FIRE is the acronym defining the four structural pillars of any effective RVT. Functionality ensures the tool solves a real problem; Integration ensures it works independently of the main product; Recurrence maintains perceived value over time; and Experience prioritizes usability and user satisfaction. Without any of these pillars, the RVT loses effectiveness and may not fulfill its role in the marketing cycle.

FDE is the practical application of FDI in building user experiences. It uses behavioral insights to optimize interfaces, flows, and RVT functionalities. The goal is to create experiences that adapt to real user behavior, not assumptions about how they should behave. This results in more intuitive, engaging, and conversion-effective tools.

FDI represents an evolution in marketing data collection and analysis. Instead of relying only on traditional metrics like clicks and views, this approach analyzes how users functionally interact with tools. It observes usage patterns, return frequency, interaction depth, and behaviors indicating real purchase intention. This intelligence enables more precise optimizations and strategies based on real behavioral data.

The RVT is the central element of ToolMarketing. It's a structure - physical or digital - that offers practical utility to users continuously. Unlike traditional digital baits, the RVT maintains its value even after conversion, creating a natural recurrence cycle. It can manifest as applications, calculators, simulators, checklists, or even interactive physical structures. Its success depends on the FIRE pillars: Functionality, Integration, Recurrence, and Experience.

The RVT Graph is a visual and analytical representation of how users navigate and interact within a tool. Unlike linear funnels, the graph shows multiple paths, diverse entry points, and recurrence cycles. It allows identifying bottlenecks, optimizing flows, and understanding complex behavioral patterns. It's fundamental for designing more sophisticated RVTs and measuring their effectiveness.

Physical extension of ToolMarketing, where in-person services become active marketing channels. Can include free calibration stations, postural scanners in gyms, interactive kiosks in stores, or rooms equipped with sensors. Unlike promotional one-time actions, Service as Marketing creates functional and recurring touchpoints that deliver real value while collecting behavioral insights in the physical world.

This approach transforms functional software into direct marketing channels. Instead of creating software for internal use and then promoting it, Software as Marketing develops applications that are born as customer relationship tools. Examples include financial simulators, specialized calculators, interactive dashboards, and diagnostic applications. The differential lies in immediate value delivery, ethical behavioral data collection, and creating usage habits that naturally lead to conversion.

ToolMarketing is a discipline created by Diego Martinez that inovates how brands relate to consumers. Instead of relying on ephemeral content or forced persuasion, this methodology creates useful tools that deliver real value before, during, and after purchase. The strategy is based on four fundamental pillars (FIRE) and can be applied in both digital and physical environments, transforming customer-brand interaction into a functional and recurring experience.