Home > Who We Serve > B2C Marketing

B2C Marketing Leaders

Take The Lead As An Empowered Champion Of Customer Obsession

Today’s customers demand more from brands — increased transparency, greater commitment to values, enhanced convenience, and seamless and immersive experiences. For B2C marketing leaders, these rising customer expectations collide with lagging budgets and amped-up pressure to prove financial results.

To succeed, B2C marketing must reclaim its strategic remit across the organization, embrace the evolution of technology and analytics, and secure C-suite advocacy by boldly demonstrating the value of marketing and its impact on growth and value.

How Forrester Can Help

Challenges You Face

Marketing leaders today must consider how to achieve the maximum financial, social, and environmental value for the company. This remit requires a deeper understanding of customer experience and how it intersects with the brand experience. We understand the challenges you face as you explore innovative ways to distinguish your brand and cement customer loyalty, including:

  • Competing against nontraditional entrants in an increasingly complex landscape.
  • Reluctance of the business to inject key customer insights into strategy.
  • Securing budgets and demonstrating the value of marketing across the organization.
  • Balancing quick wins against long-term ROI.
  • Keeping pace with changing customer behaviors, including waning loyalty and technology demands.

Bold Solutions Fit For You

Forrester empowers B2C marketing executives to establish the marketing function as an indispensable business driver, leading the intersection of customer and brand experience and innovating new ways of securing long-term value and growth.

Secure Long-Term Value And Growth

Forrester Decisions for B2C Marketing Executives helps leaders increase their brand loyalty and develop an agile marketing function to stay ahead of change and quickly pivot to evolving market and customer demands.

Learn More

Unify Brand And Experience To Drive Growth

The Total Experience Score helps you connect brand perception with customer reality so you can ensure that your marketing investments are delivering on your brand promise. Align with CX and digital teams around a shared metric that reveals what’s driving loyalty, advocacy, and revenue.

Learn More About The Total Experience Score
Blog

The Next Wave: DSPs Become Omnichannel Ad Platforms

Nikhil Lai 4 days ago
Omnichannel demand-side platforms (DSPs) are evolving into omnichannel advertising platforms. These platforms help advertisers plan, buy, measure, and optimize paid media across various online and offline channels but are adding capabilities that go beyond what the acronym “DSP” connotes. Today’s most significant omnichannel ad platforms dispatch AI agents, create audiences, automate creative production and testing, […]
Read More
Podcast

California’s New AI Law, Anthropic’s Latest Model, B2C Advertising Options

What It Means 4 days ago
Principal Analyst Alla Valente breaks down California’s new AI law, VP and Research Director Chris Gardner discusses the impact of AI models on software development roles, and Principal Analyst Nikhil Lai reviews Best Buy’s “in-store takeover” advertising offering.
Listen Now
Blog

The Future Of GenAI For Visual Content

Thomas Husson October 10, 2025
Learn how visual AI technologies will enable businesses to engage responsively with customers and consumers in the next two to five years.
Read More
Blog

Are You Running Consumer Personalization Programs? We’d Like To Hear From You!

Jessica Liu October 9, 2025
Consumers are increasingly skeptical of personalized interactions, yet marketers see them as vital to success. Our latest research explores how B2C organizations are designing personalization programs that balance customer needs with internal strategy, data, and technology. If you’re involved in personalization efforts, we invite you to share your insights.
Read More
Read More Insights For B2C Marketing Leaders

Upcoming Events For B2C Marketing Leaders

CX Summit EMEA

Amsterdam

CX Summit North America

Nashville

CX Summit APAC

Sydney

Meet A Few Of Our B2C Marketing Analysts

Stephanie Liu

Senior Analyst

Jay Pattisall

VP, Principal Analyst

Mike Proulx

VP, Research Director

Shar VanBoskirk

VP, Principal Analyst

How can we help?

Fill out the form, and we will contact you.

0/500 Max characters reached

Thanks, we will be in touch soon.

Ready to learn more now? Give us a call:

Americas: +1 615.395.3401
EMEA: +44 (0) 2073 237741
Asia Pacific: +65 6426 7060