B2B Marketing Processes

Functional AI driven Virtual B2B Marketing

 in Unicist Binary Actions / Unicist Cobots / Unicist Functional Design  tagged B2B Adaptive Marketing / B2B Marketing / B2B Marketing Processes by

Virtual B2B marketing opens spaces by positioning the value proposition as a first-choice alternative in companies. It prepares selling processes by generating leads or by generating the positioning of the provider in the mind of potential customers. Virtual marketing uses binary actions to influence, marketing objects to open spaces and catalysts to accelerate processes.

Opening Virtual Spaces

Virtual relationship building is and will be in the future a channel that needs to be built while being integrated with face-to-face activities when possible and necessary.

The purpose of virtual B2B Marketing is to open spaces in the market, positioning as a first-choice alternative and developing leads that can be used in virtual or personal selling activities.

The use of virtual marketing approaches empowers the functionality of marketing, going beyond the traditional activities and establishing virtual relationships that reinforce the integration with the market.

Unicist B2B marketing builds a complementation with potential customers and clients that allows generating sales in a complementary environment. The maximal strategy is based on demonstrating the capacity of satisfying the functional needs of the customers going beyond the operational aspects of product or service delivery.

The satisfaction of the functional needs implies that the marketing approach includes the knowledge of the functionality of the customers’ processes that allows understanding their needs and developing the correspondent solutions.

The development of personal relationships requires empowering the level of transparency to manage professional relationships, which reinforce the personal reliability and thus sustain the complementation with customers and clients.

This complementation needs to work within the future trends that are shared and allows establishing long-term relationships. The catalyst of the B2B marketing process is given by the brand power that allows establishing a peer-to-peer relationship based on the bilateral asymmetric positioning of both parts, provider and customer, each in its field of expertise.

Unicist Innovation Center – A Sharing Space
The Unicist Research Institute

NOTE: We invite you to invite your children or the children of your friends to participate in the “Empower your Freedom” program, that works as a catalyst for abductive reasoning processes. It is a non-profit program that has been designed for teenagers from 14 to 17 years old. This program demands 1-hour a week (including the 20-minute session on TWITCH). Access

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Cobotization of B2B Marketing Processes

 in Unicist Cobots / Unicist Confederation  tagged B2B Marketing Processes / Binary Actions / Marketing Cobots / Unicist Functional Design by

The development of B2B marketing cobots expanded the possibilities for generating leads and influencing buying decisions. These cobots are a consequence of the discovery that human actions are driven by the concepts people have in their minds and that buying decisions are driven by the concepts people have about what they are acquiring.

To avoid dysfunctional reactions, the approach to concepts requires developing binary actions, which are two synchronized actions that aim at the concept customers have in their minds.

These synchronized actions have two functions: on the hand, they open possibilities in the mind of the buyer and, on the other hand, they satisfy their needs.

Backward Integration Cobots

The backward integration cobots provide the information on the segments that are being approached, the marketing objects that will be used and the sequence of the actions that need to be done to generate leads or influence buying decision. These marketing objects include:

  1. Catalyzing Objects: that open possibilities and accelerate buying decisions.
  2. Commercial Objects: that install ideas in the mind of the potential customers.
  3. Semantic Objects: that install meaningful knowledge in the market.
  4. Semiotic Objects: that guide and influence buying processes.
  5. Branding Objects: that have power to influence buying decisions.

Backward integration marketing cobots include the logical rules that allow managing the concepts the potential customers have in mind and use Unicist AI to establish the adaptive binary actions that need to be developed.

Forward Integration Cobots

The forward integration cobots communicate with the market, manage their feedback, and provide adaptive automation in marketing processes. They use the information provided by the backward integration cobot and develop the binary actions that are needed to generate results. They include:

  1. An automation module that integrates the different functions of the marketing process.
  2. A communication and quality assurance module that ensures the functionality of the process.
  3. A learning module that drives the upgrade of the marketing processes.

The use of cobots in B2B Marketing significantly expands the scope of actions and ensures the quality of the relationships that are built while it generates results.

Access: www.unicist-systems.com/unicist-business-cobots

Unicist Innovation Center – A Sharing Space
The Unicist Research Institute

NOTE: We invite you to invite your children or the children of your friends to participate in the “Empower your Freedom” program, that works as a catalyst for abductive reasoning processes. It is a non-profit program that has been designed for teenagers from 14 to 17 years old. This program demands 1-hour a week (including the 20-minute session on TWITCH). Access

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Sponsor Building in B2B Marketing

 in Unicist Cobots / Unicist Confederation  tagged B2B Marketing Processes / Institutional Roles in Decision Making / Martin Alvaro / Sponsor Building / The Unicist Research Institute / Unicist Conceptual Marketing / Unicist Logic by

The B2B marketing process of differentiated and innovative products / services requires the integration of sponsors. This B2B marketing process includes the participation of 4 basic roles:

  1. The decision makers
  2. The users
  3. The gatekeepers
  4. The sponsors

There are two alternative paths to introduce a new proposition:

  1. The approach to decision makers, which is the natural path when the value proposition implies a systemic use that includes different functionalities.
  2. The approach to users, which is the natural path when the innovation introduces notorious benefits for the user.

The gatekeepers have a significant role by ensuring the convenience of the new value proposition. They need to be addressed by providing the necessary proofs of the need of the solution and the convenience of its adoption.

The role of the sponsor is to endorse the differentiated or innovative value propositions. To endorse a value proposition, it is necessary to be aware of its functionality. Sponsors of B2B marketing processes have two roles:

  1. To introduce value propositions, which is the case of recommenders.
  2. To endorse the value propositions after they are perceived as necessary.

It has to be considered that the members of the organization that proposes differentiated or innovative solutions need to be the first witnesses that sponsor the value propositions.

The Sponsor Building Process

The possibility of building sponsors is fully related with intrinsic characteristics of the value propositions and of the institution that is proposing them. The basic condition for having sponsors is defined by the existence of a greater good that underlies the value propositions.

This is evident in the sponsoring of sports, arts, or science, but not so evident in the sponsoring of differentiated or innovative B2B value propositions.

The greater good

This requires that the organization that is proposing these innovations is truly sustained by this greater good. The greater good has to be perceived as being underneath the value proposition without being part of it.

Sales agents must witness this greater good when the value propositions are proposed. The greater good provides the benefits for the clients, the sponsors and the providers.

The catalyst of sponsor building

The greater good is only believable if the organization includes a reference group that sustains or builds the greater good, which has to be noticeable in the market. The reference group needs to be recognized by its deeds in the market and is the “intangible” influencer to build sponsors.

The building of sponsors is immediate when the greater good is notoriously differentiated and the reference group is consistent.

The next step to build a sponsor is the establishment of the possibility of a complementation. This requires the development of a sort of pilot test that allows potential sponsors to experience the solution that is being proposed.

Sponsoring implies sharing the benefits of the greater good that sustains the value propositions. This experience establishes the starting point that has to be followed by actions that transfer solutions to the client and sponsor to share the benefits of the greater good.

This drives towards the building of a functional reliability, which needs to include the development of personal relationships among the participants. The participation in exchange spaces with clients builds an environment that helps to maintain the relationships with clients and sponsors.

Sponsors can exist when there is a stable relationship between the members of the organization that proposes the differentiated or innovative value propositions and its users. This relationship requires that the provider has ongoing activities that open the expectation of possibilities of upgrades of the value propositions in the future.

Based on the research on decision making led by Peter Belohlavek at The Unicist Research Institute.

Martin Alvaro

NOTE: 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.

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Unicist Marketing: A Double Dialectical Approach

 in Unicist Cobots / Unicist Confederation / Unicist Functional Design  tagged B2B Marketing Processes / B2C Marketing Processes / Behavioral Marketing / Buying processes / Diana Belohlavek / Marketing Strategy / Object Driven Marketing / Peter Belohlavek / The Unicist Research Institute / The Unicist School / Unicist Evolutionary Approach / Unicist Marketing by

The unicist marketing approach is based on the fact that human actions are driven by the concepts people have. This implies that if the functional concepts individuals have are known, then their behavior can be predicted and influenced with a high level of accuracy.

Unicist Behavioral Marketing, also named Unicist Object Driven Marketing, is an application of the discovery of the structure of concepts that emulates the intelligence that underlies nature and defines the “nature” of things.

In the B2C market, the unicist approach is based on knowing the hard segments and the concepts that underlie the functionality of products/services and the potential buyers´ behavior. In the B2B market this approach is based on knowing the concepts of the business aspects that define the operational archetype of companies.

The application of Unicist Marketing is based on the use of maximal and minimum strategy actions to ensure the influence on buying decisions. These maximal and minimum strategy actions are applied in advertising, relationship building, promotions and sales closing processes. The unicist logical tools provide a framework to define these actions and monitor their functionality.

Unicist Press Committee

NOTE: The Unicist Research Institute has been, since 1976, the pioneer in using a unicist ontological approach to deal with complexity. It introduced a paradigm shift in sciences emulating the triadic intelligence of nature, integrating complexity sciences with systemic sciences. This research allowed developing unicist technologies to manage the complex aspects in the social, business and individual fields. https://www.unicist.net/marketing/wp-content/uploads/2017/02/turi-1.pdf

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