Roles We Serve

Marketing & Strategy:

Technology Management:

Technology Industry:

Forrester Research For:

B2C Marketing Professionals

B2C marketers have to coordinate digital and traditional marketing channels, using new media and technology to win and retain customers.

To succeed, you must understand changing consumer behaviors, demonstrate the brand promise in your marketing programs, contextualize customer interactions across touchpoints, and optimize spend.

Who this role is for:

VP/Director of Marketing
VP/Director of Advertising
VP/Director of Digital Marketing
VP/Director of Product Marketing

Today's challenges facing B2C Marketing Professionals

Create value-focused programs:

Personal At Last For B2C Marketers

Infuse digital across marketing planning:

The Digital Media Buying Playbook

The Social Marketing Playbook

Embrace mobile across the customer life cycle:

Marketing Strategy For The Mobile Mind Shift

The Mobile Marketing Playbook

Turn big data into actionable insights:

The Social Intelligence Playbook

Latest Research For This Role

Report: The State Of Consumers And Technology: Benchmark 2017, US

North American Consumer Technographics®

June 28, 2017 | Gina Fleming

This report is our annual overview of the impact of technology on US consumers' attitudes, behaviors, and expectations in a rapidly changing world, based on the Forrester Data Consumer Technographics...

Report: Drive The BT Agenda With A Marketing Technology Office

Organization: The Enterprise Marketing Technology Playbook

June 27, 2017 | Joe Stanhope

Empowered customers engage with brands at any point in the customer life cycle, anytime and anywhere. Relevant real-time responses require batch-oriented, channel-focused campaign management teams to...

View more research

Analysts Serving This Role

View more analysts

Upcoming Events For This Role

Webinar: Collaborate With Finance To Prove Marketing's Business Value

July 18, 2017

Webinar: Break The Cycle: Revamp How You Work With Agencies To Adapt To The Age Of The Customer

July 20, 2017

Webinar: The Forrester Wave™: Social Media Management Solutions, Q2 2017

August 16, 2017

View more events