ToolMarketing

Software as Marketing

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What is Software as Marketing?

Software as Marketing is a strategic approach developed by Diego Martinez in which software is no longer just an internal solution, but becomes the marketing channel itself. Instead of relying on ephemeral content or ads, Marttenzi creates functional software — such as checklists, simulators, and comparators — that deliver immediate value and sustain the brand’s digital presence.

How does an RVT work?

Recurring Value Tools (RVTs) are free, reusable software integrated into the customer journey. From the first use, they offer practical solutions — through diagnostics, simulations, or personalized control. While helping the user, they also collect behavioral (non-sensitive) data to inform Marttenzi’s strategies with real insights instead of assumptions.

Differences from traditional marketing

Unlike content that needs constant publishing and loses relevance, RVTs retain their utility over time. They create habits, build trust, and establish recurrence. The value lies in the actual delivery, not in the promise — that’s what sets Software as Marketing apart from persuasion-based marketing.

Strategic impact

This approach drastically reduces Customer Acquisition Cost (CAC), strengthens brand perception, and generates strategic data ethically and functionally. By turning the tool into the marketing channel itself, Marttenzi builds a scalable, useful, and lasting model where the user experience becomes a long-term relationship.

Part of ToolMarketing

Software as Marketing is a practical application of ToolMarketing — a discipline created by Diego Martinez. Each RVT is a functional touchpoint that replaces forms, e-books, or empty promises with real-time value.