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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

Most RecentMost Popular
  • For B2C Marketing Professionals

    REPORT: Four Steps To Add Social Media To Your Marketing Strategy

    Roadmap: The Social Marketing Playbook

    July 2, 2020Jessica Liu, Melissa Parrish

    When pursuing social marketing, many marketers prioritize channel decisions (e.g., "Where should my brand be on social media?") over understanding if and how they can help their consumers while meeting business objectives. B2C marketers should read this report to understand how to successfully advance their social media approach by methodically considering their audience, objectives, and tactics. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For B2C Marketing Professionals

    REPORT: It's OK To Break Up With Social Media

    Vision: The Social Marketing Playbook

    May 13, 2020Jessica Liu

    In the last decade, social media has become a quagmire of marketers competing for consumers' attention. Instead, consumers should lead the conversation — as social media was originally intended. We are here to tell you: It's OK for companies to walk away from social media. This report explains why companies need to relax on social media and let consumers define their brands.

  • For B2C Marketing Professionals

    REPORT: Build A Business Case For Social Media’s Value To The Enterprise

    Business Case: The Social Marketing Playbook

    March 30, 2020Jessica Liu

    When marketers disregard crafting a strong business case for their social media investments, they struggle to prove social media'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 media beyond marketing and into the enterprise at large. B2C marketers should download this PowerPoint presentation to guide them through crafting a social media plan and cost-benefit analysis. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For CMO Professionals

    REPORT: Five New Perspectives On Marketing Process

    Beginner Level: Process Practices For The Marketing Innovation Playbook

    February 10, 2020 Lori Wizdo, Jessica Liu

    Defined, documented, and repeatable marketing processes correlate 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, or simple pragmatism — marketers often focus on the what, not the how. This report shows marketing executives, particularly CMOs, how to establish processes to efficiently scale a working go-to-customer model and fix processes that don't work for the customer-obsessed organization. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

  • For B2C Marketing Professionals

    REPORT: You Don't Need A "Social Marketing" Strategy

    December 27, 2019 Melissa Parrish, Jessica Liu

    Most marketers use social media, but few can quantify its value. In this report, we show how brands use social tactics to achieve marketing goals across the customer lifecycle and how they use social insights to improve the rest of their marketing campaigns. But social media can offer brands far more than just marketing value — so we also explore how social technology helps companies transform for customer obsession. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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