Core Concepts

What is ToolMarketing?

It is a strategy based on the creation of a Recurring Value Tool (RVT) — digital or physical — that works as an active interaction channel between brand and consumer. It generates real value before, during, and after the purchase, leading to conversion through a functional and recurring flow, rather than through isolated persuasion techniques or triggers.

Origin of the Concept

ToolMarketing was born from the attempt to solve a real problem: low conversion caused by traditional funnels and disposable content. The idea emerged after years of practical experimentation with pages, simulators, and apps that delivered value before the sale — and therefore converted better. This is how the RVT became the foundation of the strategy.

The Problem with Traditional Marketing

Models based on massive content and forced persuasion face a challenge: the loss of consumer attention. Even well-produced campaigns are quickly forgotten. Useful tools, on the other hand, remain in use. ToolMarketing arises as an alternative to this ephemeral logic, building lasting connections and recurrence through ongoing functional delivery.

From Idea to Methodology

From the first prototype to the formalization of the concept in 2025, the methodology was refined through tests, real-world applications, and studies on behavior, persuasion, and recurrence. The conclusion was clear: it was not just software or a digital lead magnet, but a channel of continuous value. This gave rise to the term Recurring Value Tool (RVT).

The RVT Concept — Recurring Value Tool

The RVT is a functional structure — physical or digital — that delivers value through practical actions tied to a real pain or need. Its role is to create a bond with the brand, automate interactions, and replace or complement the traditional marketing funnel. It can be structured as a cycle or graph, adapting dynamically to the customer journey.

Functionality Flow

The functionality flow is the logical journey the tool offers the user until conversion. Rather than relying on copywriting or forced CTAs, the tool guides the user through a sequence of useful actions that naturally activate the buying impulse. This replaces manipulation with logic: functionality itself becomes the trigger.

Tool Cycle and Graph

The customer journey can be structured as a Cycle (Attract > Interact > Nurture > Convert > Retain) or as a Graph (interconnected paths that respect the user’s time and choices). The RVT supports both models, remaining useful at every stage, whether linear or not.

PrePrint version published on Zenodo under DOI: https://doi.org/10.5281/zenodo.15165196

Reference: MARTINEZ, Diego. ToolMarketing: A new strategy based on recurring value tools. Zenodo, 2025. DOI: 10.5281/zenodo.15165196

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