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Functionalist Approach

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Institutional and Product Segmentation in B2B marketing


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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 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.

Conceptual Segmentation

The conceptual segmentation defines the core attributes of the 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.

Relationship Segmentation

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.

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.

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.

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