Diego Martinez • HackTown 2026 • ToolMarketing
What to do when content is no longer a competitive advantage in the attention era
Confirmed session at HackTown 2026 — Santa Rita do Sapucaí, MG
In the attention era, creating content is no longer enough. Ideas are copied quickly and most content is forgotten in seconds. The challenge becomes capturing, retaining and converting attention — that's where ToolMarketing comes in.
About the session
What you'll learn
A hands-on intermediate session across Strategy & Business, Sales & Performance, and Corporate AI tracks. You'll leave with a tool plan applied to a real or fictional company.
Why content lost its edge
With AI generating content at scale, the barrier to entry dropped to zero. Understand what changes in the attention game.
What ToolMarketing is and how it works
Turning content into active interaction: the tool solves a pain, drives recurring usage, and captures measurable intent.
Planning a tool in practice
You'll lead the planning of an applied tool — with pain, format, usage metric, and conversion point defined.
Tracks
Where this session fits at HackTown
The session spans three tracks because ToolMarketing is strategy, revenue generation, and practical AI application.
07 — Strategy, Business & Governance
Decision-making and competitiveness in environments where generic content stopped differentiating.
21 — Sales & Performance
Revenue through utility: tools that create recurring demand and convert with tracking.
03 — Corporate AI
Practical AI applications in marketing: automation, usage data, and efficiency in tool building.
Level
Intermediate — for those who know the basics and want to apply
The session assumes familiarity with digital marketing, strategy, or sales. The focus is practical application and critical thinking about the current landscape — not introductory theory.
Book
Marketing de Ferramenta
by Diego Martinez
The book that consolidates ToolMarketing as a method: utility, recurrence, and measurement applied to real businesses. ISBN 978-6598960001
HackTown 2026
See you in Santa Rita do Sapucaí
If you'll be at HackTown 26 and want to talk about ToolMarketing, strategy, or tool building, find me there or connect on LinkedIn now.