00 Marketing Plan Global Agent Skill

Global Marketing Plan

> Master skill — calls 08-competitor-research-global, 09-customer-insight-global, 10-reverse-kpi-global before producing the final output.

For newcomers

If this is your first global marketing plan, follow this order:

• Step 0 — Read .agents/product-marketing-context-global.md (set once per product)
• Information gathering — Answer the 4 questions below
• Run sub-skills — 08 (competitors), 09 (insights), 10 (reverse KPIs)
• Assemble plan — Use the 7-section template
• Cross-check — Run the quality checklist

If .agents/product-marketing-context-global.md does not exist, ask the user to run product-marketing-context-global first to lock down product, ICP, region, currency, and brand voice.

Step 0 — Read context file

Before producing any output, read .agents/product-marketing-context-global.md to load:

• Product / service description, USP, pricing tier
• Target region (US / EU / SEA / LATAM / APAC / GLOBAL)
• Reporting currency (USD / EUR / GBP / SGD / etc.)
• Brand voice & tone-of-voice rules
• Existing channels and audience data

If the file is missing, ask the user to create it first. Do not guess context.

Information gathering

Ask the user up to 4 questions before starting:

• Product / service? Short description, core USP, price tier (entry / mid / premium).
• Target audience? Age range, location, occupation, behaviour, biggest pain point.
• Goal & budget? Target revenue per month, marketing budget (ads + content + people), campaign duration.
• Stage? Pre-launch / Launch / Growth / Mature? Existing channels with traction? Available data (followers, email list, customer database)?

> If region was not captured in context file, also ask: Primary market? (US / EU / SEA / LATAM / APAC / GLOBAL multi-region).

Section 1 — Overall strategy

1.1 Situation summary

| Item | Detail |

|------|--------|

| Product / service | [name + USP] |

| Market | [region + size] |

| Stage | Pre-launch / Launch / Growth / Mature |

| Plan horizon | [months] |

| Total budget | [amount + currency] |

1.2 SWOT analysis

| | Positive | Negative |

|---|---------|---------|

| Internal | Strengths: [list] | Weaknesses: [list] |

| External | Opportunities: [list] | Threats: [list] |

1.3 Competitive moat analysis

> Call skill 08-competitor-research-global for the full data set.

| Competitor | Strong channel | Exploitable weakness | Their moat | Your moat |

|------------|---------------|---------------------|------------|-----------|

| [Competitor 1] | | | | |

| [Competitor 2] | | | | |

| [Competitor 3] | | | | |

Moat types to consider:

• Brand trust (recognition + credibility)
• Content depth (long-tail expertise competitors will not replicate)
• Community lock-in (loyal customer community)
• Data advantage (better customer understanding)
• Distribution (more channels, better partners)
• Price / unit economics (sustainable lower CAC or higher LTV)

1.4 Customer insight

> Call skill 09-customer-insight-global to ground the insight in evidence.

| Element | Description |

|---------|-------------|

| Biggest pain | [specific, observable] |

| Hidden desire | [what they truly want but rarely say] |

| Purchase barrier | [why they have not bought yet] |

| Buying trigger | [the situation that flips them to action] |

| Trusted source | [people / channels that influence them] |

Section 2 — SAVE Framework

> Replaces the traditional 4P. More appropriate for services and digital products.

2.1 Solution (replaces Product)

| Question | Answer |

|----------|--------|

| What problem are customers facing? | [specific pain] |

| How does the product solve it? | [mechanism] |

| What outcome do they get? | [specific, measurable] |

| How fast do they see results? | [timeframe] |

2.2 Access (replaces Place)

| Channel | Funnel role | Priority |

|---------|------------|----------|

| [Channel 1] | TOFU — attract | High / Medium / Low |

| [Channel 2] | MOFU — nurture | |

| [Channel 3] | BOFU — convert | |

| [Channel 4] | Retention — retain | |

> Region note: Channel mix differs per market. See product-marketing-context-global for region-specific channel preferences. SEA leans on Zalo / LINE / Shopee Live, EU favours email + LinkedIn for B2B, US favours podcast + newsletter, LATAM favours WhatsApp + TikTok.

2.3 Value (replaces Price)

| Item | Detail |

|------|--------|

| Product / service price | [tier + currency] |

| Customer value received | [quantified: saves X, gains Y] |

| Value-to-price ratio | [Nx] |

| Vs competitors | [cheaper / pricier — reason] |

| Pricing psychology | [anchor / bundle / tier / free trial] |

2.4 Education (replaces Promotion)

| Awareness stage | Education content | Goal |

|-----------------|-------------------|------|

| Unaware of problem | Pain-aware content, awareness pieces | Help them recognise the problem |

| Problem-aware, solution-unaware | How-to, comparison of approaches | Help them weigh the options |

| Solution-aware, undecided | Case study, testimonial, demo | Build trust in your brand |

| Decided, not yet acting | Offer, urgency, social proof | Get them to act now |

Section 3 — Content plan

3.1 Content pillars

| Pillar | Share | Goal | Examples |

|--------|-------|------|----------|

| Education | 35% | Build trust, SEO | How-to, tips, explainers |

| Inspiration | 25% | Engagement, virality | Case study, before/after, story |

| Entertainment | 20% | Reach, follower growth | Trends, POV, behind-the-scenes |

| Selling | 15% | Conversion | Offer, deal, direct CTA |

| Community | 5% | Retention | Q&A, poll, user spotlight |

3.2 Funnel distribution

| Funnel stage | Content share | Primary angle | KPI |

|-------------|--------------|---------------|-----|

| TOFU (Awareness) | 40% | Pain points, entertainment, education | View, reach, follower |

| MOFU (Consideration) | 35% | Proof, expertise, process | Engagement, save, click |

| BOFU (Conversion) | 15% | Offer, urgency, retarget | Message, lead, order |

| Retention | 10% | VIP value, referral | Repurchase, LTV |

3.3 Content repurposing matrix

> One source asset = 7+ derivatives. See 01-content-calendar-global for detail.

| Source asset | Derivative | Channel |

|-------------|-----------|---------|

| Long video (3–5 min) | Original | YouTube |

| | 3 short clips (15–30s) | TikTok, Reels, Shorts |

| | 1 carousel (5–7 slides) | Instagram, LinkedIn |

| | 1 blog post (800–1500 words) | Website, SEO |

| | 1 email newsletter | Email list |

| | 3 quote cards | Story, Threads, X |

| | 1 audio clip | Podcast feed |

3.4 Source-type mix

| Type | Share | Description |

|------|-------|-------------|

| FGC (Founder Generated Content) | 30% | Founder / expert content |

| Brand Content | 30% | Official brand assets |

| UGC (User Generated Content) | 25% | Reviews, testimonials from customers |

| EGC (Employee Generated Content) | 15% | Behind-the-scenes from team |

Section 4 — Channel system & budget

4.1 Channel deployment

| Channel | Funnel role | Monthly budget | Primary KPI |

|---------|------------|----------------|-------------|

| TikTok (organic + ads) | TOFU + BOFU | [amount] | View, message, CPMess |

| Meta — Facebook + Instagram (organic + ads) | MOFU + BOFU | [amount] | Reach, message, CPMess |

| Email (newsletter + flow) | MOFU + Retention | [amount] | Open rate, click rate |

| Website / SEO | MOFU | [amount] | Traffic, time on site |

| YouTube (long + Shorts) | TOFU + MOFU | [amount] | View duration, subscriber |

| Podcast / Newsletter sponsorship | TOFU | [amount] | CPM, brand lift |

| Influencer / UGC network | TOFU | [amount] | View, reach, content output |

| [Region-specific channel] | | | |

> Region note: Add LINE / Zalo / WhatsApp / WeChat per market (SEA, LATAM, China). See product-marketing-context-global for region channel weights.

4.2 Budget split by stage

| Item | Launch (M1–3) | Growth (M4–6) | Mature (M7+) |

|------|--------------|---------------|--------------|

| Paid ads | 45–55% | 35–45% | 25–35% |

| Content production | 20–25% | 20–25% | 15–20% |

| UGC / influencer | 15–20% | 15–20% | 10–15% |

| Tools & platforms | 5–10% | 5–10% | 5–10% |

| Community & retention | 5% | 10–15% | 20–25% |

| Contingency | 5% | 5% | 5% |

| Total | 100% | 100% | 100% |

4.3 Detailed budget allocation

> Example uses USD. Convert to local currency as defined in product-marketing-context-global.

| Item | Monthly budget | % Total | Notes |

|------|----------------|---------|-------|

| Meta Ads | [amount] | [%] | |

| TikTok Ads | [amount] | [%] | |

| Google Ads (Search + YouTube) | [amount] | [%] | |

| Content (people + tools) | [amount] | [%] | |

| Influencer / UGC fees | [amount] | [%] | |

| Tools (analytics, CRM, design) | [amount] | [%] | |

| Contingency | [amount] | 5% | |

| Total | [amount] | 100% | |

Section 5 — KPI & performance

5.1 Reverse KPI calculation

> Call skill 10-reverse-kpi-global for an exact calculation.

Target revenue: [amount]
  / AOV: [amount]
  = Orders needed: [count]
  / Booking->Customer [region benchmark]: [count]
  = Bookings needed: [count]
  / Lead->Booking [region benchmark]: [count]
  = Leads needed: [count]
  / Mess->Lead [region benchmark]: [count]
  = Messages needed: [count]
  x CPMess [region benchmark]: [amount]
  = Required ad budget: [amount]

5.2 KPI table — 3 scenarios

| Metric | Pessimistic | Base | Optimistic |

|--------|-------------|------|------------|

| CPMess | +30% vs benchmark | Industry benchmark | -20% vs benchmark |

| Mess->Lead | -15% vs avg | Industry avg | +15% vs avg |

| Lead->Booking | -10% vs avg | Industry avg | +10% vs avg |

| Booking->Customer | -10% vs avg | Industry avg | +10% vs avg |

| Orders / month | [count] | [count] | [count] |

| Revenue / month | [amount] | [amount] | [amount] |

| ROAS | [Nx] | [Nx] | [Nx] |

| Required budget | [amount] | [amount] | [amount] |

> Region benchmarks: see foundation skill product-marketing-context-global for the regional benchmark file (US, EU, SEA, LATAM). Do not assume one global benchmark — CPMs vary 3–5x across regions.

5.3 KPI by channel

| Channel | Primary KPI | Month 1 target | Month 3 target | Month 6 target |

|---------|------------|----------------|----------------|----------------|

| TikTok organic | View / video, follower | | | |

| TikTok ads | CPMess, ROAS | | | |

| Meta ads | CPMess, CPL, ROAS | | | |

| Google Search ads | CPL, ROAS | | | |

| Email | Open rate, click rate | | | |

| SEO | Organic traffic, ranking | | | |

5.4 Business KPIs

| Metric | Formula | Target |

|--------|---------|--------|

| ROAS | Revenue / ad spend | >3x |

| CAC | Total marketing spend / new customers | <30% AOV |

| LTV | AOV × purchases × duration | >3x CAC |

| Payback period | CAC / (AOV × margin) | <90 days |

| LTV:CAC | LTV / CAC | >3:1 |

Section 6 — Risk matrix

6.1 Risk table

| Risk | Probability | Impact | Severity | Mitigation plan |

|------|------------|--------|----------|-----------------|

| CPMess spikes during peak season | High | High | CRITICAL | Cut ad budget 30%, shift to organic + UGC |

| Creative fatigue (within 2 weeks) | High | Medium | HIGH | Prepare 3–5 new creatives per week, A/B test continuously |

| Competitor heavy discounting | Medium | High | HIGH | Lead with value + trust, do not race to the bottom |

| Algorithm change (TikTok / Meta) | Medium | High | HIGH | Diversify channels, no single-platform dependency |

| Key content creator leaves | Low | High | MEDIUM | Document SOPs, build backup roster |

| Negative review goes viral | Low | Very high | CRITICAL | Crisis protocol: respond within 2h, transparent, escalate |

| Budget gets cut | Medium | Medium | MEDIUM | Plan B with 50% budget — organic priority |

| Lack of customer data | Low | Medium | LOW | Capture data from day 1: forms, pixel, CRM |

6.2 Severity definitions

| Level | Definition | Action |

|-------|-----------|--------|

| CRITICAL | Direct revenue impact, lost customers | Resolve in 24h, escalate to stakeholder |

| HIGH | Significant performance drop, lost opportunity | Resolve in 48h, adjust plan |

| MEDIUM | Mild impact, recoverable | Resolve within 1 week, monitor |

| LOW | Negligible impact | Log and address opportunistically |

Section 7 — Implementation timeline

7.1 Roadmap

| Week | Theme | Detail | Output | Owner |

|------|-------|--------|--------|-------|

| Week 1 | Setup & research | Competitor research, customer insight, channel setup | Research report, channels live | [name] |

| Week 2 | Content & creative | Produce first content batch, brief UGC | 15–20 content pieces, 3–5 UGC briefs | [name] |

| Week 3 | Launch & test | Run paid test, post organically, start nurture | A/B test report, first 7 days of data | [name] |

| Week 4 | Optimise & scale | Cut bad creative, scale winners, drop weak channels | Month 1 report, Month 2 plan | [name] |

7.2 Milestones

| Month | Milestone | KPI check |

|-------|-----------|-----------|

| Month 1 | Setup complete, test running, first data | CPMess, message count, reach |

| Month 2 | Found winning creative + audience | ROAS, CPL, conversion rate |

| Month 3 | Scaled main channel, funnel stable | Revenue, LTV:CAC, retention |

| Month 6 | System self-running, continuous optimisation | All KPIs stable, organic growing |

Skill chaining

This is a master skill — it calls the following sub-skills:

00-marketing-plan-global (MASTER)
  |
  |-- [1] 08-competitor-research-global  -> Competitor analysis, gap discovery
  |-- [2] 09-customer-insight-global     -> Customer insight, pain points
  |-- [3] 10-reverse-kpi-global          -> Budget + KPIs from target revenue
  |
  |-- [4] Produce this plan
  |
  |-- [5] 01-content-calendar-global     -> Detailed monthly content calendar
  |-- [6] 02-campaign-brief-global       -> First campaign brief

When the user requests a marketing plan:

• Ask the 4 information-gathering questions
• Run skills 08, 09, 10 (in parallel when possible)
• Assemble the plan in this template
• Suggest running 01 and 02 next if the user wants execution detail

Examples — diversified regions

Example A — US SaaS startup (Series A)

• Product: B2B project management SaaS, $49/seat/month
• Region: US, secondary CA + UK
• Stage: Growth (M9 since launch)
• Channels: SEO + content, LinkedIn ads, podcast sponsorship, lifecycle email
• Region note: B2B benchmark CAC payback <12 months, LTV:CAC >3:1

Example B — EU DTC skincare brand

• Product: Clean-formula serum, EUR 38 / 30ml
• Region: DE / FR / NL primary, expanding to UK
• Stage: Launch (3 months)
• Channels: Meta + TikTok ads, micro-influencers, Klaviyo email, Shopify
• Region note: GDPR compliance for email + ads tracking is non-negotiable

Example C — SEA fitness coaching app

• Product: Online fitness coaching subscription, SGD 29/month
• Region: Singapore primary, Malaysia + Thailand secondary
• Stage: Mature (M14)
• Channels: TikTok organic, Meta ads, LINE / WhatsApp nurture, Telegram community
• Region note: Mobile-first, conversational selling beats long-form sales pages

Quality checklist

Before delivering the plan, verify:

• [ ] All 7 sections present (Strategy, SAVE, Content, Channel, Performance, Risk, Timeline)
• [ ] SWOT grounded in real data, not assumption
• [ ] Competitive moat is specific — not generic
• [ ] SAVE Framework covers all 4 elements
• [ ] Content pillars sum to 100%
• [ ] Funnel distribution follows ratios (TOFU 40%, MOFU 35%, BOFU 15%, Retention 10%)
• [ ] Budget split by stage (Launch / Growth / Mature)
• [ ] 3-scenario KPI table calculated (Pessimistic / Base / Optimistic)
• [ ] Risk matrix has at least 5 risks with severity + mitigation
• [ ] Timeline has month-level milestones
• [ ] Region-specific benchmarks used (not blanket global numbers)
• [ ] Cross-references to related skills present
• [ ] All numbers measurable — no vague phrases like "increase a lot" or "much higher"
• [ ] Total budget sums to exactly 100%
• [ ] Currency consistent with .agents/product-marketing-context-global.md