Outclaw Docs — How to use Outmark's AI marketing agents
Overview

Outclaw Documentation

Outclaw is an open-source AI marketing team built and maintained by Outmark. It consists of 21 specialised agents organised into three sub-functions: Product Marketing, Content & Brand, and Growth.

Agents are orchestrated by AlphaClaw, a CMO-level agent that reads your brief, decides which agents to activate, and routes the work through the correct sequence.

Architecture overview
You GACCS brief AlphaClaw CMO · Routes work to specialist agents Product Marketing 7 agents Content & Brand 7 agents Growth 7 agents Command Center Review · Refine Export · Publish Shared Knowledge Base Company docs · Brand voice · ICP · Competitive intel
License
MIT
Required
Claude API key
Maintained by
Outmark
Quick start

Up and running in under five minutes

Option A: Command Center (recommended)

1
Go to command.outmarkhq.com
Create a free account or sign in.
2
Connect your Claude API key
Settings → API → Paste your Anthropic key. We never store it server-side.
3
Upload your knowledge base (optional but recommended)
Company overview, brand voice guide, ICP doc, competitive summary. Plain text or markdown.
4
Write your first GACCS brief
Pick an agent (or let AlphaClaw decide), fill in the brief, hit Run.

Option B: Clone and self-host

git clone https://github.com/outmarkhq/outclaw.git
cd outclaw
cp .env.example .env
# Add ANTHROPIC_API_KEY to .env
npm install
npm run dev

Requires Node 18+. The app runs on localhost:3000 by default. See Self-hosting for production deployment.

Core concepts

AlphaClaw: the CMO agent

AlphaClaw sits at the top of the Outclaw hierarchy. It reads every brief you submit, interprets the goals and context, and decides which agents to activate and in what sequence.

You can bypass AlphaClaw and address a specialist agent directly — but for multi-step work (e.g. "write a product launch plan and then draft the first two blog posts"), AlphaClaw handles the coordination automatically.

What AlphaClaw decides
Which sub-function owns this

Product Marketing, Content & Brand, or Growth?

Which specialist agents to activate

One agent or a chain? In what order?

What context to pass downstream

Which knowledge base docs are relevant?

What the final output format should be

Document, plan, brief, or structured data?

GACCS briefs

GACCS is the brief format used across all Outclaw agents. It stands for Goals, Audience, Creative, Channels, Stakeholders. It is not a rigid form — fill in as much or as little as you know. But the more you fill in, the better the output.

G Goals The outcome you want and how you'll measure success. Be specific: "increase email open rate by 15%" beats "improve email."
A Audience Who this is for. ICP, persona, job title, company size, industry, and buying stage.
C Creative Format, tone, length, constraints, examples, and any content to avoid. References to your brand voice guide help here.
C Channels Where this will be published and distributed. Affects format and length decisions downstream.
S Stakeholders Who needs to approve, review, or be informed. Legal, leadership, sales — note them here.
Product Marketing · 7 agents

Product Marketing agents

These agents handle the strategy layer: positioning, ICP, competitive analysis, messaging, and launch coordination.

CatmullPositioning

Defines your category, competitive frame, and positioning statement. Outputs a structured positioning doc and a one-liner.

positioning, differentiation, category creation
NapierICP Research

Builds and validates ideal customer profiles. Produces a scored ICP matrix with firmographic and behavioural signals.

ICP, segmentation, personas
BurnhamCompetitive Intel

Analyses competitors from your provided data or web research inputs. Outputs a battle card and gap analysis.

competitive analysis, battle cards, positioning gaps
GodinMessaging

Translates positioning into audience-specific messages. Produces a messaging framework by persona and buying stage.

messaging framework, value props, copy architecture
CrossingLaunch Planner

Produces a structured product launch plan: phases, channels, timeline, owners, and KPIs.

product launch, go-to-market, launch plan
OgilvySales Enablement

Writes battle cards, objection handlers, one-pagers, and demo talk tracks for sales teams.

sales enablement, battle cards, objection handling
LevittWin/Loss Analysis

Analyses win/loss data to surface positioning gaps, common objections, and deal pattern trends.

win/loss, deal analysis, pipeline insights
Content & Brand · 7 agents

Content & Brand agents

These agents produce the content layer: long-form, social, SEO, email, and visual direction — all grounded in your brand voice.

BernbachBrand Voice

Codifies your brand voice from existing assets. Produces a voice guide and evaluates new content against it.

brand voice, tone of voice, style guide
StrunkLong-form Content

Writes long-form editorial: blog posts, guides, whitepapers, and reports — in your voice.

blog, long-form, editorial, thought leadership
KawasakiSocial Content

Creates LinkedIn, Twitter/X, and channel-specific social content. Understands format conventions per platform.

LinkedIn, social media, short-form, engagement
FishkinSEO & Structure

Structures content for search: topic clusters, keyword strategy, internal linking, and on-page recommendations.

SEO, keyword research, content clusters, search intent
SagmeisterVisual Brief

Writes creative briefs for designers and visual assets: mood boards in words, composition notes, and image direction.

visual brief, creative direction, design brief
HalvorsonEmail / Nurture

Writes email sequences, nurture tracks, and newsletters. Optimises for open rate, click rate, and reply rate.

email, nurture sequences, drip campaigns, newsletter
PulizziContent Strategy

Builds editorial calendars, content pillars, and repurposing plans. Connects content to pipeline goals.

content strategy, editorial calendar, repurposing
Growth · 7 agents

Growth agents

These agents handle demand generation, pipeline, outreach, and performance — the parts of marketing closest to revenue.

ThielGTM Strategy

Designs go-to-market motions: channel mix, sequencing, and resource allocation for a given segment or launch.

GTM, channel strategy, market entry, go-to-market
HolidayPaid Media

Plans paid campaigns: audience targeting, ad copy angles, budget allocation, and optimisation hypotheses.

paid media, PPC, paid social, ad creative, LinkedIn ads
RossABM Outreach

Writes personalised outreach sequences for target accounts. Coordinates with Thiel on account prioritisation.

ABM, outbound, account-based marketing, personalisation
VossPipeline Review

Reviews pipeline health, stage velocity, and conversion rates. Surfaces where marketing support is needed most.

pipeline, deal velocity, conversion rates, funnel analysis
EllisSignal Monitor

Monitors buying signals: job postings, tech changes, hiring intent, and behavioural cues from target accounts.

intent data, signal monitoring, buying signals, outbound triggers
RackhamPartnership Dev

Identifies and qualifies partnership opportunities. Writes co-marketing briefs and partnership outreach.

partnerships, co-marketing, channel partners, alliances
ReevesPerformance Audit

Audits marketing performance across channels. Produces a prioritised optimisation roadmap.

performance audit, channel ROI, marketing attribution
Deployment

Self-hosting

Outclaw runs on Node 18+. It can be deployed to any platform that supports Node: Vercel, Railway, Render, or your own server.

Environment variables

ANTHROPIC_API_KEY=sk-ant-...   # Required
OUTCLAW_SECRET=...             # Used to secure your instance
DATABASE_URL=...               # Postgres (optional — defaults to SQLite)
PORT=3000                      # Default port

Full deployment guides for Vercel, Railway, and Docker are in the /docs folder on GitHub.

BYO LLM

Outclaw defaults to Claude (Anthropic) but the prompt layer is model-agnostic. You can swap in any OpenAI-compatible endpoint by setting:

LLM_PROVIDER=openai
LLM_BASE_URL=https://api.openai.com/v1
LLM_API_KEY=sk-...
LLM_MODEL=gpt-4o

Note: prompt quality is tuned for Claude. Performance on other models may vary. We recommend Claude Sonnet 3.7 or higher for production use.

Open source

Contribute to Outclaw

Outclaw is MIT licensed and actively maintained by Outmark. PRs welcome — especially new agent prompts, improved GACCS handling, and integrations.

View on GitHub →