Upon meeting and discussing various topics of Marketing, not only with clients, but with some of the smartest Marketers on the planet that have driven success across numerous B2B organizations, there was a certain element missing in every one of our conversations. Answers (with relentless proof) to some of the hardest questions Marketers get asked (including the CMO by the CEO and the CEO by their Boards, etc.):
If you want to go ahead and download it, here are the high resolution versions of the Universe, which you will need to zoom in to read anything:
B2B Marketing Universe 2017: A Single Unified Framework of B2B Marketing (1st Edition) – 35.2MB Mid-Res JPEG
B2B Marketing Universe 2017: A Single Unified Framework of B2B Marketing (1st Edition) – 11.7MB Hi-Res PDF
B2B Marketing Universe 2017: A Single Unified Framework of B2B Marketing (1st Edition) – 83.1MB Hi-Res JPEG
As a Mathematician by education, with the original intent of Astrophysics wanting to work with the Sudbury Neutrino Observatory (SNO) or NASA, one of my greatest childhood goals in life was to study String Theory and ultimately solve the Theory of the Universe. Solve and prove to a level of confidence that is known to be undeniably true. Also known in Mathematics as Quod Erat Demonstrandum (QED).
String Theory, with leading research by Physicist Briane Greene is explained as, “the idea that minuscule strands of energy vibrating in 11 dimensions create every particle and force in the universe.”
The Theory of the Universe is explained as a single, foundational, coherent, all-encompassing theoretical framework of physics that defines, combines, links, and explains all physical, chemical, biological, and mathematical elements of the universe.
Fortunately, I also had this burning passion for Marketing and helping businesses excel at what they do and my ultimate goal was to build logical understanding to B2B Marketing.
Fast forward more than a decade of being in the industry, I was able to build the B2B Marketing Universe, a single unified framework for B2B Marketers which brings organization to the chaos that we call marketing that is currently driven by the predominant saturation of marketing technologies.
We’re constantly bombarded by marketing technology, so much so, that many Marketers today are being driven by it – they get sidetracked and hit roadblocks because their technology can’t do what they want it do for a particular campaign. They bring technology to the forefront when in actuality it’s the last element of how successful marketing firms run their operations.
The funny part of all this is that it started off as a mapping of the funnel which looked like the graphic below but alas we kept digging deeper and deeper and knew there was more:
There is natural order to the universe as chaotic as it may seem. It’s a principle of Chaos Theory. When scientists first discovered the existence of other planets, stars, systems – we took that at face value. Much like marketing – we take SEO, advertising, content, and sales enablement – at face value. But then scientists asked themselves – why and how – how are they floating out there in empty space? Why are they there? How do these planets, moons, systems fit in the grand scheme of things – now comes Newton’s Laws of Physics (which I’m assuming you have a very basic level understanding of – and will not get into). Same goes for Marketing – how does social advertising, community management, segmentation, channel selection, and technology fit into the grand scheme of your entire organization?
So marketing, in this current moment in time, is clearly no different from the chaotic realm of the known Universe. This graphic serves to naturally put elements of marketing into order. Which is why it’s called the B2B Marketing Universe.
As much as we tried to simplify the universe, we understand it may be complex and we’re happy to answer any questions and greatly appreciate any feedback from you! Comment below or reach out to us at email@example.com – we’d love to hear from you and your thoughts on the universe.
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