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Mary   Pilecki

Mary Pilecki

VP, Research Director Serving B2C Marketing Professionals

Mary serves B2C marketing professionals. She leads a team of analysts who help clients create and measure customer-centric, contextual programs to win, serve, and retain customers. Her team focuses on enterprise marketing technology, search marketing, customer insights services providers, and customer trust and privacy.

Mary previously worked as a senior analyst at Forrester from 2005 to 2008, covering applications and processes for financial services. Her research included retention strategies, business process management, and customer relationship management technologies and processes.

Previous Work Experience

Mary has over 20 years of experience in retail banking and investments, working at leading financial institutions such as FleetBoston Financial (now Bank of America) and BayBank. As senior vice president at FleetBoston, she managed process and technology for the retail bank and developed strategies for high-value customer segments. Her experience also includes contact center development and management and branch sales and service management. In addition to her work in banking, Mary has held marketing positions at vendors that sold to financial services firms, in roles including product management, director of research, industry solutions director, and marketing director.

Prior to rejoining Forrester in 2014, Mary was director of global campaigns for Oracle, focusing on products supporting customer service across industries.

Education

Mary holds a B.A. from Wellesley College and an MBA from Babson College.

Mary Pilecki

VP, Research Director Serving B2C Marketing Professionals

Mary serves B2C marketing professionals. She leads a team of analysts who help clients create and measure customer-centric, contextual programs to win, serve, and retain customers. Her team focuses on enterprise marketing technology, search marketing, customer insights services providers, and customer trust and privacy.

Mary previously worked as a senior analyst at Forrester from 2005 to 2008, covering applications and processes for financial services. Her research included retention strategies, business process management, and customer relationship management technologies and processes.

Previous Work Experience

Mary has over 20 years of experience in retail banking and investments, working at leading financial institutions such as FleetBoston Financial (now Bank of America) and BayBank. As senior vice president at FleetBoston, she managed process and technology for the retail bank and developed strategies for high-value customer segments. Her experience also includes contact center development and management and branch sales and service management. In addition to her work in banking, Mary has held marketing positions at vendors that sold to financial services firms, in roles including product management, director of research, industry solutions director, and marketing director.

Prior to rejoining Forrester in 2014, Mary was director of global campaigns for Oracle, focusing on products supporting customer service across industries.

Education

Mary holds a B.A. from Wellesley College and an MBA from Babson College.

Mary Pilecki's Research

Most RecentMost Popular
  • For CMO Professionals

    REPORT: The State Of Marketing Innovation Maturity, 2020

    Benchmarks: The Marketing Innovation Playbook

    February 4, 2020Mary Pilecki

    Using data from the Forrester Analytics Global Business Technographics® Marketing Survey, 2019, this report provides CMOs with a benchmark of the marketing innovation maturity of firms around the world, offers insights into what the most mature firms are doing right, and delivers evidence to support the need for marketing groups to be customer obsessed.

  • For CMO Professionals

    REPORT: Marketing Insights Are The Engine For Customer Obsession

    Intermediate Level: Insights Practices For Marketing Innovation

    September 13, 2019Mary Pilecki

    Many marketing organizations have established an insights practice to leverage marketing and customer data for insights that will help their decision making. Once "insights" has become a common term around the department, it's time to move to the next step — reorganizing and branching out beyond marketing to share insights with other business leaders. This report lays out how CMOs can help their businesses advance their customer-obsessed marketing efforts through insights. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

  • For CMO Professionals

    REPORT: Research Round-Up: Data For Marketing

    August 26, 2019Mary Pilecki, Stephanie Liu

    Marketing has been a story of eras: from the mass marketing era to direct marketing to digital marketing and, now, data-driven marketing. But applying data to improve marketing is easier said than done. CMOs should read this summary of Forrester's research to structure their understanding of what it takes to master this new era.

  • For CMO Professionals

    REPORT: Top Research For Marketers: The Impact Of Privacy

    January 7, 2019Mary Pilecki, Stephanie Liu

    Privacy regulations such as the General Data Protection Regulation (GDPR) are changing companies' approaches to privacy and technology vendors' approaches to marketing and analytics. This report highlights research that Forrester has recently published for marketing and customer insights professionals to help CMOs stay abreast of three changing landscapes: privacy, analytics, and technology.

  • For B2C Marketing Professionals

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

    April 5, 2018Mary 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.

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