Unicist Object Driven Marketing


The Next Stage in Marketing: Unicist Customer Profiles

The unicist logical approach to marketing allowed developing a profiling technology that allows beginning with the hard characteristics of a segment, integrating the functional, psychological, conceptual and lifestyle segmentations to define the customer profile that allows dealing with a segment based on predictors and observable characteristics.

Unicist Market SegmentationThe Unicist Object Driven Marketing Technology for B2C requires the definition of the different segments that integrate a market. It has to be considered that each segment needs to be managed as an “independent” universe in terms or marketing, although it is interdependent with other segments.

This implies:

  1. Having the functional concepts that are defined by the operational attributes of the product/service.
  2. Having the psychological segmentation based on conceptual psychology that allows defining the relationship the buyer establishes with the product/service and the vendor.
  3. Having the essential attributes of the product/services that define the concept of the value proposition.
  4. Knowing the lifestyle, based on conceptual anthropology, that works as a limit for the value propositions.

Customer Profiles

The use of customer profiles begins with the approach to the segments that are natural buyers of a product/service and continuing the expansion based on the adjacency of segments.

This allows making an object driven approach based on the goodwill a value proposition includes and the proximity to the actual needs of the participants of a market.

Peter Belohlavek

NOTE: The Unicist Research Institute was the pioneer in using the unicist logical approach in complexity science research and became a private global decentralized leading research organization in the field of human adaptive systems. It has an academic arm and a business arm. https://www.unicist.net/marketing/wp-content/uploads/2015/09/turi.pdf

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LinkedIn: the vehicle for global B2B market expansion (Part 3)

LinkedIn allows sustaining the building of Interest Groups that allows expanding B2B markets based on using the adequate profiles that identify the three levels of functional segmentation that are needed to develop image-driven, sponsor-driven or referral-driven marketing strategies.

You can find the complete information on “B2B Marketing using LinkedIn” in the booklet on “Virtual Marketplace Building” you can find at:
http://www.unicist.org/repo/#Marketing

LinkedIn B2B MarketingThe proven functionality of LinkedIn as a vehicle deals with the development of additional market channels, the building of distribution channels and the building of sponsors in the client’s organization.

To build the specific profiles to develop the marketing strategy it is necessary to integrate the segmentation that corresponds to the specific industry, the segments defined by the participation, the segmentation of LinkedIn as a vehicle and the segmentation of the type of interest group that needs to be built.

This requires managing the fundamentals of these segmentations and having the technical-analytical information that allows transforming a conceptual approach into operational profiles.

The end of this profiling process is a simple accurate description that can be managed by everyone.

Then a bridge between the profiles and the information that is available on LinkedIn has to be built in order to segment, avoiding a bold approach.

Linkedin for B2B MarketingBold approaches generate paradoxical effects because they generate the perception of spamming.

When a message that is sent to an individual is needed, it can never be perceived as a spam. The segmentation and profiling process allows defining what an individual needs.

The more accurate this communication is, the higher the probability of achieving functional results and the less paradoxical results it will produce.

It has to be considered that these paradoxical results generate a double negative effect.

  • They are perceived as an aggression by the one who receives a disruptive communication.
  • They degrade the image of the institution and person who sends the message.

The building of sponsors in B2B markets is the final goal that can be achieved using LinkedIn. These sponsors allow beginning a commercial process that includes users, deciders and gatekeepers.

The advantage of this virtual approach is that it establishes stable active relationships that require little time for all the participants to be maintained.

Peter Belohlavek

NOTE: The Unicist Research Institute was the pioneer in using the unicist logical approach in complexity science research and became a private global decentralized leading research organization in the field of human adaptive systems. It has an academic arm and a business arm.
https://www.unicist.net/marketing/wp-content/uploads/2015/03/turi.pdf

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B2B Unicist Object Driven Marketing: The Use of Company Profiles

The unicist logical approach to B2B marketing is based on segmenting the companies while, within such companies, the B2C segmentation is used to segment the individual participants in a commercial process.

B2B Customer ProfilesThe B2B marketing process has been specially designed for supply driven markets, although it is fully applicable to demand driven markets considering that in this case it is necessary to sustain significant product/service differentiations.

The use of B2B marketing implies:

  1. Knowing the actual functional needs of a specific client considering the characteristics of the industry and its conjuncture.
  2. Having evaluated the maturity of the business processes and confirmed its compatibility with the value proposition.
  3. Having identified the type of relationships the potential customer establishes with its providers.
  4. Having confirmed that the essential attributes of the value propositions are a real catalyst for the business processes of the prospect.
  5. Having identified the business positioning of the prospect and confirmed that it is compatible with the positioning of the provider.

B2B Customer Profiles

Supply driven markets are based on innovations that are not driven by urgencies.

Therefore an adequate profiling of the prospects is basic in order to know if it is meaningful to invest in a marketing process to make a specific business.

Supply driven markets require a high level of reliability and the need of having the necessary critical mass to influence a company.

The critical mass is given by the aesthetics of the solution, the influence of the provider and the credibility that allows having the necessary level of reliability.

The benefit of using B2B Customer Profiles and Object Driven Marketing is that it allows beginning with a “cheap” promotional process to define possible leads and invest when the prospects fit into the necessary Company Profile to become buyers.

Peter Belohlavek

NOTE: The Unicist Research Institute was the pioneer in using the unicist logical approach in complexity science research and became a private global decentralized leading research organization in the field of human adaptive systems. It has an academic arm and a business arm. http://www.unicist.org/repo/index.php#Unicist

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