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

  • For B2C Marketing Professionals

    Report: Social Crisis Management: Get Back To Basics

    With consumers more polarized than ever and increasingly showing their own values in the way they spend their money, brands worry about making missteps on social media and falling out of favor. ...

  • For B2C Marketing Professionals

    Report: Social Gets Bigger, Stronger, Faster

    B2C marketers who have established their social marketing practices can't rest on their laurels. Social media is an increasingly larger part of the marketing mix, and social activity is expandin...

  • For B2C Marketing Professionals

    Report: Quick Take: Snap Aims To Capitalize On Social Millennials With IPO

    On March 2, 2017, Snap, owner of Snapchat and hardware Spectacles, began trading publicly on the New York Stock Exchange. While the company's optimism for its potential growth makes sense given ...

  • For B2C Marketing Professionals

    Report: Your Brand Needs Content Governance Now

    Your brand is churning out all kinds of content at a high rate, but inconsistencies in that content are confusing your customers. Content marketers make things worse with their quixotic audience...

  • For B2C Marketing Professionals

    Report: Three Staffing Models Help You Build A Socially Fluent Company

    Managing social programs was originally the purview of a standalone experimental group. But as social networks matured, so did marketers, recognizing a need to fold social resources into the ove...

  • For B2C Marketing Professionals

    Report: Drive Toward Social Intelligence Maturity

    The social web creates a staggering volume of data each day. Extracting valuable customer insights from this data requires strategic planning. Maximize the value of your social listening and mon...

  • For B2C Marketing Professionals

    Report: Social Technographics® Defines Your Social Approach And Tactics

    The question is no longer whether your customers use social media but rather how you can best use social media to interact with those customers. But how well do you know your customers on social...

  • For B2C Marketing Professionals

    Report: Your Brand Needs Content Governance Now

    Your brand is churning out all kinds of content at a high rate, but inconsistencies in that content are confusing your customers. Content marketers make things worse with their quixotic audience...

  • For B2C Marketing Professionals

    Report: Social Gets Bigger, Stronger, Faster

    B2C marketers who have established their social marketing practices can't rest on their laurels. Social media is an increasingly larger part of the marketing mix, and social activity is expandin...

  • For B2C Marketing Professionals

    Report: Social Crisis Management: Get Back To Basics

    With consumers more polarized than ever and increasingly showing their own values in the way they spend their money, brands worry about making missteps on social media and falling out of favor. ...

View all of Jessica Liu's Research

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