>> skills/pages/marketing/use-cases
Pages: Use Cases
Guides use case pages that bridge product features and real-world customer problems. Scenario-first is the primary organization. BOFU (bottom-of-funnel) pages for SaaS/B2B. Answer "when would I use it?" and "how does it help me?" — distinct from solutions (industry/outcome).
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.
Initial Assessment
Check for product marketing context first: If .claude/product-marketing-context.md or .cursor/product-marketing-context.md exists, read it for product, ICP, and proof points.
Identify:
- Scenarios: Concrete situations (event marketing, lead nurturing)
- Personas: Roles (Marketer, Sales Rep, Realtor)
- Business goals: Acquisition, Retention, Upsell
- Format: Single page vs. per-use-case pages; standalone or under solutions
- Primary goal: Demo, sign up, contact sales
Use Case Page Structure
| Section | Purpose |
|---|---|
| Headline | "When you need to X, we help you Y" or "For [role]: solve X" |
| Problem | Pain points, day-to-day challenges |
| Solution | How product addresses them; link to relevant features (do not duplicate feature copy) |
| Proof | Case study, testimonial, metrics |
| CTA | Try free, book demo, contact |
| Related | Link to other use cases, parent solution |
Best Practices
Scenario-First
- Concrete situations: "When you need to run event marketing at scale..."
- Before-after: Show transformation, not just features
- One scenario per page: Don't mix "event marketing" and "lead nurturing"
Content Differentiation (vs Features)
- Use case = scenario + problem + outcome: Write the story (when, who, why, result); reference features via links.
- Do not duplicate feature copy: Avoid repeating capability lists or benefit bullets from the features page; instead, describe how the product solves this scenario and link to /features for details.
- Avoid content cannibalization: Each use case page targets a unique scenario intent; overlap with features (both Commercial/Consideration) dilutes SEO — differentiate by content angle (scenario vs capability).
Organization (Primary → Secondary)
| Dimension | Priority | Examples |
|---|---|---|
| By Scenario | Primary | Event marketing, Lead nurturing, Churn prevention, Customer onboarding |
| By Persona/Role | Primary | For Realtors, For CMOs, For Sales Reps |
| By Business Goal | Secondary | Acquisition, Retention, Upsell/Cross-sell |
| By Industry | Secondary (ICP) | Use as ICP tag; or as sub-page under Solutions |
Scenario Examples
Event marketing, Lead nurturing, Churn prevention, Customer onboarding, Patient scheduling, Telemedicine, Inventory management, Demand forecasting.
Business Goal Examples
Acquisition (signups, trials), Retention (reduce churn, re-engagement), Upsell/Cross-sell (expand revenue).
vs. Solutions vs. Features
| Page | Answers | Primary Organization |
|---|---|---|
| Features | What does it do? | Capabilities |
| Solutions | What outcome do I get? | By industry, company size, team |
| Use cases | When would I use it? | By scenario, persona, business goal |
Hierarchy: Use cases can be standalone or sub-pages under Solutions. Example: /solutions/healthcare/patient-scheduling (use case under industry solution).
When to Use Use Cases vs Solutions
| Need | Use |
|---|---|
| By scenario (Event marketing) | Use Cases |
| By persona (For Realtors, For CMOs) | Use Cases |
| By business goal (Acquisition, Retention) | Use Cases |
| By industry | Solutions |
| By company size (SMB, Enterprise) | Solutions |
| By team (Marketing, Sales) | Solutions |
| Industry-specific application | Use Cases (as Solutions sub-page) |
Internal Linking
- Use cases ↔ features ↔ solutions ↔ customer stories
- If under a solution: link to parent solution; parent links to use cases
SEO
- Intent: Commercial; "X software for [scenario]" or "[Product] for [role]"
- Title: "When to Use [Product] for [Scenario]" or "[Product] for [Role]"
- Differentiate: Unique workflows, pain points per scenario/persona
Output Format
- Use case list (scenarios/personas to cover)
- Per-page structure (sections, messaging)
- Headline options per segment
- Internal linking plan (including parent solution if applicable)
- SEO metadata
Related Skills
- features-page-generator: Features = what it does; use cases = when/how to use it; reference features via links, don't duplicate; see Content Differentiation above
- solutions-page-generator: Solutions are industry/outcome-focused; use cases are scenario-focused; use cases can be sub-pages under solutions
- customer-stories-page-generator: Case studies as proof on use case pages
- landing-page-generator: Use case pages are a type of landing page; apply LP principles
- pricing-page-generator: Use case pages link to pricing