Best Practice Report

The B2B Marketing Value Model: Defining Components Of Value

November 23rd, 2020

Summary

The perception of the value the B2B marketing organization delivers to the various audiences it serves is dependent on that audience’s unique expectations and experiences. The B2B Marketing Value Model helps organizations identify the potential internal and external audiences on which marketing has an impact and captures how marketing’s efforts deliver value to those audiences and for the business. This report defines the individual components used to demonstrate value to the relevant audiences marketing serves and the business value derived from those interactions.

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