a clickable link except the current page.
+
+**For detailed navigation patterns**: See [references/navigation-patterns.md](references/navigation-patterns.md)
+
+---
+
+## URL Structure
+
+### Design Principles
+
+1. **Readable by humans** — `/features/analytics` not `/f/a123`
+2. **Hyphens, not underscores** — `/blog/seo-guide` not `/blog/seo_guide`
+3. **Reflect the hierarchy** — URL path should match site structure
+4. **Consistent trailing slash policy** — pick one (with or without) and enforce it
+5. **Lowercase always** — `/About` should redirect to `/about`
+6. **Short but descriptive** — `/blog/how-to-improve-landing-page-conversion-rates` is too long; `/blog/landing-page-conversions` is better
+
+### URL Patterns by Page Type
+
+| Page Type | Pattern | Example |
+|-----------|---------|---------|
+| Homepage | `/` | `example.com` |
+| Feature page | `/features/{name}` | `/features/analytics` |
+| Pricing | `/pricing` | `/pricing` |
+| Blog post | `/blog/{slug}` | `/blog/seo-guide` |
+| Blog category | `/blog/category/{slug}` | `/blog/category/seo` |
+| Case study | `/customers/{slug}` | `/customers/acme-corp` |
+| Documentation | `/docs/{section}/{page}` | `/docs/api/authentication` |
+| Legal | `/{page}` | `/privacy`, `/terms` |
+| Landing page | `/{slug}` or `/lp/{slug}` | `/free-trial`, `/lp/webinar` |
+| Comparison | `/compare/{competitor}` or `/vs/{competitor}` | `/compare/competitor-name` |
+| Integration | `/integrations/{name}` | `/integrations/slack` |
+| Template | `/templates/{slug}` | `/templates/marketing-plan` |
+
+### Common Mistakes
+
+- **Dates in blog URLs** — `/blog/2024/01/15/post-title` adds no value and makes URLs long. Use `/blog/post-title`.
+- **Over-nesting** — `/products/category/subcategory/item/detail` is too deep. Flatten where possible.
+- **Changing URLs without redirects** — Every old URL must 301 redirect to its new URL. No exceptions.
+- **IDs in URLs** — `/product/12345` is not human-readable. Use slugs.
+- **Query parameters for content** — `/blog?id=123` should be `/blog/post-title`.
+- **Inconsistent patterns** — Don't mix `/features/analytics` and `/product/automation`. Pick one parent.
+
+### Breadcrumb-URL Alignment
+
+The breadcrumb trail should mirror the URL path:
+
+| URL | Breadcrumb |
+|-----|-----------|
+| `/features/analytics` | Home > Features > Analytics |
+| `/blog/seo-guide` | Home > Blog > SEO Guide |
+| `/docs/api/auth` | Home > Docs > API > Authentication |
+
+---
+
+## Visual Sitemap Output (Mermaid)
+
+Use Mermaid `graph TD` for visual sitemaps. This makes hierarchy relationships clear and can annotate navigation zones.
+
+### Basic Hierarchy
+
+```mermaid
+graph TD
+    HOME[Homepage] --> FEAT[Features]
+    HOME --> PRICE[Pricing]
+    HOME --> BLOG[Blog]
+    HOME --> ABOUT[About]
+
+    FEAT --> F1[Analytics]
+    FEAT --> F2[Automation]
+    FEAT --> F3[Integrations]
+
+    BLOG --> B1[Post 1]
+    BLOG --> B2[Post 2]
+```
+
+### With Navigation Zones
+
+```mermaid
+graph TD
+    subgraph Header Nav
+        HOME[Homepage]
+        FEAT[Features]
+        PRICE[Pricing]
+        BLOG[Blog]
+        CTA[Get Started]
+    end
+
+    subgraph Footer Nav
+        ABOUT[About]
+        CAREERS[Careers]
+        CONTACT[Contact]
+        PRIVACY[Privacy]
+    end
+
+    HOME --> FEAT
+    HOME --> PRICE
+    HOME --> BLOG
+    HOME --> ABOUT
+
+    FEAT --> F1[Analytics]
+    FEAT --> F2[Automation]
+```
+
+**For more Mermaid templates**: See [references/mermaid-templates.md](references/mermaid-templates.md)
+
+---
+
+## Internal Linking Strategy
+
+### Link Types
+
+| Type | Purpose | Example |
+|------|---------|---------|
+| Navigational | Move between sections | Header, footer, sidebar links |
+| Contextual | Related content within text | "Learn more about [analytics](/features/analytics)" |
+| Hub-and-spoke | Connect cluster content to hub | Blog posts linking to pillar page |
+| Cross-section | Connect related pages across sections | Feature page linking to related case study |
+
+### Internal Linking Rules
+
+1. **No orphan pages** — every page must have at least one internal link pointing to it
+2. **Descriptive anchor text** — "our analytics features" not "click here"
+3. **5-10 internal links per 1000 words** of content (approximate guideline)
+4. **Link to important pages more often** — homepage, key feature pages, pricing
+5. **Use breadcrumbs** — free internal links on every page
+6. **Related content sections** — "Related Posts" or "You might also like" at page bottom
+
+### Hub-and-Spoke Model
+
+For content-heavy sites, organize around hub pages:
+
+```
+Hub: /blog/seo-guide (comprehensive overview)
+├── Spoke: /blog/keyword-research (links back to hub)
+├── Spoke: /blog/on-page-seo (links back to hub)
+├── Spoke: /blog/technical-seo (links back to hub)
+└── Spoke: /blog/link-building (links back to hub)
+```
+
+Each spoke links back to the hub. The hub links to all spokes. Spokes link to each other where relevant.
+
+### Link Audit Checklist
+
+- [ ] Every page has at least one inbound internal link
+- [ ] No broken internal links (404s)
+- [ ] Anchor text is descriptive (not "click here" or "read more")
+- [ ] Important pages have the most inbound internal links
+- [ ] Breadcrumbs are implemented on all pages
+- [ ] Related content links exist on blog posts
+- [ ] Cross-section links connect features to case studies, blog to product pages
+
+---
+
+## Output Format
+
+When creating a site architecture plan, provide these deliverables:
+
+### 1. Page Hierarchy (ASCII Tree)
+Full site structure with URLs at each node. Use the ASCII tree format from the Page Hierarchy Design section.
+
+### 2. Visual Sitemap (Mermaid)
+Mermaid diagram showing page relationships and navigation zones. Use `graph TD` with subgraphs for nav zones where helpful.
+
+### 3. URL Map Table
+
+| Page | URL | Parent | Nav Location | Priority |
+|------|-----|--------|-------------|----------|
+| Homepage | `/` | — | Header | High |
+| Features | `/features` | Homepage | Header | High |
+| Analytics | `/features/analytics` | Features | Header dropdown | Medium |
+| Pricing | `/pricing` | Homepage | Header | High |
+| Blog | `/blog` | Homepage | Header | Medium |
+
+### 4. Navigation Spec
+- Header nav items (ordered, with CTA)
+- Footer sections and links
+- Sidebar nav (if applicable)
+- Breadcrumb implementation notes
+
+### 5. Internal Linking Plan
+- Hub pages and their spokes
+- Cross-section link opportunities
+- Orphan page audit (if restructuring)
+- Recommended links per key page
+
+---
+
+## Task-Specific Questions
+
+1. Is this a new site or are you restructuring an existing one?
+2. What type of site is it? (SaaS, content, e-commerce, docs, hybrid, small business)
+3. How many pages exist or are planned?
+4. What are the 5 most important pages on the site?
+5. Are there existing URLs that need to be preserved or redirected?
+6. Who are the primary audiences, and what are they trying to accomplish on the site?
+
+---
+
+## Related Skills
+
+- **content-strategy**: For planning what content to create and topic clusters
+- **programmatic-seo**: For building SEO pages at scale with templates and data
+- **seo-audit**: For technical SEO, on-page optimization, and indexation issues
+- **page-cro**: For optimizing individual pages for conversion
+- **schema-markup**: For implementing breadcrumb and site navigation structured data
+- **competitor-alternatives**: For comparison page frameworks and URL patterns

skills/site-architecture/references/mermaid-templates.md

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+# Mermaid Diagram Templates
+
+Copy-paste-ready Mermaid diagrams for visual sitemaps. Customize node labels and connections for your site.
+
+---
+
+## Basic Hierarchy
+
+Simple top-down page hierarchy.
+
+```mermaid
+graph TD
+    HOME["Homepage<br/>/"] --> FEAT["Features<br/>/features"]
+    HOME --> PRICE["Pricing<br/>/pricing"]
+    HOME --> BLOG["Blog<br/>/blog"]
+    HOME --> ABOUT["About<br/>/about"]
+
+    FEAT --> F1["Analytics<br/>/features/analytics"]
+    FEAT --> F2["Automation<br/>/features/automation"]
+    FEAT --> F3["Integrations<br/>/features/integrations"]
+
+    BLOG --> B1["Post: SEO Guide<br/>/blog/seo-guide"]
+    BLOG --> B2["Post: CRO Tips<br/>/blog/cro-tips"]
+```
+
+---
+
+## Hierarchy with Navigation Zones
+
+Uses subgraphs to show which pages appear in which navigation area.
+
+```mermaid
+graph TD
+    subgraph "Header Nav"
+        HOME["Homepage"]
+        FEAT["Features"]
+        PRICE["Pricing"]
+        BLOG["Blog"]
+        CTA["Get Started ★"]
+    end
+
+    subgraph "Feature Pages"
+        F1["Analytics"]
+        F2["Automation"]
+        F3["Integrations"]
+    end
+
+    subgraph "Footer Nav"
+        ABOUT["About"]
+        CAREERS["Careers"]
+        CONTACT["Contact"]
+        PRIVACY["Privacy"]
+        TERMS["Terms"]
+    end
+
+    HOME --> FEAT
+    HOME --> PRICE
+    HOME --> BLOG
+    FEAT --> F1
+    FEAT --> F2
+    FEAT --> F3
+    HOME --> ABOUT
+    ABOUT --> CAREERS
+    HOME --> CONTACT
+```
+
+---
+
+## Hierarchy with URL Labels
+
+Each node shows the page name and URL path.
+
+```mermaid
+graph TD
+    HOME["Homepage<br/><small>/</small>"] --> PROD["Product<br/><small>/product</small>"]
+    HOME --> PRICE["Pricing<br/><small>/pricing</small>"]
+    HOME --> BLOG["Blog<br/><small>/blog</small>"]
+    HOME --> DOCS["Docs<br/><small>/docs</small>"]
+    HOME --> ABOUT["About<br/><small>/about</small>"]
+
+    PROD --> P1["Analytics<br/><small>/product/analytics</small>"]
+    PROD --> P2["Reports<br/><small>/product/reports</small>"]
+
+    DOCS --> D1["Getting Started<br/><small>/docs/getting-started</small>"]
+    DOCS --> D2["API Reference<br/><small>/docs/api</small>"]
+```
+
+---
+
+## Hub-and-Spoke Content Model
+
+Shows a hub page connected to spoke articles, with spokes linking to each other.
+
+```mermaid
+graph TD
+    HUB["SEO Guide<br/>(Hub Page)"]
+
+    HUB --> S1["Keyword Research"]
+    HUB --> S2["On-Page SEO"]
+    HUB --> S3["Technical SEO"]
+    HUB --> S4["Link Building"]
+
+    S1 -.-> S2
+    S2 -.-> S3
+    S3 -.-> S4
+
+    style HUB fill:#f9f,stroke:#333,stroke-width:2px
+```
+
+Legend:
+- Solid lines = primary hub-spoke links
+- Dashed lines = cross-links between spokes
+
+---
+
+## Internal Linking Flow
+
+Shows how different site sections link to each other.
+
+```mermaid
+graph LR
+    subgraph "Marketing"
+        HOME["Homepage"]
+        FEAT["Features"]
+        PRICE["Pricing"]
+    end
+
+    subgraph "Content"
+        BLOG["Blog"]
+        GUIDE["Guides"]
+        CASE["Case Studies"]
+    end
+
+    subgraph "Product"
+        DOCS["Docs"]
+        API["API Ref"]
+        CHANGE["Changelog"]
+    end
+
+    BLOG --> FEAT
+    BLOG --> CASE
+    CASE --> FEAT
+    CASE --> PRICE
+    FEAT --> DOCS
+    GUIDE --> BLOG
+    GUIDE --> DOCS
+    HOME --> FEAT
+    HOME --> BLOG
+    HOME --> CASE
+```
+
+---
+
+## Before/After Restructuring
+
+Compare current and proposed site structures side by side.
+
+```mermaid
+graph TD
+    subgraph "Before"
+        B_HOME["Homepage"] --> B_P1["Page 1"]
+        B_HOME --> B_P2["Page 2"]
+        B_HOME --> B_P3["Page 3"]
+        B_HOME --> B_P4["Page 4"]
+        B_HOME --> B_P5["Page 5"]
+        B_HOME --> B_P6["Page 6"]
+        B_HOME --> B_P7["Page 7"]
+        B_HOME --> B_P8["Page 8"]
+    end
+
+    subgraph "After"
+        A_HOME["Homepage"] --> A_S1["Features"]
+        A_HOME --> A_S2["Resources"]
+        A_HOME --> A_S3["Company"]
+        A_S1 --> A_P1["Feature A"]
+        A_S1 --> A_P2["Feature B"]
+        A_S2 --> A_P3["Blog"]
+        A_S2 --> A_P4["Guides"]
+        A_S3 --> A_P5["About"]
+        A_S3 --> A_P6["Contact"]
+    end
+```
+
+---
+
+## Color-Coding Conventions
+
+Use styles to highlight page status, priority, or type.
+
+```mermaid
+graph TD
+    HOME["Homepage"] --> FEAT["Features"]
+    HOME --> PRICE["Pricing"]
+    HOME --> BLOG["Blog"]
+    HOME --> NEW["New Section"]
+    HOME --> REMOVE["Deprecated Page"]
+
+    FEAT --> F1["Existing Feature"]
+    FEAT --> F2["New Feature"]
+
+    style HOME fill:#4CAF50,color:#fff
+    style PRICE fill:#4CAF50,color:#fff
+    style FEAT fill:#4CAF50,color:#fff
+    style BLOG fill:#4CAF50,color:#fff
+    style F1 fill:#4CAF50,color:#fff
+    style NEW fill:#2196F3,color:#fff
+    style F2 fill:#2196F3,color:#fff
+    style REMOVE fill:#f44336,color:#fff
+```
+
+Color key:
+- **Green** (`#4CAF50`): Existing pages (no changes)
+- **Blue** (`#2196F3`): New pages to create
+- **Red** (`#f44336`): Pages to remove or redirect
+- **Yellow** (`#FFC107`): Pages to restructure or move
+- **Purple** (`#9C27B0`): High-priority / CTA pages

skills/site-architecture/references/navigation-patterns.md

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+# Navigation Patterns
+
+Detailed navigation patterns for different site types and contexts.
+
+---
+
+## Header Navigation
+
+### Simple Header (4-6 items)
+
+Best for: small businesses, simple SaaS, portfolios.
+
+```
+[Logo]   Features   Pricing   Blog   About   [CTA Button]
+```
+
+Rules:
+- Logo always links to homepage
+- CTA button is rightmost, visually distinct (filled button, contrasting color)
+- Items ordered by priority (most visited first)
+- Active page gets visual indicator (underline, bold, color)
+
+### Mega Menu Header
+
+Best for: SaaS with many features, e-commerce with categories, large content sites.
+
+```
+[Logo]   Product ▾   Solutions ▾   Resources ▾   Pricing   Docs   [CTA]
+```
+
+When "Product" is hovered/clicked:
+
+```
+┌─────────────────────────────────────────────────┐
+│  Features           Platform        Integrations │
+│  ─────────          ─────────       ──────────── │
+│  Analytics           Security       Slack         │
+│  Automation          API            HubSpot       │
+│  Reporting           Compliance     Salesforce    │
+│  Dashboards                         Zapier        │
+│                                                   │
+│  [See all features →]                             │
+└─────────────────────────────────────────────────┘
+```
+
+Mega menu rules:
+- 2-4 columns max
+- Group items logically (by feature area, use case, or audience)
+- Include a "See all" link at the bottom
+- Don't nest dropdowns inside mega menus
+- Show descriptions for items when labels alone aren't clear
+
+### Split Navigation
+
+Best for: apps with both marketing and product nav.
+
+```
+[Logo]   Features   Pricing   Blog        [Login]   [Sign Up]
+├── Marketing nav (left) ──────┘          └── Auth nav (right) ──┤
+```
+
+Right side handles authentication actions. Left side handles page navigation.
+
+---
+
+## Footer Navigation
+
+### Column-Based Footer (Standard)
+
+Best for: most sites. Organize links into 3-5 themed columns.
+
+```
+┌──────────────────────────────────────────────────────────┐
+│                                                          │
+│  Product          Resources        Company       Legal   │
+│  ─────────        ──────────       ─────────     ─────   │
+│  Features         Blog             About         Privacy │
+│  Pricing          Guides           Careers       Terms   │
+│  Integrations     Templates        Contact       GDPR    │
+│  Changelog        Case Studies     Press                 │
+│  Security         Webinars         Partners              │
+│                                                          │
+│  [Logo]  © 2026 Company Name                             │
+│  Social: [Twitter] [LinkedIn] [GitHub]                   │
+│                                                          │
+└──────────────────────────────────────────────────────────┘
+```
+
+### Minimal Footer
+
+Best for: simple sites, landing pages.
+
+```
+┌──────────────────────────────────────────────────────────┐
+│  [Logo]                                                  │
+│  © 2026 Company  ·  Privacy  ·  Terms  ·  Contact        │
+└──────────────────────────────────────────────────────────┘
+```
+
+### Expanded Footer
+
+Best for: sites using footer for SEO (comparison pages, location pages, resource links).
+
+```
+┌──────────────────────────────────────────────────────────┐
+│  Product     Resources    Compare         Use Cases      │
+│  Features    Blog         vs Competitor A  For Startups  │
+│  Pricing     Guides       vs Competitor B  For Enterprise│
+│  API         Templates    vs Competitor C  For Agencies  │
+│                                                          │
+│  Integrations             Popular Posts                  │
+│  Slack       Zapier       How to Do X                    │
+│  HubSpot     Salesforce   Guide to Y                     │
+│                           Template: Z                    │
+│                                                          │
+│  [Logo]  © 2026  ·  Privacy  ·  Terms  ·  Security      │
+└──────────────────────────────────────────────────────────┘
+```
+
+---
+
+## Sidebar Navigation
+
+### Documentation Sidebar
+
+Persistent left sidebar with collapsible sections.
+
+```
+Getting Started
+  ├── Installation
+  ├── Quick Start
+  └── Configuration
+
+Guides
+  ├── Authentication
+  ├── Data Models
+  └── Deployment
+
+API Reference
+  ├── REST API
+  │   ├── Users
+  │   ├── Projects
+  │   └── Webhooks
+  └── GraphQL
+
+Examples
+  ├── Next.js
+  ├── Rails
+  └── Python
+
+Changelog
+```
+
+Rules:
+- Current page highlighted
+- Sections collapsible (expanded by default for active section)
+- Search at top of sidebar
+- "Previous / Next" page navigation at bottom of content area
+- Sticky on scroll (doesn't scroll away)
+
+### Blog Category Sidebar
+
+```
+Categories
+  ├── SEO (24)
+  ├── CRO (18)
+  ├── Content (15)
+  ├── Paid Ads (12)
+  └── Analytics (9)
+
+Popular Posts
+  ├── How to Improve SEO
+  ├── Landing Page Guide
+  └── Analytics Setup
+
+Newsletter
+  └── [Email signup form]
+```
+
+---
+
+## Breadcrumbs
+
+### Standard Format
+
+```
+Home > Features > Analytics
+Home > Blog > SEO Category > How to Do Keyword Research
+Home > Docs > API Reference > Authentication
+```
+
+Rules:
+- Separator: `>` or `/` (be consistent)
+- Every segment is a link except the current page
+- Current page is plain text (not linked)
+- Don't include the current page if the title is already visible as an H1
+
+### With Schema Markup
+
+```html
+<nav aria-label="Breadcrumb">
+  <ol itemscope itemtype="https://schema.org/BreadcrumbList">
+    <li itemprop="itemListElement" itemscope itemtype="https://schema.org/ListItem">
+      <a itemprop="item" href="/"><span itemprop="name">Home</span></a>
+      <meta itemprop="position" content="1" />
+    </li>
+    <li itemprop="itemListElement" itemscope itemtype="https://schema.org/ListItem">
+      <a itemprop="item" href="/features"><span itemprop="name">Features</span></a>
+      <meta itemprop="position" content="2" />
+    </li>
+    <li itemprop="itemListElement" itemscope itemtype="https://schema.org/ListItem">
+      <span itemprop="name">Analytics</span>
+      <meta itemprop="position" content="3" />
+    </li>
+  </ol>
+</nav>
+```
+
+Or use JSON-LD (recommended):
+
+```json
+{
+  "@context": "https://schema.org",
+  "@type": "BreadcrumbList",
+  "itemListElement": [
+    { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://example.com/" },
+    { "@type": "ListItem", "position": 2, "name": "Features", "item": "https://example.com/features" },
+    { "@type": "ListItem", "position": 3, "name": "Analytics" }
+  ]
+}
+```
+
+---
+
+## Mobile Navigation
+
+### Hamburger Menu
+
+Standard for mobile. All nav items collapse into a menu icon.
+
+Rules:
+- Hamburger icon (three lines) top-right or top-left
+- Full-screen or slide-out panel
+- CTA button visible without opening the menu (sticky header)
+- Search accessible from mobile menu
+- Accordion pattern for nested items
+
+### Bottom Tab Bar
+
+Best for: web apps, PWAs, mobile-first products.
+
+```
+┌──────────────────────────────────────┐
+│                                      │
+│           [Page Content]             │
+│                                      │
+├──────────────────────────────────────┤
+│  Home    Search    Create    Profile │
+│   🏠       🔍        ➕       👤    │
+└──────────────────────────────────────┘
+```
+
+Rules:
+- 3-5 items max
+- Icons + labels (not just icons)
+- Active state clearly indicated
+- Most important action in the center
+
+---
+
+## Anti-Patterns
+
+### Things to Avoid
+
+- **Too many header items** (8+): causes decision paralysis, nav becomes unreadable on smaller screens
+- **Dropdown inception**: dropdowns inside dropdowns inside dropdowns
+- **Mystery icons**: icons without labels — users don't know what they mean
+- **Hidden primary nav**: burying important pages in hamburger menus on desktop
+- **Inconsistent nav between pages**: nav should be identical across the site (except app vs marketing)
+- **No mobile consideration**: desktop nav that doesn't translate to mobile
+- **Footer as sitemap dump**: 50+ links in the footer with no organization
+- **Breadcrumbs that don't match URLs**: breadcrumb says "Products > Widget" but URL is `/shop/widget-pro`
+
+### Common Fixes
+
+| Problem | Fix |
+|---------|-----|
+| Too many nav items | Group into dropdowns or mega menus |
+| Users can't find pages | Add search, improve labeling |
+| High bounce from nav | Simplify choices, use clearer labels |
+| SEO pages not linked | Add to footer or resource sections |
+| Mobile nav is broken | Test on real devices, use hamburger pattern |
+
+---
+
+## Navigation for SEO
+
+Internal links in navigation pass PageRank. Use this strategically:
+
+- **Header nav links are strongest** — put your most important pages here
+- **Footer links pass less value** but still matter — good for comparison pages, location pages
+- **Sidebar links** help with section-level authority — good for blog categories, doc sections
+- **Breadcrumbs** provide structural signals to search engines — implement with schema markup
+- **Don't use JavaScript-only nav** — search engines need crawlable HTML links
+- **Use descriptive anchor text** — "Analytics Features" not just "Features"

skills/site-architecture/references/site-type-templates.md

@@ -0,0 +1,293 @@
+# Site Type Templates
+
+Full page hierarchy templates with ASCII trees, URL maps, and navigation recommendations for common site types.
+
+---
+
+## SaaS Marketing Site
+
+### Page Hierarchy
+
+```
+Homepage (/)
+├── Features (/features)
+│   ├── Feature A (/features/feature-a)
+│   ├── Feature B (/features/feature-b)
+│   └── Feature C (/features/feature-c)
+├── Pricing (/pricing)
+├── Customers (/customers)
+│   ├── Case Study 1 (/customers/company-name)
+│   └── Case Study 2 (/customers/company-name-2)
+├── Resources (/resources)
+│   ├── Blog (/blog)
+│   │   └── [Posts] (/blog/post-slug)
+│   ├── Templates (/resources/templates)
+│   │   └── [Template] (/resources/templates/template-slug)
+│   └── Guides (/resources/guides)
+│       └── [Guide] (/resources/guides/guide-slug)
+├── Integrations (/integrations)
+│   └── [Integration] (/integrations/integration-name)
+├── Docs (/docs)
+│   ├── Getting Started (/docs/getting-started)
+│   ├── Guides (/docs/guides)
+│   └── API Reference (/docs/api)
+├── About (/about)
+│   ├── Careers (/about/careers)
+│   └── Contact (/contact)
+├── Compare (/compare)
+│   └── [Competitor] (/compare/competitor-name)
+├── Privacy (/privacy)
+└── Terms (/terms)
+```
+
+### URL Map
+
+| Page | URL | Nav Location | Priority |
+|------|-----|-------------|----------|
+| Homepage | `/` | Header (logo) | Critical |
+| Features | `/features` | Header | High |
+| Feature pages | `/features/{slug}` | Header dropdown | Medium |
+| Pricing | `/pricing` | Header | Critical |
+| Customers | `/customers` | Header | Medium |
+| Case studies | `/customers/{slug}` | Customers dropdown | Medium |
+| Blog | `/blog` | Header (Resources) | High |
+| Blog posts | `/blog/{slug}` | — | Medium |
+| Integrations | `/integrations` | Header | Medium |
+| Docs | `/docs` | Header | Medium |
+| Compare | `/compare/{slug}` | Footer | High (SEO) |
+| About | `/about` | Footer | Low |
+| Pricing CTA | `/pricing` | Header (CTA button) | Critical |
+
+### Navigation
+
+**Header (6 items + CTA)**: Features | Pricing | Customers | Resources | Integrations | Docs | [Get Started]
+
+**Footer columns**:
+- Product: Features, Pricing, Integrations, Changelog, Security
+- Resources: Blog, Templates, Guides, Case Studies
+- Company: About, Careers, Contact, Press
+- Legal: Privacy, Terms, Security
+
+---
+
+## Content / Blog Site
+
+### Page Hierarchy
+
+```
+Homepage (/)
+├── Blog (/blog)
+│   ├── [Category: Topic A] (/blog/category/topic-a)
+│   ├── [Category: Topic B] (/blog/category/topic-b)
+│   ├── [Category: Topic C] (/blog/category/topic-c)
+│   └── [Posts] (/blog/post-slug)
+├── Newsletter (/newsletter)
+├── Resources (/resources)
+│   ├── Guides (/resources/guides)
+│   │   └── [Guide] (/resources/guides/guide-slug)
+│   └── Tools (/resources/tools)
+│       └── [Tool] (/resources/tools/tool-slug)
+├── About (/about)
+├── Contact (/contact)
+├── Privacy (/privacy)
+└── Terms (/terms)
+```
+
+### URL Map
+
+| Page | URL | Nav Location | Priority |
+|------|-----|-------------|----------|
+| Homepage | `/` | Header (logo) | Critical |
+| Blog index | `/blog` | Header | High |
+| Categories | `/blog/category/{slug}` | Header dropdown | Medium |
+| Posts | `/blog/{slug}` | — | Medium |
+| Newsletter | `/newsletter` | Header (CTA) | High |
+| Guides | `/resources/guides` | Header | Medium |
+| About | `/about` | Header | Low |
+
+### Navigation
+
+**Header (4 items + CTA)**: Blog | Resources | About | Contact | [Subscribe]
+
+**Sidebar** (on blog): Categories, Popular Posts, Newsletter signup
+
+---
+
+## E-Commerce
+
+### Page Hierarchy
+
+```
+Homepage (/)
+├── Shop (/shop)
+│   ├── Category A (/shop/category-a)
+│   │   ├── Subcategory (/shop/category-a/subcategory)
+│   │   │   └── [Product] (/shop/category-a/subcategory/product-slug)
+│   │   └── [Product] (/shop/category-a/product-slug)
+│   ├── Category B (/shop/category-b)
+│   │   └── [Product] (/shop/category-b/product-slug)
+│   └── Category C (/shop/category-c)
+│       └── [Product] (/shop/category-c/product-slug)
+├── Collections (/collections)
+│   └── [Collection] (/collections/collection-slug)
+├── Sale (/sale)
+├── Blog (/blog)
+│   └── [Posts] (/blog/post-slug)
+├── About (/about)
+│   └── Our Story (/about/our-story)
+├── Help (/help)
+│   ├── FAQ (/help/faq)
+│   ├── Shipping (/help/shipping)
+│   ├── Returns (/help/returns)
+│   └── Contact (/contact)
+├── Cart (/cart)
+├── Account (/account)
+├── Privacy (/privacy)
+└── Terms (/terms)
+```
+
+### URL Map
+
+| Page | URL | Nav Location | Priority |
+|------|-----|-------------|----------|
+| Homepage | `/` | Header (logo) | Critical |
+| Shop | `/shop` | Header | Critical |
+| Categories | `/shop/{category}` | Header mega menu | High |
+| Products | `/shop/{category}/{product}` | — | High |
+| Collections | `/collections/{slug}` | Header | Medium |
+| Sale | `/sale` | Header (highlighted) | High |
+| Cart | `/cart` | Header (icon) | Critical |
+| Account | `/account` | Header (icon) | Medium |
+
+### Navigation
+
+**Header (5 items + cart/account)**: Shop (mega menu) | Collections | Sale | Blog | Help | [Cart icon] [Account icon]
+
+**Mega menu under Shop**: Category columns with featured products/images
+
+---
+
+## Documentation Site
+
+### Page Hierarchy
+
+```
+Docs Home (/docs)
+├── Getting Started (/docs/getting-started)
+│   ├── Installation (/docs/getting-started/installation)
+│   ├── Quick Start (/docs/getting-started/quick-start)
+│   └── Configuration (/docs/getting-started/configuration)
+├── Guides (/docs/guides)
+│   ├── Guide A (/docs/guides/guide-a)
+│   ├── Guide B (/docs/guides/guide-b)
+│   └── Guide C (/docs/guides/guide-c)
+├── API Reference (/docs/api)
+│   ├── Authentication (/docs/api/authentication)
+│   ├── Endpoints (/docs/api/endpoints)
+│   └── Webhooks (/docs/api/webhooks)
+├── Examples (/docs/examples)
+│   └── [Example] (/docs/examples/example-slug)
+├── Changelog (/docs/changelog)
+└── FAQ (/docs/faq)
+```
+
+### URL Map
+
+| Page | URL | Nav Location | Priority |
+|------|-----|-------------|----------|
+| Docs home | `/docs` | Header | High |
+| Getting Started | `/docs/getting-started` | Sidebar (top) | Critical |
+| Guides | `/docs/guides` | Sidebar | High |
+| API Reference | `/docs/api` | Sidebar | High |
+| Changelog | `/docs/changelog` | Sidebar (bottom) | Low |
+
+### Navigation
+
+**Header**: Docs | API | Blog | Community | GitHub | [Dashboard]
+
+**Sidebar** (persistent, left): Getting Started, Guides, API Reference, Examples, Changelog — with expandable subsections
+
+**On-page**: Previous/Next navigation at bottom of each doc page
+
+---
+
+## Hybrid SaaS + Content
+
+### Page Hierarchy
+
+```
+Homepage (/)
+├── Product (/product)
+│   ├── Feature A (/product/feature-a)
+│   ├── Feature B (/product/feature-b)
+│   └── Feature C (/product/feature-c)
+├── Solutions (/solutions)
+│   ├── By Use Case (/solutions/use-case-slug)
+│   └── By Industry (/solutions/industry-slug)
+├── Pricing (/pricing)
+├── Blog (/blog)
+│   ├── [Category] (/blog/category/slug)
+│   └── [Posts] (/blog/post-slug)
+├── Resources (/resources)
+│   ├── Guides (/resources/guides)
+│   ├── Templates (/resources/templates)
+│   ├── Webinars (/resources/webinars)
+│   └── Case Studies (/resources/case-studies)
+├── Docs (/docs)
+│   ├── Getting Started (/docs/getting-started)
+│   └── API (/docs/api)
+├── Integrations (/integrations)
+│   └── [Integration] (/integrations/slug)
+├── Compare (/compare)
+│   └── [Competitor] (/compare/competitor-slug)
+├── About (/about)
+│   ├── Careers (/about/careers)
+│   └── Contact (/contact)
+├── Privacy (/privacy)
+└── Terms (/terms)
+```
+
+### Navigation
+
+**Header (7 items + CTA)**: Product | Solutions | Pricing | Resources | Blog | Docs | Integrations | [Start Free Trial]
+
+Use mega menus for Product (features list), Solutions (use cases + industries), and Resources (blog, guides, templates, webinars, case studies).
+
+---
+
+## Small Business / Local
+
+### Page Hierarchy
+
+```
+Homepage (/)
+├── Services (/services)
+│   ├── Service A (/services/service-a)
+│   ├── Service B (/services/service-b)
+│   └── Service C (/services/service-c)
+├── About (/about)
+├── Testimonials (/testimonials)
+├── Blog (/blog)
+│   └── [Posts] (/blog/post-slug)
+├── Contact (/contact)
+├── Privacy (/privacy)
+└── Terms (/terms)
+```
+
+### URL Map
+
+| Page | URL | Nav Location | Priority |
+|------|-----|-------------|----------|
+| Homepage | `/` | Header (logo) | Critical |
+| Services | `/services` | Header | High |
+| Service pages | `/services/{slug}` | Header dropdown | High |
+| About | `/about` | Header | Medium |
+| Testimonials | `/testimonials` | Header | Medium |
+| Blog | `/blog` | Header | Medium |
+| Contact | `/contact` | Header (CTA) | High |
+
+### Navigation
+
+**Header (5 items + CTA)**: Services | About | Testimonials | Blog | [Contact Us]
+
+Keep it simple. Small business sites should be flat (1-2 levels max). Every page should be reachable from the header.

skills/social-content/SKILL.md

@@ -1,14 +1,19 @@
 ---
 name: social-content
-description: "When the user wants help creating, scheduling, or optimizing social media content for LinkedIn, Twitter/X, Instagram, TikTok, Facebook, or other platforms. Also use when the user mentions 'LinkedIn post,' 'Twitter thread,' 'social media,' 'content calendar,' 'social scheduling,' 'engagement,' or 'viral content.' This skill covers content creation, repurposing, and platform-specific strategies."
+description: "When the user wants help creating, scheduling, or optimizing social media content for LinkedIn, Twitter/X, Instagram, TikTok, Facebook, or other platforms. Also use when the user mentions 'LinkedIn post,' 'Twitter thread,' 'social media,' 'content calendar,' 'social scheduling,' 'engagement,' 'viral content,' 'what should I post,' 'repurpose this content,' 'tweet ideas,' 'LinkedIn carousel,' 'social media strategy,' or 'grow my following.' Use this for any social media content creation, repurposing, or scheduling task. For broader content strategy, see content-strategy."
+metadata:
+  version: 1.1.0
 ---
 
 # Social Content
 
-You are an expert social media strategist with direct access to a scheduling platform that publishes to all major social networks. Your goal is to help create engaging content that builds audience, drives engagement, and supports business goals.
+You are an expert social media strategist. Your goal is to help create engaging content that builds audience, drives engagement, and supports business goals.
 
 ## Before Creating Content
 
+**Check for product marketing context first:**
+If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
 Gather this context (ask if not provided):
 
 ### 1. Goals
@@ -20,7 +25,6 @@ Gather this context (ask if not provided):
 - Who are you trying to reach?
 - What platforms are they most active on?
 - What content do they engage with?
-- What problems do they have that you can address?
 
 ### 3. Brand Voice
 - What's your tone? (Professional, casual, witty, authoritative)
@@ -29,143 +33,22 @@ Gather this context (ask if not provided):
 
 ### 4. Resources
 - How much time can you dedicate to social?
-- Do you have existing content to repurpose (blog posts, podcasts, videos)?
+- Do you have existing content to repurpose?
 - Can you create video content?
-- Do you have customer stories or data to share?
 
 ---
 
-## Platform Strategy Guide
+## Platform Quick Reference
 
-### LinkedIn
+| Platform | Best For | Frequency | Key Format |
+|----------|----------|-----------|------------|
+| LinkedIn | B2B, thought leadership | 3-5x/week | Carousels, stories |
+| Twitter/X | Tech, real-time, community | 3-10x/day | Threads, hot takes |
+| Instagram | Visual brands, lifestyle | 1-2 posts + Stories daily | Reels, carousels |
+| TikTok | Brand awareness, younger audiences | 1-4x/day | Short-form video |
+| Facebook | Communities, local businesses | 1-2x/day | Groups, native video |
 
-**Best for:** B2B, thought leadership, professional networking, recruiting
-**Audience:** Professionals, decision-makers, job seekers
-**Posting frequency:** 3-5x per week
-**Best times:** Tuesday-Thursday, 7-8am, 12pm, 5-6pm
-
-**What works:**
-- Personal stories with business lessons
-- Contrarian takes on industry topics
-- Behind-the-scenes of building a company
-- Data and original insights
-- Carousel posts (document format)
-- Polls that spark discussion
-
-**What doesn't:**
-- Overly promotional content
-- Generic motivational quotes
-- Links in the main post (kills reach)
-- Corporate speak without personality
-
-**Format tips:**
-- First line is everything (hook before "see more")
-- Use line breaks for readability
-- 1,200-1,500 characters performs well
-- Put links in comments, not post body
-- Tag people sparingly and genuinely
-
-### Twitter/X
-
-**Best for:** Tech, media, real-time commentary, community building
-**Audience:** Tech-savvy, news-oriented, niche communities
-**Posting frequency:** 3-10x per day (including replies)
-**Best times:** Varies by audience; test and measure
-
-**What works:**
-- Hot takes and opinions
-- Threads that teach something
-- Behind-the-scenes moments
-- Engaging with others' content
-- Memes and humor (if on-brand)
-- Real-time commentary on events
-
-**What doesn't:**
-- Pure self-promotion
-- Threads without a strong hook
-- Ignoring replies and mentions
-- Scheduling everything (no real-time presence)
-
-**Format tips:**
-- Tweets under 100 characters get more engagement
-- Threads: Hook in tweet 1, promise value, deliver
-- Quote tweets with added insight beat plain retweets
-- Use visuals to stop the scroll
-
-### Instagram
-
-**Best for:** Visual brands, lifestyle, e-commerce, younger demographics
-**Audience:** 18-44, visual-first consumers
-**Posting frequency:** 1-2 feed posts per day, 3-10 Stories per day
-**Best times:** 11am-1pm, 7-9pm
-
-**What works:**
-- High-quality visuals
-- Behind-the-scenes Stories
-- Reels (short-form video)
-- Carousels with value
-- User-generated content
-- Interactive Stories (polls, questions)
-
-**What doesn't:**
-- Low-quality images
-- Too much text in images
-- Ignoring Stories and Reels
-- Only promotional content
-
-**Format tips:**
-- Reels get 2x reach of static posts
-- First frame of Reels must hook
-- Carousels: 10 slides with educational content
-- Use all Story features (polls, links, etc.)
-
-### TikTok
-
-**Best for:** Brand awareness, younger audiences, viral potential
-**Audience:** 16-34, entertainment-focused
-**Posting frequency:** 1-4x per day
-**Best times:** 7-9am, 12-3pm, 7-11pm
-
-**What works:**
-- Native, unpolished content
-- Trending sounds and formats
-- Educational content in entertaining wrapper
-- POV and day-in-the-life content
-- Responding to comments with videos
-- Duets and stitches
-
-**What doesn't:**
-- Overly produced content
-- Ignoring trends
-- Hard selling
-- Repurposed horizontal video
-
-**Format tips:**
-- Hook in first 1-2 seconds
-- Keep it under 30 seconds to start
-- Vertical only (9:16)
-- Use trending sounds
-- Post consistently to train algorithm
-
-### Facebook
-
-**Best for:** Communities, local businesses, older demographics, groups
-**Audience:** 25-55+, community-oriented
-**Posting frequency:** 1-2x per day
-**Best times:** 1-4pm weekdays
-
-**What works:**
-- Facebook Groups (community)
-- Native video
-- Live video
-- Local content and events
-- Discussion-prompting questions
-
-**What doesn't:**
-- Links to external sites (reach killer)
-- Pure promotional content
-- Ignoring comments
-- Cross-posting from other platforms without adaptation
+**For detailed platform strategies**: See [references/platforms.md](references/platforms.md)
 
 ---
 
@@ -194,171 +77,31 @@ For each pillar, ask:
 
 ---
 
-## Post Formats & Templates
-
-### LinkedIn Post Templates
-
-**The Story Post:**
-```
-[Hook: Unexpected outcome or lesson]
-
-[Set the scene: When/where this happened]
-
-[The challenge you faced]
-
-[What you tried / what happened]
-
-[The turning point]
-
-[The result]
-
-[The lesson for readers]
-
-[Question to prompt engagement]
-```
-
-**The Contrarian Take:**
-```
-[Unpopular opinion stated boldly]
-
-Here's why:
-
-[Reason 1]
-[Reason 2]
-[Reason 3]
-
-[What you recommend instead]
-
-[Invite discussion: "Am I wrong?"]
-```
-
-**The List Post:**
-```
-[X things I learned about [topic] after [credibility builder]:
-
-1. [Point] — [Brief explanation]
-
-2. [Point] — [Brief explanation]
-
-3. [Point] — [Brief explanation]
-
-[Wrap-up insight]
-
-Which resonates most with you?
-```
-
-**The How-To:**
-```
-How to [achieve outcome] in [timeframe]:
-
-Step 1: [Action]
-↳ [Why this matters]
-
-Step 2: [Action]
-↳ [Key detail]
-
-Step 3: [Action]
-↳ [Common mistake to avoid]
-
-[Result you can expect]
-
-[CTA or question]
-```
-
-### Twitter/X Thread Templates
-
-**The Tutorial Thread:**
-```
-Tweet 1: [Hook + promise of value]
-
-"Here's exactly how to [outcome] (step-by-step):"
-
-Tweet 2-7: [One step per tweet with details]
-
-Final tweet: [Summary + CTA]
-
-"If this was helpful, follow me for more on [topic]"
-```
-
-**The Story Thread:**
-```
-Tweet 1: [Intriguing hook]
-
-"[Time] ago, [unexpected thing happened]. Here's the full story:"
-
-Tweet 2-6: [Story beats, building tension]
-
-Tweet 7: [Resolution and lesson]
-
-Final tweet: [Takeaway + engagement ask]
-```
-
-**The Breakdown Thread:**
-```
-Tweet 1: [Company/person] just [did thing].
-
-Here's why it's genius (and what you can learn):
-
-Tweet 2-6: [Analysis points]
-
-Tweet 7: [Your key takeaway]
-
-"[Related insight + follow CTA]"
-```
-
-### Instagram Caption Templates
-
-**The Carousel Hook:**
-```
-[Slide 1: Bold statement or question]
-[Slides 2-9: One point per slide, visual + text]
-[Slide 10: Summary + CTA]
-
-Caption: [Expand on the topic, add context, include CTA]
-```
-
-**The Reel Script:**
-```
-Hook (0-2 sec): [Pattern interrupt or bold claim]
-Setup (2-5 sec): [Context for the tip]
-Value (5-25 sec): [The actual advice/content]
-CTA (25-30 sec): [Follow, comment, share, link]
-```
-
----
-
 ## Hook Formulas
 
-The first line determines whether anyone reads the rest. Use these patterns:
+The first line determines whether anyone reads the rest.
 
 ### Curiosity Hooks
 - "I was wrong about [common belief]."
 - "The real reason [outcome] happens isn't what you think."
 - "[Impressive result] — and it only took [surprisingly short time]."
-- "Nobody talks about [insider knowledge]."
 
 ### Story Hooks
 - "Last week, [unexpected thing] happened."
 - "I almost [big mistake/failure]."
 - "3 years ago, I [past state]. Today, [current state]."
-- "[Person] told me something I'll never forget."
 
 ### Value Hooks
 - "How to [desirable outcome] (without [common pain]):"
 - "[Number] [things] that [outcome]:"
-- "The simplest way to [outcome]:"
 - "Stop [common mistake]. Do this instead:"
 
 ### Contrarian Hooks
 - "Unpopular opinion: [bold statement]"
 - "[Common advice] is wrong. Here's why:"
 - "I stopped [common practice] and [positive result]."
-- "Everyone says [X]. The truth is [Y]."
 
-### Social Proof Hooks
-- "We [achieved result] in [timeframe]. Here's how:"
-- "[Number] people asked me about [topic]. Here's my answer:"
-- "[Authority figure] taught me [lesson]."
+**For post templates and more hooks**: See [references/post-templates.md](references/post-templates.md)
 
 ---
 
@@ -368,24 +111,13 @@ Turn one piece of content into many:
 
 ### Blog Post → Social Content
 
-| Original | Platform | Format |
-|----------|----------|--------|
-| Blog post | LinkedIn | Key insight + link in comments |
-| Blog post | LinkedIn | Carousel of main points |
-| Blog post | Twitter/X | Thread of key takeaways |
-| Blog post | Twitter/X | Single tweet with hot take |
-| Blog post | Instagram | Carousel with visuals |
-| Blog post | Instagram | Reel summarizing the post |
-
-### Podcast/Video → Social Content
-
-| Original | Platform | Format |
-|----------|----------|--------|
-| Interview | LinkedIn | Quote graphic + insight |
-| Interview | Twitter/X | Thread of best quotes |
-| Interview | Instagram | Clip as Reel |
-| Interview | TikTok | Short clip with caption |
-| Interview | YouTube | Shorts from best moments |
+| Platform | Format |
+|----------|--------|
+| LinkedIn | Key insight + link in comments |
+| LinkedIn | Carousel of main points |
+| Twitter/X | Thread of key takeaways |
+| Instagram | Carousel with visuals |
+| Instagram | Reel summarizing the post |
 
 ### Repurposing Workflow
 
@@ -408,19 +140,9 @@ Turn one piece of content into many:
 | Wed | Educational | Tips tweet | Reel |
 | Thu | Story post | Thread | Educational |
 | Fri | Hot take | Engagement | Story |
-| Sat | — | Curated RT | User content |
-| Sun | — | Personal | Behind-scenes |
 
-### Monthly Content Mix
+### Batching Strategy (2-3 hours weekly)
 
-- Week 1: Launch/announce something (if applicable)
-- Week 2: Educational deep-dive
-- Week 3: Community/engagement focus
-- Week 4: Story/behind-the-scenes
-
-### Batching Strategy
-
-**Weekly batching (2-3 hours):**
 1. Review content pillar topics
 2. Write 5 LinkedIn posts
 3. Write 3 Twitter threads + daily tweets
@@ -432,17 +154,15 @@ Turn one piece of content into many:
 
 ## Engagement Strategy
 
-### Proactive Engagement
+### Daily Engagement Routine (30 min)
 
-Engagement isn't just responding—it's actively participating:
-
-**Daily engagement routine (30 min):**
 1. Respond to all comments on your posts (5 min)
 2. Comment on 5-10 posts from target accounts (15 min)
 3. Share/repost with added insight (5 min)
 4. Send 2-3 DMs to new connections (5 min)
 
-**Quality comments:**
+### Quality Comments
+
 - Add new insight, not just "Great post!"
 - Share a related experience
 - Ask a thoughtful follow-up question
@@ -455,118 +175,55 @@ Engagement isn't just responding—it's actively participating:
 - Share their content with credit
 - Eventually collaborate (podcasts, co-created content)
 
-### Handling Negative Comments
-
-- Respond calmly and professionally
-- Don't get defensive
-- Take legitimate criticism offline
-- Block/mute trolls without engaging
-- Let community defend you when appropriate
-
 ---
 
 ## Analytics & Optimization
 
 ### Metrics That Matter
 
-**Awareness:**
-- Impressions
-- Reach
-- Follower growth rate
+**Awareness:** Impressions, Reach, Follower growth rate
 
-**Engagement:**
-- Engagement rate (engagements / impressions)
-- Comments (higher value than likes)
-- Shares/reposts
-- Saves (Instagram)
+**Engagement:** Engagement rate, Comments (higher value than likes), Shares/reposts, Saves
 
-**Conversion:**
-- Link clicks
-- Profile visits
-- DMs received
-- Leads/conversions attributed
+**Conversion:** Link clicks, Profile visits, DMs received, Leads attributed
 
-### What to Track Weekly
+### Weekly Review
 
-- [ ] Top 3 performing posts (why did they work?)
-- [ ] Bottom 3 posts (what can you learn?)
-- [ ] Follower growth trend
-- [ ] Engagement rate trend
-- [ ] Best posting times (from data)
-- [ ] Content pillar performance
+- Top 3 performing posts (why did they work?)
+- Bottom 3 posts (what can you learn?)
+- Follower growth trend
+- Engagement rate trend
+- Best posting times (from data)
 
 ### Optimization Actions
 
 **If engagement is low:**
 - Test new hooks
 - Post at different times
-- Try different formats (carousel vs. text)
-- Increase native engagement with others
-- Check if content matches audience interest
+- Try different formats
+- Increase engagement with others
 
 **If reach is declining:**
 - Avoid external links in post body
-- Increase posting frequency slightly
+- Increase posting frequency
 - Engage more in comments
 - Test video/visual content
-- Check for algorithm changes
-
----
-
-## Platform-Specific Tips
-
-### LinkedIn Algorithm Tips
-
-- First hour engagement matters most
-- Comments > reactions > clicks
-- Dwell time (people reading) signals quality
-- No external links in post body
-- Document posts (carousels) get strong reach
-- Polls drive engagement but don't build authority
-
-### Twitter/X Algorithm Tips
-
-- Replies and quote tweets build authority
-- Threads keep people on platform (rewarded)
-- Images and video get more reach
-- Engagement in first 30 min matters
-- Twitter Blue/Premium may boost reach
-
-### Instagram Algorithm Tips
-
-- Reels heavily prioritized over static posts
-- Saves and shares > likes
-- Stories keep you top of feed
-- Consistency matters more than perfection
-- Use all features (polls, questions, etc.)
 
 ---
 
 ## Content Ideas by Situation
 
 ### When You're Starting Out
-
 - Document your journey
 - Share what you're learning
 - Curate and comment on industry content
-- Ask questions to your audience
 - Engage heavily with established accounts
 
-### When You're Established
-
-- Share original data and insights
-- Tell customer success stories
-- Take stronger positions
-- Create signature frameworks
-- Collaborate with peers
-
 ### When You're Stuck
-
 - Repurpose old high-performing content
 - Ask your audience what they want
 - Comment on industry news
 - Share a failure or lesson learned
-- Interview someone and share insights
 
 ---
 
@@ -574,17 +231,9 @@ Engagement isn't just responding—it's actively participating:
 
 ### When to Schedule vs. Post Live
 
-**Schedule:**
-- Core content posts
-- Threads
-- Carousels
-- Evergreen content
+**Schedule:** Core content posts, Threads, Carousels, Evergreen content
 
-**Post live:**
-- Real-time commentary
-- Responses to news/trends
-- Engagement with others
-- Anything requiring immediate interaction
+**Post live:** Real-time commentary, Responses to news/trends, Engagement with others
 
 ### Queue Management
 
@@ -597,199 +246,21 @@ Engagement isn't just responding—it's actively participating:
 
 ## Reverse Engineering Viral Content
 
-Instead of guessing what works, systematically analyze top-performing content in your niche and extract proven patterns.
+Instead of guessing, analyze what's working for top creators in your niche:
 
-### The 6-Step Framework
+1. **Find creators** — 10-20 accounts with high engagement
+2. **Collect data** — 500+ posts for analysis
+3. **Analyze patterns** — Hooks, formats, CTAs that work
+4. **Codify playbook** — Document repeatable patterns
+5. **Layer your voice** — Apply patterns with authenticity
+6. **Convert** — Bridge attention to business results
 
-#### 1. NICHE ID — Find Top Creators
-
-Identify 10-20 creators in your space who consistently get high engagement:
-
-**Selection criteria:**
-- Posting consistently (3+ times/week)
-- High engagement rate relative to follower count
-- Audience overlap with your target market
-- Mix of established and rising creators
-
-**Where to find them:**
-- LinkedIn: Search by industry keywords, check "People also viewed"
-- Twitter/X: Check who your target audience follows and engages with
-- Use tools like SparkToro, Followerwonk, or manual research
-- Look at who gets featured in industry newsletters
-
-#### 2. SCRAPE — Collect Posts at Scale
-
-Gather 500-1000+ posts from your identified creators for analysis:
-
-**Tools:**
-- **Apify** — LinkedIn scraper, Twitter scraper actors
-- **Phantom Buster** — Multi-platform automation
-- **Export tools** — Platform-specific export features
-- **Manual collection** — For smaller datasets, copy/paste into spreadsheet
-
-**Data to collect:**
-- Post text/content
-- Engagement metrics (likes, comments, shares, saves)
-- Post format (text-only, carousel, video, image)
-- Posting time/day
-- Hook/first line
-- CTA used
-- Topic/theme
-
-#### 3. ANALYZE — Extract What Actually Works
-
-Sort and analyze the data to find patterns:
-
-**Quantitative analysis:**
-- Rank posts by engagement rate
-- Identify top 10% performers
-- Look for format patterns (do carousels outperform?)
-- Check timing patterns (best days/times)
-- Compare topic performance
-
-**Qualitative analysis:**
-- What hooks do top posts use?
-- How long are high-performing posts?
-- What emotional triggers appear?
-- What formats repeat?
-- What topics consistently perform?
-
-**Questions to answer:**
-- What's the average length of top posts?
-- Which hook types appear most in top 10%?
-- What CTAs drive most comments?
-- What topics get saved/shared most?
-
-#### 4. PLAYBOOK — Codify Patterns
-
-Document repeatable patterns you can use:
-
-**Hook patterns to codify:**
-```
-Pattern: "I [unexpected action] and [surprising result]"
-Example: "I stopped posting daily and my engagement doubled"
-Why it works: Curiosity gap + contrarian
-
-Pattern: "[Specific number] [things] that [outcome]:"
-Example: "7 pricing mistakes that cost me $50K:"
-Why it works: Specificity + loss aversion
-
-Pattern: "[Controversial take]"
-Example: "Cold outreach is dead."
-Why it works: Pattern interrupt + invites debate
-```
-
-**Format patterns:**
-- Carousel: Hook slide → Problem → Solution steps → CTA
-- Thread: Hook → Promise → Deliver → Recap → CTA
-- Story post: Hook → Setup → Conflict → Resolution → Lesson
-
-**CTA patterns:**
-- Question: "What would you add?"
-- Agreement: "Agree or disagree?"
-- Share: "Tag someone who needs this"
-- Save: "Save this for later"
-
-#### 5. LAYER VOICE — Apply Direct Response Principles
-
-Take proven patterns and make them yours with these voice principles:
-
-**"Smart friend who figured something out"**
-- Write like you're texting advice to a friend
-- Share discoveries, not lectures
-- Use "I found that..." not "You should..."
-- Be helpful, not preachy
-
-**Specific > Vague**
-```
-❌ "I made good revenue"
-✅ "I made $47,329"
-
-❌ "It took a while"
-✅ "It took 47 days"
-
-❌ "A lot of people"
-✅ "2,847 people"
-```
-
-**Short. Breathe. Land.**
-- One idea per sentence
-- Use line breaks liberally
-- Let important points stand alone
-- Create rhythm: short, short, longer explanation
-
-```
-❌ "I spent three years building my business the wrong way before I finally realized that the key to success was focusing on fewer things and doing them exceptionally well."
-
-✅ "I built wrong for 3 years.
-
-Then I figured it out.
-
-Focus on less.
-Do it exceptionally well.
-
-Everything changed."
-```
-
-**Write from emotion**
-- Start with how you felt, not what you did
-- Use emotional words: frustrated, excited, terrified, obsessed
-- Show vulnerability when authentic
-- Connect the feeling to the lesson
-
-```
-❌ "Here's what I learned about pricing"
-
-✅ "I was terrified to raise my prices.
-
-My hands were shaking when I sent the email.
-
-Here's what happened..."
-```
-
-#### 6. CONVERT — Turn Attention into Action
-
-Bridge from engagement to business results:
-
-**Soft conversions:**
-- Newsletter signups in bio/comments
-- Free resource offers in follow-up comments
-- DM triggers ("Comment X and I'll send you...")
-- Profile visits → optimized profile with clear CTA
-
-**Direct conversions:**
-- Link in comments (not post body on LinkedIn)
-- Contextual product mentions within valuable content
-- Case study posts that naturally showcase your work
-- "If you want help with this, DM me" (sparingly)
-
-### Output: Proven Patterns + Right Voice = Performance
-
-The formula:
-```
-1. Find what's already working (don't guess)
-2. Extract the patterns (hooks, formats, CTAs)
-3. Layer your authentic voice on top
-4. Test and iterate based on your own data
-```
-
-### Reverse Engineering Checklist
-
-- [ ] Identified 10-20 top creators in niche
-- [ ] Collected 500+ posts for analysis
-- [ ] Ranked by engagement rate
-- [ ] Documented top 10 hook patterns
-- [ ] Documented top 5 format patterns
-- [ ] Documented top 5 CTA patterns
-- [ ] Created voice guidelines (specificity, brevity, emotion)
-- [ ] Built template library from patterns
-- [ ] Set up tracking for your own content performance
+**For the complete framework**: See [references/reverse-engineering.md](references/reverse-engineering.md)
 
 ---
 
-## Questions to Ask
+## Task-Specific Questions
 
-If you need more context:
 1. What platform(s) are you focusing on?
 2. What's your current posting frequency?
 3. Do you have existing content to repurpose?

skills/social-content/references/platforms.md

@@ -0,0 +1,170 @@
+# Platform-Specific Strategy Guide
+
+Detailed strategies for each major social platform.
+
+## Contents
+- LinkedIn
+- Twitter/X
+- Instagram
+- TikTok
+- Facebook
+
+## LinkedIn
+
+**Best for:** B2B, thought leadership, professional networking, recruiting
+**Audience:** Professionals, decision-makers, job seekers
+**Posting frequency:** 3-5x per week
+**Best times:** Tuesday-Thursday, 7-8am, 12pm, 5-6pm
+
+**What works:**
+- Personal stories with business lessons
+- Contrarian takes on industry topics
+- Behind-the-scenes of building a company
+- Data and original insights
+- Carousel posts (document format)
+- Polls that spark discussion
+
+**What doesn't:**
+- Overly promotional content
+- Generic motivational quotes
+- Links in the main post (kills reach)
+- Corporate speak without personality
+
+**Format tips:**
+- First line is everything (hook before "see more")
+- Use line breaks for readability
+- 1,200-1,500 characters performs well
+- Put links in comments, not post body
+- Tag people sparingly and genuinely
+
+**Algorithm tips:**
+- First hour engagement matters most
+- Comments > reactions > clicks
+- Dwell time (people reading) signals quality
+- No external links in post body
+- Document posts (carousels) get strong reach
+- Polls drive engagement but don't build authority
+
+---
+
+## Twitter/X
+
+**Best for:** Tech, media, real-time commentary, community building
+**Audience:** Tech-savvy, news-oriented, niche communities
+**Posting frequency:** 3-10x per day (including replies)
+**Best times:** Varies by audience; test and measure
+
+**What works:**
+- Hot takes and opinions
+- Threads that teach something
+- Behind-the-scenes moments
+- Engaging with others' content
+- Memes and humor (if on-brand)
+- Real-time commentary on events
+
+**What doesn't:**
+- Pure self-promotion
+- Threads without a strong hook
+- Ignoring replies and mentions
+- Scheduling everything (no real-time presence)
+
+**Format tips:**
+- Tweets under 100 characters get more engagement
+- Threads: Hook in tweet 1, promise value, deliver
+- Quote tweets with added insight beat plain retweets
+- Use visuals to stop the scroll
+
+**Algorithm tips:**
+- Replies and quote tweets build authority
+- Threads keep people on platform (rewarded)
+- Images and video get more reach
+- Engagement in first 30 min matters
+- Twitter Blue/Premium may boost reach
+
+---
+
+## Instagram
+
+**Best for:** Visual brands, lifestyle, e-commerce, younger demographics
+**Audience:** 18-44, visual-first consumers
+**Posting frequency:** 1-2 feed posts per day, 3-10 Stories per day
+**Best times:** 11am-1pm, 7-9pm
+
+**What works:**
+- High-quality visuals
+- Behind-the-scenes Stories
+- Reels (short-form video)
+- Carousels with value
+- User-generated content
+- Interactive Stories (polls, questions)
+
+**What doesn't:**
+- Low-quality images
+- Too much text in images
+- Ignoring Stories and Reels
+- Only promotional content
+
+**Format tips:**
+- Reels get 2x reach of static posts
+- First frame of Reels must hook
+- Carousels: 10 slides with educational content
+- Use all Story features (polls, links, etc.)
+
+**Algorithm tips:**
+- Reels heavily prioritized over static posts
+- Saves and shares > likes
+- Stories keep you top of feed
+- Consistency matters more than perfection
+- Use all features (polls, questions, etc.)
+
+---
+
+## TikTok
+
+**Best for:** Brand awareness, younger audiences, viral potential
+**Audience:** 16-34, entertainment-focused
+**Posting frequency:** 1-4x per day
+**Best times:** 7-9am, 12-3pm, 7-11pm
+
+**What works:**
+- Native, unpolished content
+- Trending sounds and formats
+- Educational content in entertaining wrapper
+- POV and day-in-the-life content
+- Responding to comments with videos
+- Duets and stitches
+
+**What doesn't:**
+- Overly produced content
+- Ignoring trends
+- Hard selling
+- Repurposed horizontal video
+
+**Format tips:**
+- Hook in first 1-2 seconds
+- Keep it under 30 seconds to start
+- Vertical only (9:16)
+- Use trending sounds
+- Post consistently to train algorithm
+
+---
+
+## Facebook
+
+**Best for:** Communities, local businesses, older demographics, groups
+**Audience:** 25-55+, community-oriented
+**Posting frequency:** 1-2x per day
+**Best times:** 1-4pm weekdays
+
+**What works:**
+- Facebook Groups (community)
+- Native video
+- Live video
+- Local content and events
+- Discussion-prompting questions
+
+**What doesn't:**
+- Links to external sites (reach killer)
+- Pure promotional content
+- Ignoring comments
+- Cross-posting from other platforms without adaptation