Unicist Conceptual B2B Market Segmentation
To Develop Marketing Intelligence for Market Growth
The Unicist Marketing Approach developed by The Unicist Research Institute, is based on the discovery that the concepts people have in mind drive their buying decisions. This made the management of the root causes of buying processes possible.
Functional marketing introduced an upgrade in marketing processes that includes managing conceptual segmentation and binary marketing actions to increase sales.
As part of our partnering policy, the unicist technologies are licensed under a Creative Commons Attribution 4.0 International License.
Our Value Proposition
We suggest adopting the unicist marketing intelligence system that uses the unicist conceptual segmentation because it emulates the intelligence applied to buying decisions. It allows notoriously increasing the effectiveness of marketing and selling processes.
It is recommended to start by testing it in a niche, segment, new channel, new product or new service. It is the segmentation that significantly increases marketing effectiveness.
The Roles in B2B Marketing
The research on the functionality of human intelligence and of institutional and entrepreneurial decision making, allowed developing the unicist marketing intelligence approach based on the unicist conceptual segmentation.
The research on buying processes is based on real applications that were focused on the development of profiles and marketing objects to drive sales and catalyze them.
It is based on the discovery that business segments are driven by use value, the functional value, the symbolic value, the linking value, and the social value. This segmentation allows defining profiles to manage the root causes of buying processes.
The Unicist B2B Segmentation Model
This segmentation model includes:
- The hard segmentation: Use value – based on the operational functionality of a product or service
- The technological segmentation: Symbolic value – that is driven by technological maturity of companies
- The relationship segmentation: Linking value – that defines the type of collaboration that can be established
- The conceptual segmentation: Functional value – that establishes the functionality that is being bought by customers
- The institutional segmentation: Social value – that establishes the social positioning of companies
The integration of these segmentations defines the different customer profiles. The use of expert systems, sustained by Unicist AI, simplifies the building of customer profiles and their maintenance.
What became Possible
Unicist Conceptual Segmentation emulates the functionality of the structure of the concepts potential buyers have in their minds. It allows:
- Defining customer profiles to develop marketing strategies
- Building objects driven marketing processes to foster growth
- Empowering the use value of products and services
- Building virtual marketing and selling processes
- Building distribution networks according to the business and the products
- Monitoring the evolution of the segments according to the actions of competitors
Expert System to Build B2B Profiles
The unicist expert system, sustained by Unicist AI, allows defining and managing customer profiles to expand markets.
These profiles allow developing segmented actions to maximize the influence in the market and fosters the word of mouth expansion.
This expert system includes the definition of the structural catalysts that influence each profile.
The Benefits
The use of this segmentation increases +50% the speed of market growth, compared with the use of segmentation models available in the market. This segmentation allows:
- The integration of an Add-on to provide customer profiles in the CRM
- Expanding markets and entering adjacent segments of customers
- Developing virtual marketing and selling processes
- The definition of customer profiles that allow deal with the buying decision process
- The definition of buying and selling arguments
- Product and service design
- Packaging design
- Designing and building marketing objects including catalysts
- Designing communication objects
The Application Fields
This segmentation is needed to increase the influence on potential buyers. You can test this model applying it to a new segment, product / service or channel in your business.
- To manage markets where the differentiation influences buying decisions
- To manage supply driven markets
- To manage highly competitive markets
- To introduce innovations
- To introduce counter-cycles in markets
The Unicist Research Institute
The Unicist Research Institute (TURI) is a world leader in its segment. Since 1976, it has been specialized in complexity sciences applied to the research on the roots of evolution and its application to social, institutional, business and individual evolution. TURI has a business arm, an academic arm and a social arm. www.unicist.org
