---
name: marketing-playbook
description: "What the Marketing team reaches for in RBA Skills to produce on-brand case studies, collateral, and content that warms up prospects before sales makes contact."
disciplines:
  - business-development
tags:
  - playbook
  - role-guide
  - marketing
author:
  name: Kassie Gibbons
  url: https://rba.com
---

# Marketing Playbook

Marketing owns RBA's brand presence, content, and the materials that generate awareness and warm up prospects before the AE makes contact — case studies, one-pagers, social content, event materials. This is your RBA Skills toolkit.

## Content & Collateral

| Reach for | Why |
|---|---|
| **case-study-writer** (`case-study-draft`, `win-story-brief`, `metrics-collector`, `award-submission-writer`) | Client case studies and award submissions for the website and sales use. |
| **sales-pursuit** → `one-pager-builder` | Service and offering leave-behinds. |

## Brand System & Voice

| Reach for | Why |
|---|---|
| `rba-brand-voice` skill | Enforces the four voice pillars, banned-word swaps, grammar mechanics, and inclusive language — every output lands on-brand automatically. |
| `rba-brand-voice-system-prompt` resource | Drop-in system prompt for ChatGPT/Perplexity when you're not in Claude. |
| `rba-design-system` resource | Brand tokens, palette, and accessible color guidance for visual assets. |

## Marketing Tips

- **Specific numbers are your best asset.** "$400K+ cost avoidance" beats "significant savings" every time — `metrics-collector` helps you pull them.
- **The case study structure never changes:** Challenge → Approach → Impact → Reflections → CTA. Don't reorder it.
- **AEs are your best source.** Bug them for outcomes, client quotes, and "what surprised you" moments after project close.

<!-- money-gate:n/a — incidental money mention (illustrative copy example "$400K+ cost avoidance"; this playbook authors no fees, prices, or monetary commitments). -->