Model Overview Report

Introducing The B2B Marketing Value Model

March 11th, 2024
With contributors:
Matthew Selheimer , Melvin Tan , Bill Nagel


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

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