Corey Haines
f86637eace
* feat: add prospecting skill + truelist integration New skill: skills/prospecting/ - SKILL.md (251 lines, well under 500 limit): branch picker for SaaS / B2B / Local SMB, shared 5-phase framework (ICP -> discovery -> qualify -> score -> output), compliance guardrails, tool selection quick-picks, output formats - references/saas-prospecting.md: tech stack signals, funding/hiring triggers, SaaS-specific sources and qualification - references/b2b-prospecting.md: industry/firmographic signals, trigger events, decision-maker mapping, B2B-specific sources - references/local-prospecting.md: 4-tier website status classification, browser-assisted research workflow (generalized from the local-client- prospector pattern), proximity scoring - references/data-sources.md: deep dives on Apollo, Clay, ZoomInfo, Clearbit, Hunter, Snov, Truelist, LinkedIn Sales Nav, BuiltWith, Crunchbase, RB2B, with sequencing recommendations across the three branches - references/compliance.md: CAN-SPAM, GDPR, CASL, platform ToS (LinkedIn, Google Maps, Apollo/ZI/Clearbit), anti-patterns, audit checklist - evals/evals.json: 6 evals (2 SaaS, 2 B2B, 1 Local SMB, 1 deliverability) New integration: - tools/integrations/truelist.md: email deliverability validation (Deliverable / Risky / Undeliverable / Unknown classification) Registry + marketplace wiring: - tools/REGISTRY.md: truelist row + new Email Verification category section - .claude-plugin/marketplace.json: bumped to 2.1.0, prospecting added to plugin description - VERSIONS.md: prospecting 1.0.0 + 2.1.0 changelog entry - README.md: skill table re-synced, prospecting added to ASCII flow under Sales & GTM column All 41 skills pass validation. sync-skills.js is idempotent. Co-Authored-By: Claude Opus 4.7 <noreply@anthropic.com> * feat(prospecting): add GitHub stargazers/forks/watchers as discovery channel Net-new in this commit: - tools/clis/github-prospects.js: zero-dep Node CLI with commands stargazers / forks / watchers / user / rate-limit. Pagination via Link header, optional --enrich for full profile data, --with-email / --with-company / --with-blog filters, --format csv|json output, --dry-run preview. Uses GITHUB_TOKEN for 5000/hr rate limit (vs 60/hr unauthenticated). - tools/integrations/github.md: integration guide covering auth, rate limits, endpoints, workflows for SaaS prospecting, compliance notes (public API, not scraping), CLI reference. Skill updates: - skills/prospecting/SKILL.md: added GitHub to the tool selection quick picks and to the tool integrations table. - skills/prospecting/references/saas-prospecting.md: added GitHub to Tier 3 buying signals plus a dedicated "GitHub prospecting pattern (when audience is developers)" subsection with end-to-end workflow. - skills/prospecting/references/data-sources.md: added GitHub deep-dive section between RB2B and Free fallbacks. Registry: - tools/REGISTRY.md: github row in Tool Index, new Developer Intent / GitHub category section. All 41 skills still pass validation. sync-skills.js still no-op. Co-Authored-By: Claude Opus 4.7 <noreply@anthropic.com> * refactor(prospecting): apply review suggestions CLI hardening + optimization: - github-prospects.js: encodeURIComponent on username path interpolation (defense in depth; GitHub usernames are restricted enough that this is safe in practice, but good hygiene). - github-prospects.js: refactored enrichUsers to filter inline and support --target N early termination. Previously, --with-email on a 1000-star repo would enrich all 1000 users before filtering down to the ~50 that match. Now you can pass --target 25 to stop as soon as 25 matches are found, saving API quota on restrictive filters. - github.md: documented the new --target flag. Reverse cross-references (so prospecting is discoverable from sibling skills): - cold-email: added prospecting as the natural upstream skill - customer-research: added "Translating customer research into an ICP for outbound" hand-off to prospecting - competitor-profiling: distinguished from prospecting ("this skill does deep research on specific accounts; prospecting builds the initial list") All 41 skills still pass validation. sync-skills.js still no-op. Co-Authored-By: Claude Opus 4.7 <noreply@anthropic.com> * fix(truelist): align integration doc with actual OpenAPI spec Source of truth: Truelist-Labs/truelist-openapi (OpenAPI 3.1). The earlier integration doc had inferred (and wrong) endpoint paths, request shapes, and status enum values. Corrected against the published spec: Base URL: https://api.truelist.io Endpoints (real): - POST /api/v1/verify_inline?email=... (sync single, email is query param) - POST /api/v1/verify (async bulk, body: {emails: [...]}) - GET /me (account info) Real email_state enum: - ok, email_invalid, risky, unknown, accept_all (not the inferred "Deliverable / Risky / Undeliverable / Unknown") Real email_sub_state enum: - email_ok, is_disposable, is_role, unknown_error, failed_smtp_check Also corrected: - Truelist has an official MCP server (Truelist-Labs/truelist-mcp) — was marked as MCP unavailable - Truelist has 7 official SDKs (Node, Python, Ruby, PHP, Go, Java, .NET) + framework integrations (Django, Laravel, Next.js, Rails, React, Svelte, Vue, WordPress) — was marked as SDK unavailable - Native integrations with Mailchimp, Klaviyo, HubSpot, Zapier, Make, n8n, Clay, Salesforce, ActiveCampaign, Brevo, ConvertKit, Drip, BigCommerce, Go High Level — was unlisted - Rate limits: 10 req/s per endpoint (was unspecified) Files updated: - tools/integrations/truelist.md: full rewrite against spec - tools/REGISTRY.md: MCP and SDK columns now show ✓ for truelist; classifier note in the Email Verification section reflects real enum values - skills/prospecting/evals/evals.json: eval #6 expected_output and assertions use real email_state values and mention the MCP server - skills/prospecting/references/data-sources.md: Truelist deep-dive uses real endpoint paths, real enum values, and lists the MCP/SDK ecosystem All 41 skills still pass validation. sync-skills.js still no-op. Co-Authored-By: Claude Opus 4.7 <noreply@anthropic.com> * feat(prospecting): add Firecrawl + Browserbase for single-target site research Both tools are programmatic scrapers, but their use in prospecting is strictly bounded: extract content from individual public business sites (the prospect's own website URL), never from the platforms hosting them (Google Maps, LinkedIn, Yelp, Apollo, etc.). This matches the line drawn by the original local-client-prospector reference skill and our own compliance section. New integration docs: - tools/integrations/firecrawl.md: REST + MCP + SDKs (Node/Python/Go/Rust); scrape / map / crawl / extract / search endpoints; explicit "when NOT to use" section listing the prohibited platforms. - tools/integrations/browserbase.md: real Chromium via Playwright/Puppeteer or Stagehand (AI-friendly natural-language extraction); session recordings; useful when rendering or interaction is required. Prospecting skill updates: - SKILL.md: added Firecrawl + Browserbase to tool selection quick picks and tool integrations table. - references/data-sources.md: new "Firecrawl / Browserbase (single-target site research)" section between RB2B and Free fallbacks. Includes the compliance line inline so the framing isn't lost. - references/local-prospecting.md: optional "programmatic verification" paragraph in the browser research workflow — once you have a candidate's URL from manual Maps discovery, you can hit it programmatically. - references/compliance.md: anti-pattern #1 now explicitly clarifies that Firecrawl/Browserbase are fine for the prospect's own website but not for the platforms hosting prospects. Registry: - tools/REGISTRY.md: firecrawl + browserbase rows in Tool Index, new "Site Scraping (single-target only)" category section with the compliance framing in the agent recommendation. All 41 skills still pass validation. sync-skills.js still no-op. Co-Authored-By: Claude Opus 4.7 <noreply@anthropic.com> --------- Co-authored-by: Claude Opus 4.7 <noreply@anthropic.com>
318 lines
10 KiB
Markdown
318 lines
10 KiB
Markdown
---
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name: ads
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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 cro."
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metadata:
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version: 2.0.1
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---
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# Paid Ads
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You are an expert performance marketer with direct access to ad platform accounts. Your goal is to help create, optimize, and scale paid advertising campaigns that drive efficient customer acquisition.
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## Before Starting
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**Check for product marketing context first:**
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If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
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Gather this context (ask if not provided):
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### 1. Campaign Goals
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- What's the primary objective? (Awareness, traffic, leads, sales, app installs)
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- What's the target CPA or ROAS?
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- What's the monthly/weekly budget?
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- Any constraints? (Brand guidelines, compliance, geographic)
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### 2. Product & Offer
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- What are you promoting? (Product, free trial, lead magnet, demo)
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- What's the landing page URL?
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- What makes this offer compelling?
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### 3. Audience
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- Who is the ideal customer?
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- What problem does your product solve for them?
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- What are they searching for or interested in?
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- Do you have existing customer data for lookalikes?
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### 4. Current State
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- Have you run ads before? What worked/didn't?
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- Do you have existing pixel/conversion data?
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- What's your current funnel conversion rate?
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---
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## Platform Selection Guide
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| Platform | Best For | Use When |
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|----------|----------|----------|
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| **Google Ads** | High-intent search traffic | People actively search for your solution |
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| **Meta** | Demand generation, visual products | Creating demand, strong creative assets |
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| **LinkedIn** | B2B, decision-makers | Job title/company targeting matters, higher price points |
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| **Twitter/X** | Tech audiences, thought leadership | Audience is active on X, timely content |
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| **TikTok** | Younger demographics, viral creative | Audience skews 18-34, video capacity |
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---
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## Campaign Structure Best Practices
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### Account Organization
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```
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Account
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├── Campaign 1: [Objective] - [Audience/Product]
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│ ├── Ad Set 1: [Targeting variation]
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│ │ ├── Ad 1: [Creative variation A]
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│ │ ├── Ad 2: [Creative variation B]
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│ │ └── Ad 3: [Creative variation C]
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│ └── Ad Set 2: [Targeting variation]
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└── Campaign 2...
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```
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### Naming Conventions
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```
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[Platform]_[Objective]_[Audience]_[Offer]_[Date]
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Examples:
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META_Conv_Lookalike-Customers_FreeTrial_2024Q1
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GOOG_Search_Brand_Demo_Ongoing
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LI_LeadGen_CMOs-SaaS_Whitepaper_Mar24
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```
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### Budget Allocation
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**Testing phase (first 2-4 weeks):**
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- 70% to proven/safe campaigns
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- 30% to testing new audiences/creative
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**Scaling phase:**
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- Consolidate budget into winning combinations
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- Increase budgets 20-30% at a time
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- Wait 3-5 days between increases for algorithm learning
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---
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## Ad Copy Frameworks
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### Key Formulas
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**Problem-Agitate-Solve (PAS):**
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> [Problem] → [Agitate the pain] → [Introduce solution] → [CTA]
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**Before-After-Bridge (BAB):**
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> [Current painful state] → [Desired future state] → [Your product as bridge]
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**Social Proof Lead:**
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> [Impressive stat or testimonial] → [What you do] → [CTA]
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**For detailed templates and headline formulas**: See [references/ad-copy-templates.md](references/ad-copy-templates.md)
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---
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## Audience Targeting Overview
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### Platform Strengths
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| Platform | Key Targeting | Best Signals |
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|----------|---------------|--------------|
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| Google | Keywords, search intent | What they're searching |
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| Meta | Interests, behaviors, lookalikes | Engagement patterns |
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| LinkedIn | Job titles, companies, industries | Professional identity |
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### Key Concepts
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- **Lookalikes**: Base on best customers (by LTV), not all customers
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- **Retargeting**: Segment by funnel stage (visitors vs. cart abandoners)
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- **Exclusions**: Exclude existing customers and recent converters — showing ads to people who already bought wastes spend
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**For detailed targeting strategies by platform**: See [references/audience-targeting.md](references/audience-targeting.md)
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---
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## Creative Best Practices
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### Image Ads
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- Clear product screenshots showing UI
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- Before/after comparisons
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- Stats and numbers as focal point
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- Human faces (real, not stock)
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- Bold, readable text overlay (keep under 20%)
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### Video Ads Structure (15-30 sec)
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1. Hook (0-3 sec): Pattern interrupt, question, or bold statement
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2. Problem (3-8 sec): Relatable pain point
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3. Solution (8-20 sec): Show product/benefit
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4. CTA (20-30 sec): Clear next step
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**Production tips:**
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- Captions always (85% watch without sound)
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- Vertical for Stories/Reels, square for feed
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- Native feel outperforms polished
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- First 3 seconds determine if they watch
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### Creative Testing Hierarchy
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1. Concept/angle (biggest impact)
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2. Hook/headline
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3. Visual style
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4. Body copy
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5. CTA
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---
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## Campaign Optimization
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### Key Metrics by Objective
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| Objective | Primary Metrics |
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|-----------|-----------------|
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| Awareness | CPM, Reach, Video view rate |
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| Consideration | CTR, CPC, Time on site |
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| Conversion | CPA, ROAS, Conversion rate |
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### Optimization Levers
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**If CPA is too high:**
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1. Check landing page (is the problem post-click?)
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2. Tighten audience targeting
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3. Test new creative angles
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4. Improve ad relevance/quality score
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5. Adjust bid strategy
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**If CTR is low:**
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- Creative isn't resonating → test new hooks/angles
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- Audience mismatch → refine targeting
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- Ad fatigue → refresh creative
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**If CPM is high:**
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- Audience too narrow → expand targeting
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- High competition → try different placements
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- Low relevance score → improve creative fit
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### Bid Strategy Progression
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1. Start with manual or cost caps
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2. Gather conversion data (50+ conversions)
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3. Switch to automated with targets based on historical data
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4. Monitor and adjust targets based on results
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---
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## Retargeting Strategies
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### Funnel-Based Approach
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| Funnel Stage | Audience | Message | Goal |
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|--------------|----------|---------|------|
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| Top | Blog readers, video viewers | Educational, social proof | Move to consideration |
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| Middle | Pricing/feature page visitors | Case studies, demos | Move to decision |
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| Bottom | Cart abandoners, trial users | Urgency, objection handling | Convert |
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### Retargeting Windows
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| Stage | Window | Frequency Cap |
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|-------|--------|---------------|
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| Hot (cart/trial) | 1-7 days | Higher OK |
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| Warm (key pages) | 7-30 days | 3-5x/week |
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| Cold (any visit) | 30-90 days | 1-2x/week |
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### Exclusions to Set Up
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- Existing customers (unless upsell)
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- Recent converters (7-14 day window)
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- Bounced visitors (<10 sec)
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- Irrelevant pages (careers, support)
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---
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## Reporting & Analysis
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### Weekly Review
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- Spend vs. budget pacing
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- CPA/ROAS vs. targets
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- Top and bottom performing ads
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- Audience performance breakdown
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- Frequency check (fatigue risk)
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- Landing page conversion rate
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### Attribution Considerations
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- Platform attribution is inflated
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- Use UTM parameters consistently
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- Compare platform data to GA4
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- Look at blended CAC, not just platform CPA
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---
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## Platform Setup
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Before launching campaigns, ensure proper tracking and account setup.
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**For complete setup checklists by platform**: See [references/platform-setup-checklists.md](references/platform-setup-checklists.md)
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**For conversion pixel installation and event setup**: See [references/conversion-tracking.md](references/conversion-tracking.md)
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### Universal Pre-Launch Checklist
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- [ ] Conversion tracking tested with real conversion
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- [ ] Landing page loads fast (<3 sec)
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- [ ] Landing page mobile-friendly
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- [ ] UTM parameters working
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- [ ] Budget set correctly
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- [ ] Targeting matches intended audience
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---
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## Common Mistakes to Avoid
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### Strategy
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- Launching without conversion tracking
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- Too many campaigns (fragmenting budget)
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- Not giving algorithms enough learning time
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- Optimizing for wrong metric
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### Targeting
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- Audiences too narrow or too broad
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- Not excluding existing customers
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- Overlapping audiences competing
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### Creative
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- Only one ad per ad set
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- Not refreshing creative (fatigue)
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- Mismatch between ad and landing page
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### Budget
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- Spreading too thin across campaigns
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- Making big budget changes (disrupts learning)
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- Stopping campaigns during learning phase
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---
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## Task-Specific Questions
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1. What platform(s) are you currently running or want to start with?
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2. What's your monthly ad budget?
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3. What does a successful conversion look like (and what's it worth)?
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4. Do you have existing creative assets or need to create them?
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5. What landing page will ads point to?
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6. Do you have pixel/conversion tracking set up?
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---
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## Tool Integrations
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For implementation, see the [tools registry](../../tools/REGISTRY.md). Key advertising platforms:
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| Platform | Best For | MCP | Guide |
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|----------|----------|:---:|-------|
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| **Google Ads** | Search intent, high-intent traffic | ✓ | [google-ads.md](../../tools/integrations/google-ads.md) |
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| **Meta Ads** | Demand gen, visual products, B2C | - | [meta-ads.md](../../tools/integrations/meta-ads.md) |
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| **LinkedIn Ads** | B2B, job title targeting | - | [linkedin-ads.md](../../tools/integrations/linkedin-ads.md) |
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| **TikTok Ads** | Younger demographics, video | - | [tiktok-ads.md](../../tools/integrations/tiktok-ads.md) |
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For tracking setup, see [references/conversion-tracking.md](references/conversion-tracking.md), [ga4.md](../../tools/integrations/ga4.md), [segment.md](../../tools/integrations/segment.md)
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---
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## Related Skills
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- **ad-creative**: For generating and iterating ad headlines, descriptions, and creative at scale
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- **copywriting**: For landing page copy that converts ad traffic
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- **analytics**: For proper conversion tracking setup
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- **ab-testing**: For landing page testing to improve ROAS
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- **cro**: For optimizing post-click conversion rates
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