Best Practice Report

The B2B Marketing Value Model: Defining Components Of Value

November 23rd, 2020
Robert McKinnon, null
Robert McKinnon


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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.