AGENT SKILLBY KOSTJA94
Integrated marketing
AT A GLANCE
Integrated marketing is an agent skill for go-to-market. Guides Integrated Marketing Communications (IMC) strategy. The kostja94/marketing-skills repository on GitHub, maintained by kostja94, has 691 stars and the MIT license. Its SKILL.md runs to about 800 words. To add it, run npx skills add kostja94/marketing-skills --skill integrated-marketing
- SOURCE REPOSITORY
- kostja94/marketing-skills (opens GitHub in a new tab)
- REPO STARS
- SOURCE REPOSITORY
- LICENSE
- MIT
- CATEGORIES
- SKILL.MD SIZE
- 5.7 KB112 LINES
QUICK ANSWER
- WHAT IT IS01
- Guides Integrated Marketing Communications (IMC) strategy. IMC coordinates all marketing channels to deliver a consistent message and unified customer experience. What sets it apart is how it narrows integrated marketing into one specific workflow rather than a broad, generic prompt.
- INPUTS02
- Context the agent needs: your goals, audience, constraints, and any source material the skill asks for.
- OUTPUT03
- A ready-to-use result: the analysis, copy, or recommendations the agent produces.
INSTALL
One command adds this skill from its source repository.
npx skills add kostja94/marketing-skills --skill integrated-marketingREAD THE SKILL.MD BELOW BEFORE YOU RUN IT. SKILLS INSTRUCT YOUR AGENT.
SKILL.MD
The full file, as published in the source repository. Copy it, download it or open it on GitHub.
ON THIS PAGE · 9
Strategies: Integrated Marketing (IMC)#
Guides Integrated Marketing Communications (IMC) strategy. IMC coordinates all marketing channels to deliver a consistent message and unified customer experience. Companies using integrated approaches achieve ~25% higher marketing ROI; optimized channel mixes outperform by ~27% in acquisition efficiency.
When invoking: On first use, if helpful, open with 1-2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.
Program vs. Channel vs. Campaign#
| Term | Definition | Examples |
|---|---|---|
| Program | High-level strategy; collection of channels to achieve a discrete goal | Thought leadership program, lifecycle program, loyalty program |
| Channel | Specific medium/platform for communication | Email, LinkedIn, SEO, paid ads, events |
| Campaign | Time-bound initiative using one or more channels | Product launch, seasonal sale, holiday giveaway |
Relationship: Program contains campaigns; campaigns use channels. Avoid using terms interchangeably.
PESO Model#
Organize communications into four integrated categories:
| Type | Examples | Role |
|---|---|---|
| Paid | Ads, sponsored content, influencer partnerships | Immediate reach, targeting |
| Earned | PR, media coverage, organic mentions | Authority, credibility |
| Shared | Social engagement, co-created content, EGC | Community, authenticity |
| Owned | Website, blog, email, content hub | Strategic foundation; anchor |
Best practice: Owned media as anchor; sequence PESO intentionally. Integration over silos--all four work together for synergy.
Growth Metrics by Stage#
| Stage | Focus metrics |
|---|---|
| Early (traffic) | Website traffic; organic traffic; keyword rankings |
| Channel testing | ROI (influencer), LTV (discount), ROAS (paid) |
| Monetization | CAC, conversion rate |
| Scale | MRR, ARR |
Principle: Growth is a means, not an end—it serves conversion and monetization. Don't pursue traffic at the cost of user precision or long-term brand health.
Customer Journey by Stage#
Map touchpoints across the lifecycle to avoid channel silos:
| Stage | Touchpoints |
|---|---|
| Awareness | PR, ads, word-of-mouth, email, PPC |
| Consideration | Social ads, reviews, blog, media, direct email |
| Purchase | Website, e-commerce, store |
| Retention | FAQ, knowledge base, community forum |
| Advocacy | Social, blog, promotions, newsletter |
Use: Assign channels to stages; ensure handoffs (e.g. awareness → consideration) are intentional. See growth-funnel for AARRR framework.
Channel Evaluation Framework#
When selecting channels, evaluate across:
| Variable | Question |
|---|---|
| Goal | Awareness, acquisition, loyalty? |
| Cost | Budget; CAC vs LTV |
| Measurability | Can you attribute impact? ROI clarity? |
| Speed | Time to full impact |
| Scale | How big can this channel get? |
| Fit | Does target audience use it? |
| Effort | Resources to set up and maintain |
Example Programs#
| Program | Channels | Goal |
|---|---|---|
| Thought leadership | PR, social, influencers, spokespeople, events | Brand authority |
| Lifecycle | Email, website chat, retargeting, SMS | Conversion, retention |
| Loyalty | Email campaigns, promotions, personalized offers | Retention |
| Brand awareness | Content marketing, influencer partnerships, PR | Reach |
Content marketing: See content-marketing for content types, formats, repurposing across channels.
IMC Best Practices#
- Message consistency: Same core message across channels; adapt for each medium
- Start focused: 2-3 connected channels first; prove ROI before expanding
- Map to funnel: Assign channels to awareness, consideration, decision
- Unified measurement: Single framework tracking shared goals; avoid channel-only reporting
- Cross-channel attribution: Link channels to determine true performance
Output Format#
- Program definition and goal
- Channel selection with evaluation rationale
- PESO mapping (which channels = paid/earned/shared/owned)
- Campaign structure (if applicable)
- Measurement approach
Related Skills#
- cold-start-strategy: Cold start for early-stage; first users, launch channels
- indie-hacker-strategy: Indie hacker channel mix; Build in Public; first 100 users
- discount-marketing-strategy: Promotional pricing; LTV (discount) in channel testing
- pricing-strategy: Base price structure; pricing-strategy + discount-marketing = full pricing approach
- seo-strategy: SEO workflow, prioritization; SEO as owned/organic channel
- paid-ads-strategy: Paid ads (Google, Meta, LinkedIn); when to use; ROAS; PESO Paid channel
- parasite-seo, programmatic-seo: Parasite SEO (high-authority platforms), programmatic SEO (pages at scale)
- affiliate-marketing, community-forum, creator-program, directory-submission, employee-generated-content, email-marketing, influencer-marketing, public-relations, referral-program: Specific channel tactics
- generative-engine-optimization: GEO as channel for AI search visibility
- ai-traffic-tracking: Track AI channel traffic in GA4; measure GEO impact
- traffic-analysis: Attribution, UTM, multi-channel reporting
- analytics-tracking: GA4, event tracking across channels
- content-strategy: SEO content (topic clusters); owned media pillar
- content-marketing: Content types, formats, channels, repurposing; full content marketing plan
FAQ
07 QUESTIONS
01What is the Integrated marketing agent skill?
Guides Integrated Marketing Communications (IMC) strategy. IMC coordinates all marketing channels to deliver a consistent message and unified customer experience. It is listed under go-to-market in the 100xLab agent skills directory.
02How do I install Integrated marketing in Cursor, Claude Code, or Codex?
Run npx skills add kostja94/marketing-skills --skill integrated-marketing in the project where you want it, then ask your agent for the skill by name. The --skill flag installs only Integrated marketing, not every skill in the repository.
03What does the Integrated marketing SKILL.md cover?
The SKILL.md includes sections on Program vs. Channel vs. Campaign, PESO Model, Growth Metrics by Stage, Customer Journey by Stage, Channel Evaluation Framework and Example Programs. Read the full text on this page or in plain markdown at /resources/agent-skills/kostja94-marketing-skills--integrated-marketing--107pvz0/raw.
04Which agents can use Integrated marketing?
Integrated marketing installs with the cross-agent skills installer (npx skills add), which sets it up for agents such as Claude Code, Cursor and Codex. Each agent loads the SKILL.md when you ask for the skill by name.
05What license is Integrated marketing under?
The kostja94/marketing-skills repository declares the MIT license. Read the license file in the repository before you copy or redistribute the skill.
06Is Integrated marketing free to use?
Reading, copying and installing Integrated marketing costs nothing: it is published in a public GitHub repository under the MIT license. Reuse and redistribution follow that license.
07Where is the source of Integrated marketing?
Integrated marketing comes from https://github.com/kostja94/marketing-skills, which has 691 GitHub stars. The SKILL.md is at https://github.com/kostja94/marketing-skills/blob/HEAD/skills/strategies/brand/integrated-marketing/SKILL.md. The author is kostja94.
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ATTRIBUTION
Integrated marketing was written by its original authors and is published in kostja94/marketing-skills (opens GitHub in a new tab) under the MIT license. All rights stay with the original authors.
100xLab did not write, maintain or endorse this skill. This page lists it for discovery. Repo stars belong to the source repository, not to the skill. Review any skill before you install it.