ICP and Ideal Customer Profile the whole team references

STAFF CAAL / PARKER · V0.2.0

marketing-skills:customer-researchmarketing-skills:product-marketing

REQUIRES

claude plugin install marketing-skills@coreyhaines31 — third-party marketplace (coreyhaines31/marketingskills)

WHEN TO REACH FOR THIS

Every copy, ad, positioning, and sales task in this pack starts by asking who you sell to. When each task re-decides that from scratch, your messaging drifts. This foundation produces one Ideal Customer Profile grounded in real customer research and writes it to the shared context file every marketing skill reads first (.agents/product-marketing.md), so the whole staff works from the same accurate picture. Fill it in once and every downstream playbook inherits it.

REQUIRES

claude plugin install marketing-skills@coreyhaines31 (third-party marketplace, coreyhaines31/marketingskills — provides customer-research and product-marketing, which owns the .agents/product-marketing.md context file)
claude plugin install bopen-tools@b-open-io (provides Parker, the bopen-tools:researcher agent)
claude plugin install product-skills@b-open-io (provides Caal, the product-skills:marketer agent)
Whatever customer evidence you have: reviews, support tickets, interview notes, sales-call transcripts, churn reasons. More real language = better ICP.

CONTEXT INPUTS

Fill these in as the raw material. The playbook turns them into a structured profile; leave a field blank and the agents will flag it as a named research gap for you to fill.

{{PRODUCT_ONELINER}}    What the product is, in one sentence
{{WHO_BUYS_TODAY}}      Your best current customers (names, industries, sizes)
{{WHO_CHURNS}}          Who signs up but never sticks (the anti-persona signal)
{{PRIMARY_JOB}}         The main job customers "hire" the product to do
{{EVIDENCE_SOURCES}}    Paths/links to reviews, tickets, transcripts, interviews
{{DECISION_ROLES}}      Who's involved in buying (user, champion, budget owner)
{{TOP_COMPETITORS}}     What customers use or considered instead

THE PROMPT

PASTE INTO YOUR AGENT

Produce one Ideal Customer Profile and persist it as the shared marketing
context. Two agents collaborate.

Parker (bopen-tools:researcher): ground the profile in evidence.
- Read every source in {{EVIDENCE_SOURCES}}. Extract verbatim customer language:
  how they describe the problem, the solution, and the moment they decided to
  buy. Quote exact phrases; they matter more than paraphrase.
- Summarize patterns: recurring pains, the switching trigger, common objections,
  and who actually shows up in the buying decision ({{DECISION_ROLES}}).
- Hand Caal the evidence digest with quotes and sources.

Caal (product-skills:marketer): build and save the ICP.
- Load the marketing-skills:customer-research skill, then the
  marketing-skills:product-marketing skill. The product-marketing skill owns the
  canonical context file at .agents/product-marketing.md; use it to write there.
- Using Parker's digest plus the inputs below, complete the ICP sections:
  product overview, target audience, personas, problems and pain points,
  competitive landscape ({{TOP_COMPETITORS}}), differentiation, objections and
  anti-persona ({{WHO_CHURNS}}), switching dynamics, customer language, and goals.
- Product: {{PRODUCT_ONELINER}}. Best customers: {{WHO_BUYS_TODAY}}.
  Primary job: {{PRIMARY_JOB}}.
- Save the result to .agents/product-marketing.md so every other marketing skill
  reads it automatically.

Negative prompts:
- Do NOT invent customer quotes, personas, or pain points. If evidence is thin
  for a section, write "RESEARCH GAP" and name what to gather; do not fill it
  with plausible fiction.
- Do NOT collapse distinct buyer roles into one generic "the customer."
- Do NOT skip the anti-persona. Who is NOT a fit is as load-bearing as who is.
- Do NOT overwrite an existing .agents/product-marketing.md without first
  reading it and confirming which sections to update.

EXPECTED OUTPUT

A completed .agents/product-marketing.md with a research-grounded ICP: personas, verbatim customer language, competitive framing, and an explicit anti-persona, all of which every other marketing-skills playbook reads automatically. Any thin section is flagged as a named research gap for the buyer to fill.

FOLLOW-UP CHAIN

mg-voice-tone-sheet — capture the founder's voice so drafts stay human on top of the accurate audience picture.
mg-competitive-briefing — build the living competitor doc the ICP references.
mg-pricing-packaging-doc — settle pricing against the value this ICP cares about.
mg-fractional-cmo-plan — turn the ICP into a full 90-day growth plan.

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