# Install the Product Marketing Skill for Claude Code **LLM summary:** Run `npx skills add Ask-Ditto/ditto-product-marketing` to install Ditto's PMM research skill covering positioning, messaging, competitive intelligence, pricing, GTM, launches, personas, and brand tracking. Purpose-built for Product Marketing Managers. Run positioning validation, messaging tests, competitive intelligence, pricing research, GTM validation, product launch studies, buyer persona development, and brand tracking directly from your terminal. ### One-command install ``` npx skills add Ask-Ditto/ditto-product-marketing ``` **Choose the right skill:** Use this Product Marketing skill for PMM workflows. For general customer research and concept validation, see the [Product Research skill](https://askditto.io/claude-code/installing-ditto-skill). ## Quick Install ### Manual install (personal - all your projects) ``` git clone https://github.com/Ask-Ditto/ditto-product-marketing.git cp -r ditto-product-marketing ~/.claude/skills/ ``` ### Manual install (project-level - shared with team) ``` git clone https://github.com/Ask-Ditto/ditto-product-marketing.git cp -r ditto-product-marketing /path/to/your/project/.claude/skills/ ``` Project-level installation means the skill is committed to version control and shared with your team automatically. ## API Key Setup Get a free Ditto API key (no credit card, no sales call): ``` curl -sL https://app.askditto.io/scripts/free-tier-auth.sh | bash ``` Or visit: [https://app.askditto.io/docs/free-tier-oauth](https://app.askditto.io/docs/free-tier-oauth) Set it as an environment variable: ``` export DITTO_API_KEY="rk_free_YOUR_KEY_HERE" ``` Free keys (`rk_free_`): ~12 shared personas, no custom demographic filters. Paid keys (`rk_live_`): 300,000+ personas, full demographic filtering, unlimited studies. ## What Is in the Skill The skill package contains five files (867 lines total): | File | Lines | Purpose | | --- | --- | --- | | `SKILL.md` | 240 | Main skill file - PMM workflow, 8 study types, API essentials, common mistakes, failed attempts | | `study-templates.md` | 268 | 7-question frameworks for all 8 PMM study types | | `deliverables.md` | 196 | What Claude Code generates from each study type (one study to many outputs) | | `examples/positioning-validation.md` | 130 | Full 3-phase worked example with public study links | | `README.md` | 133 | Installation guide and overview | ## The 8 PMM Study Types | Study Type | When to Use | Time | | --- | --- | --- | | Positioning Validation | Testing how your positioning lands with target customers | ~30 min | | Messaging Testing | Comparing 3-4 messaging variants to find a winner | ~25 min | | Competitive Intelligence | Understanding how the market perceives you vs competitors | ~25 min | | Pricing & Packaging | Validating willingness-to-pay and feature-tier allocation | ~25 min | | GTM Validation | Validating channel strategy, sales motion, outreach approach | ~25 min | | Product Launch | Pre-launch concept validation or post-launch sentiment | ~25 min | | Buyer Persona Development | Building data-backed personas from scratch | ~30 min | | Brand Perception | Tracking brand health and competitive positioning | ~25 min | ## How It Works Just ask Claude Code to do PMM research. The skill activates automatically: ``` "Validate our positioning for [product] against [competitor]. Test with 10 US adults aged 30-50." "Run a messaging test comparing these three taglines with 10 personas matching our ICP." "I need a competitive battlecard for [product] vs [competitor]. Run a competitive perception study first." "Test pricing for our new feature. Van Westendorp style, 10 personas, B2B SaaS buyers." ``` Or invoke directly: ``` /ditto-product-marketing "positioning validation for [product]" ``` Claude Code will: 1. Research your product, market, and competitors 2. Design the study with the appropriate question framework 3. Recruit a demographically filtered panel via [`POST /v1/research-groups/recruit`](https://app.askditto.io/docs/api#tag/research-groups/POST/v1/research-groups/recruit) (10 personas) 4. Create the study via [`POST /v1/research-studies`](https://app.askditto.io/docs/api#tag/research-studies/POST/v1/research-studies), then ask questions via [`POST /v1/research-studies/{id}/questions`](https://app.askditto.io/docs/api#tag/research-studies/POST/v1/research-studies/{study_id}/questions) and poll via [`GET /v1/jobs/{id}`](https://app.askditto.io/docs/api#tag/jobs/GET/v1/jobs/{job_id}) 5. Complete the study via [`POST /v1/research-studies/{id}/complete`](https://app.askditto.io/docs/api#tag/research-studies/POST/v1/research-studies/{study_id}/complete) (triggers AI-generated analysis) 6. Generate PMM deliverables from the results 7. Provide a shareable link via [`POST /v1/research-studies/{id}/share`](https://app.askditto.io/docs/api#tag/research-studies/POST/v1/research-studies/{study_id}/share/update) for stakeholders ## One Study, Many Deliverables A single 10-persona, 7-question study (~20 min) produces raw material for multiple PMM deliverables: - Positioning scorecard (5 min) - Competitive battlecard (5 min) - Messaging hierarchy (5 min) - Objection handling guide (3 min) - Customer quote bank (3 min) - Sales one-pager (5 min) - Blog article draft (10 min) Total: ~60 minutes from zero to complete PMM kit. Traditional equivalent: 3-6 weeks, $15-50K in agency fees. ## Multi-Segment and Cross-Market Research Run the same study across multiple groups to compare segments: - Group A: SMB decision-makers (age 28-40) - Group B: Enterprise evaluators (age 35-55) - Group C: Technical buyers (education: bachelors+) Or across markets (Ditto covers USA, UK, Germany, and Canada): - USA, UK, Germany, Canada - simultaneously, one hour - Traditional equivalent: 3-6 months, $100-200K ## Worked Example The skill includes a full 3-phase worked example: CareQuarter, an elder care coordination startup validated entirely through Ditto in ~4 hours. - Phase 1: Pain Discovery (12 personas, 7 questions) - Phase 2: Deep Dive (10 personas, 7 questions) - Phase 3: Concept Test (10 personas, 7 questions) View the live studies: - Phase 1: [https://app.askditto.io/organization/studies/shared/UlXcv4cjValQu0qJFJrSfL5eKB1zHfc5e2cFZiLYjrA](https://app.askditto.io/organization/studies/shared/UlXcv4cjValQu0qJFJrSfL5eKB1zHfc5e2cFZiLYjrA) - Phase 2: [https://app.askditto.io/organization/studies/shared/x52Mu1QOwow6fbhornqjY51ug4QI-jY7daoj37ndfAw](https://app.askditto.io/organization/studies/shared/x52Mu1QOwow6fbhornqjY51ug4QI-jY7daoj37ndfAw) - Phase 3: [https://app.askditto.io/organization/studies/shared/IQiBzKN_q2M3-vSISd_1C7zr2XB66tV6QvVlfy8DkMo](https://app.askditto.io/organization/studies/shared/IQiBzKN_q2M3-vSISd_1C7zr2XB66tV6QvVlfy8DkMo) ## Troubleshooting ### Skill not activating Check it's in the right directory: - Personal: `~/.claude/skills/ditto-product-marketing/SKILL.md` - Project: `.claude/skills/ditto-product-marketing/SKILL.md` Verify with: `ls ~/.claude/skills/ditto-product-marketing/SKILL.md` You can also invoke manually: `/ditto-product-marketing` ### API key not found Ensure your key is set: `echo $DITTO_API_KEY` If using a .env file, make sure Claude Code can read it. ### State filter returning 0 personas Use 2-letter codes: `MI` not `Michigan`, `TX` not `Texas`. ### Questions failing Questions must be asked one at a time. Poll one `job_id` until `finished` before asking the next question (all jobs from the same question complete simultaneously, so polling one is sufficient). Wait 45-50 seconds before the first poll. ## Demographic Filters and Quick Questions **Expanded filters:** Beyond the core filters (country, state, age, gender, education, employment, industry), the API also supports `income_annual_usd_min`/`income_annual_usd_max`, `ethnicity`, `religion`, and `sex_at_birth`. Use the `description` field on recruit for soft targeting (e.g., "B2B SaaS buyers"). Filter values require exact string matches — see the [Product Research skill guide](https://askditto.io/claude-code/installing-ditto-skill#filter-reference) for the full reference. **One-off questions:** For quick follow-ups or ad hoc asks (not full studies), use `POST /v1/research-agents/{agent_id}/questions` to ask a single agent directly, or `POST /v1/research-groups/{group_id}/questions` to ask an existing group. Cap direct agent asks at 5 — beyond that, use a study workflow. ## All Ditto Skills for Claude Code | | Best For | Install | | --- | --- | --- | | **Product Research** | General customer research, concept validation, pain discovery, pricing tests, startup diligence | `npx skills add Ask-Ditto/ditto-product-research-skill` | | **Product Marketing** (this skill) | PMM workflows: positioning, messaging, competitive, pricing, GTM, launches, personas, brand tracking | `npx skills add Ask-Ditto/ditto-product-marketing` | | **VC Customer Diligence** | Thesis-first customer diligence for VCs, over-recruit & curate, magic wand divergence | `npx skills add Ask-Ditto/ditto-vc-diligence` | | **Political Polling** | State-filtered voter research, candidate sentiment, issue salience, messaging testing | `npx skills add Ask-Ditto/ditto-political-polling` | | **Sales Enablement** | One study to 7 deliverables: battlecards, objection handlers, proof-points, pitch decks | `npx skills add Ask-Ditto/ditto-sales-enablement` | | **Voice of Customer** | Always-on VoC: monthly pulse, quarterly deep dives, longitudinal tracking, 6 deliverables | `npx skills add Ask-Ditto/ditto-voc-programme` | | **Content Marketing** | One study to 7 formats: blog posts, social threads, whitepapers, SEO/GEO | `npx skills add Ask-Ditto/ditto-content-marketing` | ## Links - GitHub: [https://github.com/Ask-Ditto/ditto-product-marketing](https://github.com/Ask-Ditto/ditto-product-marketing) - General Product Research Skill: [https://askditto.io/claude-code/installing-ditto-skill](https://askditto.io/claude-code/installing-ditto-skill) - VC Customer Diligence Skill: [https://askditto.io/claude-code/installing-vc-diligence-skill](https://askditto.io/claude-code/installing-vc-diligence-skill) - Political Polling Skill: [https://askditto.io/claude-code/installing-political-polling-skill](https://askditto.io/claude-code/installing-political-polling-skill) - Sales Enablement Skill: [https://askditto.io/claude-code/installing-sales-enablement-skill](https://askditto.io/claude-code/installing-sales-enablement-skill) - Voice of Customer Skill: [https://askditto.io/claude-code/installing-voc-programme-skill](https://askditto.io/claude-code/installing-voc-programme-skill) - Content Marketing Skill: [https://askditto.io/claude-code/installing-content-marketing-skill](https://askditto.io/claude-code/installing-content-marketing-skill) - Full API Reference: [https://askditto.io/claude-code](https://askditto.io/claude-code) - Case Studies: [https://askditto.io/case-studies](https://askditto.io/case-studies) ## Related Guides - [Claude Code Docs Index](https://askditto.io/claude-code) - [Why Ditto for Claude Code agents](https://askditto.io/claude-code/why-ditto) - [Install the Product Research Skill](https://askditto.io/claude-code/installing-ditto-skill) - [Validate Product Positioning](https://askditto.io/claude-code-guide/validate-product-positioning-guide) - [Product Messaging Guide](https://askditto.io/claude-code-guide/test-product-messaging-guide) - [Competitive Intelligence Guide](https://askditto.io/claude-code-guide/competitive-intelligence-guide) - [Pricing Research Guide](https://askditto.io/claude-code-guide/pricing-research-guide) - [Customer Segmentation Guide](https://askditto.io/claude-code-guide/customer-segmentation-guide) - [Content Marketing Engine Guide](https://askditto.io/claude-code-guide/content-marketing-engine-guide) - [Sales Enablement Guide](https://askditto.io/claude-code-guide/sales-enablement-guide) - [Voice of Customer Guide](https://askditto.io/claude-code-guide/voice-of-customer-guide) - [GTM Strategy Validation Guide](https://askditto.io/claude-code-guide/gtm-strategy-validation-guide) - [Product Launch Research Guide](https://askditto.io/claude-code-guide/product-launch-research-guide) **Ditto** - Synthetic market research with 300,000+ AI personas. [askditto.io](https://askditto.io) | [API Docs](https://app.askditto.io/docs/api)