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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.

Chart a bold path to success

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.

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.

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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Blog

Firms Struggle To Embed Sustainability In Customer Journeys

Thomas Husson 1 day ago

Many CX pros miss this opportunity. A new report provides examples of companies embedding sustainability at different journey stages.

Blog

The Customer Lifecycle Is The Design Muse To Accelerate Your Journey To Customer Obsession

Lori Wizdo June 29, 2022

Learn how the Forrester Customer Lifecycle Framework helps B2B and B2C business leaders — enterprisewide! — calibrate what are too often internally focused processes instead of the customer’s process and perspective in order to become more customer-obsessed.

Blog

The EU Strikes Again As A Global Leader In Mindful Media: Updated “Code Of Practice On Disinformation”

Kelsey Chickering 28 Juin 2022

The EU announced an updated Code of Practice on Disinformation, aimed at combating the online spread of disinformation via regulatory measures, including “demonetizing the dissemination of disinformation.” Forrester’s research shows that the monetization of disinformation is a vicious cycle in which the ad supply chain infrastructure supports and funds — often inadvertently — the spread […]

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Blog

Picking An Agency To Maximize The Value Of Your First-Party Data

Stephanie Liu June 27, 2022

For B2C marketers, first-party data is a lot like “Zoolander’s” Hansel: “so hot right now.” Facing massive headwinds amid data deprecation, marketers want to capture zero- and first-party data from customers and build direct relationships. In Forrester’s Q1 B2C Marketing CMO Pulse Survey, 2022, a whopping 76% of B2C marketing respondents said that they are […]