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LeoYeAI/openclaw-marketing-skills

Bietet Unterstützung bei Preisentscheidungen, Paketgestaltung und Monetarisierungsstrategien für SaaS-Produkte.

Was ist openclaw-marketing-skills?

Dieses Skill unterstützt Entwickler, Produktmanager und KI-Agenten bei der Entwicklung und Optimierung von Preisstrategien für SaaS-Produkte. Es umfasst Frameworks wie die Good-Better-Best-Tierstruktur, wertbasierte Preisgestaltung, Van-Westendorp-Analyse und die drei Preisachsen (Verpackung, Preismetrik, Preis). Das Skill hilft dabei, Zahlungsbereitschaft zu recherchieren, optimale Preispunkte zu finden und Preise zu erhöhen, während es mit Best Practices für Preisseiten und Preismissbrauch konfrontiert. Es eignet sich besonders für Claude Code, Cursor und andere KI-Agenten, die bei Preis- und Monetarisierungsfragen beraten. Das Skill nutzt Marktkontext aus `.agents/product-marketing-context.md` und bietet strukturierte Checklisten und verwandte Skills für churn-prevention, page-cro, copywriting und mehr.

Funktioniert mit~Claude Code~Codex CLI~Cursor
npx skills add https://github.com/LeoYeAI/openclaw-marketing-skills/tree/main/skills/pricing-strategy
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Dokumentation

Preisstrategie

Du bist ein Experte für SaaS-Preisgestaltung und Monetarisierungsstrategie. Dein Ziel ist es, Preisgestaltung zu entwerfen, die Wert erfasst, Wachstum fördert und mit der Zahlungsbereitschaft der Kunden übereinstimmt.

Vor dem Start

Zunächst Kontext zur Produktvermarktung prüfen: Wenn .agents/product-marketing-context.md existiert (oder .agents/product-marketing-context.md in älteren Setups), lies es, bevor du Fragen stellst. Nutze diesen Kontext und frage nur nach Informationen, die noch nicht abgedeckt oder spezifisch für diese Aufgabe sind.

Sammle diesen Kontext (fragen, falls nicht angegeben):

1. Geschäftskontext

  • Welche Art von Produkt? (SaaS, Marktplatz, E-Commerce, Dienstleistung)
  • Welche Preisgestaltung hast du derzeit (falls vorhanden)?
  • Was ist dein Zielmarkt? (KMU, Mittelstand, Enterprise)
  • Wie ist dein Go-to-Market-Ansatz? (Self-Service, vertriebsgesteuert, hybrid)

2. Wert & Wettbewerb

  • Welchen primären Wert lieferst du?
  • Welche Alternativen ziehen Kunden in Betracht?
  • Wie gestalten Wettbewerber ihre Preise?

3. Aktuelle Leistung

  • Wie ist deine aktuelle Konversionsrate?
  • Wie hoch ist dein ARPU und deine Abwanderungsrate?
  • Gibt es Rückmeldungen zur Preisgestaltung von Kunden/Interessenten?

4. Ziele

  • Optimierst du für Wachstum, Umsatz oder Rentabilität?
  • Bewegung in den oberen oder unteren Marktsegmenten?

Grundlagen der Preisgestaltung

Die drei Preisachsen

1. Verpackung — Was ist in jeder Stufe enthalten?

  • Funktionen, Limits, Support-Level
  • Wie sich die Stufen voneinander unterscheiden

2. Preismetrik — Wofür berechnest du?

  • Pro Benutzer, pro Nutzung, Pauschalgebühr
  • Wie der Preis mit dem Wert skaliert

3. Preispunkt — Wie viel verlangst du?

  • Die tatsächlichen Dollarbeträge
  • Wahrgenommener Wert vs. Kosten

Wertbasierte Preisgestaltung

Der Preis sollte auf dem gelieferten Wert basieren, nicht auf den Kosten der Bereitstellung:

  • Wahrgenommener Wert des Kunden — Die Obergrenze
  • Dein Preis — Zwischen Alternativen und wahrgenommenem Wert
  • Nächstbeste Alternative — Die Untergrenze für Differenzierung
  • Deine Bereitstellungskosten — Nur eine Basis, nicht die Grundlage

Wichtige Erkenntnis: Preis zwischen der nächstbesten Alternative und dem wahrgenommenen Wert ansetzen.

Wertmetriken

Was ist eine Wertmetrik?

Die Wertmetrik ist das, wofür du berechnest – sie sollte mit dem Wert skalieren, den Kunden erhalten.

Gute Wertmetriken:

  • Passen den Preis an den gelieferten Wert an
  • Sind leicht verständlich
  • Skalieren mit dem Wachstum des Kunden
  • Sind schwer zu umgehen

Häufige Wertmetriken

MetrikAm besten geeignet fürBeispiel
Pro Benutzer/SitzKollaborationstoolsSlack, Notion
Pro NutzungVariabler VerbrauchAWS, Twilio
Pro FunktionModulare ProdukteHubSpot Add-ons
Pro Kontakt/DatensatzCRM, E-Mail-ToolsMailchimp
Pro TransaktionZahlungen, MarktplätzeStripe
PauschalgebührEinfache ProdukteBasecamp

Auswahl deiner Wertmetrik

Frage: "Erhält ein Kunde mit mehr Nutzung von [Metrik] mehr Wert?"

  • Wenn ja → gute Wertmetrik
  • Wenn nein → Preis passt nicht zum Wert

Überblick über die Stufenstruktur

Good-Better-Best-Framework

Good-Stufe (Einstieg): Kernfunktionen, begrenzte Nutzung, niedriger Preis Better-Stufe (Empfohlen): Volle Funktionen, angemessene Limits, Ankerpreis Best-Stufe (Premium): Alles, erweiterte Funktionen, 2-3x Better-Preis

Stufendifferenzierung

  • Funktionssperre — Basis- vs. erweiterte Funktionen
  • Nutzungslimits — Gleiche Funktionen, unterschiedliche Limits
  • Support-Level — E-Mail → Priorität → Dediziert
  • Zugriff — API, SSO, individuelles Branding

Für detaillierte Stufenstrukturen und personenbasierte Pakete: Siehe references/tier-structure.md

Preisforschung

Van-Westendorp-Methode

Vier Fragen zur Identifizierung des akzeptablen Preisbereichs:

  1. Zu teuer (würde nicht in Betracht ziehen)
  2. Zu billig (Qualität in Frage gestellt)
  3. Teuer, aber könnte in Betracht ziehen
  4. Ein Schnäppchen

Analysiere Überschneidungen, um den optimalen Preisbereich zu finden.

MaxDiff-Analyse

Identifiziert, welche Funktionen Kunden am meisten schätzen:

  • Zeige Funktionssets
  • Frage: Am wichtigsten? Am unwichtigsten?
  • Ergebnisse informieren die Stufenpaketierung

Für detaillierte Forschungsmethoden: Siehe references/research-methods.md

Wann Preise erhöht werden sollten

Anzeichen, dass es Zeit ist

Marktsignale:

  • Wettbewerber haben Preise erhöht
  • Interessenten zucken bei Preis nicht zusammen
  • Rückmeldung "Es ist so günstig!"

Geschäftssignale:

  • Sehr hohe Konversionsraten (>40%)
  • Sehr geringe Abwanderung (<3% monatlich)
  • Starke Unit Economics

Produktsignale:

  • Seit der letzten Preisgestaltung wurde erheblicher Wert hinzugefügt
  • Produkt reifer/stabiler

Preiserhöhungsstrategien

  1. Bestehende Kunden grandfathered — Neuer Preis nur für Neukunden
  2. Verzögerte Erhöhung — 3-6 Monate vorher ankündigen
  3. An Wert gekoppelt — Preis erhöhen, aber Funktionen hinzufügen
  4. Planumstrukturierung — Pläne komplett ändern

Best Practices für Preisseiten

Oberhalb der Falte

  • Klare Vergleichstabelle der Stufen
  • Empfohlene Stufe hervorgehoben
  • Monatlich/jährlich Umschalter
  • Primärer CTA für jede Stufe

Häufige Elemente

  • Funktionsvergleichstabelle
  • Für wen jede Stufe geeignet ist
  • FAQ-Bereich
  • Hinweis auf jährlichen Rabatt (17-20%)
  • Geld-zurück-Garantie
  • Kundenlogos/Vertrauenssignale

Preisspsychologie

  • Ankereffekt: Höherpreisige Option zuerst zeigen
  • Lockvogeleffekt: Mittlere Stufe sollte das beste Preis-Leistungs-Verhältnis bieten
  • Charm-Preise: 49 € vs. 50 € (für wertorientierte Kunden)
  • Runde Preise: 50 € vs. 49 € (für Premium-Kunden)

Preis-Checkliste

Vor der Festlegung von Preisen

  • Zielkunden-Personas definiert
  • Wettbewerbspreise recherchiert
  • Wertmetrik identifiziert
  • Zahlungsbereitschaftsforschung durchgeführt
  • Funktionen den Stufen zugeordnet

Preisstruktur

  • Anzahl der Stufen festgelegt
  • Stufen klar differenziert
  • Preispunkte basierend auf Forschung festgelegt
  • Strategie für jährliche Rabatte erstellt
  • Enterprise/individuelle Stufe geplant

Aufgabenspezifische Fragen

  1. Welche Preisforschung hast du durchgeführt?
  2. Wie hoch sind dein aktueller ARPU und deine Konversionsrate?
  3. Was ist deine primäre Wertmetrik?
  4. Wer sind deine wichtigsten Preis-Personas?
  5. Bist du Self-Service, vertriebsgesteuert oder hybrid?
  6. Welche Preisänderungen erwägst du?

Verwandte Skills

  • churn-prevention: Für Kündigungsprozesse, Rettungsangebote und Reduzierung von Umsatzverlusten
  • page-cro: Für Optimierung der Preisseiten-Konversion
  • copywriting: Für Preisseiten-Texte
  • marketing-psychology: Für Prinzipien der Preisspsychologie
  • ab-test-setup: Für Testen von Preisänderungen
  • revops: Für Deal-Desk-Prozesse und Pipeline-Preise
  • sales-enablement: Für Angebotsvorlagen und Preispräsentationen

Individual skills in this repo

This repo contains 20 individual skills — each has its own dedicated page.

LeoYeAI/openclaw-marketing-skills

When the user wants to plan, design, or implement an A/B test or experiment. Also use when the user mentions "A/B test," "split test," "experiment," "test this change," "variant copy," "multivariate test," "hypothesis," "should I test this," "which version is better," "test two versions," "statistical significance," or "how long should I run this test." Use this whenever someone is comparing two approaches and wants to measure which performs better. For tracking implementation, see analytics-tra

LeoYeAI/openclaw-marketing-skills

When the user wants to generate, iterate, or scale ad creative — headlines, descriptions, primary text, or full ad variations — for any paid advertising platform. Also use when the user mentions 'ad copy variations,' 'ad creative,' 'generate headlines,' 'RSA headlines,' 'bulk ad copy,' 'ad iterations,' 'creative testing,' 'ad performance optimization,' 'write me some ads,' 'Facebook ad copy,' 'Google ad headlines,' 'LinkedIn ad text,' or 'I need more ad variations.' Use this whenever someone needs to produce ad copy at scale or iterate on existing ads. For campaign strategy and targeting, see paid-ads. For landing page copy, see copywriting.

LeoYeAI/openclaw-marketing-skills

When the user wants to optimize content for AI search engines, get cited by LLMs, or appear in AI-generated answers. Also use when the user mentions 'AI SEO,' 'AEO,' 'GEO,' 'LLMO,' 'answer engine optimization,' 'generative engine optimization,' 'LLM optimization,' 'AI Overviews,' 'optimize for ChatGPT,' 'optimize for Perplexity,' 'AI citations,' 'AI visibility,' 'zero-click search,' 'how do I show up in AI answers,' 'LLM mentions,' or 'optimize for Claude/Gemini.' Use this whenever someone wants their content to be cited or surfaced by AI assistants and AI search engines. For traditional technical and on-page SEO audits, see seo-audit. For structured data implementation, see schema-markup.

LeoYeAI/openclaw-marketing-skills

When the user wants to set up, improve, or audit analytics tracking and measurement. Also use when the user mentions "set up tracking," "GA4," "Google Analytics," "conversion tracking," "event tracking," "UTM parameters," "tag manager," "GTM," "analytics implementation," "tracking plan," "how do I measure this," "track conversions," "attribution," "Mixpanel," "Segment," "are my events firing," or "analytics isn't working." Use this whenever someone asks how to know if something is working or wan

LeoYeAI/openclaw-marketing-skills

When the user wants to reduce churn, build cancellation flows, set up save offers, recover failed payments, or implement retention strategies. Also use when the user mentions 'churn,' 'cancel flow,' 'offboarding,' 'save offer,' 'dunning,' 'failed payment recovery,' 'win-back,' 'retention,' 'exit survey,' 'pause subscription,' 'involuntary churn,' 'people keep canceling,' 'churn rate is too high,' 'how do I keep users,' or 'customers are leaving.' Use this whenever someone is losing subscribers o

LeoYeAI/openclaw-marketing-skills

Write B2B cold emails and follow-up sequences that get replies. Use when the user wants to write cold outreach emails, prospecting emails, cold email campaigns, sales development emails, or SDR emails. Also use when the user mentions "cold outreach," "prospecting email," "outbound email," "email to leads," "reach out to prospects," "sales email," "follow-up email sequence," "nobody's replying to my emails," or "how do I write a cold email." Covers subject lines, opening lines, body copy, CTAs, p

LeoYeAI/openclaw-marketing-skills

When the user wants to create competitor comparison or alternative pages for SEO and sales enablement. Also use when the user mentions 'alternative page,' 'vs page,' 'competitor comparison,' 'comparison page,' '[Product] vs [Product],' '[Product] alternative,' 'competitive landing pages,' 'how do we compare to X,' 'battle card,' or 'competitor teardown.' Use this for any content that positions your product against competitors. Covers four formats: singular alternative, plural alternatives, you v

LeoYeAI/openclaw-marketing-skills

When the user wants to plan a content strategy, decide what content to create, or figure out what topics to cover. Also use when the user mentions "content strategy," "what should I write about," "content ideas," "blog strategy," "topic clusters," "content planning," "editorial calendar," "content marketing," "content roadmap," "what content should I create," "blog topics," "content pillars," or "I don't know what to write." Use this whenever someone needs help deciding what content to produce,

LeoYeAI/openclaw-marketing-skills

When the user wants to edit, review, or improve existing marketing copy. Also use when the user mentions 'edit this copy,' 'review my copy,' 'copy feedback,' 'proofread,' 'polish this,' 'make this better,' 'copy sweep,' 'tighten this up,' 'this reads awkwardly,' 'clean up this text,' 'too wordy,' or 'sharpen the messaging.' Use this when the user already has copy and wants it improved rather than rewritten from scratch. For writing new copy, see copywriting.

LeoYeAI/openclaw-marketing-skills

When the user wants to write, rewrite, or improve marketing copy for any page — including homepage, landing pages, pricing pages, feature pages, about pages, or product pages. Also use when the user says "write copy for," "improve this copy," "rewrite this page," "marketing copy," "headline help," "CTA copy," "value proposition," "tagline," "subheadline," "hero section copy," "above the fold," "this copy is weak," "make this more compelling," or "help me describe my product." Use this whenever s

LeoYeAI/openclaw-marketing-skills

When the user wants to create or optimize an email sequence, drip campaign, automated email flow, or lifecycle email program. Also use when the user mentions "email sequence," "drip campaign," "nurture sequence," "onboarding emails," "welcome sequence," "re-engagement emails," "email automation," "lifecycle emails," "trigger-based emails," "email funnel," "email workflow," "what emails should I send," "welcome series," or "email cadence." Use this for any multi-email automated flow. For cold out

LeoYeAI/openclaw-marketing-skills

When the user wants to optimize any form that is NOT signup/registration — including lead capture forms, contact forms, demo request forms, application forms, survey forms, or checkout forms. Also use when the user mentions "form optimization," "lead form conversions," "form friction," "form fields," "form completion rate," "contact form," "nobody fills out our form," "form abandonment," "too many fields," "demo request form," or "lead form isn't converting." Use this for any non-signup form tha

LeoYeAI/openclaw-marketing-skills

When the user wants to plan, evaluate, or build a free tool for marketing purposes — lead generation, SEO value, or brand awareness. Also use when the user mentions "engineering as marketing," "free tool," "marketing tool," "calculator," "generator," "interactive tool," "lead gen tool," "build a tool for leads," "free resource," "ROI calculator," "grader tool," "audit tool," "should I build a free tool," or "tools for lead gen." Use this whenever someone wants to build something useful and give

LeoYeAI/openclaw-marketing-skills

Connect GetXAPI to pull public X/Twitter marketing signals into OpenClaw workflows. Use when the user wants social listening, tweet search, reply search, user lookup, or monitor setup driven by a Bearer-auth search backend. Enhances social-content, paid-ads, ad-creative, content-strategy, launch-strategy, and competitor-alternatives with real public conversation data.

LeoYeAI/openclaw-marketing-skills

Connect to Google Ads API to pull real account data — campaign performance, keyword health, wasted spend, search terms, impression share. Use when the user wants to audit their Google Ads account, find wasted budget, optimize keywords, or get data-driven recommendations. Enhances paid-ads and ad-creative skills with real numbers instead of guesswork. Triggers on: 'audit my Google Ads', 'find wasted spend', 'why are my ads not converting', 'Google Ads performance', 'which keywords to pause', 'Goo

LeoYeAI/openclaw-marketing-skills

When the user wants to plan a product launch, feature announcement, or release strategy. Also use when the user mentions 'launch,' 'Product Hunt,' 'feature release,' 'announcement,' 'go-to-market,' 'beta launch,' 'early access,' 'waitlist,' 'product update,' 'how do I launch this,' 'launch checklist,' 'GTM plan,' or 'we're about to ship.' Use this whenever someone is preparing to release something publicly. For ongoing marketing after launch, see marketing-ideas.

LeoYeAI/openclaw-marketing-skills

When the user wants to create, plan, or optimize a lead magnet for email capture or lead generation. Also use when the user mentions "lead magnet," "gated content," "content upgrade," "downloadable," "ebook," "cheat sheet," "checklist," "template download," "opt-in," "freebie," "PDF download," "resource library," "content offer," "email capture content," "Notion template," "spreadsheet template," or "what should I give away for emails." Use this for planning what to create and how to distribute

LeoYeAI/openclaw-marketing-skills

When the user needs marketing ideas, inspiration, or strategies for their SaaS or software product. Also use when the user asks for 'marketing ideas,' 'growth ideas,' 'how to market,' 'marketing strategies,' 'marketing tactics,' 'ways to promote,' 'ideas to grow,' 'what else can I try,' 'I don't know how to market this,' 'brainstorm marketing,' or 'what marketing should I do.' Use this as a starting point whenever someone is stuck or looking for inspiration on how to grow. For specific channel execution, see the relevant skill (paid-ads, social-content, email-sequence, etc.).

LeoYeAI/openclaw-marketing-skills

When the user wants to apply psychological principles, mental models, or behavioral science to marketing. Also use when the user mentions 'psychology,' 'mental models,' 'cognitive bias,' 'persuasion,' 'behavioral science,' 'why people buy,' 'decision-making,' 'consumer behavior,' 'anchoring,' 'social proof,' 'scarcity,' 'loss aversion,' 'framing,' or 'nudge.' Use this whenever someone wants to understand or leverage how people think and make decisions in a marketing context.

LeoYeAI/openclaw-marketing-skills

Connect to Meta Marketing API to pull real Facebook and Instagram ad data — campaign performance, creative fatigue, audience saturation, ROAS by ad set, frequency analysis, and Learning Phase status. Use when the user wants to audit their Meta/Facebook/Instagram ads, diagnose creative fatigue, find wasted budget, or get data-driven optimization. Enhances paid-ads and ad-creative skills with real Meta data. Triggers on: 'audit my Facebook ads', 'Instagram ads performance', 'Meta ads not convertin

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