This doc maps every marketing-skill and every relevant MCP/API integration to the AARRR stage(s) it primarily serves.
This doc maps every marketing-skill and every relevant MCP/API integration to the AARRR stage(s) it primarily serves. It's the source for Section 11 of every plan.
Note on scope. Skills below live in this
marketingskillsrepo. A few references point to optional tools from adjacent Claude Code marketplaces (e.g.,vercel:agent-browser,compound-engineering:diagram-maker) — substitute equivalents if not installed. When a plan references a skill or tool that isn't available, fall back to the underlying tactic and call it out in Section 13's open decisions.
A small team + fCMO + agentic tooling = output of a 15–20-person traditional marketing org. The skills + MCPs encode workflows that previously required dedicated headcount per channel.
The plan's Section 11 makes this thesis explicit by:
| Skill | What it does | Primary use in Acquisition | |---|---|---| | seo-audit | Audit site for technical and on-page SEO | Quarterly site health checks | | ai-seo | Optimize content for AI search engines / LLM citation | Future-proof content strategy | | programmatic-seo | Build template-driven SEO pages at scale | Location, comparison, integration page systems | | schema | Add structured data markup | Rich snippets, eligibility for AI citation | | content-strategy | Plan content topics, pillars, cadence | Setting the editorial calendar | | competitors | Build vs-pages and alternative-to-pages | Capture high-intent SERPs against competitors | | ads | Plan and structure paid campaigns | Apple Search Ads, Meta, Google, LinkedIn | | ad-creative | Generate ad variations and creative | Iterate ad creative across platforms | | social | Plan and write social media content | LinkedIn, Twitter/X, Instagram, TikTok | | typefully | Schedule/post tweets, threads, LinkedIn content | Cadence operations for founder-led channels | | cold-email | Write B2B cold outreach + sequences | Outbound for B2B SaaS / hybrid businesses | | analytics | Set up tracking, GA4, conversion events | Funnel instrumentation | | free-tools | Plan engineering-as-marketing free tools | Build tools that generate links + leads | | marketing-website-design | Design marketing sites with intention | Pillar/landing page design | | launch | Plan and execute launches (Product Hunt, GA, feature launches) | GTM moments — strategy + tactical execution |
| Skill | What it does | Primary use in Activation | |---|---|---| | onboarding | Optimize user onboarding flows | Onboarding rebuild, activation rate tests | | signup | Optimize signup/registration | Reduce friction at top of activation | | cro | Optimize any marketing page or form | Conversion testing across pages, forms, landing pages | | paywalls | Optimize paywalls and upgrade screens | Trial → paid conversion (also Revenue) | | popups | Optimize popups, modals, slide-ins | Lead capture + activation prompts | | copywriting | Write marketing copy | Onboarding screens, paywall copy, CTAs | | copy-editing | Edit and improve existing copy | Voice / clarity pass before ship | | copycraft | Real-time copy variation overlay | Live copy iteration during reviews | | website-copy | Write full website copy (stage-8 from CF process) | Comprehensive site copy production | | ab-testing | Plan A/B tests | Structure for onboarding variant tests | | marketing-psychology | Apply behavioral science to copy and CRO | Persuasion principles in activation moments |
| Skill | What it does | Primary use in Retention | |---|---|---| | emails | Design email sequences | Customer.io / Mailchimp / Resend flow building | | churn-prevention | Build cancellation flows, save offers, win-back | Reduce churn, recover failed payments | | copywriting / copy-editing | Email copy production | Lifecycle email content | | paywalls | (cross-cuts) — upgrade prompts in retention emails | Upsell within lifecycle | | ab-testing | Test email variants | Subject line, CTA, timing tests |
| Skill | What it does | Primary use in Referral | |---|---|---| | referrals | Plan and launch referral / affiliate / ambassador programs | Core skill for Section 7 | | social | Create ambassador-shareable content | Talking points, post templates | | copywriting | Ambassador / affiliate email copy | Recruitment, onboarding, communication | | marketing-website-design | Per-ambassador landing pages | Attribution surface | | emails | Ambassador lifecycle emails | Onboarding, monthly digest, payout notifications |
| Skill | What it does | Primary use in Revenue | |---|---|---| | pricing | Audit and optimize pricing | Plan tier structure, annual defaults, value metrics | | paywalls | Paywall optimization | Trial → paid, free → paid conversion | | sales-enablement | Build sales decks, one-pagers, demos | B2B sales support material | | revops | Revenue operations, lead lifecycle | Marketing → sales handoff | | ab-testing | Pricing experiments | Test annual default, intro pricing, tier consolidation |
| Skill | What it does | Primary use | |---|---|---| | product-marketing | Set up the .agents/product-marketing.md context file (positioning, ICP, voice) | Foundational — run first; every section of the plan references this | | customer-research | Conduct customer interviews + surveys | Section 2 + Section 3 (Current state) | | marketing-psychology | Apply behavioral science | Cross-cuts copy, CRO, paywalls | | marketing-ideas | The 139-idea library | Section 12 of plan (Idea bank) |
| Tool | What it provides | Wired-at-client check | |---|---|---| | Ahrefs API | SEO data: keyword research, backlinks, competitor analysis | Required AHREFS_API_KEY in .env | | DataForSEO API | SERP data, keyword volume, competitor SERP analysis | Required API key | | GA4 MCP | Traffic by channel, conversion events, retention curves | Wired via gcp project + service account | | GitHub MCP | Repo work: marketing site (site-name-promo patterns), content authoring | Standard gh CLI auth + MCP server | | Typefully MCP | Social posting (LinkedIn, X, Threads, Bluesky) | Typefully account + API key | | Google Ads MCP | Ad account management, campaign creation, performance pulls | Wired post-budget-unlock | | agent-browser | Browser automation (form fills, screenshots, scraping) | CLI install: npm install -g agent-browser | | dev-browser | General-purpose browser automation | MCP server install | | defuddle | Clean markdown extraction from web pages | CLI install | | Notion | Internal knowledge directory access | Notion API key | | Stripe MCP | LTV math, paid-CAC reconciliation (cross-cuts to Revenue) | Stripe account + restricted key |
| Tool | What it provides | |---|---| | App Store Connect | Conversion rate by listing variant, install funnel | Usually manual + dev-browser for screenshots | | GitHub MCP | Mobile app repo for onboarding code edits | | Figma / Pencil MCP | Onboarding screen design + iteration | | Customer.io MCP | In-app messaging + lifecycle email coordination | | Stripe MCP | Subscription state for paywall logic | | GA4 MCP | Activation events instrumentation |
| Tool | What it provides | |---|---| | Customer.io MCP | The retention infrastructure — flow building, segmentation, sending | | Shopify | Hardware buyer events as lifecycle triggers | | Stripe MCP | Subscription state, churn cohorts, plan changes | | GA4 MCP | Session events, retention curves | | Resend / Mailchimp / SendGrid | Alternatives to Customer.io for different stacks |
| Tool | What it provides | |---|---| | Dub.co | Ambassador attribution, short links, per-ambassador tracking | | Stripe MCP | Commission accounting + payouts via Connect | | GitHub MCP | Per-ambassador landing pages | | Customer.io MCP | Ambassador lifecycle (recruitment → onboarding → monthly digest → payout notifications) | | Rewardful / Tolt / Mention Me | Alternatives to Dub for affiliate management |
| Tool | What it provides | |---|---| | Stripe MCP | Pricing tests, subscription analytics, churn cohort analysis, blended CAC math | | Shopify | Hardware transactions | | GA4 MCP | Revenue events | | Customer.io MCP | Paywall / pricing-related lifecycle | | Notion | Commercial knowledge directory |
| Tool | What it provides | |---|---| | Notion | Shared knowledge base | | GitHub MCP | Shared context repo ({client-org}/{client-context}) | | defuddle | Research extraction | | obsidian-cli | Working notes for fCMO | | Pencil MCP | Design files | | Figma MCP | Design files (if Figma) |
The plan's Section 11 must include this table (or equivalent), specific to the client's current and projected funding stages.
| Stage | Headcount | Tooling | Channels live | |---|---|---|---| | Pre-seed / bootstrapped | fCMO + founder team | All current tooling + marketing-skills library + MCP layer | Organic only (SEO, content, App Store, founder-led social, events, WOM, ambassador) | | Seed close | + first marketing hire (lifecycle/content owner) | + paid ad accounts (Apple Search Ads, Meta, LinkedIn) + ads skill activated | + paid acquisition pilot ($5–15K/mo — see funding-stage-unlocks.md for canonical tiers) | | Seed deployment | + designer (potentially fractional) | + analytics expansion (Mixpanel / Amplitude if needed) | + paid scaling ($20–50K/mo) + first launches (PH, GA) | | Series A | + performance marketing lead + content lead | + dedicated tooling spend ($2–5K/mo software) + sponsored event budget | + paid scaling ($50–150K/mo) + international consideration + B2B vertical expansion | | Series B+ | Full-stack marketing org (10+ people) | + agency partnerships + PR firm | + brand campaigns + acquisitions + sponsorships at category level |
Section 11 of the plan must include at least one concrete operational example that proves the stack thesis. The example should be:
Examples from real engagements:
programmatic-seo against the Ahrefs API + GitHub MCP — no dedicated SEO hire required."cold-email skill + GA4 MCP + Stripe MCP gave the team a verified target list of users with high LTV but no recent activity."If the client has no such moment in their history yet, frame the example as the first move — "Here's the demonstration the team will run in week one to validate the stack:"
For clients without MCP connections set up, frame Section 11 differently:
A plan can't claim the agentic-stack thesis if the stack isn't wired. Be honest about state.