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: The Forrester Tech Tide™: Adtech For B2C Marketers, Q2 2018

    Tools And Technology: The Digital Media Buying Playbook

    April 5, 2018 Mary Pilecki, Arleen Chien, Susan Bidel, Jessica Liu, Jim Nail, Joanna O'Connell

    Advertising technology (adtech) has been a staple for B2C marketers in their efforts to grow brand recognition, acquire customers, and sell products and services. But technologies have evolved, and marketers are embracing omnichannel advertising to create connected experiences that drive better results. This Forrester Tech Tide™ report presents an analysis of the maturity and business value of the 11 technology categories that support omnichannel advertising. B2C marketing pros should read this report to shape their firm's investment approach to these technologies.

  • For CMO Professionals

    REPORT: Five New Perspectives On Marketing Process

    Beginner Level: Process Practices For The Marketing Innovation Playbook

    March 16, 2018 Lori Wizdo, Jessica Liu

    Forrester research indicates that defined, documented, and repeatable marketing process correlates with revenue growth. But most marketing teams don't have that level of process rigor. For various reasons – organizational immaturity, rapid expansion, under-resourced initiatives – marketers often focus on the what, not the how. This report is for marketing executives, particularly CMOs, who must establish processes to efficiently scale a working go-to-market model and those who need to fix processes that don't work for the customer-obsessed organization.

  • For CMO Professionals

    REPORT: Stop Improving Your Marketing Processes: Start Disrupting

    Advanced Level: Process Practices For The Marketing Innovation Playbook

    March 16, 2018Jessica Liu, Lori Wizdo

    Changing markets, shifting competitive conditions, and rapidly evolving customer demands inevitably create a point when continually improving your existing customer engagement processes fails to deliver better outcomes. That's the time for process disruption. Advanced practitioners go beyond "doing things right" to "doing the right thing" — and that requires relentless examination of the business side of marketing. CMOs should read this report to challenge their thinking about process innovation.

  • For B2C Marketing Professionals

    REPORT: The Future Of Social Intelligence Is In The Enterprise, Not Marketing

    Social Listening Platforms Flourish When They're No Longer An Island

    December 15, 2017Jessica Liu

    Forrester has long argued that companies mustn't silo social listening data within marketing, customer insights, or PR and communications teams. Now, B2C marketers must realize the next stage in social intelligence maturity: merging all types of social data with other data streams and incorporating them into business intelligence models to build more complete customer profiles. Only then will companies be able to paint a comprehensive — and human — picture of their customers.

  • For B2C Marketing Professionals

    REPORT: Real-Time Processes For Real-Time Social Marketing

    Processes: The Social Marketing Playbook

    November 22, 2017Jessica Liu

    Social networks are a real-time media channel, yet marketers have trouble managing social content in real time. B2C marketers underestimate the volume and pace requirements of social marketing and experience competing attention between inbound inquiries and outbound messaging. As social marketing spend increases, marketers need to effectively and efficiently utilize those budgets by implementing specific processes. Strong processes allow social media to serve not only marketing goals but also goals across the entire enterprise. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

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