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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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Unify Brand And Experience To Drive Growth

The Total Experience Score helps you connect brand perception with customer reality so you can ensure that your marketing investments are delivering on your brand promise. Align with CX and digital teams around a shared metric that reveals what’s driving loyalty, advocacy, and revenue.

Learn More About The Total Experience Score
Blog

Ensure Your Consumer Personalization Vision Is 20/20

Jessica Liu 15 minutes ago
Clients often ask us, “What are personalization best practices?” But depending on the organization, the word “personalization” can mean very different things. “Personalization” is multifaceted and needs a qualifier such as personalization initiatives, personalization programs, personalization capabilities, personalized tactics, personalized interactions, personalized moments, consumer personalization, or business personalization. Forrester definies personalization as:  The use of […]
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Agentic Commerce? Conversational Commerce? The Future Of Owned Digital Shopping Experiences

Emily Pfeiffer 1 day ago
Dive into this Forrester blog to understand agentic commerce, conversational commerce, and genAI-augmented guided selling as the future of owned digital shopping experiences.
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Predictions 2026: Marketing Agencies Resign Their Agency

Jay Pattisall 1 day ago
By the end of the coming year, marketing agencies will have materially changed. For CMOs, agencies will no longer act solely as your agents but also as owners of solutions, resellers of technology partnerships, and developers of emerging capabilities.
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AI: Our Modern-Day Cyrano

Brendan Witcher 2 days ago
Like Cyrano, AI often acts as the unseen ghostwriter, strategist, or partner, offering insights or phrasing that feel more articulate and persuasive than our own. But, as in the play, this arrangement introduces social complexities, ethical dilemmas, and maybe even heartbreak.
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Read More Insights For B2C Marketing Leaders

Upcoming Events For B2C Marketing Leaders

CX Summit EMEA

Amsterdam

CX Summit North America

Nashville

CX Summit APAC

Sydney

Meet A Few Of Our B2C Marketing Analysts

Jay Pattisall

VP, Principal Analyst

Dipanjan Chatterjee

Vice President, Principal Analyst

Stephanie Liu

Senior Analyst

Rusty Warner

VP, Principal Analyst

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Americas: +1 615.395.3401
EMEA: +44 (0) 2073 237741
Asia Pacific: +65 6426 7060