Who is Diego Martinez
Creator of the ToolMarketing concept, Diego Martinez is a multidisciplinary strategist who built his career at the intersection of business, marketing, technology, and design. With a pragmatic and systemic vision, he merged his experiences to structure a methodology that transforms tools into recurring value and conversion channels, redefining the role of marketing within the business ecosystem.
TOOLMARKETING
Background and Experience
Diego holds a technical degree in Business Administration and a bachelor’s degree in Systems Analysis and Development from FATEC. He worked at major companies such as MSC, IBM, GPTW, and Itaú, gaining experience in management, automation, systems design, and process structuring. His professional journey was marked by a recurring discomfort: roles that limited the use of his multidisciplinary potential — a constraint he later transformed into his own operational model.
The origin of Marttenzi
Realizing that most businesses relied on fragile strategies based on advertising and persuasion, Diego founded Marttenzi as a real-world experiment in integrating strategy, processes, automation, and traffic. Marttenzi became the embodiment of his thesis: a company that applies marketing as engineering and functionality, merging technical expertise with practical execution in the automotive sector.
From discomfort to methodology
Frustrated with conventional digital sales methods — built on artificial scarcity and empty promises — he began designing tools that delivered value before conversion. From these hands-on experiments, he drafted the first outlines of ToolMarketing: a functionality-centered approach where value comes before the offer, and the tool replaces the funnel.
The birth of ToolMarketing
ToolMarketing does not have a single origin project, but rather a series of experiments and iterations. However, starting in 2023, Diego began systematizing his work into four pillars: Strategy, Processes, Automation, and Traffic. These four pillars formed the foundation that evolved into the concept of ToolMarketing.