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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

Bolster Your B2C Marketing Operations Function With This Step-By-Step Blueprint

Jessica Liu 5 days ago
As consumer marketing grows more complex in the age of AI, B2C marketing operations must evolve to provide structure, efficiency, and governance. Our new initiative blueprint offers a step‑by‑step framework to help marketing leaders establish purpose, define remit, and leverage technology to strengthen their operations function.
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Blog

Forrester Analyst Takes For Digital Content In 2026

Chuck Gahun December 1, 2025
Digital content will continue to be shaped by enterprises both investing in and looking to gain practical business value from genAI solutions. Here’s how we foresee digital content evolving.
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Blog

A Big Bang Reshapes Agencies Into Algorithms Of Record

Jay Pattisall November 26, 2025
Fierce competition, shrinking margins, and technological change has contracted the agency landscape all while agencies' remits vastly expand. All the while, a new concept is taking shape.
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Blog

Act On Real-Time Insights With A Consumer Intelligence Platform

Kelsey Chickering November 24, 2025
Consumer intelligence platforms help marketing and consumer insights leaders leverage real-time insights to better understand their customers (current and prospective), refine their marketing and product strategy, and monitor and manage their brand’s reputation. Learn some of the top use cases for these platforms in this preview of our new report, The Consumer Intelligence Platforms Landscape, Q4 2025.
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Read More Insights For B2C Marketing Leaders

Upcoming Events For B2C Marketing Leaders

CX Summit North America

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CX Summit EMEA

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CX Summit APAC

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Meet A Few Of Our B2C Marketing Analysts

Emily Collins

VP, Research Director

Jessica Liu

Principal Analyst

Rusty Warner

VP, Principal Analyst

Mike Proulx

VP, Research Director

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Asia Pacific: +65 6426 7060