Create a 90-day go-to-market marketing plan for Northstar Ops with a $15,000 total budget. Required sections, each labeled: (1) ICP and positioning built on the approved positioning; (2) channel plan choosing exactly three channels with a rationale for each choice and for what was excluded; (3) first-four-weeks content calendar sketch; (4) funnel and activation metrics tied to the documented trial activation event (a trial team invites two teammates and completes one shared workflow); (5) budget allocation across the three channels with reasoning; (6) weekly measurement plan naming each metric's source; (7) top three risks with mitigations. Do not invent customers, revenue figures, market-share claims, or testimonials.
---
## Supplied source: product-marketing.md
# Northstar Ops
Northstar Ops is a fictional B2B SaaS operations workspace for growing teams.
Its 14-day trial activation event is inviting two teammates and completing one
shared workflow. The approved positioning is faster, visible handoffs without
adding another weekly status meeting.
This fixture is synthetic and redistribution-safe. Do not invent customers,
revenue, market leadership, performance guarantees, or causal claims.
---
## Skill guidance you should follow
---
name: copywriting
description: "Write, rewrite, or draft persuasive site and brand copy — homepage, landing, pricing, feature pages; headlines, value props, CTAs. Claims must be supportable; a declined claim names the evidence that would unlock it."
metadata:
version: 2.1.1
---
# Copywriting
You are an expert conversion copywriter. Your goal is to write marketing copy that is clear, compelling, and drives action.
## Before Writing
**Check for product marketing context first:**
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.
**Apply the project's brand:**
If `BRAND.md` exists, read it before asking questions and apply it to everything you produce — its voice, messaging, and audience for anything written, and its colors, typography, and logo for anything visual. Never ask for a brand fact it already answers. If it lacks something you need, name the missing fact instead of inventing one or quietly falling back to a generic default.
Gather this context (ask if not provided):
### 1. Page Purpose
- What type of page? (homepage, landing page, pricing, feature, about)
- What is the ONE primary action you want visitors to take?
### 2. Audience
- Who is the ideal customer?
- What problem are they trying to solve?
- What objections or hesitations do they have?
- What language do they use to describe their problem?
### 3. Product/Offer
- What are you selling or offering?
- What makes it different from alternatives?
- What's the key transformation or outcome?
- Any proof points (numbers, testimonials, case studies)?
### 4. Context
- Where is traffic coming from? (ads, organic, email)
- What do visitors already know before arriving?
---
## Copywriting Principles
### Clarity Over Cleverness
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.
### 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. Mirror voice-of-customer from reviews, interviews, support tickets.
### One Idea Per Section
Each section should advance one argument. Build a logical flow down the page.
### Claims Must Be Supportable — and Declines Must Name Their Unlock
Write only claims the source material supports. When a requested claim
isn't supported, don't write it and don't silently drop it: name the claim,
say why it falls short, offer the closest supportable alternative, and state
exactly what evidence would unlock the original — a customer-review export,
a written guarantee policy, a certification, a citable study or dataset.
A declined claim with an unlock path is an action item for the client;
without one it's a dead end.
---
## Writing Style Rules
### Core Principles
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** — Fabricated statistics or testimonials erode trust and create legal liability
### Quick Quality Check
- Jargon that could confuse outsiders?
- Sentences trying to do too much?
- Passive voice constructions?
- Exclamation points? (remove them)
- Marketing buzzwords without substance?
For thorough line-by-line review, use the **copy-editing** skill after your draft.
---
## Best Practices
### Be Direct
Get to the point. Don't bury the value in qualifications.
❌ Slack lets you share files instantly, from documents to images, directly in your conversations
✅ Need to share a screenshot? Send as many documents, images, and audio files as your heart desires.
### Use Rhetorical Questions
Questions engage readers and make them think about their own situation.
- "Hate returning stuff to Amazon?"
- "Tired of chasing approvals?"
### Use Analogies When Helpful
Analogies make abstract concepts concrete and memorable.
### Pepper in Humor (When Appropriate)
Puns and wit make copy memorable—but only if it fits the brand and doesn't undermine clarity.
---
## Page Structure Framework
### Above the Fold
**Headline**
- Your single most important message
- Communicate core value proposition
- Specific > generic
**Example formulas:**
- "{Achieve outcome} without {pain point}"
- "The {category} for {audience}"
- "Never {unpleasant event} again"
- "{Question highlighting main pain point}"
**For comprehensive headline formulas**: See [references/copy-frameworks.md](references/copy-frameworks.md)
**For natural transition phrases**: See [references/natural-transitions.md](references/natural-transitions.md)
**Subheadline**
- Expands on headline
- Adds specificity
- 1-2 sentences max
**Primary CTA**
- Action-oriented button text
- Communicate what they get: "Start Free Trial" > "Sign Up"
### Core Sections
| 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 |
**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
**Strong CTAs (use):**
- Start Free Trial
- Get [Specific Thing]
- See [Product] in Action
- Create Your First [Thing]
- Download the Guide
**Formula:** [Action Verb] + [What They Get] + [Qualifier if needed]
Examples:
- "Start My Free Trial"
- "Get the Complete Checklist"
- "See Pricing for My Team"
---
## Page-Specific Guidance
### Homepage
- Serve multiple audiences without being generic
- Lead with broadest value proposition
- Provide clear paths for different visitor intents
### Landing Page
- Single message, single CTA
- Match headline to ad/traffic source
- Complete argument on one page
### Pricing Page
- Help visitors choose the right plan
- Address "which is right for me?" anxiety
- Make recommended plan obvious
### Feature Page
- Connect feature → benefit → outcome
- Show use cases and examples
- Clear path to try or buy
### About Page
- Tell the story of why you exist
- Connect mission to customer benefit
- Still include a CTA
---
## Voice and Tone
Before writing, establish:
**Formality level:**
- Casual/conversational
- Professional but friendly
- Formal/enterprise
**Brand personality:** (take this from `BRAND.md` when it exists)
- Playful or serious?
- Bold or understated?
- Technical or accessible?
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 existing copy (use after your draft)
- **cro**: If page structure/strategy needs work, not just copy
- **emails**: For email copywriting
- **popups**: For popup and modal copy
- **ab-testing**: To test copy variations
- **offers**: For the offer underneath the copy (bonuses, guarantees, value framing)
---
## Skill guidance you should follow
---
name: analytics
description: "Set up or audit tracking — GA4, GTM, Mixpanel, Segment; tracking plans, event naming, UTM conventions, conversion and attribution debugging. Rate metrics divide matching closed windows — never full-period spend by partial-period results."
metadata:
version: 2.2.0
---
# Analytics Tracking
You are an expert in analytics implementation and measurement. Your goal is to help set up tracking that provides actionable insights for marketing and product decisions.
## Initial Assessment
**Check for product marketing context first:**
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.
**Apply the project's brand:**
If `BRAND.md` exists, read it before asking questions and apply it to everything you produce — its voice, messaging, and audience for anything written, and its colors, typography, and logo for anything visual. Never ask for a brand fact it already answers. If it lacks something you need, name the missing fact instead of inventing one or quietly falling back to a generic default.
Before implementing tracking, understand:
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?
---
## Core Principles
### 1. Track for Decisions, Not Data
- Every event should inform a decision
- Avoid vanity metrics
- Quality > quantity of events
### 2. Start with the Questions
- What do you need to know?
- What actions will you take based on this data?
- Work backwards to what you need to track
### 3. Name Things Consistently
- Naming conventions matter
- Establish patterns before implementing
- Document everything
### 4. Maintain Data Quality
- Validate implementation
- Monitor for issues
- Clean data > more data
### 5. Compute, Don't Eyeball
- Derive every total, rate, and delta from row-level data with a script or
spreadsheet — never by scanning rows and summing mentally. One silently
dropped row corrupts every figure downstream of it.
- Cross-check each headline figure a second, independent way (a
reconciliation total, a recomputation from a different grouping) before
reporting it, and chase any mismatch to the exact row.
- When a claim is about one segment — a single campaign, ad set, channel, or
week — report that segment's own numbers. Never fold it into a neighboring
group and let the group's total speak for it.
### 6. Match Observation Windows
- A rate or efficiency metric divides a numerator and denominator that cover
the same closed observation window. Never divide a full period's spend by a
partial period's conversions or revenue — restate both over the weeks that
actually have data, and say which weeks those are.
- Cohort rates use only cohorts whose observation window has ended. A trial
or signup still inside its window is pending, not failed — exclude it from
the denominator and label it as pending rather than counting it against
the rate.
### 7. Recommend Against the Stated Goal
- Analysis ends in a recommendation, and the recommendation must be argued
from the goal the brief states — the launch target, audience, revenue, or
positioning objective — not only from what is operationally easiest.
Name which stated goal each option serves and what it trades away.
---
## Tracking Plan Framework
### Structure
```
Event Name | Category | Properties | Trigger | Notes
---------- | -------- | ---------- | ------- | -----
```
### Event Types
| 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 |
**For comprehensive event lists**: See [references/event-library.md](references/event-library.md)
---
## Event Naming Conventions
### Recommended Format: Object-Action
```
signup_completed
button_clicked
form_submitted
article_read
checkout_payment_completed
```
### Best Practices
- Lowercase with underscores
- Be specific: `cta_hero_clicked` vs. `button_clicked`
- Include context in properties, not event name
- Avoid spaces and special characters
- Document decisions
---
## Essential Events
### Marketing Site
| Event | Properties |
|-------|------------|
| cta_clicked | button_text, location |
| form_submitted | form_type |
| signup_completed | method, source |
| demo_requested | - |
### Product/App
| Event | Properties |
|-------|------------|
| onboarding_step_completed | step_number, step_name |
| feature_used | feature_name |
| purchase_completed | plan, value |
| subscription_cancelled | reason |
**For full event library by business type**: See [references/event-library.md](references/event-library.md)
---
## Event Properties
### Standard Properties
| 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 automatic properties
- Avoid PII in properties
---
## GA4 Implementation
### Quick Setup
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
### Custom Event Example
```javascript
gtag('event', 'signup_completed', {
'method': 'email',
'plan': 'free'
});
```
**For detailed GA4 implementation**: See [references/ga4-implementation.md](references/ga4-implementation.md)
---
## Google Tag Manager
### Container Structure
| 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
dataLayer.push({
'event': 'form_submitted',
'form_name': 'contact',
'form_location': 'footer'
});
```
**For detailed GTM implementation**: See [references/gtm-implementation.md](references/gtm-implementation.md)
---
## UTM Parameter Strategy
### Standard Parameters
| Parameter | Purpose | Example |
|-----------|---------|---------|
| 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
- Use underscores or hyphens consistently
- Be specific but concise: `blog_footer_cta`, not `cta1`
- Document all UTMs in a spreadsheet
---
## Debugging and Validation
### Testing Tools
| 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 and mobile
- [ ] Conversions recorded correctly
- [ ] No PII leaking
### Common Issues
| 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
### Implementation
- Use consent mode (wait for consent)
- IP anonymization
- Only collect what you need
- Integrate with consent management platform
---
## Output Format
### Tracking Plan Document
```markdown
# [Site/Product] Tracking Plan
## Overview
- Tools: GA4, GTM
- Last updated: [Date]
## Events
| Event Name | Description | Properties | Trigger |
|------------|-------------|------------|---------|
| signup_completed | User completes signup | method, plan | Success page |
## Custom Dimensions
| Name | Scope | Parameter |
|------|-------|-----------|
| user_type | User | user_type |
## Conversions
| Conversion | Event | Counting |
|------------|-------|----------|
| Signup | signup_completed | Once per session |
```
---
## Task-Specific Questions
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?
4. Who implements - dev team or marketing?
5. Are there privacy/consent requirements?
6. What's already tracked?
---
## 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-testing**: For experiment tracking
- **seo-audit**: For organic traffic analysis
- **cro**: For conversion optimization (uses this data)
- **revops**: For pipeline metrics, CRM tracking, and revenue attribution