The math layer for marketing agents

Most marketing skills are writing instructions. They help an agent draft a page, an email or a plan, so keep them. These add the arithmetic underneath. The agent that drafts your pricing page can check whether the price still covers inference cost. The agent that writes the board update can compute the forecast instead of estimating it. Same input, same output, and code you can read.

Works with Claude Code, OpenAI Codex, Cursor, Windsurf, Cline and any agent that supports the Agent Skills spec. Free, MIT, no API key, and the engines make no network calls.

Built by Saroj Jha / AAJ. Browsable library at skills.aajconsult.com.

If an engine saves you a spreadsheet, star the repo. Stars are how other founders, and the directories agents search, find it. Questions and engine requests go in Discussions.

Renamed on Oct 11, 2026. copywriting, marketing-psychology, programmatic-seo, marketing-loops and sales-enablement are now aaj-copywriting, aaj-marketing-psychology, aaj-programmatic-seo, aaj-marketing-loops and aaj-sales-enablement. Another popular library publishes skills under the same five names, so with the prefix both install side by side. The hosted MCP server still answers to the old names.

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Contents

• Quick start
• Install as a Claude Code or Codex plugin
• Use it from an MCP client
• Recipes: vendor data in, a verdict out
• What a runnable engine means
• The catalog

• Strategy & Positioning — 15 skills, 10 engines
• Research & Personas — 4 skills, 3 engines
• SEO, GEO & AEO — 10 skills, 9 engines
• Content & Copy — 11 skills, 10 engines
• Conversion & Web — 6 skills, 4 engines
• Paid Media & Budgeting — 5 skills, 5 engines
• Analytics & Experimentation — 5 skills, 5 engines
• Sales & Pipeline — 12 skills, 9 engines
• Retention & Lifecycle — 3 skills, 2 engines
• Growth, Retention & RevOps — 10 skills, 9 engines

• Engines at a glance
• Methodology
• Authoring & contributing
• Credits & license

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Quick start

# everything
npx skills add sarojkjha/aaj-marketing-skills

# one skill
npx skills add sarojkjha/aaj-marketing-skills --skill unit-economics

# see what's available
npx skills add sarojkjha/aaj-marketing-skills --list

Installs to .agents/skills/, and symlinks into .claude/skills/ for Claude Code.

Step-by-step instructions for every agent, Windows, Mac and Linux, and the hosted server: docs/install.md.

Then run any engine with no configuration at all:

node .agents/skills/unit-economics/resources/unit-economics.js --demo

AAJ Unit Economics -- subscription
------------------------------------------------------
Gross-margin LTV        $13,333   (3.0% monthly churn (~33.3 mo lifetime))
CAC                     $3,000
LTV : CAC               4.4:1
CAC payback             7.5 mo

[OK] LTV:CAC 4.4:1 is at or above the 3:1 floor.
[OK] CAC payback 7.5 mo is within the ~12-month guideline for subscription.

Swap the demo values for your own and it works the same way.

From a clone of this repo, paths are skills/<slug>/resources/… instead of .agents/skills/<slug>/resources/….

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Install as a Claude Code or Codex plugin

Claude Code. In Claude Code 2.1.275 or later, one line adds the marketplace and opens the plugin:

/plugin install aaj-marketing-skills --marketplace sarojkjha/aaj-marketing-skills

On earlier versions, run two commands:

/plugin marketplace add sarojkjha/aaj-marketing-skills
/plugin install aaj-marketing-skills@aaj

The skills then appear as /aaj-marketing-skills:<skill>. The plugin also starts the local AAJ engines MCP server (platform/mcp/server.mjs, Node 18+), so Claude can call run_engine directly. It runs on your machine and AAJ receives nothing. Updates arrive when you run /plugin marketplace update aaj.

OpenAI Codex. Add the marketplace, then install the plugin (or browse it with /plugins inside Codex):

codex plugin marketplace add sarojkjha/aaj-marketing-skills
codex plugin add aaj-marketing-skills@aaj

codex plugin marketplace upgrade aaj picks up new skills. Codex reads .agents/plugins/marketplace.json, and both clients load every skill in skills/.

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Use it from an MCP client

Instead of installing the skills into a project, you can expose all 81 skills and all 66 engines to any MCP client — Claude Desktop, Claude Code, Cursor, Windsurf — as five tools:

Tool	What it does
list_engines	Every runnable engine, grouped by category
describe_engine	One engine's input schema, units and worked example
run_engine	Runs it on your numbers, or the demo if you pass none
search_skills	Finds a skill by the problem, not the name
get_skill	The full method for one skill

Hosted, no install. Add this URL as a custom connector (a remote MCP server) in Claude, ChatGPT or any MCP client:

https://aaj-engines-mcp.sarojkjha10.workers.dev/mcp

No sign-in. The server runs the engines in memory and keeps no copy of what you send (what happens to your data). In Claude: Settings → Connectors → Add custom connector. Then ask, for example, "Use the AAJ engines to check my unit economics: CAC $1,200, ARPA $300 a month, 80% gross margin, 3% monthly churn."

Local. Clone the repo and point your client at one file. Node 18+, no dependencies, no build step:

{
  "mcpServers": {
    "aaj-engines": {
      "command": "node",
      "args": ["/absolute/path/to/aaj-marketing-skills/platform/mcp/server.mjs"]
    }
  }
}

Your agent can then find the right method for a problem and run the math on your numbers, rather than estimating. Run locally, AAJ receives nothing; your agent's model provider still sees what you give the agent.

What happens to your data

The engines are deterministic scripts. They make no network calls, write no files and take no actions in your tools; they compute and return text and JSON. Where your numbers travel depends on how you run them:

How you run it	Where your inputs go
Skill installed in your agent, or the local MCP server	The engine runs on your machine and AAJ receives nothing. Your AI agent still sends what you give it to its model provider (Anthropic, OpenAI and so on), under your own account's terms.
Hosted MCP server	Your agent's model provider, as above, plus AAJ's server on Cloudflare, which receives the engine inputs over HTTPS, runs them in memory and keeps no copy. Cloudflare keeps error logs (no inputs) for up to 7 days.

Don't pass customer names, emails or other personal data to an engine; none of them needs it.

Setup for each client, troubleshooting, and the smoke test: platform/mcp/README.md.

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Recipes: vendor data in, a verdict out

Vendor MCP servers bring the data; the engines turn it into a verdict. Each recipe is a prompt to paste, a field-by-field mapping and the checks to make before you trust the result:

• HubSpot deals into pipeline-and-forecast: weighted forecast, coverage against your win rate, and the lever to pull.
• GA4 results into ab-test-significance: sample size before the test, a verdict after it.
• Ahrefs or Semrush keyword data into aaj-programmatic-seo: whether a template-page build pays back.
• Stripe export into unit-economics: gross-margin LTV, CAC payback, and whether your economics support growth.

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What a runnable engine means

Most agent skills are instructions. These are too — but 66 of them also ship a dependency-free Node script that does the arithmetic and returns a judgement.

	Instruction-only skill	Skill with an engine
Output	Guidance the agent paraphrases	Deterministic numbers
Reproducible	No	Yes — same input, same output
Verifiable	You trust the model	You read the code
Runs without an agent	No	Yes, node …

Every engine accepts --demo (a worked example, no config), --help (the input schema), and a JSON payload for your own numbers. Engines validate input and fail loudly rather than returning a confident wrong answer.

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The catalog

E marks a skill with a runnable engine. Phase refers to AAJ's Diagnose → Design → Execute method.

Strategy & Positioning

	Skill	What it does	Phase
E	aaj-marketing-psychology	Diagnoses which decision friction blocks the buyer, with a line between persuasion and manipulation.	Design
E	ai-inference-pricing	Checks that an AI plan's price still covers inference when usage spikes.	Design
E	beachhead-segment-selection	Picks the segment to win first from evidence, and says when the pick is still a guess.	Design
	brand-product-context	Builds the shared brand brief every other skill reads first.	Diagnose
E	campaign-orchestrator	Diagnoses which play applies, then sequences the other skills in order.	Diagnose
E	competitor-messaging-matrix	Reads rival homepages side by side and says which claims are crowded, which are open, and whether your headline blends in.	Diagnose
	gtm-plan-for-investors	Builds the GTM story an investor can check, from engine-run numbers.

Research & Personas

	Skill	What it does	Phase
E	customer-interview-synthesis	Turns coded interview notes into ranked patterns and anecdotes, and says whether you can stop interviewing.	Diagnose
E	customer-survey-design	Designs surveys that produce usable answers, with sample sizing and segments.	Diagnose
	persona-builder	Builds personas from evidence rather than imagination.	Design
E	review-mining	Codes pasted reviews of you and your rivals into themes, switching reasons, feature asks and buyer language.	Diagnose

SEO, GEO & AEO

	Skill	What it does	Phase
E	aaj-programmatic-seo	Models whether a template-page build pays back before anything gets written.	Design
E	agent-readiness-audit	Scores whether an AI agent buying for a customer can find, evaluate and transact with you.	Diagnose
E	ai-referral-share	Separates ChatGPT, Perplexity, Gemini and Copilot visits in a GA4 export, and says whether they really convert differently.	Diagnose
E	content-decay	Sorts a Search Console export into decaying, demand-drop, snippet-loss, rising and stable pages, and ranks what to refresh by clicks lost.	Diagnose
E	geo-citation-tracker	Measures whether AI engines name and cite you, and refuses to report noise as movement.	Execute
	geo-content-optimization	Rewrites a page to maximise the chance an AI engine cites it.	Execute
E	search-demand-reader

Content & Copy

	Skill	What it does	Phase
E	aaj-copywriting	Rewrites page copy to ladder to the positioning, scored on claim-defensibility.	Execute
E	ai-marketing-governance	Scores whether a team's AI use is governed, and refuses citations that cannot be checked.	Execute
E	brand-voice-definition	Derives the measurable half of a voice guide from writing you agree sounds right, as a checkable profile.	Design
E	brand-voice-governance	Checks content block by block against your own voice rules, with a pass/revise verdict.	Execute
E	case-study-and-proof	Scores whether proof would convince a sceptic, and whether you may publish it at all.	Execute
E	claims-and-proof-check	Flags every claim in your copy that needs proof or consent, sentence by sentence, with the regulator's own guidance.	Execute
E

Conversion & Web

	Skill	What it does	Phase
	landing-page-brief	Specs a landing page before anyone designs it.	Execute
E	lead-magnet-and-free-tool-design	Scores lead-magnet and free-tool ideas on the job they do against build effort, and judges live ones on qualified leads.	Design
E	plg-upgrade-prompts	Reads each upgrade prompt's funnel with honest intervals and names the prompt and stage to fix first.	Diagnose
	product-demo-strategy	Picks the demo format for each buying stage and keeps AI demos honest.	Design
E	signup-flow-optimizer	Scores signup friction and ranks what to remove by what it's worth.	Execute
E	website-conversion-audit	Audits a page for conversion friction and grades it.	Diagnose

Paid Media & Budgeting

	Skill	What it does	Phase
E	ad-creative-testing	Sizes a creative test before it runs, and refuses to name a winner the data cannot back.	Execute
E	channel-selection-and-testing	Says how much to spend, and for how long, before judging a channel - and when to stop early.	Design
E	marketing-budget-planning	Sizes a marketing budget by stage, shows where each figure comes from, and splits it by function.	Design
E	paid-media-budget-allocation	Splits spend across channels to hit a CAC target, with diminishing returns modelled.	Design
E	paid-search-account-audit	Audits a search account against its own target: tracking, waste, starved winners, pages. Fixes ranked by spend.	Diagnose

Analytics & Experimentation

	Skill	What it does	Phase
E	ab-test-significance	Checks whether an A/B result is significant, or sizes a test before you run it.	Execute
E	incrementality-and-mmm	Designs and reads holdout tests honestly, including whether they could ever have answered.	Diagnose
E	marketing-report	Turns funnel, spend and pipeline numbers into a board-ready narrative.	Execute
E	saas-growth-efficiency	Magic number, burn multiple, Rule of 40 and CAC payback, each read against its source's own words.	Diagnose
E	unit-economics	Computes LTV, CAC, payback and the ratio, then returns a verdict against named reference points.	Diagnose

Sales & Pipeline

	Skill	What it does	Phase
E	aaj-sales-enablement	Audits sales assets against what each deal stage needs, and ranks what to build by the revenue being lost.	Execute
E	abm-program-design	Checks whether the team can run the account list and whether the list hits the number.	Design
E	buying-committee-map	Maps who must say yes, what each must believe, and who you cannot reach, then orders the next conversations.	Design
	cold-email-sequence	Writes outbound sequences that survive a reply-rate audit.	Execute
	discovery-call-framework	Structures discovery so the call qualifies rather than pitches.	Execute
E	lead-handoff-sla	Checks whether MQLs get worked on time, whether sales takes them, and whether the threshold is in the right place.	Execute
E	objection-handling	Builds responses to the objections that lose deals, and checks the battlecard before reps use it.

Retention & Lifecycle

	Skill	What it does	Phase
E	email-lifecycle-sequence	Maps which lifecycle sequences exist, checks send load, writes the missing ones.	Execute
E	lifecycle-and-retention	Computes churn, NRR, GRR and quick ratio, then diagnoses which one to fix.	Design
	onboarding-activation	Defines the activation moment from data and finds where new users stall.	Execute

Growth, Retention & RevOps

	Skill	What it does	Phase
E	aaj-marketing-loops	Computes the loop factor, finds the throttling stage, projects users over time.	Design
E	community-and-dark-social	Maps where buyers already talk, decides whether to open your own community, and measures dark social by asking.	Execute
E	creator-partnerships	Pays creators for the buyers they reach, not their follower count, and judges the result on what it sold.	Execute
	developer-marketing	Treats docs and the first working call as the marketing, and measures it.	Design
E	first-marketing-hire	Writes the first marketer's scorecard, then scores the panel's evidence and calls hire, no-hire or more evidence.	Design
E	marketing-leadership-model	Prices in-house, fractional and agency with ramp, search time and your own hours, and says which shape fits.	Diagnose
E

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Engines at a glance

Every runnable engine, and the command to try it:

Skill	Command
aaj-copywriting	node .agents/skills/aaj-copywriting/resources/copy-scorer.js --demo
aaj-marketing-loops	node .agents/skills/aaj-marketing-loops/resources/loop-model.js --demo
aaj-marketing-psychology	node .agents/skills/aaj-marketing-psychology/resources/pattern-check.js --demo
aaj-programmatic-seo	node .agents/skills/aaj-programmatic-seo/resources/pseo-model.js --demo
aaj-sales-enablement	node .agents/skills/aaj-sales-enablement/resources/enablement-audit.js --demo
ab-test-significance	node .agents/skills/ab-test-significance/resources/significance.js --demo
abm-program-design	node .agents/skills/abm-program-design/resources/abm-design.js --demo
ad-creative-testing	node .agents/skills/ad-creative-testing/resources/creative-test.js --demo
agent-readiness-audit	node .agents/skills/agent-readiness-audit/resources/agent-readiness.js --demo
ai-inference-pricing	node .agents/skills/ai-inference-pricing/resources/inference-pricing.js --demo
ai-marketing-governance	node .agents/skills/ai-marketing-governance/resources/ai-governance.js --demo
ai-referral-share	node .agents/skills/ai-referral-share/resources/ai-referral-share.js --demo
beachhead-segment-selection	node .agents/skills/beachhead-segment-selection/resources/beachhead-score.js --demo
brand-voice-definition	node .agents/skills/brand-voice-definition/resources/voice-derive.js --demo
brand-voice-governance	node .agents/skills/brand-voice-governance/resources/voice-check.js --demo
buying-committee-map	node .agents/skills/buying-committee-map/resources/buying-committee.js --demo

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Methodology

Every skill is tagged to a phase, and the ordering is deliberate — the catalog refuses to let you execute before you have diagnosed.

• Diagnose (22 skills) — find out what is actually broken before choosing a fix.
• Design (29 skills) — decide the approach, with the trade-offs stated.
• Execute (30 skills) — build and ship it.

If you do not know where to start, campaign-orchestrator diagnoses which play applies and sequences the rest for you.

New to the catalog? Run brand-product-context first. It builds the shared brief every other skill reads.

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Authoring & contributing

See AUTHORING_GUIDE.md for the standard every skill follows, and SKILL_TEMPLATE.md to start a new one.

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Credits & license

MIT — use freely, commercially or otherwise.

Built by Saroj Jha / AAJ, a marketing consultancy for Seed–Series B startups. The Agent Skills spec and Corey Haines' coreyhaines31/marketingskills (MIT) were references for structure and topic coverage; all AAJ skills are independently written and grounded in AAJ's own tools and methodology.