Best Practice Report

The B2B Marketing Value Model: Defining Components Of Value

April 12th, 2024
With contributors:
Dane Anderson , Brett Kahnke , Melvin Tan , Bill Nagel


The perception of the value that the B2B marketing organization delivers depends on the expectations and experiences of each audience it serves. The B2B Marketing Value Model helps organizations identify the internal and external audiences on which marketing has an impact and captures how marketing’s efforts deliver value to those audiences and, in turn, for the business. This report defines the individual components of value that marketing brings to the relevant audiences it engages with and the business value derived from those interactions.

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