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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
Blog

AI Agents Are Your New Customer. But Can You Target and Grow Their Trust in Your Brand?

Chuck Gahun 12 hours ago
AI agents don’t browse your site or respond to marketing narratives. They retrieve, validate, and surface structured information to answer engines and consumer agents. That creates a fundamental shift towards business-to-agent (B2A) marketing strategies: how do marketing leaders target agents and grow their trust to retain their loyalty? To gain competitive advantage with machines – a.k.a. machine advantage – leaders must:  1. Look beyond getting content ready for agent visibility: Shape the agent’s context with a […]
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Blog

UK Social Media Ban Forces Platform Accountability

Jess Lloyd 2 days ago
The ban marks a moment where government regulation is catching up to consumer expectations. But it's not just about online safety — it's a regulatory demand that will influence social media platform experiences and product decision-making.
Read More
Blog

How To Build A Loyalty Team That Scales With Your Program

John Pedini 6 days ago
Brands continue to see the value in developing deeper relationships with their customers through loyalty initiatives, but investment typically flows toward technology, rewards, and promotions, with less focus on what drives differentiated experiences, personalized engagements, and emotional loyalty. This isn’t surprising, given that loyalty is both an art and a science, and it’s much easier […]
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Blog

Build The Human Foundations Before You Scale AI

Martin Gill June 10, 2026
CX Summit EMEA explored the real AI opportunity: building trust, strengthening foundations, and reimagining experiences — not just making them more efficient.
Read More
Read More Insights For B2C Marketing Leaders

Upcoming Events For B2C Marketing Leaders

CX Forum East

New York City

CX Forum West

San Francisco

AI Forum Sydney

Sydney

CX Forum EMEA

Amsterdam

Meet A Few Of Our B2C Marketing Analysts

Emily Collins

VP, Research Director

Mike Proulx

VP, Research Director

Joe Stanhope

VP, Principal Analyst

Jay Pattisall

VP, Principal Analyst

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