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B2C Marketing Leaders

Take The Lead As An Empowered Champion Of Customer Obsession

Today’s customers demand more from brands — increased transparency, greater commitment to values, enhanced convenience, and seamless and immersive experiences. For B2C marketing leaders, these rising customer expectations collide with lagging budgets and amped-up pressure to prove financial results.

To succeed, B2C marketing must reclaim its strategic remit across the organization, embrace the evolution of technology and analytics, and secure C-suite advocacy by boldly demonstrating the value of marketing and its impact on growth and value.

How Forrester Can Help

Challenges You Face

Marketing leaders today must consider how to achieve the maximum financial, social, and environmental value for the company. This remit requires a deeper understanding of customer experience and how it intersects with the brand experience. We understand the challenges you face as you explore innovative ways to distinguish your brand and cement customer loyalty, including:

  • Competing against nontraditional entrants in an increasingly complex landscape.
  • Reluctance of the business to inject key customer insights into strategy.
  • Securing budgets and demonstrating the value of marketing across the organization.
  • Balancing quick wins against long-term ROI.
  • Keeping pace with changing customer behaviors, including waning loyalty and technology demands.

Bold Solutions Fit For You

Forrester empowers B2C marketing executives to establish the marketing function as an indispensable business driver, leading the intersection of customer and brand experience and innovating new ways of securing long-term value and growth.

Secure Long-Term Value And Growth

Forrester Decisions for B2C Marketing Executives helps leaders increase their brand loyalty and develop an agile marketing function to stay ahead of change and quickly pivot to evolving market and customer demands.

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Build A Total Experience That Amplifies Your Brand

Brand achieves its full potential when aligned with customer and employee experience. Forrester’s Total Experience research reveals how these forces work together — so you can identify gaps and prioritize the investments that will drive the greatest impact.

Learn More About Our Total Experience Research
Video

Welcome Back, Peter Kim: Forrester’s VP, Principal Analyst Covering The AI-Enabled B2C Marketing Org

Mike Proulx 2 hours ago
One of the top questions we get from Forrester’s B2C marketing clients is, “How should I restructure my marketing org?” And to be honest, that’s a loaded question as it assumes the org chart is the problem. (Spoiler: Most often it’s not). But AI is already changing how marketing gets done, who does it, and […]
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Blog

Microdramas: Three Surprisingly Wrong Stereotypes

Mike Proulx 4 hours ago
Microdramas — one of the fastest-growing new entertainment formats you’ve probably never heard of — are finding audiences in unexpected places. Built for feeds, powered by algorithms, and consumed in minutes, this serialized mobile-native storytelling is gaining traction… and quickly. Forrester’s newly published data overview report, Inside The Mainstreaming Of Microdramas, examines who watches microdramas, […]
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Blog

AEO Will Be Won With Solutions That Provide Intelligence, Orchestration, And Outcomes

Nikhil Lai 1 day ago
Answer engines such as ChatGPT, AI Mode, and Claude mediate brand growth. They institutionalize word of mouth, determine consideration sets, and increasingly monetize. Marketers eager to influence how answer engines perceive their brands are rushing to enact answer engine optimization (AEO) best practices, connect roles critical to AEO, and mature AEO competencies. As they do, […]
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Blog

B2C CDPs Enter Their Utility Era: Data Is The Foundation, But Outcomes Drive Investment

Joe Stanhope 2 days ago
The customer data platform (CDP) category is graduating to a new phase. Marketers have unprecedented expectations for data as AI utilization explodes and marketing demands sophisticated insights, personalization, cross-channel execution, and measurability. To power the next generation of tools and customer engagement, marketers expect CDPs to provide more than data transit; they expect data utility. […]
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Read More Insights For B2C Marketing Leaders

Upcoming Events For B2C Marketing Leaders

CX Forum West

San Francisco

CX Forum EMEA

Amsterdam

CX Forum East

New York City

Forrester Forum Sydney

Sydney

Meet A Few Of Our B2C Marketing Analysts

Jay Pattisall

VP, Principal Analyst

Dipanjan Chatterjee

Vice President, Principal Analyst

Emily Collins

VP, Research Director

Mike Proulx

VP, Research Director

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