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.

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.

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.


Podcast

AI Regulation In The US, Vibe Coding, Click To Cancel Hits Home

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July heats up with a look at the impact of some regulatory moves in the US and a deep dive into a new AI trend for developers that may be more useful than you think.
Blog

The Secret To Martech Success? Think Like A Product Manager

Joe Stanhope 2 days ago
Marketing technology is the backbone of modern customer engagement. It enables businesses to generate customer insights, personalize experiences, and orchestrate campaigns. Our attention often focuses on the technology itself, with a tendency to overindex on features and functionality; however, raw technology isn’t the arbiter of success. Maintaining an advantage is dependent on the people and […]
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Adtech’s Inflection Point Signals More Compelling Customer Experiences

Nikhil Lai July 18, 2025
Advertising technology is overly complicated — and everyone is fed up. Here's how adtech can right-size and refocus on compelling customer experiences.
Blog

Leverage Cocreation To Accelerate Sustainability Innovation

Thomas Husson July 17, 2025
Cocreation is a powerful tool to help CMOs orchestrate multiple internal teams and external partners to drive innovation. Because environmental sustainability demands a systemic approach with multiple stakeholders, CMOs can apply some of the lessons learned to help drive an ambitious cocreation agenda for environmental sustainability. The CMO’s position — at the intersection of business […]

Upcoming Events For B2C Marketing Leaders

Meet A Few Of Our B2C Marketing Analysts

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