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How to create an ideal marketing value chain for maximum effectiveness

Last updated 6 years ago

With over 20 years experience in B2B marketing I've see the good, the bad and the ugly of marketing value chains. Hence I documented my thoughts in this presentation on how to align technical product management and multiple marketing roles including product marketing, integrated marketing, content marketing, creative/web marketing and field marketing.

I've also provided a great overview from the folks at Pragmatic Marketing, and my own detailed descriptions/examples of a Global Product Marketing Manager [my role at Pfizer] and an Integrated Marketing Manager [my staff at Entrust] to highlight the differences and interplay between the two roles.  

There are certainly many different ways to structure the marketing value chain and many nuances within each, so please comment with your experiences and suggestions. 


Todd Ebert is interested in B2B marketing strategies including the intersection of search, social, local and mobile marketing.  He is SVP Marketing at local online marketing leader ReachLocal.


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