Agentic Marketing for PMM
"Whether or not your team has a PMM, someone is doing PMM work."
Most fintech marketing teams don’t have a dedicated product marketer — so positioning, competitive intel, and launches land on whoever’s closest.
These Agentic Marketing resources will help you do that work as a repeatable system: the same plays a senior PMM would run, powered by Claude skills and kept under your judgment.
Who is this for?
This approach is built for the marketer doing PMM work without the title — and for the leaders who depend on them. It fits if you:
- Get handed launches, positioning, or competitive intel with little notice
- Are tired of generic AI output that sounds like everyone else’s
- Want repeatable systems instead of one-off heroics
- Believe AI should elevate the role, not replace the craft
PMM Pack for Claude
Start here
This Field Guide is a companion to the pack. Keep it open while you work, or share it with your team to get everyone running the same plays.
Install in 5 steps
The plugin below bundles all 9 skills plus the onboarding flow. Do not skip Step 5 — that is the onboarding that makes every skill know your company.
Step 1: Download the pack
Grab the .zip file and save in your computer. It bundles all 9 skills plus the onboarding flow.
Step 2: Open Cowork and click Customize
Make sure you are on desktop and inside the Cowork section, then click Customize.
Step 3: Create a new plugin
Click + in the plugin section, then choose Create plugin and Upload plugin.
Step 4: Drop the .zip file you downloaded
Drag the file straight into the upload area. Cowork reads the bundle and installs all nine skills at once.
Step 5: Run the onboarding skill on Cowork
This is the step that personalizes everything. A 5-min interview captures your company, ICP, positioning pillars, competitors, brand voice, and 90-day priorities.
What’s inside the PMM Pack?
Skills
What it does
How to trigger
Positioning
Writes your positioning statement and a three-tier messaging hierarchy using April Dunford's Obviously Awesome framework. It reads your competitors from the onboarding file, then delivers a ready-to-use sales talk track, a website hero block, and a clear "what we are not" section — all in a single pass.
"build our positioning", "draft a positioning statement", "messaging framework", "position us against [competitor]", "tighten our messaging"
ICP and Personas
Sharpens your ideal customer profile and builds one to three buyer persona cards, each covering the buyer's jobs to be done, what triggers a purchase, how they decide, and the objections they raise. It moves past surface-level demographics into the JTBD lens and stops at three personas so the result stays focused and usable.
"define our ICP", "build personas", "who is our buyer", "tighten the ICP", "persona card for [role]"
Competitive Battlecard
Builds a one-page battlecard for any competitor you name, covering their positioning, where you win, where they win, traps to set in the deal, talk tracks for your reps, and pricing intel. When your CRM and call-recording connectors are linked, it pulls in live data so the card reflects what's actually happening in your pipeline.
"battlecard for [competitor]", "how do we win against [competitor]", "competitive intel on [competitor]", "talk tracks for [competitor]"
Product Launch Brief
Creates a one-page launch brief sized to the launch itself: ship date, owners, core messaging, a channels-and-assets table, success metrics, risks, and open questions. It first sorts the launch into Tier 1, 2, or 3 and scales the plan to match — so a minor release no longer gets treated like a full category launch.
"launch brief", "write a GTM brief", "launch plan for [feature]", "tier this launch", "campaign brief for [launch]"
Customer Story
Turns a raw customer interview into a full set of publishable case-study assets. Pick the structure that fits: Challenge-Solution-Result for standard B2B, SCQA for executive briefs, or Forrester TEI for enterprise ROI cases. From that one input it generates a long-form story, a one-pager, an exec summary, a video script, and social snippets.
"write a case study", "draft a customer story", "turn this call into a case study", "build a one pager for [customer]", "interview questions for a case study"
Win/Loss Analysis
Takes your raw deal data and buyer interviews and turns them into themed analysis using Klue's seven-step methodology and a six-factor model (product, pricing, sales execution, marketing, competitor, and buyer decision process). The result is a prioritized action register your PMM team can pick up and run with.
"win loss analysis", "why are we losing", "review last quarter's losses", "what themes are showing up in won deals", "analyze closed lost deals"
Release Notes
Converts a raw engineering changelog into four polished release artifacts in one pass: internal enablement with sales talking points, a customer-facing blog or changelog page, a social thread, and in-app banner copy. Each one follows your brand voice and connects what shipped back to your positioning pillars.
"release notes for [version]", "draft the changelog", "what shipped this sprint", "customer facing release notes", "in app release announcement"
Sound Like a Human
Strips the telltale signs of AI-generated writing out of any text (em dashes, delve, moreover, listicle slop, vague hedging) and injects real personality, so the result reads like a person actually wrote it. Especially useful for the customer stories, launch briefs, release notes, and social copy this pack produces.
"humanize this", "make this sound like a human", "remove AI writing", "this sounds AI generated", or pasting a draft and asking for a rewrite
Skill Opportunity Mapper
Walks you through your PMM process and silently extracts every skill opportunity using four criteria (recurs, clear input and output, has rules, non-trivial). Output is a saved skill map plus a prioritized build queue scored on impact vs effort, ready to hand off to skill-creator. Useful when you have a workflow this pack doesn't cover yet.
"what skills should I build", "find skill opportunities", "map my process", "what could become a skill", "audit my workflow", "I want to skillify my work"
Special thanks
This pack stands on the shoulders of the product marketing and Claude skills communities. Special thanks to April Dunford (Obviously Awesome), Paweł Huryn / Product Compass (pm-skills), and Klue (win/loss methodology), with customer-story frameworks drawing on McKinsey’s SCR, BAB, and Forrester’s TEI. Thanks also to the open-source builders who inspired individual skills — refoundai, openclaudia, jmsktm, louisblythe, the Anthropic competitive-intelligence skill, @blader‘s humanizer with the Wikipedia “Signs of AI writing” catalog, and the meta-skills process-interviewer skill.
Support my run!
If you found this useful, consider contributing to my fundraising race in aid of CALM and mental health awareness. Every pound helps!
