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Strategy · The Client Segment Spine
One taxonomy the whole practice runs on.
Every marketing feature talks to these segments, and Canopy holds them. Define each one here, once. Kelly treats each category differently and promotes to each differently — the label has to match how she actually sells. Seeded from the real contact list. Canopy inherits this; nothing gets discovered twice.
Marketing talks to them. Canopy holds them.Same segments, both sides, no drift. CRE is architecture, not property.
Who reads from this
The spine is the shared source. Each consumer adds its own fields on top, but the segments themselves are defined here and only here.
Trace finds them (skip-trace + SEM)
Newsletter segmented sends
Blog pillar per segment
Social platform by segment
Shop offers by segment
Canopy pipeline + retention
The segments
Four we act on, plus a triage bucket. Left is how marketing talks to them. Right is how Canopy will hold them. Same segment, two jobs.
Property
BuyerOffice-portfolio property managers. Not CRE.
AlexandriaCBREJLLLincolnPeregrineLongfellow
How we talk to them
One relationship, many buildings. They put Biozenic into their clients' lobbies. Portfolio amenity, not a one-off plant.
Goals
- Win the PM, inherit the buildings
- Holiday and client-gift programs
- Recurring maintenance across the book
Channels
LinkedInEmail (catalog + invoice)
Content angles
Portfolio math, tenant retention, the gift catalog as a PM service, seasonal refresh without a new RFP.
In Canopy
Service model
Parent account = the PM firm. Child records = buildings and occupiers. Pick, invoice, dispatch.
Pipeline fit
Longer cycle, then compounding. Proposal-heavy at first, then catalog-repeat.
Retention cadence
Quarterly account review plus seasonal and holiday catalog.
Tier
Anchor accounts. Highest LTV because of portfolio math.
Occupiers — Life Science & Workplace
BuyerPharma / LS, office managers, Apple and tech in the building
AvidityAcelyrinBDCellanomeAegea
How we talk to them
Culture, wellbeing, and talent. Biophilia research lands here because the audience is science-literate.
Goals
- Office installs
- Moss art and living walls
- Maintenance, sold as talent and brand
Channels
LinkedInEmailInstagram
Content angles
Employee wellbeing and focus, recruiting and retention, the investor and client walk-through, lab-adjacent biophilia.
In Canopy
Service model
Office install plus maintenance, moss and silk product.
Pipeline fit
Direct occupier. Faster cycle. Office or facilities manager as buyer. Not the PM parent account.
Retention cadence
Seasonal refresh plus wellbeing check-ins.
Tier
Mid to high LTV, steady recurring.
Architecture (CRE)
ChannelCRE is architecture — the space, not the property manager
BN BuildersCarrier JohnsonC2SD
How we talk to them
Peer to peer and design-forward. Spec-ready, with samples and options in hand.
Goals
- Get specified into their projects
- Become the go-to plant partner on builds
- Grow a referral channel
Channels
LinkedInIn-personSample kits
Content angles
Spec-ready product (custom planters, moss and silk options), project case studies, design collaboration, material libraries.
In Canopy
Service model
Referral and partner relationship, not a direct client account.
Pipeline fit
Tracked as a referral source. Value is the projects they route, not one sale.
Retention cadence
Stay-in-mind sample drops and project follow-ups.
Tier
Channel multiplier, weighted by projects referred.
Community & Associations
AwarenessIndustry orgs, events, network
BiocomIIDASD Arch. Foundation
How we talk to them
Warm, experiential, and events-first. This is the brand's public face.
Goals
- Visibility and credibility
- Event presence
- Top-of-funnel awareness that feeds the buyer segments
Channels
InstagramEventsLinkedIn
Content angles
Event recaps (IIDA, Biocom), experiential installs, thought leadership, behind-the-scenes and craft.
In Canopy
Service model
Not a client account. Networking and awareness that feeds the pipeline.
Pipeline fit
Brand and pipeline feeder. Members can convert into buyer segments over time.
Retention cadence
Event calendar cadence.
Tier
Awareness value, high referral potential.
Unsorted
TriageNew or uncategorized contacts
How we talk to them
Hold until categorized. No sends until tagged into a real segment.
Rule
Triage into a real segment before any campaign touches them. Keeps the taxonomy clean and protects deliverability.
In Canopy
Pipeline fit
Every new contact lands here on intake until it is tagged.
Stripped before any list build: internal biozenic.com team addresses, and peers or vendors that are not clients (for example bynaturedesign.ca, a plantscaping design firm). These never enter a send.
Canopy inherits this, no rebuild
This spine is a structured file, not just a page. The segments, their service models, pipeline fit, retention cadence, and tiers are the client-taxonomy discovery for Canopy. When Canopy's build begins, it adopts these as its client-category schema and layers on its own records. The segmentation is decided once, here, and never discovered twice.