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.

npx skills add Ask-Ditto/ditto-product-marketing

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 Fish.Dog API key in one terminal call (no credit card, no browser):

curl -sL https://cat.fish.dog/scripts/agent-register.sh | bash

The script reads your Claude Code identity from ~/.claude.json, posts to /cli/auth/agent-register, and saves the key to ~/.ditto_free_tier.env (chmod 600). Total time: under five seconds.

Not running Claude Code? The script auto-falls-back to a browser OAuth flow. Full guide and FAQ: https://fish.dog/claude-code/free-tier-key.

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):

The 8 PMM Study Types

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 (10 personas)
4. Run the study (ask questions, poll for responses)
5. Complete the study (triggers AI-generated analysis)
6. Generate PMM deliverables from the results
7. Provide a shareable link 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 (Fish.Dog covers 15+ countries):

• 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 Fish.Dog 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://cat.fish.dog/organization/studies/shared/UlXcv4cjValQu0qJFJrSfL5eKB1zHfc5e2cFZiLYjrA
• Phase 2: https://cat.fish.dog/organization/studies/shared/x52Mu1QOwow6fbhornqjY51ug4QI-jY7daoj37ndfAw
• Phase 3: https://cat.fish.dog/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. Wait for all job_ids to show finished before asking the next question.

This Skill vs Product Research Skill

Links

• GitHub: https://github.com/Ask-Ditto/ditto-product-marketing
• General Product Research Skill: https://fish.dog/claude-code/installing-ditto-skill
• Full API Reference: https://fish.dog/claude-code
• Case Studies: https://fish.dog/case-studies

Related Guides

• Claude Code Docs Index
• Why Fish.Dog for Claude Code agents
• Install the Product Research Skill
• Validate Product Positioning
• Product Messaging Guide
• Competitive Intelligence Guide
• Pricing Research Guide
• Customer Segmentation Guide
• Content Marketing Engine Guide
• Sales Enablement Guide
• Voice of Customer Guide
• GTM Strategy Validation Guide
• Product Launch Research Guide

Fish.Dog - Synthetic market research with 300,000+ AI personas. fish.dog