Tool Marketing
More than a methodology, Tool Marketing is today Marttenzi's main strategic service. It was born from the need to consolidate everything that was already being done in isolated consultancies in marketing, administration, technology and design and transformed into an integrated solution based on four pillars: Strategy, Processes, Automation and Traffic. In 2025, this structure evolved into a new acquisition model: the creation of useful tools that function as continuous channels for marketing, positioning and relationships.
TOOLMARKETING
How the methodology emerged
Since 2022, Diego Martinez has been applying the four pillars: Strategy, Processes, Automation and Traffic, in independent digital marketing projects. In 2023, these deliveries began to be organized within a single and replicable model. From this, companies that were previously served by fragmented demands began to be guided by a complete strategic system, which unifies the main axes of digital growth. In 2025, this logic gave rise to Tool Marketing: an approach that replaces persuasion with functionality and transforms useful tools into continuous marketing assets.
Why it's not content, nor freemium
Unlike content marketing that requires constant production and long-term results, Tool Marketing delivers immediate value through functional solutions. It's also not about a traditional freemium offer, which releases part of the tool as a free sample. Here, we deliver a complete and free tool, with strategic purpose. The goal is not to capture leads at any cost, but to generate real utility from the first click. Those who use the tool understand the brand's value and don't need additional convincing. The sale becomes a natural consequence of the functional relationship created by the RVT (Recurring Value Tool), the ToolMarketing solution.
Functionality is the new trigger
While traditional strategies trigger remarketing for those who just visited a page, Tool Marketing segments only those who actually used the functionality. Using the tool is the most qualified filter that exists: if someone fills out, calculates, generates a proposal or performs any practical action, it means they are really involved with the solution. This logic replaces promises and we don't need to convince, just deliver utility.
How it works in practice
The client accesses a digital tool, with a specific functionality and interacts with it even before talking to the company. This tool can be a functional website, an application or even a physical solution. Unlike a landing page that depends on persuasive text, the RVT delivers immediate value through practical experience and even if the user doesn't convert immediately, they tend to return because the value delivered is in the functionality, not in the offer. The return is natural, spontaneous and recurring.
Software as Marketing in practice
All RVTs are developed based on the Software as Marketing concept: tools that not only deliver value, but also capture data ethically, nurture relationships and automate journey stages. At Marttenzi, we create custom systems that act as autonomous acquisition channels, true marketing machines that continue to work even outside business hours. The result is sales predictability and strategic recurrence.
An innovation that generates sales
By adopting Tool Marketing, you no longer depend on creating posts every day or convincing the customer to buy at any cost. You offer a tool that solves a real problem and this generates trust and builds brand. Instead of 'chasing' the lead, you create an environment where they want to return because the functionality is more valuable than any promise. This is the new marketing and it's already working.