The B2B Marketing Value Model: Defining Components Of Value

The perception of the value 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, to the business. This report defines the individual components that marketing uses to demonstrate value to the audiences it engages with and the business value derived from those interactions.