Mastering B2B Audience Segmentation: Discover Success with the Known-Unknown Audience Matrix

As a marketer in the B2B space, you understand the importance of reaching your target audience effectively. In today’s ever-changing business environment, it’s crucial to stay up-to-date with the latest marketing trends and strategies. One strategy that has been gaining popularity in recent years is the Known-Unknown Audience Matrix, a tool that can help you better understand your target audience and develop effective marketing strategies to reach them.

The Known-Unknown Audience Matrix is a four-quadrant model that categorizes your audience into four groups based on their level of familiarity with your brand. The four quadrants are Known-Knowns, Known-Unknowns, Unknown-Knowns, and Unknown-Unknowns. Each quadrant represents a different level of familiarity with your brand, and each requires a different marketing strategy to reach effectively.

The Known-Knowns Quadrant

The first quadrant, Known-Knowns, represents your existing customers or clients. This includes others in your orbit, those prospects on your mailing list regularly engaging with your content. You know who they are because they are in your database and you email them, and they know who you are because they are regularly engaging with your content. They understand your products and services and the value you bring to the table. The Known-Knowns quadrant is the easiest to market to because you already have their contact information and can reach out to them at any time. The challenge in this quadrant is to keep your existing customers engaged and interested in your brand.

To effectively market to your Known-Knowns, you need to provide them with relevant and engaging content. This could be in the form of newsletters, webinars, or industry reports that highlight your expertise in your field. You could also offer special promotions or discounts to reward their loyalty and encourage repeat business. The key is to stay top of mind and provide value to your existing customers.

The Known-Unknowns Quadrant

The second quadrant, Known-Unknowns, represents people that you know, they are in your database, but they don’t know who you are. These are people you may have acquired through a purchased list or who have shown interest in your industry but haven’t yet engaged with your brand. The challenge in this quadrant is to educate and inform these potential customers about your brand and the value you bring to the table.

To effectively market to your Known-Unknowns, you need to build awareness and engagement with your brand. Leverage the mere exposure effect with this audience through brand advertising at a relatively high frequency to build brand awareness and trust

You can also provide them with educational content that highlights your expertise in your field. This could be in the form of whitepapers, case studies, or thought leadership articles that demonstrate your knowledge and experience. Finally, consider offering free trials or consultations to help them better understand your products and services. The key is to build trust and establish yourself as a credible source of information.

The Unknown-Knowns Quadrant

The third quadrant, Unknown-Knowns, represents people who are familiar with your brand but you do not know who they are. They are not in your database and you have no way to reach them directly. These are people who may have heard about your brand through word of mouth or through a referral and have engaged with your brand in some way. The challenge in this quadrant is to identify these potential customers and reach out to them proactively.

To effectively market to your Unknown-Knowns, you need to identify them through various means such as retargeting or website visitor identification. The key is to determine who they are and then reach out to them while you have their attention.

The Unknown-Unknowns Quadrant

The fourth quadrant, Unknown-Unknowns, represents people who are completely unfamiliar with your brand and that you are also not aware of. These are people who haven’t yet heard about your brand through word of mouth or through any other means. The challenge in this quadrant is to reach these potential customers and make them aware of your brand.

To effectively market to your Unknown-Unknowns, you need to invest in various marketing channels such as search engine optimization, social media advertising, and content marketing. You could also partner with industry influencers or participate in industry events to reach a wider audience. The key is to take every opportunity you can to get your brand “found” by this audience so you can convert these Unknown-Unknowns into Unknown-Knowns or Known-Knowns as they become familiar with your brand. By providing valuable and educational content, you can attract potential customers and demonstrate your expertise in your field.

A strong lead magnet with a form or a login in front of it can pull these people to the known-known quadrant, getting them on a path to trust and buy. In particular, offering utility in the form of a tool or assessment can be especially effective.

Harnessing the Known-Unknown Audience Matrix

Navigating the four quadrants of the Known-Unknown Audience Matrix is a key to unlocking effective B2B marketing strategies. From engaging Known-Knowns with personalized content, educating Known-Unknowns about your brand, and identifying Unknown-Knowns through retargeting, to reaching out to Unknown-Unknowns via multiple marketing channels – every quadrant is a unique opportunity for growth.

Now that you’re armed with this insight, the next step is to implement it. Classify your audience, devise tailored strategies, and fine-tune your approach as needed. Remember, personalized marketing is the way forward in connecting with your audience.

Need help with audience segmentation? Consider scheduling a Segmentation Workshop with Brilliant Metrics. Let us guide you through the process, helping you effectively categorize your audience and create impactful marketing strategies. 

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