Jessica   Liu

Jessica Liu

Senior Analyst Serving B2C Marketing Professionals

Jessie serves B2C Marketing Professionals with a focus on social marketing. Her research covers the types of strategies and technologies marketers can use to win, serve, and retain customers in a rapidly changing social media landscape.

Previous Work Experience

Prior to joining Forrester, Jessie spent 10 years on the marketing agency side, working closely with leading B2C and B2B brands to define and execute their digital go-to-market, acquisition, and retention strategies. She led and managed agency teams specializing in branded content, social media, native advertising, influencer marketing, sponsorship and events, and offline-to-online customer journeys. Her industry experience spans Fortune 100 brands in financial services, technology, telecom, and retail.

Education

Jessie holds an MBA from The University of Chicago Booth School of Business and a B.A. from The University of California, Berkeley in political science.

Jessica Liu

Senior Analyst Serving B2C Marketing Professionals

Jessie serves B2C Marketing Professionals with a focus on social marketing. Her research covers the types of strategies and technologies marketers can use to win, serve, and retain customers in a rapidly changing social media landscape.

Previous Work Experience

Prior to joining Forrester, Jessie spent 10 years on the marketing agency side, working closely with leading B2C and B2B brands to define and execute their digital go-to-market, acquisition, and retention strategies. She led and managed agency teams specializing in branded content, social media, native advertising, influencer marketing, sponsorship and events, and offline-to-online customer journeys. Her industry experience spans Fortune 100 brands in financial services, technology, telecom, and retail.

Education

Jessie holds an MBA from The University of Chicago Booth School of Business and a B.A. from The University of California, Berkeley in political science.

Jessica Liu's Research

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  • For B2C Marketing Professionals

    REPORT: Build A Case To Show Social's Value To Marketing And The Entire Enterprise

    Business Case: The Social Marketing Playbook

    November 8, 2017Jessica Liu

    When marketers disregard crafting a strong business case for their social investments, they eventually struggle to prove social marketing's value. Creating a business case enables marketers to gain credibility and set expectations for their social initiatives, which in turn helps them expand the contribution of social beyond marketing and into the enterprise at large. This report guides B2C marketers in crafting a social marketing business case that will not only satisfy their own marketing leadership but also appeal to potential stakeholders in the broader enterprise. This is an update of a previously published report; we review and update it periodically for continued relevance and accuracy.

  • For B2C Marketing Professionals

    REPORT: The Forrester Wave™: Social Advertising Technology, Q3 2017

    The Leading Vendors In Automating And Integrating Social Advertising

    August 21, 2017Jessica Liu

    In our 36-criteria evaluation of social advertising technology providers, we identified the five most significant ones — 4C, Brand Networks, Kenshoo, Nanigans, and Sprinklr — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2C marketing professionals make the right choice.

  • For B2C Marketing Professionals

    REPORT: Social Technographics® Reveals Who Your Social Audience Is — And How To Approach Them

    Landscape: The Social Marketing Playbook

    August 18, 2017Jessica Liu, Gina Fleming

    The question for B2C marketers is no longer whether your customers use social media but how you can best use social media to interact with those customers. But how well do you know your customers on social media? Forrester's Social Technographics model helps you understand your customers and reveals whether your audiences use social media to interact with brands, in what part of the customer life cycle they use social media, which social behaviors they exhibit, and on which types of social sites they engage in those behaviors. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy; we substantially revised this edition to factor in new data.

  • For B2C Marketing Professionals

    REPORT: Social Livestreaming Success Requires A Video Strategy

    Don't Roll The Cameras Without A Goal, Metrics, And Worst-Case-Scenario Plan

    June 29, 2017Jessica Liu

    The introduction of social livestreaming video has left B2C marketers clamoring to hit the "live" button to propel their brands into the spotlight. But given its newness and unproven track record, risk-averse marketers are uncertain about how to approach livestreaming. Marketers playing the "Should we, or shouldn't we?" game need a structured methodology to assess their opportunity.

  • For B2C Marketing Professionals

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

    The 10 Leading Vendors Supporting Enterprise Social Marketing

    June 12, 2017 Erna Alfred Liousas, Jessica Liu

    In our 32-criteria evaluation of social media management solution providers, we identified the 10 most significant ones — Facelift, Hootsuite, Lithium Technologies, Oracle, Percolate, Salesforce, Spredfast, Sprinklr, Sprout Social, and Sysomos — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2C marketers make the right choice.

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