Home > Who We Serve > B2C Marketing

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.

Learn More

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

Apple Turns 50. Now Comes The Reckoning.

Dipanjan Chatterjee 4 hours ago
On April 1, Apple turns 50. In his anniversary letter, Tim Cook reflects on the company’s founding beliefs and invokes the long-standing manifesto, “think different.” It’s a fitting tribute. A company that many assumed would struggle to find its footing after Steve Jobs has instead compounded its advantage under Cook — not by abandoning its principles but by institutionalizing them. The […]
Read More
Blog

Starbucks’ Loyalty Program Upgrade Felt Like A Downgrade — Here’s Why

John Pedini 23 hours ago
Starbucks’ recent rewards program update should have been a brand win — instead, it triggered a wave of frustration. Loyalty marketers can learn from the missteps.
Read More
Blog

Marketing Chaos Is Our Calling: Why CMOs, Agencies, And Martech Leaders Need Forrester

Keith Johnston 1 day ago
Forrester uniquely covers the entire marketing ecosystem and its underlying business. 2026 heralds a monumental shift in marketing and advertising, surpassing the decades-long “digital” transformation. AI will upend commercial models, reshape brand expectations from partners, and demand new measures of efficient growth. CMOs face the herculean task of rewiring the marketing function. Martech leaders must […]
Read More
Blog

When Fixing Security Vulnerabilities Breaks Your Customer Email Program

Shar VanBoskirk March 2, 2026
In January 2026, Salesforce changed how its Marketing Cloud Engagement platform encrypts tracked email links. The fix addressed a vulnerability that could have exposed CloudPages content, such as landing pages, microsites, forms, subscriber data from preference and unsubscribe centers, and email content via web view links. But the fix created a new problem: All tracked […]
Read More
Read More Insights For B2C Marketing Leaders

Upcoming Events For B2C Marketing Leaders

New York City

CX Forum East

Learn more
San Francisco

CX Forum West

Learn more
Amsterdam

CX Summit EMEA

Learn more

Forrester Forum Singapore

Learn more

Forrester Forum Sydney

Learn more

Meet A Few Of Our B2C Marketing Analysts

Jessica Liu

Principal Analyst

Brad Haag

Senior Analyst

John Pedini

Principal Analyst

Mike Proulx

VP, Research Director

How can we help?

Fill out the form, and we will contact you.

0/500 Max characters reached

Thanks, we will be in touch soon.

Ready to learn more now? Give us a call:

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