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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

LocWorld54 Shows Why Localization Can Be The Next Strategic Powerhouse — And What’s Holding It Back

Kathleen Pierce 1 day ago
For decades, B2B companies have viewed localization as an operational necessity to translate words, keep websites up to date, and support global product launches. That outdated view doesn’t hold up anymore. Businesses today need to evolve localization in the age of AI. Find out how in this review of the recent LocWorld54 conference.
Read More
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Health Insurers: Messaging Around Profit Status Isn’t Money Well Spent

Judy Weader 1 day ago
Health insurers are increasingly leaning into their not-for-profit status as a brand differentiator — hoping it signals trust, community focus, and mission-driven care. But does it resonate with consumers in ways that lead to better business outcomes? Find out in this analysis.
Read More
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Prévisions 2026: les directeurs marketing se préparent sans battre en retraite

Thomas Husson 28 Octobre 2025
L’IA représentera en 2026 un véritable casse-tête pour les directions marketing selon Forrester : son potentiel d’innovation marketing augmentera, mais les préoccupations en matière de confidentialité, les obstacles à la mise en œuvre et la fragmentation du « stack MarTech » ralentira son adoption.
En savoir plus
Blog

Predictions 2026: CMOs Hunker Down But Don’t Retreat

Mike Proulx 2 days ago
B2C CMOs will be put to the test in a coming year that will be even more volatile than the current one. Adaptability and precision will be critical to success.
Read More
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

Rusty Warner

VP, Principal Analyst

Joe Stanhope

VP, Principal Analyst

Kelsey Chickering

Principal Analyst

Emily Collins

VP, Research Director

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