Framework of the B2B Marketing Intelligence Protocol

The conceptual B2B segmentation was developed to define differentiated marketing strategies according to the company that is approached. It allows developing an individual segmentation and profiling to define marketing and selling processes.

It also includes a model that categorizes companies to develop strategies according to the industry and the characteristics of the company.

Unicist Functionalist Principles

Unicist B2B Market Segmentation

B2B Marketing Intelligence

Synthesis of the Unicist B2B Marketing Intelligence

The unicist B2B conceptual segmentation integrates the unified field that defines the market of potential buyers. It includes the wide context, the restricted context, and the specific segmentation.

The gravitational force (the wide context) that establishes the framework of the different segments of buyers is the segmentation of the “use value” (hard segmentation), which defines the aspects that deal with the operational functionality of the value propositions.

The catalyst of the value propositions (the restricted context) is defined by the brand power that establishes an asymmetric complementation with negative slope. This asymmetry has to suffice to establish a relation of “peers” between the customer and the provider.

The specific segmentation can be approached when the use value is defined, and the brand power establishes the basic conditions for a business relationship.

The conceptual segmentation defines the functional structure of the use value of the products or services. This segmentation implicitly describes the buying argument of the customer.

The relationship segmentation establishes the concepts of the relationships that have to be built and maintained with the customers.

The institutional segmentation establishes the positioning that is needed to sustain the long-term relationship and provide the necessary credibility for the value propositions.

Unicist B2B Segmentation

The Unicist B2B marketing intelligence model includes three central segmentations that define the context of the buying process, which are: the conceptual segmentation, the relationship segmentation, and the institutional segmentation. It also includes the brand power segmentation that works as a catalyst of the B2B buying processes.

The development of the Unicist B2B Marketing Intelligence model demanded more than two decades. The final solution was triggered by the development of the social critical mass that defines the success of social and business actions.

This development was based on multiple B2B marketing experiences beginning with Diners in 1981.

The Unicist B2B Marketing Intelligence defines the segments of potential buyers and their relationship with the segments of the providers to select the approach that needs to be used to define the possibility of developing a business and its probability of success.

Conceptual Segmentation

The conceptual segmentation defines the core attributes of value propositions and is the segmentation where the marketing processes begin and end. This segmentation deals with the need satisfaction generated by the value propositions and their differentiation.

The desirability of the value propositions is given by the subjective differentiation, which includes the differentiation of the use value and the competitive advantage.

The consistency of the value propositions is established by the objective differentiation that is defined both by a functional differentiation and by a price differentiation.

The technological differentiation is what establishes the background of the conceptual segmentation.

Relationship Segmentation

The relationship segmentation defines the influence a provider has or might have on potential customers or clients.

It is defined by the complementary attributes with the client that reinforce the value proposition, the empathetic attributes that allow building the necessary personal relationships and the influential attitudes that include both functional and subjective aspects.

The competitive attributes of the provider supplement the position of the buyers and empower the value propositions.

The types of relationships define the actions that are needed to sustain the critical mass of a B2B marketing process.

Institutional Segmentation

The institutional segmentation sustains the credibility of buyers and providers. It establishes the compatibility between the roles of both parts and allows defining when there is a true possibility of building up a business.

This segmentation is defined by the market orientation of the provider, the reliability attributes that define the focus of the value propositions, the trustability attributes that define the influence that can be exerted, and the functional evidence that proves the validity of the positioning.

The market orientation is materialized by the promises that are implicit in the provider’s value propositions.

Brand Power Segmentation

The brand power segmentation works as a catalyst of the B2B marketing processes. Brand power is a basic condition to sustain marketing. The absence of brand power transforms any value proposition into a marginal proposal.

This segmentation is defined by the influential power attributes, which drive the constructive power of a company, the power denotation attributes that define the recognized attributes of the brand, the power connotation attributes that define the implicit values and the dissuasion power attributes that define the slope of the influence of the brand.

The brand power works as a catalyst when the brand of the provider is influential and works as an inhibitor when the influence of the buyers supersedes the influence of the suppliers.

The Unicist Research Institute