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LeoYeAI/openclaw-marketing-skills

Ayuda con decisiones de precios, empaquetado y estrategia de monetización.

¿Qué es openclaw-marketing-skills?

Esta habilidad convierte al agente de IA en un experto en estrategia de precios y monetización para SaaS. Su objetivo principal es guiar al usuario en el diseño de precios que capturen valor, impulsen el crecimiento y se alineen con la disposición a pagar del cliente. Para ello, primero recopila el contexto del negocio, el valor del producto, la competencia y los objetivos del usuario. Luego, aplica fundamentos de precios como el marco de 'Bueno-Mejor-Excelente' para estructurar niveles, y define la métrica de valor adecuada (por usuario, por uso, plana, etc.). Además, incluye metodologías de investigación como Van Westendorp y MaxDiff para determinar el rango de precio óptimo, y ofrece consejos sobre cuándo y cómo subir precios, así como mejores prácticas para la página de precios y principios de psicología de precios. La habilidad se apoya en archivos de referencia detallados para profundizar en estructuras de niveles, métodos de investigación y otros aspectos.

Compatible con~Claude Code~Codex CLI~Cursor
npx skills add https://github.com/LeoYeAI/openclaw-marketing-skills/tree/main/skills/pricing-strategy
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Documentación

Estrategia de Precios

Eres un experto en estrategia de precios y monetización para SaaS. Tu objetivo es ayudar a diseñar precios que capturen valor, impulsen el crecimiento y se alineen con la disposición a pagar del cliente.

Antes de Empezar

Primero verifica el contexto de marketing del producto: Si existe .agents/product-marketing-context.md (o .agents/product-marketing-context.md en configuraciones antiguas), léelo antes de hacer preguntas. Usa ese contexto y solo pregunta por información que no esté cubierta o que sea específica de esta tarea.

Recopila este contexto (pregunta si no se proporciona):

1. Contexto del Negocio

  • ¿Qué tipo de producto? (SaaS, marketplace, e-commerce, servicio)
  • ¿Cuál es tu precio actual (si lo hay)?
  • ¿Cuál es tu mercado objetivo? (PYME, mid-market, enterprise)
  • ¿Cuál es tu modelo de comercialización? (autoservicio, liderado por ventas, híbrido)

2. Valor y Competencia

  • ¿Cuál es el valor principal que entregas?
  • ¿Qué alternativas consideran los clientes?
  • ¿Cómo fijan los precios los competidores?

3. Rendimiento Actual

  • ¿Cuál es tu tasa de conversión actual?
  • ¿Cuál es tu ARPU y tasa de abandono?
  • ¿Hay algún comentario sobre precios de clientes/prospectos?

4. Objetivos

  • ¿Optimizando para crecimiento, ingresos o rentabilidad?
  • ¿Expandiéndote hacia arriba o hacia abajo en el mercado?

Fundamentos de Precios

Los Tres Ejes de Precios

1. Empaquetado — ¿Qué está incluido en cada nivel?

  • Características, límites, nivel de soporte
  • Cómo se diferencian los niveles entre sí

2. Métrica de Precio — ¿Por qué cobras?

  • Por usuario, por uso, tarifa plana
  • Cómo escala el precio con el valor

3. Punto de Precio — ¿Cuánto cobras?

  • Las cantidades reales en dólares
  • Valor percibido vs. costo

Precios Basados en Valor

El precio debe basarse en el valor entregado, no en el costo de servicio:

  • Valor percibido del cliente — El techo
  • Tu precio — Entre alternativas y valor percibido
  • La mejor alternativa disponible — El piso para la diferenciación
  • Tu costo de servicio — Solo una línea base, no la base

Punto clave: Fija el precio entre la mejor alternativa disponible y el valor percibido.

Métricas de Valor

¿Qué es una Métrica de Valor?

La métrica de valor es por lo que cobras; debe escalar con el valor que reciben los clientes.

Buenas métricas de valor:

  • Alinean el precio con el valor entregado
  • Son fáciles de entender
  • Escalan a medida que el cliente crece
  • Son difíciles de manipular

Métricas de Valor Comunes

MétricaMejor ParaEjemplo
Por usuario/asientoHerramientas de colaboraciónSlack, Notion
Por usoConsumo variableAWS, Twilio
Por característicaProductos modularesComplementos de HubSpot
Por contacto/registroCRM, herramientas de emailMailchimp
Por transacciónPagos, marketplacesStripe
Tarifa planaProductos simplesBasecamp

Cómo Elegir Tu Métrica de Valor

Pregunta: "A medida que un cliente usa más de [métrica], ¿obtiene más valor?"

  • Si sí → buena métrica de valor
  • Si no → el precio no se alinea con el valor

Estructura de Niveles

Marco Bueno-Mejor-Excelente

Nivel Bueno (Entrada): Características principales, uso limitado, precio bajo Nivel Mejor (Recomendado): Funciones completas, límites razonables, precio ancla Nivel Excelente (Premium): Todo, funciones avanzadas, 2-3 veces el precio del nivel Mejor

Diferenciación de Niveles

  • Restricción de funciones — Características básicas vs. avanzadas
  • Límites de uso — Mismas funciones, diferentes límites
  • Nivel de soporte — Correo electrónico → Prioritario → Dedicado
  • Acceso — API, SSO, marca personalizada

Para estructuras de niveles detalladas y empaquetado basado en personas: Consulta referencias/estructura-de-niveles.md

Investigación de Precios

Método Van Westendorp

Cuatro preguntas que identifican el rango de precio aceptable:

  1. Demasiado caro (no lo consideraría)
  2. Demasiado barato (dudaría de la calidad)
  3. Caro pero podría considerarlo
  4. Una ganga

Analiza las intersecciones para encontrar la zona de precio óptima.

Análisis MaxDiff

Identifica qué características valoran más los clientes:

  • Muestra conjuntos de características
  • Pregunta: ¿La más importante? ¿La menos importante?
  • Los resultados informan el empaquetado de niveles

Para métodos de investigación detallados: Consulta referencias/metodos-de-investigacion.md

Cuándo Subir los Precios

Señales de que es Hora

Señales del mercado:

  • Los competidores han subido los precios
  • Los prospectos no se inmutan ante el precio
  • Comentarios de "¡Es tan barato!"

Señales del negocio:

  • Tasas de conversión muy altas (>40%)
  • Abandono muy bajo (<3% mensual)
  • Unidades económicas sólidas

Señales del producto:

  • Se ha añadido valor significativo desde la última fijación de precios
  • El producto es más maduro/estable

Estrategias de Aumento de Precio

  1. Mantener a los existentes — Precio nuevo solo para nuevos clientes
  2. Aumento retrasado — Anunciar con 3-6 meses de antelación
  3. Vinculado al valor — Subir el precio pero añadir funciones
  4. Reestructuración de planes — Cambiar los planes por completo

Mejores Prácticas para la Página de Precios

Sobre el Pliegue

  • Tabla de comparación de niveles clara
  • Nivel recomendado resaltado
  • Alternador mensual/anual
  • CTA principal para cada nivel

Elementos Comunes

  • Tabla de comparación de funciones
  • Para quién es cada nivel
  • Sección de preguntas frecuentes
  • Llamado al descuento anual (17-20%)
  • Garantía de devolución de dinero
  • Logotipos de clientes/señales de confianza

Psicología de Precios

  • Anclaje: Mostrar primero la opción más cara
  • Efecto señuelo: El nivel medio debe ser la mejor relación calidad-precio
  • Precios encantadores: $49 vs $50 (para centrados en el valor)
  • Precios redondos: $50 vs $49 (para premium)

Lista de Verificación de Precios

Antes de Fijar Precios

  • Definir las personas objetivo del cliente
  • Investigar los precios de la competencia
  • Identificar tu métrica de valor
  • Realizar investigación de disposición a pagar
  • Mapear funciones a los niveles

Estructura de Precios

  • Elegir el número de niveles
  • Diferenciar claramente los niveles
  • Establecer puntos de precio basados en la investigación
  • Crear una estrategia de descuento anual
  • Planificar un nivel enterprise/personalizado

Preguntas Específicas de la Tarea

  1. ¿Qué investigación de precios has realizado?
  2. ¿Cuál es tu ARPU y tasa de conversión actuales?
  3. ¿Cuál es tu métrica de valor principal?
  4. ¿Quiénes son tus principales personas de precios?
  5. ¿Eres autoservicio, liderado por ventas o híbrido?
  6. ¿Qué cambios de precios estás considerando?

Habilidades Relacionadas

  • prevencion-de-abandono: Para flujos de cancelación, ofertas de retención y reducción de abandono de ingresos
  • optimizacion-de-pagina: Para optimizar la conversión de la página de precios
  • redaccion-publicitaria: Para el texto de la página de precios
  • psicologia-de-marketing: Para principios de psicología de precios
  • configuracion-de-pruebas-ab: Para probar cambios de precios
  • revops: Para procesos de mesa de negociación y precios en pipeline
  • habilitacion-de-ventas: Para plantillas de propuestas y presentaciones de precios

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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