Introducing The B2B Marketing Value Model

September 27th, 2024

Mavis Liew Executive Partner and Principal Analyst

With contributors:

Matthew Selheimer , Maxie Schmidt , Ross Graber , Melvin Tan , Bill Nagel

Summary

Marketing leaders should periodically challenge the perceptions of marketing and the value it delivers. They should periodically step back from their day-to-day activities and take stock of their organization, the audiences it serves, and the value it delivers. This report presents the B2B Marketing Value Model, which identifies marketing’s 10 audiences and describe the value that marketing’s work creates for each of them and for the business.

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