Product marketing

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Overview

Product marketing is where you hand the Merchandising Agent your own marketing material — not a form you fill out, but the actual documents and pages you already use to sell: your media-kit site, template proposal decks, one-sheets, package and sponsorship menus, case studies, audience cards, spec sheets, and seasonal calendars. This is where the agent learns how you merchandise — how you name and package inventory, the story you tell about it, who you say it reaches, and what you point to as proof. From each piece of material come selling points: discrete statements about how you sell, each one recorded with where it came from — lifted from a document you upload, or captured from what you tell Murph about a page you point it at. Confirmed selling points can then feed into how the agent composes a proposal, and each one is checked against your actual live inventory so a promise your marketing makes is never pitched to a buyer your catalog can’t back up. For headless v3 integrations, Material is the durable API object behind this evidence. Each source refresh keeps its own immutable original reference, and supported files can also expose bounded page, slide, or sheet renditions, semantic blocks, and rights-aware visual assets. Existing Product Marketing entries remain readable as partial Material projections with their original evidence; they are not relabelled as complete visual extraction. See Add and inspect seller Material for the upload, processing, and retrieval flow.

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Where it lives

Product marketing is a row in the Teach section of your seller rail — the part of the rail that holds what you train your agent with, next to your Playbook. The row carries a glance at your marketing: when any of your selling points promises something your live inventory doesn’t back, it shows the not-backed count so you learn there is a decision waiting without opening anything. With nothing unbacked it shows how many selling points are teaching the agent, and when one of those results last changed. The row is a glance, not a freshness claim: it reports the results on record, and if none has ever been recorded it says so rather than implying all is well. The page itself is where your marketing is actually re-checked, and it tells you when that check ran. For sellers enrolled in the Product marketing rollout, opening the Teach row opens the canonical Material-backed product marketing page. Earlier saved Product Marketing launches keep opening their released compatibility page, so a past entry remains readable as the record that created it. The canonical page is organised as a record of what your agent has learned:

• A truth strip at the top — how many selling points are teaching the agent, how many your live inventory backs, how many aren’t backed, and how many haven’t been checked. Opening the page re-checks the selling points it could read against your inventory as it stands right then, and the strip says when that check ran. It separately reports when a result last changed, so marketing that has agreed with your inventory for a month reads as freshly checked rather than as a month stale. One read has a ceiling — 2,000 selling points — and both the re-check and those counts describe that read. Practically every seller’s marketing fits well inside it. If yours does not, the page says so in place of pretending otherwise: the counts are labelled as describing the part of your marketing we could read, and it reports them as “at least” rather than as totals. When you see that notice, treat it as: selling points beyond the ceiling were not re-checked on this open and are not in these numbers, and “when a result last changed” is shown as not yet known across all your marketing rather than guessed from the part on screen.
• One card per piece of material, under the name you gave it, with its version (v3, and when the version that replaced the earlier one landed) and the selling points learned from it.
• Each selling point in your own words, with the attribution it actually has: the verbatim quote and its location, the stated reason there is no quote, or the plain statement that this is your own account, presented to buyers as your claim.
• Each not-backed selling point as a decision, with both ways to close it as buttons: open your setup to add the inventory, or withdraw the selling point behind a confirmation.
• What each selling point shaped — the exact recorded RFP turn it fed, with its live, draft, or synthetic-evaluation status and composition time. The connection is shown only when that turn’s immutable response evidence names the same Material, source revision, and accepted candidate. Each line opens that exact Proposal Pass; a turn we can no longer resolve says so instead of opening an empty page. The list is deliberately bounded to the newest recorded turns, so opening a Material never turns into an unbounded history read. If older turns were not loaded, the page says it is showing a bounded newest-first view; if provenance could not be checked, it says that rather than presenting an empty list as proof that nothing was shaped.
• Add material — paste your media-kit link and the page hands it straight into the confirmation-gated flow described below. For a document, the page can’t carry the file, so it asks in chat and tells you to attach it there. Either way nothing is saved from this page except a withdrawal you confirm.

When a proposal’s fed-by detail names “Your marketing”, that chip now opens this page anchored on the exact selling point that shaped the decision — including when your marketing is large enough to span several pages, in which case the page you land on is the one holding that selling point. If you withdrew the selling point in the meantime, the page says it was withdrawn rather than leaving you hunting for it.

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What to give it

Anything you already use to market your inventory to buyers counts:

• Your media-kit website
• Template proposal decks and upfront presentations
• One-sheets and sell sheets
• Package or sponsorship menus
• Case studies
• Audience or first-party-data cards
• Spec sheets
• Seasonal or tentpole calendars

Give it both a site and documents if you have both — a media-kit page and a sponsorship one-sheet aren’t competing sources, they’re two pieces of the same marketing.

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Adding material

There are two ways to add a source, and both go through Murph:

• An upload. Drop a deck, PDF, spreadsheet, or one-sheet into the conversation. Murph parses the file itself, so every selling point it proposes comes back with the verbatim sentence and where in the document it sits.
• A link. Talk your media-kit page through with Murph and record what it says. We don’t fetch that page today — nothing on our side reads it — so what gets stored is your own account of it, which you approve before it is kept. It still needs to be a public https link with no sign-in credentials built in (https://name:password@… is refused), because the link is stored as the source of that entry and shown to anyone on your team who reads it. If you want quote-level provenance for that material today, upload the document version of it.

Either way, Murph proposes the selling points and you review them before anything is kept: nothing is saved on its own. The confirmation shows you every selling point in full — for an upload, with the exact quote and location it came from, or the stated reason it has none; for a page, as the words you gave Murph — and you can keep fewer than were proposed, but what gets kept is always the selling point exactly as it was shown to you. Nothing can be reworded or re-attributed on its way into your marketing, including by Murph. Only after you confirm does the material and its selling points join your marketing, through confirm_product_marketing_source. Add one document at a time. Selling points are read for the upload as a whole, so if several documents arrive together nothing can say which one a given selling point came from — rather than guess, we refuse the confirmation and ask you to add them one by one. Confirming the same site or document again — say, after you update your deck — doesn’t duplicate your marketing. It lands as a new version of that entry, so your marketing always shows the material you’re currently standing behind while keeping the history of what changed. A site is matched by its link. An upload is matched by the name you give the material, because every upload lands at a new location: re-upload your refreshed rate card under the same name and it replaces the old one — the earlier version’s selling points stop feeding proposals immediately. Give a genuinely different document a different name.

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Where a selling point’s attribution comes from

The two ways of adding material can support different kinds of proof, and your marketing records which one each selling point has — not to grade how much we trust it (it’s your material either way), but to say how your agent will carry the line to a buyer. Your marketing records three kinds, and keeps them distinct:

• Quoted from your document. We parsed the file, so the selling point carries the exact sentence and where it sits.
• From your document — nothing to quote; noted as declared in your document. Also from a file we parsed, but that part of it had nothing quotable — an infographic, a chart — so the selling point carries the stated reason instead of a sentence, and your agent carries it as material from your document rather than as your own account of something we never read.
• From you. Your own claim about a page we did not fetch. That is real attribution — you reviewed and approved it — so your agent presents it to buyers as your own claim; it’s just not a quote anyone on our side read, so it is never dressed up as one: these selling points carry no quote or location at all. (Case-study stories carry this same label for a different reason — see Case-study stories.)

Everywhere a selling point appears — your marketing, the not-backed list, the ingredients that fed a proposal, and the instructions your agent composes from — all three are labelled distinctly, so nobody downstream has to guess which kind of fact they’re reading or treat them as equally proven. A selling point that states a number — “100 million monthly uniques,” a lift percentage, a reach figure — is more persuasive to a buyer once it names who measured it. When one doesn’t yet, your product marketing page invites you to add one (a source like “per Comscore, March 2026”) rather than treating the missing source as a mark against the selling point itself.

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What a selling point is

A selling point is one thing your own material says about how you package, position, or prove your inventory — kept in your own words, and always recorded with the attribution it actually has: the exact quote and location (a slide number, a page) when it came from a document we parsed, the stated reason when that part of the document had nothing quotable, or your own approved account when it came from a page we did not fetch. See Where a selling point’s attribution comes from. So a selling point is never a paraphrase you’d have to take on faith, and never presented as better evidenced than it is. Every selling point has a kind:

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Your marketing vs. your inventory

Some selling points make a checkable promise — “we run CTV sponsorships,” “our audience card includes an in-market auto signal” — naming a channel, a creative format, or an audience signal by name. For those, we compare the selling point against your storefront’s actual live inventory: A selling point that isn’t backed is a decision, not a verdict against you — your marketing may be ahead of your catalog, or it may be describing something you no longer sell. There are two honest ways to close it:

1. Add the inventory. Bring your catalog up to what your marketing already promises.
2. Withdraw the selling point. If the promise is outdated, take it back so it stops being told to buyers.

A Not backed selling point is automatically held back from shaping proposals until you close it one of those two ways — the agent never repeats a promise your live inventory can’t keep.

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Undoing a selling point

If a selling point no longer reflects how you sell — the promise was retired, or you’d rather fix it than keep it — ask Murph to withdraw it. Withdrawing a selling point:

• Stops it from shaping any new proposal immediately.
• Keeps the source material and the selling point’s history in your marketing — nothing is deleted, and any past proposal that already used it keeps an honest record of that.

You can always re-confirm the same or updated material later to teach the selling point again as a new version.

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Case-study stories

A selling point is a single sentence, and some of your material doesn’t fit in one — a case study with a challenge, what you did about it, and the results you measured (a specific brand-lift percentage, for example) is a whole narrative, not a statement. Case-study stories hold that narrative whole, alongside your selling points, so the agent can draw on the actual story rather than a compressed paraphrase of it. A story is confirmed from the same material as your selling points — a site or a document — and is optional: a piece of material can carry only selling points, or selling points plus one or more stories. Each story carries:

• A title and, when the material names one, the advertiser and its industry vertical
• The channels it concerns (CTV, display, audio, and so on)
• The challenge the advertiser faced and the method you used to address it, in the material’s own words
• The results — each one a measured outcome verbatim (a lift, a reach number) together with who measured it, so a number never appears without its source

Unlike a selling point, a story is always recorded as your own confirmed account, whether it came from a document or a site — there’s no quote-and-locator mode for a story yet, because unlike a selling point, a story isn’t yet matched back to the exact place in your document it came from, so we can’t show that match today. That will change once story matching ships. Every story added today is material you’ve confirmed is fine to share; there’s no separate confidentiality setting yet, and the advertiser name is recorded as plain text rather than resolved to any identity record. Your product marketing page lists confirmed stories in their own Case studies section, most recent first. Unlike a selling point, a story isn’t checked against your live inventory (there’s no verdict to show), and there’s no withdraw button for one yet — retiring a story means re-confirming the material without it. When a buyer’s brief clearly points at one of your stories — it names the advertiser, matches the industry vertical, or matches a channel — the agent may draw that ONE story into the proposal it composes, alongside your selling points. A brief that doesn’t point at any story draws none in; this never picks a “best” story to lead with by default. The same matched story is also what fills the Proof section of a story-first proposal — one more reason a case study you confirm here is worth having on record, not just a compliance step.

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Try a brief

You don’t have to wait for a real buyer request to see this working. Try a brief, right on this page, lets you paste brief text and run a real practice pass for it — your agent composes an actual proposal and pitch, tagged as practice, never billed and never sent to a buyer. It opens immediately so you can read it; because it’s practice rather than real demand, it won’t appear afterward in your demand inbox list. See Try a brief for the full flow.

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Where you’ll see it work

Once you’ve confirmed material, an eligible selling point can shape how the Merchandising Agent describes a product to a buyer — never prices, floors, eligibility, or availability, which have their own owners (Playbook and AI Business Rules). When a proposal used your product marketing, its fed-by detail names “Your marketing” alongside the exact selling point that shaped it, so you can always trace a description back to the material that taught it — and tapping it opens your product marketing page on that selling point. The trace runs both ways. On the page, each selling point shows the proposals it went into, so you can see one sentence from your deck turning up in what buyers were actually told.

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