Diego Martinez

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 and becomes the marketing channel itself. Instead of relying on ads or ephemeral content, Marttenzi uses functional software — such as checklists, simulators, and comparators — that deliver direct value to the user and sustain the brand's digital presence.

How does an RVP work?

Recurring Value Tools (RVPs) are free, reusable software integrated into the customer journey. From the first use, they already offer a practical solution — whether through a diagnosis, a simulation, or personalized control. While helping the user, these tools collect behavioral (non-sensitive) data that guide Marttenzi's strategies based on facts, not assumptions.

Differences from traditional marketing

Unlike content that requires constant publishing and loses relevance, RVPs maintain their usefulness over time. They create habit, build trust, and establish recurrence. The value is in the real delivery, not in the promise — and that is what differentiates Software as Marketing 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 creates 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 RVP is a functional touchpoint, replacing forms, e-books, or empty promises with value delivered in real time.