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

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

Unicist Functionalist B2B Market Segmentation

Understanding the Functionality of Companies & the Comfort Zones of Stakeholders

Synthesis of the Unicist B2B Marketing Approach

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

The functionality of an organization refers to the shared values, beliefs, attitudes, and behaviors that shape the way people within the organization think and act. It is the collective identity and personality of the organization, influencing how employees interact with each other, make decisions, and approach their work. Organizational functionality is often described as the “way things are done around here”

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 a 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 functionalist 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.

Comfort Zone Segmentation and Differentiation of Products and Services

Innovations and differentiations define the competitive advantage of companies, but they might also exclude products and services from the comfort zones of potential buyers. If that happens, buying processes are inhibited. Comfort zone segmentation was developed to include innovations and differentiations within the comfort zones of individuals or to expand these zones without changing their structure. By understanding the implicit segmentation used by Apple, Walmart, ChatGPT, and Honeywell, you will see comfort zone segmentation in action.

Introduction

.Unicist functionalist B2B Segmentation is an upgrade of conceptual B2B segmentation developed to enhance effectiveness in marketing processes. It provides a framework for business relationships based on a functionalist approach. Its adoption can increase market growth speed by up to 50% due to its focus on the comfort zones of potential customers.

“We define a market segment as a group of individuals or organizations that would buy a specific value proposition being offered. This means that, on the one hand, they need the product/service, but on the other hand, they consider the value proposition as their ‘first choice.’ It is not a group of hypothetical buyers; it is a group of potential buyers.”

This segmentation was developed to craft differentiated marketing strategies tailored to the functionality of the target company. It enables the creation of company profiles based on the comfort zones established by their functionalities, helping to define marketing strategies, construct marketing objects, and design catalyzing objects that meet the latent needs of these companies.

The comfort zone is characterized by the habits of action and thought patterns prevalent in companies. These are influenced by five basic functionalist structures:

1. The influence of the use value of propositions.
2. The company’s positioning.
3. The concept of the specific industry and business.
4. The level of technological maturity.
5. The type of relationships that are established.

The concepts or mental models of an organization’s collective intelligence define its culture and comfort zones. These mental models consist of the assumptions, generalizations, or images that people hold in their minds about themselves, others, institutions, and all aspects of the world. They aid individuals in interpreting and navigating their daily lives by providing a framework for understanding experiences and anticipating outcomes.

The conceptual mindset of an individual acts as a blueprint or “recipe for life,” shaping how they perceive the world, make decisions, and interact with their environment. This mindset includes beliefs, values, assumptions, and expectations, all of which determine what individuals consider normal or acceptable.

Unicist Functionalist B2B Market Segmentation

The Functionalist Segmentation of B2B markets is based on the segmentation of companies according to their functionality and of their stakeholders according to their comfort zones. It increases marketing effectiveness by up to 30% while reducing costs and efforts.

The segmentation based on functionality allows for the definition of asymmetric aspects that sustain influence and symmetric aspects that establish the type of relationships that can be built.

The segmentation of stakeholders enables the management of their buying arguments to develop the complementary selling arguments needed to fit into their comfort zones.

This segmentation determines the category of business relationships being built and the binary actions that need to be developed to ensure productivity in both the short and long term.

The use of Unicist AI facilitates the development of unicist P&P (Predictive & Prescriptive) AI modules to manage CRM with companies.

The Unicist B2B Market Segmentation

The Unicist approach to B2B market segmentation leverages a functionalist perspective to optimize marketing and sales strategies. Here’s a breakdown of the key elements and how they work together:

1. Functionalist Segmentation of Companies: This aspect of the segmentation focuses on understanding the functional roles of companies within their respective markets. By analyzing the asymmetric (unique, differentiating) and symmetric (common, standard) features of companies, you can discern how they influence others and the types of relationships they can effectively forge. This understanding helps in tailoring strategies that align with the intrinsic functionalities of different companies.
   
   
2. Stakeholder Comfort Zones: This segment revolves around identifying and understanding the comfort zones of key stakeholders in target companies. By mapping out these comfort zones, businesses can craft buying arguments that resonate well with stakeholders. This, in turn, facilitates the creation of complementary selling arguments, enhancing the effectiveness of sales strategies and communications.
   
   
3. Business Relationship Categories: The segmentation helps in categorizing the nature of business relationships that are or can be established. It recognizes different categories like transactional, collaborative, or partnership-based relationships, each requiring distinct management strategies and nurturing approaches.
   
   
4. Binary Actions for Productivity: The model advocates for identifying and implementing binary actions to ensure results. Binary actions are two synchronized actions that on the one hand, open possibilities, and on the other hand, close sales. These actions are designed to boost productivity and effectiveness in both the short and long term by reducing complexities in decision-making.
   
   
5. Unicist AI in CRM: The integration of Unicist AI into Customer Relationship Management (CRM) systems is a crucial element. Unicist AI utilizes predictive and prescriptive analytics to enhance decision-making in CRM. This technology helps in anticipating customer behaviors and prescribing actions that align with both the company’s and customers’ needs, leading to more successful engagement and transactions.

This approach uses the functionalist principles of the functionality of companies to develop the segments that work as autonomous clusters to address them based on effective binary actions and marketing objects.

Synthesis

The outputs of unicist functionalist segmentations are profiles that identify the comfort zones to be addressed in interactions. Functionalist B2B segmentation is enhanced by B2C comfort zone segmentation, which establishes a framework for addressing company stakeholders, developing necessary strategies and marketing objects, and defining the binary actions that make marketing processes effective. It has been used in multiple industries, including banking, insurance, software, automation, automobiles, and chemicals, demonstrating its simplicity and effectiveness.

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